Hey there! We've got our next webinar coming up on ABM & Customer Marketing! Register here: https://bit.ly/45rkiZa Shahin chats with Christine Law , Director & Head of ABM, Asia Pacific & Japan at ServiceNow, about bringing brand experience and ABM together. The episode covers the following: What is brand experience? How to define ABM The mistakes marketers make Finding the balance between strategy and uplifting the strategy Christine has worked at some of the world's most innovative...
Jun 14, 2023•34 min•Ep. 175
Hey there! We've got our next webinar coming up on ABM & Customer Marketing! Register here: https://bit.ly/45rkiZa Shahin chats with Steve Watt , Director of Market Insights and Seismic Social Selling expert, about how to incorporate social selling into your ABM strategy. The episode covers the following: Defining social selling Social selling and its importance to ABM The common mistakes people make Where to start with social selling Steve believes that many sales and marketing mindsets, st...
Jun 07, 2023•44 min•Ep. 174
Hey there! We've got our next webinar coming up on ABM & Customer Marketing! Register here: https://bit.ly/45rkiZa Shahin chats with Matt Wade , VP of Marketing at BlueBotics, about what their 2.5-year-old ABM program looks like and how they’ve gotten to where they are. The episode covers the following: The stages of account maturity The mistakes made along the way How to improve KPIs and attribution The tools used Matt joined BlueBotics in 2019 to head up the firm's growing marketing functi...
May 31, 2023•34 min•Ep. 173
Hey there! We've got an ABM & Customer Marketing webinar coming up! Register here: https://bit.ly/45rkiZa On this episode, Shahin chats with Natalie Miller , Head of Marketing, CX & Corporate Communications of ReadyTech, about how the marketing team can enhance the customer onboarding process. The episode covers the following: Why marketing should get involved with customer onboarding Common mistakes made during the customer onboarding process The importance of communication Customer onb...
May 24, 2023•20 min•Ep. 172
Shahin chats with Jessica Turnbull , Director of Marketing & Communications at Sendle, about product marketing and how it can increase acquisition and retention. Jessica is a senior marketing executive with a strong background across telecommunications, financial services and logistics, and now deeply immersed in the start-up world at Sendle. With nearly two decades of experience driving marketing efficiency for leading brands like Telstra, Westpac and PayPal, Jessica leads the Australian ma...
May 17, 2023•29 min•Ep. 171
Shahin chats with Ed Breault , Chief Marketing Officer at Aprimo, about how marketing teams can leverage generative AI tools like ChatGPT in their day-to-day marketing activities. As CMO, Ed drives the brand’s go-to-market strategy across all marketing functions to empower the marketing organisations of today to become the genius brands of tomorrow by unleashing the power of content. Ed combines his growth marketing expertise and extensive background in brand development with his passion for dev...
May 10, 2023•32 min•Ep. 170
Shahin chats with Marcus Oulds , VP of Commercial EMEA & APAC at Salesloft, to discuss how organisations should approach their sales and marketing in an economic downturn. Marcus is an experienced Head of Sales with a demonstrated history of working in the Digital industry, Marcus graduated from Queensland University of Technology with an MBA. He is skilled in negotiation, advertising, sales, and e-commerce. Marcus is a strong consulting professional, having previously led the hypergrowth co...
May 03, 2023•48 min•Ep. 169
Shahin chats with Drew Sechrist , Co-Founder & CEO at Connect the Dots about his experience being employee number 36 at Salesforce and the lessons learnt from his time at the organisation. A cold email to Marc Benioff in 1999 landed Drew an account executive job at Salesforce, where he became the company’s highest-producing seller, then the highest-producing sales manager as Salesforce scaled from zero to more than a billion dollars in revenue. When Drew moved on in 2010, he was the VP of Sa...
Apr 26, 2023•45 min•Ep. 168
Shahin chats with Rachel Teare , Head of Global ABM and Customer Lifecycle Marketing at Cloud Software Group about account and vertical selection for your ABM program. With 25+ years of experience in B2B marketing, Rachel has built teams, and functions and transformed digital marketing. She’s won two SiriusDecisions awards; Sales & Marketing Alignment and Demand Creation Strategy Program of the Year and the ITSMA Marketing Excellence Award – Embedding ABM Programs. Responsible for ABM across...
Apr 19, 2023•42 min•Ep. 167
Shahin Hoda chats with Lachlan James , Chief Marketing Officer at VisualCortex, about the differences marketers need to take into consideration when developing content for new and upcoming categories, compared to an established space. Joining VisualCortex in November 2021 as its inaugural CMO, Lachlan was most recently CMO at Australian start-up Operoo (formerly known as CareMonkey), which was acquired by US-based EdTech company, SchoolStatus, in October 2021. Lachlan has held Head of Marketing ...
Apr 12, 2023•30 min•Ep. 166
Shahin chats with Belinda Pervan , Vice President, APJ marketing at Veeam about how Veeam's marketing team stays creative while constantly testing new ideas and pushing boundaries. Belinda is passionate about leadership and enabling her teams be the best marketers and human beings possible. Living through example, she measures her success on how she can enable her teams' own achievements and growth to reach their career and business goals. In our information-driven economy, Belinda believes in a...
Apr 05, 2023•27 min•Ep. 165
Shahin chats with Imogen Broomhead , Director of the Executive Briefing Program, Asia Pacific Japan at ServiceNow, discussing the strategies for building an effective Executive Briefing Center in the APAC region to engage and grow relationships with c-suite executives. With 15+ years in the industry, Imogen is a passionate and dedicated Tech Marketer who doubles down on sales partnering to build and strengthen relationships within the C-suite and drives deal acceleration. She launched the “EBC” ...
Mar 29, 2023•33 min•Ep. 164
Shahin chat's with Joanne Woo , Global VP, Division Head of Marketing & Communications at ABB about purpose-driven marketing and how brands can be a force for good. From global conglomerates to fast-growing start-ups, Joanne is an award-winning marketer with deep experience building brands. She is the first Australian to sit on the global leadership team for one of the company’s largest divisions, where she leads a global team of communications experts and oversees the full marketing and com...
Mar 22, 2023•31 min•Ep. 163
Shahin chats with Luca Destefanis , Head of Marketing, APAC at Kyndryl about how to make your budget go further in 2023, especially with the recent layoffs and budget cuts occurring in the industry. Luca is a senior marketing executive with a strong business background, rooted in 25 years of international experience across Asia, Europe and the US. He transforms organisations, develops talents, and simplifies complexity to create purpose-driven brands and high-impact marketing campaigns. Luca is ...
Mar 15, 2023•38 min•Ep. 162
Shahin chats with Bronwyn Karaoglu , Global VP of Marketing at Ignition about the important conversations to have and building rapport with your CFO. With over a decade of experience driving marketing competency for leading B2B global technology companies like SiteMinder (ASX:SDR) and Genbook (acquired by Booksy in May 2021), Bronwyn leads the marketing function for Ignition globally, serving over 6,000 customers in over 20+ markets. The episode covers: Understanding financial metrics. How to ap...
Mar 08, 2023•31 min•Ep. 161
Shahin chats with KP Unnikrishnan “Unni” , Vice President of Marketing (APJ), at Palo Alto Networks, about the basic fundamentals of how to drive growth strategy in your business. Unni has worked in the technology sector for over 2.5 decades including management roles in marketing, strategy, partnership and sales. He has held senior leadership roles in high-growth environments in both multi-billion-dollar organisations and early-stage companies/ businesses. Unni was named in the Future B2B CMO 1...
Mar 01, 2023•36 min•Ep. 160
Shahin chats with Dan Sutic , a seasoned marketing professional in B2B SaaS space about how to effectively run sales development across the APAC region while recognising the diversity of markets and cultures in the region. Dan is a seasoned marketing professional with 13+ years of experience. He has worked across ANZ and APJ regions and has held a variety of roles, including individual contributor and leadership positions in people management. Dan's passion lies in demand generation, and he enjo...
Feb 22, 2023•36 min•Ep. 159
Shahin chats with Matthew Robinson , Vice President of Marketing, APJ, at Contentsquare about how to humanise your digital customer experience in 2023. Matthew Robinson is the Vice President of Marketing, APJ at Contentsquare, a leading digital experience analytics platform. He has over a decade of experience as a tech marketer and his out-of-office status rotates between 'away scuba diving' and 'on the beach' but what he'll rarely admit is most of this time is spent eating pizza. The episode co...
Feb 15, 2023•38 min•Ep. 158
Shahin chats with Jenna Pipchuk , Chief Sales Officer at 3P Learning, about the Unified Commercial Engine (UCE) and how it can completely transform sales and marketing alignment. Jenna’s commitment to excellence and innovation is turning heads for good reason. With a reputation for transparent leadership and building great teams, she is an influential force within the tech industry. Former CSO of SMART Technologies, her insights and management transformed the SMART organisation to one driven by ...
Feb 08, 2023•30 min•Ep. 157
Producer, Lysa, chats with Shahin Hoda, Director of Growth at xGrowth, all about his experience of being made redundant and the current economic situation. Shahin is the Founder of xGrowth, a B2B growth agency helping organisations close more mid-market and large enterprise deals. He's making that happen by popularising Account-Based Marketing (ABM) in Australia, working alongside B2B leaders implementing ABM strategies and building predictable revenue engines. When he's not busy building ABM ca...
Feb 06, 2023•23 min•Ep. 156
Shahin chats with Andrea Clatworthy , former Global Head of Account-Based Marketing (ABM) at Fujitsu about how to approach pipeline acceleration and Deal-Based Marketing (DBM). Andrea is B2B Tech marketing veteran, currently at Fujitsu leading the Account-Based Marketing and Deal-Based Marketing approach globally. ABM at Fujitsu is mostly 1:1, some 1:few, and Andrea has been driving the approach across geographies since starting it originally in the UK in the last decade. A regular keynote speak...
Feb 01, 2023•40 min•Ep. 155
Shahin chats with Mark McInnes , Outbound Sales Trainer and Founder of Sales Development Australia, about how to build a sales development sequence. They talk about calls, emails, LinkedIn, direct mail and how to leverage them in your sequences so you can grab the attention of your prospects. A sales trainer and coach with over 25 years of experience in B2B selling environments, Mark helps his clients start new conversations, find new customers and start that first part of the pipeline. Mark is ...
Jan 25, 2023•34 min•Ep. 154
Shahin chats with Nirosha Methananda , VP of Marketing at Influ2, about her experience in growing a marketing function from one person to a full team of 20 people. Driven by a strong urge to Always Be Learning (ABL), Nirosha is a proud marketing generalist. With a career spanning close to 15-years, across many marketing disciplines and industries, she’s currently the VP of Marketing at Influ2. Prior to this, Nirosha was responsible for creating Bombora's distinctive brand and establishing it as ...
Jan 18, 2023•34 min•Ep. 153
Shahin chats with Debra Sutton , Regional Vice President of Marketing for Asia Pacific at WalkMe, about how B2B marketers should change their view when it comes to attribution and approach it in a way that will strengthen their position in the organisation and help them build a stronger relationship with the sales team. Debra is an innovative and creative senior marketing executive with 20 years of experience and a proven track record of achievement with leading technology brands; Adobe, HP, Ora...
Jan 11, 2023•43 min•Ep. 152
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...
Jan 04, 2023•32 min
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-...
Jan 02, 2023•33 min
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...
Dec 28, 2022•35 min
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...
Dec 26, 2022•23 min
Shahin chats with Tracy Gawthorne , Vice President & Chief Marketing Officer for Asia Pacific at Capgemini, about how to prepare your marketing team for the new year. Tracy has more than 20 years’ experience building great brands and great teams, connecting with clients and driving growth in markets across the globe. She is a passionate advocate for inclusion and diversity; constantly curious about life and leadership; forever grateful for family and friends. Tracy is involved in many initia...
Dec 19, 2022•39 min•Ep. 151
Shahin chats with Jon Amery , Head of Marketing at Australian Finance Group (AFG) about building data-driven customer communications and onboarding strategies. Jon has worked for some of the UK and Australia's biggest brands, including BSkyB, AOL, Virgin Media, VOCUS and now AFG across Executive Marketing, Commercial and Customer experience roles. He’s been twice recognised by CMO50 in the top 10 Chief Marketing Officers in Australia and spent 5-plus years advising (mostly B2B) start-ups through...
Dec 14, 2022•34 min•Ep. 150
