Growth Colony: Australia's B2B Growth Podcast
xGrowth
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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
Available episodes
Newest first
Oldest first
2 days ago
Tim Beveridge: How to Choose Between an Agency or Client-Side Role
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
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Jun 22, 2022
Soumyajit Dey from Thoughtworks: How to Phase Out Regional Silos
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
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Jun 15, 2022
Vincent Cotte: How to Plan Your GTM Strategy the Salesforce Way
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
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Jun 8, 2022
Daniel Priestley: How to Get Oversubscribed for Your Next Campaign
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
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Jun 1, 2022
Rebroadcast | EP#41 Eric Wittlake: How to Sell Account-Based Marketing to the Sales Team
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
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May 25, 2022
Rebroadcast | EP# 51 Malcolm Hamilton: Why IT Businesses Are Getting Serious About Marketing
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
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May 18, 2022
Rebroadcast | EP# 13 Nick Morgan: The Future of Video Marketing
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
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May 11, 2022
Alex Colvin: How to Stop Relying on NPS
Shahin Hoda chats with Alex Colvin, CEO at Pendula, about why marketers should stop looking at NPS as the holy grail of metrics when it comes to customer retention and what to do instead.
As Pendula’s CEO, Alex creates and manages both the vision and mission of the business. Never one to shy away from a challenge, he takes great pride in showcasing how the company can signal a gear change to new and prospective customers. Alex believes that Pendula is primed to be a benchmark platform, and the business focus on customer retention has been transformative for many of the company’s clients
Starting his entrepreneurial career early on, Alex founded the tutorial business Student Seek the year he graduated high school. Once he’d completed his University of Sydney degree in Commerce and Engineering he entered management consulting with Bearing Point, then Pactera which allowed him to split his time between Sydney, Australia and Silicon Valley in the US.
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May 4, 2022
Marcella Larsen from Salesforce: What's in Store for Retail?
Shahin Hoda chats with Marcella Larsen, Senior Director, Retail Advisor at Salesforce about some of the recent developments in the retail sector and what you should know if you're selling into this space.
Marcella is the Retail Industry Market Development Executive for Australia. Marcella is responsible for leading platform-agnostic cloud and mobile Focused Growth Strategies in the industries of Retail, Travel, Hospitality and Consumer Goods. Marcella brings almost 22 years of deep customer, vertical technology, sales and marketing experience to this role.
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Apr 27, 2022
Brett Chester from Deputy: How to Approach Customer-Led Growth
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
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Apr 19, 2022
Founder Story | Nick Sheehan: How to Prepare for a Merger or Acquisition
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
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Apr 13, 2022
Joe Escobedo: How to Incorporate Podcasts in Your ABM Strategy
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
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Apr 6, 2022
Julia Merrick: How to Measure Your PR ROI
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…
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Mar 30, 2022
Darrell Alfonso from AWS: How to Enhance Customer Experience with Martech
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.…
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Mar 28, 2022
Introducing: The State of Account-Based Marketing in APAC
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
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Mar 23, 2022
Anthony Lieu from LegalVision: How to Generate Quality Content at Scale
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
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Mar 15, 2022
Matthew Hunt: How to Grow Your First B2B Community
Shahin Hoda chats with Matthew Hunt, Founder at Automation Wolf, about the importance of building communities. Most available advice is high level, ambiguous and lacks practicality. Matthew joins us to explain how to practically approach building B2B communities.
Matthew Hunt is a serial entrepreneur, B2B sales and marketing expert, and coach to company CEOs, marketing directors, and entrepreneurs. His extensive experience of over a decade of helping B2B companies succeed in sales and marketing has driven him to create several 7-figure businesses and he’s just getting started.
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Mar 9, 2022
Su-Ren Neo from Twilio: How to Improve Your Customer Engagement
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
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Mar 2, 2022
Neil Berry: Craft a Stunning ABM Campaign Theme
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
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Feb 23, 2022
Lidia Lal from Udemy: How to Get Your APAC Marketing Team off the Ground
Host Shahin Hoda talks with Lidia Lal, Head of Marketing (APAC) at Udemy, about how to build an APAC marketing team from scratch as a regional office.
Lidia Lal is currently the Head of Marketing for the Asia Pacific at Udemy. Prior to this, she has held senior marketing management roles with some of the world’s leading technology brands including Experian, Hewlett Packard Enterprise Services, Rightnow Technologies, SAS, Oracle and Westcon Group. She also ran her own marketing consultancy for over 10 years servicing small to medium businesses.
A senior marketing and communications leader with over 20 years of experience, Lidia’s broad expertise spans both B2B, B2C2B areas and has successfully led marketing teams across a diverse range of marketing disciplines.
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Feb 16, 2022
Boden Westover: How to Approach a US Expansion
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
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Feb 9, 2022
Jamie Cairns: How to Set Up a Partner-Led Strategy
Shahin Hoda chats with Jamie Cairns, Chief Strategy Officer at Fluent Commerce about how to set up a partner-led strategy for your organisation.
Jamie has spent the last 20+ years collaborating with partners to take new solutions into new markets, within start-up scale businesses like TimesTen and Arantech and global software organisations such as Tektronix and Oracle, where he was responsible for the Retail Solutions portfolio in APAC immediately prior to joining Fluent Commerce in 2015. In his current role at Fluent Commerce he is responsible for business and product strategy; having previously led both the Sales and Channel & Alliances business units.
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Feb 2, 2022
Robin Zhang: Career Advice for B2B Marketing Leaders
Shahin chats with Robin Zhang, Head of Marketing at Thought Machine about how B2B marketers should approach career development and plan in 2022.
Robin joined Thought Machine with 18 years of experience in various global and regional marketing leadership roles at EY and Deloitte, covering a wide range of marketing disciplines from events, content marketing, account marketing, branding and communications, to operations.
Prior to the Big Four, Robin was the product marketing manager of Dun & Bradstreet’s e-commerce division, eccelerate.com, and led the go-to-market effort of its first digital solution.
Robin started her career as a software engineer. Her passion for technology and market strategy has led to her extensive experiences in helping businesses launch technology-centric products and services globally.
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Jan 26, 2022
Founder Story | Jill Berry: How to Penetrate the Enterprise Financial Sector
Shahin Hoda chats with Jill Berry, CEO & Co-Founder of Adatree about how organisations should approach and target the financial services space in Australia, what works, what doesn't work and how to ensure a successful sales and marketing approach to the sector
Adatree is an Australian financial technology company at the forefront of Open Banking, also known as the Consumer Data Right (CDR). As an Open Banking advocate passionate about solving big problems with high-impact solutions, Jill used her experience in building banks (AMP, Tyro Payments and Volt) and developing innovative financial products to co-found Adatree in 2019 alongside colleague Shane Doolan. She currently sits on The University of Sydney Business School Advisory Board.
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Jan 19, 2022
Joanne Schofield: Build a Marketing Plan That Generates Pipeline
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
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Jan 12, 2022
Christopher Willis: How to Roll Out Pipeline Acceleration
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
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Jan 5, 2022
Nicki Shirley: How to Successfully Execute Thought Leadership Content
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
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Dec 29, 2021
Rebroadcast | EP#65 Leandro Perez from Salesforce: Leandro Perez from Salesforce: Marketing Leadership Post-COVID
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…
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Dec 27, 2021
Rebroadcast | EP#48 Iris Lou from Zoom: What's the Future of B2B Events
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
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Dec 22, 2021
Rebroadcast | EP#63 Ray Kloss from Cisco: How to Lead a Successful APAC Marketing Team
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://…
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Dec 20, 2021
Rebroadcast | EP#27 Andrea Dixon from DocuSign: How COVID-19 Changed Lead Scoring
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
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Dec 14, 2021
Michele Clarke: How to Run a Compelling ABM Campaign
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
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Dec 8, 2021
Ben Lipschitz: Selling Technology to Old School Industries
Host Shahin Hoda chats with Ben Lipschitz, Managing Director at FoodByUs about how to sell and market technology products and solutions into industries that are considered traditional and have a low level of technology adoption.
Ben is co-founder and Managing Director of FoodByUs, an online marketplace that connects restaurants, cafes and caterers with hundreds of wholesale food suppliers. The overall business has increased 600% in annual revenue since 2019.
Ben’s expertise in the business focuses on sales and marketing and in the past twelve months, he has overseen the growth of the team by 50% and helped deliver an ongoing result of 30% MoM revenue growth. Alongside this, he has been instrumental in securing investment from global marketplace investors FJ Labs and Macquarie Capital, including an AU$10M Series A funding round in November 2021.
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Dec 1, 2021
Alex West from Swoop: How B2B Leaders Can Prepare for Acquisition
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
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Nov 24, 2021
Cameron Buckley from Trustpilot: How Reviews Can Help B2B Build Trust
Shahin chats with Cameron Buckley, Regional Director - APAC at Trustpilot, about the importance of review platforms, how they are helping B2B marketers build trust with their audiences and why there should be more attention from marketers in the region.
Cameron Buckley is the Regional Director - APAC for Trustpilot, a Danish-founded online consumer reviews platform. In his role, Cameron is responsible for scaling the business across the region. He has over 20 years of experience in marketing, sales and general management, working for technology companies across Australia, the UK and Asia.
Prior to Trustpilot, Cameron held a number of senior leadership roles working for local & global technology businesses such as Isentia, MessageMedia, Bugwolf and APositive to name a few.
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Nov 10, 2021
Rory Boyle: Sales and Marketing Metrics for B2B Founders
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
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Nov 3, 2021
Carlota Feliu Argila from HP: How Should B2B Marketers Approach Japan & Korea
Shahin chats with Carlota Feliu Argila, Global Marketing Leader - 3D Printing & Digital Manufacturing at HP about how B2B marketers should approach marketing in Japan and Korea.
Carlota is a B2B marketer based in Barcelona with experience in tech and innovation companies, from start-ups to large corporations. Carlota is now leading the Global Markets team at HP 3D printing, and overseeing the demand generation and ABM efforts in AMS, EMEA and APJ.
Carlota considers herself a fair and inclusive leader, acknowledging the responsibility of the impact that she knows, as a leader, she can have on her people and team and always trying to help her mentees be the best version of themselves.
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Oct 27, 2021
David Fisher: How to Turn Your Sales Team Into Brand Advocates on LinkedIn
Shahin Hoda chats with David Fisher, a Sales Hall of Fame Inductee, Speaker, Author and Coach. They discuss how marketers should collaborate with the sales team to turn them into brand advocates for the business on LinkedIn.
David J.P. Fisher (also known as D. Fish) is a speaker, coach, and author of 9 books, including the best-selling _Hyper-Connected Selling _and _Networking in the 21st Century: Why Your Network Sucks and What to Do About It_.
David helps salespeople, business owners, and entrepreneurs understand the Sales Sherpa™ Path, where social media, networking, and traditional sales skills are the key to providing value and staying relevant.
Check out David’s books: https://davidjpfisher.com/bookstore/
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Oct 20, 2021
Jim Lenskold: How to Start Measuring Your Marketing ROI
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
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Oct 13, 2021
Jade Meara from F5: Working at a B2B Startup vs an Established Enterprise
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
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Oct 6, 2021
Cath Brands: How to Do Awesome B2B Storytelling
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…
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Sep 29, 2021
Micah Gabriels: How to Transition from Word of Mouth to Marketing-Led Growth
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
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Sep 22, 2021
Jon Miller from Demandbase: Why You Should Start Moving Away From ABM
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
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Sep 15, 2021
Lubaina Rangwala from Thoughtworks: How to Run Account-Based Marketing Across APAC
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
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Sep 13, 2021
ABM Talks: How to Run Your First ABM Pilot Campaign
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
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Sep 8, 2021
Hugh Macfarlane: How to Effectively Brief Your Agency
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
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Sep 1, 2021
Stephanie McCredie: Account-Based Marketing at Salesforce
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
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Aug 23, 2021
Michael Levine from LinkedIn: 5 Post-COVID B2B Trends
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
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Aug 18, 2021
Benny Ausmus: Infusing Culture Into Your Marketing Strategy
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…
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Aug 11, 2021
Roshantha Pillay: Executing Account-Based Marketing
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
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Aug 4, 2021
Darren Reid: Why SDRs Should Report to Marketing
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
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Jul 28, 2021
Taryn Williams: How to Approach B2B Influencer Marketing
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 Slac…
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Jul 21, 2021
Nicholas Kontopoulos from Adobe: How to Develop a Sales Mindset as a Marketer
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
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Jul 14, 2021
Hayley Hopwood from Stripe: How to Build an Outbound Sales Team
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
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Jul 7, 2021
Andrei Zinkevich: Running ABM on a Tight Budget
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*
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Jun 30, 2021
Andy Crestodina: How to Create Compelling Research-Based Content
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
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Jun 23, 2021
Bev Burgess: Account-Based Marketing Post-COVID
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 Con…
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Jun 22, 2021
ABM Talks: 5 Things You’ll Need For Your First ABM Campaign
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_
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Jun 16, 2021
Founder Story | Nick Sheehan: Why You Should Ditch Your Plan B
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 yea…
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Jun 9, 2021
Leandro Perez from Salesforce: Marketing Leadership Post-COVID
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…
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Jun 2, 2021
Brandon Redlinger: How to Craft Awesome Research-Based Content
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…
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May 26, 2021
Ray Kloss from Cisco: How to Lead a Successful APAC Marketing Team
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://…
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May 21, 2021
ABM Talks: How to Transition from Demand Gen to Account-Based Marketing
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_
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May 19, 2021
ABM Talks: What's the Right Type of ABM for Your Organisation?
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://growt…
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May 12, 2021
Yaagneshwaran Ganesh: Why You Should Move Away From Funnel-Based Content
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
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May 5, 2021
Andrew Storrier: How to Create Content For Your Account-Based Strategy
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
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Apr 28, 2021
Founder Story | Nick Bell: Mistakes B2B Founders Need to Avoid
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
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Apr 21, 2021
Live Debate: Is Share of Search the Missing Link for Marketers?
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
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Apr 14, 2021
Vanvisa Brown: Moving From a Large Organisation to a High-Growth Startup
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.
Join the…
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Apr 7, 2021
Lisa Leight: Advice for a New VP of Marketing
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/
Join the Slack channel: https://growthcolony.org/slack
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Mar 31, 2021
Michael Doherty: How to Sell and Market to the Government
In this episode, host Shahin Hoda chats with Michael Doherty, Head of Business Development at Smarter City Solutions about how to sell and market to government organisations.
Michael talks about how selling to the government is different from selling to private players. He also mentions that having patience and belief in one’s product is the key to success in the B2G market.
Michael Doherty has been at the forefront of parking technology for close to a decade, having worked with many of the businesses behind Australia’s leading parking and payment apps and cloud-based permit and compliance technologies. As Head of Business Development for Smarter City Solutions, he oversees the sales and marketing of unique integrated parking solutions for local councils, universities and corporate clients all over Australia and beyond.
Read the show notes: https://xgrowth.com.au/blogs/market-sell-government/
Join the Slack channel: https://growthcolony.org/slack
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Mar 28, 2021
ABM Talks: How to Sell Account-Based Marketing to the Sales Team
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.
Join the Slack chan…
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Mar 24, 2021
Nina Christian: How to Approach Your Content Strategy Post-COVID
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 tim…
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Mar 17, 2021
Malcolm Hamilton from SAP: Why IT Businesses Are Getting Serious About Marketing
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
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Mar 10, 2021
Bron Gondwana: What Marketers Should Know About Data Privacy
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
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Mar 3, 2021
Kade Greenland: How to Break Out of Strategic Paralysis
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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Feb 24, 2021
Iris Luo from Zoom: What's The Future of B2B Events
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
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Feb 16, 2021
Peep Laja: How to Revamp Bland B2B Messaging
In this episode, host Shahin Hoda chats with Peep Laja, CEO of Wynter and CXL about how B2B Marketers can revamp their messaging to compete in today's highly competitive environment where "everyone" is selling "everything."
Peep highlights the differences between differentiation and distinctiveness. He advises B2B marketers to focus on their brands rather than product features or services. Peep also talks about positioning and why awareness can be more important than differentiation.
Read the show notes: www.xgrowth.com.au/blogs/revamp-b2b-messaging/
Join the Slack channel: https://growthcolony.org/slack
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Feb 3, 2021
Steve Gershik: Why Is Customer Marketing So Important
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/
Join the Slack channel: https://growthcolony.org/slack
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Jan 27, 2021
Ruth Stevens: How to Organise and Leverage Your B2B Data
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
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Jan 20, 2021
John Steinert: How to Navigate the World of Intent Data
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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Jan 12, 2021
Nick Flude: Questions B2B Marketers Should Ask Sales
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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Jan 5, 2021
Jon Panker & Greg Wood: How to Reach the Buying Committee
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/
Join the Slack channel: https://growthcolony.org/slack
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Dec 16, 2020
Eric Wittlake: How to Sell Account-Based Marketing to the Sales Team
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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Dec 13, 2020
Panel Discussion: How to Land Enterprise Deals
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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Dec 8, 2020
Samantha Stone: How to Measure the Success of Your ABM Program
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/
Join the Slack channel: https://growthcolony.org/slack
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Dec 2, 2020
Daniel Davis: Prepare Your Organisation for an Uncertain Future
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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Nov 24, 2020
Liam Smee & Tom Russell: How B2B Marketers Can Land Their Dream Job
Shahin Hoda from xGrowth chats to Liam Smee, Global Head of Demand Gen and Tom Russell, Head of Recruitment at Deputy.
They discuss the skills, capabilities and mentality B2B marketers need to land a dream job in this COVID-induced market.
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Nov 17, 2020
Founder Story | Craig Rosenberg: How TOPO Became a Dominant Player in B2B
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/
Join the Slack channel: https://growthcolony.org/slack
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Nov 11, 2020
Dale Beaumont: 10 Tools for Your Marketing Tech Stack
In this episode, host Shahin Hoda chats with Dale Beaumont, Founder & CEO of Business Blueprint to discuss where companies should start building their tech stack.
From CRMs to video editing software, Dale talks us through how to identify the right tools to achieve success. He discusses his experience in helping other entrepreneurs grow and his passion for technology provides a unique clarity among an endless offer of tools.
Read the show notes: https://xgrowth.com.au/blogs/marketing-tech-stack/
Join the Slack channel: https://growthcolony.org/slack
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Nov 3, 2020
David Gottlieb from Microsoft: How COVID Changed Search Behaviour
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.
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Oct 27, 2020
Justin Smith: Create Personality for Your B2B Brand
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/
Join the Slack channel: https://growthcolony.org/slack
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Oct 20, 2020
Founder Story | Eric Vardon: How Businesses Can Leverage AI
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/
Join the Slack channel: https://growthcolony.org/slack
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Oct 13, 2020
Mark McInnes: Build a Sales Cadence for the Australian Market
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/
Join the Slack channel: https://growthcolony.org/slack
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Oct 7, 2020
Brandon Redlinger: How Marketers Get Account-Based Marketing Wrong
In this episode, host Shahin Hoda welcomes Brandon Redlinger from DemandBase, one of the main players in the ABM space.
Together, they identify the scenarios where marketers think they are doing Account-Based Marketing but, unfortunately, they are not. Tune in to learn the classic mistakes to avoid and how to identify when you are missing the mark with ABM.
Read the show notes: https://xgrowth.com.au/blogs/get-abm-wrong/
Join the Slack channel: https://growthcolony.org/slack
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Sep 30, 2020
Panel Discussion: How B2B Businesses Can Leverage PR
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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Sep 22, 2020
Justin Keller: Technology Won't Fix Your Account-Based Marketing
In this episode, host Shahin Hoda welcomes Justin Keller, Vice President of Marketing at Terminus, one of the big players in ABM technology.
Justin clarifies some common misconceptions about Account-Based Marketing and dives deep into what MarTech in ABM is really about. Join Justin and Shahin to learn why you should focus on creating experiences and building relationships when implementing Account-Based Marketing.
Read the show notes: https://xgrowth.com.au/blogs/technology-abm-woes/
Join the Slack channel: https://growthcolony.org/slack
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Sep 16, 2020
Andrea Dixon from DocuSign: How COVID-19 Changed Lead Scoring
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
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Sep 9, 2020
Kate Toon: What's the Future of B2B SEO
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
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Sep 2, 2020
Panel Discussion: How B2B Businesses Should Sell & Market Post-COVID
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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Aug 26, 2020
Mitchell Mackey: Why Marketing Should be Represented on the Board
In this episode, Shahin chats with Mitchell Mackey, the Marketing Director at Ansell Healthcare about marketing representation at the board level.
They go deep into why it’s important to have marketing represented in the board room, and how can marketing get there in the first place.
We’ll learn how marketing can interact with the C & B level people, and how marketers can learn to speak their language?
Now, more than ever, as we reset for the post-pandemic ‘new normal’ organisations must recalibrate to enable superior degrees of customer accessibility, responsiveness, transparency and personalisation.
The key? Marketing having representation at these levels.
Read the show notes: https://xgrowth.com.au/blogs/marketing-present-board-level/
Join the Slack channel: https://growthcolony.org/slack
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Aug 19, 2020
David Mason: Stop Trying to Sell to Everyone
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
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Aug 12, 2020
David Nicholls: Why B2B Companies Need to Focus on Brand
In this episode, Shahin speaks with David Nicholls, the Commercial Director from PPG Industries.
They discuss how B2B companies perceive brand and why B2B organisations need to focus more on their brand particularly during the COVID-19 pandemic.
Read the show notes: https://xgrowth.com.au/blogs/b2b-pay-attention-brand/
Join the Slack channel: https://growthcolony.org/slack
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Aug 5, 2020
Natalie Mendes: Account-Based Marketing Before and After COVID-19
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
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Jul 29, 2020
Pauline Grech: Industries That Are Pivoting to Survive COVID-19
Pauline Grech, Head of Digital Strategy from Intermedia Group joins host Shahin Hoda to talk about how COVID-19 has impacted B2B advertising.
They review the wins and misses of the industries that have been deeply affected, and how the lessons learned under a pandemic scenario can help reinvent the digital marketing strategies in B2B moving forward.
Read the show notes: https://xgrowth.com.au/blogs/industries-pivioting-survive-covid/
Join the Slack channel: https://growthcolony.org/slack
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Jul 22, 2020
Steve Watt: Your First Account-Based Marketing Campaign
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
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Jul 15, 2020
Danny Beck from Citrix: How to Simplify Your B2B Messaging
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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Jul 8, 2020
Ljubica Radoicic: How to Build a Sales Development Team
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
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Jul 1, 2020
Mark Tanner: Build Frictionless B2B Sales Proposals
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
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Jun 24, 2020
Lemma Khalek: How to Fuel Your Growth with LinkedIn Ads
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
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Jun 17, 2020
Boden Westover: Focus on Both Brand & Performance Marketing
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
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Jun 10, 2020
Nick Morgan: What's The Future of Video Marketing
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
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Jun 3, 2020
Panel Discussion: Why CX is the Future of Marketing
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.
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May 27, 2020
Panel Discussion: What is Account-Based Marketing
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
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May 20, 2020
Panel Discussion: How to Manage Remote Teams
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
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May 17, 2020
B2B Questions: Revenue marketing, ROI & strategy planning during COVID-19
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
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May 13, 2020
Rohan Pardasani: How Avaana Pivoted Because of COVID-19
Shahin Hoda talks with the CEO and Founder of Avaana, Rohan Pardasani, about how Avaana has managed to pivot from their core services because of coronavirus and develop new offerings for their customer base.
Avaana helps everyday Aussies book health and well-being services with ease, but when COVID-19 hit (and customers stopped booking allied health services) they realised they needed to test something new. They were able to swiftly test new messaging and offer new services to allied health practitioners which Rohan has called a perfect storm for their growth.
In this episode, we'll explore how Rohan and his team went about developing their new services and what is his advice for anyone else looking to do the same.
For anyone who's interested in reaching out to Rohan, you can find him on LinkedIn: https://www.linkedin.com/in/rohan-pardasani-a094a239/
Join the Slack channel: https://growthcolony.org/slack
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May 6, 2020
Steve Psaradellis: Specialising Fuelled the Growth of this Company
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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Apr 29, 2020
Tim Baxter: What's Happening in the Toilet Paper Industry
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.
Join the Slack channel: https://growthcolony.org/slack
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Apr 22, 2020
Nathan Field: How to Use SaaS Analytics to Drive Growth
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
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Apr 15, 2020
Founder Story | Martin Cooperwaite: Key Lessons from Past Downturns
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.
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Apr 8, 2020
Shaun Sumaru: How CarDeals2Me Grew 2.5x in Three Months
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
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Apr 1, 2020
Panel Discussion: Mistakes I've Made Growing My Business
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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Mar 25, 2020
Luke Marshall: The Hidden Costs of B2B Marketing
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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