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 ...
Apr 07, 2021•27 min•Ep. 55
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 busi...
Mar 31, 2021•31 min•Ep. 54
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 t...
Mar 28, 2021•47 min•Ep. 53
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...
Mar 24, 2021•41 min•Ep. 52
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. Re...
Mar 17, 2021•47 min•Ep. 51
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 fi...
Mar 10, 2021•33 min•Ep. 50
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...
Mar 03, 2021•31 min•Ep. 49
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 commu...
Feb 24, 2021•30 min•Ep. 48
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 sh...
Feb 17, 2021•28 min•Ep. 47
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...
Feb 03, 2021•26 min•Ep. 46
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: http...
Jan 27, 2021•29 min•Ep. 45
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/ Joi...
Jan 20, 2021•37 min•Ep. 44
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...
Jan 13, 2021•27 min•Ep. 43
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://growthcol...
Jan 06, 2021•35 min•Ep. 42
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-a...
Dec 16, 2020•37 min•Ep. 41
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. Join the Slack channel: https://growthcolony.org/slack
Dec 13, 2020•58 min•Ep. 40
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...
Dec 08, 2020•31 min•Ep. 39
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. Join the Slack channel: https://growthcolony.org/slack
Dec 02, 2020•30 min•Ep. 38
Shahin Hoda from xGrowth chats to Liam Smee, Global Head of Demand Gen and Tom Russell, Head of Recruitment at Deputy. They discuss the skills, capabilities and mentality B2B marketers need to land a dream job in this COVID-induced market. Join the Slack channel: https://growthcolony.org/slack
Nov 25, 2020•39 min•Ep. 37
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 t...
Nov 18, 2020•33 min•Ep. 36
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-sta...
Nov 11, 2020•42 min•Ep. 35
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.
Nov 04, 2020•29 min•Ep. 34
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/...
Oct 28, 2020•38 min•Ep. 33
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...
Oct 21, 2020•32 min•Ep. 32
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...
Oct 14, 2020•33 min•Ep. 31
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...
Oct 07, 2020•29 min•Ep. 30
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. Join the Slack channel: https://growthcolony.org/slack...
Sep 30, 2020•57 min•Ep. 29
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 S...
Sep 23, 2020•27 min•Ep. 28
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: h...
Sep 16, 2020•25 min•Ep. 27
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...
Sep 09, 2020•31 min•Ep. 26
