Tired of being seen as sales support?
David Heyworth reveals how marketing leaders can break free from the order-taking trap and own the entire go-to-market motion.
From building sales discovery teams that report to marketing to creating personalised experiences that win enterprise deals, David shares battle-tested strategies for transforming marketing from a cost centre into a revenue-driving growth engine.
Learn why talking revenue (not leads) changes everything, how to build true sales partnerships, and the account-based selling approach that boosted conversions from 7% to 52%.
Key Takeaways
Memorable Moments
Who Should Listen: Marketing leaders frustrated with being seen as support functions, CMOs looking to drive revenue ownership, and anyone struggling with sales-marketing alignment in complex B2B environments.
Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter
Welcome to a special programming note! After taking a short break to refresh and refine our approach, we're excited to announce the relaunch of our podcast with some significant improvements.
What's New:
Brand clarity - We've simplified our name from "Growth Colony: APAC's B2B Growth Podcast" to "APAC's B2B Growth Podcast."
Streamlined format - We've tightened up our introductions and optimised our question structure to create a smoother conversation flow that gets straight to the valuable insights you're here for.
Enhanced production - You'll notice updates to our music, overall look and feel, and general production quality.
Deeper episodes - We're moving from weekly to fortnightly releases, allowing us to invest more time and effort into each conversation to deliver higher-quality content.
What Stays the Same: Our commitment to bringing you actionable B2B growth insights from leading voices across the Asia-Pacific region remains unchanged.
Got feedback? We'd love to hear your thoughts on the changes. Drop us a line at podcast@xgrowth.com.au
Thanks for being part of our journey - here's to the next chapter of APAC's B2B Growth Podcast!
We'll be going on a 4-week break!
For 5 years it's been go, go, go, so this break will allow us to take a step back and create more awesome content for you.
But whether you're an OG follower or new to the party, here are 3 episodes we think you should check out.
Is there someone you'd love for us to interview? Or, have a topic that you want us to cover? Reach out to Shahin Hoda on LinkedIn, or email us at podcast@xgrowth.com.au.
Any other thoughts? Let us know!
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Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
Think you'd be a great guest? Fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16
And for all our other socials visit: https://mtr.bio/xgrowth
Vinnie chats with a marketer who didn’t start her professional career in marketing but in hospitality. Now Marketing Manager at Logicalis, Morgan Wilkinson, shares with us her hospitality experiences that have shaped her entire approach to B2B.
🎥 Prefer to watch the conversation?
We've got a link for you: https://youtu.be/iY1yaAORv-Y
From navigating customer complaints to helping a guest land a job (thanks to an emergency hotel tie!), this episode also covers...
About Morgan...
Morgan is an accomplished marketing manager with a unique background that spans hospitality, office management, and marketing. Early in her career, Morgan developed a deep passion for creating memorable experiences. With a strong talent for building meaningful relationships and effective stakeholder management, she thrived in the hospitality industry, fostering connections that drove both customer satisfaction and positive business outcomes.
After taking on an Office Manager role during the 2020 lockdowns, Morgan jumped at an opportunity to assist the marketing team during office closures and quickly discovered a genuine love for marketing. This newfound passion allowed her to work closely with internal sales and delivery teams, as well as partners and customers, leading to a smooth transition into a full-time marketing role.
Today, Morgan is dedicated to creating impactful campaigns that reflect her passion for delivering exceptional experiences. She leverages her background in hospitality to craft campaigns that not only engage customers but also foster positive interactions and support for her internal team, external partners, and customers alike.
Resources mentioned in this episode:
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📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/
Hosted & Produced by Vinnie Romano, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16
And for all our other socials visit: https://mtr.bio/xgrowth
How do you market to someone who doesn’t even know what they’re looking for yet?
That’s the challenge with the mining industry, and we’re unpacking it all in this episode with Alex Lloyd, Head of Marketing for Advanced Navigation.
🎥 Prefer to watch the conversation?
We've got a link for you: https://youtu.be/bm3QGZPpfRc
From focusing on storytelling, to navigating complex stakeholder networks, and building account-level influence in one of the toughest B2B sectors out there, this episode also covers...
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📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16
And for all our other socials visit: https://mtr.bio/xgrowth
Shahin chats with Christine Law, Director & Head of ABM, Asia Pacific & Japan at ServiceNow, about bringing brand experience and ABM together.
The episode covers the following:
Christine has worked at some of the world's most innovative and open companies, including ServiceNow, Google, Red Hat, and IBM. She and her team established and spearheaded marketing strategies and execution for these companies' top strategic accounts and fuelled multi-million pipeline and revenue growth for the Asia Pacific region.
When she isn’t thinking about marketing strategies for her portfolios, Christine loves exploring culinary treats in Singapore or around the world during her travels. She is fascinated with what the different cultures have on offer and appreciates the richness of diversity.
Resources mentioned in this episode:
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📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16
And for all our other socials visit: https://mtr.bio/xgrowth
"Innovation isn’t about shiny campaigns. It starts with people, process, and purpose."
Joining us for a second time on the podcast is Nicholas Kontopoulos, VP of Marketing APJ at Twilio. We explored what real innovation looks like, how to align marketing and sales in global teams, and how Nicholas uses AI.
🎥 Prefer to watch the conversation?
We've got a link for you: https://youtu.be/9btCAubJnT0
This episode covers...
About Nicholas...
'Customer Experience' is more than marketing fluff; “it's a core business ideology that needs to be at the heart of everything we do professionally”.
Nicholas believes that both 'People' and the 'Promises' we make are at the very heart of a Brand - be that the Brand we work for or our very own Personal Brand.
He is passionate about challenging the 'status-quo' and 'management dogma' that stifles the creative thinking process that's paramount to delivering fantastic customer experiences.
Nicholas is continually striving to harness his 30+ years of professional experience, which he built across multiple industries and geographies, to develop innovative and viable business strategies for both the enterprise he works for and the great clients he gets to serve as VP of Marketing, APJ, at Twilio.
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Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
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And for all our other socials visit: https://mtr.bio/xgrowth
Joining Shahin and Vinnie is marketing legend, Mark Ritson, Founder of the Mini MBA.
From almost buying Kylie Minogue's house, to consulting, and building a global brand, Mark shares with us the journey of his Mini MBA.
🎥 Prefer to watch the conversation?
We've got a link for you: https://youtu.be/FEVkez18g44
This episode also covers...
About Mark...
Mark has a PhD in Marketing and spent 25 years working as a marketing professor. He was an Assistant Professor at London Business School and the University of Minnesota, an Associate Professor and then Adjunct Professor at Melbourne Business School, and Visiting Professor at MIT and SMU.
He’s also worked as a global brand consultant for clients that include Baxter, Loewe, McKinsey, Subaru, Donna Karan, Westpac, Shiseido, Flight Centre, Johnson & Johnson, De Beers, Sephora, Benefit, Amgen, Ericsson, Penfolds, Jurlique, Cloudy Bay and WD40.
For thirteen years, Mark served as the in-house brand consultant for LVMH - the world's largest luxury group - working in Paris with senior executives from brands like Louis Vuitton, Dom Perignon and Hennessy.
He’s been a columnist for 20 years, writing a weekly column for Marketing Week. On five occasions, he’s been voted Columnist of the Year at the PPA Press Awards, the highest award for magazine journalism in the UK. Mark’s also been the British Society of Magazine Editors Business Columnist of the Year in 2018, 2022 and 2023. More scholarly publications include articles in the Sloan Management Review, Harvard Business Review, the Journal of Advertising and the Journal of Consumer Research.
These days, Mark focuses on his Mini MBA courses at his home base in Tasmania.
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📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/
Hosted & Produced by Shahin Hoda, Vinnie Romano, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16
And for all our other socials visit: https://mtr.bio/xgrowth
Every day, the macro environment continues to shift. Geopolitical conflicts disrupt supply chains, economic shifts shake industries, and new business pressures emerge overnight.
So we spoke with General Manager of Factiva, Traci Mabrey, who shared how AI is transforming risk management.
🎥 Prefer to watch the conversation?
We've got a link for you: https://youtu.be/9gwL9GMrqKI
This episode covers...
About Traci...
Traci Mabrey is General Manager of Factiva, a business intelligence platform owned by Dow Jones. She has commercial oversight for the Factiva portfolio and since joining Dow Jones has led the strategic reimagination of the Factiva experience for the next generation of decision-makers. She is also tasked with infusing AI into the entire Dow Jones portfolio, starting with financial products.
Traci has deep expertise in financial services technology and wealth management. Previously, she was the head of wealth solutions, global technology and operations for Broadridge Financial Solutions, where she governed a suite of top-tier wealth management and market data solutions.
As a recognised thought leader and content contributor, Traci is a frequent speaker at industry events and an author of several articles and white papers. She lives in New York and is active in professional women’s organisations, as well as nonprofits committed to financial coaching and skill-building for the next generation.
Resources mentioned in this episode:
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📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16
And for all our other socials visit: https://mtr.bio/xgrowth
What does a brand crisis look like? In an ever-changing industry, anything can happen, so it helps to be prepared for whatever, whenever. So that's why we sat down with CMO of Packserv Australia, Julia Casey, to chat about how businesses can effectively manage their brand to prepare for, and rise from, a brand crisis.
This episode covers...
About Julia...
Julia brings over 20 years of experience in senior marketing roles, leading global teams across manufacturing, data management, and logistics. As the CMO of Packserv, she specialises in brand differentiation and positioning in highly competitive markets. Her expertise in driving business growth has earned her multiple marketing awards.
Julia is currently completing a PhD at Macquarie University and holds a Master of Research (High Distinction), a Bachelor of Business Studies (Marketing), and a Bachelor of Health Science. She is also a published author in the Journal of Consumer Behaviour.
Resources mentioned in this episode:
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📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16
And for all our other socials visit: https://mtr.bio/xgrowth
"What buyer actually wants to talk to a salesperson?" That's what Amanda Kahlow, CEO & Founder of 1mind, asked Shahin in this AI versus Sales chat. Find out how Amanda closed a $200,000 deal with the help of AI and why she thinks AI can completely take over the sales cycles with no human involved.
🎥 Prefer to watch the conversation?
We've got a link for you: https://youtu.be/WflyXGLcjz0
This episode covers...
About Amanda...
Amanda Kahlow is a visionary entrepreneur and a pioneer in AI-driven sales transformation. As the CEO and Founder of 1mind, she is redefining the future of B2B go-to-market strategies by replacing and enhancing sales teams with AI superhumans—intelligent, human-like AI agents that engage prospects, qualify leads, and close deals with unparalleled efficiency.
A seasoned leader in the AI and SaaS space, Amanda has a track record of building category-defining companies. Prior to 1Mind, she was the founder and CEO of 6sense, where she spearheaded the account-based marketing (ABM) movement, leveraging AI to revolutionise B2B demand generation and predictive sales. Under her leadership, 6sense became an industry leader, fundamentally changing how enterprises identify, engage, and convert high-value accounts.
Amanda’s leadership is fueled by a mission to create technology that drives efficiency and innovation while elevating the human experience. She continues to push the boundaries of AI and go-to-market strategy, helping enterprises navigate the new era of intelligent revenue growth.
Resources mentioned in this episode:
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📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16
And for all our other socials visit: https://mtr.bio/xgrowth
Standing out isn't just about being "the best" - it's about being different. And no one knows how to "Get Different" than no other than bestselling author and marketing guru, Mike Michalowicz.
🎥 Prefer to watch the conversation?
We've got a link for you: https://youtu.be/4zPDm1f4gVE
This episode covers...
From finding out why he wrote his book, Get Different, to tactics on how you can stand out, we also dived into...
About Mike...
Mike Michalowicz is the entrepreneur behind three multimillion-dollar companies and is the author of several business books, including Profit First, Clockwork, The Pumpkin Plan and his newest book, All In. Mike is a former small business columnist for The Wall Street Journal and business makeover expert for MSNBC. He regularly travels the globe as an entrepreneurial advocate
Resources mentioned in this episode:
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📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16
And for all our other socials visit: https://mtr.bio/xgrowth
What's it like to chat with the Ad Contrarian, Bob Hoffman? You're about to find out, as we get down to business discussing hypocrisy and the fundamentals in the marketing and advertising industry.
🚨 This episode uses explicit language 🚨
🎥 Prefer to watch the conversation?
We've got a link for you: https://youtu.be/OAHVU-MWFDg
This episode covers...
About Bob...
Bob is a writer and speaker. He has written seven books about advertising, each of which has been an Amazon #1 seller.
Before leaving the advertising business, Bob had been the chief executive of two independent ad agencies, and the US operation of an international agency.
Bob's blog, The Ad Contrarian, was named one of the world's most influential marketing and advertising blogs by Business Insider.
His commentary has appeared in the BBC World Service, The Wall Street Journal, The New York Times, MSNBC, The Financial Times, The Australian, New Zealand Public Broadcastng, Fox News, Sky News, Forbes, Canadian Public Broadcasting, and many other news outlets throughout the world.
Bob has served on the boards of the Advertising and Marketing International Network, the Foundation for Osteoporosis Research and Education, and the PGA Foundation of Northern California. He spent one year as Special Assistant to the Executive Director of the California Academy of Sciences.
Resources mentioned in this episode:
People to watch in the space:
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📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
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And for all our other socials visit: https://mtr.bio/xgrowth
Join Vinnie and his chat with Head of Marketing for ANZ, and ESG Specialist of OneAdvanced, Brynne Beetge, to uncover how ABM can bridge the gap between Sales and Marketing.
This episode also covers...
About Brynn...
Brynn Beetge is the Head of Marketing for Australia and New Zealand and an ESG Specialist, with over a decade of leading marketing across consulting services, SaaS, financial services, commercial real estate, and renewable energy.
He specialises in driving brand growth, partnerships, and ESG integration through ABM, channel partnerships, brand management, and PR.
Holding a diploma in ESG, Brynn is passionate about leading teams and using data-driven insights to optimise growth and brand positioning. With extensive experience in stakeholder management and leadership, he drives strategic relationships to support sustainable growth.
Resources mentioned in this episode:
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📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/
Hosted & Produced by Vinnie Romano, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16
And for all our other socials visit: https://mtr.bio/xgrowth
Shahin is joined by CEO of VOLTAGE, Corey Morris, to discuss his book, The Digital Marketing Success Plan and the creation of Corey's START framework.
This episode covers...
About Corey...
Corey is author and founder of Digital Marketing Success Plan™ and the President/CEO of VOLTAGE digital agency. He has spent 20 years working in strategic and leadership roles focused on growing national and local client brands with award-winning, ROI-generating digital strategies. His industry leadership, client success, and community-focused work made him recipient of the KCDMA 2019 Marketer of the Year award.
In addition to leading VOLTAGE, he has served as an officer on the global trade association board. He also previously led a local initiative in Kansas City founding the KC Search Marketing Conference and prior to that co-hosted a local marketing and tech radio show.
He is currently a contributor to Search Engine Journal, Search Engine Land and Forbes, among other publications. He speaks throughout North America on SEO and digital marketing topics including at SMX and Digital Summit events.
Corey has created the START Planning process featured in his new Amazon best-seller book, the Digital Marketing Success Plan which you can find at thedmsp.com.
Resources mentioned in this episode:
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📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16
And for all our other socials visit: https://mtr.bio/xgrowth
Shahin is joined by VP of Platform Ecosystem at HubSpot and the man behind the MarTech 5000 supergraphic, the Godfather of MarTech, Scott Brinker.
This episode covers...
About Scott...
Scott Brinker, dubbed the "Godfather of MarTech" by AdAge, has been analysing marketing technology and its impact on marketing organisations for more than 16 years as the editor of the chiefmartec.com blog.
He serves as VP Platform Ecosystem at HubSpot, helping to grow and nurture the company's community of technology partners. He also authored the best-selling book Hacking Marketing and co-authored the recent best-seller The New Automation Mindset.
Resources mentioned in this episode:
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📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16
And for all our other socials visit: https://mtr.bio/xgrowth
Shahin is joined by ANZ Regional VP of LogicMonitor, Caerl Murray, to chat about the nuances of developing a go-to-market strategy in ANZ as well as how to approach building a strong, successful team.
This episode also covers...
About Caerl...
Caerl Murray is an accomplished technology leader with over 20 years of experience in IT operations, cloud computing, and sales management across various industry verticals. Currently serving as the ANZ Regional Vice President at LogicMonitor, he is responsible for driving business operations and strategic growth in the region. Under his leadership, LogicMonitor’s observability platform empowers organisations to enhance visibility across their technological landscapes, enabling them to focus on innovation rather than troubleshooting.
Prior to this role, Caerl was the ANZ Sales Director at Alibaba Cloud, where he led a team dedicated to helping customers navigate the cloud ecosystem, particularly in Asia and China. His extensive experience also includes serving as National Sales Manager at Ricoh IT Services, where he managed a team of 16 sales professionals, focusing on strategic planning and business growth.
With a Bachelor of Economics from the University of Sydney and a Graduate Certificate of Management from the Macquarie Graduate School of Management, Caerl combines academic expertise with practical experience. His career is marked by a commitment to customer success and a passion for leveraging technology to drive business results.
Resources mentioned in this episode:
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📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16
And for all our other socials visit: https://mtr.bio/xgrowth
Legendary author of The Time to Win, and business growth advisor, Jay Baer, joins Shahin in this chat about how speed sells.
People value their time more than ever which means that there is value to being fast in this industry. Whether it's replying to a client or even getting a project completed earlier than expected, every effort that can be completed sooner rather than later will always prevail. Learn all the tips and tricks on accelerating your B2B success in this 50-minute episode.
About Jay
A 7th-generation entrepreneur, Jay has written 7 bestselling business books, and created 6 multi-million dollar companies. He has consulted for more than 700 brands, including Nike, Oracle, IBM, and the United Nations.
An inductee into the professional speakers hall of fame, Jay was voted the world’s #1 Global Guru for online marketing, and #2 Global Guru for customer experience.
In his spare time, he is the second most-popular tequila influencer and educator on the planet.
Resources mentioned in this episode:
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📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16
And for all our other socials visit: https://mtr.bio/xgrowth
Shahin is joined by CEO of ReadyTech, Marc Washbourne, as they chat about the origins of ReadyTech and how you can move up your market too!
What to expect in the episode...
Marc Washbourne is the Co-Founder and CEO of ReadyTech (ASX:RDY), a global vertical SaaS powerhouse that has achieved remarkable growth since its inception in 1999.
With over 25 years of leadership in business and technology, Marc is responsible for shaping ReadyTech’s strategy and vision for excellence – guiding a team of 500+ ReadyTechers, delivering mission-critical technology solutions to 4,600+ customers.
Recognised for his expertise, in 2020 Marc also joined the board of the Federal Government’s Digital Skills Organisation, with a focus on advocating for digital skills in Australia and contributing to Australia's Skills Reform agenda.
Outside of work, Marc enjoys spending time with his wife and teenage children, and staying (very) active. He’s completed the 100km Trailwalker event five times and helped to raise over $100,000 for Oxfam, and in 2023 he also led an expedition to Mount Everest Base Camp to raise funds for Pankind, the pancreatic cancer foundation.
Resources mentioned in this episode:
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📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16
And for all our other socials visit: https://mtr.bio/xgrowth
Remarkable human, Guy Kawasaki, joins Shahin to tell us about his new book, Think Remarkable, and how Guy's findings can be implemented in not only marketing but in your own life too.
About Guy
Guy Kawasaki is the chief evangelist of Canva, author of Think Remarkable, host of the Remarkable People podcast, and adjunct professor of the University of California, Santa Cruz. He was the chief evangelist of Apple, Mercedes Benz brand ambassador, and trustee of the Wikimedia Foundation. He has also written The Art of the Start 2.0, The Art of Social Media, Enchantment, and twelve other books. Kawasaki has a BA from Stanford University, an MBA from UCLA, and an honorary doctorate from Babson College.
Resources mentioned in this episode:
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📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16
And for all our other socials visit: https://mtr.bio/xgrowth
Head of Marketing of Finastra, Joerg Klueckmann, joins Shahin to chat about finding the balance between being a creative and data-driven marketer in the B2B space.
What to expect in the episode...
With more than 20 years of leadership experience, Joerg transformed global marketing organisations across the B2B software industry to become integrated, high performing and digital-first.
He believes in focus, simplicity and the courage to be different.
Joerg enjoys a good espresso and rides his mountain bike with passion.
Resources mentioned in this episode:
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Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16
And for all our other socials visit: https://mtr.bio/xgrowth
Stephanie McCredie, Senior Director for Top Accounts & Account-Based Marketing, Asia Pacific at Salesforce, joins Shahin in the episode to chat about AI in ABM.
With AI being all the rage at this time, you've probably been using generative AI in your strategies and projects.
But are you using AI to its full potential?
This episode also covers...
About Stephanie...
Stephanie is proud to lead a team focused on amplifying customers’ trailblazing stories and creating mutual and sustainable customer value through account-based marketing experiences for some of Australia and New Zealand's leading organisations.
With over 20 years of experience in B2B marketing, her leadership roles include pioneering ABM at IBM Australia and helping large corporate clients and startups grow across culturally diverse global markets in Asia Pacific, Latin America, Central Eastern Europe, Middle East, and Africa.
Stephanie believes that great customer experiences are fundamentally about a human connection that can be enhanced and supported by innovative and predictive technology.
Resources mentioned in this episode:
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📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16
And for all our other socials visit: https://mtr.bio/xgrowth
Join Vinnie and marketing leadership expert, Thomas Barta, as they chat about the role of AI in marketing, and whether AI is just a trendy distraction or a genuine game-changer in the industry.
This episode also covers...
About Thomas...
Thomas Barta is the world’s premier expert, author, and speaker on marketing leadership.
A “CMO-turned McKinsey partner-turned organisational psychologist”, Thomas conducts research, including the world’s largest study - involving over 68,000 assessments - on what makes for a successful marketer.
Thomas is the Managing Director of the Marketing Leadership Institute, the author of the #1 leadership book for marketers: The 12 Powers of a Marketing Leader (with Patrick Barwise, McGraw-Hill), and the founder of the world’s #1 Marketing Leadership Masterclass.
Thomas has consulted and marketed for over 20 years, in 14 industries, in 45 countries. His clients include many of the world’s most prominent companies, including over two dozen from the Fortune 500. He holds an MBA from London Business School and a Master’s in Clinical Organizational Psychology from INSEAD Business School (France and Singapore).
Thomas is the leadership dean of the Marketing Academy CMO Fellowship and a Honorary Fellow of The Marketing Society. He writes for Forbes, Marketing Week, and his own TryThis.Blog.
He has given hundreds of keynotes and masterclasses for companies, associations, and universities--including Adobe, Cisco, Google, IBM, SAP, and Advertising Week.
Resources mentioned in this episode:
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📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/
Hosted & Produced by Vinnie Romano, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16
And for all our other socials visit: https://mtr.bio/xgrowth
Joining Shahin and Vinnie is Marketing Director (ANZ) at HP, Ruben Ahmed. They got to chat about all things creativity and efficiency in marketing, and what marketers should be doing to stand out.
This episode also covers...
About Ruben...
Ruben Ahmed is an award-winning marketer, speaker and the Director of Marketing for HP Australia & New Zealand, he oversees all areas across Consumer and Commercial divisions.
With a passion for emerging technology, he has had the privilege of building his career with Fortune 100 brands like HP, Telstra, IBM, and Sony.
Ruben is known across the industry for his uncanny ability to pick apart the tough problems, drive business growth, and culture an environment that leads with creativity.
Resources mentioned in this episode:
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📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/
Hosted & Produced by Shahin Hoda, Vinnie Romano, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16
And for all our other socials visit: https://mtr.bio/xgrowth
Joining Shahin on the podcast is CEO & Founder of hipages, Roby Sharon-Zipser. He spoke about the journey of this Aussie company; from the origin story, to getting through the COVID-period, and to where they are now, hipages continues to smash their growth targets.
This episode also covers...
About Roby...
Roby is an entrepreneur who creates and invests in thriving and durable businesses that challenge the status quo.
With a passion for developing technologies that liberate others to free up their time for higher-value business activities, Roby instils this passion in the hipages Group team, driving the company’s purpose of transforming the trade industry, making better lives for everyone, and striving for continuous curiosity and professional growth.
Roby kickstarted the hipages Group journey in 2004, with the company’s founding business, hipages, inspired by the personal challenges of trying to renovate his own home.
Fast forward to today and not only does he have extensive insight into tradie businesses, but he is also at the helm of a data powerhouse for the trade industry.
With a strong background in numbers, Roby has led his team to harness this data to create a unique industry map of opportunities, known as the hipages Group tradie ecosystem.
Resources mentioned in this episode:
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📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16
And for all our other socials visit: https://mtr.bio/xgrowth
Director of Marketing (APJ) of Smartsheet, Laura Jenkins, shares with us her experience of being a one-woman marketing band in the Asia-Pacific region, and where her journey has led her today with the company.
This episode also covers...
About Laura...
Laura Jenkins is an award-winning senior B2B marketing professional with 20 years of experience across technology, media, and professional services. She specialises in developing and executing strategies for both listed and unlisted companies, with expertise in brand, PR, performance marketing, events, and sponsorships.
A results-driven marketer and collaborative leader, Laura is also the host of In The Blend, a podcast helping parents and step-parents navigate life in blended families.
Resources mentioned in this episode:
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📚 Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16
And for all our other socials visit: https://mtr.bio/xgrowth
How does a Marketer get on the board? Well, Anne Massey from the CEO Institute and chair of a collective group of organisations joins Shahin to delve into how you can get a seat at the table.
This episode also covers...
About Anne...
With extensive global experience spanning hospitality, market research, technology software, and social sustainability, Anne is the ultimate professional chameleon - demonstrating an exceptional ability to adapt and thrive in diverse environments.
Her career journey reads like a game of executive bingo, featuring roles such as board chair, CEO, entrepreneur, executive coach, business developer, and public speaker. Anne exemplifies the essence of career adaptability, making her an asset in any professional landscape.
Based in Australia, Anne serves as the Chair at The CEO Institute NSW for two Syndicate groups of CEOs - because why settle for one when you can have two? She also chairs the ACDC Project at Community Mental Health Australia, proving that she’s not just about the bottom line but also about supporting communities. Her board memberships include the Kariba Retail Group and an advisory role for Resilient Ready Australia.
Resources mentioned in this episode:
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📚 Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16
And for all our other socials visit: https://mtr.bio/xgrowth
For his third appearance on the show, CEO of efex, Nick Sheehan joins Shahin in sharing the story of efex and how they've used mergers and acquisitions to grow their business into the national name it is today.
This episode also covers...
About Nick...
Nick Sheehan is the founder and CEO of efex, one of Australia's leading & fastest growing MSP's.
Under Nick's leadership, efex has grown exponentially since its inception in 2013 from 2 employees to over 300 across 22 Australian branches.
efex has successfully completed 12 acquisitions to date, with 3 more planned in FY25. In 2021 Alceon Private Equity purchased a 50% stake in efex.
Nick is driven by the belief that IT should be simple, scalable, and ultimately solve for tangible gains to productivity and efficiency of workforces. His energy inspires the team to deliver on this core focus, backed by a depth of decentralised capability and expertise, and an egalitarian, values-driven culture.
When Nick isn't building one of Australia's best IT companies, you'll find him indulging in his other passion - tending to his vineyards in the Adelaide Hills.
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📚 Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16
And for all our other socials visit: https://mtr.bio/xgrowth
On this episode, we chat to Kris Rudeegraap, Co-CEO & Co-Founder of Sendoso about approaching Influencer Marketing in the B2B space.
This episode also covers...
About Kris...
Kris has more than two decades of Go-To-Market expertise as an individual seller, sales leader, and CEO. Kris started Sendoso in 2016 out of a problem he faced first-hand.
Sendoso is backed by $150M+ in venture funding and has seen $250M+ spent on the platform with a global footprint across NAMER, EMEA, and APAC.
Kris is passionate about growth hacking, experimental marketing, and AI in GTM. Kris is a California native and currently resides in the San Francisco Bay Area.
Resources mentioned in this episode:
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📚 Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16
And for all our other socials visit: https://mtr.bio/xgrowth
Join Vinnie and Ashley Faus, Head of Lifecycle Marketing at Atlassian, on their chat about what makes someone a Thought Leader and how you can be one.
This episode also covers...
About Ashley...
Marketer, writer, speaker by day... singer, actor, fitness fiend by night!
Ashley has handled all aspects of marketing strategy and execution, from product marketing, to demand-gen, to content and events. She loves telling the high-level stories that resonate with an audience and connecting the dots between types of assets and distribution channels.
Her writing has been published on TIME, Forbes, MarketingProfs, and The Muse, and she’s spoken on various marketing topics for INBOUND, Harvard Business Review, and MarketingProfs.
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📚 Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Vinnie Romano, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16
And for all our other socials visit: https://mtr.bio/xgrowth
Vinnie is joined by Lyssna's Director of Marketing, Claire Brown, to chat about the importance of approaching marketing research in the B2B space.
This episode also covers...
About Claire...
Claire is a seasoned marketing executive with over 15 years of experience across various industries, including technology, financial services, education, and fashion, working with companies in the US, Dubai, the UK, and Australia.
Now specialising in brand, growth, and product marketing for B2B SaaS companies, she currently acts as the Director of Marketing at Lyssna.
With an MBA, Claire has held leadership roles in e-learning, martech, and user experience software companies. She is known for her strategic thinking, creativity, and ability to leverage digital technologies and customer insights to drive results.
Resources mentioned in this episode:
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📚 Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Vinnie Romano, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16
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Vinnie chats with Sobia Mughal from Workday, about the eye-opening misconceptions of B2B marketing. The duo delve into why B2B is overshadowed by B2C marketing and what we can do to minimise this.
This episode also covers...
About Sobia...
Sobia is a seasoned marketing expert with over 15 years of experience in B2C and B2B sectors, spanning higher education, FMCG, automotive, and technology/SaaS industries. An award-winning academic and practitioner, she is passionate about data-driven marketing solutions that prioritises people. As Chair of the B2B Special Interest Group at the Marketing Association and a frequent guest lecturer and conference speaker, Sobia is dedicated to sharing knowledge and empowering others. Sobia's passionate approach has led to multiple accolades, including best paper award at the MAG Scholar Conference and winning New Zealand's first 3Minute Thesis competition as a postgraduate student in 2016.
Resources mentioned in this episode:
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📚 Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Vinnie Romano, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16
And for all our other socials visit: https://mtr.bio/xgrowth
As AI continues to be added into the way we work in many industries, it's no surprise if you've thought about how AI will affect your job. We spoke with Aaron McEwan, VP of Research and Advisory at Gartner to talk about the future of AI in the marketing workplace.
This episode also covers...
About Aaron...
As a strategic advisor to Heads of HR and senior executives, Aaron appreciates how essential talent is to organisational performance and growth and believes that great ideas, backed by rigorous science, have the power to unlock the potential of individuals, organisations and the world.
At Gartner, he advises and coaches senior executives to innovate their HR strategies and challenge standard practice by harnessing data and insights derived from the world’s leading companies.
Recently named a top 100 Global HR influencer by Engagedly, Aaron is a Fellow of the Australian Human Resources Institute, a columnist for InsideHR and serves on the national committee for the Australian Psychological Society’s Interest Group in Coaching Psychology. He also advises several tech start-ups and teaches in the Masters of Organisational Coaching program at Sydney Business School. He is an Honorary Associate at Macquarie University and have guest lectured at the University of Queensland, Griffith University and the Australian College of Applied Psychology.
Outside of the corporate world, Aaron spent 10 years writing and performing original music where he learned that creativity, authenticity and human connection sit at the heart of great songs and great performances. Whilst he no longer performs on stage, Aaron continues to write songs and gets his live performance kicks from public speaking.
Resources mentioned in this episode:
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Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
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Learn the differences between working in a Market Leader company versus a Challenger brand, with Co-Founder and CEO of Truescope, John Croll AM.
This episode also covers...
About John...
John is the current Co-Founder and CEO of Truescope, a global Media Intelligence company serving corporate and government clients in a number of countries. Previously, John was appointed CEO of Media Monitors Pty Limited in 1999. John led Media Monitors and subsequently Isentia, through private equity and an IPO on the Australian Stock Exchange to be Asia Pacific’s leading media intelligence company delivering services to 5,000 clients in 11 markets with more than 1,200 employees.
Isentia was listed on the ASX in 2014 and John resigned in February 2018 after nearly 20 years as CEO and Managing Director. He is a Life Fellow of the Public Relations Institute of Australia, a Fellow of the International Association for the Measurement and Evaluation of Communications (AMEC), and a member of the Institute of Company Directors.
John is Chair of the Australian Sporting Alliance for People with a Disability, was Vice President of the Australian Paralympic Committee for eight years and Chair of Disability Sports Australia. His service to people with a disability and sporting organisations saw him awarded a Member of the Order of Australia (AM) in 2019.
Resources mentioned in this episode:
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📚 Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
And for all our other socials visit: https://mtr.bio/xgrowth
What do you know about Person-to-Person Communication (P2P)? Well, Vinnie sat down with Fern Canning to find out more on how P2P can help with your B2B strategies.
This episode also covers...
About Fern...
Fern is a distinguished marketing communications leader with over 20 years of experience, renowned for her expertise in growing, evolving and safeguarding some of the world's largest brands across diverse industries including technology, FMCG, wellness, retail and automotive. Her career spans both agency and client-side roles, within both B2C and B2B environments.
Fern's leadership roles include serving as Managing Director of Australia, and Executive Vice President, across Asia Pacific, at leading global marketing communications firms, where she drove significant business transformations and fostered high-performing teams across multiple regions. She also led global marketing communications strategy for PayPal, whilst sitting right here in Australia.
Previously, Fern served as Marketing Director at Deloitte Australia, where she continued to shape the future of marketing and communications with her visionary leadership and commitment to excellence.
Fern is currently also co-authoring a book with The Ethical CEO, Adam Long. Titled Getting People to Give a F*ck: Marketing Strategies for Ideas That Matter.
Resources mentioned in this episode:
_________________
🎯 Do the survey here: https://bit.ly/4drohYX
📚 Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Vinnie Romano, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
And for all our other socials visit: https://mtr.bio/xgrowth
This episode is all about how YOU can make YOUR mark in the B2B Market! Growth Tribe's very own, David Arnoux, shares an amazing list of Gen AI tools and a number of growth strategies and tactics that can help you stand out in the B2B space.
This episode also covers...
About David...
David Arnoux is the co-founder and CEO of Growth Tribe, a digital learning platform focused on Marketing, AI and Business skills. Growth Tribe boasts 37000 alumni and 1000+ companies trained, ranked #1 edtech in the Netherlands #1 and #5 in Europe.
A pioneering growth marketing expert, David empowers businesses with data-driven strategies and cutting-edge digital techniques. His innovative approach to education has made Growth Tribe a leader in teaching essential skills for the digital age.
David is a respected thought leader in Growth, Marketing and Business in general.
Resources mentioned in this episode:
Gen AI tools that are on David’s radar:
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📚 Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
And for all our other socials visit: https://mtr.bio/xgrowth
To chat about being a modern marketer with a focus on brand and team alignment is Lara (Vandersluis) Barnett, Head of Marketing at Logicalis. She joins host, Vinnie Romano, in finding the true importance of sales and marketing alignment...
This episode also covers...
About Lara...
Lara is a senior B2B marketing leader with extensive experience rolling out full-scale marketing programs in the technology and IT services sector across APAC.
Having appeared on stage and in print as a marketing thought leader, Lara loves building out high performing marketing teams, with a focus on harnessing the power of the sales/marketing relationship, producing measurable business outcomes, and creating exceptional customer experiences.
A passionate storyteller and brand builder, Lara has been privileged to foster extraordinary partner and stakeholder relationships throughout her career. She has worked across a range of industries including technology, financial services and construction, utilising her extensive knowledge of the full marketing mix to create innovative and strategic marketing plans with a highly commercial focus.
Resources mentioned in this episode:
_________________
🎯 Do the survey here: https://bit.ly/4drohYX
📚 Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Vinnie Romano, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
And for all our other socials visit: https://mtr.bio/xgrowth
Chief Marketing Officer of Macquarie Technology Group, Anthony Emmanouil, joins Shahin on the pod to chat about Macquarie Telecom's successful customer experience program.
This episode also covers...
About Tony...
Anthony is a veteran of the Australian IT&T sector, having held leadership positions in sales and marketing over the last 25 years.
With a career spanning cloud services, cybersecurity, software, networks, and AI, he has worked with world-leading industry names including Optus, Ericsson, Trend Micro and Gartner.
Anthony now serves as CMO of ASX 200 leader Macquarie Technology Group, where he works closely with the company’s senior leadership and board to drive Macquarie’s brand narrative around customer experience, technological innovation, and workplace culture.
Anthony is a renowned speaker and corporate spokesperson with many years’ of experience hosting, engaging and educating audiences on how to drive business success through marketing.
Resources mentioned in this episode:
_________________
🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
And for all our other socials visit: https://mtr.bio/xgrowth
Stephanie McCredie, Senior Director for Top Accounts & Account-Based Marketing, Asia Pacific at Salesforce, joins Shahin in the episode to chat about AI in ABM.
With AI being all the rage at this time, you've probably been using generative AI in your strategies and projects.
But are you using AI to its full potential?
This episode also covers...
About Stephanie...
Stephanie is proud to lead a team focused on amplifying customers’ trailblazing stories and creating mutual and sustainable customer value through account-based marketing experiences for some of Australia and New Zealand's leading organisations.
With over 20 years of experience in B2B marketing, her leadership roles include pioneering ABM at IBM Australia and helping large corporate clients and startups grow across culturally diverse global markets in Asia Pacific, Latin America, Central Eastern Europe, Middle East, and Africa.
Stephanie believes that great customer experiences are fundamentally about a human connection that can be enhanced and supported by innovative and predictive technology.
Resources mentioned in this episode:
_________________
🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
And for all our other socials visit: https://mtr.bio/xgrowth
CEO of Trendemon, Avishai Sharon, joins Shahin on the episode to chat about optimising digital experiences in B2B marketing.
Learn about what's working in the digital experience space and how you can connect with your audience better.
This episode also covers...
About Avishai...
Avishai Sharon, the Co-founder and CEO of Trendemon, brings over 20 years of experience in marketing and sales technology.
Prior to Trendemon, which is transforming B2B and ABM web experiences, he founded GISight, a software development agency catering to Fortune 500 companies.
Avishai honed his leadership abilities in the Israeli Air Force, where he served as an officer in critical technological roles.
Outside of work, he is an extreme sports enthusiast, engaging in activities like kitesurfing, diving, paragliding, and marathon running.
Resources mentioned in this episode:
_________________
🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
And for all our other socials visit: https://mtr.bio/xgrowth
Remarkable human, Guy Kawasaki, joins Shahin to tell us about his new book, Think Remarkable, and how Guy's findings can be implemented in not only marketing but in your own life too.
About Guy
Guy Kawasaki is the chief evangelist of Canva, author of Think Remarkable, host of the Remarkable People podcast, and adjunct professor of the University of California, Santa Cruz. He was the chief evangelist of Apple, Mercedes Benz brand ambassador, and trustee of the Wikimedia Foundation. He has also written The Art of the Start 2.0, The Art of Social Media, Enchantment, and twelve other books. Kawasaki has a BA from Stanford University, an MBA from UCLA, and an honorary doctorate from Babson College.
Resources mentioned in this episode:
_________________
🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
And for all our other socials visit: https://mtr.bio/xgrowth
In this episode, Shahin chats with Gabrielle Pirzad, Director of ABM Strategy & Global Programs at Cloud Software Group.
Customer engagement is a crucial part of your Account-Based Marketing strategy, allowing you to figure out what's working and what's not.
This episode also covers...
About Gabrielle...
With over 15 years of experience in B2B marketing, Gabrielle is a leader who thrives on innovation, collaboration, and customer-centricity.
Gabrielle has leveraged her skills and credentials in Marketing, CRM, consulting, and NLP to understand the needs and preferences of her customers, and to design and implement solutions that generate value and loyalty.
Resources mentioned in this episode:
_________________
🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
And for all our other socials visit: https://mtr.bio/xgrowth
Learn how to gamify your goal setting and behavioural management to build a successful go-to-market strategy with co-founders, Steve Claydon & Darcy Smyth, from Outbound Game.
What to expect in the episode...
Resources mentioned in this episode:
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🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
And for all our other socials visit: https://mtr.bio/xgrowth
Legendary author of The Time to Win, and business growth advisor, Jay Baer, joins Shahin in this chat about how speed sells.
People value their time more than ever which means that there is value to being fast in this industry. Whether it's replying to a client or even getting a project completed earlier than expected, every effort that can be completed sooner rather than later will always prevail. Learn all the tips and tricks on accelerating your B2B success in this 50-minute episode.
About Jay
A 7th-generation entrepreneur, Jay has written 7 bestselling business books, and created 6 multi-million dollar companies. He has consulted for more than 700 brands, including Nike, Oracle, IBM, and the United Nations.
An inductee into the professional speakers hall of fame, Jay was voted the world’s #1 Global Guru for online marketing, and #2 Global Guru for customer experience.
In his spare time, he is the second most-popular tequila influencer and educator on the planet.
Resources mentioned in this episode:
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🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
And for all our other socials visit: https://mtr.bio/xgrowth
When your company makes some changes, abrupt or even planned, it can feel like it may stunt any progress or growth on your team or projects.
This is where William Hasko comes in, Director, Small Business Marketing, APJ of Dell Technologies. He chats with Shahin on how to be a good leader during times of change.
What to expect in the episode...
William Hasko has been working in B2B advertising and marketing for over a decade with a proven passion for creativity and effectiveness. After experience locally with global clients and agencies (American Express, Ogilvy, Dentsu Creative), William now directs small business marketing for Dell Technologies across the Asia Pacific and Japan regions covering all channels and experiences.
William is a proud supporter of the Dell Women’s Entrepreneur Network and numerous mentoring initiatives.
In his spare time, William enjoys playing golf and spending time with his wife and three children.
Resources mentioned in this episode:
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🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
And for all our other socials visit: https://mtr.bio/xgrowth
Hear all about the journey and challenges of an M&A as Shahin is joined by Reapit's (ANZ) Global Director of Marketing Operations & Campaigns, Courtney Scales.
Listen in on how your company can manage through a merger or acquisition.
What to expect in the episode...
Courtney is a marketing expert, accomplished in scaling growth teams for success.
Working with brands across a diverse range of industries, she leads marketing and sales teams, looking over the optimisation of customer acquisition, driving strategic adjustments to sales, marketing, and retention strategies based on overall company objectives.
Leading a team of exceptional marketers focused on driving the go-to-market and growth strategies, Courtney is purposefully curious about helping businesses connect with audiences in meaningful ways to deliver tangible value.
Resources mentioned in this episode:
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🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
And for all our other socials visit: https://mtr.bio/xgrowth
Join us to unpack the results from our recent State of Account-Based Marketing in APAC report.
We briefly overview the report findings before moving into the Q&A.
In this session, we aimed to answer as many of your questions about ABM and the specific challenges of running ABM in APAC as possible.
Get your copy of the ABM in APAC report here: https://abm.xgrowth.com.au/2023-report/
The report provides valuable and engaging information for B2B industry professionals seeking greater insight and understanding of how ABM is currently run in the APAC region.
Over one hundred CMOs, VPs and Head of Marketing participated in our survey alongside our experts to discuss ABM insights, strategies and future predictions.
The consistent takeaway? APAC remains bullish on ABM.
Prefer to watch? Check out the event on our YouTube channel.
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🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Alexander Hipwell, Shahin Hoda, Gus Shaw & Allysa Maywald from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
And for all our other socials visit: https://mtr.bio/xgrowth
Shahin is joined by CEO of ReadyTech, Marc Washbourne, as they chat about the origins of ReadyTech and how you can move up your market too!
What to expect in the episode...
Marc Washbourne is the Co-Founder and CEO of ReadyTech (ASX:RDY), a global vertical SaaS powerhouse that has achieved remarkable growth since its inception in 1999.
With over 25 years of leadership in business and technology, Marc is responsible for shaping ReadyTech’s strategy and vision for excellence – guiding a team of 500+ ReadyTechers, delivering mission-critical technology solutions to 4,600+ customers.
Recognised for his expertise, in 2020 Marc also joined the board of the Federal Government’s Digital Skills Organisation, with a focus on advocating for digital skills in Australia and contributing to Australia's Skills Reform agenda.
Outside of work, Marc enjoys spending time with his wife and teenage children, and staying (very) active. He’s completed the 100km Trailwalker event five times and helped to raise over $100,000 for Oxfam, and in 2023 he also led an expedition to Mount Everest Base Camp to raise funds for Pankind, the pancreatic cancer foundation.
Resources mentioned in this episode:
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🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
And for all our other socials visit: https://mtr.bio/xgrowth
Join us for our 200th episode as we celebrate it with Sean Ellis, Growth Hacking legend! He shared with us how companies can unlock growth and how you can visit him on his pitstop Down Under for his 2024 World Growth Tour.
What to expect in the episode...
Sean Ellis coined the term "Growth Hacking" and is considered the founder of the worldwide Growth Hacking movement. He developed and applied Growth Hacking in the early days at companies like Dropbox, Eventbrite, LogMeIn, Uproar, and Lookout, which led to breakout growth for these companies (all went on to exceed billion dollar valuations).
When Dropbox reached a $1B revenue run rate, it achieved this milestone faster than any SaaS startup before it.
Sean is also co-author of "Hacking Growth", which has been translated into 16 languages.
Resources mentioned in this episode:
Go check out Sean's World Tour here: https://www.seanellis.me/world-tour.html
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🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
And for all our other socials visit: https://mtr.bio/xgrowth
Want an acquisition channel that gets you an almost 100% conversion rate? Well in our chat with Elise Balsillie, CRO at Thryv Australia & New Zealand, we got to learn about how they accidentally stumbled across their very successful customer referral channel.
What to expect in the episode...
Through her 18 years of experience - culminating in her role as Head of Thryv Australia - Elise found an innate passion for supporting the lifeblood of our nation: small businesses. Elise remains as committed as ever to helping small businesses succeed in a demanding landscape as she leads Thryv’s sales, service and marketing teams in Australia.
According to Elise, the most rewarding part of her role is hearing small business owners tell her how much their lives have changed since digitising their business with Thryv, resulting in more time to get back to what they love.
Resources mentioned in this episode:
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🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
And for all our other socials visit: https://mtr.bio/xgrowth
Dreaming of being CRO? Time to turn that dream into a reality! With the wise words of Kim Robertson, you'll learn the 'must-dos' and 'don'ts' and how people in marketing are just as capable of this role as compared to those with a sales background.
What to expect in the episode...
Kim is a highly skilled marketer and commercial strategist with over 22 years of experience in both B2B and B2C markets. She is widely recognised as an ‘overachiever’ in terms of identifying innovative solutions to optimise the customer experience and generate new and profitable revenue streams for the brands under her custodianship.
Her experience spans the marketing of technology services, software, hardware, ISO standards, auditing services, across the IT, Auditing and Certification business travel service industries.
Kim started her successful career in advertising, before moving across to client side, with an IBM ‘start-up’ before moving to ASX multinationals IBM and SAI Global, and for the past 3 years has been with Flight Centre Travel Groups' largest supplier SME supplier of business travel services in Australia, Corporate Traveller.
Resources mentioned in this episode:
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🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Listen in on today's topic of influencer marketing and AI in the B2B space with Head of Global Influencer Marketing at SAP, Ursula Ringham.
What to expect in the episode...
After a successful career at Apple and Adobe, Ursula Ringham, became a stay-at-home mum. When she decided to re-enter Big Tech, she had to start all over.
10 years ago, Ursula came to SAP through the backdoor and from the ground up, built an influencer marketing program. Through trial and error, utilising all social media platforms and mediums, Ursula has created one of the most respected B2B Global Influencer Marketing Programs in the industry.
Resources mentioned in this episode:
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🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Find out what's going on in the marketing world right now with Alex, Shahin & Vinnie.
This episode covers the following:
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🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Shahin Hoda, Alexander Hipwell, Vinnie Romano & Allysa Maywald, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Head of Marketing of Finastra, Joerg Klueckmann, joins Shahin to chat about finding the balance between being a creative and data-driven marketer in the B2B space.
What to expect in the episode...
With more than 20 years of leadership experience, Joerg transformed global marketing organisations across the B2B software industry to become integrated, high performing and digital-first.
He believes in focus, simplicity and the courage to be different.
Joerg enjoys a good espresso and rides his mountain bike with passion.
Resources mentioned in this episode:
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🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Suzana Ristevski, CMO, Executive Group Marketing of NAB chats with Shahin Hoda of xGrowth about how one of the biggest banks in Australia transformed their marketing technology in 5 years.
What to expect in the episode...
Suzana first joined NAB in January 2017 as General Manager, Business Bank Marketing & Customer Strategy and is currently the Chief Marketing Officer, Executive Group Marketing.
Prior to joining NAB in January 2018, Suzana worked in various marketing and product leadership roles at GE, Optus Telecommunications, Medical Benefits Private Health Insurance Fund and 20th Century Fox in London.
Resources mentioned in this episode:
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🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Jenna Pipchuk, Chief Sales Officer at 3P Learning, about the Unified Commercial Engine (UCE) and how it can completely transform sales and marketing alignment.
Jenna’s commitment to excellence and innovation is turning heads for good reason. With a reputation for transparent leadership and building great teams, she is an influential force within the tech industry.
Former CSO of SMART Technologies, her insights and management transformed the SMART organisation to one driven by customer-centric, data-driven decision-making.
Her relationship-driven approach to her role, and emphasis on building better ways of working, earned her the well-deserved title of 2022 Channel Chief by CRN and a feature in the Harvard Business Review.
The episode covers:
Resources mentioned in this episode:
You can access the extended show notes right here!
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Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Imogen Broomhead, Director of the Executive Briefing Program, Asia Pacific Japan at ServiceNow, discussing the strategies for building an effective Executive Briefing Center in the APAC region to engage and grow relationships with c-suite executives.
With 15+ years in the industry, Imogen is a passionate and dedicated Tech Marketer who doubles down on sales partnering to build and strengthen relationships within the C-suite and drives deal acceleration.
She launched the “EBC” or Executive Briefing Program for ServiceNow in APAC + Japan 5 years ago. The program annually hosts hundreds of customers in Innovation Centres in major cities across APAC and Japan annually, bringing digital transformation and corporate strategy into alignment.
Before joining ServiceNow, Imogen owned the Executive Briefing program and Advancement programs at Macquarie University, led the strategic Events Program at UNSW and worked for many years delivering campaign events in the public, higher education and B2B sectors.
The episode covers:
Resources mentioned in this episode:
_________________
Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Ed Breault, Chief Marketing Officer at Aprimo, about how marketing teams can leverage generative AI tools like ChatGPT in their day-to-day marketing activities.
As CMO, Ed drives the brand’s go-to-market strategy across all marketing functions to empower the marketing organisations of today to become the genius brands of tomorrow by unleashing the power of content.
Ed combines his growth marketing expertise and extensive background in brand development with his passion for developing intentional account-based experience programs that build awareness, demand, and ultimately, revenue.
The episode covers the following:
Resources mentioned in this episode:
_________________
Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Mark McInnes, Outbound Sales Trainer and Founder of Sales Development Australia, about how to build a sales development sequence. They talk about calls, emails, LinkedIn, direct mail and how to leverage them in your sequences so you can grab the attention of your prospects.
A sales trainer and coach with over 25 years of experience in B2B selling environments, Mark helps his clients start new conversations, find new customers and start that first part of the pipeline.
Mark is the author of Tactical Pipeline Growth, host of the Best of Social Selling podcast and was ranked Australia’s # 1 Social Seller by LinkedIn in 2016.
The episode covers:
Resources mentioned in this episode:
_________________
Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Find out what's going on in the marketing world right now with Alex, Shahin & Vinnie.
The episode covers the following:
Resources mentioned in this episode:
_________________
🎁 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Want to prepare your ABM tech stack for 2024? Well on the pod, we have Yulia Olennikova here to chat about the fundamentals of a tech stack that you should consider for your ABM. You'll also learn about...
Yulia is Head of Marketing at N.Rich, the leading European ABM platform. Previously, Yulia led the marketing launch of several products at Semrush (NYSE:SEMR), including Agency Growth Kit – now one of the fastest-growing revenue streams for the company. Ex-journalist and copywriter turned marketer, Yulia is passionate about social selling and content-centered growth strategies.
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🎁 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Here to chat about mastering account selection for ABM is Joanna Moss, Director of Executive Programs and Account-Based Marketing, from Salesforce. Not only will you hear about how Salesforces aligns their sales and marketing teams but you will also learn...
Having worked within and across Australian, Asian and European markets, Joanna has a solid understanding of business effectiveness. She is an energetic marketing professional specialising in rolling out executive strategies designed to enable sales to build relationships across the business to help win opportunities and increase brand awareness.
Working across the complete field of marketing she has experience organising events (at all levels), building lasting customer relationships, CRM, brand management, producing collateral and ensuring that appropriate touch points to communicate strategies, visions, successes and campaigns are developed and pushed out to relevant customer audiences. She enjoys using digital media to gain maximum campaign effectiveness.
Resources mentioned in this episode:
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🎁 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Joining Shahin on the pod is Leigh Barnes, Chief Customer Officer at Intrepid Travel. Learn how transparency is a key factor in how you can build trust with the partners and customers of your brand.
The episode covers the following:
‘Barnes’, as he is known, is responsible for leading Intrepid’s global marketing, CX and digital functions with a focus on embedding a customer-focused culture across the business. Previously chief purpose officer, Leigh is an advocate for the business, for good movement and has been instrumental in building Intrepid’s reputation as a purpose-led organisation.
Outside of work, Leigh is a keen supporter of Melbourne’s arts and culture scene and a passionate fan of the Aussie Football League (AFL) team, the Geelong Cats.
Resources mentioned in this episode:
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🎁 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with CMO, Sophie Paulin, from the Australian tech company Ordermentum about purpose-driven marketing and the importance for marketers to lean in and shape the future of marketing now.
The episode covers the following:
Sophie comes from a background of digital strategy and marketing where she spent many years focused on the intersection of sociology and technology with the rise of Social Media. Now in a time where consumers are smart and sceptical, Sophie focuses on the power of authentic purpose-driven marketing for the benefit of all.
Ordermentum is transforming the hospitality and foodservice industry through digitisation, with their purpose at the core "to create a more sustainable industry by helping venues and supplier trade smarter", and we dive deep with Sophie on how they are bringing this purpose to life.
Resources mentioned in this episode:
_________________
🎁 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Find out what's going on in the marketing world right now with Alex, Shahin & Vinnie.
The episode covers the following:
Resources mentioned in this episode:
_________________
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Learn about go-to-market strategies and how to use your customer insights with Shahin and Georgia Swanson, Global Director of Strategy and Growth for NCS NEXT.
The episode covers the following:
Georgia is a multi-award-winning executive leader and has turned her elite sporting background into a relentless drive for customer success and business performance. Before all else, she is an authentic, vulnerable and trusted leader, passionate about nurturing the next generation of leaders through mentorship and development.
Georgia has over a decade’s experience in turning complex problems into actionable solutions for some of the biggest organisations in Australia and in her current role she is focussed on applying her skillset in people psychology and GTM strategy to replicate success in other markets.
Resources mentioned in this episode:
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Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
In this episode, host Shahin Hoda chats to Cath Brands, CMO at Flintfox about crafting exciting and fun B2B stories.
Cath has extensive experience in both B2B and B2C, working with 8 fortune 500 companies, running campaigns that have broken Guinness world records, has worked with some of the giants of our world such as Amazon and Microsoft -- and has been able to translate the excitement of liquor and Coca-Cola storytelling to the Amazon and Microsoft world.
A New Zealand native, Cath Brands has spent the last 18 years as a marketer working around the globe for some world’s largest companies including Lion Nathan, Pepsi, Westfield and Coca-Cola. Cath pivoted to the tech industry in 2013 and joined Amazon where she spent 5 years working across a number of groundbreaking consumer tech innovation projects, including being one of the founding team members of Amazon Go, taking the store from concept to launch.
Cath is now the CMO for the fast-growing tech company Flintfox International. Cath's marketing passion is people, and how putting the customer at the heart of any business strategy is the key to success.
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Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Belinda Pervan, Vice President, APJ marketing at Veeam about how Veeam's marketing team stays creative while constantly testing new ideas and pushing boundaries.
Belinda is passionate about leadership and enabling her teams be the best marketers and human beings possible. Living through example, she measures her success on how she can enable her teams' own achievements and growth to reach their career and business goals.
In our information-driven economy, Belinda believes in a data-driven approach to marketing to enable insights, make informed decisions, and demonstrate true business value. However, she equally invests in developing strong business relationships, interlocking with sales and all other areas of the business.
Her commitment to human-centric leadership can be seen in her accomplishments as the founding leader of Veeam's CSR program in ANZ, an Executive Sponsor of Veeam's Women in Green program, and she actively supports local charities in Singapore via the Veeam Cares program.
Passionate about giving back and shaping the next generation, Belinda is a strong supporter of mentorship for women and driving equality, sponsoring Veeam's Mentor Labs program and also co-leading the Singapore chapter of Mentor Walks.
The episode covers:
Resources mentioned in this episode:
_________________
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with APJ Marketing Director, Stephanie Dechamps, from Boomi about running programmatic (one:many) ABM programs in the APAC region.
From Journalism to AdTech to MarTech, Stephanie’s career took a new turn when she decided to explore how performance data can drive revenue.
Building and leading the APJ marketing team, she also covers all aspects of marketing (events, digital, integrated demand, partner, customer, brand, PR, operations, and product).
Stephanie believes in the power of a fully integrated and personalised customer journey. She counts on AI and ML to improve targeting and optimisation. “It has never been a better time to be a marketer.”
Resources mentioned in this episode:
For the full transcript and show notes, you can find them here
_________________
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
On this episode, Alexander Hipwell is joined by Shahin Hoda and Vinnie Romano to chat about the ins and outs of the current B2B marketing world.
The episode covers the following:
Resources mentioned in this episode:
_________________
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
In this episode, host Shahin Hoda chats with Andy Crestodina, Co-Founder and Chief Marketing Officer at Orbit Media, about the approach marketers can take to create compelling research-based content.
Andy Crestodina is the co-founder and Chief Marketing Officer of Orbit Media, an award-winning 40-person digital agency in Chicago. Over the past 20 years, he has provided digital marketing advice to 1000+ businesses.
Read the show notes: https://xgrowth.com.au/blogs/research-based-content/
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Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Suzanne Pelizzari, APAC Marketing Director at CSG about how, as an APAC marketer, you can take your HQ campaigns and make them relevant for the region.
The episode covers:
Suzanne is a proactive, results-focused, global marketing executive who specialises in demand generation and pipeline marketing. She has a track record of achieving results by implementing innovative marketing strategies to help organisations tell their unique story, grow revenue, reach audiences, create communities, build partnerships and deliver experiences - all while building high-performing marketing teams who love to have fun at work.
With her current role at CSG, Suzanne has previously worked at ABB, Amdocs, Ergon Energy and RPM Global.
Resources mentioned in this episode:
_________________
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
This week on the pod, Shahin is joined by Ed Locher to chat about the ever-changing marketing playbook and what we can expect to see in the future of marketing tactics.
The episode covers the following:
Ed is a global B2B marketing executive with over 20 years of experience helping public, private, and PE-backed organisations create value through revenue acceleration and organisational optimisation. Combining his experience in technology and process improvement with visionary strategy, he has transformed marketing teams to transcend antiquated practices and expectations.
With graduate degrees in engineering and business, Ed brings a data-driven methodology that removes subjectivity from marketing to deliver quantitative proof of marketing’s contribution to organisational value. He has helped establish marketing as a competitive differentiator in companies ranging from $30M to over $1B in ARR.
Originally from Boulder, Ed enjoys his family, running and cycling, rescuing big dogs, and Charles Dickens.
Resources mentioned in this episode:
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Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
This week, Shahin is joined by Taryn Williams and Joe Rezendes from #Gifted, to chat about influencer marketing in the B2B space.
The episode covers the following:
Taryn Williams is a multi-award-winning founder and CEO and over the course of 20+ years has earned a reputation as one of Australia’s most prolific entrepreneurs at the intersection of talent, media, and technology.
Taryn is a sought-after commentator on tech, entrepreneurship, and business and is a Board Director of Next25, Digital + Technology Collective, board advisor to All G Foods, Lamborghini FAB, and host of the Vodafone Business Web Series and Podcast. She has appeared extensively in the media and is a speaker of choice for leading conferences, including Vivid Sydney, Online Retailer, Business Chicks, ADMA Global Forum, The Collective Hub’s Kick Start Smart, and Mumbrella (B2B, Luxury and 360).
Joe Rezendes is an Engineering Manager at #Gifted and Managing Partner of Rezeverse LLC. With a background in marketing and software engineering, Joe has worked with some of the largest software companies in the world.
At Rezeverse, Joe creates digital worlds for online communities and virtual conferences, and at #gifted, he empowers brands to unlock the power of full-scale influencer marketing campaigns.
Resources mentioned in this episode:
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Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
This episode is about AI in the B2B landscape and how it will evolve in this marketing and business space. Joined by Shahin in the conversation is Scott Albro, Co-Founder and CEO of Goldie.
The episode covers the following:
Scott Albro is a technology executive and founder who specialises in building scalable go-to-market functions. He's currently the CEO and co-founder of Goldie, an AI co-pilot for salespeople that transforms how productive sales teams can be.
Prior to starting Goldie, Scott led TOPO, a research and advisory firm that helped hundreds of the world's best companies achieve scalable, repeatable revenue growth across marketing, sales development, and sales.
Resources mentioned in this episode:
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Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
On this newly styled episode of the Growth Colony Podcast, Shahin sits down with Vinnie Romano, Co-Founder & CMO of MySocial.ai.
The episode covers the following:
Vinnie is a 17-year veteran of the advertising industry, having had the opportunity to work with the most-loved brands, in the industry's most iconic creative agencies.
He has had the pleasure of holding senior leadership positions, consulting C-level individuals at the largest organisations across EU & APAC, assisting these companies in proving marketing ROI and saving millions in the process.
In 2015, he started his first agency, Frizbee - focused on helping enterprise tech and financial services brands with their B2B digital marketing strategy and execution; to harvest leads, nurture them and gain new and repeat business sales through creative, digital and automated means.
In 2021, he and Wayne created MySocial.ai to be able to provide this service for as little as $16.50 p/month p/user.
Resources mentioned in this episode:
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Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Georgia Watson, Sales Enablement Leader (ASEANSK region) at IBM, to discuss how you can leverage your sales enablement game in the market.
The episode covers the following:
Georgia Watson is an enablement and learning leader, passionate about innovation, growth, and inclusion. With experience spanning the technology and education sectors, she has garnered accolades for creating impactful learning experiences across Australia, Europe, Africa, and the Middle East.
Leading sales enablement programs for IBM across ASEANZK region, Georgia is dedicated to transforming skills and culture to maximise growth and revenue.
Georgia volunteers as the Co-Global Chapter Director for the Sales Enablement Society, connecting enablers through local chapters and elevating the enablement community.
When she is not working, Georgia enjoys playing superheroes with her sons or hiding from them trying to sneak in some yoga.
Resources mentioned in this episode:
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Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Christian Weiss, Director of Account-Based Marketing for Autodesk, about how to measure the success of your ABM program.
The episode covers the following:
Christian Weiss is a founding member of the ABM global leadership team at Autodesk. During his almost 17 years at Autodesk, Christian has held many marketing roles, with 12 years in a leadership position – always with a strong customer-centric mindset and a passion for the relationship with sales on eye level.
Christian’s academic background is in Architecture and Business, where he majored in Marketing and IT.
Resources mentioned in this episode:
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Want to be a part of something great? Fill out the ABM in APAC survey for exclusive tools, insights and a chance at winning a free customised team consultation with xGrowth's experts to help with your ABM strategy.
https://www.surveymonkey.com/r/ABM-APAC-2023
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Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Andrew Fitzgerald, Vice President of Account-Based Marketing at Kyndryl, about ABM strategies in SaaS compared to services.
The episode covers the following:
Andrew currently leads the global implementation of Account-Based Marketing for Kyndryl, the world’s largest provider of IT infrastructure services.
In this role he has built an ABM program grounded in a deep, data-based understanding of customers and their future potential. He leads a global team with ABM-ers embedded in account teams missioned to drive growth in key accounts.
Prior to joining Kyndryl mid-2021, Andrew led the Marketing team for the IBM EMEA Services Businesses. In more than 20 years of marketing leadership roles across technology products and services, Andrew is proud of the numerous teams he has built to deliver transformation, change and growth. He is enjoying working in a fast-paced environment helping to create new teams, new programs and a new culture at Kyndryl.
Resources mentioned in this episode:
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Want to be a part of something great? Fill out the ABM in APAC survey for exclusive tools, insights and a chance at winning a free customised team consultation with xGrowth's experts to help with your ABM strategy.
https://www.surveymonkey.com/r/ABM-APAC-2023
_________________
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Craig Rosenberg, Chief Platform Officer at Scale Venture Partners, about the ins and outs of what's working in the enterprise space.
The episode covers the following:
Craig joined Scale in 2022 to help build and manage their Go-To-Market Platform. The Scale GTM Platform delivers critical expertise to help software companies drive efficient hyper-growth.
Prior to joining Scale, Craig was Distinguished Vice President in the Sales Practice for Gartner. While there he advised revenue leaders on their strategic decisions and wrote innovative research on new GTM strategies such as revenue operations and account-based strategy. He joined Gartner in 2019 as part of the acquisition of TOPO where Craig was the co-founder and Chief Analyst.
Craig was a Magna Cum Laude graduate of UCLA. When he isn’t talking about GTM strategy, he is spending time with his wife and three young boys.
Resources mentioned in this episode:
_________________
Want to be a part of something great? Fill out the ABM in APAC survey for exclusive tools, insights and a chance at winning a free customised team consultation with xGrowth's experts to help with your ABM strategy.
https://www.surveymonkey.com/r/ABM-APAC-2023
_________________
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Keen to be a part of something great? Fill out the ABM in APAC survey for exclusive tools, insights and a chance at winning a free customised team consultation with xGrowth's experts to help with your ABM strategy.
https://www.surveymonkey.com/r/ABM-APAC-2023
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Shahin chats with Richard Jacobson, Head of Account-Based Marketing and Strategy for IBM in Asia Pacific, about how to approach messaging for your ABM strategy.
The episode covers the following:
In his role, Richard is responsible for generating value for IBM’s top clients by ensuring they are experiencing the best of IBM’s thought leadership and expertise when interacting with IBM across the region.
Richard has been with IBM for over 20 years and has extensive experience in market intelligence and prior to his current role was responsible for providing both high-level and detailed market insights, analysis and advice on key issues affecting IBMs business, including growth opportunities, business risks, competitive analysis, and company policy. This input was central to IBM’s strategy development in the Asia Pacific Region.
Originally from Malaysia, Richard is based in Auckland, New Zealand.
Resources mentioned in this episode:
_________________
For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Keen to be a part of something great? Fill out the ABM in APAC survey for exclusive tools, insights and a chance at winning a free customised team consultation with xGrowth's experts to help with your ABM strategy.
https://www.surveymonkey.com/r/ABM-APAC-2023
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Shahin chats with Aurora Sassone, Head of Communications, ANZ at Oracle, about how to approach storytelling in the B2B space.
The episode covers the following:
With a unique blend of digital marketing and B2B storytelling expertise, Aurora has an impressive track record of building world-class brands and teams from fast-growing start-ups to globally iconic companies.
Prior to joining Oracle, Aurora led marketing and communications for ABB Australia Process Industries. She also spent time on the agency side at Edelman where she led account teams for clients such as Adobe, HP, GE and Unilever.
Aurora is a fierce advocate for diversity and inclusion, and passionate about mentoring and helping others to be successful. She is also a successful abstract artist and passionate about creativity and art for youth and disadvantaged people and regularly volunteers her time and skills to several foundations and organisations.
Resources mentioned in this episode:
_________________
For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Keen to be a part of something great? Fill out the ABM in APAC survey for exclusive tools, insights and a chance at winning a free customised team consultation with xGrowth's experts to help with your ABM strategy.
https://www.surveymonkey.com/r/ABM-APAC-2023
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Shahin chats with Robert Norum, ABM consultant & trainer, to chat about the challenges of running ABM pilots and gives suggestions for how B2B markets can get better results.
The episode covers the following:
Robert has over 30 years of experience in B2B Marketing, working in media, marketing and technology. He has spent over 10 years at the cutting edge of ABM helping to develop strategy, messaging and delivery programs for some of the world’s largest organisations and their agencies. He consults across the ABM spectrum, is an experienced workshop facilitator, trainer, and a regular speaker at B2B Marketing events.
Robert has been running the ABM Essentials training course for B2B Marketing for the last 6 years, training over 600 marketing professionals in the process. He is also the Growth leader in their Propolis community where he provides ABM advisory services to members.
Resources mentioned in this episode:
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For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Hey there! Did you miss out on our recent webinar on ABM & Customer Marketing?
Watch now: https://youtu.be/6714aqb8VZs
Listen now: https://bit.ly/3r2iWV6
Shahin chats with Davinia Simon, Head of Sales and Growth Markets at Stax, about the fundamentals of building go-to-market plans. In her role, she is focused on empowering partners and customers to innovate and expanding the Stax offering into new markets.
Davinia is passionate about the power of cloud technology, paving the way for accelerated innovation, helping businesses remain relevant and competitive by lowering costs, and providing the solutions to create and bring services to market quickly. Using research, creativity, and collaboration to reframe customer-focused problems, she loves seeing the impact that great experiences can have on individuals, businesses, and society.
Prior to joining Stax, Davinia held roles at Amazon Web Services (AWS), most recently as the Head of Channel and Alliances, and at Adobe.
Resources mentioned in this episode:
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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Hey there! Did you miss out on our recent webinar on ABM & Customer Marketing?
Watch now: https://youtu.be/6714aqb8VZs
Listen now: https://bit.ly/3r2iWV6
Shahin Hoda chats with Oren Cohen, COO at Voyantis, about how marketers in SaaS companies should calculate the lifetime value of their customers and what pitfalls they should avoid.
Using ML to activate zero- and first-party data, and target the right customers from the onset, Voyantis have shown some remarkable success with substantial players such as Miro and Notion, and as Oren attests, this is just the beginning.
Before joining Voyatis, Oren was the VP of Demand and Operation at Iron Source. He is an optimistic vegan, excited about solving growth challenges using AI.
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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Hey there! Did you miss out on our recent webinar on ABM & Customer Marketing?
Watch now: https://youtu.be/6714aqb8VZs
Listen now: https://bit.ly/3r2iWV6
Shahin Hoda chats with Christopher Willis, Chief Marketing Officer & Chief Pipeline Officer at Acrolinx, about how B2B marketers should think about pipeline acceleration and how they can execute it successfully.
During the conversation, Chris emphasises the importance of having consistent meetings with sales and revenue executives about their pipeline for future quarters. He also talks about the marketing team’s role in removing any risks concerning the deals in the sales pipeline. Chris advises marketers to centralise their reporting function and shares exciting stories from his more than 20 years of industry experience.
For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/
Read the show notes: https://xgrowth.com.au/blogs/rollout-pipeline-acceleration/
Join the Slack channel: https://growthcolony.org/slack
Hey there! Did you miss out on our recent webinar on ABM & Customer Marketing?
Watch now: https://youtu.be/6714aqb8VZs
Listen now: https://bit.ly/3r2iWV6
Shahin chats with Karina Guerra, Global Group GM - Customer Intelligence & Marketing at Xref about how marketing leaders should set themselves up for success when dealing with the Chief Financial Officer of their company in regards to showing ROI, asking for budget, and more.
With over 20 years of experience across multiple industries, Karina has always adopted a hands-on approach to reaching audiences with meaningful messages. She has also developed great analytical skills that have become key to her data-driven decision-making. Prior to joining Xref, Karina spent almost four years with Cochlear APAC, where she led digital transformation marketing and analytics.
Karina holds an MBA with a major in Business IT (UTS), and most recently she completed a Business Analytics Diploma at The Wharton School.
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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Hey there! Did you miss out on our recent webinar on ABM & Customer Marketing?
Watch now: https://youtu.be/6714aqb8VZs
Listen now: https://bit.ly/3r2iWV6
Shahin chats with Phil Lakin, VP of Revenue Operations at Aprimo, about creating an ABM tech stack.
The episode covers the following:
Phil is a driven and committed technical professional with almost 15 years of experience gained in all aspects of infrastructure design, support, software development and IT operations, with a proven history of successfully delivering projects involving varied technology stacks, growing teams and reporting into executive boards.
Dedicated to solving problems holistically, he has a unique experience in implementing business change and its interaction with systems infrastructure and company culture while evaluating project risks and providing mitigation solutions.
Having worked in technical operations, infrastructure, architect, software development and business development roles, Phil enjoys projects that combine business and technology problems with project management and the requirement to simplify the solution into plain business terms.
Resources mentioned in this episode:
_________________
For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Join us as we dive into actionable strategies and tactics that will help you expand your share of wallet through a customer-centric approach.
During this session, you will discover the three pillars of success: understanding your customers, leveraging customer marketing, and adopting an ABM mindset.
🎓 What you will learn in this session:
🎙Who are the speakers?
Like to watch content? You can watch this episode via our xGrowth YouTube Channel
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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Hey there! Did you miss out on our recent webinar on ABM & Customer Marketing? Watch now: https://youtu.be/6714aqb8VZs
Shahin chats with Matt Hogan, VP of Growth Marketing at HG Insights, all about the different levels of targeting and personalisation for your next campaign.
The episode covers the following:
Before being with HG Insights, Matt was the first employee at Intricately where he scaled the sales, customer success, and marketing teams towards an acquisition by HG.
Matt has been a GTM team builder for nearly a decade in B2B SaaS.
Offline, Matt spends his free time with his family or out on the ocean.
Resources mentioned in this episode:
_________________
For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Hey there! We've got our next webinar coming up on ABM & Customer Marketing! Register here: https://bit.ly/45rkiZa
Shahin chats with Christine Law, Director & Head of ABM, Asia Pacific & Japan at ServiceNow, about bringing brand experience and ABM together.
The episode covers the following:
Christine has worked at some of the world's most innovative and open companies, including ServiceNow, Google, Red Hat, and IBM. She and her team established and spearheaded marketing strategies and execution for these companies' top strategic accounts and fuelled multi-million pipeline and revenue growth for the Asia Pacific region.
When she isn’t thinking about marketing strategies for her portfolios, Christine loves exploring culinary treats in Singapore or around the world during her travels. She is fascinated with what the different cultures have on offer and appreciates the richness of diversity.
Resources mentioned in this episode:
_________________
For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Hey there! We've got our next webinar coming up on ABM & Customer Marketing! Register here: https://bit.ly/45rkiZa
Shahin chats with Steve Watt, Director of Market Insights and Seismic Social Selling expert, about how to incorporate social selling into your ABM strategy.
The episode covers the following:
Steve believes that many sales and marketing mindsets, strategies, metrics and tactics are beyond their “best before date”, and that B2B leaders need to reject many of the approaches that have gone unquestioned for too long.
He does whatever he can to challenge sales, marketing, and enablement leaders to cast aside old mindsets and approaches to social and build something entirely different and much more impactful.
Resources mentioned in this episode:
_________________
For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Hey there! We've got our next webinar coming up on ABM & Customer Marketing! Register here: https://bit.ly/45rkiZa
Shahin chats with Matt Wade, VP of Marketing at BlueBotics, about what their 2.5-year-old ABM program looks like and how they’ve gotten to where they are.
The episode covers the following:
Matt joined BlueBotics in 2019 to head up the firm's growing marketing function. A well-travelled ex-journalist, he has a wealth of experience working with cutting-edge technology companies across the globe.
Matt is an experienced B2B marketer with a deep content marketing background. By focusing obsessively on customer insights and clear communication, he has helped several international SMEs such as BlueBotics (automation), senseFly (commercial drones) and Phonak Communications (hearing technologies) to grow their brands and drive growth.
Resources mentioned in this episode:
_________________
For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Hey there! We've got an ABM & Customer Marketing webinar coming up! Register here: https://bit.ly/45rkiZa
On this episode, Shahin chats with Natalie Miller, Head of Marketing, CX & Corporate Communications of ReadyTech, about how the marketing team can enhance the customer onboarding process.
The episode covers the following:
Natalie Miller is a brand-led growth marketing leader with over a decade of experience. As a communications professional Natalie has worked across a number of corporate brands such as Isentia, Business Australia.
Natalie’s mission is to combine her experience, instincts and empathy with data-driven insights to drive true commercial and customer success while strengthening employee alignment and connection to business strategies.
Outside of work, Natalie has dedicated her time to a number of charitable organisations such as Startmate, the centre of gravity for the start-up community in Australia and NZ and Raw Potential Youth, a not-for-profit charity that exists to empower disadvantaged youth by providing non-judgmental support, outreach services and access to essentials such as food, clothing and bedding – serving as a non-executive board director for the last 2 years.
Resources mentioned in this episode:
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For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Jessica Turnbull, Director of Marketing & Communications at Sendle, about product marketing and how it can increase acquisition and retention.
Jessica is a senior marketing executive with a strong background across telecommunications, financial services and logistics, and now deeply immersed in the start-up world at Sendle.
With nearly two decades of experience driving marketing efficiency for leading brands like Telstra, Westpac and PayPal, Jessica leads the Australian marketing function for Sendle – driving Sendle’s business objective of being ‘The number one delivery partner for small business in Australia and across the world’.
Jessica is passionate about understanding the customer and loves marketing automation to help bridge the gap between sales and marketing.
The episode covers the following:
Resources mentioned in this episode:
_________________
For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Ed Breault, Chief Marketing Officer at Aprimo, about how marketing teams can leverage generative AI tools like ChatGPT in their day-to-day marketing activities.
As CMO, Ed drives the brand’s go-to-market strategy across all marketing functions to empower the marketing organisations of today to become the genius brands of tomorrow by unleashing the power of content.
Ed combines his growth marketing expertise and extensive background in brand development with his passion for developing intentional account-based experience programs that build awareness, demand, and ultimately, revenue.
The episode covers the following:
Resources mentioned in this episode:
_________________
For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Marcus Oulds, VP of Commercial EMEA & APAC at Salesloft, to discuss how organisations should approach their sales and marketing in an economic downturn.
Marcus is an experienced Head of Sales with a demonstrated history of working in the Digital industry, Marcus graduated from Queensland University of Technology with an MBA. He is skilled in negotiation, advertising, sales, and e-commerce.
Marcus is a strong consulting professional, having previously led the hypergrowth components of businesses across APAC and EMEA such as Groupon, GoCardless & Google.
The episode covers the following:
Resources mentioned in this episode:
_________________
For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Drew Sechrist, Co-Founder & CEO at Connect the Dots about his experience being employee number 36 at Salesforce and the lessons learnt from his time at the organisation.
A cold email to Marc Benioff in 1999 landed Drew an account executive job at Salesforce, where he became the company’s highest-producing seller, then the highest-producing sales manager as Salesforce scaled from zero to more than a billion dollars in revenue.
When Drew moved on in 2010, he was the VP of Salesforce’s High Tech vertical, calling on customers such as Apple and EMC. He launched his first tech company, Koozoo, in 2010, and went on to serve as an investor, advisor, and Chief Revenue Officer for various startups before founding Connect The Dots in 2019.
As a young seller, leaders like Marc Benioff, Jim Steele, Carl Schachter, and Susan St. Ledger transformed Drew’s career by opening their networks and making warm introductions on Drew’s behalf. With Connect The Dots, Drew is making that experience possible for anyone.
The episode covers:
Resources mentioned in this episode:
_________________
For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Rachel Teare, Head of Global ABM and Customer Lifecycle Marketing at Cloud Software Group about account and vertical selection for your ABM program.
With 25+ years of experience in B2B marketing, Rachel has built teams, and functions and transformed digital marketing. She’s won two SiriusDecisions awards; Sales & Marketing Alignment and Demand Creation Strategy Program of the Year and the ITSMA Marketing Excellence Award – Embedding ABM Programs.
Responsible for ABM across the entire customer journey with a maniacal focus on account-based growth, Rachel has always been incredibly passionate about people, also shown through her mentoring and coaching.
You’ll often find her pottering in the garden which is one of her favourite places to think and generate new ideas.
The episode covers:
Resources mentioned in this episode:
_________________
For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin Hoda chats with Lachlan James, Chief Marketing Officer at VisualCortex, about the differences marketers need to take into consideration when developing content for new and upcoming categories, compared to an established space.
Joining VisualCortex in November 2021 as its inaugural CMO, Lachlan was most recently CMO at Australian start-up Operoo (formerly known as CareMonkey), which was acquired by US-based EdTech company, SchoolStatus, in October 2021.
Lachlan has held Head of Marketing roles at other Australian technology start-ups, including CAMMS, Linius, and was the founding member of the marketing team for global success story, Yellowfin - an Australian analytics start-up acquired by Idera Inc. in January 2022.
Lachlan has a strong and consistent track record of working with Australian start-ups to help build their local presence and catapult them into the global marketplace.
The episode covers:
Resources mentioned in this episode:
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For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Belinda Pervan, Vice President, APJ marketing at Veeam about how Veeam's marketing team stays creative while constantly testing new ideas and pushing boundaries.
Belinda is passionate about leadership and enabling her teams be the best marketers and human beings possible. Living through example, she measures her success on how she can enable her teams' own achievements and growth to reach their career and business goals.
In our information-driven economy, Belinda believes in a data-driven approach to marketing to enable insights, make informed decisions, and demonstrate true business value. However, she equally invests in developing strong business relationships, interlocking with sales and all other areas of the business.
Her commitment to human-centric leadership can be seen in her accomplishments as the founding leader of Veeam's CSR program in ANZ, an Executive Sponsor of Veeam's Women in Green program, and she actively supports local charities in Singapore via the Veeam Cares program.
Passionate about giving back and shaping the next generation, Belinda is a strong supporter of mentorship for women and driving equality, sponsoring Veeam's Mentor Labs program and also co-leading the Singapore chapter of Mentor Walks.
The episode covers:
Resources mentioned in this episode:
_________________
For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Imogen Broomhead, Director of the Executive Briefing Program, Asia Pacific Japan at ServiceNow, discussing the strategies for building an effective Executive Briefing Center in the APAC region to engage and grow relationships with c-suite executives.
With 15+ years in the industry, Imogen is a passionate and dedicated Tech Marketer who doubles down on sales partnering to build and strengthen relationships within the C-suite and drives deal acceleration.
She launched the “EBC” or Executive Briefing Program for ServiceNow in APAC + Japan 5 years ago. The program annually hosts hundreds of customers in Innovation Centres in major cities across APAC and Japan annually, bringing digital transformation and corporate strategy into alignment.
Before joining ServiceNow, Imogen owned the Executive Briefing program and Advancement programs at Macquarie University, led the strategic Events Program at UNSW and worked for many years delivering campaign events in the public, higher education and B2B sectors.
The episode covers:
Resources mentioned in this episode:
_________________
For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chat's with Joanne Woo, Global VP, Division Head of Marketing & Communications at ABB about purpose-driven marketing and how brands can be a force for good.
From global conglomerates to fast-growing start-ups, Joanne is an award-winning marketer with deep experience building brands.
She is the first Australian to sit on the global leadership team for one of the company’s largest divisions, where she leads a global team of communications experts and oversees the full marketing and communications function across more than 50 countries.
Prior to ABB, Joanne held roles as Vice President, Communications, at GE; Head of Corporate Affairs at Deliveroo; and GM External Communications at Siemens.
Joanne is a fierce advocate for diversity and inclusion, serving as a mentor on the Superstars of STEM program. She is also the Curator for TEDxMelbourne.
The episode covers:
Resources mentioned in this episode:
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For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Luca Destefanis, Head of Marketing, APAC at Kyndryl about how to make your budget go further in 2023, especially with the recent layoffs and budget cuts occurring in the industry.
Luca is a senior marketing executive with a strong business background, rooted in 25 years of international experience across Asia, Europe and the US. He transforms organisations, develops talents, and simplifies complexity to create purpose-driven brands and high-impact marketing campaigns.
Luca is passionate about exploring trends in contemporary art; better-understanding humans through behavioural and neurosciences, and wellness.
The episode covers:
Resources mentioned in this episode:
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For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Bronwyn Karaoglu, Global VP of Marketing at Ignition about the important conversations to have and building rapport with your CFO.
With over a decade of experience driving marketing competency for leading B2B global technology companies like SiteMinder (ASX:SDR) and Genbook (acquired by Booksy in May 2021), Bronwyn leads the marketing function for Ignition globally, serving over 6,000 customers in over 20+ markets.
The episode covers:
Resources mentioned in this episode:
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For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with KP Unnikrishnan “Unni”, Vice President of Marketing (APJ), at Palo Alto Networks, about the basic fundamentals of how to drive growth strategy in your business.
Unni has worked in the technology sector for over 2.5 decades including management roles in marketing, strategy, partnership and sales. He has held senior leadership roles in high-growth environments in both multi-billion-dollar organisations and early-stage companies/ businesses.
Unni was named in the Future B2B CMO 100 in 2022 and the 100 Most Talented Global Marketing Leaders by the World Marketing Congress in 2014. He frequently speaks at industry forums and has been featured in leading publications on areas around marketing strategy, account-based marketing, technology trends, business, culture and leadership.
He holds an engineering and an MBA degree with leadership courses from Kellogg School of Management, Stanford Graduate Business School and Singapore Management University. In his free time, Unni enjoys cycling and yoga, and tries his hand in painting and photography.
The episode covers:
Resources mentioned in this episode:
_________________
For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Dan Sutic, a seasoned marketing professional in B2B SaaS space about how to effectively run sales development across the APAC region while recognising the diversity of markets and cultures in the region.
Dan is a seasoned marketing professional with 13+ years of experience. He has worked across ANZ and APJ regions and has held a variety of roles, including individual contributor and leadership positions in people management.
Dan's passion lies in demand generation, and he enjoys working closely with sales teams to drive results.
The episode covers:
Resources mentioned in this episode:
_________________
For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Matthew Robinson, Vice President of Marketing, APJ, at Contentsquare about how to humanise your digital customer experience in 2023.
Matthew Robinson is the Vice President of Marketing, APJ at Contentsquare, a leading digital experience analytics platform. He has over a decade of experience as a tech marketer and his out-of-office status rotates between 'away scuba diving' and 'on the beach' but what he'll rarely admit is most of this time is spent eating pizza.
The episode covers:
Resources mentioned in this episode:
_________________
For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Jenna Pipchuk, Chief Sales Officer at 3P Learning, about the Unified Commercial Engine (UCE) and how it can completely transform sales and marketing alignment.
Jenna’s commitment to excellence and innovation is turning heads for good reason. With a reputation for transparent leadership and building great teams, she is an influential force within the tech industry.
Former CSO of SMART Technologies, her insights and management transformed the SMART organisation to one driven by customer-centric, data-driven decision-making.
Her relationship-driven approach to her role, and emphasis on building better ways of working, earned her the well-deserved title of 2022 Channel Chief by CRN and a feature in the Harvard Business Review.
The episode covers:
Resources mentioned in this episode:
You can access the extended show notes right here!
_________________
For your copy of the State of ABM in APAC Report: https://xgrowth.com.au/abm-report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Producer, Lysa, chats with Shahin Hoda, Director of Growth at xGrowth, all about his experience of being made redundant and the current economic situation.
Shahin is the Founder of xGrowth, a B2B growth agency helping organisations close more mid-market and large enterprise deals. He's making that happen by popularising Account-Based Marketing (ABM) in Australia, working alongside B2B leaders implementing ABM strategies and building predictable revenue engines.
When he's not busy building ABM campaigns, he's either playing a game of Tennis (which he usually loses) or looking up smoothie recipes (because let's be honest, who doesn't like a nice smoothie).
The episode covers:
If you do find yourself struggling mentally with this topic, please don't hesitate to contact:
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For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Andrea Clatworthy, former Global Head of Account-Based Marketing (ABM) at Fujitsu about how to approach pipeline acceleration and Deal-Based Marketing (DBM).
Andrea is B2B Tech marketing veteran, currently at Fujitsu leading the Account-Based Marketing and Deal-Based Marketing approach globally.
ABM at Fujitsu is mostly 1:1, some 1:few, and Andrea has been driving the approach across geographies since starting it originally in the UK in the last decade.
A regular keynote speaker and occasional podcaster, Andrea has a wealth of experience which she generously shares.
The episode covers:
Resources mentioned in this episode:
You can access the extended show notes right here!
_________________
For your copy of the State of ABM in APAC Report: https://xgrowth.com.au/abm-report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Mark McInnes, Outbound Sales Trainer and Founder of Sales Development Australia, about how to build a sales development sequence. They talk about calls, emails, LinkedIn, direct mail and how to leverage them in your sequences so you can grab the attention of your prospects.
A sales trainer and coach with over 25 years of experience in B2B selling environments, Mark helps his clients start new conversations, find new customers and start that first part of the pipeline.
Mark is the author of Tactical Pipeline Growth, host of the Best of Social Selling podcast and was ranked Australia’s # 1 Social Seller by LinkedIn in 2016.
The episode covers:
Resources mentioned in this episode:
_________________
For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Nirosha Methananda, VP of Marketing at Influ2, about her experience in growing a marketing function from one person to a full team of 20 people.
Driven by a strong urge to Always Be Learning (ABL), Nirosha is a proud marketing generalist. With a career spanning close to 15-years, across many marketing disciplines and industries, she’s currently the VP of Marketing at Influ2.
Prior to this, Nirosha was responsible for creating Bombora's distinctive brand and establishing it as the leading global provider of B2B Intent data. She also led marketing for PwC Australia's Tech Consulting practice, dabbled in PR and journalism at Power Retail and gained an interest in digital and data at Experian Hitwise.
The episode covers:
Resources mentioned in this episode:
_________________
For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Debra Sutton, Regional Vice President of Marketing for Asia Pacific at WalkMe, about how B2B marketers should change their view when it comes to attribution and approach it in a way that will strengthen their position in the organisation and help them build a stronger relationship with the sales team.
Debra is an innovative and creative senior marketing executive with 20 years of experience and a proven track record of achievement with leading technology brands; Adobe, HP, Oracle, ServiceNow and currently WalkMe.
She has won multiple "MVP" awards and was a finalist in the ARN - Channel News Innovation Awards (Marketing Excellence Vendor category) for her WalkMe™ Challenge campaign which has since gone global.
The episode covers:
Resources mentioned in this episode:
_________________
For your copy of the State of ABM in APAC Report: https://xgrowth.com.au/abm-report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
In this episode, host Shahin Hoda chats with Lubaina Rangwala, Global Account-Based Marketing Lead at Thoughtworks, about how organisations can successfully run account-based marketing in the APAC region.
During the conversation, Lubaina mentions the factors that govern the kind of ABM strategy to use per country. She emphasises the importance of thought leadership and partnering-for-content as a key strategy to engage with top-of-the-funnel accounts.
She concludes the discussion by sharing some learnings from her past ABM campaigns at Thoughtworks and future initiatives in the pipeline.
Read the show notes: https://xgrowth.com.au/blogs/run-abm-apac/
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For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
In this episode, host Shahin Hoda chats with Jon Miller, CMO of Demandbase, about the current state of account-based marketing and why organisations should consider moving to its more grown-up sibling.
Based on his years of experience founding and managing global companies such as Marketo and Engagio, Jon highlights the mistakes marketers make while executing their ABM strategy and why Account-Based Experience (ABX) is the next frontier.
Jon discusses how ABX uses the tools provided by ABM hand-in-hand with the customer experience focus of demand generation.
Jon concludes the discussion by sharing his take on the future of Account-Based Experience (ABX) and how it will evolve in the next three years.
Ready the show notes: https://xgrowth.com.au/blogs/move-from-abm/
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For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
In this episode, host Shahin Hoda chats with Stephanie McCredie, Senior Marketing Director at Salesforce, about her journey with account-based marketing.
Stephanie talks about ABM at Salesforce and the criteria she uses to determine the tiers of ABM an account should fall in.
She also advises marketers to think big, start small and move fast when executing their ABM strategy and shares some practical tactics to engage with the sales team to ensure success.
Read the show notes: https://xgrowth.com.au/blogs/salesforce-abm-campaigns/
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For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
In this episode, host Shahin Hoda chats with Neil Berry, Head of Global Account & Deal Based Marketing Centre of Excellence at Atos, about how and why marketers need to build a theme for their ABM campaigns.
During the conversation, Neil defines the purpose of a theme and what it is supposed to achieve.
He recommends starting with the priorities of the target accounts and building the campaign theme around them. He advises marketers to be thorough with their research, encourages them to take intelligent risks with messaging and go all out in getting buy-in from sales and the C-level executives before starting an ABM campaign.
Read the show notes: https://xgrowth.com.au/blogs/abm-campaign-theme/
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For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Tracy Gawthorne, Vice President & Chief Marketing Officer for Asia Pacific at Capgemini, about how to prepare your marketing team for the new year.
Tracy has more than 20 years’ experience building great brands and great teams, connecting with clients and driving growth in markets across the globe.
She is a passionate advocate for inclusion and diversity; constantly curious about life and leadership; forever grateful for family and friends.
Tracy is involved in many initiatives to advance gender equity and has a long history of supporting women in leadership.
The episode covers:
Resources mentioned in this episode:
_________________
For your copy of the State of ABM in APAC Report: https://xgrowth.com.au/abm-report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Jon Amery, Head of Marketing at Australian Finance Group (AFG) about building data-driven customer communications and onboarding strategies.
Jon has worked for some of the UK and Australia's biggest brands, including BSkyB, AOL, Virgin Media, VOCUS and now AFG across Executive Marketing, Commercial and Customer experience roles.
He’s been twice recognised by CMO50 in the top 10 Chief Marketing Officers in Australia and spent 5-plus years advising (mostly B2B) start-ups through all stages of growth.
The episode covers:
Resources mentioned in this episode:
_________________
For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Suzanne Pelizzari, APAC Marketing Director at CSG about how, as an APAC marketer, you can take your HQ campaigns and make them relevant for the region.
The episode covers:
Suzanne is a proactive, results-focused, global marketing executive who specialises in demand generation and pipeline marketing. She has a track record of achieving results by implementing innovative marketing strategies to help organisations tell their unique story, grow revenue, reach audiences, create communities, build partnerships and deliver experiences - all while building high-performing marketing teams who love to have fun at work.
With her current role at CSG, Suzanne has previously worked at ABB, Amdocs, Ergon Energy and RPM Global.
Resources mentioned in this episode:
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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Norm Jefferies, Managing Director at Truis about his approach to staff retention.
The episode covers:
Having joined Truis 30 years ago, fresh out of university, Norm now sits as the Managing Director and respected thought leader within the IT space. He is a committed advocate of bringing change and transformation to the IT industry through his thought leadership, always looking for opportunities to work smarter, improve efficiency, and build a better world.
As a leader, Norm’s motto in life and work is to “do something today that makes tomorrow better than yesterday”. He loves that he has helped to grow a business that allows our customers to answer the question, “how can we be better?” and help them solve challenges and improve their systems through impactful and thoughtful technology solutions where people come first.
Resources mentioned in this episode:
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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin Hoda talks with Theo Nasser, Chief Executive Officer at Right-Hand Cybersecurity about how Right-Hand built its customer acquisition channel and managed to land large enterprise customers as a new startup.
Theo is the CEO and Co-Founder of Right-Hand Cybersecurity. Right-Hand provides a modern and interactive security awareness platform to help organisations quantify and reduce their employee cyber risk, build cyber culture and meet compliance standards. Prior to founding Right-Hand, Theo was a Sales Leader at FireEye and SonicWall, helping them expand their businesses across Asia-Pacific into Singapore, Australia, and Japan.
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Download your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell from xGrowth
We would love to get your questions, ideas and
feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with James Wrigley, Principal at First Financial about his experience growing an audience on both LinkedIn and TikTok.
The episode covers:
James has been with the core group at First Financial for over 10 years, and he has worked his way through the planner training system through multiple roles.
He primarily works with two demographics of clients; wealth builders in their late 30’s and 40’s who are looking ahead into the future and those who are at or near retirement.
Resources mentioned in this episode:
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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Hamish Grant, Vice President Marketing at SafetyCulture about product-led growth.
The episode covers:
Hamish is an experienced marketer, strategist and business leader with a passion for new technologies and hyper-growth companies. He specialises in category-defining growth strategies from startup to enterprise, and has held a number of senior leadership roles in technology companies in Australia and around the world.
Resources mentioned in this episode:
_________________
For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/
Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Programmatic Account-Based Marketing, or one-to-many, is one of three tiers of ABM, the other two being one to few and one-to-one. It is focused on a large number of accounts and tailoring campaigns at scale.
The key to this style of ABM is having the right balance between personalisation and scale.
Compared to the other tiers, this one-to-many approach is more reliant on technology. This is because a one-to-many campaign can require targeting and delivering a personalised message to a large number of accounts, sometimes in the thousands.
If you are targeting upper mid-market, enterprise companies and government entities this session is tailored for you.
🎓 What you will learn in this session:
🎙Who are the speakers?
Like to watch content? You can watch this episode via our xGrowth YouTube Channel
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Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
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Shahin chats with Daniel McDermott, Senior Marketing Director, APAC at Mimecast about how the Mimecast ANZ team secured its own brand budget for the region from their HQ in the UK.
With his expert knowledge and insights from 20+ years of experience, Dan drives the highly regarded Get Cyber Resilient blog and podcast. Launched in 2019, he provides specialist advice, threat insights, practical applications and commentary on the brand risks that are associated with cyber-attacks to the local market. Dan is called on for comment on the reputational and financial fallout of such attacks and the preventative and response measures brands can take to protect themselves from and minimise such fallout.
A B2B marketing expert, who has twice been included in the prestigious CMO50, the strategies Dan leads are designed to position and grow brand value through effective segmentation and communication of integrated value propositions underpinned by the brand promise.
Dan firmly believes in applying foundational marketing principles while constantly looking at new and innovative ways to engage target markets and grow the business.
Resources mentioned in this episode:
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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Davinia Simon, Head of Sales and Growth Markets at Stax, about the fundamentals of building go-to-market plans. In her role, she is focused on empowering partners and customers to innovate and expanding the Stax offering into new markets.
Davinia is passionate about the power of cloud technology, paving the way for accelerated innovation, helping businesses remain relevant and competitive by lowering costs, and providing the solutions to create and bring services to market quickly. Using research, creativity, and collaboration to reframe customer-focused problems, she loves seeing the impact that great experiences can have on individuals, businesses, and society.
Prior to joining Stax, Davinia held roles at Amazon Web Services (AWS), most recently as the Head of Channel and Alliances, and at Adobe.
Resources mentioned in this episode:
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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Dean McGuinness, ABM Strategist at xGrowth, about where to start with ABM and the foundational elements to make sure your ABM is a success for your organisation.
Dean creates, manages and scales ABM programmes for fast-growing companies like Zoom, OutSystems and Commvault. He takes clients on a journey to discover ABM and apply it to their own businesses.
In addition to working on the principles of ABM with clients, Dean also has a strong background and knowledge in sales and marketing activation motions.
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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with APJ Marketing Director, Stephanie Dechamps, from Boomi about running programmatic (one:many) ABM programs in the APAC region.
From Journalism to AdTech to MarTech, Stephanie’s career took a new turn when she decided to explore how performance data can drive revenue.
Building and leading the APJ marketing team, she also covers all aspects of marketing (events, digital, integrated demand, partner, customer, brand, PR, operations, and product).
Stephanie believes in the power of a fully integrated and personalised customer journey. She counts on AI and ML to improve targeting and optimisation. “It has never been a better time to be a marketer.”
Resources mentioned in this episode:
For the full transcript and show notes, you can find them here
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For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Kylie Wing, CMO at ApprovalMax about how they have turned webinars into a primary source of pipeline creation.
Kylie is an inquisitive and strategic leader with 15 years of marketing insights. Her areas of expertise are encouraging marketing teams to become truly data-driven, understanding funnel metrics, optimising processes, and communicating how marketing is positively impacting business revenue.
She is passionate about creating tighter alignment between Marketing and Sales teams, and fine-tuning strategies and tactics to achieve marketing and business KPIs.
Resources mentioned in this episode:
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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with David Schlosberg, Business Advisor at Ferguson Alliance about how to start building your sales team at your organisation
As a former sales executive for several large family agribusiness companies, he has substantial experience serving on leadership teams and leadership committees - developing the vision and strategic plans for business development and revenue growth.
Most of David’s career experience has been in sales and business development as well as product development and commercialisation.
He has worked directly with owners and investors who are taking the risk, their management teams, and the operations people at all levels within the organisation.
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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Scott Combes, Head of JAPAC Public Sector Marketing at Google Cloud about how marketers should think about marketing to the public sector.
Being a Senior SaaS Marketing Leader who thrives on bringing Sales and Marketing organisations together to deliver results, Scott’s key focus is on using cutting-edge digital campaigns and marketing technology to drive real ROI.
He has extensive experience in B2B marketing throughout Australia and the Asia-Pacific region by leading marketing teams in Dell, Oracle and Temasek backed cybersecurity start up - SHIELD.
Resources mentioned in this episode:
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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Nick Flude, CMO at Sekuro about how to plan your career progression as a marketer.
As CMO, Nick has overall accountability for the company’s marketing strategy and execution; as well as leading and inspiring a talented and motivated marketing team. Prior to his role at Sekuro, Nick was CMO for Secure Code Warrior, a hyper-growth VC funded cyber security start-up, and has held a variety of Marketing roles at vendors, integrators, tech start-ups, and major Telcos in the UK and Australia.
Nick is known as having a ready grasp of new and emerging technologies, and rates highly on the unofficial ‘marketing nerd’ scale due to his passion for all things digital and tech related. He is proud to be an Advisory Board mentor to some of the next generation of CMOs around the world. An extremely rewarding role that teaches him a lot - as well as being able to share some of his insights and knowledge gained over the years.
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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Kelly Harvey, Head of Marketing at IntelliHR about how to leverage micro changes to completely transform marketing output and hit your KPIs one after another.
A natural-born storyteller, Kelly knows what it takes to build a B2B brand. Her career spans 15 years driving results across the full gamut of strategic marketing, public relations and communications. Having spent the last ten years working in SaaS she's a big believer in making data-driven marketing decisions and putting the customer at the forefront of everything she does. She is passionate about building high-performing teams that deliver tangible results.
Today, Kelly heads up the marketing team at IntelliHR, the people platform, which was born out of the market's need for technology that provides deep people insights and empowers HR leaders.
Resources mentioned in this episode:
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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Karina Guerra, Global Group GM - Customer Intelligence & Marketing at Xref about how marketing leaders should set themselves up for success when dealing with the Chief Financial Officer of their company in regards to showing ROI, asking for budget, and more.
With over 20 years of experience across multiple industries, Karina has always adopted a hands-on approach to reaching audiences with meaningful messages. She has also developed great analytical skills that have become key to her data-driven decision-making. Prior to joining Xref, Karina spent almost four years with Cochlear APAC, where she led digital transformation marketing and analytics.
Karina holds an MBA with a major in Business IT (UTS), and most recently she completed a Business Analytics Diploma at The Wharton School.
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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin Hoda chats with Oren Cohen, COO at Voyantis, about how marketers in SaaS companies should calculate the lifetime value of their customers and what pitfalls they should avoid.
Using ML to activate zero- and first-party data, and target the right customers from the onset, Voyantis have shown some remarkable success with substantial players such as Miro and Notion, and as Oren attests, this is just the beginning.
Before joining Voyatis, Oren was the VP of Demand and Operation at Iron Source. He is an optimistic vegan, excited about solving growth challenges using AI.
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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Listen to our second session further unpacking the State of Account-Based Marketing in APAC Report — the first in-depth study focusing on ABM in the APAC region.
Get your copy here to find out how APAC's top B2B growth teams approach Account-Based Marketing.
You will learn:
We are joined by special guests Leanne Chescoe from Demandbase and Ljubica Radoicic from Autodesk to dive into ABM learnings from other geographies APAC marketers can use – what works, what doesn’t and what needs to be tweaked to succeed in APAC.
Our panel will discusses the results from the report, the best practices for rolling out ABM in APAC, how to optimise, and how to deal with the biggest pain points in the region.
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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Discover the State of Account-Based Marketing in APAC with xGrowth's State of ABM in APAC Report.
Get your copy here to find out how APAC's top B2B growth teams approach Account-Based Marketing.
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Shahin chats with Tim Rowell, General Manager, APAC at Piano.io about what is happening in the media and publishing industry and the challenges the sector is facing.
Tim has worked in and around the digital media business for 20 years. He began his career as a business journalist in the UK contributing to titles such as Management Today, Campaign and Marketing and then moved into the technology/product side of the journalism business for The Telegraph where he led product development, oversaw a number of major website relaunches and led data analysis for the MPs Expenses investigation.
Tim has spent the last 10 years advising media businesses on their subscription and identity management initiatives and joined Piano 4 years ago to run their UK operations, working with Piano clients including, The Economist, The Telegraph, The Independent, DMG Media, Tortoise Media, Motorsport, JPIMedia, Newsquest and The Spectator.
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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Discover the State of Account-Based Marketing in APAC with xGrowth's State of ABM in APAC Report.
Get your copy here to find out how APAC's top B2B growth teams approach Account-Based Marketing.
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Shahin chats with Paul Gibson, Vice President International at Demandbase about how to recession-proof your marketing strategy with ABM and ABX.
Paul is passionate about helping businesses harness the power of technology. With over 15 years in the digital martech space and a proven track record of entering a new region, building teams, exceeding goals and delivering strong revenue growth.
Paul was the first Demandbase employee in EMEA, with a mission to evangelize ABM, define a go to market strategy, and build a world class team.
Prior to Demandbase, Paul held roles at Microsoft, AgilOne, StrongMail Systems and several other martech companies.
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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Discover the State of Account-Based Marketing in APAC with xGrowth's State of ABM in APAC Report.
Get your copy here to find out how APAC's top B2B growth teams approach Account-Based Marketing.
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Shahin Hoda chats with Ronan Bray, Head of Marketing (APAC) at Drift about the role of conversational marketing and ABM.
With over 15 years of experience in B2B tech with a focus on growth, automation, digital and strategy, Ronan has founded three companies, two of which he sold, with the third still operating, where he delivers marketing strategy, websites, lead generation campaigns, and marketing automation solutions for start-ups and SMEs.
Ronan was awarded with a Smart 30 Under 30 award and has been featured in the Australian Financial Review, Sydney Morning Herald and SmartCompany.
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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Roey Balbus, Chief Operations Officer at TradeSquare, about everything marketing operations.
Known for his unrelenting passion for people, marketing and strategy, Roey connects industry professionals, specifically in retail and healthcare, with Australia’s biggest brands through learning, collaboration and strategic partnerships.
With years of experience in brand development, operations, strategy, partnerships, sales and people management, it has led Roey to do what he loves while growing his career.
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Hosted & Produced by Shahin Hoda & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Greg Nutter, Principal Consultant and Founder of Soloquent Inc., about Marketing in complex sales environments and what marketers should know from the sales side of the equation.
Greg helps business owners and senior sales and marketing executives solve revenue growth problems through direct, indirect, or multi-channel sales models. With over thirty-five years of experience, he has worked with a wide range of companies to develop strategies, programs, processes, and tools to grow revenues, enter new markets, increase sales consistency, and develop skilled sales, channel, and management personnel.
Resources mentioned in this episode:
Greg has read and was impacted by SPIN Selling by Neil Rackham.
His book P3 Selling focuses on the powerful and proven strategies for today's B2B seller.
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Hosted & Produced by Shahin Hoda & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Tim Beveridge, Founder and CEO of Modern Marketing Group and CMO of Versent about whether you should choose an agency role or work on the client side.
Tim is an innovative and commercially focused marketing consultant with 20+ years of experience helping deliver consumer centric and profitable growth. His experiences include leveraging his skills through digital experience agencies, creative advertising agencies, MarTech businesses, media agencies, and client-side roles across almost every category of B2B and B2C marketing.
Resources mentioned in this episode:
For starting out in your marketing career, Tim recommends:
Midway through your career:
OR
Later in your career:
Although there is no set playbook, they can still be helpful as long as you don’t get distracted by the tactics, focus on strategy. Tim recommends:
Some of Tim’s influencers in the marketing space include:
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au
Shahin chats with Soumyajit Dey, Global Head, Digital Experience Optimisation at Thoughtworks, about how marketing leaders can eliminate regional silos.
With over 19 years of experience in marketing and communications, Soumyajit is passionate about digital marketing in the technology B2B space.
He's worked with leading global technology companies such as Google, Accenture, IBM and Amazon, and has been responsible for working on and spearheading various digital marketing projects, building teams, strategising and delivering end-to-end digital experience for users.
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Shahin chats to Vincent Cotte, Senior Director Go-To-Market Marketing ANZ at Salesforce about how the team at Salesforce approaches designing go-to-market strategies and what other marketers can learn from the process.
Vincent is responsible for Salesforce’s sales, analytics and platform go-to-market across the Asia-Pacific. Working to ensure an open line of communication between customers and product management, as well as educating the market on the opportunities possible using Salesforce’s capabilities.
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Host Shahin Hoda chats with Daniel Priestley, Co-Founder of Scoreapp, about how B2B marketers can create campaigns that will generate interest from their target audience, sustain that interest and then turn it into business metrics.
Starting with nothing, Daniel has built valuable and scalable businesses in Australia, the UK, the US, Canada and Singapore. Daniel’s Mission is to develop entrepreneurs who stand out, scale-up and make a positive impact in the world.
Daniel Priestley is the Founder of Dent Global and has just won Entrepreneur of The Year 2022, is a 4x best-selling author, speaker and leading authority in scaling businesses.
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In this episode, Shahin is in discussion with Eric Wittlake, Senior Analyst at TOPO about how marketing should go about selling account-based marketing to the sales team to get full buy-in from them.
Eric Wittlake leads TOPO’s account-based strategy research and works directly with revenue and marketing leaders to drive growth through repeatable best practices that increase customer value, improve customer acquisition, and drive expansion.
Read the show notes: https://xgrowth.com.au/blogs/sell-abm-sales/
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In this episode, host Shahin Hoda chats with Malcolm Hamilton, Global Marketing Director at SAP, on why IT businesses worldwide are now taking marketing very seriously. Malcolm talks about the importance of having marketing at the leadership table, guiding decisions about what accounts and prospects to target.
He also highlights the importance of having a strong understanding of the overall buyer’s journey and encourages IT leaders to be patient while expecting ROI from marketing initiatives.
Read the show notes: https://xgrowth.com.au/blogs/it-business-marketing/
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Shahin Hoda chats to Nick Morgan, Co-Founder & Joint CEO of Vudoo, which specialises in pioneering interactive video.
Shahin & Nick dive deep into the current state of video, and how the 2nd wave of digital video is emerging. They discuss how the fundamental ways organisations create video and how consumers interact with said video are changing.
Nick is an entrepreneur, an experienced strategist, and a product guy, Nick believes in the power of technology to elevate business success and enhance people’s lives. With an extensive track record delivering enterprise solutions across the public and private sectors, Nick has channelled this experience into developing market-first tools to transform digital engagement.
Read the show notes: https://xgrowth.com.au/blogs/online-video-marketing
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Shahin Hoda chats with Alex Colvin, CEO at Pendula, about why marketers should stop looking at NPS as the holy grail of metrics when it comes to customer retention and what to do instead.
As Pendula’s CEO, Alex creates and manages both the vision and mission of the business. Never one to shy away from a challenge, he takes great pride in showcasing how the company can signal a gear change to new and prospective customers. Alex believes that Pendula is primed to be a benchmark platform, and the business focus on customer retention has been transformative for many of the company’s clients
Starting his entrepreneurial career early on, Alex founded the tutorial business Student Seek the year he graduated high school. Once he’d completed his University of Sydney degree in Commerce and Engineering he entered management consulting with Bearing Point, then Pactera which allowed him to split his time between Sydney, Australia and Silicon Valley in the US.
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Shahin Hoda chats with Marcella Larsen, Senior Director, Retail Advisor at Salesforce about some of the recent developments in the retail sector and what you should know if you're selling into this space.
Marcella is the Retail Industry Market Development Executive for Australia. Marcella is responsible for leading platform-agnostic cloud and mobile Focused Growth Strategies in the industries of Retail, Travel, Hospitality and Consumer Goods. Marcella brings almost 22 years of deep customer, vertical technology, sales and marketing experience to this role.
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Shahin Hoda chats with Brett Chester, Senior Vice President of Marketing at Deputy, about how marketers can leverage the novel concept of customer-led growth to create powerful content pieces and drive better engagement.
Brett starts by defining this approach and talks extensively about why and how marketers should bring in customer success stories, customer quotes and testimonials in their go-to-market content pieces.
Brett also shares his views on humanising the sales cycle and emphasises the importance of having a solid product marketing function. Brett concludes the discussion by advising marketers to take inspiration from B2C marketing trends to innovate in the B2B space.
Read the show notes: https://xgrowth.com.au/blogs/customer-led-growth/
ABM in APAC survey: https://www.xgrowth.com.au/survey
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Shahin Hoda chats with Nick Sheehan about how to prepare your organisation for a merger or acquisition.
Nick is the founder and CEO of EFEX, an Australian Business Technology Service provider, dedicated to making IT simple and accessible for SMEs and enterprise-sized companies.
Nick is responsible for overseeing the growth of the business through acquisition, expansion and diversification of new products and services as well as leading the team to success. In just eight short years, Nick has grown EFEX to a team of 300 staff operating in 20 towns and cities across NSW, QLD and VIC.
Prior to founding EFEX in 2013, Nick founded another technology business which was eventually acquired by Upstream/Fuji Xerox in 2010.
ABM in APAC survey: https://www.xgrowth.com.au/survey
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Shahin chats with Joe Escobedo, CEO and Chief Editor at Esco Media, about how B2B marketers can leverage podcasts as part of their ABM efforts.
Joe is the author of “Asian Growth Stories“. He has advised and trained over 12,000 executives from around the world, from countless Fortune 1000 brands, on building brands and growing revenue through digital. He is a former LinkedIn content marketing consultant, advising the company’s top clients across the Asia Pacific.
ABM in APAC survey: https://www.xgrowth.com.au/survey
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Host Shahin Hoda chats with Julia Merrick, Head of Brand and Content at Employment Hero, about how marketers, either in the startup world or the enterprise space, should change their approach to PR and also establish and communicate its ROI to the rest of the business.
Before Employment Hero, Julia worked in a number of different industries spanning technology, professional services and travel.
A graphic designer in a previous life, Julia consolidated these skills with her keen passion for strategy, brand storytelling and communication to become the creative marketer she is today.
Day-to-day, Julia oversees a team of exceptional people who help drive the creative beating heart of Employment Hero. When she’s not wearing her manager hat, Julia leads the global content and communications efforts of the company. She is also known internally as the webinar queen and is said to throw a great event, both online and offline.
ABM in APAC survey: https://www.xgrowth.com.au/survey
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In this episode, host Shahin Hoda chats with Darrell Alfonso, Global Marketing Operations at Amazon Web Services, about how marketers should approach their martech strategy to drive revenue and higher ROI on their investments.
Darrell starts by advising marketers to begin with their objectives and work backwards to discover the martech they need to create a great customer experience. He also talks about why marketers should take the education provided by martech vendors with a pinch of salt and that listening to sales might not always be the right way to go.
During the conversation, Darrell drops many golden nuggets about customer experience, managing data and ways to prioritise marketing projects. He concludes by advising marketers to practice writing content as much as possible to achieve clarity of thought and vision.
Read the show notes: https://xgrowth.com.au/blogs/aws-martech/
ABM in APAC survey: https://www.xgrowth.com.au/survey
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Shahin Hoda chats with Anthony Lieu, Head of Marketing & Partnerships at LegalVision, about generating high-quality content at scale. Anthony, began his career at LegalVision as a newly minted lawyer, before seizing on the more interesting challenge to turn legal marketing on its head.
Anthony leads a team that brings together lawyers, growth marketers, and developers. They are tasked with breaking down barriers to legal services by transforming the way businesses engage lawyers.
LegalVision’s marketing strategy has received national and international recognition for its innovative approach in combining content, data and marketing automation to deliver exceptional client experiences and promote access to legal services. LegalVision was recently named the fastest-growing law firm in the Asia-Pacific by the Financial Times as well as Law Firm of the Year.
State of ABM in APAC Survey: https://xgrowth.com.au/survey
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Shahin Hoda chats with Matthew Hunt, Founder at Automation Wolf, about the importance of building communities. Most available advice is high level, ambiguous and lacks practicality. Matthew joins us to explain how to practically approach building B2B communities.
Matthew Hunt is a serial entrepreneur, B2B sales and marketing expert, and coach to company CEOs, marketing directors, and entrepreneurs. His extensive experience of over a decade of helping B2B companies succeed in sales and marketing has driven him to create several 7-figure businesses and he’s just getting started.
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Shahin Hoda chats with Su-Ren Neo, Senior Director, Marketing for Asia-Pacific and Japan at Twilio, about how marketers can improve their approach to customer engagement.
Su-Ren starts with her definition of customer engagement. She talks about the fascinating nature of APAC from a marketing perspective and emphasises the role of data in creating a competitive advantage for any company in the region.
During the conversation, Su-Ren also discusses some industry examples of companies acing the customer engagement game! She then concludes by mentioning some mistakes that companies can avoid.
Read the show notes: https://xgrowth.com.au/blogs/customer-engagement/
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In this episode, host Shahin Hoda chats with Neil Berry, Head of Global Account & Deal Based Marketing Centre of Excellence at Atos, about how and why marketers need to build a theme for their ABM campaigns.
During the conversation, Neil defines the purpose of a theme and what it is supposed to achieve.
He recommends starting with the priorities of the target accounts and building the campaign theme around them. He advises marketers to be thorough with their research, encourages them to take intelligent risks with messaging and go all out in getting buy-in from sales and the C-level executives before starting an ABM campaign.
Read the show notes: https://xgrowth.com.au/blogs/abm-campaign-theme/
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Host Shahin Hoda talks with Lidia Lal, Head of Marketing (APAC) at Udemy, about how to build an APAC marketing team from scratch as a regional office.
Lidia Lal is currently the Head of Marketing for the Asia Pacific at Udemy. Prior to this, she has held senior marketing management roles with some of the world’s leading technology brands including Experian, Hewlett Packard Enterprise Services, Rightnow Technologies, SAS, Oracle and Westcon Group. She also ran her own marketing consultancy for over 10 years servicing small to medium businesses.
A senior marketing and communications leader with over 20 years of experience, Lidia’s broad expertise spans both B2B, B2C2B areas and has successfully led marketing teams across a diverse range of marketing disciplines.
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In this episode, host Shahin Hoda chats with Boden Westover, CMO at Vivi, about how foreign companies can grow their presence in the United States of America.
With more than 10+ years of experience leading US expansion initiatives for organisations such as Vivi and Catapult, Boden shares a lot of valuable guidance. During the conversation, he talks about the increased need for clear positioning and the importance of managing potential cultural differences.
Boden also shares his input on GTM and hiring strategy. He recommends having segment-specific campaigns and onboarding as much local talent as possible.
He concludes by emphasising the critical role of a US-based senior leadership and strategic investment, in accelerating any company’s growth in the region.
Read the show notes: https://xgrowth.com.au/blogs/us-expansion/
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Shahin Hoda chats with Jamie Cairns, Chief Strategy Officer at Fluent Commerce about how to set up a partner-led strategy for your organisation.
Jamie has spent the last 20+ years collaborating with partners to take new solutions into new markets, within start-up scale businesses like TimesTen and Arantech and global software organisations such as Tektronix and Oracle, where he was responsible for the Retail Solutions portfolio in APAC immediately prior to joining Fluent Commerce in 2015. In his current role at Fluent Commerce he is responsible for business and product strategy; having previously led both the Sales and Channel & Alliances business units.
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Shahin chats with Robin Zhang, Head of Marketing at Thought Machine about how B2B marketers should approach career development and plan in 2022.
Robin joined Thought Machine with 18 years of experience in various global and regional marketing leadership roles at EY and Deloitte, covering a wide range of marketing disciplines from events, content marketing, account marketing, branding and communications, to operations.
Prior to the Big Four, Robin was the product marketing manager of Dun & Bradstreet’s e-commerce division, eccelerate.com, and led the go-to-market effort of its first digital solution.
Robin started her career as a software engineer. Her passion for technology and market strategy has led to her extensive experiences in helping businesses launch technology-centric products and services globally.
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Shahin Hoda chats with Jill Berry, CEO & Co-Founder of Adatree about how organisations should approach and target the financial services space in Australia, what works, what doesn't work and how to ensure a successful sales and marketing approach to the sector
Adatree is an Australian financial technology company at the forefront of Open Banking, also known as the Consumer Data Right (CDR). As an Open Banking advocate passionate about solving big problems with high-impact solutions, Jill used her experience in building banks (AMP, Tyro Payments and Volt) and developing innovative financial products to co-found Adatree in 2019 alongside colleague Shane Doolan. She currently sits on The University of Sydney Business School Advisory Board.
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Shahin Hoda chats with Joanne Schofield, Director of Marketing, ANZ at The Access Group, about how marketers can build a plan that generates a pipeline.
Joanne advises marketers to start with their organisation’s business objectives. She then recommends working backwards from the company-wide revenue growth projections to develop a realistic target and a plan for the marketing team.
During the conversation, Joanne also talks about important considerations while building an effective marketing plan such as the role of SDRs, product marketing, historical conversion rates and handling marketing sourced versus marketing influenced revenue.
Read the show notes: https://xgrowth.com.au/blogs/marketing-generates-pipeline/
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Shahin Hoda chats with Christopher Willis, Chief Marketing Officer & Chief Pipeline Officer at Acrolinx, about how B2B marketers should think about pipeline acceleration and how they can execute it successfully.
During the conversation, Chris emphasises the importance of having consistent meetings with sales and revenue executives about their pipeline for future quarters. He also talks about the marketing team’s role in removing any risks concerning the deals in the sales pipeline. Chris advises marketers to centralise their reporting function and shares exciting stories from his more than 20 years of industry experience.
Read the show notes: https://xgrowth.com.au/blogs/rollout-pipeline-acceleration/
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On today’s podcast, host Shahin Hoda talks with Nicki Shirley, Head of Marketing at Qruios about creating thought leadership that stands out and how she has done exactly that in her role at Qrious.
Nicki has over 20 years of experience implementing exceptional B2B tech marketing in New Zealand. She’s passionate about achieving business growth by combining the art and science of marketing. As well as embracing agile marketing practices and empowering marketing teams, Nicki is also a committee member and judge for the NZ Marketing Association and regularly speaks at marketing events.
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In this episode, host Shahin Hoda chats with Leandro Perez, Vice President, Asia Pacific Marketing at Salesforce, about how he manages his team and executive stakeholders in the post-COVID world.
Leandro stresses the importance of empathising with employees’ situations while working on a project. He also shares his approach to boosting employee morale and ensuring proper upskilling of his team.
Furthermore, he talks about how he aligns his KPIs with that of the business when it comes to marketing and the internal communication structures that he has established for providing visibility on all marketing efforts to stakeholders outside of the marketing teams.
Leandro leads marketing across the Asia-Pacific region for Salesforce. Previously at Salesforce, he led the global corporate messaging team, responsible for crafting and disseminating the Salesforce corporate narrative to 50,000 employees and millions of customers globally each year.
Read the show notes: https://xgrowth.com.au/blogs/marketing-leadership-postcovid/
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In this episode, host Shahin Hoda chats with Iris Luo, APAC Marketing Lead at Zoom, about the current state of virtual B2B events and what marketers can do to better leverage tools such as Zoom while taking their traditional physical events online.
Iris advises marketers to decide on the experience they want to create for their audience before going into the features of the solution being used for the delivery. She also talks about hybrid events and the need to bridge the online and onsite community gap from an experience standpoint.
Read the show notes: https://xgrowth.com.au/blogs/future-b2b-events/
Join the Growth Colony Slack Community: https://growthcolony.org/slack
In this episode, host Shahin Hoda chats with Ray Kloss, Director of Brand Marketing for APJC at Cisco, about how diversity within the region impacts marketing and what can marketers do to set themselves up for success.
During this interesting conversation, Ray talks about the importance of having an “insider” from every culture to help make better marketing and hiring decisions.
He also shares some valuable advice on mentoring, having a local network and managing the APAC region, specifically India and Japan, by citing stories from his personal experience.
Ray is a seasoned B2B marketer with over two decades of experience across all aspects of enterprise software and technology, including sales, marketing, ecosystems & channels, and delivery.
He has successfully led major projects across North America, Greater China, Southeast Asia, India, Japan, Australia and New Zealand.
Read the show notes: https://xgrowth.com.au/blogs/lead-apac-marketing/
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In this episode, host Shahin Hoda and Andrea Dixon from DocuSign analyse how the COVID-19 pandemic has placed lead scoring under the spotlight.
Andrea goes through some examples of how her team has improved their own processes and about the new industries reaching out to DocuSign. Her unique perspective is a priceless insight to understanding the importance of lead scoring, today and in the future.
Read the show notes: https://xgrowth.com.au/blogs/lead-scoring-docusign/
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Host Shahin Hoda chats with Michele Clarke, Head of APAC Marketing at Secure Code Warrior to tap into her wealth of knowledge on Account-Based Marketing.
Michele discusses how to run ABM pilot campaigns and her advice for other marketers thinking of embarking on an ABM journey.
Michele has over 15 years of experience in B2B demand generation within the IT & Cybersecurity sector across APAC. She is passionate about driving growth in organisations large and small.
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Host Shahin Hoda chats with Ben Lipschitz, Managing Director at FoodByUs about how to sell and market technology products and solutions into industries that are considered traditional and have a low level of technology adoption.
Ben is co-founder and Managing Director of FoodByUs, an online marketplace that connects restaurants, cafes and caterers with hundreds of wholesale food suppliers. The overall business has increased 600% in annual revenue since 2019.
Ben’s expertise in the business focuses on sales and marketing and in the past twelve months, he has overseen the growth of the team by 50% and helped deliver an ongoing result of 30% MoM revenue growth. Alongside this, he has been instrumental in securing investment from global marketplace investors FJ Labs and Macquarie Capital, including an AU$10M Series A funding round in November 2021.
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On today’s podcast, Host Shahin Hoda chats with Alex West, CEO at Swoop, about how B2B leaders can and should prepare their business for acquisition.
Alex is the CEO of Swoop, an ASX-listed Australian-founded fixed wireless infrastructure provider looking to shake up the telecommunications landscape. Alex has over 20 years of experience in the Telco sector and has held senior management roles at Superloop, Vocus Communications and PIPE Networks (now TPG).
In his previous role as Group COO at Superloop, Alex oversaw major fibre optic cabling projects domestically and overseas. At Vocus, Alex played an integral role in helping the business grow to be the second-largest fibre infrastructure provider in Australia, in which the business grew from twenty to 3,000 staff members in six short years.
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Shahin chats with Cameron Buckley, Regional Director - APAC at Trustpilot, about the importance of review platforms, how they are helping B2B marketers build trust with their audiences and why there should be more attention from marketers in the region.
Cameron Buckley is the Regional Director - APAC for Trustpilot, a Danish-founded online consumer reviews platform. In his role, Cameron is responsible for scaling the business across the region. He has over 20 years of experience in marketing, sales and general management, working for technology companies across Australia, the UK and Asia.
Prior to Trustpilot, Cameron held a number of senior leadership roles working for local & global technology businesses such as Isentia, MessageMedia, Bugwolf and APositive to name a few.
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Shahin chats with Rory Boyle, Managing Director at Hampers with Bite about how to measure and budget sales and marketing activity as a B2B founder.
Rory is the founder of Australian based B2B gifting company Hampers with Bite, which recently sold up to $28.3 million.
Rory is also the founder of another successfully branded merchandise company called Promotions Warehouse, which specialises in B2B promotional products.
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Shahin chats with Carlota Feliu Argila, Global Marketing Leader - 3D Printing & Digital Manufacturing at HP about how B2B marketers should approach marketing in Japan and Korea.
Carlota is a B2B marketer based in Barcelona with experience in tech and innovation companies, from start-ups to large corporations. Carlota is now leading the Global Markets team at HP 3D printing, and overseeing the demand generation and ABM efforts in AMS, EMEA and APJ.
Carlota considers herself a fair and inclusive leader, acknowledging the responsibility of the impact that she knows, as a leader, she can have on her people and team and always trying to help her mentees be the best version of themselves.
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Shahin Hoda chats with David Fisher, a Sales Hall of Fame Inductee, Speaker, Author and Coach. They discuss how marketers should collaborate with the sales team to turn them into brand advocates for the business on LinkedIn.
David J.P. Fisher (also known as D. Fish) is a speaker, coach, and author of 9 books, including the best-selling Hyper-Connected Selling and Networking in the 21st Century: Why Your Network Sucks and What to Do About It.
David helps salespeople, business owners, and entrepreneurs understand the Sales Sherpa™ Path, where social media, networking, and traditional sales skills are the key to providing value and staying relevant.
Check out David’s books: https://davidjpfisher.com/bookstore/
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In this episode, host Shahin Hoda chats with Jim Lenskold, President of Lenskold Group, about how marketers can calculate the ROI in their initiatives.
Jim shares some of the common mistakes that marketers make while determining ROI and advises to start at the bottom of the funnel before moving upwards.
During the conversation, he also talks about brand measurement, his ROI scenario planning framework, and four different areas of marketing ROI measurement. Jim concludes the discussion by advising marketers to collaborate with sales rather than competing with them.
Read the show notes: https://xgrowth.com.au/blogs/measuring-marketing-roi/
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In this episode, host Shahin Hoda chats to Cath Brands, CMO at Flintfox about crafting exciting and fun B2B stories.
Cath has extensive experience in both B2B and B2C, working with 8 fortune 500 companies, running campaigns that have broken Guinness world records, has worked with some of the giants of our world such as Amazon and Microsoft -- and has been able to translate the excitement of liquor and Coca-Cola storytelling to the Amazon and Microsoft world.
A New Zealand native, Cath Brands has spent the last 18 years as a marketer working around the globe for some world’s largest companies including Lion Nathan, Pepsi, Westfield and Coca-Cola. Cath pivoted to the tech industry in 2013 and joined Amazon where she spent 5 years working across a number of groundbreaking consumer tech innovation projects, including being one of the founding team members of Amazon Go, taking the store from concept to launch.
Cath is now the CMO for the fast-growing tech company Flintfox International. Cath's marketing passion is people, and how putting the customer at the heart of any business strategy is the key to success.
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In this episode, host Shahin Hoda chats with Micah Gabriels, CEO at Mooven, a company building software solutions for traffic management to reduce the impact of construction and roading projects.
They discuss how Mooven has transitioned from a word-of-mouth approach to a marketing-led growth plan, the challenges they've had along the way, how they've addressed them and what's next.
Micah is an environmental economist by training who spent the latter part of his career creating customer-centric products.
He is passionate about bringing these experiences together to drive transformative outcomes for society by enabling us to transition to the cities of the future more quickly — while also enjoying the journey.
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In this episode, host Shahin Hoda chats with Jon Miller, CMO of Demandbase, about the current state of account-based marketing and why organisations should consider moving to its more grown-up sibling.
Based on his years of experience founding and managing global companies such as Marketo and Engagio, Jon highlights the mistakes marketers make while executing their ABM strategy and why Account-Based Experience (ABX) is the next frontier.
Jon discusses how ABX uses the tools provided by ABM hand-in-hand with the customer experience focus of demand generation.
Jon concludes the discussion by sharing his take on the future of Account-Based Experience (ABX) and how it will evolve in the next three years.
Ready the show notes: https://xgrowth.com.au/blogs/move-from-abm/
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In this episode, host Shahin Hoda chats with Lubaina Rangwala, Global Account-Based Marketing Lead at Thoughtworks, about how organisations can successfully run account-based marketing in the APAC region.
During the conversation, Lubaina mentions the factors that govern the kind of ABM strategy to use per country. She emphasises the importance of thought leadership and partnering-for-content as a key strategy to engage with top-of-the-funnel accounts.
She concludes the discussion by sharing some learnings from her past ABM campaigns at Thoughtworks and future initiatives in the pipeline.
Read the show notes: https://xgrowth.com.au/blogs/run-abm-apac/
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In this session, we discuss how to run a successful Account-Based Marketing pilot campaign.
We'll be covering:
ABM Talks are open AMA style sessions for ABM experts, practitioners and the curious to discuss the world of Account-Based Marketing & ABX.
Join the Slack channel: https://growthcolony.org/slack
In this episode, host Shahin Hoda chats with Hugh Macfarlane, Founder and CEO at align.me about how marketers should go about communicating their brief and requirements when working with agencies, freelancers and even internally.
Hugh has proven his belief in a buyer-centric approach by successfully leading hundreds of marketing growth projects and training thousands of B2B marketers across the globe.
As an expert on all matters “funnel”, Hugh has cemented himself as a thought leader in his field through the publication of his novel The Leaky Funnel and his concept of the ‘buyer’s journey’— a phrase that Hugh coined and is now widely used in the world of B2B marketing.
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In this episode, host Shahin Hoda chats with Stephanie McCredie, Senior Marketing Director at Salesforce, about her journey with account-based marketing.
Stephanie talks about ABM at Salesforce and the criteria she uses to determine the tiers of ABM an account should fall in.
She also advises marketers to think big, start small and move fast when executing their ABM strategy and shares some practical tactics to engage with the sales team to ensure success.
Read the show notes: https://xgrowth.com.au/blogs/salesforce-abm-campaigns/
Join the Slack channel: https://growthcolony.org/slack
In this episode, host Shahin Hoda chats with Michael Levine, Head of Enterprise Sales for LinkedIn’s marketing solutions, about the five key trends shaping B2B marketing in Australia.
During the conversation, Michael shares some interesting insights and statistics on how the composition of the buying committee has evolved, pointing out that almost 70% of all purchase decisions are influenced by non-IT stakeholders. He shares similar information on other trends such as the importance of brand during the customer’s buying journey, buyer motivations and primary sources that companies use to research a technology vendor or product.
Read the show notes: https://xgrowth.com.au/blogs/covid-b2b-trends/
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Host Shahin Hoda chats with Benny Ausmus, Founder at Big Change about how marketing leaders can get inspiration from their internal culture and project that into their marketing strategy to present a more genuine and authentic corporate image.
Benny is the author of The Transformational Leadership Compass: A Dynamic Coaching System for Creating Big Change (TLC for short). Through simple, jargon-free language, it has succeeded at IT consultancies, yogurt factories, flying trapeze schools, telecommunication providers, and more. The TLC system helps teams bring people’s heads and hearts together on the journey towards a new and better normal.
Benny’s coaching experience across IT, Tech, renewable energy, recruitment, management, consulting, manufacturing, professional services, retail, hospitality, finance and education affords him the broad background to design and deliver solutions for leadership development organizational design, team building, workforce planning, learning and development, selection, performance management, and transformational change. Benny has the scale of knowledge and experience that shines in his consultations, workshops, and coaching sessions.
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In this episode, host Shahin Hoda chats with Roshantha Pillay, Citrix Marketing Lead at Dicker Data, about Dicker Data's ABM initiatives and the kind of ROI she has seen from them.
During the conversation, Rosh talks passionately about mindfulness and shares why it became the theme of Dicker Data’s next cyber-security ABM campaign.
Roshantha then concludes the discussion by advising marketers to listen to themselves while making decisions and emphasises the importance of culture within an organisation.
Read the show notes: https://xgrowth.com.au/blogs/executing-abm-campaigns/
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In this episode, host Shahin Hoda chats with Darren Reid, Director of Marketing and Alliances at Interactive, about how organisations should manage the SDR role and when it should fall under the marketing team.
Darren also talks about how and why Interactive has MDRs (Marketing development representatives) and not SDRs during the conversation. He shares the origination of the MDR role at Interactive and how MDRs are groomed for their expected results.
Darren concludes by sharing some of the mistakes organisations make while setting up an outbound-inbound MDR/SDR team and advises B2B marketers to go with their gut to test new ideas quickly.
Read the show notes: https://xgrowth.com.au/blogs/sdr-team-marketing
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In this episode, host Shahin Hoda chats with Taryn Williams, founder and CEO of WINK Models and theright.fit, about the development of influencer marketing in the B2B space.
As the founder of two multi-million dollar businesses, Taryn is a passionate and visionary leader, utilising technology to drive greater connectivity and fair outcomes for models and influencers across the media, marketing and advertising industries.
In 2007, at age 21 and with $30,000 in savings, Taryn launched WINK Models, her response to inefficiencies in working conditions for models plus a lack of flexibility and quality service offered to clients. Over a decade later, the agency continues to be one of Australia and Asia Pacific’s most recognised, with more than 650 models on its books and turnover in the millions.
With a focus on helping talent to gain more control over job selection and being fairly paid, theright.fit, is a marketplace connecting brands to creative talent and influencers.
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In this episode, host Shahin Hoda chats with Nicholas Kontopoulos, APAC Regional Head of Growth Marketing at Adobe about how marketers can step into sales teams’ shoes and work towards achieving alignment with them.
As the Asia Pacific Regional Head of Marketing, Adobe DX Commercial, Nicholas harnesses over 25 years of professional experience, built across multiple industries and geographies.
Nicholas advises marketers to be a part of the sales process by joining discovery calls and listening to the conversations SDRs have with prospects. He also emphasises the importance of seeking sales input while creating content and shares some interesting details about Adobe’s brand to revenue framework.
Read the show notes: https://xgrowth.com.au/blogs/develop-sales-mindset/
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In this episode, host Shahin Hoda chats with Hayley Hopwood, head of growth at Stripe, ANZ, about how organisations can build a solid and effective outbound sales team.
During the conversation, Hayley defines the responsibilities of an outbound associate role unique to Stripe. She also talks about hiring best practices, the challenges she faced while building a sales team in Australia, the OBA career path and how they need to be given targets to drive maximum productivity.
Prior to joining Stripe in 2019, she held positions at Travelex, Western Union, PayPal and Australia Post. Hayley is passionate about embracing new technology and navigating teams through the ever-changing landscape.
Read the show notes: https://xgrowth.com.au/blogs/outbound-sales-team/
Join the Slack channel: https://growthcolony.org/slack
In this episode, Shahin chats with Andrei Zinkevich, Co-founder of Fullfunnel.io about how he approaches ABM initiatives and how, in some cases, he and his team are able to execute some of these campaigns with really tight budgets.
Andrei lives and breathes B2B marketing since 2007. He is the founder of Fullfunnel.io (full-funnel account-based marketing operations for B2B tech companies) and ROIplan (marketing planning platform).
In 2019, Andrei published "LinkedIn Content Marketing: How to generate high-quality B2B leads on LinkedIn without cold messaging and ads", which was awarded the best B2B marketing e-book and was included in the “100 Best B2B Marketing Books of All Time” by Bookauthority.
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In this episode, host Shahin Hoda chats with Andy Crestodina, Co-Founder and Chief Marketing Officer at Orbit Media, about the approach marketers can take to create compelling research-based content.
Andy Crestodina is the co-founder and Chief Marketing Officer of Orbit Media, an award-winning 40-person digital agency in Chicago. Over the past 20 years, he has provided digital marketing advice to 1000+ businesses.
Read the show notes: https://xgrowth.com.au/blogs/research-based-content/
Join the Slack channel: https://growthcolony.org/slack
In this episode, host Shahin Hoda chats with Bev Burgess, Senior Advisor at ITSMA, about key trends in the account-based marketing domain and its changes in the last four years.
During this conversation, Bev shares valuable insights on the differences between account management and executive management. She also talks about how marketing to accounts is not the same as ABM.
The discussion concludes with Bev sharing her predictions for ABM beyond 2021.
Bev Burgess is an industry expert in marketing technology services and literally wrote the book on it (Marketing Technology as a Service, Wiley 2010). She is best known as an authority on Account-Based Marketing (ABM), being the first to classify it when developing the approach jointly with several clients. S
he is co-author with Dave Munn of the book, A Practitioner’s Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts (Kogan Page, 2017 and 2021), and author of Executive Engagement Strategies: How to Have Conversations and Develop Relationships That Build B2B Business (Kogan Page, 2020).
Read the show notes: https://xgrowth.com.au/blogs/account-based-strategy-postcovid/
Join the Slack channel: https://growthcolony.org/slack
ABM Talks are open AMA style sessions for ABM experts, practitioners and the curious to discuss the world of Account-Based Marketing & ABX.
In this session, we’ll be discussing what you’ll need to prepare before running your first ABM campaign.
We'll be covering:
If you want to participate in one of these sessions make sure to join the community slack channel at https://growthcolony.org/slack
In this episode, host Shahin Hoda chats to Nick Sheehan, Founder & CEO at EFEX.
EFEX, an Australian Business Technology Service provider, dedicated to ‘making IT simple and accessible for SME’s and enterprise-sized companies.
Nick shares his experience in entrepreneurship and discusses why he believes you shouldn't have a plan B as well as the importance of staying true to your values throughout the entire journey.
A combination of Nick’s strong work ethic, problem-solving skills and his passion for helping others is part of the reason EFEX came to fruition. Nick noticed that notionally, newer technology was out of reach for many Australian business owners and C-level executives which was primarily due to the large upfront capital outlay and complexity overload. As a result, he created a customer service-led business to provide a range of technologies through a single provider and subscription, or AaS (As-a-Service), consumption model.
EFEX has won several awards over the years for its commitment to the Australian technology and SMB industry. It has been named on The AFRs BRWs Fast Starter list twice and placed as runner up in the CRN Fast50 Awards in both 2015 and 2016.
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In this episode, host Shahin Hoda chats with Leandro Perez, Vice President, Asia Pacific Marketing at Salesforce, about how he manages his team and executive stakeholders in the post-COVID world.
Leandro stresses the importance of empathising with employees’ situations while working on a project. He also shares his approach to boosting employee morale and ensuring proper upskilling of his team.
Furthermore, he talks about how he aligns his KPIs with that of the business when it comes to marketing and the internal communication structures that he has established for providing visibility on all marketing efforts to stakeholders outside of the marketing teams.
Leandro leads marketing across the Asia-Pacific region for Salesforce. Previously at Salesforce, he led the global corporate messaging team, responsible for crafting and disseminating the Salesforce corporate narrative to 50,000 employees and millions of customers globally each year.
Read the show notes: https://xgrowth.com.au/blogs/marketing-leadership-postcovid/
Join the Slack channel: https://growthcolony.org/slack
Shahin chats with Brandon Redlinger, Senior Director, Product Marketing at ringDNA, about how marketers can create content that actually adds value to readers.
Brandon shares practical ways to look for interesting topics to write about and sheds light on a team structure that works best when creating large pieces of content such as ebooks.
During the conversation, he also stresses the importance of having long-term relationships with industry influencers and advises marketers to be strategic about the whole process.
Brandon Redlinger is the Senior Director of Product Marketing at ringDNA. He has an extensive background in helping organizations create GTM strategies and orchestrate demand gen programs to power sales execution.
He’s passionate about the intersection between technology and psychology, especially as it applies to growing businesses. In his spare time, you'll often time him reading, playing hockey or spending time with his family.
Read the show notes: https://xgrowth.com.au/blogs/content-marketing-strategy
Join the Slack channel: https://growthcolony.org/slack
In this episode, host Shahin Hoda chats with Ray Kloss, Director of Brand Marketing for APJC at Cisco, about how diversity within the region impacts marketing and what can marketers do to set themselves up for success.
During this interesting conversation, Ray talks about the importance of having an “insider” from every culture to help make better marketing and hiring decisions.
He also shares some valuable advice on mentoring, having a local network and managing the APAC region, specifically India and Japan, by citing stories from his personal experience.
Ray is a seasoned B2B marketer with over two decades of experience across all aspects of enterprise software and technology, including sales, marketing, ecosystems & channels, and delivery.
He has successfully led major projects across North America, Greater China, Southeast Asia, India, Japan, Australia and New Zealand.
Read the show notes: https://xgrowth.com.au/blogs/lead-apac-marketing/
Join the Slack channel: https://growthcolony.org/slack
In this episode, we discuss how to transition from DemandGen to an Account-Based strategy.
We discuss:
ABM Talks are open AMA style session for ABM experts and the curious to discuss what’s happening in the world of Account-based marketing and ABX.
If you want to participate in one of these sessions make sure to join the community slack channel at https://growthcolony.org/slack
In this episode, we're discussing tiering, the ABM pyramid and how to select the right kind of ABM per account.
We dive into the three different types of ABM: strategic, scale and programmatic. We chat about the differences and when is the right time to use each method (or even a blend of methods).
Tiering and selecting the right kind of ABM is key to a successful ABM campaign. In an ideal world, you would have a very personalised and customised approach for all your target accounts. However, in the real world, we just don’t have the resources for that.
Tiering allows us to give the right amount of attention to the right accounts and helps when working with limited resources. Especially when you’re just starting.
ABM Talks are open AMA style session for ABM experts and the curious to discuss what’s happening in the world of Account-based marketing and ABX.
If you want to participate in one of these sessions make sure to join the community slack channel at https://growthcolony.org/slack
Shahin chats to Yaagneshwaran Ganesh, Director of Marketing at Avoma about why you should reconsider planning your content based on a funnel and what are the alternatives.
Yaag has 13 years of marketing experience, and he actively helps early-stage martech startups with their content, more specifically in building their narrative and category.
He is among the top 100 global martech influencers and is recognised as one of the marketing mavericks by the World Marketing Congress.
He is a TEDx speaker and has authored 7 books. He is also the host of The ABM Conversations Podcast - which is among the top 1% B2B marketing podcasts featuring some of the best marketers such as Seth Godin, Guy Kawasaki, Rand Fishkin, Jon Miller, to name a few.
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In this episode, Shahin chats with Andrew Storrier, Global Content Strategy and Operations Manager at Hexagon about how to approach content creation for your account-based strategy and engagement.
Andrew is a 10-year veteran of content strategy, marketing, and production. Right now, he's obsessed with Analyst Relations and Sales Enablement as he and his colleagues transform Hexagon PPM into a world-class marketing function. He probably needs to get better at managing his personal life due to the aforementioned obsession.
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In this episode, host Shahin Hoda chats with Nick Bell, founder of 12 digital marketing agencies and co-founder at Lisnic.com, about the mistakes B2B founders need to avoid.
Nick starts by sharing his thought process for buying into a business and advises prospective founders to solve a problem by creating convenience. He also talks about the importance of having a solid marketing strategy and having the right people to run a company successfully. Nick closes the discussion by emphasising how having mentors can increase the growth rate - both personal and professional of any B2B founder.
Nick Bell is a five-time AFR Young Rich Lister, startup investor and owner of 12 global digital agencies, including Lisnic.com, First Page Digital and Removify.
Read the show notes: https://xgrowth.com.au/blogs/b2b-founder-mistakes/
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Share of Search (SOS) is the most hyped marketing buzzword phrase of the past six months. Its advocates see it as marketing’s most important metric, a more relevant and practical assessment tool today than the traditional KPIs Share of Voice (SOV) and Share of Market (SOM).
Holistic Analytics founder Tasman Murray agrees. Tasman describes SOS as a light-touch, high impact market share predictor. However, Forethought Executive Chairman Ken Roberts cautions that the act of searching is not causal and that SOS should not replace sound survey-based brand measurement.
Listen for a fascinating Growth Colony debate between Ken and Tasman, facilitated by Mitchell Mackey, Fauto Group’s Marketing General Manager.
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In this episode host, Shahin talks to Vanvisa Brown, Head of Demand Gen at DiviPay about Van's experience moving from a large organisation into a fast-growing, nimble startup. This is a question on the minds of a lot of marketers as COVID has accelerated the growth of many startups specifically in the SaaS space. But moving from a secure large organisation to a startup can be a daunting move for many. Van gives us insights to understand why she made the jump and if you are thinking about a similar move, how should you go about making that decision.
Vanvisa is a seasoned B2B marketing and ABM leader who recently left SafetyCulture to join a fintech startup, DiviPay. During her time at SafetyCulture, she spearheaded an ABM program across 3 regions: North America, EMEA and APAC. She also led a marketing team in the early days at Employment Hero. As the first marketing hire for DiviPay, her role is to build the demand generation and growth marketing function from the ground up.
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In this episode, host Shahin Hoda chats with Lisa Leight, VP of Marketing at Convoso, about how newly appointed marketing executives can build a new team from scratch and better leverage the existing resources at their organisations.
Apart from sharing experience at Convoso, Lisa talks about the importance of staying close to the customer, aligning with sales, setting up scalable processes and leveraging data efficiently. She also advises new marketing executives to have the right people at the right places to drive results.
Lisa is the VP of Marketing for Convoso, the leading innovator of call centre software for sales and lead generation teams. After many years, Lisa joined the Convoso team, successfully spearheading its marketing efforts in the software, aerospace, and technology industries.
Read the show notes: https://xgrowth.com.au/blogs/advice-vp-marketing/
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In this episode, host Shahin Hoda chats with Michael Doherty, Head of Business Development at Smarter City Solutions about how to sell and market to government organisations.
Michael talks about how selling to the government is different from selling to private players. He also mentions that having patience and belief in one’s product is the key to success in the B2G market.
Michael Doherty has been at the forefront of parking technology for close to a decade, having worked with many of the businesses behind Australia’s leading parking and payment apps and cloud-based permit and compliance technologies. As Head of Business Development for Smarter City Solutions, he oversees the sales and marketing of unique integrated parking solutions for local councils, universities and corporate clients all over Australia and beyond.
Read the show notes: https://xgrowth.com.au/blogs/market-sell-government/
Join the Slack channel: https://growthcolony.org/slack
ABM Talks are open AMA style session for ABM experts and the curious to discuss what’s happening in the world of Account-based marketing and ABX.
Today we’re tackling the topic of how to sell account-based marketing to the sales team.
According to a LinkedIn survey 56% of B2B brands now leverage ABM, a TOPO report also points out 80% of marketing teams worldwide have confirmed a higher return on investment from ABM initiatives.
But for ABM to have any chance of success, the sales and marketing teams need to be aligned. Forester reports that having an active collaboration between the teams to craft and execute ABM plans have a much higher chance of exceeding their targets.
For the first half of this session, Shahin tackles the topic, then in the second half, we answer submitted community questions around ABM.
If you enjoy the episode please consider giving us a 5-star rating in Apple Podcasts and share the pod with a friend you think could get value for it.
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Shahin chats with Nina Christian about how businesses need to change their approach to content creation post-COVID and where should they focus their attention in order to provide more human experiences for their customers.
Nina Christian is a Marketing & Brand Strategist who helps businesses use thought leadership content to build their authority and widen their impact.
She is the Director of marketing agency Braveda, established in 2000, which focuses on helping brands produce high-calibre content and get it in front of the people they most want to do business with, and was named "Best Marketing Agency" at the Australian Marketing Excellence Awards.
As a marketing educator Nina also teaches people and brands to create their own thought leadership content in a more effective and human way, and is the creator of the Thought Leadership Content System™.
She has a knack for simplifying the complex which comes from being a hands-on mum to five young children, and uses this to turn time-sucking activities into easy to follow systems and processes that get outcomes fast.
She is a Certified Practicing Marketer (CPM), a Fellow of the Australian Marketing Institute & AMI State Chair (Vic), and mentor to countless young marketers and entrepreneurs around the world through her programs and social impact initiatives.
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In this episode, host Shahin Hoda chats with Malcolm Hamilton, Global Marketing Director at SAP, on why IT businesses worldwide are now taking marketing very seriously. Malcolm talks about the importance of having marketing at the leadership table, guiding decisions about what accounts and prospects to target.
He also highlights the importance of having a strong understanding of the overall buyer’s journey and encourages IT leaders to be patient while expecting ROI from marketing initiatives.
Read the show notes: https://xgrowth.com.au/blogs/it-business-marketing/
Join the Slack channel: https://growthcolony.org/slack
In this episode, Shahin Hoda chats with Bron Gondwana, Chief Executive Officer at Fastmail about data privacy and the fast-moving, rapidly changing landscape that it's operating in.
Fastmail is a flourishing SaaS business providing privacy-focused email.
With over 20 years of experience working with email, Bron still hacks on the Cyrus IMAP mail server. At the IETF standards organisation, he chairs 3 working groups about email and calendaring, where he drove the introduction of JMAP.
You can find Bron on Twitter as @BronGondwana or on the world’s biggest social network at brong@fastmailteam.com.
Join the Growth Colony Slack channel: www.growthcolony.org/slack
In this episode Shahin chats with Kade Greenland, Senior Customer Strategy & Innovation Consultant at EY about strategic paralysis when it comes to marketing strategy, strategising and how to get out of the paralysis loop.
Kade is a senior customer strategy and innovation consultant at EY. He is also the founder of Melbourne production and digital content agency, Khorus. With a background as an actor and filmmaker, he uses story to fuse connections between people, their organisations and the impact they are trying to make. He has worked with a range of clients from departments of the Australian Federal and Victorian State Government, major health insurers to local Melbourne startups and arts institutions.
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In this episode, host Shahin Hoda chats with Iris Luo, APAC Marketing Lead at Zoom, about the current state of virtual B2B events and what marketers can do to better leverage tools such as Zoom while taking their traditional physical events online.
Iris advises marketers to decide on the experience they want to create for their audience before going into the features of the solution being used for the delivery. She also talks about hybrid events and the need to bridge the online and onsite community gap from an experience standpoint.
Read the show notes: https://xgrowth.com.au/blogs/future-b2b-events/
Join the Growth Colony Slack Community: https://growthcolony.org/slack
In this episode, host Shahin Hoda chats with Peep Laja, CEO of Wynter and CXL about how B2B Marketers can revamp their messaging to compete in today's highly competitive environment where "everyone" is selling "everything."
Peep highlights the differences between differentiation and distinctiveness. He advises B2B marketers to focus on their brands rather than product features or services. Peep also talks about positioning and why awareness can be more important than differentiation.
Read the show notes: www.xgrowth.com.au/blogs/revamp-b2b-messaging/
Join the Slack channel: https://growthcolony.org/slack
In this episode, host Shahin Hoda chats with Steve Gershik, Advisory Board Member of Sales Lead Management Association (SLMA), about customer marketing and why B2B marketers need to double down on it.
During the conversation, Steve discusses the increasing need to drive loyalty and how customer marketing can play a significant role to achieve it.
Read the show notes: https://xgrowth.com.au/blogs/customer-marketing/
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Shahin talks to Ruth P. Stevens, B2B Marketing consultant, author and educator about everything marketing and data and why data is becoming more and more important in B2B.
Ruth consults on customer acquisition and retention, specialising in B2B markets. She advises companies on go-to-market strategy, sales lead generation, customer and prospect data, content marketing and ABM.
Crain’s BtoB magazine named Ruth one of the 100 Most Influential People in Business Marketing.
Read the show notes: https://xgrowth.com.au/blogs/organise-b2b-data/
Continue the conversation on Slack: www.growthcolony.org/slack
In this episode, Shahin Hoda chats with John Steinert of TechTarget about what B2B leaders should look for when evaluating intent data providers.
John unpacks the four categories of intent data providers in the market along with their pros and cons. He also discusses multiple factors such as sales teams' behaviour and the long-term strategic impact that marketers need to be mindful of during this evaluation process.
View the show notes here: https://xgrowth.com.au/blogs/navigate-intent-data/
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Shahin chats with Nick Flude, Chief Marketing Officer at Secure Code Warrior about how B2B marketers should communicate with their sales team to get better alignment.
We've all heard that it's extremely critical in the B2B space for sales and marketing to work together hand in hand, but in many cases, marketing and sales speak different languages in terms of KPIs and success metrics. In this episode, we discuss how marketers should approach this.
Read the show notes: https://xgrowth.com.au/blogs/questions-marketing-sales/
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Today Shahin speaks with Jon Panker, Managing Director for Japan & Asia Pacific at TechTarget & Gregory Wood, Head of Marketing Science, Technology, Data & Analytics for APAC at SAS
They talk about how and why marketers should aim to reach the entire buying committee at their target accounts – and why just aiming to get the attention of the C-level isn't enough anymore.
Read the show notes: https://xgrowth.com.au/blogs/reach-buying-committee/
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In this episode, Shahin is in discussion with Eric Wittlake, Senior Analyst at TOPO about how marketing should go about selling account-based marketing to the sales team to get full buy-in from them.
Eric Wittlake leads TOPO’s account-based strategy research and works directly with revenue and marketing leaders to drive growth through repeatable best practices that increase customer value, improve customer acquisition, and drive expansion.
Read the shoe notes: https://xgrowth.com.au/blogs/sell-abm-sales/
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In this episode, we're joined by Greg Anderson, VP of Sales at TechTarget, Ljubica Radoicic, Marketing Director at Hexagon and Omer Molad, CEO of Vervoe.
We're discussing how as a startup, mid-market player or a large multinational, you can land larger organisations with larger budgets as customers.
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Shahin chats with Samantha Stone, Founder & CMO at Marketing Advisory Network about how to measure ABM campaigns, activities and what are some of the usual marketing metrics that markers should stay away from when executing on ABM.
Samantha is the author of the popular book Unleash Possible: A Marketing Playbook that Drives Sales, she also eats B2B complex sale high-ticket item marketing strategy for breakfast and has worked with companies like SAP, Ascential Software and Powersoft.
Read the show notes: https://xgrowth.com.au/blogs/measure-abm-success/
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Shahin chats with Daniel Davis, Community Leader & APAC Founder of EOS Worldwide about how B2B companies can prepare themselves for an uncertain year ahead.
Many believe that we still haven't experienced the harsh reality of COVID, its impacts on the economy and businesses out there, listen to learn how you can prepare for an uncertain business environment.
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Shahin Hoda from xGrowth chats to Liam Smee, Global Head of Demand Gen and Tom Russell, Head of Recruitment at Deputy.
They discuss the skills, capabilities and mentality B2B marketers need to land a dream job in this COVID-induced market.
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In this episode, host Shahin Hoda welcomes Craig Rosenberg, Co-Founder of TOPO for a candid chat about the early days and how the team built the organisation from the ground up.
Join them for a discussion about starting a B2B business, how they broke through and became a dominant player in B2B. Craig also unveils the secret sauce that made his company what it is today while providing a masterclass on personal branding.
Read the show notes: https://xgrowth.com.au/blogs/dominant-b2b-player/
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In this episode, host Shahin Hoda chats with Dale Beaumont, Founder & CEO of Business Blueprint to discuss where companies should start building their tech stack.
From CRMs to video editing software, Dale talks us through how to identify the right tools to achieve success. He discusses his experience in helping other entrepreneurs grow and his passion for technology provides a unique clarity among an endless offer of tools.
Read the show notes: https://xgrowth.com.au/blogs/marketing-tech-stack/
Join the Slack channel: https://growthcolony.org/slack
In this episode, host Shahin Hoda chats with David Gottlieb from Microsoft Advertising about how COVID-19 has changed user behaviour in search engines.
David analyses trends that have emerged during 2020 in Australia and the world. David explains how Microsoft’s initiatives can help marketers get better insights and what’s going on with digital advertising and voice search.
In this episode, host Shahin Hoda speaks with Ansanada’s Global Chief Marketing & Chief Creative Officer, Justin Smith to go deep into how B2B organisations can create a brand personality.
Shahin and Justin go through the origins of Ansanada and provide great insights on why brands should focus on distinction, instead of differentiation. This episode is a unique opportunity to get inspiration from real actions taken by a B2B Fintech company.
Read the show notes: https://xgrowth.com.au/blogs/create-b2b-personality/
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In this episode, host Shahin Hoda welcomes Eric Vardon, CEO and Co-Founder at Morpio.ai and Co-Founder of Arcane.
As he talks about his experience and shares what he has learnt as co-founder of Morphio and Arcane, Eric will guide us into the wonderful world of Artificial Intelligence (AI) and how businesses can use it to solve specific challenges.
Read the show notes: https://xgrowth.com.au/blogs/businesses-leveraging-ai/
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In this episode, host Shahin Hoda welcomes Mark McInnes, sales trainer, coach and author of Tactical Pipeline Growth.
Together, they talk about how to build a sales cadence that adjusts to the particularities of the Australian market. Mark explains the process and provides examples of specific actions to achieve success while engaging in ethical conversations.
Read the show notes: https://xgrowth.com.au/blogs/australian-sales-cadence/
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In this episode, host Shahin Hoda welcomes Brandon Redlinger from DemandBase, one of the main players in the ABM space.
Together, they identify the scenarios where marketers think they are doing Account-Based Marketing but, unfortunately, they are not. Tune in to learn the classic mistakes to avoid and how to identify when you are missing the mark with ABM.
Read the show notes: https://xgrowth.com.au/blogs/get-abm-wrong/
Join the Slack channel: https://growthcolony.org/slack
Is Public Relations something you’ve dabbled in before but haven’t had a chance to give it the attention it needs?
Host Shahin Hoda is joined by Boden Westover, VP of Brand and Communications at Catapult, Samantha Dybac, Founder and Managing Director of the PR Hub and Kate Toon, Founder of the Kate Toon Group of Companies.
The dive deep into the topic of PR, what it’s really about and how to use it to grow your business and build trust.
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In this episode, host Shahin Hoda welcomes Justin Keller, Vice President of Marketing at Terminus, one of the big players in ABM technology.
Justin clarifies some common misconceptions about Account-Based Marketing and dives deep into what MarTech in ABM is really about. Join Justin and Shahin to learn why you should focus on creating experiences and building relationships when implementing Account-Based Marketing.
Read the show notes: https://xgrowth.com.au/blogs/technology-abm-woes/
Join the Slack channel: https://growthcolony.org/slack
In this episode, host Shahin Hoda and Andrea Dixon from DocuSign analyse how the COVID-19 pandemic has placed lead scoring under the spotlight.
Andrea goes through some examples of how her team has improved their own processes and about the new industries reaching out to DocuSign. Her unique perspective is a priceless insight to understanding the importance of lead scoring, today and in the future.
Read the show notes: https://xgrowth.com.au/blogs/lead-scoring-docusign/
Join the Slack channel: https://growthcolony.org/slack
In this episode, host Shahin Hoda speaks with Kate Toon, an expert on SEO and digital marketing, to unveil how the future will look like for B2B marketers.
Kate shares her valuable insight into some of SEO and marketing’s hottest topics. Join Shahin and Kate to discuss the importance of building a personal brand and nurturing relationships as key elements in marketing.
Read the show notes: https://xgrowth.com.au/blogs/future-b2b-seo/
Join the Slack channel: https://growthcolony.org/slack
In this episode, Shahin talks with Danny Beck, Head of Marketing at Citrix, Rita Arrigo, Industry Digital Strategist at Microsoft and Dan Peters, Chief Revenue Officer at Limepay.
The panel discusses the current challenges B2B sales and marketing teams are facing in Australia, and how we can re-group and reset for the remainder of 2020 and the future.
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In this episode, Shahin chats with Mitchell Mackey, the Marketing Director at Ansell Healthcare about marketing representation at the board level.
They go deep into why it’s important to have marketing represented in the board room, and how can marketing get there in the first place.
We’ll learn how marketing can interact with the C & B level people, and how marketers can learn to speak their language?
Now, more than ever, as we reset for the post-pandemic ‘new normal’ organisations must recalibrate to enable superior degrees of customer accessibility, responsiveness, transparency and personalisation.
The key? Marketing having representation at these levels.
Read the show notes: https://xgrowth.com.au/blogs/marketing-present-board-level/
Join the Slack channel: https://growthcolony.org/slack
In this episode Shahin chats to David Mason, Director of Marketing Services at Experian about why you shouldn't try to sell everyone and how it can be counter-productive for your organisation and team.
They go deep into why it's unwise to try to sell to everyone, how to find your prospects problems to qualify them, when to let go of a deal, how to use the 'strong man' qualification method and more.
Read the show notes: https://xgrowth.com.au/blogs/stop-trying-sell-everyone/
Join the Slack channel: https://growthcolony.org/slack
In this episode, Shahin speaks with David Nicholls, the Commercial Director from PPG Industries.
They discuss how B2B companies perceive brand and why B2B organisations need to focus more on their brand particularly during the COVID-19 pandemic.
Read the show notes: https://xgrowth.com.au/blogs/b2b-pay-attention-brand/
Join the Slack channel: https://growthcolony.org/slack
Shahin is joined by Natalie Mendes, Head of Account-Based Marketing at SAS.
They discuss how Natalie and the SAS team's account-based marketing strategy has changed and transformed due to the COVID-19 pandemic over the past few months.
With a background as a data science consultant (read her blogs), Natalie has been working in a sales and marketing pursuit role advising large strategic accounts for over 20 years.
Progressing her journey as a Product Marketer and developing her career in Marketing, she was tasked with a new initiative to set up the APAC Account-Based Marketing framework – so she jumped at the idea as she loves fresh challenges.
Read the show notes: https://xgrowth.com.au/blogs/abm-before-after-covid/
Join the Slack channel: https://growthcolony.org/slack
Pauline Grech, Head of Digital Strategy from Intermedia Group joins host Shahin Hoda to talk about how COVID-19 has impacted B2B advertising.
They review the wins and misses of the industries that have been deeply affected, and how the lessons learned under a pandemic scenario can help reinvent the digital marketing strategies in B2B moving forward.
Read the show notes: https://xgrowth.com.au/blogs/industries-pivioting-survive-covid/
Join the Slack channel: https://growthcolony.org/slack
Shahin chats to Steve Watt the VP of Marketing at Grapevine6 about Account-Based Marketing and about how to go about planning your first campaign.
Steve Watt is VP Marketing at Grapevine6, the enterprise social engagement platform trusted by many of North America’s largest banks, wealth management firms, insurance companies, and technology providers.
Steve believes that many sales and marketing mindsets, strategies, metrics and tactics are beyond their “best before date”, and that B2B leaders need to reject many of the approaches that have gone unquestioned for too long.
Read the show notes: https://xgrowth.com.au/blogs/account-based-marketing-campaigns/
Join the Slack channel: https://growthcolony.org/slack
Shahin chats with Danny Beck, Head of Marketing ANZ at Citrix.
Messaging is always a challenging marketing topic, especially in the B2B technology world
Sometimes, even while looking at the website of a company, the general consumer can't figure out what the company does.
Sure, we might say that they are not the intended target market and persona. But more and more, technology companies and technology service providers are finding themselves selling to non-technical roles (think marketing, HR and finance).
And because of that, they can't use the same messaging they relied on when selling to the head of IT for example.
And that's exactly what we will discuss in this episode with Danny Beck, Head of Marketing ANZ at Citrix. We talk about why B2B brands should work harder on simplifying their message to their customers. And if they're planning to do that, how should they approach it.
Read the show notes: https://xgrowth.com.au/blogs/simplify-b2b-messaging/
Join the Slack channel: https://growthcolony.org/slack
Shahin speaks with Ljubica Radoicic the Marketing Director (APAC) from Hexagon PPM.
They go in-depth on how to build a sales development team and the role of Sales Development Representatives (SDR).
They discuss what sales development is, why B2B organisations need it and how to go about setting up the process.
Read the show notes: https://xgrowth.com.au/blogs/sales-development-team/
Join the Slack channel: https://growthcolony.org/slack
Shahin sits down with Mark Tanner, the Co-Founder of Qwlir, a document design and automation tool for sales teams, to better understand how can sales teams better design and present their proposals.
We're all looking at ways that we can improve sales and sales processes.
We try a little hack here, a bit of tweaking there, but one of the areas that can still be quite obsolete in businesses is the proposal.
Shahin & Mark discuss proposal analytics, use of video, consistency in presentation and much more.
If you're trying to take your sales process to the next level, you don't want to miss this episode.
Read the show notes: https://xgrowth.com.au/blogs/b2b-sales-proposals/
Join the Slack channel: https://growthcolony.org/slack
In this episode, we sit down with Lemma Khalek, Head of Sales and Marketing at Uptick, to discuss how she leveraged LinkedIn to grow Uptick's inbound monthly leads.
LinkedIn has become a game-changer when it comes to B2B marketing.
You'll hear about the mistakes and successes, where you should start with LinkedIn Ads and how to optimise your campaigns over time.
Lemma Khalek is B2B marketer helping startups grow and scale their sales and marketing efforts. Coincidentally Lemma spent the first few years in employment branding and marketing at Telstra, driving Linkedin adoption amongst recruiters It was an emerging channel at the time, fast forward ten years she’s talking to Growth Colony about Linkedin as a primary growth channel.
If you want to reach out to Lemma for more questions, you can reach her at lemma.khalek@uptickhq.com
Join the Slack channel: https://growthcolony.org/slack
Understanding that your marketing should focus both on building a brand and driving sales through performance marketing is crucial.
In this episode, we sit down with Boden Westover, Vice President of Brand and Communication at Catapult, to discuss why you should focus on both brand and performance marketing, how they do it at Catapult, and how should you measure the two.
A lot of businesses are focused on bringing sales through the door as fast as possible, but Boden talks about why in the long run that could be a problem and how you can address the issue.
In case you want to connect with Boden, here's the best place to find him: https://www.linkedin.com/in/bodenwestover/
Join the Slack channel: https://growthcolony.org/slack
Shahin Hoda chats to Nick Morgan, Co-Founder & Joint CEO of Vudoo, which specialises in pioneering interactive video.
Shahin & Nick dive deep into the current state of video, and how the 2nd wave of digital video is emerging. They discuss how the fundamental ways organisations create video and how consumers interact with said video are changing.
Nick is an entrepreneur, an experienced strategist, and a product guy, Nick believes in the power of technology to elevate business success and enhance people’s lives. With an extensive track record delivering enterprise solutions across the public and private sectors, Nick has channelled this experience into developing market-first tools to transform digital engagement.
Read the show notes: https://xgrowth.com.au/blogs/online-video-marketing
Join the Slack channel: https://growthcolony.org/slack
Customer Experience (CX) is impacting all aspects of business, marketing is no exception.
Shahin Hoda, Founder of xGrowth is joined by Mark Cameron, CEO of W3.Digital, Lisa D'Amico, Founder of Differentiate & Lisa Stark, Director of Prophecy Marketing.
They discuss how CX is impacting the marketing industry and what you should be doing to further align yourself with your customers.
Join the Slack channel: https://growthcolony.org/slack
Have you heard people talking about Account-Based Marketing (ABM) by the water-cooler? Maybe you read about it on a blog, or even heard about it on a podcast?
You might know Account-Based Marketing is around but has anyone been able to give you a succinct definition of what it is, and more importantly, can it help me?
In this episode the Australian Marketing Institute's Victorian State Chair, Nina Christian sits down with xGrowth Founder, Shahin Hoda, DocuSign's Marketing Director (APAC), Andrea Dixon & SAS' Head of Account-Based Marketing, Natalie Mendes to dive deep into ABM and decode what it means for B2B marketers.
Join the Slack channel: https://growthcolony.org/slack
Shahin Hoda talks to Catapult's Marketing Director Boden Westover, Pointer Remote Roles Founder Jo Palmer and Who Gives A Crap's Growth Manager Tim Baxter about managing remote teams and promoting remote work culture.
We’re all working remotely now, and it made us wonder -- Is this going to be the new norm? Well, maybe not in all industries, but we’re seeing more and more companies taking the idea of working from home and remote work very seriously.
Love it or hate it, it looks like a sizeable part of the global population will be working from home for at least the rest of the year and beyond.
We’ve always loved working remotely at Growth Colony, and we’ve put together this panel of remote work leaders to discuss how we can create and manage super-efficient remote teams.
Join the Slack channel: https://growthcolony.org/slack
In this episode, Shahin and Alex go through some of the Growth Colony community's questions regarding B2B.
We tackle when revenue marketing clashes with sales, does every marketing dollar need to be tied to ROI and how to plan a B2B strategy during COVID-19.
Join the Slack channel: https://growthcolony.org/slack
Shahin Hoda talks with the CEO and Founder of Avaana, Rohan Pardasani, about how Avaana has managed to pivot from their core services because of coronavirus and develop new offerings for their customer base.
Avaana helps everyday Aussies book health and well-being services with ease, but when COVID-19 hit (and customers stopped booking allied health services) they realised they needed to test something new. They were able to swiftly test new messaging and offer new services to allied health practitioners which Rohan has called a perfect storm for their growth.
In this episode, we'll explore how Rohan and his team went about developing their new services and what is his advice for anyone else looking to do the same.
For anyone who's interested in reaching out to Rohan, you can find him on LinkedIn: https://www.linkedin.com/in/rohan-pardasani-a094a239/
Join the Slack channel: https://growthcolony.org/slack
At the start, the concept of going niche and servicing a smaller number of companies sound counterintuitive. The first thing that comes to a founder’s mind is “but we will be missing out on a lot of opportunities”.
That was a challenge our guest for this episode overcame many years ago and the results have been amazing. In this episode, Steve Psaradellis, Founder and CEO of Teba, talks about how niching down their service offering allowed Teba to grow faster with stronger profit margins.
Niching down can impact all angles of your business. Listen to Steve explain how he did it, what was the impact, and what is his advice to other founders who want to do the same.
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Toilet paper has become one of the hottest topics of the year!
So we decided it was about time to chat about toilet paper and what is happening in the health & hygiene space.
Tim Baxter, Senior Growth Marketing Manager joins us for a fireside online chat about everyone’s favourite topic of the moment… Toilet paper.
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What is the best way to set up and leverage your analytics for your SaaS business? And how do you even start to track these points of data?
There are so many reasons why an effective analytics structure is essential for a SaaS business. It will help you refine your user activation, where the worst churn may be hiding, help segment your customers, highlight the most profitable ones and so much more.
In this episode, xGrowth Founder, Shahin Hoda sits down with Drawboard’s Head of Marketing, Nathan Field to discuss how to start tracking your SaaS analytics and Drawboard’s journey to date.
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By now you've heard it over and over again, we're in strange and uncertain times.
That's why we decided to sit down and speak to Martin Cooperwaite, Co-founder and Director of Kiandra, a software powerhouse in Melbourne, Australia.
Martin's been running Kiandra since 1995 and has gone through two other downturns all while growing the company to almost 100 people strong.
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In this episode we're going to talk about his experience running Kiandra in past downturns and how those learning are impacting his and his team's decisions in today's volatile environment.
Are partnerships part of your growth engine? Shaun Sumaru, Founder & CEO of CarDeals2Me thinks they have to be!
He has leveraged partnerships to grow from a small team in Melbourne with an MVP to a product that spans Australia, New Zealand and Canada with an international team.
He's ready to share with Growth Colony community how he leverages partners to unlock exponential growth. Plus how he learnt and leverages marketing channels as a non-technical founder and how he's scaling his remote team across 5+ time zones.
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In this episode Growth Colony host, Shahin Hoda speakers with three founders on their biggest mistakes growing and scaling their businesses. He sits down with Aaron Smith, Founder of KX Pilates, Fiona Boyd, Co-Founder & CEO OF EdSmart and Omer Molad, Co-Founder & CEO of Vervoe.
They chat about their journeys and the multiple mistakes that have made while establishing successful international franchises, raising millions of dollars and creating multiple successful startups. In this episode they share all those learnings, listen up to make sure you don't make the same mistakes.
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When you're trying to put your B2B marketing budget together, some investments are very obvious.
You can easily calculate how much you're going to spend on online ads, how much printing a banner is going to cost, or what will be the fees of an agency you've decided to work with.
But there are a few other costs that are a bit harder to identify early on and could creep up on you in the middle of running a campaign.
In this episode, we are going to sit down with Luke Marshall and point out what are some of these hidden costs that are not as obvious at the start and how can you plan to take them into consideration early on.
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