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 advisin...
Oct 20, 2021•39 min•Ep. 86
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...
Oct 06, 2021•32 min•Ep. 84
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 p...
Sep 29, 2021•28 min•Ep. 83
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-...
Sep 22, 2021•33 min•Ep. 82
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...
Sep 15, 2021•32 min•Ep. 81
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...
Sep 14, 2021•53 min•Ep. 80
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 fiel...
Sep 08, 2021•31 min•Ep. 79
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.co...
Sep 01, 2021•35 min•Ep. 78
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 dur...
Aug 23, 2021•29 min•Ep. 77
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, telecom...
Aug 18, 2021•25 min•Ep. 76
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 organi...
Aug 11, 2021•20 min•Ep. 75
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 mist...
Aug 04, 2021•39 min•Ep. 74
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...
Jul 28, 2021•32 min•Ep. 73
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...
Jul 21, 2021•34 min•Ep. 72
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 Strip...
Jul 14, 2021•34 min•Ep. 71
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 gen...
Jul 07, 2021•36 min•Ep. 70
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 th...
Jun 30, 2021•33 min•Ep. 69
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 marketin...
Jun 23, 2021•28 min•Ep. 68
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 on...
Jun 22, 2021•51 min•Ep. 67
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 pas...
Jun 16, 2021•31 min•Ep. 66
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 marketin...
Jun 09, 2021•42 min•Ep. 65
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 abo...
Jun 02, 2021•34 min•Ep. 64
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 In...
May 26, 2021•49 min•Ep. 63
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 di...
May 21, 2021•52 min•Ep. 62
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...
May 19, 2021•54 min•Ep. 61
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 spea...
May 12, 2021•24 min•Ep. 60
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...
May 05, 2021•37 min•Ep. 59
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 ha...
Apr 28, 2021•27 min•Ep. 58
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...
Apr 21, 2021•54 min•Ep. 57
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 simil...
Apr 14, 2021•23 min•Ep. 56
