In this episode of The Unicorny Marketing Show, Clare Jones, CMO of System C, challenges the common perceptions around demand generation, explores the changing dynamics of B2B buyer behaviour, and discusses the complexities of mergers and acquisitions. Clare highlights why marketing needs to be involved at every stage of the buyer's journey and makes a strong case for its importance at the board level. You’ll gain insights on how marketing can influence M&A processes and why collaboration between sales and marketing is crucial. The importance of combining demand generation and brand work for effective marketing.How viewing sales as a marketing channel can redefine customer relationships.The strategic role of marketing in mergers and acquisitions, especially in unpredictable markets. Listen in to hear Clare’s advice on navigating these challenges in today’s business environment. About Clare JonesClare has a long history in B2B marketing, developing strategies to build brands and drive growth for software businesses. Clare thrives on delivering results-driven integrated demand generation programmes with clear goals and outcomes, which have been recognised with industry awards. Clare has successfully executed on brand strategy which incorporates acquisitions as part of an overall growth strategy. A passionate marketeer, Clare recognises the contribution every member of the team can make and enjoys creating high performing teams. And of course, have a little fun along the way. Links Full show notes: Unicorny.co.uk  LinkedIn: Clare Jones | Dom Hawes  Website: System C Sponsor: Selbey Anderson  Other items referenced in this episode: Dale Harrison’s Unicorny episodes Sarah Robb’s Unicorny episodes CVC Chapter summariesIntroduction to Clare Jones and demand generation Dom introduces the episode, outlining the focus on demand generation and its importance in modern marketing. He introduces Clare Jones' expertise and sets the stage for an in-depth discussion on the topic. The relationship between demand generation and brand building Clare discusses the need for a balanced approach to marketing, where demand generation and brand equity work together. She critiques the industry’s use of jargon and advocates for a more straightforward, integrated strategy. The impact of the pandemic on buyer behaviours Clare shares insights from her MBA dissertation on how the pandemic altered buyer behaviours. She highlights the growing role of digital channels and the increasing influence of millennials in B2B decisions. Rethinking the role of sales in marketing A discussion on whether sales should be considered a part of marketing. Clare argues for closer integration, highlighting the ongoing role of marketing in customer advocacy and relationship management. The challenges of long B2B sales cycles Dom and Clare explore the difficulties of lengthy B2B sales cycles, the need to...