Growth Colony: Australia's B2B Growth Podcast: Recent Episodes

xGrowth

We chat with B2B founders, CMOs, marketing & sales leaders about their successes, failures, what is working for them today in the B2B marketing world and everything in between.

Each week we dive deep into B2B topics including account-based marketing (ABM), demand generation, lead nurturing, sales and marketing alignment, automation, content marketing, marketing leadership and much more!

Hosted by Shahin Hoda

Produced by Shahin Hoda & Alexander Hipwell from xGrowth

This episode is about AI in the B2B landscape and how it will evolve in this marketing and business space. Joined by Shahin in the conversation is Scott Albro, Co-Founder and CEO of Goldie.

The episode covers the following:

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

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

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Shahin chats with Georgia Watson, Sales Enablement Leader (ASEANSK region) at IBM, to discuss how you can leverage your sales enablement game in the market.

The episode covers the following:

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

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

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Shahin chats with Christian Weiss, Director of Account-Based Marketing for Autodesk, about how to measure the success of your ABM program.

The episode covers the following:

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

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Want to be a part of something great? Fill out the ABM in APAC survey for exclusive tools, insights and a chance at winning a free customised team consultation with xGrowth's experts to help with your ABM strategy.

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

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

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Shahin chats with Andrew Fitzgerald, Vice President of Account-Based Marketing at Kyndryl, about ABM strategies in SaaS compared to services.

The episode covers the following:

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

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Want to be a part of something great? Fill out the ABM in APAC survey for exclusive tools, insights and a chance at winning a free customised team consultation with xGrowth's experts to help with your ABM strategy.

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

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

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Want to be a part of something great? Fill out the ABM in APAC survey for exclusive tools, insights and a chance at winning a free customised team consultation with xGrowth's experts to help with your ABM strategy.

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

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Shahin chats with Craig Rosenberg, Chief Platform Officer at Scale Venture Partners, about the ins and outs of what's working in the enterprise space.

The episode covers the following:

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

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For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/

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

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

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Keen to be a part of something great? Fill out the ABM in APAC survey for exclusive tools, insights and a chance at winning a free customised team consultation with xGrowth's experts to help with your ABM strategy.

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

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Shahin chats with Richard Jacobson, Head of Account-Based Marketing and Strategy for IBM in Asia Pacific, about how to approach messaging for your ABM strategy.

The episode covers the following:

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

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For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/

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

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

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Keen to be a part of something great? Fill out the ABM in APAC survey for exclusive tools, insights and a chance at winning a free customised team consultation with xGrowth's experts to help with your ABM strategy.

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

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Shahin chats with Aurora Sassone, Head of Communications, ANZ at Oracle, about how to approach storytelling in the B2B space.

The episode covers the following:

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

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For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/

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

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

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Keen to be a part of something great? Fill out the ABM in APAC survey for exclusive tools, insights and a chance at winning a free customised team consultation with xGrowth's experts to help with your ABM strategy.

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

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Shahin chats with Robert Norum, ABM consultant & trainer, to chat about the challenges of running ABM pilots and gives suggestions for how B2B markets can get better results.

The episode covers the following:

Defining 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

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For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/

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

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

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Hey there! Did you miss out on our recent webinar on ABM & Customer Marketing?

Watch now: https://youtu.be/6714aqb8VZs

Listen now: https://bit.ly/3r2iWV6

Shahin chats with 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

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For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/

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

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

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Hey there! Did you miss out on our recent webinar on ABM & Customer Marketing? Watch now: https://youtu.be/6714aqb8VZs

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

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For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/

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

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

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Hey there! We've got our next webinar coming up on ABM & Customer Marketing! Register here: https://bit.ly/45rkiZa

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

The episode covers the following:

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

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For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/

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

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

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Hey there! We've got our next webinar coming up on ABM & Customer Marketing! Register here: https://bit.ly/45rkiZa

Shahin chats with Steve Watt, Director of Market Insights and Seismic Social Selling expert, about how to incorporate social selling into your ABM strategy.

The episode covers the following:

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

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For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/

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

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

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Shahin chats with Norm Jefferies, Managing Director at Truis about his approach to staff retention.

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

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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/

Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/

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

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

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Shahin Hoda talks with Theo Nasser, Chief Executive Officer at Right-Hand Cybersecurity about how Right-Hand built its customer acquisition channel and managed to land large enterprise customers as a new startup.

Theo is the CEO and Co-Founder of Right-Hand Cybersecurity. Right-Hand provides a modern and interactive security awareness platform to help organisations quantify and reduce their employee cyber risk, build cyber culture and meet compliance standards. Prior to founding Right-Hand, Theo was a Sales Leader at FireEye and SonicWall, helping them expand their businesses across Asia-Pacific into Singapore, Australia, and Japan.

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Download your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/

Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/

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

Hosted & Produced by Shahin Hoda, Allysa Maywald& Alexander Hipwellfrom xGrowth

We would love to get your questions, ideas and

feedback about Growth Colony, email podcast@xgrowth.com.au

Shahin chats with James Wrigley, Principal at First Financial about his experience growing an audience on both LinkedIn and TikTok.

The episode covers:

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

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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/

Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/

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

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

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Shahin chats with Hamish Grant, Vice President Marketing at SafetyCulture about product-led growth.

The episode covers:

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

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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/

Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/

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

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

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Programmatic Account-Based Marketing, or one-to-many, is one of three tiers of ABM, the other two being one to few and one-to-one. It is focused on a large number of accounts and tailoring campaigns at scale.

The key to this style of ABM is having the right balance between personalisation and scale.

Compared to the other tiers, this one-to-many approach is more reliant on technology. This is because a one-to-many campaign can require targeting and delivering a personalised message to a large number of accounts, sometimes in the thousands.

If you are targeting upper mid-market, enterprise companies and government entities this session is tailored for you.

🎓 What you will learn in this session:

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

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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/

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

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

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Shahin chats with Daniel McDermott, Senior Marketing Director, APAC at Mimecast about how the Mimecast ANZ team secured its own brand budget for the region from their HQ in the UK.

With his expert knowledge and insights from 20+ years of experience, Dan drives the highly regarded Get Cyber Resilient blog and podcast. Launched in 2019, he provides specialist advice, threat insights, practical applications and commentary on the brand risks that are associated with cyber-attacks to the local market. Dan is called on for comment on the reputational and financial fallout of such attacks and the preventative and response measures brands can take to protect themselves from and minimise such fallout.

A B2B marketing expert, who has twice been included in the prestigious CMO50, the strategies Dan leads are designed to position and grow brand value through effective segmentation and communication of integrated value propositions underpinned by the brand promise.

Dan firmly believes in applying foundational marketing principles while constantly looking at new and innovative ways to engage target markets and grow the business.

Resources mentioned in this episode:

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

Shahin chats with Davinia Simon, Head of Sales and Growth Markets at Stax, about the fundamentals of building go-to-market plans. In her role, she is focused on empowering partners and customers to innovate and expanding the Stax offering into new markets.

Davinia is passionate about the power of cloud technology, paving the way for accelerated innovation, helping businesses remain relevant and competitive by lowering costs, and providing the solutions to create and bring services to market quickly. Using research, creativity, and collaboration to reframe customer-focused problems, she loves seeing the impact that great experiences can have on individuals, businesses, and society.

Prior to joining Stax, Davinia held roles at Amazon Web Services (AWS), most recently as the Head of Channel and Alliances, and at Adobe.

Resources mentioned in this episode:

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

Shahin chats with Dean McGuinness, ABM Strategist at xGrowth, about where to start with ABM and the foundational elements to make sure your ABM is a success for your organisation.

Dean creates, manages and scales ABM programmes for fast-growing companies like Zoom, OutSystems and Commvault. He takes clients on a journey to discover ABM and apply it to their own businesses.

In addition to working on the principles of ABM with clients, Dean also has a strong background and knowledge in sales and marketing activation motions.

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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/

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

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

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Shahin chats with APJ Marketing Director, Stephanie Dechamps, from Dell Boomi about running programmatic (one:many) ABM programs in the APAC region.

From Journalism to AdTech to MarTech, Stephanie’s career took a new turn when she decided to explore how performance data can drive revenue.

Building and leading the APJ marketing team, she also covers all aspects of marketing (events, digital, integrated demand, partner, customer, brand, PR, operations, and product).

Stephanie believes in the power of a fully integrated and personalised customer journey. She counts on AI and ML to improve targeting and optimisation. “It has never been a better time to be a marketer.”

Resources mentioned in this episode:

Refine Labs - Chris Walker
Sales Pipeline Radio - Matt Heinz

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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/

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

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

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Shahin chats with Kylie Wing, CMO at ApprovalMax about how they have turned webinars into a primary source of pipeline creation.

Kylie is an inquisitive and strategic leader with 15 years of marketing insights. Her areas of expertise are encouraging marketing teams to become truly data-driven, understanding funnel metrics, optimising processes, and communicating how marketing is positively impacting business revenue.

She is passionate about creating tighter alignment between Marketing and Sales teams, and fine-tuning strategies and tactics to achieve marketing and business KPIs.

Resources mentioned in this episode:

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

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Shahin chats with David Schlosberg, Business Advisor at Ferguson Alliance about how to start building your sales team at your organisation

As a former sales executive for several large family agribusiness companies, he has substantial experience serving on leadership teams and leadership committees - developing the vision and strategic plans for business development and revenue growth.

Most of David’s career experience has been in sales and business development as well as product development and commercialisation.

He has worked directly with owners and investors who are taking the risk, their management teams, and the operations people at all levels within the organisation.

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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/

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

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

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Shahin chats with Scott Combes, Head of JAPAC Public Sector Marketing at Google Cloudabout how marketers should think about marketing to the public sector.

Being a Senior SaaS Marketing Leader who thrives on bringing Sales and Marketing organisations together to deliver results, Scott’s key focus is on using cutting-edge digital campaigns and marketing technology to drive real ROI.

He has extensive experience in B2B marketing throughout Australia and the Asia-Pacific region by leading marketing teams in Dell, Oracle and Temasek backed cybersecurity start up - SHIELD.

Resources mentioned in this episode:

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

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Shahin chats with Nick Flude, CMO at Sekuro about how to plan your career progression as a marketer.

As CMO, Nick has overall accountability for the company’s marketing strategy and execution; as well as leading and inspiring a talented and motivated marketing team. Prior to his role at Sekuro, Nick was CMO for Secure Code Warrior, a hyper-growth VC funded cyber security start-up, and has held a variety of Marketing roles at vendors, integrators, tech start-ups, and major Telcos in the UK and Australia.

Nick is known as having a ready grasp of new and emerging technologies, and rates highly on the unofficial ‘marketing nerd’ scale due to his passion for all things digital and tech related. He is proud to be an Advisory Board mentor to some of the next generation of CMOs around the world. An extremely rewarding role that teaches him a lot - as well as being able to share some of his insights and knowledge gained over the years.

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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/

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

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

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Shahin chats with Kelly Harvey, Head of Marketing at IntelliHR about how to leverage micro changes to completely transform marketing output and hit your KPIs one after another.

A natural-born storyteller, Kelly knows what it takes to build a B2B brand. Her career spans 15 years driving results across the full gamut of strategic marketing, public relations and communications. Having spent the last ten years working in SaaS she's a big believer in making data-driven marketing decisions and putting the customer at the forefront of everything she does. She is passionate about building high-performing teams that deliver tangible results.

Today, Kelly heads up the marketing team at IntelliHR, the people platform, which was born out of the market's need for technology that provides deep people insights and empowers HR leaders.

Resources mentioned in this episode:

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

Shahin chats with Karina Guerra, Global Group GM - Customer Intelligence & Marketing at Xref about how marketing leaders should set themselves up for success when dealing with the Chief Financial Officer of their company in regards to showing ROI, asking for budget, and more.

With over 20 years of experience across multiple industries, Karina has always adopted a hands-on approach to reaching audiences with meaningful messages. She has also developed great analytical skills that have become key to her data-driven decision-making. Prior to joining Xref, Karina spent almost four years with Cochlear APAC, where she led digital transformation marketing and analytics.

Karina holds an MBA with a major in Business IT (UTS), and most recently she completed a Business Analytics Diploma at The Wharton School.

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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/

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

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

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Shahin Hoda chats with Oren Cohen, COO at Voyantis, about how marketers in SaaS companies should calculate the lifetime value of their customers and what pitfalls they should avoid.

Using ML to activate zero- and first-party data, and target the right customers from the onset, Voyantis have shown some remarkable success with substantial players such as Miro and Notion, and as Oren attests, this is just the beginning.

Before joining Voyatis, Oren was the VP of Demand and Operation at Iron Source. He is an optimistic vegan, excited about solving growth challenges using AI.

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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/

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

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

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Join us at our second session further unpacking the State of Account-Based Marketing in APAC Report — the first in-depth study focusing on ABM in the APAC region.

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

You will learn:

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

Discover the State of Account-Based Marketing in APAC with xGrowth's State of ABM in APAC Report.

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

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Listen to unpack the State of Account-Based Marketing in APAC Report as we analyse the results from the first in-depth study focusing on ABM in the APAC region.

Our panel will discuss 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.

Joining us on the panel includes Ronan Bray from Draft, Jade Meara from F5, Shahin Hoda from xGrowth and Andrew Thompson from Shift Research.

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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/

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

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

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Discover the State of Account-Based Marketing in APAC with xGrowth's State of ABM in APAC Report.

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

_________________

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

Discover the State of Account-Based Marketing in APAC with xGrowth's State of ABM in APAC Report.

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

_________________

Shahin chats with Paul Gibson, Vice President Internationalat Demandbaseabout 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

Discover the State of Account-Based Marketing in APAC with xGrowth's State of ABM in APAC Report.

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

_________________

Shahin Hoda chats with Ronan Bray, Head of Marketing (APAC) at Drift about the role of conversational marketing and ABM.

With over 15 years of experience in B2B tech with a focus on growth, automation, digital and strategy, Ronan has founded three companies, two of which he sold, with the third still operating, where he delivers marketing strategy, websites, lead generation campaigns, and marketing automation solutions for start-ups and SMEs.

Ronan was awarded with a Smart 30 Under 30 award and has been featured in the Australian Financial Review, Sydney Morning Herald and SmartCompany.

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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/

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

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

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Shahin chats with Roey Balbus, Chief Operations Officer at TradeSquare, about everything marketing operations.

Known for his unrelenting passion for people, marketing and strategy, Roey connects industry professionals, specifically in retail and healthcare, with Australia’s biggest brands through learning, collaboration and strategic partnerships.

With years of experience in brand development, operations, strategy, partnerships, sales and people management, it has led Roey to do what he loves while growing his career.

_________________

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

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

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Shahin chats with Greg Nutter, Principal Consultant and Founder of Soloquent Inc., about Marketing in complex sales environments and what marketers should know from the sales side of the equation.

Greg helps business owners and senior sales and marketing executives solve revenue growth problems through direct, indirect, or multi-channel sales models. With over thirty-five years of experience, he has worked with a wide range of companies to develop strategies, programs, processes, and tools to grow revenues, enter new markets, increase sales consistency, and develop skilled sales, channel, and management personnel.

Resources mentioned in this episode:

Greg has read and was impacted by SPIN Selling by Neil Rackham.

His book P3 Selling focuses on the powerful and proven strategies for today's B2B seller.

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

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

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Shahin chats with Tim Beveridge, Founder and CEO of Modern Marketing Group and CMO of Versent about whether you should choose an agency role or work on the client side.

Tim is an innovative and commercially focused marketing consultant with 20+ years of experience helping deliver consumer centric and profitable growth. His experiences include leveraging his skills through digital experience agencies, creative advertising agencies, MarTech businesses, media agencies, and client-side roles across almost every category of B2B and B2C marketing.

Resources mentioned in this episode:

For starting out in your marketing career, Tim recommends:

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

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

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

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Shahin chats with Soumyajit Dey, Global Head, Digital Experience Optimisation at Thoughtworks, about how marketing leaders can eliminate regional silos.

With over 19 years of experience in marketing and communications, Soumyajit is passionate about digital marketing in the technology B2B space.

He's worked with leading global technology companies such as Google, Accenture, IBM and Amazon, and has been responsible for working on and spearheading various digital marketing projects, building teams, strategising and delivering end-to-end digital experience for users.

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

Shahin chats to Vincent Cotte, Senior Director Go-To-Market Marketing ANZ at Salesforce about how the team at Salesforce approaches designing go-to-market strategies and what other marketers can learn from the process.

Vincent is responsible for Salesforce’s sales, analytics and platform go-to-market across the Asia-Pacific. Working to ensure an open line of communication between customers and product management, as well as educating the market on the opportunities possible using Salesforce’s capabilities.

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

Host Shahin Hoda chats with Daniel Priestley, Co-Founder of Scoreapp, about how B2B marketers can create campaigns that will generate interest from their target audience, sustain that interest and then turn it into business metrics.

Starting with nothing, Daniel has built valuable and scalable businesses in Australia, the UK, the US, Canada and Singapore. Daniel’s Mission is to develop entrepreneurs who stand out, scale-up and make a positive impact in the world.

Daniel Priestley is the Founder of Dent Global and has just won Entrepreneur of The Year 2022, is a 4x best selling author, speaker and leading authority in scaling businesses.

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

In this episode, Shahin is in discussion with Eric Wittlake, Senior Analyst at TOPO about how marketing should go about selling account-based marketing to the sales team to get full buy-in from them.

Eric Wittlake leads TOPO’s account-based strategy research and works directly with revenue and marketing leaders to drive growth through repeatable best practices that increase customer value, improve customer acquisition, and drive expansion.

Read the show notes: https://xgrowth.com.au/blogs/sell-abm-sales/

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

In this episode, host Shahin Hoda chats with Malcolm Hamilton, Global Marketing Director at SAP, on why IT businesses worldwide are now taking marketing very seriously. Malcolm talks about the importance of having marketing at the leadership table, guiding decisions about what accounts and prospects to target.

He also highlights the importance of having a strong understanding of the overall buyer’s journey and encourages IT leaders to be patient while expecting ROI from marketing initiatives.

Read the show notes: https://xgrowth.com.au/blogs/it-business-marketing/

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

Shahin Hoda chats to Nick Morgan, Co-Founder & Joint CEO of Vudoo, which specialises in pioneering interactive video.

Shahin & Nick dive deep into the current state of video, and how the 2nd wave of digital video is emerging. They discuss how the fundamental ways organisations create video and how consumers interact with said video are changing.

Nick is an entrepreneur, an experienced strategist, and a product guy, Nick believes in the power of technology to elevate business success and enhance people’s lives. With an extensive track record delivering enterprise solutions across the public and private sectors, Nick has channelled this experience into developing market-first tools to transform digital engagement.

Read the show notes: https://xgrowth.com.au/blogs/online-video-marketing

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

Shahin Hoda chats with Alex Colvin, CEO at Pendula, about why marketers should stop looking at NPS as the holy grail of metrics when it comes to customer retention and what to do instead.

As Pendula’s CEO, Alex creates and manages both the vision and mission of the business. Never one to shy away from a challenge, he takes great pride in showcasing how the company can signal a gear change to new and prospective customers. Alex believes that Pendula is primed to be a benchmark platform, and the business focus on customer retention has been transformative for many of the company’s clients

Starting his entrepreneurial career early on, Alex founded the tutorial business Student Seek the year he graduated high school. Once he’d completed his University of Sydney degree in Commerce and Engineering he entered management consulting with Bearing Point, then Pactera which allowed him to split his time between Sydney, Australia and Silicon Valley in the US.

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

Shahin Hoda chats with Marcella Larsen, Senior Director, Retail Advisor at Salesforce, about what are some of the recent developments in the retail sector and what should you know if you're selling into this space.

Marcella is the Retail Industry Market Development Executive for Australia. Marcella is responsible for leading platform-agnostic cloud and mobile Focused Growth Strategies in the industries of Retail, Travel, Hospitality and Consumer Goods. Marcella brings almost 22 years of deep customer, vertical technology, sales and marketing experience to this role.

Shahin Hoda chats with Brett Chester, Senior Vice President of Marketing at Deputy, about how marketers can leverage the novel concept of customer-led growth to create powerful content pieces and drive better engagement.

Brett starts by defining this approach and talks extensively about why and how marketers should bring in customer success stories, customer quotes and testimonials in their go-to-market content pieces.

Brett also shares his views on humanising the sales cycle and emphasises the importance of having a solid product marketing function. Brett concludes the discussion by advising marketers to take inspiration from B2C marketing trends to innovate in the B2B space.

Read the show notes: https://xgrowth.com.au/blogs/customer-led-growth/

ABM in APAC survey: https://www.xgrowth.com.au/survey

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

Shahin Hoda chats with Nick Sheehan about how to prepare your organisation for a merger or acquisition.

Nick is the founder and CEO of EFEX, an Australian Business Technology Service provider, dedicated to making IT simple and accessible for SMEs and enterprise-sized companies.

Nick is responsible for overseeing the growth of the business through acquisition, expansion and diversification of new products and services as well as leading the team to success. In just eight short years, Nick has grown EFEX to a team of 300 staff operating in 20 towns and cities across NSW, QLD and VIC.

Prior to founding EFEX in 2013, Nick founded another technology business which was eventually acquired by Upstream/Fuji Xerox in 2010.

ABM in APAC survey: https://www.xgrowth.com.au/survey

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

Shahin chats with Joe Escobedo, CEO and Chief Editor at Esco Media, about how B2B marketers can leverage podcasts as part of their ABM efforts.

Joe is the author of “Asian Growth Stories“. He has advised and trained over 12,000 executives from around the world, from countless Fortune 1000 brands, on building brands and growing revenue through digital. He is a former LinkedIn content marketing consultant, advising the company’s top clients across the Asia Pacific.

ABM in APAC survey: https://www.xgrowth.com.au/survey

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

Host Shahin Hoda chats with Julia Merrick, Head of Brand and Content at Employment Hero, about how marketers, either in the startup world or the enterprise space, should change their approach to PR and also establish and communicate its ROI to the rest of the business.

Before Employment Hero, Julia worked in a number of different industries spanning technology, professional services and travel.

A graphic designer in a previous life, Julia consolidated these skills with her keen passion for strategy, brand storytelling and communication to become the creative marketer she is today.

Day-to-day, Julia oversees a team of exceptional people who help drive the creative beating heart of Employment Hero. When she’s not wearing her manager hat, Julia leads the global content and communications efforts of the company. She is also known internally as the webinar queen and is said to throw a great event, both online and offline.

ABM in APAC survey: https://www.xgrowth.com.au/survey

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

In this episode, host Shahin Hoda chats with Darrell Alfonso, Global Marketing Operations at Amazon Web Services, about how marketers should approach their martech strategy to drive revenue and higher ROI on their investments.

Darrell starts by advising marketers to begin with their objectives and work backwards to discover the martech they need to create a great customer experience. He also talks about why marketers should take the education provided by martech vendors with a pinch of salt and that listening to sales might not always be the right way to go.

During the conversation, Darrell drops many golden nuggets about customer experience, managing data and ways to prioritise marketing projects. He concludes by advising marketers to practice writing content as much as possible to achieve clarity of thought and vision.

Read the show notes: https://xgrowth.com.au/blogs/aws-martech/

ABM in APAC survey: https://www.xgrowth.com.au/survey

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

Start the survey: https://www.xgrowth.com.au/survey

We’ve commissioned a research piece with Shift Research to unpack the state of account-based marketing in APAC.

The finished report will give B2B marketers across APAC a better understanding of how top firms are leveraging ABM and the results they’re getting in the region. We have a short survey, which allows you to participate in this research.

As a thank you for participating, we’ll provide you with a pre-release copy and an exclusive invite to an expert Q&A webinar, giving you early insight into the outlook, trends and opportunities that lie ahead when it comes to ABM in the APAC region.

Your contribution is super important even if you’re not actively working on your ABM strategy right now.

https://www.xgrowth.com.au/survey

Shahin Hoda chats with Anthony Lieu, Head of Marketing & Partnerships at LegalVision, about generating high-quality content at scale. Anthony, began his career at LegalVision as a newly minted lawyer, before seizing on the more interesting challenge to turn legal marketing on its head.

Anthony leads a team that brings together lawyers, growth marketers, and developers. They are tasked with breaking down barriers to legal services by transforming the way businesses engage lawyers.

LegalVision’s marketing strategy has received national and international recognition for its innovative approach in combining content, data and marketing automation to deliver exceptional client experiences and promote access to legal services. LegalVision was recently named the fastest-growing law firm in the Asia-Pacific by the Financial Times as well as Law Firm of the Year.

State of ABM in APAC Survey: https://xgrowth.com.au/survey

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

Shahin Hoda chats with Matthew Hunt, Founder at Automation Wolf, about the importance of building communities. Most available advice is high level, ambiguous and lacks practicality. Matthew joins us to explain how to practically approach building B2B communities.

Matthew Hunt is a serial entrepreneur, B2B sales and marketing expert, and coach to company CEOs, marketing directors, and entrepreneurs. His extensive experience of over a decade of helping B2B companies succeed in sales and marketing has driven him to create several 7-figure businesses and he’s just getting started.

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

Shahin Hoda chats with Su-Ren Neo, Senior Director, Marketing for Asia-Pacific and Japan at Twilio, about how marketers can improve their approach to customer engagement.

Su-Ren starts with her definition of customer engagement. She talks about the fascinating nature of APAC from a marketing perspective and emphasises the role of data in creating a competitive advantage for any company in the region.

During the conversation, Su-Ren also discusses some industry examples of companies acing the customer engagement game! She then concludes by mentioning some mistakes that companies can avoid.

Read the show notes: https://xgrowth.com.au/blogs/customer-engagement/

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

In this episode, host Shahin Hoda chats with Neil Berry, Head of Global Account & Deal Based Marketing Centre of Excellence at Atos, about how and why marketers need to build a theme for their ABM campaigns.

During the conversation, Neil defines the purpose of a theme and what it is supposed to achieve.

He recommends starting with the priorities of the target accounts and building the campaign theme around them. He advises marketers to be thorough with their research, encourages them to take intelligent risks with messaging and go all out in getting buy-in from sales and the C-level executives before starting an ABM campaign.

Read the show notes: https://xgrowth.com.au/blogs/abm-campaign-theme/

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

Host Shahin Hoda talks with Lidia Lal, Head of Marketing (APAC) at Udemy, about how to build an APAC marketing team from scratch as a regional office.

Lidia Lal is currently the Head of Marketing for the Asia Pacific at Udemy. Prior to this, she has held senior marketing management roles with some of the world’s leading technology brands including Experian, Hewlett Packard Enterprise Services, Rightnow Technologies, SAS, Oracle and Westcon Group. She also ran her own marketing consultancy for over 10 years servicing small to medium businesses.

A senior marketing and communications leader with over 20 years of experience, Lidia’s broad expertise spans both B2B, B2C2B areas and has successfully led marketing teams across a diverse range of marketing disciplines.

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

In this episode, host Shahin Hoda chats with Boden Westover, CMO at Vivi, about how foreign companies can grow their presence in the United States of America.

With more than 10+ years of experience leading US expansion initiatives for organisations such as Vivi and Catapult, Boden shares a lot of valuable guidance. During the conversation, he talks about the increased need for clear positioning and the importance of managing potential cultural differences.

Boden also shares his input on GTM and hiring strategy. He recommends having segment-specific campaigns and onboarding as much local talent as possible.

He concludes by emphasising the critical role of a US-based senior leadership and strategic investment, in accelerating any company’s growth in the region.

Read the show notes: https://xgrowth.com.au/blogs/us-expansion/

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

Shahin Hoda chats with Jamie Cairns, Chief Strategy Officer at Fluent Commerce about how to set up a partner-led strategy for your organisation.

Jamie has spent the last 20+ years collaborating with partners to take new solutions into new markets, within start-up scale businesses like TimesTen and Arantech and global software organisations such as Tektronix and Oracle, where he was responsible for the Retail Solutions portfolio in APAC immediately prior to joining Fluent Commerce in 2015. In his current role at Fluent Commerce he is responsible for business and product strategy; having previously led both the Sales and Channel & Alliances business units.

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

Shahin chats with Robin Zhang, Head of Marketing at Thought Machine about how B2B marketers should approach career development and plan in 2022.

Robin joined Thought Machine with 18 years of experience in various global and regional marketing leadership roles at EY and Deloitte, covering a wide range of marketing disciplines from events, content marketing, account marketing, branding and communications, to operations.

Prior to the Big Four, Robin was the product marketing manager of Dun & Bradstreet’s e-commerce division, eccelerate.com, and led the go-to-market effort of its first digital solution.

Robin started her career as a software engineer. Her passion for technology and market strategy has led to her extensive experiences in helping businesses launch technology-centric products and services globally.

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

Shahin Hoda chats with Jill Berry, CEO & Co-Founder of Adatree about how organisations should approach and target the financial services space in Australia, what works, what doesn't work and how to ensure a successful sales and marketing approach to the sector

Adatree is an Australian financial technology company at the forefront of Open Banking, also known as the Consumer Data Right (CDR). As an Open Banking advocate passionate about solving big problems with high-impact solutions, Jill used her experience in building banks (AMP, Tyro Payments and Volt) and developing innovative financial products to co-found Adatree in 2019 alongside colleague Shane Doolan. She currently sits on The University of Sydney Business School Advisory Board.

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

Shahin Hoda chats with Joanne Schofield, Director of Marketing, ANZ at The Access Group, about how marketers can build a plan that generates a pipeline.

Joanne advises marketers to start with their organisation’s business objectives. She then recommends working backwards from the company-wide revenue growth projections to develop a realistic target and a plan for the marketing team.

During the conversation, Joanne also talks about important considerations while building an effective marketing plan such as the role of SDRs, product marketing, historical conversion rates and handling marketing sourced versus marketing influenced revenue.

Read the show notes: https://xgrowth.com.au/blogs/marketing-generates-pipeline/

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

Shahin Hoda chats with Christopher Willis, Chief Marketing Officer & Chief Pipeline Officer at Acrolinx, about how B2B marketers should think about pipeline acceleration and how they can execute it successfully.

During the conversation, Chris emphasises the importance of having consistent meetings with sales and revenue executives about their pipeline for future quarters. He also talks about the marketing team’s role in removing any risks concerning the deals in the sales pipeline. Chris advises marketers to centralise their reporting function and shares exciting stories from his more than 20 years of industry experience.

Read the show notes: https://xgrowth.com.au/blogs/rollout-pipeline-acceleration/

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

On today’s podcast, host Shahin Hoda talks with Nicki Shirley, Head of Marketing at Qruios about creating thought leadership that stands out and how she has done exactly that in her role at Qrious.

Nicki has over 20 years of experience implementing exceptional B2B tech marketing in New Zealand. She’s passionate about achieving business growth by combining the art and science of marketing. As well as embracing agile marketing practices and empowering marketing teams, Nicki is also a committee member and judge for the NZ Marketing Association and regularly speaks at marketing events.

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

In this episode, host Shahin Hoda chats with Leandro Perez, Vice President, Asia Pacific Marketing at Salesforce, about how he manages his team and executive stakeholders in the post-COVID world.

Leandro stresses the importance of empathising with employees’ situations while working on a project. He also shares his approach to boosting employee morale and ensuring proper upskilling of his team.

Furthermore, he talks about how he aligns his KPIs with that of the business when it comes to marketing and the internal communication structures that he has established for providing visibility on all marketing efforts to stakeholders outside of the marketing teams.

Leandro leads marketing across the Asia-Pacific region for Salesforce. Previously at Salesforce, he led the global corporate messaging team, responsible for crafting and disseminating the Salesforce corporate narrative to 50,000 employees and millions of customers globally each year.

Read the show notes: https://xgrowth.com.au/blogs/marketing-leadership-postcovid/

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

In this episode, host Shahin Hoda chats with Iris Luo, APAC Marketing Lead at Zoom, about the current state of virtual B2B events and what marketers can do to better leverage tools such as Zoom while taking their traditional physical events online.

Iris advises marketers to decide on the experience they want to create for their audience before going into the features of the solution being used for the delivery. She also talks about hybrid events and the need to bridge the online and onsite community gap from an experience standpoint.

Read the show notes: https://xgrowth.com.au/blogs/future-b2b-events/

Join the Growth Colony Slack Community: https://growthcolony.org/slack

In this episode, host Shahin Hoda chats with Ray Kloss, Director of Brand Marketing for APJC at Cisco, about how diversity within the region impacts marketing and what can marketers do to set themselves up for success.

During this interesting conversation, Ray talks about the importance of having an “insider” from every culture to help make better marketing and hiring decisions.

He also shares some valuable advice on mentoring, having a local network and managing the APAC region, specifically India and Japan, by citing stories from his personal experience.

Ray is a seasoned B2B marketer with over two decades of experience across all aspects of enterprise software and technology, including sales, marketing, ecosystems & channels, and delivery.

He has successfully led major projects across North America, Greater China, Southeast Asia, India, Japan, Australia and New Zealand.

Read the show notes: https://xgrowth.com.au/blogs/lead-apac-marketing/

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

In this episode, host Shahin Hoda and Andrea Dixon from DocuSign analyse how the COVID-19 pandemic has placed lead scoring under the spotlight.

Andrea goes through some examples of how her team has improved their own processes and about the new industries reaching out to DocuSign. Her unique perspective is a priceless insight to understanding the importance of lead scoring, today and in the future.

Read the show notes: https://xgrowth.com.au/blogs/lead-scoring-docusign/

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

Host Shahin Hoda chats with Michele Clarke, Head of APAC Marketing at Secure Code Warrior to tap into her wealth of knowledge on Account-Based Marketing.

Michele discusses how to run ABM pilot campaigns and her advice for other marketers thinking of embarking on an ABM journey.

Michele has over 15 years of experience in B2B demand generation within the IT & Cybersecurity sector across APAC. She is passionate about driving growth in organisations large and small.

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

Host Shahin Hoda chats with Ben Lipschitz, Managing Director at FoodByUs about how to sell and market technology products and solutions into industries that are considered traditional and have a low level of technology adoption.

Ben is co-founder and Managing Director of FoodByUs, an online marketplace that connects restaurants, cafes and caterers with hundreds of wholesale food suppliers. The overall business has increased 600% in annual revenue since 2019.

Ben’s expertise in the business focuses on sales and marketing and in the past twelve months, he has overseen the growth of the team by 50% and helped deliver an ongoing result of 30% MoM revenue growth. Alongside this, he has been instrumental in securing investment from global marketplace investors FJ Labs and Macquarie Capital, including an AU$10M Series A funding round in November 2021.

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

On today’s podcast, Host Shahin Hoda chats with Alex West, CEO at Swoop, about how B2B leaders can and should prepare their business for acquisition.

Alex is the CEO of Swoop, an ASX-listed Australian-founded fixed wireless infrastructure provider looking to shake up the telecommunications landscape. Alex has over 20 years of experience in the Telco sector and has held senior management roles at Superloop, Vocus Communications and PIPE Networks (now TPG).

In his previous role as Group COO at Superloop, Alex oversaw major fibre optic cabling projects domestically and overseas. At Vocus, Alex played an integral role in helping the business grow to be the second-largest fibre infrastructure provider in Australia, in which the business grew from twenty to 3,000 staff members in six short years.

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

Shahin chats with Cameron Buckley, Regional Director - APAC at Trustpilot, about the importance of review platforms, how they are helping B2B marketers build trust with their audiences and why there should be more attention from marketers in the region.

Cameron Buckley is the Regional Director - APAC for Trustpilot, a Danish-founded online consumer reviews platform. In his role, Cameron is responsible for scaling the business across the region. He has over 20 years of experience in marketing, sales and general management, working for technology companies across Australia, the UK and Asia.

Prior to Trustpilot, Cameron held a number of senior leadership roles working for local & global technology businesses such as Isentia, MessageMedia, Bugwolf and APositive to name a few.

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

Shahin chats with Rory Boyle, Managing Director at Hampers with Bite about how to measure and budget sales and marketing activity as a B2B founder.

Rory is the founder of Australian based B2B gifting company Hampers with Bite, which recently sold up to $28.3 million.

Rory is also the founder of another successfully branded merchandise company called Promotions Warehouse, which specialises in B2B promotional products.

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

Shahin chats with Carlota Feliu Argila, Global Marketing Leader - 3D Printing & Digital Manufacturing at HP about how B2B marketers should approach marketing in Japan and Korea.

Carlota is a B2B marketer based in Barcelona with experience in tech and innovation companies, from start-ups to large corporations. Carlota is now leading the Global Markets team at HP 3D printing, and overseeing the demand generation and ABM efforts in AMS, EMEA and APJ.

Carlota considers herself a fair and inclusive leader, acknowledging the responsibility of the impact that she knows, as a leader, she can have on her people and team and always trying to help her mentees be the best version of themselves.

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

Shahin Hoda chats with David Fisher, a Sales Hall of Fame Inductee, Speaker, Author and Coach. They discuss how marketers should collaborate with the sales team to turn them into brand advocates for the business on LinkedIn.

David J.P. Fisher (also known as D. Fish) is a speaker, coach, and author of 9 books, including the best-selling Hyper-Connected Sellingand Networking in the 21st Century: Why Your Network Sucks and What to Do About It.

David helps salespeople, business owners, and entrepreneurs understand the Sales Sherpa™ Path, where social media, networking, and traditional sales skills are the key to providing value and staying relevant.

Check out David’s books: https://davidjpfisher.com/bookstore/

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

In this episode, host Shahin Hoda chats with Jim Lenskold, President of Lenskold Group, about how marketers can calculate the ROI in their initiatives.

Jim shares some of the common mistakes that marketers make while determining ROI and advises to start at the bottom of the funnel before moving upwards.

During the conversation, he also talks about brand measurement, his ROI scenario planning framework, and four different areas of marketing ROI measurement. Jim concludes the discussion by advising marketers to collaborate with sales rather than competing with them.

Read the show notes: https://xgrowth.com.au/blogs/measuring-marketing-roi/

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

In this episode, host Shahin Hoda chats with Jade Meara, Head of Marketing at F5 Networks about what B2B marketers can expect while working at a startup versus an enterprise-level company.

Citing examples from her experience in both settings, Jade provides an insight into how marketers can ride the growth wave offered by a startup but, in return, have to deal with a lot of ambiguity from a brand awareness and martech standpoint.

On the enterprise side, she mentions that even though the systems are more mature, the challenge of dealing with a large set of complex data can be daunting.

Throughout the conversation, Jade emphasises the pros and cons of both worlds and offers some golden advice to young marketers for navigating them.

Read the show notes: https://xgrowth.com.au/blogs/startup-enterprise-need-to-know/

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

In this episode, host Shahin Hoda chats to Cath Brands, CMO at Flintfox about crafting exciting and fun B2B stories.

Cath has extensive experience in both B2B and B2C, working with 8 fortune 500 companies, running campaigns that have broken Guinness world records, has worked with some of the giants of our world such as Amazon and Microsoft -- and has been able to translate the excitement of liquor and Coca-Cola storytelling to the Amazon and Microsoft world.

A New Zealand native, Cath Brands has spent the last 18 years as a marketer working around the globe for some world’s largest companies including Lion Nathan, Pepsi, Westfield and Coca-Cola. Cath pivoted to the tech industry in 2013 and joined Amazon where she spent 5 years working across a number of groundbreaking consumer tech innovation projects, including being one of the founding team members of Amazon Go, taking the store from concept to launch.

Cath is now the CMO for the fast-growing tech company Flintfox International. Cath's marketing passion is people, and how putting the customer at the heart of any business strategy is the key to success.

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

In this episode, host Shahin Hoda chats with Micah Gabriels, CEO at Mooven, a company building software solutions for traffic management to reduce the impact of construction and roading projects.

They discuss how Mooven has transitioned from a word-of-mouth approach to a marketing-led growth plan, the challenges they've had along the way, how they've addressed them and what's next.

Micah is an environmental economist by training who spent the latter part of his career creating customer-centric products.

He is passionate about bringing these experiences together to drive transformative outcomes for society by enabling us to transition to the cities of the future more quickly — while also enjoying the journey.

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

In this episode, host Shahin Hoda chats with Jon Miller, CMO of Demandbase, about the current state of account-based marketing and why organisations should consider moving to its more grown-up sibling.

Based on his years of experience founding and managing global companies such as Marketo and Engagio, Jon highlights the mistakes marketers make while executing their ABM strategy and why Account-Based Experience (ABX) is the next frontier.

Jon discusses how ABX uses the tools provided by ABM hand-in-hand with the customer experience focus of demand generation.

Jon concludes the discussion by sharing his take on the future of Account-Based Experience (ABX) and how it will evolve in the next three years.

Ready the show notes: https://xgrowth.com.au/blogs/move-from-abm/

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

In this episode, host Shahin Hoda chats with Lubaina Rangwala, Global Account-Based Marketing Lead at Thoughtworks, about how organisations can successfully run account-based marketing in the APAC region.

During the conversation, Lubaina mentions the factors that govern the kind of ABM strategy to use per country. She emphasises the importance of thought leadership and partnering-for-content as a key strategy to engage with top-of-the-funnel accounts.

She concludes the discussion by sharing some learnings from her past ABM campaigns at Thoughtworks and future initiatives in the pipeline.

Read the show notes: https://xgrowth.com.au/blogs/run-abm-apac/

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

In this session, we discuss how to run a successful Account-Based Marketing pilot campaign.

We'll be covering:

How to select your accounts
How to engage with sales
How to approach orchestration and tactics
What to report on

ABM Talks are open AMA style sessions for ABM experts, practitioners and the curious to discuss the world of Account-Based Marketing & ABX.

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

In this episode, host Shahin Hoda chats with Hugh Macfarlane, Founder and CEO at align.me about how marketers should go about communicating their brief and requirements when working with agencies, freelancers and even internally.

Hugh has proven his belief in a buyer-centric approach by successfully leading hundreds of marketing growth projects and training thousands of B2B marketers across the globe.

As an expert on all matters “funnel”, Hugh has cemented himself as a thought leader in his field through the publication of his novel The Leaky Funnel and his concept of the ‘buyer’s journey’— a phrase that Hugh coined and is now widely used in the world of B2B marketing.

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

In this episode, host Shahin Hoda chats with Stephanie McCredie, Senior Marketing Director at Salesforce, about her journey with account-based marketing.

Stephanie talks about ABM at Salesforce and the criteria she uses to determine the tiers of ABM an account should fall in.

She also advises marketers to think big, start small and move fast when executing their ABM strategy and shares some practical tactics to engage with the sales team to ensure success.

Read the show notes: https://xgrowth.com.au/blogs/salesforce-abm-campaigns/

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

In this episode, host Shahin Hoda chats with Michael Levine, Head of Enterprise Sales for LinkedIn’s marketing solutions, about the five key trends shaping B2B marketing in Australia.

During the conversation, Michael shares some interesting insights and statistics on how the composition of the buying committee has evolved, pointing out that almost 70% of all purchase decisions are influenced by non-IT stakeholders. He shares similar information on other trends such as the importance of brand during the customer’s buying journey, buyer motivations and primary sources that companies use to research a technology vendor or product.

Read the show notes: https://xgrowth.com.au/blogs/covid-b2b-trends/

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

Host Shahin Hoda chats with Benny Ausmus, Founder at Big Change about how marketing leaders can get inspiration from their internal culture and project that into their marketing strategy to present a more genuine and authentic corporate image.

Benny is the author of The Transformational Leadership Compass: A Dynamic Coaching System for Creating Big Change (TLC for short). Through simple, jargon-free language, it has succeeded at IT consultancies, yogurt factories, flying trapeze schools, telecommunication providers, and more. The TLC system helps teams bring people’s heads and hearts together on the journey towards a new and better normal.

Benny’s coaching experience across IT, Tech, renewable energy, recruitment, management, consulting, manufacturing, professional services, retail, hospitality, finance and education affords him the broad background to design and deliver solutions for leadership development organizational design, team building, workforce planning, learning and development, selection, performance management, and transformational change. Benny has the scale of knowledge and experience that shines in his consultations, workshops, and coaching sessions.

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

In this episode, host Shahin Hoda chats with Roshantha Pillay, Citrix Marketing Lead at Dicker Data, about Dicker Data's ABM initiatives and the kind of ROI she has seen from them.

During the conversation, Rosh talks passionately about mindfulness and shares why it became the theme of Dicker Data’s next cyber-security ABM campaign.

Roshantha then concludes the discussion by advising marketers to listen to themselves while making decisions and emphasises the importance of culture within an organisation.

Read the show notes: https://xgrowth.com.au/blogs/executing-abm-campaigns/

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

In this episode, host Shahin Hoda chats with Darren Reid, Director of Marketing and Alliances at Interactive, about how organisations should manage the SDR role and when it should fall under the marketing team.

Darren also talks about how and why Interactive has MDRs (Marketing development representatives) and not SDRs during the conversation. He shares the origination of the MDR role at Interactive and how MDRs are groomed for their expected results.

Darren concludes by sharing some of the mistakes organisations make while setting up an outbound-inbound MDR/SDR team and advises B2B marketers to go with their gut to test new ideas quickly.

Read the show notes: https://xgrowth.com.au/blogs/sdr-team-marketing

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

In this episode, host Shahin Hoda chats with Taryn Williams, founder and CEO of WINK Models and theright.fit, about the development of influencer marketing in the B2B space.

As the founder of two multi-million dollar businesses, Taryn is a passionate and visionary leader, utilising technology to drive greater connectivity and fair outcomes for models and influencers across the media, marketing and advertising industries.

In 2007, at age 21 and with $30,000 in savings, Taryn launched WINK Models, her response to inefficiencies in working conditions for models plus a lack of flexibility and quality service offered to clients. Over a decade later, the agency continues to be one of Australia and Asia Pacific’s most recognised, with more than 650 models on its books and turnover in the millions.

With a focus on helping talent to gain more control over job selection and being fairly paid, theright.fit, is a marketplace connecting brands to creative talent and influencers.

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

In this episode, host Shahin Hoda chats with Nicholas Kontopoulos, APAC Regional Head of Growth Marketing at Adobe about how marketers can step into sales teams’ shoes and work towards achieving alignment with them.

As the Asia Pacific Regional Head of Marketing, Adobe DX Commercial, Nicholas harnesses over 25 years of professional experience, built across multiple industries and geographies.

Nicholas advises marketers to be a part of the sales process by joining discovery calls and listening to the conversations SDRs have with prospects. He also emphasises the importance of seeking sales input while creating content and shares some interesting details about Adobe’s brand to revenue framework.

Read the show notes: https://xgrowth.com.au/blogs/develop-sales-mindset/

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

In this episode, host Shahin Hoda chats with Hayley Hopwood, head of growth at Stripe, ANZ, about how organisations can build a solid and effective outbound sales team.

During the conversation, Hayley defines the responsibilities of an outbound associate role unique to Stripe. She also talks about hiring best practices, the challenges she faced while building a sales team in Australia, the OBA career path and how they need to be given targets to drive maximum productivity.

Prior to joining Stripe in 2019, she held positions at Travelex, Western Union, PayPal and Australia Post. Hayley is passionate about embracing new technology and navigating teams through the ever-changing landscape.

Read the show notes: https://xgrowth.com.au/blogs/outbound-sales-team/

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

In this episode, Shahin chats with Andrei Zinkevich, Co-founder of Fullfunnel.io about how he approaches ABM initiatives and how, in some cases, he and his team are able to execute some of these campaigns with really tight budgets.

Andrei lives and breathes B2B marketing since 2007. He is the founder of Fullfunnel.io (full-funnel account-based marketing operations for B2B tech companies) and ROIplan (marketing planning platform).

In 2019, Andrei published "LinkedIn Content Marketing: How to generate high-quality B2B leads on LinkedIn without cold messaging and ads", which was awarded the best B2B marketing e-book and was included in the “100 Best B2B Marketing Books of All Time” by Bookauthority.

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

In this episode, host Shahin Hoda chats with Andy Crestodina, Co-Founder and Chief Marketing Officer at Orbit Media, about the approach marketers can take to create compelling research-based content.

Andy Crestodina is the co-founder and Chief Marketing Officer of Orbit Media, an award-winning 40-person digital agency in Chicago. Over the past 20 years, he has provided digital marketing advice to 1000+ businesses.

Read the show notes: https://xgrowth.com.au/blogs/research-based-content/

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

In this episode, host Shahin Hoda chats with Bev Burgess, Senior Advisor at ITSMA, about key trends in the account-based marketing domain and its changes in the last four years.

During this conversation, Bev shares valuable insights on the differences between account management and executive management. She also talks about how marketing to accounts is not the same as ABM.

The discussion concludes with Bev sharing her predictions for ABM beyond 2021.

Bev Burgess is an industry expert in marketing technology services and literally wrote the book on it (Marketing Technology as a Service, Wiley 2010). She is best known as an authority on Account-Based Marketing (ABM), being the first to classify it when developing the approach jointly with several clients. S

he is co-author with Dave Munn of the book, A Practitioner’s Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts (Kogan Page, 2017 and 2021), and author of Executive Engagement Strategies: How to Have Conversations and Develop Relationships That Build B2B Business (Kogan Page, 2020).

Read the show notes: https://xgrowth.com.au/blogs/account-based-strategy-postcovid/

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

ABM Talks are open AMA style sessions for ABM experts, practitioners and the curious to discuss the world of Account-Based Marketing & ABX.

In this session, we’ll be discussing what you’ll need to prepare before running your first ABM campaign.

We'll be covering:

Who you’ll need on board from the company
Finding your sales partner
Clearly outlining your ICP & the accounts your targeting
Defining your success metrics
What essential tools you’ll need

If you want to participate in one of these sessions make sure to join the community slack channel at https://growthcolony.org/slack

In this episode, host Shahin Hoda chats to Nick Sheehan, Founder & CEO at EFEX.

EFEX, an Australian Business Technology Service provider, dedicated to ‘making IT simple and accessible for SME’s and enterprise-sized companies.

Nick shares his experience in entrepreneurship and discusses why he believes you shouldn't have a plan B as well as the importance of staying true to your values throughout the entire journey.

A combination of Nick’s strong work ethic, problem-solving skills and his passion for helping others is part of the reason EFEX came to fruition. Nick noticed that notionally, newer technology was out of reach for many Australian business owners and C-level executives which was primarily due to the large upfront capital outlay and complexity overload. As a result, he created a customer service-led business to provide a range of technologies through a single provider and subscription, or AaS (As-a-Service), consumption model.

EFEX has won several awards over the years for its commitment to the Australian technology and SMB industry. It has been named on The AFRs BRWs Fast Starter list twice and placed as runner up in the CRN Fast50 Awards in both 2015 and 2016.

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

In this episode, host Shahin Hoda chats with Leandro Perez, Vice President, Asia Pacific Marketing at Salesforce, about how he manages his team and executive stakeholders in the post-COVID world.

Leandro stresses the importance of empathising with employees’ situations while working on a project. He also shares his approach to boosting employee morale and ensuring proper upskilling of his team.

Furthermore, he talks about how he aligns his KPIs with that of the business when it comes to marketing and the internal communication structures that he has established for providing visibility on all marketing efforts to stakeholders outside of the marketing teams.

Leandro leads marketing across the Asia-Pacific region for Salesforce. Previously at Salesforce, he led the global corporate messaging team, responsible for crafting and disseminating the Salesforce corporate narrative to 50,000 employees and millions of customers globally each year.

Read the show notes: https://xgrowth.com.au/blogs/marketing-leadership-postcovid/

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

Shahin chats with Brandon Redlinger, Senior Director, Product Marketing at ringDNA, about how marketers can create content that actually adds value to readers.

Brandon shares practical ways to look for interesting topics to write about and sheds light on a team structure that works best when creating large pieces of content such as ebooks.

During the conversation, he also stresses the importance of having long-term relationships with industry influencers and advises marketers to be strategic about the whole process.

Brandon Redlinger is the Senior Director of Product Marketing at ringDNA. He has an extensive background in helping organizations create GTM strategies and orchestrate demand gen programs to power sales execution.

He’s passionate about the intersection between technology and psychology, especially as it applies to growing businesses. In his spare time, you'll often time him reading, playing hockey or spending time with his family.

Read the show notes: https://xgrowth.com.au/blogs/content-marketing-strategy

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

In this episode, host Shahin Hoda chats with Ray Kloss, Director of Brand Marketing for APJC at Cisco, about how diversity within the region impacts marketing and what can marketers do to set themselves up for success.

During this interesting conversation, Ray talks about the importance of having an “insider” from every culture to help make better marketing and hiring decisions.

He also shares some valuable advice on mentoring, having a local network and managing the APAC region, specifically India and Japan, by citing stories from his personal experience.

Ray is a seasoned B2B marketer with over two decades of experience across all aspects of enterprise software and technology, including sales, marketing, ecosystems & channels, and delivery.

He has successfully led major projects across North America, Greater China, Southeast Asia, India, Japan, Australia and New Zealand.

Read the show notes: https://xgrowth.com.au/blogs/lead-apac-marketing/

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

In this episode, we discuss how to transition from DemandGen to an Account-Based strategy.

We discuss:

How your marketing tactics are going to differ for successful account-based engagement
How you’ll need to change your KPIs and metrics to measure success
How your relationship and interactions with sales are going to change
How should you change your approach to account and vertical research
What tools you will need

ABM Talks are open AMA style session for ABM experts and the curious to discuss what’s happening in the world of Account-based marketing and ABX.

If you want to participate in one of these sessions make sure to join the community slack channel at https://growthcolony.org/slack

In this episode, we're discussing tiering, the ABM pyramid and how to select the right kind of ABM per account.

We dive into the three different types of ABM: strategic, scale and programmatic. We chat about the differences and when is the right time to use each method (or even a blend of methods).

Tiering and selecting the right kind of ABM is key to a successful ABM campaign. In an ideal world, you would have a very personalised and customised approach for all your target accounts. However, in the real world, we just don’t have the resources for that.

Tiering allows us to give the right amount of attention to the right accounts and helps when working with limited resources. Especially when you’re just starting.

ABM Talks are open AMA style session for ABM experts and the curious to discuss what’s happening in the world of Account-based marketing and ABX.

If you want to participate in one of these sessions make sure to join the community slack channel at https://growthcolony.org/slack

Shahin chats to Yaagneshwaran Ganesh, Director of Marketing at Avoma about why you should reconsider planning your content based on a funnel and what are the alternatives.

Yaag has 13 years of marketing experience, and he actively helps early-stage martech startups with their content, more specifically in building their narrative and category.

He is among the top 100 global martech influencers and is recognised as one of the marketing mavericks by the World Marketing Congress.

He is a TEDx speaker and has authored 7 books. He is also the host of The ABM Conversations Podcast - which is among the top 1% B2B marketing podcasts featuring some of the best marketers such as Seth Godin, Guy Kawasaki, Rand Fishkin, Jon Miller, to name a few.

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

In this episode, Shahin chats with Andrew Storrier, Global Content Strategy and Operations Manager at Hexagon about how to approach content creation for your account-based strategy and engagement.

Andrew is a 10-year veteran of content strategy, marketing, and production. Right now, he's obsessed with Analyst Relations and Sales Enablement as he and his colleagues transform Hexagon PPM into a world-class marketing function. He probably needs to get better at managing his personal life due to the aforementioned obsession.

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

In this episode, host Shahin Hoda chats with Nick Bell, founder of 12 digital marketing agencies and co-founder at Lisnic.com, about the mistakes B2B founders need to avoid.

Nick starts by sharing his thought process for buying into a business and advises prospective founders to solve a problem by creating convenience. He also talks about the importance of having a solid marketing strategy and having the right people to run a company successfully. Nick closes the discussion by emphasising how having mentors can increase the growth rate - both personal and professional of any B2B founder.

Nick Bell is a five-time AFR Young Rich Lister, startup investor and owner of 12 global digital agencies, including Lisnic.com, First Page Digital and Removify.

Read the show notes: https://xgrowth.com.au/blogs/b2b-founder-mistakes/

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

Share of Search (SOS) is the most hyped marketing buzzword phrase of the past six months. Its advocates see it as marketing’s most important metric, a more relevant and practical assessment tool today than the traditional KPIs Share of Voice (SOV) and Share of Market (SOM).

Holistic Analytics founder Tasman Murray agrees. Tasman describes SOS as a light-touch, high impact market share predictor. However, Forethought Executive Chairman Ken Roberts cautions that the act of searching is not causal and that SOS should not replace sound survey-based brand measurement.

Listen for a fascinating Growth Colony debate between Ken and Tasman, facilitated by Mitchell Mackey, Fauto Group’s Marketing General Manager.

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

In this episode host, Shahin talks to Vanvisa Brown, Head of Demand Gen at DiviPay about Van's experience moving from a large organisation into a fast-growing, nimble startup. This is a question on the minds of a lot of marketers as COVID has accelerated the growth of many startups specifically in the SaaS space. But moving from a secure large organisation to a startup can be a daunting move for many. Van gives us insights to understand why she made the jump and if you are thinking about a similar move, how should you go about making that decision.

Vanvisa is a seasoned B2B marketing and ABM leader who recently left SafetyCulture to join a fintech startup, DiviPay. During her time at SafetyCulture, she spearheaded an ABM program across 3 regions: North America, EMEA and APAC. She also led a marketing team in the early days at Employment Hero. As the first marketing hire for DiviPay, her role is to build the demand generation and growth marketing function from the ground up.

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In this episode, host Shahin Hoda chats with Lisa Leight, VP of Marketing at Convoso, about how newly appointed marketing executives can build a new team from scratch and better leverage the existing resources at their organisations.

Apart from sharing experience at Convoso, Lisa talks about the importance of staying close to the customer, aligning with sales, setting up scalable processes and leveraging data efficiently. She also advises new marketing executives to have the right people at the right places to drive results.

Lisa is the VP of Marketing for Convoso, the leading innovator of call centre software for sales and lead generation teams. After many years, Lisa joined the Convoso team, successfully spearheading its marketing efforts in the software, aerospace, and technology industries.

Read the show notes: https://xgrowth.com.au/blogs/advice-vp-marketing/

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In this episode, host Shahin Hoda chats with Michael Doherty, Head of Business Development at Smarter City Solutions about how to sell and market to government organisations.

Michael talks about how selling to the government is different from selling to private players. He also mentions that having patience and belief in one’s product is the key to success in the B2G market.

Michael Doherty has been at the forefront of parking technology for close to a decade, having worked with many of the businesses behind Australia’s leading parking and payment apps and cloud-based permit and compliance technologies. As Head of Business Development for Smarter City Solutions, he oversees the sales and marketing of unique integrated parking solutions for local councils, universities and corporate clients all over Australia and beyond.

Read the show notes: https://xgrowth.com.au/blogs/market-sell-government/

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ABM Talks are open AMA style session for ABM experts and the curious to discuss what’s happening in the world of Account-based marketing and ABX.

Today we’re tackling the topic of how to sell account-based marketing to the sales team.

According to a LinkedIn survey 56% of B2B brands now leverage ABM, a TOPO report also points out 80% of marketing teams worldwide have confirmed a higher return on investment from ABM initiatives.

But for ABM to have any chance of success, the sales and marketing teams need to be aligned. Forester reports that having an active collaboration between the teams to craft and execute ABM plans have a much higher chance of exceeding their targets.

For the first half of this session, Shahin tackles the topic, then in the second half, we answer submitted community questions around ABM.

If you enjoy the episode please consider giving us a 5-star rating in Apple Podcasts and share the pod with a friend you think could get value for it.

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Shahin chats with Nina Christian about how businesses need to change their approach to content creation post-COVID and where should they focus their attention in order to provide more human experiences for their customers.

Nina Christian is a Marketing & Brand Strategist who helps businesses use thought leadership content to build their authority and widen their impact.

She is the Director of marketing agency Braveda, established in 2000, which focuses on helping brands produce high-calibre content and get it in front of the people they most want to do business with, and was named "Best Marketing Agency" at the Australian Marketing Excellence Awards.

As a marketing educator Nina also teaches people and brands to create their own thought leadership content in a more effective and human way, and is the creator of the Thought Leadership Content System™.

She has a knack for simplifying the complex which comes from being a hands-on mum to five young children, and uses this to turn time-sucking activities into easy to follow systems and processes that get outcomes fast.

She is a Certified Practicing Marketer (CPM), a Fellow of the Australian Marketing Institute & AMI State Chair (Vic), and mentor to countless young marketers and entrepreneurs around the world through her programs and social impact initiatives.

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In this episode, host Shahin Hoda chats with Malcolm Hamilton, Global Marketing Director at SAP, on why IT businesses worldwide are now taking marketing very seriously. Malcolm talks about the importance of having marketing at the leadership table, guiding decisions about what accounts and prospects to target.

He also highlights the importance of having a strong understanding of the overall buyer’s journey and encourages IT leaders to be patient while expecting ROI from marketing initiatives.

Read the show notes: https://xgrowth.com.au/blogs/it-business-marketing/

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

In this episode, Shahin Hoda chats with Bron Gondwana, Chief Executive Officer at Fastmail about data privacy and the fast-moving, rapidly changing landscape that it's operating in.

Fastmail is a flourishing SaaS business providing privacy-focused email.

With over 20 years of experience working with email, Bron still hacks on the Cyrus IMAP mail server. At the IETF standards organisation, he chairs 3 working groups about email and calendaring, where he drove the introduction of JMAP.

You can find Bron on Twitter as @BronGondwana or on the world’s biggest social network at brong@fastmailteam.com.

Join the Growth Colony Slack channel: www.growthcolony.org/slack

In this episode Shahin chats with Kade Greenland, Senior Customer Strategy & Innovation Consultant at EY about strategic paralysis when it comes to marketing strategy, strategising and how to get out of the paralysis loop.

Kade is a senior customer strategy and innovation consultant at EY. He is also the founder of Melbourne production and digital content agency, Khorus. With a background as an actor and filmmaker, he uses story to fuse connections between people, their organisations and the impact they are trying to make. He has worked with a range of clients from departments of the Australian Federal and Victorian State Government, major health insurers to local Melbourne startups and arts institutions.

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In this episode, host Shahin Hoda chats with Iris Luo, APAC Marketing Lead at Zoom, about the current state of virtual B2B events and what marketers can do to better leverage tools such as Zoom while taking their traditional physical events online.

Iris advises marketers to decide on the experience they want to create for their audience before going into the features of the solution being used for the delivery. She also talks about hybrid events and the need to bridge the online and onsite community gap from an experience standpoint.

Read the show notes: https://xgrowth.com.au/blogs/future-b2b-events/

Join the Growth Colony Slack Community: https://growthcolony.org/slack

In this episode, host Shahin Hoda chats with Peep Laja, CEO of Wynter and CXL about how B2B Marketers can revamp their messaging to compete in today's highly competitive environment where "everyone" is selling "everything."

Peep highlights the differences between differentiation and distinctiveness. He advises B2B marketers to focus on their brands rather than product features or services. Peep also talks about positioning and why awareness can be more important than differentiation.

Read the show notes: www.xgrowth.com.au/blogs/revamp-b2b-messaging/

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In this episode, host Shahin Hoda chats with Steve Gershik, Advisory Board Member of Sales Lead Management Association (SLMA), about customer marketing and why B2B marketers need to double down on it.

During the conversation, Steve discusses the increasing need to drive loyalty and how customer marketing can play a significant role to achieve it.

Read the show notes: https://xgrowth.com.au/blogs/customer-marketing/

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Shahin talks to Ruth P. Stevens, B2B Marketing consultant, author and educator about everything marketing and data and why data is becoming more and more important in B2B.

Ruth consults on customer acquisition and retention, specialising in B2B markets. She advises companies on go-to-market strategy, sales lead generation, customer and prospect data, content marketing and ABM.

Crain’s BtoB magazine named Ruth one of the 100 Most Influential People in Business Marketing.

Read the show notes: https://xgrowth.com.au/blogs/organise-b2b-data/

Continue the conversation on Slack: www.growthcolony.org/slack

In this episode, Shahin Hoda chats with John Steinert of TechTarget about what B2B leaders should look for when evaluating intent data providers.

John unpacks the four categories of intent data providers in the market along with their pros and cons. He also discusses multiple factors such as sales teams' behaviour and the long-term strategic impact that marketers need to be mindful of during this evaluation process.

View the show notes here: https://xgrowth.com.au/blogs/navigate-intent-data/

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Shahin chats with Nick Flude, Chief Marketing Officer at Secure Code Warrior about how B2B marketers should communicate with their sales team to get better alignment.

We've all heard that it's extremely critical in the B2B space for sales and marketing to work together hand in hand, but in many cases, marketing and sales speak different languages in terms of KPIs and success metrics. In this episode, we discuss how marketers should approach this.

Read the show notes: https://xgrowth.com.au/blogs/questions-marketing-sales/

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Today Shahin speaks with Jon Panker, Managing Director for Japan & Asia Pacific at TechTarget & Gregory Wood, Head of Marketing Science, Technology, Data & Analytics for APAC at SAS

They talk about how and why marketers should aim to reach the entire buying committee at their target accounts – and why just aiming to get the attention of the C-level isn't enough anymore.

Read the show notes: https://xgrowth.com.au/blogs/reach-buying-committee/

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In this episode, Shahin is in discussion with Eric Wittlake, Senior Analyst at TOPO about how marketing should go about selling account-based marketing to the sales team to get full buy-in from them.

Eric Wittlake leads TOPO’s account-based strategy research and works directly with revenue and marketing leaders to drive growth through repeatable best practices that increase customer value, improve customer acquisition, and drive expansion.

Read the shoe notes: https://xgrowth.com.au/blogs/sell-abm-sales/

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In this episode, we're joined by Greg Anderson, VP of Sales at TechTarget, Ljubica Radoicic, Marketing Director at Hexagon and Omer Molad, CEO of Vervoe.

We're discussing how as a startup, mid-market player or a large multinational, you can land larger organisations with larger budgets as customers.

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Shahin chats with Samantha Stone, Founder & CMO at Marketing Advisory Network about how to measure ABM campaigns, activities and what are some of the usual marketing metrics that markers should stay away from when executing on ABM.

Samantha is the author of the popular book Unleash Possible: A Marketing Playbook that Drives Sales, she also eats B2B complex sale high-ticket item marketing strategy for breakfast and has worked with companies like SAP, Ascential Software and Powersoft.

Read the show notes: https://xgrowth.com.au/blogs/measure-abm-success/

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Shahin chats with Daniel Davis, Community Leader & APAC Founder of EOS Worldwide about how B2B companies can prepare themselves for an uncertain year ahead.

Many believe that we still haven't experienced the harsh reality of COVID, its impacts on the economy and businesses out there, listen to learn how you can prepare for an uncertain business environment.

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Shahin Hoda from xGrowth chats to Liam Smee, Global Head of Demand Gen and Tom Russell, Head of Recruitment at Deputy.

They discuss the skills, capabilities and mentality B2B marketers need to land a dream job in this COVID-induced market.

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

In this episode, host Shahin Hoda welcomes Craig Rosenberg, Co-Founder of TOPO for a candid chat about the early days and how the team built the organisation from the ground up.

Join them for a discussion about starting a B2B business, how they broke through and became a dominant player in B2B. Craig also unveils the secret sauce that made his company what it is today while providing a masterclass on personal branding.

Read the show notes: https://xgrowth.com.au/blogs/dominant-b2b-player/

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In this episode, host Shahin Hoda chats with Dale Beaumont, Founder & CEO of Business Blueprint to discuss where companies should start building their tech stack.

From CRMs to video editing software, Dale talks us through how to identify the right tools to achieve success. He discusses his experience in helping other entrepreneurs grow and his passion for technology provides a unique clarity among an endless offer of tools.

Read the show notes: https://xgrowth.com.au/blogs/marketing-tech-stack/

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In this episode, host Shahin Hoda chats with David Gottlieb from Microsoft Advertising about how COVID-19 has changed user behaviour in search engines.

David analyses trends that have emerged during 2020 in Australia and the world. David explains how Microsoft’s initiatives can help marketers get better insights and what’s going on with digital advertising and voice search.

In this episode, host Shahin Hoda speaks with Ansanada’s Global Chief Marketing & Chief Creative Officer, Justin Smith to go deep into how B2B organisations can create a brand personality.

Shahin and Justin go through the origins of Ansanada and provide great insights on why brands should focus on distinction, instead of differentiation. This episode is a unique opportunity to get inspiration from real actions taken by a B2B Fintech company.

Read the show notes: https://xgrowth.com.au/blogs/create-b2b-personality/

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In this episode, host Shahin Hoda welcomes Eric Vardon, CEO and Co-Founder at Morpio.ai and Co-Founder of Arcane.

As he talks about his experience and shares what he has learnt as co-founder of Morphio and Arcane, Eric will guide us into the wonderful world of Artificial Intelligence (AI) and how businesses can use it to solve specific challenges.

Read the show notes: https://xgrowth.com.au/blogs/businesses-leveraging-ai/

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In this episode, host Shahin Hoda welcomes Mark McInnes, sales trainer, coach and author of Tactical Pipeline Growth.

Together, they talk about how to build a sales cadence that adjusts to the particularities of the Australian market. Mark explains the process and provides examples of specific actions to achieve success while engaging in ethical conversations.

Read the show notes: https://xgrowth.com.au/blogs/australian-sales-cadence/

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In this episode, host Shahin Hoda welcomes Brandon Redlinger from DemandBase, one of the main players in the ABM space.

Together, they identify the scenarios where marketers think they are doing Account-Based Marketing but, unfortunately, they are not. Tune in to learn the classic mistakes to avoid and how to identify when you are missing the mark with ABM.

Read the show notes: https://xgrowth.com.au/blogs/get-abm-wrong/

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Is Public Relations something you’ve dabbled in before but haven’t had a chance to give it the attention it needs?

Host Shahin Hoda is joined by Boden Westover, VP of Brand and Communications at Catapult, Samantha Dybac, Founder and Managing Director of the PR Hub and Kate Toon, Founder of the Kate Toon Group of Companies.

The dive deep into the topic of PR, what it’s really about and how to use it to grow your business and build trust.

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In this episode, host Shahin Hoda welcomes Justin Keller, Vice President of Marketing at Terminus, one of the big players in ABM technology.

Justin clarifies some common misconceptions about Account-Based Marketing and dives deep into what MarTech in ABM is really about. Join Justin and Shahin to learn why you should focus on creating experiences and building relationships when implementing Account-Based Marketing.

Read the show notes: https://xgrowth.com.au/blogs/technology-abm-woes/

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In this episode, host Shahin Hoda and Andrea Dixon from DocuSign analyse how the COVID-19 pandemic has placed lead scoring under the spotlight.

Andrea goes through some examples of how her team has improved their own processes and about the new industries reaching out to DocuSign. Her unique perspective is a priceless insight to understanding the importance of lead scoring, today and in the future.

Read the show notes: https://xgrowth.com.au/blogs/lead-scoring-docusign/

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In this episode, host Shahin Hoda speaks with Kate Toon, an expert on SEO and digital marketing, to unveil how the future will look like for B2B marketers.

Kate shares her valuable insight into some of SEO and marketing’s hottest topics. Join Shahin and Kate to discuss the importance of building a personal brand and nurturing relationships as key elements in marketing.

Read the show notes: https://xgrowth.com.au/blogs/future-b2b-seo/

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

In this episode, Shahin talks with Danny Beck, Head of Marketing at Citrix, Rita Arrigo, Industry Digital Strategist at Microsoft and Dan Peters, Chief Revenue Officer at Limepay.

The panel discusses the current challenges B2B sales and marketing teams are facing in Australia, and how we can re-group and reset for the remainder of 2020 and the future.

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In this episode, Shahin chats with Mitchell Mackey, the Marketing Director at Ansell Healthcare about marketing representation at the board level.

They go deep into why it’s important to have marketing represented in the board room, and how can marketing get there in the first place.

We’ll learn how marketing can interact with the C & B level people, and how marketers can learn to speak their language?

Now, more than ever, as we reset for the post-pandemic ‘new normal’ organisations must recalibrate to enable superior degrees of customer accessibility, responsiveness, transparency and personalisation.

The key? Marketing having representation at these levels.

Read the show notes: https://xgrowth.com.au/blogs/marketing-present-board-level/

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In this episode Shahin chats to David Mason, Director of Marketing Services at Experian about why you shouldn't try to sell everyone and how it can be counter-productive for your organisation and team.

They go deep into why it's unwise to try to sell to everyone, how to find your prospects problems to qualify them, when to let go of a deal, how to use the 'strong man' qualification method and more.

Read the show notes: https://xgrowth.com.au/blogs/stop-trying-sell-everyone/

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

In this episode, Shahin speaks with David Nicholls, the Commercial Director from PPG Industries.

They discuss how B2B companies perceive brand and why B2B organisations need to focus more on their brand particularly during the COVID-19 pandemic.

Read the show notes: https://xgrowth.com.au/blogs/b2b-pay-attention-brand/

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Shahin is joined by Natalie Mendes, Head of Account-Based Marketing at SAS.

They discuss how Natalie and the SAS team's account-based marketing strategy has changed and transformed due to the COVID-19 pandemic over the past few months.

With a background as a data science consultant (read her blogs), Natalie has been working in a sales and marketing pursuit role advising large strategic accounts for over 20 years.

Progressing her journey as a Product Marketer and developing her career in Marketing, she was tasked with a new initiative to set up the APAC Account-Based Marketing framework – so she jumped at the idea as she loves fresh challenges.

Read the show notes: https://xgrowth.com.au/blogs/abm-before-after-covid/

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

Pauline Grech, Head of Digital Strategy from Intermedia Group joins host Shahin Hoda to talk about how COVID-19 has impacted B2B advertising.

They review the wins and misses of the industries that have been deeply affected, and how the lessons learned under a pandemic scenario can help reinvent the digital marketing strategies in B2B moving forward.

Read the show notes: https://xgrowth.com.au/blogs/industries-pivioting-survive-covid/

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Shahin chats to Steve Watt the VP of Marketing at Grapevine6 about Account-Based Marketing and about how to go about planning your first campaign.

Steve Watt is VP Marketing at Grapevine6, the enterprise social engagement platform trusted by many of North America’s largest banks, wealth management firms, insurance companies, and technology providers.

Steve believes that many sales and marketing mindsets, strategies, metrics and tactics are beyond their “best before date”, and that B2B leaders need to reject many of the approaches that have gone unquestioned for too long.

Read the show notes: https://xgrowth.com.au/blogs/account-based-marketing-campaigns/

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

Shahin chats with Danny Beck, Head of Marketing ANZ at Citrix.

Messaging is always a challenging marketing topic, especially in the B2B technology world

Sometimes, even while looking at the website of a company, the general consumer can't figure out what the company does.

Sure, we might say that they are not the intended target market and persona. But more and more, technology companies and technology service providers are finding themselves selling to non-technical roles (think marketing, HR and finance).

And because of that, they can't use the same messaging they relied on when selling to the head of IT for example.

And that's exactly what we will discuss in this episode with Danny Beck, Head of Marketing ANZ at Citrix. We talk about why B2B brands should work harder on simplifying their message to their customers. And if they're planning to do that, how should they approach it.

Read the show notes: https://xgrowth.com.au/blogs/simplify-b2b-messaging/

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Shahin speaks with Ljubica Radoicic the Marketing Director (APAC) from Hexagon PPM.

They go in-depth on how to build a sales development team and the role of Sales Development Representatives (SDR).

They discuss what sales development is, why B2B organisations need it and how to go about setting up the process.

Read the show notes: https://xgrowth.com.au/blogs/sales-development-team/

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

Shahin sits down with Mark Tanner, the Co-Founder of Qwlir, a document design and automation tool for sales teams, to better understand how can sales teams better design and present their proposals.

We're all looking at ways that we can improve sales and sales processes.

We try a little hack here, a bit of tweaking there, but one of the areas that can still be quite obsolete in businesses is the proposal.

Shahin & Mark discuss proposal analytics, use of video, consistency in presentation and much more.

If you're trying to take your sales process to the next level, you don't want to miss this episode.

Read the show notes: https://xgrowth.com.au/blogs/b2b-sales-proposals/

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

In this episode, we sit down with Lemma Khalek, Head of Sales and Marketing at Uptick, to discuss how she leveraged LinkedIn to grow Uptick's inbound monthly leads.

LinkedIn has become a game-changer when it comes to B2B marketing.

You'll hear about the mistakes and successes, where you should start with LinkedIn Ads and how to optimise your campaigns over time.

Lemma Khalek is B2B marketer helping startups grow and scale their sales and marketing efforts. Coincidentally Lemma spent the first few years in employment branding and marketing at Telstra, driving Linkedin adoption amongst recruiters It was an emerging channel at the time, fast forward ten years she’s talking to Growth Colony about Linkedin as a primary growth channel.

If you want to reach out to Lemma for more questions, you can reach her at lemma.khalek@uptickhq.com

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

Understanding that your marketing should focus both on building a brand and driving sales through performance marketing is crucial.

In this episode, we sit down with Boden Westover, Vice President of Brand and Communication at Catapult, to discuss why you should focus on both brand and performance marketing, how they do it at Catapult, and how should you measure the two.

A lot of businesses are focused on bringing sales through the door as fast as possible, but Boden talks about why in the long run that could be a problem and how you can address the issue.

In case you want to connect with Boden, here's the best place to find him: https://www.linkedin.com/in/bodenwestover/

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

Shahin Hoda chats to Nick Morgan, Co-Founder & Joint CEO of Vudoo, which specialises in pioneering interactive video.

Shahin & Nick dive deep into the current state of video, and how the 2nd wave of digital video is emerging. They discuss how the fundamental ways organisations create video and how consumers interact with said video are changing.

Nick is an entrepreneur, an experienced strategist, and a product guy, Nick believes in the power of technology to elevate business success and enhance people’s lives. With an extensive track record delivering enterprise solutions across the public and private sectors, Nick has channelled this experience into developing market-first tools to transform digital engagement.

Read the show notes: https://xgrowth.com.au/blogs/online-video-marketing

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

Customer Experience (CX) is impacting all aspects of business, marketing is no exception.

Shahin Hoda, Founder of xGrowth is joined by Mark Cameron, CEO of W3.Digital, Lisa D'Amico, Founder of Differentiate & Lisa Stark, Director of Prophecy Marketing.

They discuss how CX is impacting the marketing industry and what you should be doing to further align yourself with your customers.

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

Have you heard people talking about Account-Based Marketing (ABM) by the water-cooler? Maybe you read about it on a blog, or even heard about it on a podcast?

You might know Account-Based Marketing is around but has anyone been able to give you a succinct definition of what it is, and more importantly, can it help me?

In this episode the Australian Marketing Institute's Victorian State Chair, Nina Christian sits down with xGrowth Founder, Shahin Hoda, DocuSign's Marketing Director (APAC), Andrea Dixon & SAS' Head of Account-Based Marketing, Natalie Mendes to dive deep into ABM and decode what it means for B2B marketers.

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

Shahin Hoda talks to Catapult's Marketing Director Boden Westover, Pointer Remote Roles Founder Jo Palmer and Who Gives A Crap's Growth Manager Tim Baxter about managing remote teams and promoting remote work culture.

We’re all working remotely now, and it made us wonder -- Is this going to be the new norm? Well, maybe not in all industries, but we’re seeing more and more companies taking the idea of working from home and remote work very seriously.

Love it or hate it, it looks like a sizeable part of the global population will be working from home for at least the rest of the year and beyond.

We’ve always loved working remotely at Growth Colony, and we’ve put together this panel of remote work leaders to discuss how we can create and manage super-efficient remote teams.

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

In this episode, Shahin and Alex go through some of the Growth Colony community's questions regarding B2B.

We tackle when revenue marketing clashes with sales, does every marketing dollar need to be tied to ROI and how to plan a B2B strategy during COVID-19.

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

Shahin Hoda talks with the CEO and Founder of Avaana, Rohan Pardasani, about how Avaana has managed to pivot from their core services because of coronavirus and develop new offerings for their customer base.

Avaana helps everyday Aussies book health and well-being services with ease, but when COVID-19 hit (and customers stopped booking allied health services) they realised they needed to test something new. They were able to swiftly test new messaging and offer new services to allied health practitioners which Rohan has called a perfect storm for their growth.

In this episode, we'll explore how Rohan and his team went about developing their new services and what is his advice for anyone else looking to do the same.

For anyone who's interested in reaching out to Rohan, you can find him on LinkedIn: https://www.linkedin.com/in/rohan-pardasani-a094a239/

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At the start, the concept of going niche and servicing a smaller number of companies sound counterintuitive. The first thing that comes to a founder’s mind is “but we will be missing out on a lot of opportunities”.

That was a challenge our guest for this episode overcame many years ago and the results have been amazing. In this episode, Steve Psaradellis, Founder and CEO of Teba, talks about how niching down their service offering allowed Teba to grow faster with stronger profit margins.

Niching down can impact all angles of your business. Listen to Steve explain how he did it, what was the impact, and what is his advice to other founders who want to do the same.

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Toilet paper has become one of the hottest topics of the year!

So we decided it was about time to chat about toilet paper and what is happening in the health & hygiene space.

Tim Baxter, Senior Growth Marketing Manager joins us for a fireside online chat about everyone’s favourite topic of the moment… Toilet paper.

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What is the best way to set up and leverage your analytics for your SaaS business? And how do you even start to track these points of data?

There are so many reasons why an effective analytics structure is essential for a SaaS business. It will help you refine your user activation, where the worst churn may be hiding, help segment your customers, highlight the most profitable ones and so much more.

In this episode, xGrowth Founder, Shahin Hoda sits down with Drawboard’s Head of Marketing, Nathan Field to discuss how to start tracking your SaaS analytics and Drawboard’s journey to date.

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

By now you've heard it over and over again, we're in strange and uncertain times.

That's why we decided to sit down and speak to Martin Cooperwaite, Co-founder and Director of Kiandra, a software powerhouse in Melbourne, Australia.

Martin's been running Kiandra since 1995 and has gone through two other downturns all while growing the company to almost 100 people strong.

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

In this episode we're going to talk about his experience running Kiandra in past downturns and how those learning are impacting his and his team's decisions in today's volatile environment.

Are partnerships part of your growth engine? Shaun Sumaru, Founder & CEO of CarDeals2Me thinks they have to be!

He has leveraged partnerships to grow from a small team in Melbourne with an MVP to a product that spans Australia, New Zealand and Canada with an international team.

He's ready to share with Growth Colony community how he leverages partners to unlock exponential growth. Plus how he learnt and leverages marketing channels as a non-technical founder and how he's scaling his remote team across 5+ time zones.

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

In this episode Growth Colony host, Shahin Hoda speakers with three founders on their biggest mistakes growing and scaling their businesses. He sits down with Aaron Smith, Founder of KX Pilates, Fiona Boyd, Co-Founder & CEO OF EdSmart and Omer Molad, Co-Founder & CEO of Vervoe.

They chat about their journeys and the multiple mistakes that have made while establishing successful international franchises, raising millions of dollars and creating multiple successful startups. In this episode they share all those learnings, listen up to make sure you don't make the same mistakes.

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When you're trying to put your B2B marketing budget together, some investments are very obvious.

You can easily calculate how much you're going to spend on online ads, how much printing a banner is going to cost, or what will be the fees of an agency you've decided to work with.

But there are a few other costs that are a bit harder to identify early on and could creep up on you in the middle of running a campaign.

In this episode, we are going to sit down with Luke Marshall and point out what are some of these hidden costs that are not as obvious at the start and how can you plan to take them into consideration early on.

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