Want to prepare your ABM tech stack for 2024? Well on the pod, we have Yulia Olennikova here to chat about the fundamentals of a tech stack that you should consider for your ABM. You'll also learn about... Identifying your accounts Being creative with one-to-few and one-to-one accounts The predictions for the future of ABM tech stacks Yulia is Head of Marketing at N.Rich, the leading European ABM platform. Previously, Yulia led the marketing launch of several products at Semrush (NYSE:SEMR), inc...
Dec 18, 2023•28 min•Ep. 194
Here to chat about mastering account selection for ABM is Joanna Moss , Director of Executive Programs and Account-Based Marketing, from Salesforce. Not only will you hear about how Salesforces aligns their sales and marketing teams but you will also learn... How demand gen, ABM and executive engagement come together The executive engagement function How to measure the success of your ABM programs Having worked within and across Australian, Asian and European markets, Joanna has a solid understa...
Dec 13, 2023•36 min•Ep. 193
Joining Shahin on the pod is Leigh Barnes , Chief Customer Officer at Intrepid Travel. Learn how transparency is a key factor in how you can build trust with the partners and customers of your brand. The episode covers the following: How to go about being transparent Maintaining commitment with partners and customers The importance of creating cool content Balancing brand marketing and performance ‘Barnes’, as he is known, is responsible for leading Intrepid’s global marketing, CX and digital fu...
Dec 06, 2023•32 min•Ep. 192
Shahin chats with CMO, Sophie Paulin , from the Australian tech company Ordermentum about purpose-driven marketing and the importance for marketers to lean in and shape the future of marketing now. The episode covers the following: What it means to be authentic What is purpose-driven marketing? Important metrics and tactics Creating meaning for customers Sophie comes from a background of digital strategy and marketing where she spent many years focused on the intersection of sociology and techno...
Nov 29, 2023•28 min•Ep. 191
Find out what's going on in the marketing world right now with Alex, Shahin & Vinnie. The episode covers the following: Hubspot acquires B2B data provider, Clearbit The Optus outage LinkedIn's AI job seeker coach Resources mentioned in this episode: HubSpot picks up B2B data provider Clearbit to enhance its AI platform Possessed - The Origin Story of a B2B Marketer LinkedIn launches AI job seeker coach for premium subscribers _________________ Hosted & Produced by Shahin Hoda , Allysa Ma...
Nov 22, 2023•41 min
Learn about go-to-market strategies and how to use your customer insights with Shahin and Georgia Swanson , Global Director of Strategy and Growth for NCS NEXT. The episode covers the following: How to use data from customer interviews Using an account-centric persona structure How to stay aligned with brand tone and voice The importance of prioritisation & data accuracy Georgia is a multi-award-winning executive leader and has turned her elite sporting background into a relentless drive for...
Nov 15, 2023•32 min•Ep. 190
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...
Nov 08, 2023•33 min
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...
Nov 01, 2023•27 min
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 25, 2023•34 min
On this episode, Alexander Hipwell is joined by Shahin Hoda and Vinnie Romano to chat about the ins and outs of the current B2B marketing world. The episode covers the following: The responsibilities of Marketing since Covid Predictions and PLG LinkedIn and it's new generative AI feature Resources mentioned in this episode: Marketing Responsibilities Article Mark Ritson's post on LinkedIn AI feature Zag - Marty Neumeier Discipline is Destiny - Ryan Holiday _________________ Hosted & Produced...
Oct 18, 2023•39 min•Ep. 189
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/ _______...
Oct 11, 2023•35 min
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...
Oct 04, 2023•26 min
This week on the pod, Shahin is joined by Ed Locher to chat about the ever-changing marketing playbook and what we can expect to see in the future of marketing tactics. The episode covers the following: How the role of marketing is changing Creating demand vs capturing demand The evolution of marketing tactics What KPIs you should focus on Ed is a global B2B marketing executive with over 20 years of experience helping public, private, and PE-backed organisations create value through revenue acce...
Sep 27, 2023•39 min•Ep. 188
This week, Shahin is joined by Taryn Williams and Joe Rezendes from #Gifted, to chat about influencer marketing in the B2B space. The episode covers the following: How to integrate influencer marketing into your strategy The difference between B2B and B2C influencer marketing In-house vs external influencers The importance of User Generated Content (UGC) Taryn Williams is a multi-award-winning founder and CEO and over the course of 20+ years has earned a reputation as one of Australia’s most pro...
Sep 20, 2023•44 min•Ep. 187
This episode is about AI in the B2B landscape and how it will evolve in this marketing and business space. Joined by Shahin in the conversation is Scott Albro , Co-Founder and CEO of Goldie. The episode covers the following: The “hype cycle” The impact of AI on your go-to-market strategy How content marketing will evolve The best approaches to identifying processes that AI can help you with. Scott Albro is a technology executive and founder who specialises in building scalable go-to-market funct...
Sep 13, 2023•42 min•Ep. 186
On this newly styled episode of the Growth Colony Podcast, Shahin sits down with Vinnie Romano , Co-Founder & CMO of MySocial.ai. The episode covers the following: Will personal branding replace company branding? How to turn your workers into Industry Leaders Using LinkedIn to social sell Vinnie is a 17-year veteran of the advertising industry, having had the opportunity to work with the most-loved brands, in the industry's most iconic creative agencies. He has had the pleasure of holding se...
Sep 06, 2023•19 min•Ep. 185
Shahin chats with Georgia Watson , Sales Enablement Leader (ASEANSK region) at IBM, to discuss how you can leverage your sales enablement game in the market. The episode covers the following: Defining sales enablement How to align with your company’s sales objectives The impact of Generative AI on sales enablement Where to start with sales enablement Georgia Watson is an enablement and learning leader, passionate about innovation, growth, and inclusion. With experience spanning the technology an...
Aug 30, 2023•36 min•Ep. 184
Shahin chats with Christian Weiss , Director of Account-Based Marketing for Autodesk, about how to measure the success of your ABM program. The episode covers the following: The importance of transparency in accounts What short-term & mid-term KPIs you should focus on How to manage expectations & avoid over-promising Making sure your data is clean Christian Weiss is a founding member of the ABM global leadership team at Autodesk. During his almost 17 years at Autodesk, Christian has held...
Aug 23, 2023•39 min•Ep. 183
Shahin chats with Andrew Fitzgerald , Vice President of Account-Based Marketing at Kyndryl, about ABM strategies in SaaS compared to services. The episode covers the following: The ABM program at Kyndryl Defining and prioritising an ABM strategy How to pick the right customers The importance of visibility and reputation Andrew currently leads the global implementation of Account-Based Marketing for Kyndryl, the world’s largest provider of IT infrastructure services. In this role he has built an ...
Aug 16, 2023•49 min•Ep. 182
Shahin chats with Craig Rosenberg , Chief Platform Officer at Scale Venture Partners, about the ins and outs of what's working in the enterprise space. The episode covers the following: The state of today’s enterprise landscape The role of PLG in your go-to-market strategy The power of events and experiences Content sharing Craig joined Scale in 2022 to help build and manage their Go-To-Market Platform. The Scale GTM Platform delivers critical expertise to help software companies drive efficient...
Aug 09, 2023•48 min•Ep. 181
Keen to be a part of something great? Fill out the ABM in APAC survey for exclusive tools, insights and a chance at winning a free customised team consultation with xGrowth's experts to help with your ABM strategy. https://www.surveymonkey.com/r/ABM-APAC-2023 _________________ Shahin chats with Richard Jacobson , Head of Account-Based Marketing and Strategy for IBM in Asia Pacific, about how to approach messaging for your ABM strategy. The episode covers the following: How to craft account messa...
Aug 02, 2023•27 min•Ep. 180
Keen to be a part of something great? Fill out the ABM in APAC survey for exclusive tools, insights and a chance at winning a free customised team consultation with xGrowth's experts to help with your ABM strategy. https://www.surveymonkey.com/r/ABM-APAC-2023 _________________ Shahin chats with Aurora Sassone , Head of Communications, ANZ at Oracle, about how to approach storytelling in the B2B space. The episode covers the following: What makes a good story in B2B marketing? How to bring a stor...
Jul 26, 2023•29 min•Ep. 179
Keen to be a part of something great? Fill out the ABM in APAC survey for exclusive tools, insights and a chance at winning a free customised team consultation with xGrowth's experts to help with your ABM strategy. https://www.surveymonkey.com/r/ABM-APAC-2023 _________________ Shahin chats with Robert Norum , ABM consultant & trainer, to chat about the challenges of running ABM pilots and gives suggestions for how B2B markets can get better results. The episode covers the following: How to d...
Jul 19, 2023•36 min•Ep. 178
Hey there! Did you miss out on our recent webinar on ABM & Customer Marketing? Watch now: https://youtu.be/6714aqb8VZs Listen now: https://bit.ly/3r2iWV6 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 accele...
Jul 12, 2023•37 min
Hey there! Did you miss out on our recent webinar on ABM & Customer Marketing? Watch now: https://youtu.be/6714aqb8VZs Listen now: https://bit.ly/3r2iWV6 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 pl...
Jul 10, 2023•42 min
Hey there! Did you miss out on our recent webinar on ABM & Customer Marketing? Watch now: https://youtu.be/6714aqb8VZs Listen now: https://bit.ly/3r2iWV6 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 abou...
Jul 05, 2023•40 min
Hey there! Did you miss out on our recent webinar on ABM & Customer Marketing? Watch now: https://youtu.be/6714aqb8VZs Listen now: https://bit.ly/3r2iWV6 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,...
Jul 03, 2023•32 min
Hey there! Did you miss out on our recent webinar on ABM & Customer Marketing? Watch now: https://youtu.be/6714aqb8VZs Listen now: https://bit.ly/3r2iWV6 Shahin chats with Phil Lakin , VP of Revenue Operations at Aprimo, about creating an ABM tech stack. The episode covers the following: What ABM tech to look into The single source of truth How to avoid data silos The mistakes to avoid when building a tech stack Phil is a driven and committed technical professional with almost 15 years of ex...
Jun 28, 2023•27 min•Ep. 177
Join us as we dive into actionable strategies and tactics that will help you expand your share of wallet through a customer-centric approach. During this session, you will discover the three pillars of success: understanding your customers, leveraging customer marketing, and adopting an ABM mindset. 🎓 What you will learn in this session: How to utilise customer data to design effective ABM and customer marketing programs. How to unleash the power of customer stories and references for trust a...
Jun 26, 2023•57 min
Hey there! Did you miss out on our recent webinar on ABM & Customer Marketing? Watch now: https://youtu.be/6714aqb8VZs Shahin chats with Matt Hogan , VP of Growth Marketing at HG Insights, all about the different levels of targeting and personalisation for your next campaign. The episode covers the following: The 6 data points to use as targeting criteria Cloud intelligence and personalisation How to leverage your data Where to start with targeting and personalisation Before being with HG In...
Jun 21, 2023•29 min•Ep. 176
