Shahin chats with Suzanne Pelizzari , APAC Marketing Director at CSG about how, as an APAC marketer, you can take your HQ campaigns and make them relevant for the region. The episode covers: The challenges faced with international campaigns How to customise campaigns for the region How to approach the different markets within APAC The common mistakes regional marketers make when pursuing personalisation Suzanne is a proactive, results-focused, global marketing executive who specialises in demand...
Nov 30, 2022•26 min•Ep. 148
Shahin chats with Norm Jefferies , Managing Director at Truis about his approach to staff retention. The episode covers: Having a legacy mindset Norm’s 3 pillars of sustainability How to approach staff retention Having joined Truis 30 years ago, fresh out of university, Norm now sits as the Managing Director and respected thought leader within the IT space. He is a committed advocate of bringing change and transformation to the IT industry through his thought leadership, always looking for oppor...
Nov 23, 2022•52 min•Ep. 147
Shahin Hoda talks with Theo Nasser, Chief Executive Officer at Right-Hand Cybersecurity about how Right-Hand built its customer acquisition channel and managed to land large enterprise customers as a new startup. Theo is the CEO and Co-Founder of Right-Hand Cybersecurity. Right-Hand provides a modern and interactive security awareness platform to help organisations quantify and reduce their employee cyber risk, build cyber culture and meet compliance standards. Prior to founding Right-Hand, Theo...
Nov 16, 2022•34 min•Ep. 146
Shahin chats with James Wrigley , Principal at First Financial about his experience growing an audience on both LinkedIn and TikTok. The episode covers: How to start building a personal brand online The differences between TikTok and LinkedIn Advice for building a personal brand on social media James has been with the core group at First Financial for over 10 years, and he has worked his way through the planner training system through multiple roles. He primarily works with two demographics of c...
Nov 09, 2022•33 min•Ep. 145
Shahin chats with Hamish Grant , Vice President Marketing at SafetyCulture about product-led growth. The episode covers: The PLG model The importance of company culture in regard to PLG The importance of all customers Hamish is an experienced marketer, strategist and business leader with a passion for new technologies and hyper-growth companies. He specialises in category-defining growth strategies from startup to enterprise, and has held a number of senior leadership roles in technology compani...
Nov 02, 2022•41 min•Ep. 144
Programmatic Account-Based Marketing, or one-to-many, is one of three tiers of ABM, the other two being one to few and one-to-one. It is focused on a large number of accounts and tailoring campaigns at scale. The key to this style of ABM is having the right balance between personalisation and scale. Compared to the other tiers, this one-to-many approach is more reliant on technology. This is because a one-to-many campaign can require targeting and delivering a personalised message to a large num...
Oct 31, 2022•57 min•Ep. 143
Shahin chats with Daniel McDermott, Senior Marketing Director, APAC at Mimecast about how the Mimecast ANZ team secured its own brand budget for the region from their HQ in the UK. With his expert knowledge and insights from 20+ years of experience, Dan drives the highly regarded Get Cyber Resilient blog and podcast. Launched in 2019, he provides specialist advice, threat insights, practical applications and commentary on the brand risks that are associated with cyber-attacks to the local market...
Oct 26, 2022•32 min•Ep. 142
Shahin chats with Davinia Simon, Head of Sales and Growth Markets at Stax, about the fundamentals of building go-to-market plans. In her role, she is focused on empowering partners and customers to innovate and expanding the Stax offering into new markets. Davinia is passionate about the power of cloud technology, paving the way for accelerated innovation, helping businesses remain relevant and competitive by lowering costs, and providing the solutions to create and bring services to market quic...
Oct 19, 2022•37 min•Ep. 141
Shahin chats with Dean McGuinness, ABM Strategist at xGrowth, about where to start with ABM and the foundational elements to make sure your ABM is a success for your organisation. Dean creates, manages and scales ABM programmes for fast-growing companies like Zoom, OutSystems and Commvault. He takes clients on a journey to discover ABM and apply it to their own businesses. In addition to working on the principles of ABM with clients, Dean also has a strong background and knowledge in sales and m...
Oct 17, 2022•26 min•Ep. 140
Shahin chats with APJ Marketing Director, Stephanie Dechamps , from Boomi about running programmatic (one:many) ABM programs in the APAC region. From Journalism to AdTech to MarTech, Stephanie’s career took a new turn when she decided to explore how performance data can drive revenue. Building and leading the APJ marketing team, she also covers all aspects of marketing (events, digital, integrated demand, partner, customer, brand, PR, operations, and product). Stephanie believes in the power of ...
Oct 12, 2022•34 min•Ep. 139
Shahin chats with Kylie Wing, CMO at ApprovalMax about how they have turned webinars into a primary source of pipeline creation. Kylie is an inquisitive and strategic leader with 15 years of marketing insights. Her areas of expertise are encouraging marketing teams to become truly data-driven, understanding funnel metrics, optimising processes, and communicating how marketing is positively impacting business revenue. She is passionate about creating tighter alignment between Marketing and Sales ...
Oct 05, 2022•33 min•Ep. 138
Shahin chats with David Schlosberg, Business Advisor at Ferguson Alliance about how to start building your sales team at your organisation As a former sales executive for several large family agribusiness companies, he has substantial experience serving on leadership teams and leadership committees - developing the vision and strategic plans for business development and revenue growth. Most of David’s career experience has been in sales and business development as well as product development and...
Sep 28, 2022•28 min•Ep. 137
Shahin chats with Scott Combes, Head of JAPAC Public Sector Marketing at Google Cloud about how marketers should think about marketing to the public sector. Being a Senior SaaS Marketing Leader who thrives on bringing Sales and Marketing organisations together to deliver results, Scott’s key focus is on using cutting-edge digital campaigns and marketing technology to drive real ROI. He has extensive experience in B2B marketing throughout Australia and the Asia-Pacific region by leading marketing...
Sep 21, 2022•33 min•Ep. 136
Shahin chats with Nick Flude, CMO at Sekuro about how to plan your career progression as a marketer. As CMO, Nick has overall accountability for the company’s marketing strategy and execution; as well as leading and inspiring a talented and motivated marketing team. Prior to his role at Sekuro, Nick was CMO for Secure Code Warrior, a hyper-growth VC funded cyber security start-up, and has held a variety of Marketing roles at vendors, integrators, tech start-ups, and major Telcos in the UK and Au...
Sep 14, 2022•43 min•Ep. 135
Shahin chats with Kelly Harvey, Head of Marketing at IntelliHR about how to leverage micro changes to completely transform marketing output and hit your KPIs one after another. A natural-born storyteller, Kelly knows what it takes to build a B2B brand. Her career spans 15 years driving results across the full gamut of strategic marketing, public relations and communications. Having spent the last ten years working in SaaS she's a big believer in making data-driven marketing decisions and putting...
Sep 07, 2022•33 min•Ep. 134
Shahin chats with Karina Guerra, Global Group GM - Customer Intelligence & Marketing at Xref about how marketing leaders should set themselves up for success when dealing with the Chief Financial Officer of their company in regards to showing ROI, asking for budget, and more. With over 20 years of experience across multiple industries, Karina has always adopted a hands-on approach to reaching audiences with meaningful messages. She has also developed great analytical skills that have become ...
Aug 31, 2022•32 min•Ep. 133
Shahin Hoda chats with Oren Cohen, COO at Voyantis, about how marketers in SaaS companies should calculate the lifetime value of their customers and what pitfalls they should avoid. Using ML to activate zero- and first-party data, and target the right customers from the onset, Voyantis have shown some remarkable success with substantial players such as Miro and Notion, and as Oren attests, this is just the beginning. Before joining Voyatis, Oren was the VP of Demand and Operation at Iron Source....
Aug 24, 2022•42 min•Ep. 132
Listen to our second session further unpacking the State of Account-Based Marketing in APAC Report — the first in-depth study focusing on ABM in the APAC region. Get your copy here to find out how APAC's top B2B growth teams approach Account-Based Marketing. You will learn: What are the top APAC countries ABM is being rolled out What are the top industries being targeted with ABM How is ABM being deployed in APAC and what is the most popular style What can APAC marketers learn from EMEA and Nort...
Aug 17, 2022•59 min•Ep. 131
Discover the State of Account-Based Marketing in APAC with xGrowth's State of ABM in APAC Report. Get your copy here to find out how APAC's top B2B growth teams approach Account-Based Marketing. _________________ Shahin chats with Tim Rowell, General Manager, APAC at Piano.io about what is happening in the media and publishing industry and the challenges the sector is facing. Tim has worked in and around the digital media business for 20 years. He began his career as a business journalist in the...
Aug 03, 2022•35 min•Ep. 129
Discover the State of Account-Based Marketing in APAC with xGrowth's State of ABM in APAC Report. Get your copy here to find out how APAC's top B2B growth teams approach Account-Based Marketing. _________________ Shahin chats with Paul Gibson , Vice President International at Demandbase about how to recession-proof your marketing strategy with ABM and ABX. Paul is passionate about helping businesses harness the power of technology. With over 15 years in the digital martech space and a proven tra...
Jul 27, 2022•37 min•Ep. 128
Discover the State of Account-Based Marketing in APAC with xGrowth's State of ABM in APAC Report. Get your copy here to find out how APAC's top B2B growth teams approach Account-Based Marketing. _________________ Shahin Hoda chats with Ronan Bray, Head of Marketing (APAC) at Drift about the role of conversational marketing and ABM. With over 15 years of experience in B2B tech with a focus on growth, automation, digital and strategy, Ronan has founded three companies, two of which he sold, with t...
Jul 20, 2022•30 min•Ep. 127
Shahin chats with Roey Balbus, Chief Operations Officer at TradeSquare, about everything marketing operations. Known for his unrelenting passion for people, marketing and strategy, Roey connects industry professionals, specifically in retail and healthcare, with Australia’s biggest brands through learning, collaboration and strategic partnerships. With years of experience in brand development, operations, strategy, partnerships, sales and people management, it has led Roey to do what he loves wh...
Jul 13, 2022•31 min•Ep. 126
Shahin chats with Greg Nutter, Principal Consultant and Founder of Soloquent Inc., about Marketing in complex sales environments and what marketers should know from the sales side of the equation. Greg helps business owners and senior sales and marketing executives solve revenue growth problems through direct, indirect, or multi-channel sales models. With over thirty-five years of experience, he has worked with a wide range of companies to develop strategies, programs, processes, and tools to gr...
Jul 06, 2022•29 min•Ep. 125
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 ...
Jun 29, 2022•46 min•Ep. 124
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,...
Jun 22, 2022•39 min•Ep. 123
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 ca...
Jun 15, 2022•33 min•Ep. 122
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 ...
Jun 08, 2022•35 min•Ep. 121
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-a...
Jun 01, 2022•37 min•Ep. 120
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...
May 25, 2022•47 min•Ep. 119
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 ...
May 18, 2022•25 min•Ep. 118
