82. Know thy customer: big ideas from small business success

The Unicorny Marketing Show

In this episode of Unicorny, we meet Sandra Vollrath, a seasoned B2B marketing strategist and yoga studio owner, to explore the intriguing parallels between marketing operations and entrepreneurship.

Sandra shares her journey from leading global marketing systems at Bentley Systems to founding her own yoga studio, unravelling valuable lessons applicable to both small businesses and large enterprises.

This episode sheds light on the importance of knowing your customer, mastering your product, and the often-overlooked significance of marketing operations. Join us as Sandra's insights challenge conventional marketing approaches and inspire new ways of thinking.

• Understand the true role of marketing operations and why it’s more than just technology.

• Learn how entrepreneurship can offer fresh perspectives on B2B marketing.

• Discover the significance of knowing your customer and product inside out.

Tune in to hear Sandra Vollrath’s unique blend of B2B expertise and entrepreneurial spirit.

About Sandra Vollrath

Sandra Vollrath is an accomplished marketing professional and entrepreneur with over 25 years of experience. Currently, she is the Director of Consulting (Marketing Operations & Strategy) at Intermedia Global (IMG), where she delivers major marketing operations projects with a team of marketing operations and process consultants.

In 2019, Sandra founded Unwind Yoga Studio in Maidenhead, Berkshire, which is a profitable and thriving business even through challenges like the pandemic, economic disruptions and market fluctuations.

Sandra's career includes significant roles at Bentley Systems Inc., where she excelled in product marketing and global campaign management. She led B2B marketing campaigns for Bentley's flagship product MicroStation, and implemented innovative marketing systems that enhanced operational efficiencies for a global team of 150 colleagues, supporting Bentley Systems' revenue growth.

Sandra is venturing into angel investment, focusing on female-led sustainable businesses, and aims to use her marketing expertise to create value for these ventures. She believes that marketing needs to be a strategic business function, supporting business objectives by creating value and increasing profits, whether in a B2B or B2C, SMB or enterprise environment.

Sandra's commitment to excellence and passion for leveraging marketing to drive business success make her a standout in her field.

Links

Full show notes: Unicorny.co.uk

LinkedIn: Sandra Vollrath | Dom Hawes

Website: img

Sponsor: Selbey Anderson

Other items referenced in this episode:

76. Everything gone PEAR shaped? Here's why that’s a good thing

77. The secret sauce to marketers' mojo?

Bentley systems

Unwind yoga studio

7. Perfecting Value Propositions with Barbara Moreno

Chapter summaries

Dom’s beginning bit

Dom Hawes introduces the episode, setting a relaxed, holiday tone as he welcomes Sandra Vollrath, a B2B marketing strategist and yoga studio owner.

Sandra’s Unconventional Career Path

Sandra discusses her unconventional journey from education to information systems, eventually leading to a significant role in B2B marketing at Bentley Systems.

The Evolution of E-Marketing at Bentley Systems

Sandra shares her experience in developing Bentley Systems’ e-marketing department from scratch, highlighting the rapid evolution of digital marketing.

The Complexity of Marketing Technology

Sandra delves into the challenges of managing extensive marketing technology stacks and the importance of understanding marketing operations beyond just tech.

Transition to Entrepreneurship: Starting a Yoga Studio

Sandra recounts her bold decision to leave Bentley Systems and start her own yoga studio, emphasizing the application of marketing principles in a B2C environment.

Key Lessons from Running a Small Business

Sandra highlights the importance of customer understanding, product knowledge, and consistent branding—lessons she applies from her yoga studio to B2B marketing.

The Intersection of Marketing and Entrepreneurship

Dom and Sandra discuss the parallels between marketing and entrepreneurship, advocating for a return to basics—knowing your customer and product thoroughly.

Dom’s end bit

Dom summarises the episode, highlighting the importance of knowing your product and customer.