ABM is evolving fast in APAC, and xGrowth has the data to prove it. In this episode, Shahin Hoda and Alexander Hipwell unpack the findings from xGrowth's latest ABM Pulse benchmark, based on responses from 93 B2B marketers actively running ABM programs across the region.

From a dramatic shift away from one-to-few programs to AI quietly expanding the scale of what a single budget can cover, this episode cuts through the noise and tells you exactly what is actually happening with ABM in 2025. If you are making investment decisions or defending the ABM line item to your CFO, this one is for you.

Key Topics

• Why one-to-few ABM dropped from 72% adoption in 2024 to around 38% in 2025, and what that signals about market maturity in APAC
• How strategic (one-to-one) ABM has held steady at around 50% as organisations focus on protecting and expanding existing customer relationships
• The AI effect on program scale: why nearly a third of respondents are now running programs targeting 100 or more accounts on the same budgets they used for far fewer
• ABM investment sentiment in 2025: 57% of respondents are holding or growing their ABM budgets, with only 5.2% cutting
• Why inbound is under pressure from zero-click search and LLM-driven traffic drops, and how this is pushing more organisations toward ABM as a primary pipeline channel
• Budget planning paralysis: why a significant portion of APAC marketing leaders still had not confirmed their 2026 budgets well into Q1, and what that says about market uncertainty
• How to use benchmark data like this as social proof when making the case for ABM investment to a CFO or board

Resources & Links

• xGrowth ABM Pulse Report - download the full benchmark findings
• xGrowth - APAC's B2B growth agency
• Shahin Hoda on LinkedIn
• Alexander Hipwell on LinkedIn

Contact & Credits

Hosts: Shahin Hoda and Alexander Hipwell

Produced by:  Shahin Hoda and Alexander Hipwell

Edited by: Alexander Hipwell

Music by: Breakmaster Cylinder

APAC's B2B Growth Podcast is Presented by xGrowth

From making the case for product marketing before performance spend, to using an F1 sponsorship to systematically close a trust gap against legacy financial institutions, Jon brings rare clarity to the strategic decisions that most B2B marketing leaders only talk about in theory. If you want to think bigger about brand, team design, and what marketing can actually own in a scaling business, this episode is worth your time.

Guest Introduction

Jon Stona is VP of Global Marketing at Airwallex, the Australian-founded global payments and financial platform supporting over 150,000 businesses worldwide. Before joining Airwallex, Jon held senior marketing roles at Stripe, Google, and Nike - giving him deep experience scaling marketing across global technology platforms and challenger brands at every stage of growth.

Key Topics

• Why Airwallex built its global marketing org out of APAC, and why the APAC talent pool - wired for fragmentation and global trade from day one - is a genuine strategic asset
• How the team is structured across Singapore, San Francisco, London, and regional markets, and why a flat, matrix model is essential when you're this geographically dispersed
• The case for investing in product marketing before growth marketing - and why getting your positioning, segmentation, and value prop right is the "root" everything else depends on
• The four truths Jon applies to any market expansion: brand truth, product truth, market truth, and user truth - and how product marketing is the function that calibrates where the variation sits
• How Airwallex uses its McLaren F1 partnership to build trust at scale, structured around the reliability-credibility-intimacy-low self-orientation framework - and how they actually measure the pipeline and employee sentiment impact
• Where AI is genuinely delivering efficiency gains in marketing (Writer, Jasper, Profound) and the paradox this creates: as AI levels the playing field on distribution, the non-technical facets of marketing - storytelling, positioning, insight - matter more than ever
• Jon's advice for B2B marketers who want to take bolder moves: return to first principles, and remember you're marketing to humans who happen to make business decisions

Resources & Links

Books

• Nudge by Richard Thaler and Cass Sunstein
• Predictably Irrational by Dan Ariely

AI Tools

• Writer - AI content platform for brand voice consistency and marketing workflow efficiency
• Jasper - AI platform for end-to-end marketing content creation
• Profound - Tool for tracking how your brand appears across LLM platforms

Blogs & Publications

• HubSpot Blog

People Mentioned

• Reko Rennie - Internationally acclaimed Kamilaroi artist who collaborated with Airwallex and McLaren on the 'Shifted Perspectives' campaign at the 2025 Australian Grand Prix
• Dan Ariely - Behavioural economist and author

Companies & Platforms

• Airwallex
• McLaren Racing

Contact & Credits

Host: Shahin Hoda

Guest: Jon Stona

Produced by: Shahin Hoda and Alexander Hipwell

Edited by: Alexander Hipwell

Music by: Breakmaster Cylinder

APAC's B2B Growth Podcast is Presented by xGrowth

Jannat runs 80 to 100 events a year and brings a rare blend of creative instinct and commercial rigour to the craft. From deciding which event type to run, to managing a thin attendance list two weeks out, this episode is packed with practical frameworks for senior B2B marketers.

Guest Introduction

Jannat Dawra is Head of Marketing APAC at Dotdigital, a leading customer experience and data platform. Based in Sydney, Jannat leads brand and demand generation across the region and has previously held senior marketing roles at Insider and LinkedIn.

Key Topics

• The three event buckets: sponsored industry conferences (brand and first-touch), strategic partner events (deepening executive relationships), and owned events (roundtables, community events, summits).
• A commercial approach to event prioritisation: reverse-engineering every event from revenue and pipeline goals. Does it add value to the ICP, accelerate existing pipeline, or strengthen retention and expansion?
• The opportunity cost framework: why a $10K event is never just $10K, and how to factor in team time and effort before committing.
• Planning across the funnel: quarterly check-ins with sales, CS, and partnerships to flex the event mix based on where pressure sits in the business.
• The individual event checklist: clear objective and KPI, stakeholder buy-in, a one-sentence audience definition, speakers matched to the audience profile, and a project plan with contingencies.
• Post-COVID attendee expectations: smaller rooms, curated guest lists, clearer themes, no buzzwords, and ROI scrutiny over vanity metrics.
• The 70/30 prospect-to-client split: why each audience needs different event design, and what happens when you blur the two objectives.
• The post-event playbook: individual follow-up, nurture automations, and treating events as one touchpoint in an 8 to 12-step buying journey.

Resources and Links

People Mentioned

• Simon Sinek, speaker and author referenced by Jannat

Companies and Platforms

• Dotdigital, Jannat's company, cross-channel marketing automation platform

Books and Podcasts

• Atomic Habits by James Clear
• The Diary of a CEO, podcast hosted by Steven Bartlett

Contact & Credits

Host: Shahin Hoda

Guest: Jannat Dawra

Produced by:  Shahin Hoda and Alexander Hipwell

Edited by: Alexander Hipwell

Music by: Breakmaster Cylinder

APAC's B2B Growth Podcast is Presented by xGrowth

From founder brand to manufactured moments, tight customer feedback loops to strategic narrative, Scott shares the GTM pillars he works through with his founder clients. He breaks down why the new breed of AI startups is out-marketing incumbents, what Lovable's live-streamed design competition can teach any B2B team, and why ServiceTitan's origin story is the best strategic narrative he's ever heard.

Guest Introduction

Scott Albro is a serial entrepreneur and go-to-market strategist who co-founded TOPO, a sales and marketing research and advisory firm acquired by Gartner, and advises early-stage AI founders on building their first go-to-market functions, drawing on 30 years of experience studying the GTM practices of the world’s fastest-growing companies.

Key Topics

• Why attention scarcity is the defining GTM challenge today, and how AI makes it worse across three fronts: information overload, professional busyness, and competitive noise
• What incumbent vendors like Salesforce and Workday need to do to defend their position as AI-native startups grow more innovative in both product and go-to-market
• Founder brand as a strategic GTM asset: why it goes far beyond LinkedIn posts, and how Nick Mehta made Gainsight synonymous with the customer success movement
• Growth experiments and the "Mr. Beast for SaaS" mindset: how Lovable drove 40,000 live viewers and 3 million replays with a zero-budget design competition
• Building tight customer feedback loops: why the company that iterates fastest wins, and how AI is finally making weekly feedback cycles achievable
• Manufacturing moments: how Mark Benioff staged a fake protest at Siebel's user conference to launch the no-software movement and put Salesforce on the map
• Strategic narrative done right: why ServiceTitan's "the trades stand frozen in time" story is the best B2B narrative Scott has ever encountered
• The danger of performative nihilism: why shock-value launches like Cluely's generate page views but destroy brand equity

Resources & Links

People Mentioned

• Nick Mehta, former CEO of Gainsight
• Marc Benioff, Chair, CEO and Co-Founder of Salesforce

Companies & Tools

• TOPO / Gartner
• Gainsight
• ServiceTitan
• Lovable
• Evidenza - a synthetic customer research platform
• Salesforce
• G2

Contact & Credits

Host: Shahin Hoda

Guest: Scott Albro

Produced by: Shahin Hoda and Alexander Hipwell

Edited by: Alexander Hipwell

Music by: Breakmaster Cylinder

APAC's B2B Growth Podcast is Presented by xGrowth

Penny shares the story behind Xero's early Australian growth: the scrappy "Hello, Xero with an X" campaign, guerrilla activations like Cloudstreet, the partner strategy that turned accountants into an army, and the event machine that scaled from 30 people in a winery to thousands globally. She also opens up about joining Affinda as CMO and why AI document processing today mirrors where the cloud was a decade ago.

Guest Introduction

Penny Elmslie is a CMO, Board Director, and marketing coach who spent over a decade at Xero, rising from Australia's first Marketing Director to Global Director of Brand and Community. She is currently CMO at Affinda, a Melbourne-based AI document processing company named one of Australia's fastest-growing tech companies by Deloitte.

Key Topics

• Building Xero's brand in nine weeks: Launching a full campaign with no brand book, no assets, and a tiny budget, and why the insight was simply making people spell the name correctly.
• The accountant-as-channel strategy: How Xero built its go-to-market around accountants and bookkeepers, turning that partner network into the most efficient channel to market.
• From "Hello" to XeroCon: How brand experience evolved from small intro sessions to national roadshows and a flagship conference now running worldwide.
• Cloudstreet and guerrilla marketing: The pop-up activation that scaled from a city storefront into a shipping container touring Sydney, Melbourne, and Brisbane.
• B2C thinking in a B2B world: Why Penny approaches every B2B campaign as human-to-human, and how that philosophy shaped her work at Xero.
• Joining Affinda: What drew her to an AI-first scale-up and the brand-building opportunity still ahead.
• Reactive vs. responsive: Why responding to market opportunity beats forcing a proactive plan early in a CMO role.
• Content quality in an AI-flooded world: Why human expertise must stay on the levers, and why brands that commit to their ICP and tone will win.

Resources & Links

People

• Chris Ridd- Former MD, Xero Australia (2011–2016)
• Rod Drury- Co-founder, Xero

Companies & Tools

• Affinda- AI document processing platform; Penny's current company
• Affinda Group- Parent company of Affinda, Draftable, Pathfindr, and Vesparum
• Draftable- Document comparison software for legal teams
• Xero- Cloud-based accounting software for small businesses
• MYOB- Accounting software competitor
• Leo Burnett Australia- Creative agency Penny briefed on day one at Xero
• Sputnik Agency- Melbourne agency Penny partnered with to launch Xero's first Australian campaign

Contact & Credits

Host: Shahin Hoda

Guest: Penny Elmslie

Produced by: Shahin Hoda and Alexander Hipwell

Edited by: Alexander Hipwell

Music by: Breakmaster Cylinder

APAC's B2B Growth Podcast is Presented by xGrowth

In this conversation, Rand and Shahin explore why consensus views are usually wrong, how to build marketing strategies around actual audience behaviour, and what Rand learnt from building Moz versus SparkToro. From audience intelligence research to radical transparency about the venture capital trap, Rand delivers insights that help B2B marketers make smarter decisions.

Guest Introduction

Rand Fishkin is the co-founder and CEO of SparkToro, an audience research software company, and Snackbar Studio, an indie game development studio. Previously, he founded Moz, where he grew the company from debt to $50M+ in revenue over 17 years. He's the author of Lost and Founder: A Painfully Honest Field Guide to the Startup World and is known for his radical transparency about startup life and his contrarian takes on marketing trends.

Key Topics

• AI's real impact on search: Data shows ChatGPT handles one search for every 373 on Google, and AI hasn't caused predicted job displacement (US unemployment remains historically low).
• Audience-specific research: Rather than following industry trends, marketers should investigate where their audience spends time using tools like SparkToro to discover relevant channels and influencers.
• Channel strategy and execution: Effective B2B marketing requires both overarching positioning strategy plus channel-specific tactical approaches for LinkedIn, email, and content platforms.
• Learning from hype cycles: From mobile apps to crypto, media creates fear-based narratives around technology that rarely match reality, and marketers who chase every trend waste resources.
• Building companies differently: Rand compares growing Moz with VC funding to building SparkToro through alternative funding, highlighting how serving investors rather than customers creates misaligned incentives.

Resources & Links

People:

• Amanda Natividad - VP of Marketing at SparkToro, referenced for her philosophy on social media algorithms and authentic engagement

Companies & Tools:

• SparkToro - Audience research software
• Moz - SEO software platform
• Snackbar Studio - Indie game development studio
• ChatGPT - Large language model by OpenAI
• DuckDuckGo - Privacy-focused search engine

Books & Resources:

• Lost and Founder: A Painfully Honest Field Guide to the Startup World by Rand Fishkin
• SparkToro Funding Documents - Open-sourced funding model and incorporation docs
• Snackbar Studio Funding Documents - Open-sourced funding model for indie game studio

Contact & Credits

Host: Shahin Hoda

Guest: Rand Fishkin

Produced by: Shahin Hoda and Alexander Hipwell

Edited by: Alexander Hipwell

Music by: Breakmaster Cylinder

APAC's B2B Growth Podcast is Presented by xGrowth

Udi shares the principle behind Gong’s rise from zero to hundreds of millions in revenue: “different is better than better.” From fuchsia branding and a bulldog mascot to running Super Bowl ads as a startup, he shows how courageous marketing helps companies punch above their weight.

The episode also explores practical ways to create standout content, foster experimentation, and turn customers into passionate fans, even on a limited budget.

Guest Introduction

Udi Ledergor is Chief Evangelist at Gong and author of the bestselling book Courageous Marketing. He served as Gong's first CMO, helping grow the company from zero to hundreds of millions in revenue whilst achieving a multi-billion-dollar valuation. Over his 20-year career, Udi has led marketing teams at successful companies, advised startups, served as a board member and angel investor, and mentored hundreds of marketers.

Key Topics

• Different is better than better: Why startups should stop trying to incrementally beat competitors at their own game and instead do something completely different to get noticed
• Punching above your weight: How small startups can use guerrilla marketing tactics like out-of-home advertising to appear much bigger than they are when selling to enterprises
• Creating raving fans as a company-wide operating principle: Why marketing can't own brand alone, and how every employee at Gong works to create raving fan experiences for customers, candidates, and partners
• Building a culture of experimentation: The importance of fostering an environment where teams can take calculated risks, fail safely, and learn from both successes and flops
• Gong Labs content marketing: How Gong created original, data-driven content by analysing millions of sales calls to position themselves as the most informed voice in sales effectiveness
• Category creation strategy: When it makes sense to create a new category (and when it doesn't), illustrated through the De Beers diamond engagement ring marketing campaign
• Bold visual identity choices: The decision to use fuchsia pink and purple with a bulldog mascot in 2018 when all B2B competitors were using corporate blue
• Startup advertising on a shoestring budget: Creative approaches to billboard advertising, Super Bowl commercials, and other typically expensive channels that small companies can leverage

Resources & Links

People Mentioned:

Chris Orlob - First content hire at Gong who created most early Gong content independently.

Devin Reed - Former Gong sales rep who transitioned into leading Gong’s content marketing.

Kyle Lacy - CMO referenced for using AI to eliminate obvious ideas and push creative thinking.

Michael Lewis - Author and podcast host whose show drove inbound interest for Gong.

Francis Gerety- Copywriter behind the “A Diamond Is Forever” campaign, cited as a category creation example.

Companies & Platforms Mentioned

• Gong - Revenue intelligence platform
• Gong Labs - Data research and insights
• De Beers - Diamond company referenced for category creation example

Books & Resources

• Courageous Marketing - a practical playbook for B2B marketers to drive impact and accelerate career success.

Contact & Credits

Host: Shahin Hoda

Guest: Udi Ledergor

Produced by: Shahin Hoda and Alexander Hipwell

Edited by: Alexander Hipwell

Music by: Breakmaster Cylinder

APAC's B2B Growth Podcast is Presented by xGrowth

Stu shares stories of a sales rep who used a live pigeon to reach a famous CEO, a startup that landed Walmart with one targeted ad, and how Kris Kristofferson landed a helicopter on Johnny Cash's lawn to deliver a demo tape.

Guest Introduction

Stu Heinecke is a bestselling author, Hall of Fame-nominated marketer, and Wall Street Journal cartoonist who helps B2B sellers acquire million-dollar accounts. His campaigns have produced response rates as high as 300% and ROI in the millions of percent.

Key Topics

• Contact marketing defined: Targeted campaigns (as few as one person) marked by creativity, audacity, and relevance
• Pigeon campaign that closed a $250,000 deal with a famous tech CEO
• Orabrush's $28 Facebook ad that landed a 735,000-unit Walmart order
• Deep personalisation through profile research and relevant gifts
• Why compelling campaigns exceed 100% response rates through viral sharing
• Getting started by reading foundational books and researching prospects

Resources & Links

People Mentioned

• Dan Waldschmidt - Turnaround specialist who sends swords, achieving 100% response rates
• Kris Kristofferson - Singer-songwriter who landed helicopter on Cash's lawn for demo delivery
• Johnny Cash - Country legend who received Kristofferson's helicopter delivery
• June Carter - Cash's wife who received Kristofferson's demo tapes
• Leonardo da Vinci - Renaissance artist who used creative approaches with the Count of Milan

Books

• How to Get a Meeting with Anyone - Foundational contact marketing book, top 65 sales books of all time
• Get the Meeting! - Follow-up with 60+ illustrated case studies

Companies & Organizations

• Orabrush - Tongue cleaner startup, $28 Facebook ad to Walmart
• Walmart - Retail giant targeted by Orabrush's Bentonville ads
• American Marketing Association - Named Stu "father of contact marketing"

Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter

Contact & Credits

Host: Shahin Hoda

Guest: Stu Heinecke

Produced by: Shahin Hoda and Alexander Hipwell

Edited by: Alexander Hipwell

Music by: Breakmaster Cylinder

APAC's B2B Growth Podcast is Presented by xGrowth

From why you should inject your personality into everything you make, to how organisations can build loyalty by empowering team members to develop their own brands, this episode is packed with contrarian wisdom for anyone building content for the long term.

Guest Introduction

Caleb Ralston is a brand strategist, content producer, and creator mentor who has worked with Gary Vaynerchuk, Leila and Alex Hormozi, and other leading voices in entrepreneurship. He now helps founders and creators scale content in a way that's sustainable, strategic, and honest through his company Ralston.

Key Topics

• Why niching down is overrated: The conventional wisdom on niching down works in theory but leads to creator burnout and audience fatigue in practice. Caleb explains why sustainability matters more than short-term growth hacks.
• The sustainability framework for content creation: Building a personal brand is like fitness: you get returns by doing it forever, not by sprinting for a year and quitting. Learn how to create systems that allow you to keep showing up.
• Lessons from working with Gary V and the Hormozis: What most people assume about these mega-brands is completely wrong. Caleb shares the behind-the-scenes reality of how these creators actually build their influence.
• Injecting personality without losing focus: How to integrate your interests and quirks into your content without confusing your audience or diluting your message.
• Building personal brands within organisations: The Barstool Sports approach to content: why Dave Portnoy isn't in all the content, and how this creates a more scalable, sustainable media company. How this strategy applies to B2B companies.
• Strategic hiring for content bottlenecks: Why your first hire shouldn't be another you, and how to identify the specific constraint that's actually holding back your content production.
• Being 100% yourself in the age of AI: As everyone starts sounding the same on LinkedIn with ChatGPT-generated posts, authenticity becomes your competitive advantage. Caleb's advice: lean into your insecurities and the things you're terrified to share.

Resources & Links

People Mentioned:

• Gary Vaynerchuk - Entrepreneur and Chairman of VaynerX
• Alex Hormozi - Co-founder and Managing Partner at Acquisition.com
• Leila Hormozi - CEO of Acquisition.com
• Paddy Galloway - YouTube strategist and content optimization expert
• Dave Portnoy - Founder of Barstool Sports

Books & Resources:

• Crush It! by Gary Vaynerchuk - The book that inspired Caleb to pursue his current path
• Caleb's YouTube Channel
• Ralston - Caleb's brand strategy and content company

Contact & Credits

Host: Shahin Hoda

Guest: Caleb Ralston

Produced by: Shahin Hoda and Alexander Hipwell

Edited by: Alexander Hipwell

Music by: Breakmaster Cylinder

APAC's B2B Growth Podcast is Presented by xGrowth

In this conversation, Robert unpacks the frameworks and organisational changes required to achieve exponential growth with existing resources. From building agile growth squads that operate like engineering teams to leveraging AI agents for hyper-personalised prospecting, he reveals how DocuSign is transforming from an e-signature company into an AI-powered platform. If you're facing budget cuts but still expected to deliver results, this episode offers a roadmap.

Guest Introduction

Robert Chatwani is President and General Manager, Growth at DocuSign, where he leads the Marketing & Growth organisation to scale its digital strategy across marketing, product, technology and sales. Before joining DocuSign, Robert was CMO of Atlassian, where he helped scale the business to nearly $3 billion in revenue. He also spent more than a decade at eBay, ending his tenure as Chief Marketing Officer for North America where his teams supported $35 billion in trading volume. Robert is the 2023 American Heart Association Bay Area Heart Walk Chair and serves as a West Coast Board Member at the American India Foundation.

Key Topics

• The 2x-10x challenge: Why companies expect exponential output increases without adding resources, and why Robert believes marketing teams can deliver.
• Thomas Barta's V-Zone framework: Maximising the overlap between customer needs and company needs to drive business impact and secure executive support.
• The harsh realities facing B2B teams: CAC is up 60% since the pandemic, traditional channels show diminishing returns, and most GTM models are obsolete - creating opportunities for teams willing to rethink their approach.
• Operating principles over company values: DocuSign's five core principles - "we before me," "dreaming big," "take action," "ignite the way," and "delivering customer delight" - that guide team behaviours and decisions.
• Growth squads and agile methodologies: Why effective GTM teams operate like engineering teams with two-week sprints, daily standups, and experiment backlogs instead of traditional campaign structures.
• Building a culture of experimentation: Robert's framework for systematic testing - generating ideas, prioritising experiments, executing with discipline, and scaling what works.
• AI-powered prospecting in action: How DocuSign used AI agents to turn tens of thousands of exhausted leads into millions in the pipeline, generating 60 replies and 15 meetings within 72 hours.
• Designing for the future you want: Why leaders must ask whether their current team structure and capabilities match what they would design from scratch to achieve ambitious growth goals.

Resources & Links

People Mentioned:

• Thomas Barta-Marketing leadership expert and author of "The 12 Powers of a Marketing Leader"
• Jeff Bezos-Founder of Amazon, referenced for the "two pizza team" principle

Companies & Platforms:

• DocuSign-Agreement management platform
• Atlassian-Collaboration software
• eBay-Online marketplace
• Amazon-Benchmark for experimentation culture
• Netflix-Benchmark for experimentation culture
• Airbnb-Benchmark for experimentation culture
• Uber-Benchmark for experimentation culture

Concepts & Frameworks:

• The V-Zone (Value Creation Zone)-Maximising overlap between customer and company needs
• The 12 Powers of a Marketing Leader-Book by Thomas Barta and Patrick Barwise
• Two-Pizza Team-Amazon's principle for keeping teams small (5-8 people)

Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter

Contact & Credits

Host: Shahin Hoda

Guest: Robert Chatwani

Produced by:  Shahin Hoda and Alexander Hipwell

Edited by: Alexander Hipwell

Music by: Breakmaster Cylinder

APAC's B2B Growth Podcast is Presented by xGrowth

Jon also explains how AI-powered synthetic research is transforming market intelligence, why B2B needs more brand building than B2C, and what marketers should do about it. 

If you're stuck chasing in-market buyers whilst your competitors build future demand, this conversation will change how you think about growth.

Guest Introduction

Jon Lombardo is Co-Founder of Evidenza, a synthetic AI market research platform that surveys AI-generated customer copies to build evidence-based marketing plans in hours rather than months. Previously, Jon was Head of Research at LinkedIn's B2B Institute, where he helped establish the 95-5 rule and commissioned pioneering research on how B2B brands grow.

Key Topics

• The 95-5 rule: why 95% of B2B buyers are out of market at any given time, and why that matters more than the 5% who are ready to buy
• The 11X rule: how B2B buying cycles are 11 times longer than B2C, making brand building even more critical in B2B than consumer categories
• The evolution from the 60-40 rule to 95-5: how research with John Dawes from Ehrenberg-Bass Institute challenged conventional wisdom about marketing budget allocation
• Mental and physical availability in B2B: creating brand-relevant memories that activate when buyers eventually come into the market
• AI and synthetic research: how Evidenza uses AI to interview synthetic customers, delivering market research in hours that would traditionally take months
• Bootstrapped growth: how Evidenza launched with paying customers from day one without venture capital, growing to over 100 clients
• The future of AI in marketing: why AI is underrated and will transform marketing beyond what most people imagine
• Practical applications: how to use AI for execution whilst keeping strategic thinking human

Resources & Links

People Mentioned:

• Mark Ritson - Marketing professor, columnist, and founder of Marketing Week Mini MBA
• John Dawes - Professor at Ehrenberg-Bass Institute for Marketing Science
• Les Binet - Marketing effectiveness researcher and econometrician
• Peter Field - Marketing consultant and author
• Peter Weinberg - Co-Founder of Evidenza
• Brian Watroba - Co-Founder of Evidenza
• Jenny Romaniuk - Professor at Ehrenberg-Bass Institute for Marketing Science
• Rachel Kennedy - Professor at Ehrenberg-Bass Institute for Marketing Science
• Nicole Hartnett - Professor at Ehrenberg-Bass Institute for Marketing Science
• Byron Sharp - Professor of Marketing Science at Ehrenberg-Bass Institute

Companies & Organisations:

• Evidenza - Synthetic AI market research platform
• Ehrenberg-Bass Institute for Marketing Science - The World's largest centre for research into marketing
• LinkedIn B2B Institute - Marketing think tank (Jon's former employer)

Key Frameworks:

• The 95-5 Rule - Research on B2B buying behaviour shows that only 5% of buyers are in market
• The 11X Rule - How B2B buying cycles differ from B2C
• The 60-40 Rule - Les Binet and Peter Field's framework for balancing brand building and sales activation

Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC:https://xgrowth.com.au/newsletter

Contact & Credits

Hosts: Shahin Hoda and Vinnie Romano

Guest Jon Lombardo

Produced by: Shahin Hoda and Alexander Hipwell

Edited by: Alexander Hipwell

Music by: Breakmaster Cylinder

APAC's B2B Growth Podcast is Presented by xGrowth

From managing 30,000 weekly customer inquiries with AI agents to transforming his entire marketing team's workflows, Leandro offers a brutally honest look at what it takes to lead through a technological revolution. This isn't just theory: it's a practitioner's guide to implementing AI at scale, including the mistakes, the breakthroughs, and the systematic approach required to bring an entire organisation along for the journey.

Guest Introduction

Leandro Perez is Senior Vice President and Chief Marketing Officer for Australia and New Zealand at Salesforce, where he guides strategic direction and market positioning for the world's leading AI-powered CRM. 

With a Computer Science degree from UNSW and an Executive MBA from Quantic School of Business and Technology, Leandro brings over 20 years of experience combining technical expertise with business acumen. 

He previously led global corporate messaging at Salesforce and partnered closely with CEO Marc Benioff. He's a Fellow of The Marketing Academy, serves on the AANA Board, and is a recipient of the Salesforce Chairman & CEO Award.

Key Topics

• AI reality at Salesforce: Agent Force handles 850,000 conversations with 85% resolution
• "SaaS is dead" narrative: Why enterprise software needs governance, permissions, reliability, not just quick AI code
• Leading transformation: Year-long journey from lone voice to company-wide quarterly Agent Force Learning Days
• Process mapping first: Document crown jewel processes to identify pain points before introducing AI
• Systematic change: Company-wide learning days, mandatory training (100% Agent Blazer status), permission to experiment
• Practical AI adoption: Landing pages, social automation, Slack summaries, 80% email engagement, plus failed experiments
• Experimentation culture: Identifying early adopters, showcasing wins, balancing air cover with performance

Resources & Links

People Mentioned:

• Marc Benioff - Salesforce CEO & Co-Founder
• Roby Sharon-Zipser - hipages CEO & Co-Founder

Companies & Tools:

• Salesforce - AI-powered CRM platform
• Agentforce - Salesforce AI agent platform
• Trailhead - Salesforce learning platform
• Fisher & Paykel - Appliance manufacturer
• Goodyear - Tire manufacturer
• Remarkable - Digital paper tablet
• hipages - Online tradie marketplace
• ChatGPT - AI chatbot
• Gemini - Google AI assistant
• Perplexity - AI search tool
• ElevenLabs - AI text-to-speech
• AANA - Association of National Advertisers

Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter

Contact & Credits

Host: Shahin Hoda

Guest: Leandro Perez

Produced by: Shahin Hoda and Alexander Hipwell

Edited by: Alexander Hipwell

Music by: Breakmaster Cylinder

APAC's B2B Growth Podcast is Presented by xGrowth

This episode is packed with practical wisdom for B2B marketers who feel overwhelmed by the rapid pace of AI evolution. Rubina reveals how she carved out time to test tools like Opus Clip, custom GPTs, and Canva Magic, turning weekly pain points into opportunities for AI-powered solutions. She challenges the myth that prompt engineering requires specialists, arguing instead that it's simply about learning to communicate with clarity.

Whether you're struggling to justify AI experimentation to leadership or feeling paralysed by the sheer number of tools available, this episode will give you a clear framework to start testing, learning, and integrating AI into your everyday marketing workflow.

Guest Introduction

Rubina Carlson is a Certified Practising Marketer and Head of Marketing at 90 Seconds, the global platform empowering enterprise brands to create video content at scale. With over 15 years of experience driving growth across tech, tourism, higher education, and agency sectors, Rubina leads data-driven, growth-focused strategies that fuel brand visibility and revenue. Known for her early adoption of social media platforms and now AI, she's at the forefront of marketing innovation, having built internal GPTs and tested a wide range of AI tools to push marketing performance further. Beyond her corporate role, Rubina serves as Director of Digital Adelaide (South Australia's largest marketing conference) and is a key driver of Adelaide's emerging AI events.

Key Topics

• Overcoming "late to the AI party" fears: Transform anxiety into systematic learning
• One-hour-per-week AI testing: Friday afternoon framework for testing solutions
• Building custom GPTs: Achieve 80% first-draft quality with brand voice
• Strategic AI tool testing: Compare tools for real problem-solving vs trends
• Opus Clip for video repurposing: Transform long videos into social clips
• Rebecca Webber's AI success: Cut assessment time from 60 min to 30 sec
• Prompt engineering demystified: Clear communication, not specialist role
• Navigating AI restrictions: Build business cases when IT blocks tools

Resources & Links

People Mentioned

• Stephen Mayall - Growth marketer focusing on AI and agentic workflows
• Tim Lillyman - Marketing leader at XPON Technologies Group, active in AI and automation
• Axel Sukianto - B2B SaaS marketer and growth marketing advisor
• Christopher Chow - Head of Growth Marketing at Smokeball, LinkedIn video creator
• Rebecca Webber - Literacy leader at the Department of Education, South Australia, developed an award-winning AI assessment tool
• Simon Sinek - Author of "Start with Why"

Companies & Tools

• 90 Seconds - Rubina's company, a global video creation platform
• Opus Clip - AI video clipping tool for creating viral shorts from long videos
• Canva Magic - AI features within Canva for design and content creation
• Custom GPTs - OpenAI's customisable AI assistants
• Department for Education, South Australia - Organisation where Rebecca Webber developed an award-winning AI assessment tool
• Social Media Club Adelaide - Early adopter community mentioned by Rubina

Books & Resources

• "Start with Why" by Simon Sinek

Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across

APAC: https://xgrowth.com.au/newsletter

Contact & Credits

Host: Vinnie Romano

Guest: Rubina Carlson

Produced by: Shahin Hoda and Alexander Hipwell

Edited by: Alexander Hipwell

Music by: Breakmaster Cylinder

APAC's B2B Growth Podcast is Presented by xGrowth

From publishing service call data that manufacturers begged his client to hide, generating over $35 million from a single pricing article, Marcus shares real-world case studies that prove radical transparency isn't just good ethics, it's exceptional business. This episode is essential for listening for any founder or marketer who refuses to play it safe.

Guest Introduction

Marcus Sheridan is a world-renowned communication expert, author, and keynote speaker who has delivered over 750 transformational presentations across dozens of countries. Called a "web marketing guru" by The New York Times and named by Forbes as "1 of 20 Speakers You Don't Want to Miss", Marcus is the author of They Ask You Answer (named "One of the 5 Best Marketing Books of All Time" by BookAuthority) and Endless Customers (a USA Today national bestseller). He saved his swimming pool company, River Pools, from the 2008 crash through radical content marketing, transforming it into the most-visited swimming pool website globally. With over $1 billion in economic impact generated for companies worldwide, Marcus is also the co-founder of PriceGuide.ai, IMPACT, Marcus Sheridan International, and Question First Group.

Key Topics

• The four pillars of trust and why almost no companies consistently say, show, sell, and act more human than their competitors
• The Yale Appliance case study: How CEO Steve Sheinkopf became the most trusted voice in his industry by publishing service call data that threw major manufacturers under the bus
• The Big Five content topics: Why cost content is the number one traffic and sales generator, and the five levels of pricing transparency
• The pricing estimator revolution: Why companies see 300-500% increases in qualified leads overnight, including the Scottish shed company that saw 500% more leads in one weekend
• AI's massive impact on search: How over 60% of Google searches don't result in clicks, and why YouTube will become more important than your website
• Building a personal brand: Why trying to look smart destroys credibility, and why knowing who you are is not more important than knowing who you are

Resources & Links

People Mentioned:

• Steve Sheinkopf, CEO at Yale Appliance
• Rory Vaden, Speaker, Author, Co-founder of Brand Builders Group
• Gary Vaynerchuk (Gary Vee), Entrepreneur, Chairman of VaynerX
• Seth Godin, Author, Entrepreneur, Marketing expert

Companies & Tools:

• River Pools, Marcus' fiberglass pool manufacturing company
• PriceGuide.ai, Pricing estimator platform
• IMPACT, Marketing agency and training company
• Marcus Sheridan International, Speaking and consulting
• Question First Group, Sales and leadership training company

Books & Resources:

• Endless Customers by Marcus Sheridan
• They Ask You Answer by Marcus Sheridan

Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across

APAC: https://xgrowth.com.au/newsletter

Contact & Credits

Host: Shahin Hoda

Guest: Marcus Sheridan

Produced by: Shahin Hoda and Alexander Hipwell

Edited by: Alexander Hipwell

Music by: Breakmaster Cylinder

APAC's B2B Growth Podcast is Presented by xGrowth

Working for a global organisation with headquarters far from the region, Kitty reveals how she's successfully gained executive visibility, built internal advocates, and implemented innovative marketing approaches that have been adopted across the Asia-Pacific region.

This episode is essential listening for any B2B marketer working in a regional market who wants to move beyond execution mode and become a strategic contributor whose voice is heard at the highest levels of their organisation.

Guest Introduction

Kitty Zhao is a seasoned B2B marketing leader with over 14 years of experience across the manufacturing, mining, automotive aftermarket, and scientific sectors. Kitty brings a strategic lens to every initiative, combining deep expertise in OEM and distribution models with a collaborative leadership style that empowers teams to deliver marketing programs that resonate with customers and drive meaningful business results.

Key Topics

• Why Australian and New Zealand markets risk being overlooked in global decision-making, and how raising your profile ensures local needs are considered proactively.
• Common mistakes regional marketers make and why you should treat new initiatives like a sales pitch with evidence-based proposals.
• Pioneering account-based marketing in the mining sector and how this Australian initiative became the pilot program for the entire APAC region.
• Building internal advocates across technical teams and sales forces, and developing co-branded campaigns with customers.
• Creating strategic alliances with global colleagues across marketing functions to ensure two-way communication.
• Leveraging the Australian Institute of Packaging partnership that led to speaking opportunities across Asia-Pacific conferences.
• How locally-developed initiatives expanded from Australia to Thailand, Indonesia, Japan, and Malaysia.
• Building trust, demonstrating small wins, and confidently proposing innovative approaches.

Resources & Links

People Mentioned:

• Mark Ritson- Marketing professor and founder of Mini MBA in Marketing
• Natalie Truong- Ex-CMO, Oceania at EY

Companies & Organisations:

• Henkel-Global adhesive technologies company
• Australian Institute of Packaging-Peak professional body for packaging education in Australasia

Courses:

• MiniMBA in Marketing-MBA-level marketing course

Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across

APAC: https://xgrowth.com.au/newsletter

Contact & Credits

Host: Shahin Hoda

Guest: Kitty Zhao

Produced by: Shahin Hoda and Alexander Hipwell

Edited by: Alexander Hipwell

Music by: Breakmaster Cylinder

APAC's B2B Growth Podcast is Presented by xGrowth

If you're a marketer feeling stuck between sales enablement and strategic growth, or a founder struggling to translate your brilliant product into clear value propositions that resonate, this conversation will change how you think about marketing's role in driving revenue. Kayla reveals why product marketing might be the missing piece in your marketing strategy—and why understanding it could be the key to unlocking sustainable business growth.

Guest Introduction

Kayla Medica is the author of The Mehdeeka Method, a book all about establishing product marketing in an organisation including all the tricky bits like wrangling big personalities, as well as a fractional product marketer working with B2B SaaS businesses and startups. Having worked in B2B SaaS for over a decade, she's established product marketing functions at companies like Willow, serves as Head of Programming for Generate Summit, and writes the weekly Mehdeeka newsletter.

Key Topics

• Defining product marketing beyond the buzzwords - Why product marketing isn't just another marketing role and how it bridges the gap between what you build and what customers actually need
• The product marketer as the "buddy system" to your product - How product marketers change roles throughout a product's lifecycle from concept to sunset, acting as whatever the product needs at each stage
• Why sales enablement isn't "just" sales enablement - How internal education and getting everyone on the same page about what your product actually does forms the foundation for all other marketing efforts
• The granular work behind product-market fit - Real examples of how product marketers identify new use cases, expand into new markets, and help businesses understand not just who their customers are, but how they actually use the product
• Career transition advice for aspiring product marketers - How to identify if you're already doing product marketing work and what skills transfer from traditional marketing roles
• The collaboration imperative - Why product marketing success depends on working across teams (sales, product, customer success) and being the person who brings solutions, not just problems
• Product marketing as a business growth lever - How understanding and maintaining product-market fit becomes crucial for sustainable business growth and why business leaders should care about this function
• The Australian product marketing landscape - Why the role is newer in Australia compared to the US and how the local market is evolving

Resources & Links

Books Mentioned:

• The Mehdeeka Method by Kayla Medica - A step-by-step guide to establishing product marketing within organisations
• Listen Like You Mean It by Ximena Vengoechea - About conducting interviews and listening skills for product marketers
• Talk to Me by Dean Nelson - A journalist's guide to asking better questions

Communities & Resources:

• Generate Summit - Australia and New Zealand's leading B2B marketing community
• Mehdeeka Newsletter - Kayla's seasonal newsletter on B2B SaaS marketing

People Mentioned:

• Axel Sukianto - Co-founder of Generate
• Lara Vandersluis - Generate community organiser
• Kaylee Liu Generate community organiser

Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across

APAC: https://xgrowth.com.au/newsletter

Contact & Credits

Host: Vinnie Romano

Guest: Kayla Medica

Produced by: Shahin Hoda and Alexander Hipwell

Edited by: Alexander Hipwell

Music by: Breakmaster Cylinder

APAC's B2B Growth Podcast is Presented by xGrowth

Victoria shares why expanding into APAC is fundamentally different from other regions, dispels common myths about APAC markets, and reveals how sophisticated buyers in these geographies are driving the future of B2B technology adoption.

The conversation explores everything from the nuanced approach needed for different markets like Japan's trust-building requirements versus the rapid innovation appetite in Southeast Asia, to how geopolitical shifts create both opportunities and challenges.

Victoria also shares her approach to creating bespoke research that serves as both thought leadership and demand generation, demonstrating how to move beyond traditional marketing tactics to become a true business growth driver.

Guest Introduction

Victoria Sampson (McCafferty) is a seasoned marketing leader with over 15 years of experience driving growth across Asia-Pacific.

As CMO APAC at Thomson Reuters, she leads a diverse regional team, combining data, technology, and customer insight to design demand generation programs that deliver measurable impact.

Passionate about understanding buyer behavior, she believes the best marketing comes from truly knowing the customer—what they value, how they operate, and when to reach them.

Throughout her career, she has been proud to build inclusive teams, champion an ethical, people-first culture, and position marketing as a precision growth engine that bridges business goals with customer needs in meaningful ways.

Key Topics

• Why APAC expansion is different: Cultural practices, timing (e.g., Eid in Middle East), and diverse innovation drivers require long-term commitment (6–24 months depending on market).
• APAC myths debunked: Markets are often more advanced than US/EU in tech adoption, with larger buying groups and 70% of the journey completed digitally before first contact.
• The “gateway market” trap: Limiting operations to Singapore and Australia misses growth in China, Japan, Korea, India, and Southeast Asia.
• Content as advantage: Bespoke research and executive interviews drive both client retention and sophisticated demand generation.
• The 70-30 localisation rule: 70% of marketing scales regionally; 30% needs localisation around culture, channels, and geography.
• Channel diversification: WeChat dominates China, Naver in Korea, WhatsApp is rising in B2B, while Japan’s B2B sees low social media impact and declining email effectiveness.
• Marketing as advisory: Shift from traditional roles to driving business growth with analytics, strategy, and client-centric positioning.
• Future of B2B marketing: AI handles execution; human skills in messaging, buyer understanding, and connection become key — a return to the “art” of marketing.

Resources & Links

People Mentioned

• Professor Scott Galloway - Recommended resource for business insights and content
• Shahin Hoda LinkedIn Profile
• Alexander Hipwell LinkedIn Profile

Companies & Tools Discussed

• Thomson Reuters - Victoria's employer
• Bombora - Intent data platform mentioned
• 6Sense - ABM software platform
• Canva AI - Content creation tool
• Tableau - Data analytics and reporting

Events & Programs

• Synergy - Thomson Reuters' flagship client event series (Australia, Dubai, Singapore, Tokyo)

Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across

APAC: https://xgrowth.com.au/newsletter

Contact & Credits

Host: Shahin Hoda

Guest: Victoria Sampson (McCafferty)

Produced by: Shahin Hoda and Alexander Hipwell

Edited by: Alexander Hipwell

Music by: Breakmaster Cylinder

APAC's B2B Growth Podcast is Presented by xGrowth

From early failures and misalignment issues to achieving an incredible 80X return on marketing spend, Stuart reveals the critical importance of sales and marketing alignment. He provides a detailed blueprint for implementing a successful ABM program. This episode is packed with actionable insights for B2B marketers looking to move beyond traditional lead generation tactics and build sustainable revenue growth through strategic account targeting.

Guest Introduction

Stuart Matthewman joined IR in 2014 and was promoted to CMO in 2022, having risen through the ranks and strengthened the marketing function. Under his leadership as CMO, he has been a key contributor to IR's remarkable growth, driving a 132% increase in revenue, a 289% growth in EBITDA, and a complete overhaul of the global marketing team. Stuart is a B2B CMO of the Year Finalist for 2025 and brings extensive experience leading global marketing teams across ASX-listed technology companies.

Key Topics

• The early ABM struggles: Why IR's initial attempts at account-based marketing failed over six years, including issues with sales alignment and over-personalisation too early
• The turning point: How bringing in new sales leadership and rebranding ABM as "Account Based Everything" (ABE) transformed their approach and results
• The 12-16 week ABM process: A detailed breakdown of IR's structured approach, from pre-warming accounts to SDR activation and sales follow-up sequences
• Sales and marketing alignment: Practical strategies for getting sales teams fully bought into ABM programs and maintaining consistent execution
• SDRs under marketing: Why IR moved their SDR function from sales to marketing and the benefits this structure provides for ABM execution
• Measuring ABM success: How IR tracks progress without traditional MQL metrics and focuses on account engagement and pipeline generation
• AI integration: Current experiments with AI to automate and scale ABM activities while maintaining personalisation
• Branding evolution: IR's journey from "Integrated Research" to "IR" and the market research that guided their brand consolidation strategy

Resources & Links

People Mentioned:

• Stuart Matthewman - CMO, IR
• Byron Sharp - Director, Ehrenberg-Bass Institute
• Professor Jenni Romaniuk - Associate Director, Ehrenberg-Bass Institute
• Mark Ritson - Marketing Professor and Mini MBA Founder
• Kerry Cunningham - 6Sense ABM Expert
• Kim Scott - Author of "Radical Candor"
• John Lombardo - B2B Institute (LinkedIn)

Companies & Tools:

• IR (Integrated Research) - Performance monitoring software for critical IT infrastructure
• Ehrenberg-Bass Institute - World's largest centre for marketing research
• 6Sense
• DemandBase

Books & Resources:

• "How Brands Grow" - Byron Sharp
• "How Brands Grow Part 2" - Byron Sharp and Jenni Romaniuk
• "Radical Candor" - Kim Scott
• "Better Brand Health" - Jenni Romaniuk
• "Building Distinctive Brand Assets" - Jenni Romaniuk
• Women in Product Marketing Podcast

Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across

APAC: https://xgrowth.com.au/newsletter

Contact & Credits

Host: Shahin Hoda

Guest: Stuart Matthewman

Produced by: Shahin Hoda and Alexander Hipwell

Edited by: Alexander Hipwell

Music by: Breakmaster Cylinder

APAC's B2B Growth Podcast is Presented by xGrowth

What starts as a discussion about business language misuse quickly evolves into a deeper conversation about how marketers can remain strategically relevant in an AI-driven world.

Melinda breaks down why go-to-market has become a buzzword that's lost its true meaning, and shares practical advice for B2B marketers who want to move beyond tactics to drive real organisational alignment.

This episode is essential listening for anyone tired of seeing "go-to-market" slapped onto job titles without the strategic foundation to back it up.

Guest Introduction

Melinda Stuart is Enterprise Marketing Lead at Optus and a Marketing and Communications Leader with extensive experience in global and APAC markets.

With over two decades of international experience and more than ten years in the technology sector spanning cloud, communications, and software, Melinda has successfully shaped go-to-market strategies across various new territories and verticals.

She's worked in both agency and client-side roles, including previous positions at Macquarie Telecom and InterSystems, and serves as an advisor to organisations of varying sizes, particularly within the technology space.

Key Topics

• The real definition of go-to-market strategy – Why it's a cross-functional, organisational approach, not just a marketing function
• Why marketers are taking on GTM responsibility – The rise of growth marketers and how stakeholder fatigue leads to siloed decision-making
• The critical question every marketer should ask – "Who do I need to get in a room?" before taking on go-to-market responsibilities
• Strategy vs tactics in the age of AI – How the abundance of marketing tools is creating more tacticians than strategists
• Social selling as part of account-based marketing – Using executive branding and authentic content to demonstrate growth within target accounts
• Staying relevant in an AI world – Why human strategic thinking remains the competitive differentiator for the next decade
• The importance of cross-functional collaboration – Breaking out of the marketing corner to ask questions and align with other teams

Resources & Links

• Vinnie's article in Mediaweek: Stop selling tactics as strategy: The dangerous misuse of business language
• Adam Turinas – Healthcare ABM specialist and founder of Health Launchpad
• Dr Catherine Ball – Futurist, Associate Professor at Australian National University, and author of "Converge"
• Vinnie Romano on LinkedIn – Host and executive branding specialist
• Melinda Stuart on LinkedIn – Guest and Enterprise Marketing Lead at Optus

Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter

Contact & Credits

Host: Vinnie Romano

Guest: Melinda Stuart

Produced by: Shahin Hoda and Alexander Hipwell

Edited by: Alexander Hipwell

Music by: Breakmaster Cylinder

APAC's B2B Growth Podcast is Presented by xGrowth

Operating across 130+ markets from their Singapore headquarters, Jon shares how they've built a modern marketing organisation that balances global consistency with local authenticity.

From the critical importance of product marketing to bold brand moves like their McLaren F1 partnership, this episode explores what it takes to scale marketing in the fintech space while challenging traditional B2B playbooks.

Key Topics Covered

Global Marketing Architecture

• Why Airwallex chose to build their marketing function from APAC rather than traditional hubs like Silicon Valley
• The strategic advantage of hiring talent familiar with fragmentation and global trade
• Managing distributed teams across multiple time zones and regions

Product Marketing as Foundation

• Why product marketing is the most under-invested function in marketing
• Jon's goal to grow product marketing to 10% of the marketing organisation
• The four-dimensional coverage model: product suites, geography, industry verticals, and competitive intelligence

Brand Building in Fintech

• The trust equation: reliability + credibility + intimacy - self-orientation
• How the McLaren F1 partnership addresses all four trust components
• Measuring brand impact through awareness surveys, pipeline metrics, and employee sentiment

AI and Marketing Evolution

• Practical AI implementations using tools like Writer and Profound
• The paradigm shift in SEO and content strategy
• Why AI advancement might make first-principles marketing even more important

Notable Quotes

"You're not marketing to business decision makers. You're marketing to humans who happen to make business decisions."

"If your core is strong, even as a human being, then the rest tends to get strength from that."

"Data is important, but data should not override common sense."

"Never lose sight of first principles... all good marketing starts with good insight."

Key Takeaways

1. Geography isn't destiny - Core marketing capabilities matter more than location when scaling globally
2. Product marketing is critical - It's the foundation that makes all other marketing efforts effective
3. Trust is multi-dimensional - Especially in fintech, building trust requires a strategic approach across multiple touchpoints
4. Human connection wins - Even in B2B, you're ultimately marketing to humans, not businesses
5. Bold moves differentiate - In a crowded market, calculated risks and creative approaches cut through the noise

Rapid Fire Insights

• Must-read resource: "Nudge" - behavioural economics and decision-making
• Key advice: Don't get trapped doing the same playbook everyone else uses
• What excites him most: The transformational potential of B2B marketing beyond marginal gains

Guest Bio

Jon Stona leads global marketing at Airwallex, a fintech unicorn that has grown from a Melbourne coffee shop startup to serving customers across 130+ markets.

Based in Singapore, Jon oversees marketing strategy for one of the world's fastest-growing financial infrastructure platforms, with a focus on building product marketing capabilities and bold brand initiatives that challenge traditional B2B conventions.

This episode is perfect for marketing leaders looking to scale globally, fintech professionals interested in brand building, and anyone curious about the future of B2B marketing in an AI-driven world.

He critiques the common advice of niching down, arguing that it can lead to creator burnout and audience fatigue. 

Instead, he advocates for a broader approach that allows for personal interests to be integrated into content. 

Caleb also shares insights on starting a personal brand, the significance of clarity in branding, and the importance of hiring strategically to address content creation bottlenecks. 

He highlights the need for data-driven strategies and the value of case studies in building trust with audiences. 

The discussion concludes with rapid-fire questions that encapsulate Caleb's philosophy on personal branding in the age of AI.

Takeaways:

• Niching down can lead to creator burnout.
• Sustainability in content creation is crucial.
• Be authentic to avoid losing trust with your audience.
• Hiring should address specific bottlenecks in content creation.
• Views are important, but conversions matter more.
• White papers can be effective if they contain relevant information.
• Building personal brands within organisations can enhance trust.
• Picking an ideology as an enemy can be more effective than targeting individuals.
• Clarity in branding helps guide content strategy.
• Integrating personal interests into content can keep creators engaged.

Caleb is a brand strategist, content producer, and creator mentor who’s worked with names like Gary Vaynerchuk, Leila & Alex Hormozi, and other leading voices in entrepreneurship. He now helps founders and creators scale content in a way that’s sustainable, strategic, and honest.

Follow Caleb on:

• YouTube: @calebralston
• LinkedIn: Caleb Ralston
• Instagram: @calebralston
• Twitter / X: @calebralston

Resources Mentioned:

• YouTube: How to build a brand - Full course
• Workbook download
• Gary Vaynerchuk – Crush It
• Patty Galloway

Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter

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.

Discover how shifting the focus from lead generation to revenue unlocks more strategic impact, strengthens alignment with sales, and drives meaningful growth through account-based selling.

Key Takeaways

• Stop talking leads, start talking revenue - Frame your impact as "$1M in pipeline opportunities" not "100 MQLs generated"
• Own the sales discovery process - Build SDR teams that report to marketing for full funnel control
• Be in the room where it happens - Get marketing into weekly sales meetings as strategic partners, not vendors
• Account-based selling beats ABM - Focus on "us" outcomes, not just marketing campaigns
• Listen with intention - Use "two ears, one mouth" to gather sales intelligence and customer insights
• Prove your model first - Start with sales champions, show results, then scale across the organisation
• Customer intimacy is your B2B superpower - Direct customer engagement beats digital analytics every time
• AI is your wingman, not your replacement - Use it to scale content creation and personalisation efforts

Memorable Moments

• The "crickets" story: How poor event execution taught valuable lessons about sales alignment
• The Defence Coin case study: Creating meaningful, personalised experiences that cement relationships
• The conversion breakthrough: How rapid response transformed lead quality

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

🎥 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...

• What fear has to do with campaign strategy
• How understanding the customer’s “worst possible outcome” can align marketing and sales
• Why stakeholder relationships (even one-on-one) can create powerful ripple effects

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:

• Boundaries - Henry Cloud & John Townsend

_________________

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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

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...

• Moving from product-led to value-led marketing
• Understanding the importance of Category Entry Points (CEPs)
• How to identify and speak to customer pain points that actually drive action
• Using content, humour, and empathy to win over mining giants like BHP and Rio Tinto
• And, why scoring accounts is critical in long-game industries (not just leads)

_________________

🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9

📚 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

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...

• How Twilio’s APJ team is shaping their global strategy
• Nicholas’ formula: OP + NT = EOP
• What it means to be “AI Ready” 
• Why transparency is just as important in the industry today

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.

_________________

🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9

📚 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

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...

• Why small brands struggle
• Why "trust" doesn't actually matter for strong branding
• How pricing is the real key to profit (not revenue)
• The 95-5 rule
• Why salespeople should not create content (and who should)
• Mark's take on personal branding

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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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...

• The biggest risks businesses should be tracking right now
• How predictive AI is helping companies see risk before it happens
• A real-world example of how an oil company avoided massive losses
• Why tariffs, supply chains & compliance are the next big things you should keep an eye on
• How financial services shaped modern risk management
• The practical steps businesses must take now to protect their future

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:

• Letters to a Young Poet
• Satya Nadella
• Christina Brady

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This episode covers...

• What can cause a brand crisis?
• What businesses have risen from a brand crisis, and how did they do it?
• What does proactive crisis management look like?
• Marketing’s role in crisis management

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:

• 18 Minutes - Peter Bregman
• Greg Kihlstrom
• Seth Godin

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This episode covers...

• Why AI Agents that do the small, simple tasks don't move the needle.
• What jobs will be obsolete and what new jobs will emerge?
• What will happen to the human relationship during the buying cycle?
• The next wave of AI (fully autonomous buying and selling)

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:

• The Greatest Salesman in the World - Og Mandino
• Y Combinator Podcast
• Lenny's Podcast

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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...

• How to use his DAD framework for marketing - Different, Attractive, and Direct
• The challenges small businesses face when trying to get noticed
• Building an Attention Plan over a Marketing Plan
• What the ideation process looks like

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:

• Mike's Website
• The World Almanac and Book of Facts
• The Go-Giver - Bob Burg
• Brainfluence - Roger Dooley
• FRICTION - Roger Dooley
• The One Thing - Jay Papasan & Gary Keller
• Malcolm Gladwell

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Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.

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🚨 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...

• Making an impression
• The importance of being skeptical
• Building your brand
• and His book, The Three Word Brief 

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:

• The Ad Contrarian Newsletter
• The Three Word Brief - Bob Hoffman
• The Long and Short of It - Les Binet & Peter Field
• A Complete Unknown - Film

People to watch in the space:

• Dave Trott
• Mark Ritson
• Byron Sharp
• Karen Nelson-Field
• Orlando Wood
• Brian Jacobs

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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

This episode also covers...

• The importance of relationship building in all roles
• How to deal with rejection as a salesperson and marketer
• Why Environmental, Social & Governance (ESG) is important

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:

• Produce Marketing Alliance
• Fiona Tipping
• Serena Leith

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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

This episode covers...

• How to avoid misalignments
• Large Language Models (LLM) and SEO
• How to build a solid strategy for your tactics to actually work
• Impostor syndrome and the future of AI

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:

• Sell with Authority Podcast
• Rand Fishkin
• Wil Reynolds

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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

This episode covers...

• Composable tech stacks
• The role of AI Agents in workflows
• ‘Service as a Software’ (not your usual SaaS model)
• And the future for marketers in this space

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:

• Ethan Mollick
• OfferFit

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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

This episode also covers...

• How to achieve messaging alignment between marketing and sales teams
• How to stand out to your customers
• And how team sport can help you approach business resilience and motivation

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:

• Mindset - Carol Dweck
• The Brutal Truth - Brian Burns

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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

This episode also covers...

• Fundamentals of marketing
• CEO and customer expectations
• Creative opportunities

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:

• Marketing Leadership Institute
• Seth Godin's Blog

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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

This episode also covers...

• Long-term vs short-term marketing focus
• Cultivating a niche
• The importance of understanding P&L
• How to build trust in your teams and with customers

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:

• 10x Is Easier Than 2x - Dan Sullivan
• How Brands Grow - Byron Sharp
• Reforge
• Rory Sutherland

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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

This episode also covers...

• The role and evolution of being a CEO
• How to adapt to consumer behaviour and technology development
• Building company strategy
• The importance of company values and pillars

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:

• Founder Mode - Paul Graham
• Open - Andre Agassi
• The Hard Things About Hard Things - Ben Horowitz
• Acquired Podcast
• The Contrarians
• 7 Powers - Hamilton Wright Helmer
• hipages annual reports
• hipages product vision video

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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

This episode also covers...

• Regional differences with campaigns
• How to navigate working in a sales-led organisation
• How to deal with HQ being in a different region
• Collaboration and budget management

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:

• Deep Work - Cal Newport
• Essentialism - Greg McKeown
• Mini MBA - Mark Ritson
• The Marketing Leadership Masterclass - Thomas Barta
• Axel Sukianto
• SparkAI

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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

This episode also covers...

• Why it’s so important for marketing to be on the board
• The do’s and don’ts of getting on the board
• Your relationship with the CEO and building internal networks
• The evolution in the market with AI

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:

• Harvard Business Review
• Amy Gallo
• Amy Edmondson
• Dare to Lead - Brené Brown
• The New CEO - Ty Wiggins
• The CEO Institute
• Moby Siddique
• Laura Barnes
• Green shoots of change in the Boardroom Review (2024)

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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

This episode also covers...

• The realisation that M&A can be a great growth channel
• The evolution of leadership
• Mistakes and fear
• Balancing life and a business

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

This episode also covers...

• How Sendoso built their influencer community
• How to balance transparency and professionalism
• The strategies and tactics of building a community
• The future of Sendoso

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:

• Amp It Up - Frank Slootman
• Marc Benioff

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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

This episode also covers...

• How to be a Thought Leader
• The difference between a Thought Leader, a Subject Matter Expert, and an Influencer
• Ashley's Thought Leader model and pillars

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

This episode also covers...

• the cost-effective methods of marketing research
• how marketing research can help you stay ahead of the curve
• practical insights for startups to refine their marketing approaches

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:

• Obviously Awesome - April Dunford
• Elena Verna
• Kyle Poyar

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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

This episode also covers...

• Tertiary education and their approach to teaching marketing
• The key actions to close the gap between B2B and B2C
• How to build a strong brand

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:

• Marketing Association NZ
• Axel Sukianto

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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

This episode also covers...

• Gartner’s hype cycle
• What roles are going to be impacted by AI the most?
• AI and revenue generation
• Decision-making with AI

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:

• World War Z - Max Brooks
• Humans + AI - Ross Dawson
• Chris Howard
• Reid Hoffman

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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

This episode also covers...

• Transitioning from Market Leader to Challenger
• How to differentiate yourself in the market
• How to have effective brand awareness

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:

• The Hard Things About Hard Things - Ben Horowitz
• SaaStr - Jason Lemkin

_________________

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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

This episode also covers...

• How to build brand trust
• The importance of employee advocacy
• How to approach personal branding for executives 

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:

• The Marketing Academy
• Marc Pritchard
• Syl Saller
• Mark Ritson
• The B2B Institute
• Leandro Perez

_________________

🎯 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 also covers...

• How Growth Tribe got to where they are now
• What key tactics are important within your growth strategy
• The importance of experimentation
• How to leverage AI for your business

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:

• G.R.O.W.S experimentation framework
• Deep Work - Cal Newport
• Growth Tribe Blog
• The Rundown AI - Rowan Cheung
• Ethan Mollick

Gen AI tools that are on David’s radar:

• Perplexity - A research tool
• LM Studio - Where you can play around with LLMs
• Make.com - Workflow automation
• MindStudio - Building internal or client-facing apps
• CrewAI - AI agents and multi-agents
• NotebookLM - Research tool by Google
• Uizard - Prototyping and user interface
• ElevenLabs - Replicating voice

_________________

🎯 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 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

This episode also covers...

• How marketers can understand sales
• How brand health surveys can help with market research
• What are marketing development funds (MDF)?

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:

• Start with Why - Simon Sinek
• Mini MBA - Mark Ritson
• Axel Sukianto

_________________

🎯 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 also covers...

• The beginning of Macquarie Telecom
• The importance of brutal transparency
• How to attract the right team
• Where to start on a CX journey

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:

• Customer Magic - Joseph Michelli
• The Ultimate Question - Fred Reichheld
• Good to Great - Jim Collins
• Oh, the Places You'll Go! - Dr Seuss
• Macquarie Telecom Video

_________________

🎯 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

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...

• How to use AI for account selection
• Including AI in the customer journey
• Refining messaging and offers using AI
• Where AI won't play a role

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:

• Any Ordinary Day - Leigh Sales
• Salesforce Marketing AI Solutions

_________________

🎯 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 about what's working in the digital experience space and how you can connect with your audience better.

This episode also covers...

• Tactics and strategies for building meaningful digital experiences for your audience
• Gated vs Ungated content
• Content creation with LLMs

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:

• The Hard Thing About Hard Things - Ben Horowitz
• Team of Teams - Stanley McChrystal

_________________

🎯 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

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:

• Think Remarkable - Guy Kawasaki
• Guy Kawasaki's Remarkable People
• If You Want to Write - Brenda Ueland
• David Aaker

_________________

🎯 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

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...

• How to measure customer engagement in your ABM strategy
• How to make those segmentation decisions
• How to evaluate the success of your targeted ABM campaigns

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:

• NLP at Work - Sue Knight
• Why We Buy - Katelyn Bourgoin

_________________

🎯 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

What to expect in the episode...

• What Gamification is
• Successful examples of Gamifications
• How effort can impact outcome

Resources mentioned in this episode:

• Predatory Thinking - Dave Trott
• Oversubscribed - Daniel Priestley
• TextExpander
• To Kill a Mockingbird - Harper Lee

_________________

🎯 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

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:

• Procrastinate on Purpose - Rory Vaden
• The Time to Win - Jay Baer
• Tequila

_________________

🎯 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

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...

• How to adjust marketing strategies during change
• What projects you should be prioritising
• Managing your team during change
• How to be innovative with the budget you've got

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:

• The Tipping Point - Malcolm Gladwell
• Rory Sutherland

_________________

🎯 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

Listen in on how your company can manage through a merger or acquisition.

What to expect in the episode...

• How to keep your brand's objectives aligned
• Managing expectations during change
• How to adapt to the strategies from start-up to growth phases post-M&A
• How to create brands that have longevity

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:

• Harvard Business Review
• The Social Juice
• Mark Ritson
• Chase Dimond
• Neil Patel

_________________

🎯 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

What to expect in the episode...

• The challenges you face when you grow
• The transition strategies you can implement
• The team dynamics to make it in the enterprise market
• ReadyTech’s brand evolution

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:

• 20VC Podcast
• All-In Podcast
• The Rest Is Politics
• Drive - Daniel Pink
• Elon Musk - Walter Isaacson
• Going Infinite - Michael Lewis

_________________

🎯 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

What to expect in the episode...

• The core components of a successful growth process
• The common mistakes and challenges when implementing growth
• High-velocity testing
• The future of growth

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:

• Hooked - Nir Eyal
• Influence - Robert Cialdini
• Atomic Habits - James Clear
• Life Force - Tony Robbins

Go check out Sean's World Tour here: https://www.seanellis.me/world-tour.html

_________________

🎯 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

What to expect in the episode...

• How your company can be customer-focused
• The importance of customer advocacy
• The challenges that took place during the initial customer advocacy journey

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:

• The Sales Acceleration Formula - Mark Roberge
• Uri Levine

_________________

🎯 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

What to expect in the episode...

• Defining the CRO role
• The must-have attributes of a CRO
• US vs APAC

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:

• SBI
• Whitney Johnson

_________________

🎯 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

What to expect in the episode...

• AI in the B2B space
• Designing B2B influencer campaigns
• AI and B2C Influencer Marketing

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:

• Morning Brew
• Pivot

_________________

🎯 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

What to expect in the episode...

• How to sell creative to leadership
• How to build a great creative team
• Using AI as a co-pilot

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:

• Play Bigger
• Own the Room - Amy Jen Su
• Marketing Artificial Intelligence - Paul Roetzer
• Impromptu - Reid Hoffman

_________________

🎯 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

What to expect in the episode...

• What MarTech transformations look like for big companies like NAB
• The main components of the new NAB MarTech stack
• Generative AI for banks

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:

• Thinking, Fast and Slow - Daniel Kahneman
• The Case for Creativity - James Hurman

_________________

🎯 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

• Identifying your accounts
• Being creative with one-to-few and one-to-one accounts
• The predictions for the future of ABM tech stacks

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.

_________________

🎁 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

• How demand gen, ABM and executive engagement come together
• The executive engagement function
• How to measure the success of your ABM programs

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:

• Atomic Habits - James Clear
• Boundless - Vala Afshar

_________________

🎁 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

The episode covers the following:

• How to go about being transparent
• Maintaining commitment with partners and customers
• The importance of creating cool content
• Balancing brand marketing and performance

‘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:

• How not to Plan - Les Binet
• Good Strategy, Bad Strategy - Richard Rumelt
• Stan Grant Books

_________________

🎁 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

The episode covers the following:

• What it means to be authentic
• What is purpose-driven marketing?
• Important metrics and tactics
• Creating meaning for customers

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:

• Elon Musk - Walter Isaacson
• Man's Search for Meaning - Viktor Frankl
• We First - Simon Mainwaring
• Brian Solis
• Lenny's Podcast - Tom Conrad
• Lex Fridman

_________________

🎁 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

The episode covers the following:

• How to use data from customer interviews
• Using an account-centric persona structure
• How to stay aligned with brand tone and voice
• The importance of prioritisation & data accuracy

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:

• The B2B Elements of Value - Harvard Business Review
• The Diary of a CEO - Steven Bartlett
• Latane Conant

_________________

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

The episode covers the following:

• The responsibilities of Marketing since Covid
• Predictions and PLG
• LinkedIn and it's new generative AI feature

Resources mentioned in this episode:

• Marketing Responsibilities Article
• Mark Ritson's post on LinkedIn AI feature
• Zag - Marty Neumeier
• Discipline is Destiny - Ryan Holiday

_________________

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

The episode covers the following:

• How the role of marketing is changing
• Creating demand vs capturing demand
• The evolution of marketing tactics
• What KPIs you should focus on

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:

• Holistic Marketing - Ed Locher
• Start with Why - Simon Sinek
• Carilu Dietrich
• Sam Jacobs

_________________

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

The episode covers the following:

• How to integrate influencer marketing into your strategy
• The difference between B2B and B2C influencer marketing
• In-house vs external influencers
• The importance of User Generated Content (UGC)

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:

• Leading Change At Work - Adam Braus
• Bluefishing - Steve Sims
• Trends Newsletter - Hustle
• The Prof G Pod - Scott Galloway
• Neil Patel
• Total Annarchy - Ann Handley
• Kara Swisher

_________________

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

The episode covers the following:

• The “hype cycle”
• The impact of AI on your go-to-market strategy
• How content marketing will evolve
• The best approaches to identifying processes that AI can help you with.

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:

• Paul Graham
• Tyler Cowen
• Craig Rosenberg

_________________

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

The episode covers the following:

• Will personal branding replace company branding?
• How to turn your workers into Industry Leaders
• Using LinkedIn to social sell

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:

• Steve Watt
• MySocial.ai

_________________

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

The episode covers the following:

• Defining sales enablement
• How to align with your company’s sales objectives
• The impact of Generative AI on sales enablement
• Where to start with sales enablement

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:

• Mel Robbins
• Seth Godin

_________________

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

The episode covers the following:

• The importance of transparency in accounts
• What short-term & mid-term KPIs you should focus on
• How to manage expectations & avoid over-promising
• Making sure your data is clean

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:

• The 7 Habits of Highly Effective People - Stephen Covey
• The Five Dysfunctions of a Team - Patrick Lencioni

_________________

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.

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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

The episode covers the following:

• The ABM program at Kyndryl
• Defining and prioritising an ABM strategy
• How to pick the right customers
• The importance of visibility and reputation

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:

• Bev Burgess
• Andrea Clatworthy

_________________

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.

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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

The episode covers the following:

• The state of today’s enterprise landscape
• The role of PLG in your go-to-market strategy
• The power of events and experiences
• Content sharing

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:

• The JOLT Effect - Matthew Dixon
• The Psychopath Test - Jon Ronson
• C.J Box books

_________________

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

https://www.surveymonkey.com/r/ABM-APAC-2023

_________________

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:

• How to craft account messages and value props
• The 3 layers of leadership
• How to approach personalisation
• Common mistakes made while building messages

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:

• Find Your Why - Simon Sinek

_________________

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

https://www.surveymonkey.com/r/ABM-APAC-2023

_________________

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:

• What makes a good story in B2B marketing?
• How to bring a story to life through events
• How to make the customer the hero 
• How to hit those MQL numbers

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:

• Start with Why - Simon Sinek
• Hidden Brain Podcast
• Head & Heart - Kirstin Ferguson

_________________

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

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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:

• How to define ABM
• Working with a full-stack ABM model
• Pilots and GTM strategies
• The challenges with ABM pilots

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:

• A Practitioners Guide to ABM - Bev Burgess
• Crossing the Chasm - Geoffrey Moore
• Propolis - B2B Marketing

_________________

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

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:

• What ABM tech to look into
• The single source of truth
• How to avoid data silos
• The mistakes to avoid when building a tech stack

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:

• The Naked Leader - David Taylor
• The SaaS Sales Method - Winning by Design
• CXL - Peep Laja

_________________

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 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:

• The 6 data points to use as targeting criteria
• Cloud intelligence and personalisation
• How to leverage your data
• Where to start with targeting and personalisation

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:

• The Score Takes Care of Itself - Bill Walsh
• Seeking Wisdom - David Cancel

_________________

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 Christine Law, Director & Head of ABM, Asia Pacific & Japan at ServiceNow, about bringing brand experience and ABM together.

The episode covers the following:

• What is brand experience?
• How to define ABM
• The mistakes marketers make
• Finding the balance between strategy and uplifting the strategy

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:

• Who Says Elephants Can't Dance? - Louis Gerstner

_________________

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 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:

• Defining social selling
• Social selling and its importance to ABM
• The common mistakes people make
• Where to start with social selling

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:

• Play Bigger - Christopher Lochhead
• Sam Sales - Samantha McKenna
• Refine Labs - Chris Walker

_________________

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

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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:

• The stages of account maturity
• The mistakes made along the way
• How to improve KPIs and attribution
• The tools used

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:

• Building a StoryBrand - Donald Miller
• They Ask, You Answer - Marcus Sheridan
• GaryVee

_________________

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

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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:

• Why marketing should get involved with customer onboarding
• Common mistakes made during the customer onboarding process
• The importance of communication
• Customer onboarding at ReadyTech

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:

• Extreme Ownership - Jocko Willink
• Mini MBA - Mark Ritson
• Seth Godin

_________________

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

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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:

• 5 benefits derived from product marketing
• The difference between product-led growth & product marketing
• The importance of customer feedback & insights
• Advice for building a GTM plan

Resources mentioned in this episode:

• Product Marketing Debunked - Yasmeen Turayhi
• Mini MBA - Mark Ritson

_________________

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/

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Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth

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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:

• How to use ChatGPT effectively
• Being creative with generative AI
• Where to start with AI tools like ChatGPT
• The early mistakes of using generative AI

Resources mentioned in this episode:

• The Adaptation Advantage - Heather McGowan & Chris Shipley
• The Content Advisory - Robert Rose

_________________

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

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:

• How to approach business value realisation
• Marketing at Salesloft
• The importance of LTV
• How to materialise an account expansion

Resources mentioned in this episode:

• Never Split the Difference - Chris Voss
• The Edge Newsletter - The Black Swan Group
• Tomasz Tunguz blog
• Dave Gerhardt

_________________

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

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:

• What was learnt from the early days of Salesforce
• How Salesforce managed to grow
• How to sell into an account
• How Connect the Dots is inspired by his time at Salesforce

Resources mentioned in this episode:

• How to Meditate - Pema Chödrön
• Marc Benioff
• John Barrows
• SaaSy Sales Leadership - Matt Cameron

_________________

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

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:

• Where to start with account and vertical selection
• What data points to use for making decisions
• Defining growth
• The must-have conversations

Resources mentioned in this episode:

• From Strength to Strength - Arthur C. Brooks
• The Diary of a CEO - Steven Bartlett
• Practitioner of Neuro-Linguistic Programming (NLP) - Daryll Scott
• Bev Burgess

_________________

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

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:

• How to approach SEO
• The impact of user behaviour
• Hiring an agency
• The types of content created for emerging categories

Resources mentioned in this episode:

• Sell Like Crazy - Sabri Suby

_________________

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

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:

• How Veeam encourages creativity
• The importance of experimentation
• The Hop on Veeam Bus campaign
• The significance of being data-driven

Resources mentioned in this episode:

• Hop on Veeam Bus - Veeam campaign
• The Power of Vulnerability - Brené Brown

_________________

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

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:

• What is an Executive Briefing Center?
• How ServiceNow takes advantage of their EBC program.
• The value of having an EBC in APAC.
• What you need to set up an EBC.

Resources mentioned in this episode:

• When Breath Becomes Air - Paul Kalanithi
• Transformation done Wright - Dave Wright

_________________

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

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:

• What is purpose-driven marketing?
• How to implement a purpose-driven program.
• ABB’s Unstoppable - a global campaign.
• The importance of storytelling.

Resources mentioned in this episode:

• Unstoppable - ABB global campaign
• The Power of Vulnerability - Brené Brown
• Seth Godin

_________________

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

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:

• How to focus on efficiency and effectiveness.
• The importance of having a growth mindset.
• The significance of localisation and standardisation.
• What to do with a tight budget.

Resources mentioned in this episode:

• Build - Tony Fadell
• Adam Grant

_________________

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

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:

• Understanding financial metrics.
• How to approach your budget.
• How to justify a new headcount.
• Building rapport with your CFO.

Resources mentioned in this episode:

• Morning Brew - Blog
• Dave Yuan - Tidemark

_________________

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

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:

• Who are Palo Alto Networks?
• How to build competency.
• The importance of a growth mindset.
• The significance of disruption and innovation.

Resources mentioned in this episode:

• A.I.SHA - My Virtual Girlfriend - Palo Alto Networks
• Tuesdays with Morrie - Mitch Albom

_________________

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

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:

• Managing an SDR team as a Marketer.
• Approaching different geographies.
• Advice for expanding into different regions.
• The common mistakes when building an SDR team.

Resources mentioned in this episode:

• The Subtle Art of Not Giving a F*ck - Mark Manson

_________________

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

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:

• The trends in digital customer behaviour
• The successful tactics
• The differences between small-market and enterprise
• How to build a customer journey

Resources mentioned in this episode:

• Purple Cow - Seth Godin
• The Diary Of A CEO - Steven Bartlett
• High Performance Podcast
• Boring2Brave - Mark Choueke

_________________

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

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:

• What is the Unified Commercial Engine?
• How the budgeting works
• The proof points of UCE
• The mistakes made in approaching UCE

Resources mentioned in this episode:

• Brené Brown
• Revenue Operations - Stephen Diorio & Chris K. Hummel
• Brent's Breakdown - Brent Adamson

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 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:

• Advice for those made redundant
• The importance of a positive mindset
• Why these redundancies are taking place

If you do find yourself struggling mentally with this topic, please don't hesitate to contact:

• Directory of International Mental Health Helplines
• Lifeline: 13 11 14
• Beyond Blue: 1300 224 636

_________________

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

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:

• How to implement DBM
• The importance of storytelling
• What ways DBM can go wrong
• How to personalise within DBM

Resources mentioned in this episode:

• A Practitioner's Guide to Account-Based Marketing

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

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:

• Thoughts on sales and engagement platforms
• How Mark approaches SDRs
• Examples of cadences
• The importance of quality over quantity

Resources mentioned in this episode:

• Phil M Jones
• 30 Minutes to President's Club

_________________

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

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:

• The actions to take as a first marketing hire
• The common mistakes
• Advice for those in a startup
• The importance of self-advocacy

Resources mentioned in this episode:

• Bob Hoffman
• Katie Martell

_________________

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

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:

• How to implement humanisation in campaigns
• How to build a relationship with sales
• What role attribution plays in relationship building
• Debra's "C words" to maintaining relationships

Resources mentioned in this episode:

• The WalkMe Challenge
• The Knowledge Project - Shane Parrish
• The Moth Podcast

_________________

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

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:

• Understanding organisation value
• The importance of having a core skill
• How to approach face-to-face interaction
• The importance of partnerships

Resources mentioned in this episode:

• Brené Brown

_________________

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

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:

• How to build the onboarding process
• Repurposing research-based content
• How to refine the onboarding process using customer feedback

Resources mentioned in this episode:

• Thinking, Fast and Slow - Daniel Kahneman
• How Brands Grow - Byron Sharp
• Revisionist History - Malcolm Gladwell

_________________

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

The episode covers:

• The challenges faced with international campaigns
• How to customise campaigns for the region
• How to approach the different markets within APAC
• The common mistakes regional marketers make when pursuing personalisation

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:

• The Happiness Lab - Dr. Laurie Santos

_________________

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

The episode covers:

• Having a legacy mindset
• Norm’s 3 pillars of sustainability
• How to approach staff retention

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:

• How to Win Friends and Influence People - Dale Carnegie
• The Infinite Game - Simon Sinek
• Scaling Up - Verne Harnish
• Atomic Habits - James Clear

_________________

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

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.  

_________________

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

The episode covers:

• How to start building a personal brand online
• The differences between TikTok and LinkedIn
• Advice for building a personal brand on social media

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:

• DailyVee - GaryVee

_________________

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

The episode covers:

• The PLG model
• The importance of company culture in regard to PLG
• The importance of all customers

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:

• Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets

_________________

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

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:

• How to start the one-to-many ABM process
• ​What KPIs you need to have in place
• How to plan your campaign objectives
• How to approach account selection
• How to approach budget allocation
• Scoring models for programmatic ABM
• The differences between APAC and other regions

​🎙Who are the speakers?

• Sumari Lottering - Senior Digital & Brand Marketing Manager at DocuSign APAC
• Shelby Crabtree - Senior Customer Success Manager, Strategic at RollWorks
• Shahin Hoda - Director at xGrowth
• Andrew Thompson (Moderator) - Managing Editor at Shift Research

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

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:

• Crossing the Chasm - Geoffrey Moore
• Inside the Tornado - Geoffrey Moore
• The Leaky Funnel - Hugh Macfarlane
• The New Normal - Peter Hinssen
• The Day After Tomorrow - Peter Hinssen
• The Science of Social - Michael Wu

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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

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:

• Good to Great - Jim Collins
• Building Resilience - ASG

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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

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

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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:

• Refine Labs - Chris Walker
• Sales Pipeline Radio - Matt Heinz

For the full transcript and show notes, you can find them here

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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

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:

• On Mental Toughness - Harvard Business Review
• SaaStr - Jason Lemkin
• Swipe Files - Corey Haines

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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

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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

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:

• All it Takes is 10 Mindful Minutes - Andy Puddicombe
• Mindfulness Meditation - Guided 10 Minutes

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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

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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

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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:

• Talking to Strangers by Malcolm Gladwell
• Obviously Awesome by April Dunford

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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

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

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

Get your copy here to find out how APAC's top B2B growth teams approach Account-Based Marketing.

You will learn:

• What are the top APAC countries ABM is being rolled out
• What are the top industries being targeted with ABM
• How is ABM being deployed in APAC and what is the most popular style
• What can APAC marketers learn from EMEA and North America

​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

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.

_________________

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

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.

_________________

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

Get your copy here to find out how APAC's top B2B growth teams approach Account-Based Marketing.

_________________

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

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

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

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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:

• 22 immutable laws of marketing by Al Ries & Jack Trout
• Truth, lies, and advertising: The art of account planning by Jon Steel

Midway through your career:

• Get an MBA at a good school (MBS or AGSM) - don’t let the finances scare you away

OR

• Mini MBA in Marketing with Mark Ritson
• Data Smart: Using Data Science to Transform Information into Insight by John W. Foreman

Later in your career:

• Network - the best resource you could have

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:

• Andy Raskin’s Strategic Narrative
• The Challenger Sale by Matthew Dixon & Brent Adamson

Some of Tim’s influencers in the marketing space include:

• Mark Ritson
• Les Binet & Peter Field
• Byron Sharp
• Elon Musk
• Johnny Harris
• Troy Muir
• Juan Mendoza

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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

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.

Join the Slack channel: https://growthcolony.org/slack

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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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.

Join the Slack channel: https://growthcolony.org/slack

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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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

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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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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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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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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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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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

Join the Slack channel: https://growthcolony.org/slack

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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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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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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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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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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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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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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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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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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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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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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