<img src="https://secure.leadforensics.com/144511.png" alt="" style="display:none;">
Request demo


Source more prospects,
close more deals

Anatomy of a unicorn demand gen marketer

July 29, 2021

Fizz. Pop. Pow-wow!

Those are the kind of sounds you might hear when you witness the magic of a unicorn marketer…


Isn’t it?

Or is that just us?

If you haven’t heard the term, or experienced the magic of this rare gem of a demand gen marketer, then get ready. You’re about to discover the pot of gold your company’s been looking for!

We’re climbing the beanstalk of B2B marketing to track this elusive creature and find out what it is that makes them so special, including:

What is a unicorn demand gen marketer? | Top qualities of a unicorn marketer | The skills of a unicorn demand gen marketer | Make marketing magic with Cognism

Scroll  👇 to start or click one of the headings ☝️ to jump to your desired chapter.

Cognism LinkedIn

What is a unicorn demand gen marketer? 🦄

You've probably heard the term ‘unicorn' being used to represent anything from a hard to find item to a person who is unlike any other, so you'll know when we say a unicorn is rare, it's rare!


A unicorn demand generation marketer is precisely that:

An exceptional kind of demand gen marketer that's incredibly hard to find. This kind of marketer makes a significant impact on the company they work for: whether it be growth, engagement or awareness, they know how to do it, and they do it well.

But that’s not all a unicorn marketer does…

You know that saying, “You can’t do it all?”

A unicorn marketer does do it all - they’ve mastered every single area of demand generation, or as Tim Clarke, Director of Sales and Marketing  at SEOBlog.com puts it:

“A unicorn demand generation marketer is able to juggle the many evolving hats of demand generation, is well equipped to manage and implement ever-changing marketing trends and always ready to make positive changes to the marketing process. What’s more, they’re adaptable and act upon opportunities immediately.”

Now we know you’re thinking, this kind of marketer just doesn’t exist!

They sure do, and we’ve put together this fun infographic summarising what makes them so unique 👇


Interested to know more?

Keep scrolling. We’re going to look at the top qualities and skills that make a demand generation marketer a real-life unicorn 👇.

Top qualities of a unicorn marketer ✨

Are you wondering if you’re possibly a unicorn marketer?


Or are you stockpiling information, so you know what to look for when hiring your own fantastical demand generation marketer?

No matter your reasoning, you’ve come to the right place.

But discovering a unicorn isn’t all rainbows and glitter. A unicorn needs to have stockpiled a select array of qualities to make an impact in the B2B marketing world.

These qualities being:  


Unicorn marketers are genuine. They say things like they are, and they don’t beat around the bush when things need to get done. This makes them more empathetic, which comes in useful when building your brand and expressing your company's values and purpose to your buyers.


And while they’re quick to get things moving, unicorn demand gen marketers are also resourceful and innovative. They know what tools they can use to better campaign outcomes and what data is best to track. They're the first to make recommendations that could help better your process or the team.

Darren Foong from ReferralCandy adds:

“A real unicorn has a plan for short- and long-term demand generation and will tell you the timeline, including milestones, of when each channel will come online.”


But this doesn’t mean they’re set in their ways. They understand that B2B marketing is fast-paced and ever-changing, and if they want to stay ahead of the curve, they need to adapt with it. They have a keen desire to learn and won't say no to a new course, especially if it will help them to experiment with a new trend or strategy.


Yes, they’re driven, and to be honest, we suspect it might be their superpower. Their drive to be better and achieve greater results than the day before is what keeps them growing, and your brand with them.  


The great thing about unicorns is they’re not confined to a box. When it comes to campaigns, they’re willing to try anything and everything - no matter how insane the idea sounds to everyone else. Most of the time, their experiments don’t work out, but when they do, they’re phenomenal!

Trinity Nguyen, Head of Marketing at UserGems, adds:

“A unicorn demand generation marketer needs to not be afraid of doing things differently (i.e. “do” outside the box). Marketers often look to those in their space to copy best practices, but that puts us into groupthink such as ‘Of course we have to do X because everyone else is doing it.’

Her advice to any wannabe unicorns:

“Venture outside your marketing function, your industry, and talk to customers. Let your customers' needs guide your decisions on where and how to invest in demand. Some of those needs might be completely different than what the ‘best practices’ and gurus are telling you.”


To quote Courtney Quigley, Business Reputation Consultant at Rize Reviews:

“Believe it or not, a unicorn demand generation marketer has to be creative! Creativity is the pulse of marketing and the exact thing you need to form solutions and generate marketing ideas that make sense.”

“You have to be creative enough to design and conceptualise the ‘very core message of marketing’ and reach the right people who will patronise your product or service. Your creativity will help you to communicate every unique message to your audience and build your brand's recognition along the way. Most importantly, creativity allows you to do things differently to remain updated, fresh, and competitive.”

As Courtney says, creativity and marketing work hand in hand, so it’s hard to be a B2B unicorn without a healthy dose of creativity. They’re never short of ideas, and always willing to jump in and brainstorm new concepts or creative solutions to common problems.

Team spirit and leadership

The last magical quality unicorns imbue is an unswayable team spirit and natural affinity for leadership. They aren’t afraid to take charge, and they refuse to dim their shine by working in silos.

Instead, they spread their sparkle, getting to know everyone in your business and how they can help achieve company goals. Not just this, the marketing unicorn loves to share their knowledge and vision so everyone can benefit.

Brendan Hufford, Founder of SEO for the Rest of Us, shares his insight on the impact a unicorn has on collaboration:

“I think when we look to define a unicorn demand gen marketer, it comes down to more than just marketing and demand gen. The ability to visualise value and build enthusiasm and buy-in across the organisation is going to have a larger effect on demand gen efforts than the tactics alone.”

“Working in growth at a $3B
SaaS (ActiveCampaign), and working agency-side with many other companies, I've seen SO many great tactical marketers fail because they couldn't properly visualise the value of their work.”

The skills of a unicorn demand gen marketer 🎨

A unicorn is not built on qualities alone. Their type of marketing magic only happens due to the skills they acquire throughout their career.

What are these skills?

Let’s dive in:


Problem-solving is just what a unicorn demand generation marketer does. To solve challenges and find solutions, they need a keen understanding of analytics.

One place their analytical skills will come in handy is Google, where they can track and report on marketing metrics. So being able to look at B2B data and understand it is a key skill for a unicorn marketer.


We all know SEO offers fantastic advantages, so a major skill that should be part of a unicorn's repertoire is SEO. This will ensure your company builds up a reputation, gains traffic and quickly gathers performance insights.

Data-driven marketing

When it comes to data, Estelle Barthes, Communication and Content Executive at PickYourSkills says:

“W. Edwards Deming used to say, ‘without data, you're just another person with an opinion.’ This sentence has never been more relevant than it is today. Thanks to all the tools at our disposal, today's marketers have the chance to collect a lot of data. The challenge is to have the necessary hindsight to analyse this data and make the right decisions.”

While unicorn demand generation marketers are experts at spotting opportunities, a lot of their skill comes down to understanding data. So not only can they use their adeptness in data driven marketing for better targeting, but a unicorn knows how to analyse B2B data to develop better strategies and maximise engagement across campaigns.

Content marketing

A unicorn marketer can use content to create a deeper connection with their audience. From curating, researching, visualising, measuring, promoting, publishing and optimising, they really have mastered it all.

But, to achieve the amazing results we expect from a unicorn, they always, always have the audience in mind.

Channel optimisation

The unicorn marketer is well versed in social media, mobile and eCommerce. Not only do they understand each platform, their specific algorithms and the buyer journey of each, but they know how to implement, manage and optimise any performance-related marketing that might be needed as well.


Lastly, a unicorn needs to be aware and keep up to date with technology. This tech can be anything from CRMs, marketing automation, marketing intelligence to analytics software. A unicorn knows what to look for and how to best align and integrate it for a more streamlined marketing team.

Closing thoughts 💭

There you have it, all the skills and qualities that make up a unicorn marketer - an extraordinary kind of person who throws passion, excitement and talent into everything they do.

Or as Petra Odak, Chief Marketing Officer at Better Proposals summarises:

“A unicorn marketer has to have a good mix of hard and soft skills. Primarily, they need to cover paid, SEO, mobile, analytics, email and dabble in design. They need to be both creative and focused on hard data.”

“At the same time, they need exceptional soft skills, primarily communication skills and empathy. When you have all that in one person, you’ve struck gold and make sure to make them stay in your company at all costs!”

What do you think?

Do you have what it takes to be a unicorn demand gen marketer?

Make marketing magic with Cognism 🧚

Hey, if you don’t have a unicorn demand gen marketer in your midst, it’s not the end of the world…

With Cognism, you can make marketing magic happen with our globally compliant marketing data.

Click 👇 to schedule your screen share.

Cognism Marketing