Vinnie is joined by Lyssna's Director of Marketing, Claire Brown , to chat about the importance of approaching marketing research in the B2B space. This episode also covers... the cost-effective methods of marketing research how marketing research can help you stay ahead of the curve practical insights for startups to refine their marketing approaches About Claire... Claire is a seasoned marketing executive with over 15 years of experience across various industries, including technology, financi...
Oct 16, 2024•37 min•Ep. 217
Vinnie chats with Sobia Mughal from Workday, about the eye-opening misconceptions of B2B marketing. The duo delve into why B2B is overshadowed by B2C marketing and what we can do to minimise this. This episode also covers... Tertiary education and their approach to teaching marketing The key actions to close the gap between B2B and B2C How to build a strong brand About Sobia... Sobia is a seasoned marketing expert with over 15 years of experience in B2C and B2B sectors, spanning higher education...
Oct 09, 2024•44 min•Ep. 216
As AI continues to be added into the way we work in many industries, it's no surprise if you've thought about how AI will affect your job. We spoke with Aaron McEwan , VP of Research and Advisory at Gartner to talk about the future of AI in the marketing workplace. This episode also covers... Gartner’s hype cycle What roles are going to be impacted by AI the most? AI and revenue generation Decision-making with AI About Aaron... As a strategic advisor to Heads of HR and senior executives, Aaron a...
Oct 02, 2024•40 min•Ep. 215
Learn the differences between working in a Market Leader company versus a Challenger brand, with Co-Founder and CEO of Truescope, John Croll AM . This episode also covers... Transitioning from Market Leader to Challenger How to differentiate yourself in the market How to have effective brand awareness About John... John is the current Co-Founder and CEO of Truescope, a global Media Intelligence company serving corporate and government clients in a number of countries. Previously, John was appoin...
Sep 18, 2024•28 min•Ep. 214
What do you know about Person-to-Person Communication (P2P)? Well, Vinnie sat down with Fern Canning to find out more on how P2P can help with your B2B strategies. This episode also covers... How to build brand trust The importance of employee advocacy How to approach personal branding for executives About Fern... Fern is a distinguished marketing communications leader with over 20 years of experience, renowned for her expertise in growing, evolving and safeguarding some of the world's largest b...
Sep 04, 2024•47 min•Ep. 213
This episode is all about how YOU can make YOUR mark in the B2B Market! Growth Tribe's very own, David Arnoux , shares an amazing list of Gen AI tools and a number of growth strategies and tactics that can help you stand out in the B2B space. This episode also covers... How Growth Tribe got to where they are now What key tactics are important within your growth strategy The importance of experimentation How to leverage AI for your business About David... David Arnoux is the co-founder and CEO of...
Aug 21, 2024•46 min•Ep. 212
To chat about being a modern marketer with a focus on brand and team alignment is Lara (Vandersluis) Barnett , Head of Marketing at Logicalis. She joins host, Vinnie Romano, in finding the true importance of sales and marketing alignment... This episode also covers... How marketers can understand sales How brand health surveys can help with market research What are marketing development funds (MDF)? About Lara... Lara is a senior B2B marketing leader with extensive experience rolling out full-sc...
Aug 07, 2024•51 min•Ep. 211
Chief Marketing Officer of Macquarie Technology Group, Anthony Emmanouil , joins Shahin on the pod to chat about Macquarie Telecom's successful customer experience program. This episode also covers... The beginning of Macquarie Telecom The importance of brutal transparency How to attract the right team Where to start on a CX journey About Tony... Anthony is a veteran of the Australian IT&T sector, having held leadership positions in sales and marketing over the last 25 years. With a career s...
Jul 24, 2024•1 hr 8 min•Ep. 210
Stephanie McCredie , Senior Director for Top Accounts & Account-Based Marketing, Asia Pacific at Salesforce, joins Shahin in the episode to chat about AI in ABM. With AI being all the rage at this time, you've probably been using generative AI in your strategies and projects. But are you using AI to its full potential? This episode also covers... How to use AI for account selection Including AI in the customer journey Refining messaging and offers using AI Where AI won't play a role About St...
Jul 10, 2024•42 min•Ep. 209
CEO of Trendemon, Avishai Sharon , joins Shahin on the episode to chat about optimising digital experiences in B2B marketing. Learn about what's working in the digital experience space and how you can connect with your audience better. This episode also covers... Tactics and strategies for building meaningful digital experiences for your audience Gated vs Ungated content Content creation with LLMs About Avishai... Avishai Sharon, the Co-founder and CEO of Trendemon, brings over 20 years of exper...
Jun 26, 2024•38 min•Ep. 208
Remarkable human, Guy Kawasaki , joins Shahin to tell us about his new book, Think Remarkable , and how Guy's findings can be implemented in not only marketing but in your own life too. About Guy Guy Kawasaki is the chief evangelist of Canva, author of Think Remarkable, host of the Remarkable People podcast, and adjunct professor of the University of California, Santa Cruz. He was the chief evangelist of Apple, Mercedes Benz brand ambassador, and trustee of the Wikimedia Foundation. He has also ...
Jun 12, 2024•58 min•Ep. 207
In this episode, Shahin chats with Gabrielle Pirzad , Director of ABM Strategy & Global Programs at Cloud Software Group. Customer engagement is a crucial part of your Account-Based Marketing strategy, allowing you to figure out what's working and what's not. This episode also covers... How to measure customer engagement in your ABM strategy How to make those segmentation decisions How to evaluate the success of your targeted ABM campaigns About Gabrielle... With over 15 years of experience ...
May 29, 2024•36 min•Ep. 206
Learn how to gamify your goal setting and behavioural management to build a successful go-to-market strategy with co-founders, Steve Claydon & Darcy Smyth , from Outbound Game. What to expect in the episode... What Gamification is Successful examples of Gamifications How effort can impact outcome Resources mentioned in this episode: Predatory Thinking - Dave Trott Oversubscribed - Daniel Priestley TextExpander To Kill a Mockingbird - Harper Lee _________________ 🎯 Get your copy of the repor...
May 15, 2024•44 min•Ep. 205
Legendary author of The Time to Win, and business growth advisor, Jay Baer , joins Shahin in this chat about how speed sells. People value their time more than ever which means that there is value to being fast in this industry. Whether it's replying to a client or even getting a project completed earlier than expected, every effort that can be completed sooner rather than later will always prevail. Learn all the tips and tricks on accelerating your B2B success in this 50-minute episode. About J...
May 01, 2024•51 min•Ep. 204
When your company makes some changes, abrupt or even planned, it can feel like it may stunt any progress or growth on your team or projects. This is where William Hasko comes in, Director, Small Business Marketing, APJ of Dell Technologies. He chats with Shahin on how to be a good leader during times of change. What to expect in the episode... How to adjust marketing strategies during change What projects you should be prioritising Managing your team during change How to be innovative with the b...
Apr 17, 2024•31 min•Ep. 203
Hear all about the journey and challenges of an M&A as Shahin is joined by Reapit's (ANZ) Global Director of Marketing Operations & Campaigns, Courtney Scales . Listen in on how your company can manage through a merger or acquisition. What to expect in the episode... How to keep your brand's objectives aligned Managing expectations during change How to adapt to the strategies from start-up to growth phases post-M&A How to create brands that have longevity Courtney is a marketing expe...
Apr 03, 2024•28 min•Ep. 202
Join us to unpack the results from our recent State of Account-Based Marketing in APAC report. We briefly overview the report findings before moving into the Q&A. In this session, we aimed to answer as many of your questions about ABM and the specific challenges of running ABM in APAC as possible. Get your copy of the ABM in APAC report here: https://abm.xgrowth.com.au/2023-report/ The report provides valuable and engaging information for B2B industry professionals seeking greater insight...
Mar 25, 2024•59 min
Shahin is joined by CEO of ReadyTech, Marc Washbourne , as they chat about the origins of ReadyTech and how you can move up your market too! What to expect in the episode... The challenges you face when you grow The transition strategies you can implement The team dynamics to make it in the enterprise market ReadyTech’s brand evolution Marc Washbourne is the Co-Founder and CEO of ReadyTech (ASX:RDY), a global vertical SaaS powerhouse that has achieved remarkable growth since its inception in 199...
Mar 20, 2024•55 min•Ep. 201
Join us for our 200th episode as we celebrate it with Sean Ellis , Growth Hacking legend! He shared with us how companies can unlock growth and how you can visit him on his pitstop Down Under for his 2024 World Growth Tour. What to expect in the episode... The core components of a successful growth process The common mistakes and challenges when implementing growth High-velocity testing The future of growth Sean Ellis coined the term "Growth Hacking" and is considered the founder of the worldwid...
Mar 18, 2024•54 min•Ep. 200
Want an acquisition channel that gets you an almost 100% conversion rate? Well in our chat with Elise Balsillie , CRO at Thryv Australia & New Zealand, we got to learn about how they accidentally stumbled across their very successful customer referral channel. What to expect in the episode... How your company can be customer-focused The importance of customer advocacy The challenges that took place during the initial customer advocacy journey Through her 18 years of experience - culminating ...
Mar 06, 2024•25 min•Ep. 199
Dreaming of being CRO? Time to turn that dream into a reality! With the wise words of Kim Robertson , you'll learn the 'must-dos' and 'don'ts' and how people in marketing are just as capable of this role as compared to those with a sales background. What to expect in the episode... Defining the CRO role The must-have attributes of a CRO US vs APAC Kim is a highly skilled marketer and commercial strategist with over 22 years of experience in both B2B and B2C markets. She is widely recognised as a...
Feb 21, 2024•31 min•Ep. 198
Listen in on today's topic of influencer marketing and AI in the B2B space with Head of Global Influencer Marketing at SAP, Ursula Ringham . What to expect in the episode... AI in the B2B space Designing B2B influencer campaigns AI and B2C Influencer Marketing After a successful career at Apple and Adobe, Ursula Ringham, became a stay-at-home mum. When she decided to re-enter Big Tech, she had to start all over. 10 years ago, Ursula came to SAP through the backdoor and from the ground up, built ...
Feb 07, 2024•43 min•Ep. 197
Find out what's going on in the marketing world right now with Alex, Shahin & Vinnie. This episode covers the following: LinkedIn & Ipsos’ B2B Market Benchmark KitKat’s ‘Have Ai Break’ ad Greg Daines’ video on NPS and customer retention _________________ 🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/ Hosted & Produced by Shahin Hoda , Alexander Hipwell , Vinnie Romano & Allysa Maywald , from xGrowth . We would love to get your questions, ideas and fe...
Feb 05, 2024•37 min
Head of Marketing of Finastra, Joerg Klueckmann , joins Shahin to chat about finding the balance between being a creative and data-driven marketer in the B2B space. What to expect in the episode... How to sell creative to leadership How to build a great creative team Using AI as a co-pilot With more than 20 years of leadership experience, Joerg transformed global marketing organisations across the B2B software industry to become integrated, high performing and digital-first. He believes in focus...
Jan 24, 2024•32 min•Ep. 196
Suzana Ristevski , CMO, Executive Group Marketing of NAB chats with Shahin Hoda of xGrowth about how one of the biggest banks in Australia transformed their marketing technology in 5 years. What to expect in the episode... What MarTech transformations look like for big companies like NAB The main components of the new NAB MarTech stack Generative AI for banks Suzana first joined NAB in January 2017 as General Manager, Business Bank Marketing & Customer Strategy and is currently the Chief Mar...
Jan 10, 2024•33 min•Ep. 195
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 ...
Jan 03, 2024•30 min
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” ...
Jan 01, 2024•33 min
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...
Dec 27, 2023•32 min
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 ...
Dec 25, 2023•34 min
Find out what's going on in the marketing world right now with Alex, Shahin & Vinnie. The episode covers the following: The State of Account-Based Marketing in APAC Report 2023 First-party vs third-party data How to plan your 2024 B2B marketing strategy Resources mentioned in this episode: The 2023 State of Account-Based Marketing in APAC Report - xGrowth Is first- or third-party audience data more effective for reaching the ‘right’ customers? - MIT Article What's Measured is Managed - Tomas...
Dec 21, 2023•40 min
