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	Title	Pub. Date	Duration
	Unveiling the 2026 ABM Pulse: What's Changed in APAC Over the Last Two Years	23 Apr 2026	00:18:36
See the results: https://xgrowth.com.au/reports/abm-pulse/ ABM is evolving fast in APAC, and xGrowth has the data to prove it. In this episode, Shahin Hoda and Alexander Hipwell unpack the findings from xGrowth's latest ABM Pulse benchmark, based on responses from 93 B2B marketers actively running ABM programs across the region. From a dramatic shift away from one-to-few programs to AI quietly expanding the scale of what a single budget can cover, this episode cuts through the noise and tells you exactly what is actually happening with ABM in 2025. If you are making investment decisions or defending the ABM line item to your CFO, this one is for you. Key Topics Why one-to-few ABM dropped from 72% adoption in 2024 to around 38% in 2025, and what that signals about market maturity in APAC How strategic (one-to-one) ABM has held steady at around 50% as organisations focus on protecting and expanding existing customer relationships The AI effect on program scale: why nearly a third of respondents are now running programs targeting 100 or more accounts on the same budgets they used for far fewer ABM investment sentiment in 2025: 57% of respondents are holding or growing their ABM budgets, with only 5.2% cutting Why inbound is under pressure from zero-click search and LLM-driven traffic drops, and how this is pushing more organisations toward ABM as a primary pipeline channel Budget planning paralysis: why a significant portion of APAC marketing leaders still had not confirmed their 2026 budgets well into Q1, and what that says about market uncertainty How to use benchmark data like this as social proof when making the case for ABM investment to a CFO or board Resources & Links xGrowth ABM Pulse Report - download the full benchmark findings xGrowth - APAC's B2B growth agency Shahin Hoda on LinkedIn Alexander Hipwell on LinkedIn Contact & Credits Hosts: Shahin Hoda and Alexander Hipwell Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
	Rebroadcast: Building Global Marketing from APAC: Lessons from Airwallex with Jon Stona	09 Apr 2026	00:31:49
Running a global marketing function from APAC sounds like a logistical headache. For Jon Stona, VP of Global Marketing at Airwallex, it's a deliberate competitive advantage. In this episode, Jon unpacks how one of the world's fastest-growing fintechs has architected a marketing org that's globally consistent yet locally authentic - spanning Singapore, San Francisco, London, and regional hubs across Asia, Europe, and Australia. From making the case for product marketing before performance spend, to using an F1 sponsorship to systematically close a trust gap against legacy financial institutions, Jon brings rare clarity to the strategic decisions that most B2B marketing leaders only talk about in theory. If you want to think bigger about brand, team design, and what marketing can actually own in a scaling business, this episode is worth your time. Guest Introduction Jon Stona is VP of Global Marketing at Airwallex, the Australian-founded global payments and financial platform supporting over 150,000 businesses worldwide. Before joining Airwallex, Jon held senior marketing roles at Stripe, Google, and Nike - giving him deep experience scaling marketing across global technology platforms and challenger brands at every stage of growth. Key Topics Why Airwallex built its global marketing org out of APAC, and why the APAC talent pool - wired for fragmentation and global trade from day one - is a genuine strategic asset How the team is structured across Singapore, San Francisco, London, and regional markets, and why a flat, matrix model is essential when you're this geographically dispersed The case for investing in product marketing before growth marketing - and why getting your positioning, segmentation, and value prop right is the "root" everything else depends on The four truths Jon applies to any market expansion: brand truth, product truth, market truth, and user truth - and how product marketing is the function that calibrates where the variation sits How Airwallex uses its McLaren F1 partnership to build trust at scale, structured around the reliability-credibility-intimacy-low self-orientation framework - and how they actually measure the pipeline and employee sentiment impact Where AI is genuinely delivering efficiency gains in marketing (Writer, Jasper, Profound) and the paradox this creates: as AI levels the playing field on distribution, the non-technical facets of marketing - storytelling, positioning, insight - matter more than ever Jon's advice for B2B marketers who want to take bolder moves: return to first principles, and remember you're marketing to humans who happen to make business decisions Resources & Links Books Nudge by Richard Thaler and Cass Sunstein Predictably Irrational by Dan Ariely AI Tools Writer - AI content platform for brand voice consistency and marketing workflow efficiency Jasper - AI platform for end-to-end marketing content creation Profound - Tool for tracking how your brand appears across LLM platforms Blogs & Publications HubSpot Blog People Mentioned Reko Rennie - Internationally acclaimed Kamilaroi artist who collaborated with Airwallex and McLaren on the 'Shifted Perspectives' campaign at the 2025 Australian Grand Prix Dan Ariely - Behavioural economist and author Companies & Platforms Airwallex McLaren Racing Contact & Credits Host: Shahin Hoda Guest: Jon Stona Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
	How to Turn B2B Events into a Genuine Revenue Lever with Jannat Dawra	26 Mar 2026	00:26:38
Events are one of the highest-effort, highest-impact levers in B2B marketing, but most teams run them on autopilot. In this episode, Shahin sits down with Jannat Dawra, Head of Marketing APAC at Dotdigital, to break down her commercial, revenue-first approach to field marketing and events. Jannat runs 80 to 100 events a year and brings a rare blend of creative instinct and commercial rigour to the craft. From deciding which event type to run, to managing a thin attendance list two weeks out, this episode is packed with practical frameworks for senior B2B marketers. Guest Introduction Jannat Dawra is Head of Marketing APAC at Dotdigital, a leading customer experience and data platform. Based in Sydney, Jannat leads brand and demand generation across the region and has previously held senior marketing roles at Insider and LinkedIn. Key Topics The three event buckets: sponsored industry conferences (brand and first-touch), strategic partner events (deepening executive relationships), and owned events (roundtables, community events, summits). A commercial approach to event prioritisation: reverse-engineering every event from revenue and pipeline goals. Does it add value to the ICP, accelerate existing pipeline, or strengthen retention and expansion? The opportunity cost framework: why a $10K event is never just $10K, and how to factor in team time and effort before committing. Planning across the funnel: quarterly check-ins with sales, CS, and partnerships to flex the event mix based on where pressure sits in the business. The individual event checklist: clear objective and KPI, stakeholder buy-in, a one-sentence audience definition, speakers matched to the audience profile, and a project plan with contingencies. Post-COVID attendee expectations: smaller rooms, curated guest lists, clearer themes, no buzzwords, and ROI scrutiny over vanity metrics. The 70/30 prospect-to-client split: why each audience needs different event design, and what happens when you blur the two objectives. The post-event playbook: individual follow-up, nurture automations, and treating events as one touchpoint in an 8 to 12-step buying journey. Resources and Links People Mentioned Simon Sinek, speaker and author referenced by Jannat Companies and Platforms Dotdigital, Jannat's company, cross-channel marketing automation platform Books and Podcasts Atomic Habits by James Clear The Diary of a CEO, podcast hosted by Steven Bartlett Contact & Credits Host: Shahin Hoda Guest: Jannat Dawra Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
	The New B2B Playbook, What AI Startups Are Doing That Incumbents Aren't with Scott Albro	12 Mar 2026	00:47:28
Getting your buyer's attention has never been harder. In this episode, Shahin sits down with Scott Albro, serial entrepreneur and GTM advisor to early-stage AI founders, to unpack what modern go-to-market actually looks like. Scott reframes the most common answer to "what's changed?" by showing how AI isn't just a trend; it's an accelerant for the three forces already making buyer attention scarce. From founder brand to manufactured moments, tight customer feedback loops to strategic narrative, Scott shares the GTM pillars he works through with his founder clients. He breaks down why the new breed of AI startups is out-marketing incumbents, what Lovable's live-streamed design competition can teach any B2B team, and why ServiceTitan's origin story is the best strategic narrative he's ever heard. Guest Introduction Scott Albro is a serial entrepreneur and go-to-market strategist who co-founded TOPO, a sales and marketing research and advisory firm acquired by Gartner, and advises early-stage AI founders on building their first go-to-market functions, drawing on 30 years of experience studying the GTM practices of the world’s fastest-growing companies. Key Topics Why attention scarcity is the defining GTM challenge today, and how AI makes it worse across three fronts: information overload, professional busyness, and competitive noise What incumbent vendors like Salesforce and Workday need to do to defend their position as AI-native startups grow more innovative in both product and go-to-market Founder brand as a strategic GTM asset: why it goes far beyond LinkedIn posts, and how Nick Mehta made Gainsight synonymous with the customer success movement Growth experiments and the "Mr. Beast for SaaS" mindset: how Lovable drove 40,000 live viewers and 3 million replays with a zero-budget design competition Building tight customer feedback loops: why the company that iterates fastest wins, and how AI is finally making weekly feedback cycles achievable Manufacturing moments: how Mark Benioff staged a fake protest at Siebel's user conference to launch the no-software movement and put Salesforce on the map Strategic narrative done right: why ServiceTitan's "the trades stand frozen in time" story is the best B2B narrative Scott has ever encountered The danger of performative nihilism: why shock-value launches like Cluely's generate page views but destroy brand equity Resources & Links People Mentioned Nick Mehta, former CEO of Gainsight Marc Benioff, Chair, CEO and Co-Founder of Salesforce Companies & Tools TOPO / Gartner Gainsight ServiceTitan Lovable Evidenza - a synthetic customer research platform Salesforce G2 Contact & Credits Host: Shahin Hoda Guest: Scott Albro Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
	Building Xero’s Brand from Scratch in Australia with Penny Elmslie	26 Feb 2026	00:39:33
What does it take to build a brand from nothing in nine weeks, with no assets, no brand book, and a board breathing down your neck? Penny Elmslie did exactly that as the first Marketing Director Xero hired outside of New Zealand, turning a company most Australians confused with a certain photocopier brand into one of the world's most recognised accounting software businesses. Penny shares the story behind Xero's early Australian growth: the scrappy "Hello, Xero with an X" campaign, guerrilla activations like Cloudstreet, the partner strategy that turned accountants into an army, and the event machine that scaled from 30 people in a winery to thousands globally. She also opens up about joining Affinda as CMO and why AI document processing today mirrors where the cloud was a decade ago. Guest Introduction Penny Elmslie is a CMO, Board Director, and marketing coach who spent over a decade at Xero, rising from Australia's first Marketing Director to Global Director of Brand and Community. She is currently CMO at Affinda, a Melbourne-based AI document processing company named one of Australia's fastest-growing tech companies by Deloitte. Key Topics Building Xero's brand in nine weeks: Launching a full campaign with no brand book, no assets, and a tiny budget, and why the insight was simply making people spell the name correctly. The accountant-as-channel strategy: How Xero built its go-to-market around accountants and bookkeepers, turning that partner network into the most efficient channel to market. From "Hello" to XeroCon: How brand experience evolved from small intro sessions to national roadshows and a flagship conference now running worldwide. Cloudstreet and guerrilla marketing: The pop-up activation that scaled from a city storefront into a shipping container touring Sydney, Melbourne, and Brisbane. B2C thinking in a B2B world: Why Penny approaches every B2B campaign as human-to-human, and how that philosophy shaped her work at Xero. Joining Affinda: What drew her to an AI-first scale-up and the brand-building opportunity still ahead. Reactive vs. responsive: Why responding to market opportunity beats forcing a proactive plan early in a CMO role. Content quality in an AI-flooded world: Why human expertise must stay on the levers, and why brands that commit to their ICP and tone will win. Resources & Links People Chris Ridd- Former MD, Xero Australia (2011–2016) Rod Drury- Co-founder, Xero Companies & Tools Affinda- AI document processing platform; Penny's current company Affinda Group- Parent company of Affinda, Draftable, Pathfindr, and Vesparum Draftable- Document comparison software for legal teams Xero- Cloud-based accounting software for small businesses MYOB- Accounting software competitor Leo Burnett Australia- Creative agency Penny briefed on day one at Xero Sputnik Agency- Melbourne agency Penny partnered with to launch Xero's first Australian campaign Contact & Credits Host: Shahin Hoda Guest: Penny Elmslie Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
	AI Myths Debunked and The Real Data Behind ChatGPT, Jobs, and Search Traffic With Rand Fishkin	12 Feb 2026	00:46:26
While everyone panics about ChatGPT stealing traffic and AI replacing jobs, the data tells a different story. For every search on ChatGPT, there are 373 searches on Google. AI's disruption is far less dramatic than media hype suggests. Rand Fishkin challenges this prevailing wisdom about AI's impact on B2B marketing. In this conversation, Rand and Shahin explore why consensus views are usually wrong, how to build marketing strategies around actual audience behaviour, and what Rand learnt from building Moz versus SparkToro. From audience intelligence research to radical transparency about the venture capital trap, Rand delivers insights that help B2B marketers make smarter decisions. Guest Introduction Rand Fishkin is the co-founder and CEO of SparkToro, an audience research software company, and Snackbar Studio, an indie game development studio. Previously, he founded Moz, where he grew the company from debt to $50M+ in revenue over 17 years. He's the author of Lost and Founder: A Painfully Honest Field Guide to the Startup World and is known for his radical transparency about startup life and his contrarian takes on marketing trends. Key Topics AI's real impact on search: Data shows ChatGPT handles one search for every 373 on Google, and AI hasn't caused predicted job displacement (US unemployment remains historically low). Audience-specific research: Rather than following industry trends, marketers should investigate where their audience spends time using tools like SparkToro to discover relevant channels and influencers. Channel strategy and execution: Effective B2B marketing requires both overarching positioning strategy plus channel-specific tactical approaches for LinkedIn, email, and content platforms. Learning from hype cycles: From mobile apps to crypto, media creates fear-based narratives around technology that rarely match reality, and marketers who chase every trend waste resources. Building companies differently: Rand compares growing Moz with VC funding to building SparkToro through alternative funding, highlighting how serving investors rather than customers creates misaligned incentives. Resources & Links People: Amanda Natividad - VP of Marketing at SparkToro, referenced for her philosophy on social media algorithms and authentic engagement Companies & Tools: SparkToro - Audience research software Moz - SEO software platform Snackbar Studio - Indie game development studio ChatGPT - Large language model by OpenAI DuckDuckGo - Privacy-focused search engine Books & Resources: Lost and Founder: A Painfully Honest Field Guide to the Startup World by Rand Fishkin SparkToro Funding Documents - Open-sourced funding model and incorporation docs Snackbar Studio Funding Documents - Open-sourced funding model for indie game studio Contact & Credits Host: Shahin Hoda Guest: Rand Fishkin Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
	Standing Out in B2B Marketing Without a Big Budget with Udi Ledergor	29 Jan 2026	00:47:21
In this episode, Udi Ledergor, Chief Evangelist at Gong and author of Courageous Marketing, explains why bold creativity is essential for startups competing in crowded B2B markets. Udi shares the principle behind Gong’s rise from zero to hundreds of millions in revenue: “different is better than better.” From fuchsia branding and a bulldog mascot to running Super Bowl ads as a startup, he shows how courageous marketing helps companies punch above their weight. The episode also explores practical ways to create standout content, foster experimentation, and turn customers into passionate fans, even on a limited budget. Guest Introduction Udi Ledergor is Chief Evangelist at Gong and author of the bestselling book Courageous Marketing. He served as Gong's first CMO, helping grow the company from zero to hundreds of millions in revenue whilst achieving a multi-billion-dollar valuation. Over his 20-year career, Udi has led marketing teams at successful companies, advised startups, served as a board member and angel investor, and mentored hundreds of marketers. Key Topics Different is better than better: Why startups should stop trying to incrementally beat competitors at their own game and instead do something completely different to get noticed Punching above your weight: How small startups can use guerrilla marketing tactics like out-of-home advertising to appear much bigger than they are when selling to enterprises Creating raving fans as a company-wide operating principle: Why marketing can't own brand alone, and how every employee at Gong works to create raving fan experiences for customers, candidates, and partners Building a culture of experimentation: The importance of fostering an environment where teams can take calculated risks, fail safely, and learn from both successes and flops Gong Labs content marketing: How Gong created original, data-driven content by analysing millions of sales calls to position themselves as the most informed voice in sales effectiveness Category creation strategy: When it makes sense to create a new category (and when it doesn't), illustrated through the De Beers diamond engagement ring marketing campaign Bold visual identity choices: The decision to use fuchsia pink and purple with a bulldog mascot in 2018 when all B2B competitors were using corporate blue Startup advertising on a shoestring budget: Creative approaches to billboard advertising, Super Bowl commercials, and other typically expensive channels that small companies can leverage Resources & Links People Mentioned: Chris Orlob - First content hire at Gong who created most early Gong content independently. Devin Reed - Former Gong sales rep who transitioned into leading Gong’s content marketing. Kyle Lacy - CMO referenced for using AI to eliminate obvious ideas and push creative thinking. Michael Lewis - Author and podcast host whose show drove inbound interest for Gong. Francis Gerety- Copywriter behind the “A Diamond Is Forever” campaign, cited as a category creation example. Companies & Platforms Mentioned Gong - Revenue intelligence platform Gong Labs - Data research and insights De Beers - Diamond company referenced for category creation example Books & Resources Courageous Marketing - a practical playbook for B2B marketers to drive impact and accelerate career success. Contact & Credits Host: Shahin Hoda Guest: Udi Ledergor Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
	How to Book a Meeting with Anyone with Stu Heinecke	15 Jan 2026	00:41:19
What if a $28 Facebook ad could generate $20 million? Stu Heinecke, the father of contact marketing, reveals how micro-focused campaigns connect you with virtually anyone. Stu shares stories of a sales rep who used a live pigeon to reach a famous CEO, a startup that landed Walmart with one targeted ad, and how Kris Kristofferson landed a helicopter on Johnny Cash's lawn to deliver a demo tape. Guest Introduction Stu Heinecke is a bestselling author, Hall of Fame-nominated marketer, and Wall Street Journal cartoonist who helps B2B sellers acquire million-dollar accounts. His campaigns have produced response rates as high as 300% and ROI in the millions of percent. Key Topics Contact marketing defined: Targeted campaigns (as few as one person) marked by creativity, audacity, and relevance Pigeon campaign that closed a $250,000 deal with a famous tech CEO Orabrush's $28 Facebook ad that landed a 735,000-unit Walmart order Deep personalisation through profile research and relevant gifts Why compelling campaigns exceed 100% response rates through viral sharing Getting started by reading foundational books and researching prospects Resources & Links People Mentioned Dan Waldschmidt - Turnaround specialist who sends swords, achieving 100% response rates Kris Kristofferson - Singer-songwriter who landed helicopter on Cash's lawn for demo delivery Johnny Cash - Country legend who received Kristofferson's helicopter delivery June Carter - Cash's wife who received Kristofferson's demo tapes Leonardo da Vinci - Renaissance artist who used creative approaches with the Count of Milan Books How to Get a Meeting with Anyone - Foundational contact marketing book, top 65 sales books of all time Get the Meeting! - Follow-up with 60+ illustrated case studies Companies & Organizations Orabrush - Tongue cleaner startup, $28 Facebook ad to Walmart Walmart - Retail giant targeted by Orabrush's Bentonville ads American Marketing Association - Named Stu "father of contact marketing" Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter Contact & Credits Host: Shahin Hoda Guest: Stu Heinecke Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
	Rebroadcast: How to Build a Personal Brand Without Losing Your Mind with Caleb Ralston	01 Jan 2026	00:47:05
Caleb Ralston challenges one of the most sacred rules in personal branding: niching down. While it's technically the fastest path to growth, it's also a fast track to burnout and quitting altogether. In this conversation with Shahin Hoda, Caleb shares hard-won insights from working with some of the biggest names in business (Gary Vaynerchuk, Alex and Leila Hormozi) and reveals the sustainable approach to building a personal brand that doesn't make you hate what you've created. From why you should inject your personality into everything you make, to how organisations can build loyalty by empowering team members to develop their own brands, this episode is packed with contrarian wisdom for anyone building content for the long term. Guest Introduction Caleb Ralston is a brand strategist, content producer, and creator mentor who has worked with Gary Vaynerchuk, Leila and Alex Hormozi, and other leading voices in entrepreneurship. He now helps founders and creators scale content in a way that's sustainable, strategic, and honest through his company Ralston. Key Topics Why niching down is overrated: The conventional wisdom on niching down works in theory but leads to creator burnout and audience fatigue in practice. Caleb explains why sustainability matters more than short-term growth hacks. The sustainability framework for content creation: Building a personal brand is like fitness: you get returns by doing it forever, not by sprinting for a year and quitting. Learn how to create systems that allow you to keep showing up. Lessons from working with Gary V and the Hormozis: What most people assume about these mega-brands is completely wrong. Caleb shares the behind-the-scenes reality of how these creators actually build their influence. Injecting personality without losing focus: How to integrate your interests and quirks into your content without confusing your audience or diluting your message. Building personal brands within organisations: The Barstool Sports approach to content: why Dave Portnoy isn't in all the content, and how this creates a more scalable, sustainable media company. How this strategy applies to B2B companies. Strategic hiring for content bottlenecks: Why your first hire shouldn't be another you, and how to identify the specific constraint that's actually holding back your content production. Being 100% yourself in the age of AI: As everyone starts sounding the same on LinkedIn with ChatGPT-generated posts, authenticity becomes your competitive advantage. Caleb's advice: lean into your insecurities and the things you're terrified to share. Resources & Links People Mentioned: Gary Vaynerchuk - Entrepreneur and Chairman of VaynerX Alex Hormozi - Co-founder and Managing Partner at Acquisition.com Leila Hormozi - CEO of Acquisition.com Paddy Galloway - YouTube strategist and content optimization expert Dave Portnoy - Founder of Barstool Sports Books & Resources: Crush It! by Gary Vaynerchuk - The book that inspired Caleb to pursue his current path Caleb's YouTube Channel Ralston - Caleb's brand strategy and content company Contact & Credits Host: Shahin Hoda Guest: Caleb Ralston Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
	2x Your Revenue Growth Without Increasing Your Marketing Budget with Robert Chatwani	18 Dec 2025	00:33:46
What if your CEO asked you to double revenue without adding budget or headcount? Robert Chatwani, President and General Manager of Growth at DocuSign, believes not only is it possible - there's never been a better time to make it happen. In this conversation, Robert unpacks the frameworks and organisational changes required to achieve exponential growth with existing resources. From building agile growth squads that operate like engineering teams to leveraging AI agents for hyper-personalised prospecting, he reveals how DocuSign is transforming from an e-signature company into an AI-powered platform. If you're facing budget cuts but still expected to deliver results, this episode offers a roadmap. Guest Introduction Robert Chatwani is President and General Manager, Growth at DocuSign, where he leads the Marketing & Growth organisation to scale its digital strategy across marketing, product, technology and sales. Before joining DocuSign, Robert was CMO of Atlassian, where he helped scale the business to nearly $3 billion in revenue. He also spent more than a decade at eBay, ending his tenure as Chief Marketing Officer for North America where his teams supported $35 billion in trading volume. Robert is the 2023 American Heart Association Bay Area Heart Walk Chair and serves as a West Coast Board Member at the American India Foundation. Key Topics The 2x-10x challenge: Why companies expect exponential output increases without adding resources, and why Robert believes marketing teams can deliver. Thomas Barta's V-Zone framework: Maximising the overlap between customer needs and company needs to drive business impact and secure executive support. The harsh realities facing B2B teams: CAC is up 60% since the pandemic, traditional channels show diminishing returns, and most GTM models are obsolete - creating opportunities for teams willing to rethink their approach. Operating principles over company values: DocuSign's five core principles - "we before me," "dreaming big," "take action," "ignite the way," and "delivering customer delight" - that guide team behaviours and decisions. Growth squads and agile methodologies: Why effective GTM teams operate like engineering teams with two-week sprints, daily standups, and experiment backlogs instead of traditional campaign structures. Building a culture of experimentation: Robert's framework for systematic testing - generating ideas, prioritising experiments, executing with discipline, and scaling what works. AI-powered prospecting in action: How DocuSign used AI agents to turn tens of thousands of exhausted leads into millions in the pipeline, generating 60 replies and 15 meetings within 72 hours. Designing for the future you want: Why leaders must ask whether their current team structure and capabilities match what they would design from scratch to achieve ambitious growth goals. Resources & Links People Mentioned: Thomas Barta-Marketing leadership expert and author of "The 12 Powers of a Marketing Leader" Jeff Bezos-Founder of Amazon, referenced for the "two pizza team" principle Companies & Platforms: DocuSign-Agreement management platform Atlassian-Collaboration software eBay-Online marketplace Amazon-Benchmark for experimentation culture Netflix-Benchmark for experimentation culture Airbnb-Benchmark for experimentation culture Uber-Benchmark for experimentation culture Concepts & Frameworks: The V-Zone (Value Creation Zone)-Maximising overlap between customer and company needs The 12 Powers of a Marketing Leader-Book by Thomas Barta and Patrick Barwise Two-Pizza Team-Amazon's principle for keeping teams small (5-8 people) Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter Contact & Credits Host: Shahin Hoda Guest: Robert Chatwani Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
	Don’t Market to the 5% of Buyers Who Are Ready to Buy Today with Jon Lombardo	04 Dec 2025	00:42:54
In this episode, Jon Lombardo, Co-Founder of Evidenza, unpacks the counterintuitive truth about B2B buying behaviour. Drawing on research from the Ehrenberg-Bass Institute, Jon reveals why most B2B marketers fundamentally misunderstand their audience. The 95-5 rule shows that 95% of potential buyers aren't in the market right now, which means the traditional focus on short-term lead generation is missing the bigger picture. Jon also explains how AI-powered synthetic research is transforming market intelligence, why B2B needs more brand building than B2C, and what marketers should do about it. If you're stuck chasing in-market buyers whilst your competitors build future demand, this conversation will change how you think about growth. Guest Introduction Jon Lombardo is Co-Founder of Evidenza, a synthetic AI market research platform that surveys AI-generated customer copies to build evidence-based marketing plans in hours rather than months. Previously, Jon was Head of Research at LinkedIn's B2B Institute, where he helped establish the 95-5 rule and commissioned pioneering research on how B2B brands grow. Key Topics The 95-5 rule: why 95% of B2B buyers are out of market at any given time, and why that matters more than the 5% who are ready to buy The 11X rule: how B2B buying cycles are 11 times longer than B2C, making brand building even more critical in B2B than consumer categories The evolution from the 60-40 rule to 95-5: how research with John Dawes from Ehrenberg-Bass Institute challenged conventional wisdom about marketing budget allocation Mental and physical availability in B2B: creating brand-relevant memories that activate when buyers eventually come into the market AI and synthetic research: how Evidenza uses AI to interview synthetic customers, delivering market research in hours that would traditionally take months Bootstrapped growth: how Evidenza launched with paying customers from day one without venture capital, growing to over 100 clients The future of AI in marketing: why AI is underrated and will transform marketing beyond what most people imagine Practical applications: how to use AI for execution whilst keeping strategic thinking human Resources & Links People Mentioned: Mark Ritson - Marketing professor, columnist, and founder of Marketing Week Mini MBA John Dawes - Professor at Ehrenberg-Bass Institute for Marketing Science Les Binet - Marketing effectiveness researcher and econometrician Peter Field - Marketing consultant and author Peter Weinberg - Co-Founder of Evidenza Brian Watroba - Co-Founder of Evidenza Jenny Romaniuk - Professor at Ehrenberg-Bass Institute for Marketing Science Rachel Kennedy - Professor at Ehrenberg-Bass Institute for Marketing Science Nicole Hartnett - Professor at Ehrenberg-Bass Institute for Marketing Science Byron Sharp - Professor of Marketing Science at Ehrenberg-Bass Institute Companies & Organisations: Evidenza - Synthetic AI market research platform Ehrenberg-Bass Institute for Marketing Science - The World's largest centre for research into marketing LinkedIn B2B Institute - Marketing think tank (Jon's former employer) Key Frameworks: The 95-5 Rule - Research on B2B buying behaviour shows that only 5% of buyers are in market The 11X Rule - How B2B buying cycles differ from B2C The 60-40 Rule - Les Binet and Peter Field's framework for balancing brand building and sales activation Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC:https://xgrowth.com.au/newsletter Contact & Credits Hosts: Shahin Hoda and Vinnie Romano Guest Jon Lombardo Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
	How to Lead Your Marketing Team Through AI Transformation with Leandro Perez	20 Nov 2025	00:57:22
Leandro Perez joins to cut through the AI hype and share what's actually working. With Agentforce handling 850,000 conversations and managing 85% of customer inquiries, Leandro reveals the reality behind the marketing claims and addresses the "SaaS is dead" narrative head-on. From managing 30,000 weekly customer inquiries with AI agents to transforming his entire marketing team's workflows, Leandro offers a brutally honest look at what it takes to lead through a technological revolution. This isn't just theory: it's a practitioner's guide to implementing AI at scale, including the mistakes, the breakthroughs, and the systematic approach required to bring an entire organisation along for the journey. Guest Introduction Leandro Perez is Senior Vice President and Chief Marketing Officer for Australia and New Zealand at Salesforce, where he guides strategic direction and market positioning for the world's leading AI-powered CRM. With a Computer Science degree from UNSW and an Executive MBA from Quantic School of Business and Technology, Leandro brings over 20 years of experience combining technical expertise with business acumen. He previously led global corporate messaging at Salesforce and partnered closely with CEO Marc Benioff. He's a Fellow of The Marketing Academy, serves on the AANA Board, and is a recipient of the Salesforce Chairman & CEO Award. Key Topics AI reality at Salesforce: Agent Force handles 850,000 conversations with 85% resolution "SaaS is dead" narrative: Why enterprise software needs governance, permissions, reliability, not just quick AI code Leading transformation: Year-long journey from lone voice to company-wide quarterly Agent Force Learning Days Process mapping first: Document crown jewel processes to identify pain points before introducing AI Systematic change: Company-wide learning days, mandatory training (100% Agent Blazer status), permission to experiment Practical AI adoption: Landing pages, social automation, Slack summaries, 80% email engagement, plus failed experiments Experimentation culture: Identifying early adopters, showcasing wins, balancing air cover with performance Resources & Links People Mentioned: Marc Benioff - Salesforce CEO & Co-Founder Roby Sharon-Zipser - hipages CEO & Co-Founder Companies & Tools: Salesforce - AI-powered CRM platform Agentforce - Salesforce AI agent platform Trailhead - Salesforce learning platform Fisher & Paykel - Appliance manufacturer Goodyear - Tire manufacturer Remarkable - Digital paper tablet hipages - Online tradie marketplace ChatGPT - AI chatbot Gemini - Google AI assistant Perplexity - AI search tool ElevenLabs - AI text-to-speech AANA - Association of National Advertisers Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter Contact & Credits Host: Shahin Hoda Guest: Leandro Perez Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
	Why Every Marketer Is Already a Prompt Engineer with Rubina Carlson	06 Nov 2025	00:20:53
Marketing at the pace of AI innovation isn't easy, but Rubina Carlson, Head of Marketing at 90 Seconds, has found a way to stay ahead without burning out. In this conversation with host Vinnie Romano, Rubina shares her honest journey from feeling late to the AI party to becoming an AI-first marketer who dedicates one hour per week to systematic experimentation. This episode is packed with practical wisdom for B2B marketers who feel overwhelmed by the rapid pace of AI evolution. Rubina reveals how she carved out time to test tools like Opus Clip, custom GPTs, and Canva Magic, turning weekly pain points into opportunities for AI-powered solutions. She challenges the myth that prompt engineering requires specialists, arguing instead that it's simply about learning to communicate with clarity. Whether you're struggling to justify AI experimentation to leadership or feeling paralysed by the sheer number of tools available, this episode will give you a clear framework to start testing, learning, and integrating AI into your everyday marketing workflow. Guest Introduction Rubina Carlson is a Certified Practising Marketer and Head of Marketing at 90 Seconds, the global platform empowering enterprise brands to create video content at scale. With over 15 years of experience driving growth across tech, tourism, higher education, and agency sectors, Rubina leads data-driven, growth-focused strategies that fuel brand visibility and revenue. Known for her early adoption of social media platforms and now AI, she's at the forefront of marketing innovation, having built internal GPTs and tested a wide range of AI tools to push marketing performance further. Beyond her corporate role, Rubina serves as Director of Digital Adelaide (South Australia's largest marketing conference) and is a key driver of Adelaide's emerging AI events. Key Topics Overcoming "late to the AI party" fears: Transform anxiety into systematic learning One-hour-per-week AI testing: Friday afternoon framework for testing solutions Building custom GPTs: Achieve 80% first-draft quality with brand voice Strategic AI tool testing: Compare tools for real problem-solving vs trends Opus Clip for video repurposing: Transform long videos into social clips Rebecca Webber's AI success: Cut assessment time from 60 min to 30 sec Prompt engineering demystified: Clear communication, not specialist role Navigating AI restrictions: Build business cases when IT blocks tools Resources & Links People Mentioned Stephen Mayall - Growth marketer focusing on AI and agentic workflows Tim Lillyman - Marketing leader at XPON Technologies Group, active in AI and automation Axel Sukianto - B2B SaaS marketer and growth marketing advisor Christopher Chow - Head of Growth Marketing at Smokeball, LinkedIn video creator Rebecca Webber - Literacy leader at the Department of Education, South Australia, developed an award-winning AI assessment tool Simon Sinek - Author of "Start with Why" Companies & Tools 90 Seconds - Rubina's company, a global video creation platform Opus Clip - AI video clipping tool for creating viral shorts from long videos Canva Magic - AI features within Canva for design and content creation Custom GPTs - OpenAI's customisable AI assistants Department for Education, South Australia - Organisation where Rebecca Webber developed an award-winning AI assessment tool Social Media Club Adelaide - Early adopter community mentioned by Rubina Books & Resources "Start with Why" by Simon Sinek Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter Contact & Credits Host: Vinnie Romano Guest: Rubina Carlson Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
	Become the Most Known and Trusted Brand in Your Market With Marcus Sheridan	23 Oct 2025	00:52:23
Marcus Sheridan reveals why most businesses are failing to win trust in an AI-disrupted world, and exactly what to do about it. The bestselling author of They Ask You Answer and Endless Customers breaks down the four pillars of becoming the best-known and trusted brand in your market: saying what others won't say, showing what others won't show, selling differently, and being more human than your competition. From publishing service call data that manufacturers begged his client to hide, generating over $35 million from a single pricing article, Marcus shares real-world case studies that prove radical transparency isn't just good ethics, it's exceptional business. This episode is essential for listening for any founder or marketer who refuses to play it safe. Guest Introduction Marcus Sheridan is a world-renowned communication expert, author, and keynote speaker who has delivered over 750 transformational presentations across dozens of countries. Called a "web marketing guru" by The New York Times and named by Forbes as "1 of 20 Speakers You Don't Want to Miss", Marcus is the author of They Ask You Answer (named "One of the 5 Best Marketing Books of All Time" by BookAuthority) and Endless Customers (a USA Today national bestseller). He saved his swimming pool company, River Pools, from the 2008 crash through radical content marketing, transforming it into the most-visited swimming pool website globally. With over $1 billion in economic impact generated for companies worldwide, Marcus is also the co-founder of PriceGuide.ai, IMPACT, Marcus Sheridan International, and Question First Group. Key Topics The four pillars of trust and why almost no companies consistently say, show, sell, and act more human than their competitors The Yale Appliance case study: How CEO Steve Sheinkopf became the most trusted voice in his industry by publishing service call data that threw major manufacturers under the bus The Big Five content topics: Why cost content is the number one traffic and sales generator, and the five levels of pricing transparency The pricing estimator revolution: Why companies see 300-500% increases in qualified leads overnight, including the Scottish shed company that saw 500% more leads in one weekend AI's massive impact on search: How over 60% of Google searches don't result in clicks, and why YouTube will become more important than your website Building a personal brand: Why trying to look smart destroys credibility, and why knowing who you are is not more important than knowing who you are Resources & Links People Mentioned: Steve Sheinkopf, CEO at Yale Appliance Rory Vaden, Speaker, Author, Co-founder of Brand Builders Group Gary Vaynerchuk (Gary Vee), Entrepreneur, Chairman of VaynerX Seth Godin, Author, Entrepreneur, Marketing expert Companies & Tools: River Pools, Marcus' fiberglass pool manufacturing company PriceGuide.ai, Pricing estimator platform IMPACT, Marketing agency and training company Marcus Sheridan International, Speaking and consulting Question First Group, Sales and leadership training company Books & Resources: Endless Customers by Marcus Sheridan They Ask You Answer by Marcus Sheridan Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter Contact & Credits Host: Shahin Hoda Guest: Marcus Sheridan Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
	Turning Local Wins into Global Influence with Kitty Zhao	09 Oct 2025	00:29:54
In this insightful conversation, Kitty Zhao, Head of Marketing for Adhesive Technologies at Henkel ANZ, shares her proven strategies for putting Australia and New Zealand on the global marketing map. Working for a global organisation with headquarters far from the region, Kitty reveals how she's successfully gained executive visibility, built internal advocates, and implemented innovative marketing approaches that have been adopted across the Asia-Pacific region. This episode is essential listening for any B2B marketer working in a regional market who wants to move beyond execution mode and become a strategic contributor whose voice is heard at the highest levels of their organisation. Guest Introduction Kitty Zhao is a seasoned B2B marketing leader with over 14 years of experience across the manufacturing, mining, automotive aftermarket, and scientific sectors. Kitty brings a strategic lens to every initiative, combining deep expertise in OEM and distribution models with a collaborative leadership style that empowers teams to deliver marketing programs that resonate with customers and drive meaningful business results. Key Topics Why Australian and New Zealand markets risk being overlooked in global decision-making, and how raising your profile ensures local needs are considered proactively. Common mistakes regional marketers make and why you should treat new initiatives like a sales pitch with evidence-based proposals. Pioneering account-based marketing in the mining sector and how this Australian initiative became the pilot program for the entire APAC region. Building internal advocates across technical teams and sales forces, and developing co-branded campaigns with customers. Creating strategic alliances with global colleagues across marketing functions to ensure two-way communication. Leveraging the Australian Institute of Packaging partnership that led to speaking opportunities across Asia-Pacific conferences. How locally-developed initiatives expanded from Australia to Thailand, Indonesia, Japan, and Malaysia. Building trust, demonstrating small wins, and confidently proposing innovative approaches. Resources & Links People Mentioned: Mark Ritson- Marketing professor and founder of Mini MBA in Marketing Natalie Truong- Ex-CMO, Oceania at EY Companies & Organisations: Henkel-Global adhesive technologies company Australian Institute of Packaging-Peak professional body for packaging education in Australasia Courses: MiniMBA in Marketing-MBA-level marketing course Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter Contact & Credits Host: Shahin Hoda Guest: Kitty Zhao Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
	This Is What Product Marketing Actually Is with Kayla Medica	25 Sep 2025	00:34:47
Ever wondered if you might already be a product marketer without knowing it? This episode breaks down one of B2B's most misunderstood roles with someone who literally wrote the book on it. Kayla Medica, Australia's leading product marketing advocate and author of The Mehdeeka Method, sits down with host Vinnie Romano to demystify what product marketers actually do and why they're crucial for proving product-market fit. If you're a marketer feeling stuck between sales enablement and strategic growth, or a founder struggling to translate your brilliant product into clear value propositions that resonate, this conversation will change how you think about marketing's role in driving revenue. Kayla reveals why product marketing might be the missing piece in your marketing strategy—and why understanding it could be the key to unlocking sustainable business growth. Guest Introduction Kayla Medica is the author of The Mehdeeka Method, a book all about establishing product marketing in an organisation including all the tricky bits like wrangling big personalities, as well as a fractional product marketer working with B2B SaaS businesses and startups. Having worked in B2B SaaS for over a decade, she's established product marketing functions at companies like Willow, serves as Head of Programming for Generate Summit, and writes the weekly Mehdeeka newsletter. Key Topics Defining product marketing beyond the buzzwords - Why product marketing isn't just another marketing role and how it bridges the gap between what you build and what customers actually need The product marketer as the "buddy system" to your product - How product marketers change roles throughout a product's lifecycle from concept to sunset, acting as whatever the product needs at each stage Why sales enablement isn't "just" sales enablement - How internal education and getting everyone on the same page about what your product actually does forms the foundation for all other marketing efforts The granular work behind product-market fit - Real examples of how product marketers identify new use cases, expand into new markets, and help businesses understand not just who their customers are, but how they actually use the product Career transition advice for aspiring product marketers - How to identify if you're already doing product marketing work and what skills transfer from traditional marketing roles The collaboration imperative - Why product marketing success depends on working across teams (sales, product, customer success) and being the person who brings solutions, not just problems Product marketing as a business growth lever - How understanding and maintaining product-market fit becomes crucial for sustainable business growth and why business leaders should care about this function The Australian product marketing landscape - Why the role is newer in Australia compared to the US and how the local market is evolving Resources & Links Books Mentioned: The Mehdeeka Method by Kayla Medica - A step-by-step guide to establishing product marketing within organisations Listen Like You Mean It by Ximena Vengoechea - About conducting interviews and listening skills for product marketers Talk to Me by Dean Nelson - A journalist's guide to asking better questions Communities & Resources: Generate Summit - Australia and New Zealand's leading B2B marketing community Mehdeeka Newsletter - Kayla's seasonal newsletter on B2B SaaS marketing People Mentioned: Axel Sukianto - Co-founder of Generate Lara Vandersluis - Generate community organiser Kaylee Liu Generate community organiser Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter Contact & Credits Host: Vinnie Romano Guest: Kayla Medica Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
	Busting the Myths of APAC Expansion with Victoria Sampson (McCafferty)	11 Sep 2025	01:01:54
In this episode, we dive deep into the complexities of building growth strategies across APAC with Victoria, who leads marketing for Thomson Reuters across an enormous remit spanning from Africa and the Middle East through to Japan and New Zealand. Victoria shares why expanding into APAC is fundamentally different from other regions, dispels common myths about APAC markets, and reveals how sophisticated buyers in these geographies are driving the future of B2B technology adoption. The conversation explores everything from the nuanced approach needed for different markets like Japan's trust-building requirements versus the rapid innovation appetite in Southeast Asia, to how geopolitical shifts create both opportunities and challenges. Victoria also shares her approach to creating bespoke research that serves as both thought leadership and demand generation, demonstrating how to move beyond traditional marketing tactics to become a true business growth driver. Guest Introduction Victoria Sampson (McCafferty) is a seasoned marketing leader with over 15 years of experience driving growth across Asia-Pacific. As CMO APAC at Thomson Reuters, she leads a diverse regional team, combining data, technology, and customer insight to design demand generation programs that deliver measurable impact. Passionate about understanding buyer behavior, she believes the best marketing comes from truly knowing the customer—what they value, how they operate, and when to reach them. Throughout her career, she has been proud to build inclusive teams, champion an ethical, people-first culture, and position marketing as a precision growth engine that bridges business goals with customer needs in meaningful ways. Key Topics Why APAC expansion is different: Cultural practices, timing (e.g., Eid in Middle East), and diverse innovation drivers require long-term commitment (6–24 months depending on market). APAC myths debunked: Markets are often more advanced than US/EU in tech adoption, with larger buying groups and 70% of the journey completed digitally before first contact. The “gateway market” trap: Limiting operations to Singapore and Australia misses growth in China, Japan, Korea, India, and Southeast Asia. Content as advantage: Bespoke research and executive interviews drive both client retention and sophisticated demand generation. The 70-30 localisation rule: 70% of marketing scales regionally; 30% needs localisation around culture, channels, and geography. Channel diversification: WeChat dominates China, Naver in Korea, WhatsApp is rising in B2B, while Japan’s B2B sees low social media impact and declining email effectiveness. Marketing as advisory: Shift from traditional roles to driving business growth with analytics, strategy, and client-centric positioning. Future of B2B marketing: AI handles execution; human skills in messaging, buyer understanding, and connection become key — a return to the “art” of marketing. Resources & Links People Mentioned Professor Scott Galloway - Recommended resource for business insights and content Shahin Hoda LinkedIn Profile Alexander Hipwell LinkedIn Profile Companies & Tools Discussed Thomson Reuters - Victoria's employer Bombora - Intent data platform mentioned 6Sense - ABM software platform Canva AI - Content creation tool Tableau - Data analytics and reporting Events & Programs Synergy - Thomson Reuters' flagship client event series (Australia, Dubai, Singapore, Tokyo) Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter Contact & Credits Host: Shahin Hoda Guest: Victoria Sampson (McCafferty) Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
	Cracking the ABM Code: 6 Years of Refinement with Stuart Matthewman	28 Aug 2025	00:56:41
In this episode, we delve into the world of Account-Based Marketing (ABM) with Stuart Matthewman, who shares the hard-won lessons from IR’s six-year journey with ABM. From early failures and misalignment issues to achieving an incredible 80X return on marketing spend, Stuart reveals the critical importance of sales and marketing alignment. He provides a detailed blueprint for implementing a successful ABM program. This episode is packed with actionable insights for B2B marketers looking to move beyond traditional lead generation tactics and build sustainable revenue growth through strategic account targeting. Guest Introduction Stuart Matthewman joined IR in 2014 and was promoted to CMO in 2022, having risen through the ranks and strengthened the marketing function. Under his leadership as CMO, he has been a key contributor to IR's remarkable growth, driving a 132% increase in revenue, a 289% growth in EBITDA, and a complete overhaul of the global marketing team. Stuart is a B2B CMO of the Year Finalist for 2025 and brings extensive experience leading global marketing teams across ASX-listed technology companies. Key Topics The early ABM struggles: Why IR's initial attempts at account-based marketing failed over six years, including issues with sales alignment and over-personalisation too early The turning point: How bringing in new sales leadership and rebranding ABM as "Account Based Everything" (ABE) transformed their approach and results The 12-16 week ABM process: A detailed breakdown of IR's structured approach, from pre-warming accounts to SDR activation and sales follow-up sequences Sales and marketing alignment: Practical strategies for getting sales teams fully bought into ABM programs and maintaining consistent execution SDRs under marketing: Why IR moved their SDR function from sales to marketing and the benefits this structure provides for ABM execution Measuring ABM success: How IR tracks progress without traditional MQL metrics and focuses on account engagement and pipeline generation AI integration: Current experiments with AI to automate and scale ABM activities while maintaining personalisation Branding evolution: IR's journey from "Integrated Research" to "IR" and the market research that guided their brand consolidation strategy Resources & Links People Mentioned: Stuart Matthewman - CMO, IR Byron Sharp - Director, Ehrenberg-Bass Institute Professor Jenni Romaniuk - Associate Director, Ehrenberg-Bass Institute Mark Ritson - Marketing Professor and Mini MBA Founder Kerry Cunningham - 6Sense ABM Expert Kim Scott - Author of "Radical Candor" John Lombardo - B2B Institute (LinkedIn) Companies & Tools: IR (Integrated Research) - Performance monitoring software for critical IT infrastructure Ehrenberg-Bass Institute - World's largest centre for marketing research 6Sense DemandBase Books & Resources: "How Brands Grow" - Byron Sharp "How Brands Grow Part 2" - Byron Sharp and Jenni Romaniuk "Radical Candor" - Kim Scott "Better Brand Health" - Jenni Romaniuk "Building Distinctive Brand Assets" - Jenni Romaniuk Women in Product Marketing Podcast Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter Contact & Credits Host: Shahin Hoda Guest: Stuart Matthewman Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
	Stop Calling Everything Go-to-Market: Why It's Lost All Meaning with Melinda Stuart	14 Aug 2025	00:23:45
In this episode, Vinnie sits down with ABM marketing expert Melinda Stuart to tackle one of B2B marketing's most misunderstood concepts: go-to-market strategy. What starts as a discussion about business language misuse quickly evolves into a deeper conversation about how marketers can remain strategically relevant in an AI-driven world. Melinda breaks down why go-to-market has become a buzzword that's lost its true meaning, and shares practical advice for B2B marketers who want to move beyond tactics to drive real organisational alignment. This episode is essential listening for anyone tired of seeing "go-to-market" slapped onto job titles without the strategic foundation to back it up. Guest Introduction Melinda Stuart is Enterprise Marketing Lead at Optus and a Marketing and Communications Leader with extensive experience in global and APAC markets. With over two decades of international experience and more than ten years in the technology sector spanning cloud, communications, and software, Melinda has successfully shaped go-to-market strategies across various new territories and verticals. She's worked in both agency and client-side roles, including previous positions at Macquarie Telecom and InterSystems, and serves as an advisor to organisations of varying sizes, particularly within the technology space. Key Topics The real definition of go-to-market strategy – Why it's a cross-functional, organisational approach, not just a marketing function Why marketers are taking on GTM responsibility – The rise of growth marketers and how stakeholder fatigue leads to siloed decision-making The critical question every marketer should ask – "Who do I need to get in a room?" before taking on go-to-market responsibilities Strategy vs tactics in the age of AI – How the abundance of marketing tools is creating more tacticians than strategists Social selling as part of account-based marketing – Using executive branding and authentic content to demonstrate growth within target accounts Staying relevant in an AI world – Why human strategic thinking remains the competitive differentiator for the next decade The importance of cross-functional collaboration – Breaking out of the marketing corner to ask questions and align with other teams Resources & Links Vinnie's article in Mediaweek: Stop selling tactics as strategy: The dangerous misuse of business language Adam Turinas – Healthcare ABM specialist and founder of Health Launchpad Dr Catherine Ball – Futurist, Associate Professor at Australian National University, and author of "Converge" Vinnie Romano on LinkedIn – Host and executive branding specialist Melinda Stuart on LinkedIn – Guest and Enterprise Marketing Lead at Optus Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter Contact & Credits Host: Vinnie Romano Guest: Melinda Stuart Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
	Building Global Marketing from APAC: Lessons from Airwallex's Jon Stona	31 Jul 2025	00:31:49
Join us for an insightful conversation with Jon Stona, who leads marketing at Airwallex, one of the fastest-growing fintechs in the world. Operating across 130+ markets from their Singapore headquarters, Jon shares how they've built a modern marketing organisation that balances global consistency with local authenticity. From the critical importance of product marketing to bold brand moves like their McLaren F1 partnership, this episode explores what it takes to scale marketing in the fintech space while challenging traditional B2B playbooks. Key Topics Covered Global Marketing Architecture Why Airwallex chose to build their marketing function from APAC rather than traditional hubs like Silicon Valley The strategic advantage of hiring talent familiar with fragmentation and global trade Managing distributed teams across multiple time zones and regions Product Marketing as Foundation Why product marketing is the most under-invested function in marketing Jon's goal to grow product marketing to 10% of the marketing organisation The four-dimensional coverage model: product suites, geography, industry verticals, and competitive intelligence Brand Building in Fintech The trust equation: reliability + credibility + intimacy - self-orientation How the McLaren F1 partnership addresses all four trust components Measuring brand impact through awareness surveys, pipeline metrics, and employee sentiment AI and Marketing Evolution Practical AI implementations using tools like Writer and Profound The paradigm shift in SEO and content strategy Why AI advancement might make first-principles marketing even more important Notable Quotes "You're not marketing to business decision makers. You're marketing to humans who happen to make business decisions." "If your core is strong, even as a human being, then the rest tends to get strength from that." "Data is important, but data should not override common sense." "Never lose sight of first principles... all good marketing starts with good insight." Key Takeaways Geography isn't destiny - Core marketing capabilities matter more than location when scaling globally Product marketing is critical - It's the foundation that makes all other marketing efforts effective Trust is multi-dimensional - Especially in fintech, building trust requires a strategic approach across multiple touchpoints Human connection wins - Even in B2B, you're ultimately marketing to humans, not businesses Bold moves differentiate - In a crowded market, calculated risks and creative approaches cut through the noise Rapid Fire Insights Must-read resource: "Nudge" - behavioural economics and decision-making Key advice: Don't get trapped doing the same playbook everyone else uses What excites him most: The transformational potential of B2B marketing beyond marginal gains Guest Bio Jon Stona leads global marketing at Airwallex, a fintech unicorn that has grown from a Melbourne coffee shop startup to serving customers across 130+ markets. Based in Singapore, Jon oversees marketing strategy for one of the world's fastest-growing financial infrastructure platforms, with a focus on building product marketing capabilities and bold brand initiatives that challenge traditional B2B conventions. This episode is perfect for marketing leaders looking to scale globally, fintech professionals interested in brand building, and anyone curious about the future of B2B marketing in an AI-driven world.
	How to Build a Personal Brand Without Losing Your Mind with Caleb Ralston	17 Jul 2025	00:46:45
In this conversation, Caleb Ralston discusses the intricacies of personal branding and content creation, emphasising the importance of sustainability and authenticity. He critiques the common advice of niching down, arguing that it can lead to creator burnout and audience fatigue. Instead, he advocates for a broader approach that allows for personal interests to be integrated into content. Caleb also shares insights on starting a personal brand, the significance of clarity in branding, and the importance of hiring strategically to address content creation bottlenecks. He highlights the need for data-driven strategies and the value of case studies in building trust with audiences. The discussion concludes with rapid-fire questions that encapsulate Caleb's philosophy on personal branding in the age of AI. Takeaways: Niching down can lead to creator burnout. Sustainability in content creation is crucial. Be authentic to avoid losing trust with your audience. Hiring should address specific bottlenecks in content creation. Views are important, but conversions matter more. White papers can be effective if they contain relevant information. Building personal brands within organisations can enhance trust. Picking an ideology as an enemy can be more effective than targeting individuals. Clarity in branding helps guide content strategy. Integrating personal interests into content can keep creators engaged. Caleb is a brand strategist, content producer, and creator mentor who’s worked with names like Gary Vaynerchuk, Leila & Alex Hormozi, and other leading voices in entrepreneurship. He now helps founders and creators scale content in a way that’s sustainable, strategic, and honest. Follow Caleb on: YouTube: @calebralston LinkedIn: Caleb Ralston Instagram: @calebralston Twitter / X: @calebralston Resources Mentioned: YouTube: How to build a brand - Full course Workbook download Gary Vaynerchuk – Crush It Patty Galloway Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter
	How Marketing Can Own Go-to-Market (Instead of Just Supporting Sales)	03 Jul 2025	00:38:10
Tired of being seen as sales support? David Heyworth reveals how marketing leaders can break free from the order-taking trap and own the entire go-to-market motion. From building sales discovery teams that report to marketing to creating personalised experiences that win enterprise deals, David shares battle-tested strategies for transforming marketing from a cost centre into a revenue-driving growth engine. Discover how shifting the focus from lead generation to revenue unlocks more strategic impact, strengthens alignment with sales, and drives meaningful growth through account-based selling. Key Takeaways Stop talking leads, start talking revenue - Frame your impact as "$1M in pipeline opportunities" not "100 MQLs generated" Own the sales discovery process - Build SDR teams that report to marketing for full funnel control Be in the room where it happens - Get marketing into weekly sales meetings as strategic partners, not vendors Account-based selling beats ABM - Focus on "us" outcomes, not just marketing campaigns Listen with intention - Use "two ears, one mouth" to gather sales intelligence and customer insights Prove your model first - Start with sales champions, show results, then scale across the organisation Customer intimacy is your B2B superpower - Direct customer engagement beats digital analytics every time AI is your wingman, not your replacement - Use it to scale content creation and personalisation efforts Memorable Moments The "crickets" story: How poor event execution taught valuable lessons about sales alignment The Defence Coin case study: Creating meaningful, personalised experiences that cement relationships The conversion breakthrough: How rapid response transformed lead quality Who Should Listen: Marketing leaders frustrated with being seen as support functions, CMOs looking to drive revenue ownership, and anyone struggling with sales-marketing alignment in complex B2B environments. Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter
	From Growth Colony to APAC's B2B Growth Podcast: Here's what's changing	02 Jul 2025	00:03:06
Welcome to a special programming note! After taking a short break to refresh and refine our approach, we're excited to announce the relaunch of our podcast with some significant improvements. What's New: Brand clarity - We've simplified our name from "Growth Colony: APAC's B2B Growth Podcast" to "APAC's B2B Growth Podcast." Streamlined format - We've tightened up our introductions and optimised our question structure to create a smoother conversation flow that gets straight to the valuable insights you're here for. Enhanced production - You'll notice updates to our music, overall look and feel, and general production quality. Deeper episodes - We're moving from weekly to fortnightly releases, allowing us to invest more time and effort into each conversation to deliver higher-quality content. What Stays the Same: Our commitment to bringing you actionable B2B growth insights from leading voices across the Asia-Pacific region remains unchanged. Got feedback? We'd love to hear your thoughts on the changes. Drop us a line at podcast@xgrowth.com.au Thanks for being part of our journey - here's to the next chapter of APAC's B2B Growth Podcast!
	Growth Colony Announcement	29 Apr 2025	00:04:05
We'll be going on a 4-week break! For 5 years it's been go, go, go, so this break will allow us to take a step back and create more awesome content for you. But whether you're an OG follower or new to the party, here are 3 episodes we think you should check out. Unlocking Company Growth in the B2B Landscape with Sean Ellis How to Think Remarkable in B2B Marketing with Guy Kawasaki Strategies to Achieve More with Less Is there someone you'd love for us to interview? Or, have a topic that you want us to cover? Reach out to Shahin Hoda on LinkedIn, or email us at podcast@xgrowth.com.au. Any other thoughts? Let us know! _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. Think you'd be a great guest? Fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth
	From Hospitality to Marketing: What B2C Can Teach Us About B2B	23 Apr 2025	00:36:18
Vinnie chats with a marketer who didn’t start her professional career in marketing but in hospitality. Now Marketing Manager at Logicalis, Morgan Wilkinson, shares with us her hospitality experiences that have shaped her entire approach to B2B. 🎥 Prefer to watch the conversation? We've got a link for you: https://youtu.be/iY1yaAORv-Y From navigating customer complaints to helping a guest land a job (thanks to an emergency hotel tie!), this episode also covers... What fear has to do with campaign strategy How understanding the customer’s “worst possible outcome” can align marketing and sales Why stakeholder relationships (even one-on-one) can create powerful ripple effects About Morgan... Morgan is an accomplished marketing manager with a unique background that spans hospitality, office management, and marketing. Early in her career, Morgan developed a deep passion for creating memorable experiences. With a strong talent for building meaningful relationships and effective stakeholder management, she thrived in the hospitality industry, fostering connections that drove both customer satisfaction and positive business outcomes. After taking on an Office Manager role during the 2020 lockdowns, Morgan jumped at an opportunity to assist the marketing team during office closures and quickly discovered a genuine love for marketing. This newfound passion allowed her to work closely with internal sales and delivery teams, as well as partners and customers, leading to a smooth transition into a full-time marketing role. Today, Morgan is dedicated to creating impactful campaigns that reflect her passion for delivering exceptional experiences. She leverages her background in hospitality to craft campaigns that not only engage customers but also foster positive interactions and support for her internal team, external partners, and customers alike. Resources mentioned in this episode: Boundaries - Henry Cloud & John Townsend _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/ Hosted & Produced by Vinnie Romano, Allysa Maywald & Alexander Hipwell, from xGrowth. 🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth
	How to Market to the Mining Sector	16 Apr 2025	00:43:34
How do you market to someone who doesn’t even know what they’re looking for yet? That’s the challenge with the mining industry, and we’re unpacking it all in this episode with Alex Lloyd, Head of Marketing for Advanced Navigation. 🎥 Prefer to watch the conversation? We've got a link for you: https://youtu.be/bm3QGZPpfRc From focusing on storytelling, to navigating complex stakeholder networks, and building account-level influence in one of the toughest B2B sectors out there, this episode also covers... Moving from product-led to value-led marketing Understanding the importance of Category Entry Points (CEPs) How to identify and speak to customer pain points that actually drive action Using content, humour, and empathy to win over mining giants like BHP and Rio Tinto And, why scoring accounts is critical in long-game industries (not just leads) _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. 🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth
	REBROADCAST \| EP #175: Implementing Brand Experience Into ABM Programs	09 Apr 2025	00:32:34
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 and open companies, including ServiceNow, Google, Red Hat, and IBM. She and her team established and spearheaded marketing strategies and execution for these companies' top strategic accounts and fuelled multi-million pipeline and revenue growth for the Asia Pacific region. When she isn’t thinking about marketing strategies for her portfolios, Christine loves exploring culinary treats in Singapore or around the world during her travels. She is fascinated with what the different cultures have on offer and appreciates the richness of diversity. Resources mentioned in this episode: Who Says Elephants Can't Dance? - Louis Gerstner _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. 🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth
	AI, Alignment & Innovation: The B2B Strategy Behind Twilio’s Regional Success with Nicholas Kontopoulos	02 Apr 2025	01:09:59
"Innovation isn’t about shiny campaigns. It starts with people, process, and purpose." Joining us for a second time on the podcast is Nicholas Kontopoulos, VP of Marketing APJ at Twilio. We explored what real innovation looks like, how to align marketing and sales in global teams, and how Nicholas uses AI. 🎥 Prefer to watch the conversation? We've got a link for you: https://youtu.be/9btCAubJnT0 This episode covers... How Twilio’s APJ team is shaping their global strategy Nicholas’ formula: OP + NT = EOP What it means to be “AI Ready” Why transparency is just as important in the industry today About Nicholas... 'Customer Experience' is more than marketing fluff; “it's a core business ideology that needs to be at the heart of everything we do professionally”. Nicholas believes that both 'People' and the 'Promises' we make are at the very heart of a Brand - be that the Brand we work for or our very own Personal Brand. He is passionate about challenging the 'status-quo' and 'management dogma' that stifles the creative thinking process that's paramount to delivering fantastic customer experiences. Nicholas is continually striving to harness his 30+ years of professional experience, which he built across multiple industries and geographies, to develop innovative and viable business strategies for both the enterprise he works for and the great clients he gets to serve as VP of Marketing, APJ, at Twilio. _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. 🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth
	Mark Ritson on Personal Branding, B2B Marketing and His Journey with Mini MBA	26 Mar 2025	00:59:31
Joining Shahin and Vinnie is marketing legend, Mark Ritson, Founder of the Mini MBA. From almost buying Kylie Minogue's house, to consulting, and building a global brand, Mark shares with us the journey of his Mini MBA. 🎥 Prefer to watch the conversation? We've got a link for you: https://youtu.be/FEVkez18g44 This episode also covers... Why small brands struggle Why "trust" doesn't actually matter for strong branding How pricing is the real key to profit (not revenue) The 95-5 rule Why salespeople should not create content (and who should) Mark's take on personal branding About Mark... Mark has a PhD in Marketing and spent 25 years working as a marketing professor. He was an Assistant Professor at London Business School and the University of Minnesota, an Associate Professor and then Adjunct Professor at Melbourne Business School, and Visiting Professor at MIT and SMU. He’s also worked as a global brand consultant for clients that include Baxter, Loewe, McKinsey, Subaru, Donna Karan, Westpac, Shiseido, Flight Centre, Johnson & Johnson, De Beers, Sephora, Benefit, Amgen, Ericsson, Penfolds, Jurlique, Cloudy Bay and WD40. For thirteen years, Mark served as the in-house brand consultant for LVMH - the world's largest luxury group - working in Paris with senior executives from brands like Louis Vuitton, Dom Perignon and Hennessy. He’s been a columnist for 20 years, writing a weekly column for Marketing Week. On five occasions, he’s been voted Columnist of the Year at the PPA Press Awards, the highest award for magazine journalism in the UK. Mark’s also been the British Society of Magazine Editors Business Columnist of the Year in 2018, 2022 and 2023. More scholarly publications include articles in the Sloan Management Review, Harvard Business Review, the Journal of Advertising and the Journal of Consumer Research. These days, Mark focuses on his Mini MBA courses at his home base in Tasmania. _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/ Hosted & Produced by Shahin Hoda, Vinnie Romano, Allysa Maywald & Alexander Hipwell, from xGrowth. 🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth
	Predicting the Unpredictable: AI and the Future of Risk Management	19 Mar 2025	00:37:52
Every day, the macro environment continues to shift. Geopolitical conflicts disrupt supply chains, economic shifts shake industries, and new business pressures emerge overnight. So we spoke with General Manager of Factiva, Traci Mabrey, who shared how AI is transforming risk management. 🎥 Prefer to watch the conversation? We've got a link for you: https://youtu.be/9gwL9GMrqKI This episode covers... The biggest risks businesses should be tracking right now How predictive AI is helping companies see risk before it happens A real-world example of how an oil company avoided massive losses Why tariffs, supply chains & compliance are the next big things you should keep an eye on How financial services shaped modern risk management The practical steps businesses must take now to protect their future About Traci... Traci Mabrey is General Manager of Factiva, a business intelligence platform owned by Dow Jones. She has commercial oversight for the Factiva portfolio and since joining Dow Jones has led the strategic reimagination of the Factiva experience for the next generation of decision-makers. She is also tasked with infusing AI into the entire Dow Jones portfolio, starting with financial products. Traci has deep expertise in financial services technology and wealth management. Previously, she was the head of wealth solutions, global technology and operations for Broadridge Financial Solutions, where she governed a suite of top-tier wealth management and market data solutions. As a recognised thought leader and content contributor, Traci is a frequent speaker at industry events and an author of several articles and white papers. She lives in New York and is active in professional women’s organisations, as well as nonprofits committed to financial coaching and skill-building for the next generation. Resources mentioned in this episode: Letters to a Young Poet Satya Nadella Christina Brady _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. 🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth
	What You Need to Know About Brand Crisis Management	12 Mar 2025	00:28:24
What does a brand crisis look like? In an ever-changing industry, anything can happen, so it helps to be prepared for whatever, whenever. So that's why we sat down with CMO of Packserv Australia, Julia Casey, to chat about how businesses can effectively manage their brand to prepare for, and rise from, a brand crisis. This episode covers... What can cause a brand crisis? What businesses have risen from a brand crisis, and how did they do it? What does proactive crisis management look like? Marketing’s role in crisis management About Julia... Julia brings over 20 years of experience in senior marketing roles, leading global teams across manufacturing, data management, and logistics. As the CMO of Packserv, she specialises in brand differentiation and positioning in highly competitive markets. Her expertise in driving business growth has earned her multiple marketing awards. Julia is currently completing a PhD at Macquarie University and holds a Master of Research (High Distinction), a Bachelor of Business Studies (Marketing), and a Bachelor of Health Science. She is also a published author in the Journal of Consumer Behaviour. Resources mentioned in this episode: 18 Minutes - Peter Bregman Greg Kihlstrom Seth Godin _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. 🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth
	How AI Can Close a Complex B2B Deal with Amanda Kahlow	05 Mar 2025	00:32:44
"What buyer actually wants to talk to a salesperson?" That's what Amanda Kahlow, CEO & Founder of 1mind, asked Shahin in this AI versus Sales chat. Find out how Amanda closed a $200,000 deal with the help of AI and why she thinks AI can completely take over the sales cycles with no human involved. 🎥 Prefer to watch the conversation? We've got a link for you: https://youtu.be/WflyXGLcjz0 This episode covers... Why AI Agents that do the small, simple tasks don't move the needle. What jobs will be obsolete and what new jobs will emerge? What will happen to the human relationship during the buying cycle? The next wave of AI (fully autonomous buying and selling) About Amanda... Amanda Kahlow is a visionary entrepreneur and a pioneer in AI-driven sales transformation. As the CEO and Founder of 1mind, she is redefining the future of B2B go-to-market strategies by replacing and enhancing sales teams with AI superhumans—intelligent, human-like AI agents that engage prospects, qualify leads, and close deals with unparalleled efficiency. A seasoned leader in the AI and SaaS space, Amanda has a track record of building category-defining companies. Prior to 1Mind, she was the founder and CEO of 6sense, where she spearheaded the account-based marketing (ABM) movement, leveraging AI to revolutionise B2B demand generation and predictive sales. Under her leadership, 6sense became an industry leader, fundamentally changing how enterprises identify, engage, and convert high-value accounts. Amanda’s leadership is fueled by a mission to create technology that drives efficiency and innovation while elevating the human experience. She continues to push the boundaries of AI and go-to-market strategy, helping enterprises navigate the new era of intelligent revenue growth. Resources mentioned in this episode: The Greatest Salesman in the World - Og Mandino Y Combinator Podcast Lenny's Podcast _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. 🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth
	Stand Out in B2B Marketing With Get Different's Mike Michalowicz	26 Feb 2025	00:24:01
Standing out isn't just about being "the best" - it's about being different. And no one knows how to "Get Different" than no other than bestselling author and marketing guru, Mike Michalowicz. 🎥 Prefer to watch the conversation? We've got a link for you: https://youtu.be/4zPDm1f4gVE This episode covers... From finding out why he wrote his book, Get Different, to tactics on how you can stand out, we also dived into... How to use his DAD framework for marketing - Different, Attractive, and Direct The challenges small businesses face when trying to get noticed Building an Attention Plan over a Marketing Plan What the ideation process looks like About Mike... Mike Michalowicz is the entrepreneur behind three multimillion-dollar companies and is the author of several business books, including Profit First, Clockwork, The Pumpkin Plan and his newest book, All In. Mike is a former small business columnist for The Wall Street Journal and business makeover expert for MSNBC. He regularly travels the globe as an entrepreneurial advocate Resources mentioned in this episode: Mike's Website The World Almanac and Book of Facts The Go-Giver - Bob Burg Brainfluence - Roger Dooley FRICTION - Roger Dooley The One Thing - Jay Papasan & Gary Keller Malcolm Gladwell _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. 🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth
	The Marketing Fundamentals With Bob Hoffman	19 Feb 2025	00:45:58
What's it like to chat with the Ad Contrarian, Bob Hoffman? You're about to find out, as we get down to business discussing hypocrisy and the fundamentals in the marketing and advertising industry. 🚨 This episode uses explicit language 🚨 🎥 Prefer to watch the conversation? We've got a link for you: https://youtu.be/OAHVU-MWFDg This episode covers... Making an impression The importance of being skeptical Building your brand and His book, The Three Word Brief About Bob... Bob is a writer and speaker. He has written seven books about advertising, each of which has been an Amazon #1 seller. Before leaving the advertising business, Bob had been the chief executive of two independent ad agencies, and the US operation of an international agency. Bob's blog, The Ad Contrarian, was named one of the world's most influential marketing and advertising blogs by Business Insider. His commentary has appeared in the BBC World Service, The Wall Street Journal, The New York Times, MSNBC, The Financial Times, The Australian, New Zealand Public Broadcastng, Fox News, Sky News, Forbes, Canadian Public Broadcasting, and many other news outlets throughout the world. Bob has served on the boards of the Advertising and Marketing International Network, the Foundation for Osteoporosis Research and Education, and the PGA Foundation of Northern California. He spent one year as Special Assistant to the Executive Director of the California Academy of Sciences. Resources mentioned in this episode: The Ad Contrarian Newsletter The Three Word Brief - Bob Hoffman The Long and Short of It - Les Binet & Peter Field A Complete Unknown - Film People to watch in the space: Dave Trott Mark Ritson Byron Sharp Karen Nelson-Field Orlando Wood Brian Jacobs _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. 🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth
	How ABM Can Help With Sales and Marketing Alignment	12 Feb 2025	00:50:42
Join Vinnie and his chat with Head of Marketing for ANZ, and ESG Specialist of OneAdvanced, Brynne Beetge, to uncover how ABM can bridge the gap between Sales and Marketing. This episode also covers... The importance of relationship building in all roles How to deal with rejection as a salesperson and marketer Why Environmental, Social & Governance (ESG) is important About Brynn... Brynn Beetge is the Head of Marketing for Australia and New Zealand and an ESG Specialist, with over a decade of leading marketing across consulting services, SaaS, financial services, commercial real estate, and renewable energy. He specialises in driving brand growth, partnerships, and ESG integration through ABM, channel partnerships, brand management, and PR. Holding a diploma in ESG, Brynn is passionate about leading teams and using data-driven insights to optimise growth and brand positioning. With extensive experience in stakeholder management and leadership, he drives strategic relationships to support sustainable growth. Resources mentioned in this episode: Produce Marketing Alliance Fiona Tipping Serena Leith _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/ Hosted & Produced by Vinnie Romano, Allysa Maywald & Alexander Hipwell, from xGrowth. 🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth
	Building a Bulletproof Digital Marketing Plan	05 Feb 2025	00:39:53
Shahin is joined by CEO of VOLTAGE, Corey Morris, to discuss his book, The Digital Marketing Success Plan and the creation of Corey's START framework. This episode covers... How to avoid misalignments Large Language Models (LLM) and SEO How to build a solid strategy for your tactics to actually work Impostor syndrome and the future of AI About Corey... Corey is author and founder of Digital Marketing Success Plan™ and the President/CEO of VOLTAGE digital agency. He has spent 20 years working in strategic and leadership roles focused on growing national and local client brands with award-winning, ROI-generating digital strategies. His industry leadership, client success, and community-focused work made him recipient of the KCDMA 2019 Marketer of the Year award. In addition to leading VOLTAGE, he has served as an officer on the global trade association board. He also previously led a local initiative in Kansas City founding the KC Search Marketing Conference and prior to that co-hosted a local marketing and tech radio show. He is currently a contributor to Search Engine Journal, Search Engine Land and Forbes, among other publications. He speaks throughout North America on SEO and digital marketing topics including at SMX and Digital Summit events. Corey has created the START Planning process featured in his new Amazon best-seller book, the Digital Marketing Success Plan which you can find at thedmsp.com. Resources mentioned in this episode: Sell with Authority Podcast Rand Fishkin Wil Reynolds _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. 🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth
	Composable Stacks and AI Agents: What’s Next for B2B Marketers? with Scott Brinker	22 Jan 2025	00:44:07
Shahin is joined by VP of Platform Ecosystem at HubSpot and the man behind the MarTech 5000 supergraphic, the Godfather of MarTech, Scott Brinker. This episode covers... Composable tech stacks The role of AI Agents in workflows ‘Service as a Software’ (not your usual SaaS model) And the future for marketers in this space About Scott... Scott Brinker, dubbed the "Godfather of MarTech" by AdAge, has been analysing marketing technology and its impact on marketing organisations for more than 16 years as the editor of the chiefmartec.com blog. He serves as VP Platform Ecosystem at HubSpot, helping to grow and nurture the company's community of technology partners. He also authored the best-selling book Hacking Marketing and co-authored the recent best-seller The New Automation Mindset. Resources mentioned in this episode: Ethan Mollick OfferFit _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. 🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth
	Balancing Sales and Marketing for Growth in the APAC Region	08 Jan 2025	00:35:36
Shahin is joined by ANZ Regional VP of LogicMonitor, Caerl Murray, to chat about the nuances of developing a go-to-market strategy in ANZ as well as how to approach building a strong, successful team. This episode also covers... How to achieve messaging alignment between marketing and sales teams How to stand out to your customers And how team sport can help you approach business resilience and motivation About Caerl... Caerl Murray is an accomplished technology leader with over 20 years of experience in IT operations, cloud computing, and sales management across various industry verticals. Currently serving as the ANZ Regional Vice President at LogicMonitor, he is responsible for driving business operations and strategic growth in the region. Under his leadership, LogicMonitor’s observability platform empowers organisations to enhance visibility across their technological landscapes, enabling them to focus on innovation rather than troubleshooting. Prior to this role, Caerl was the ANZ Sales Director at Alibaba Cloud, where he led a team dedicated to helping customers navigate the cloud ecosystem, particularly in Asia and China. His extensive experience also includes serving as National Sales Manager at Ricoh IT Services, where he managed a team of 16 sales professionals, focusing on strategic planning and business growth. With a Bachelor of Economics from the University of Sydney and a Graduate Certificate of Management from the Macquarie Graduate School of Management, Caerl combines academic expertise with practical experience. His career is marked by a commitment to customer success and a passion for leveraging technology to drive business results. Resources mentioned in this episode: Mindset - Carol Dweck The Brutal Truth - Brian Burns _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. 🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth
	Rebroadcast \| EP #204 Jay Baer: How to Accelerate B2B Success	01 Jan 2025	00:49:43
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 Jay A 7th-generation entrepreneur, Jay has written 7 bestselling business books, and created 6 multi-million dollar companies. He has consulted for more than 700 brands, including Nike, Oracle, IBM, and the United Nations. An inductee into the professional speakers hall of fame, Jay was voted the world’s #1 Global Guru for online marketing, and #2 Global Guru for customer experience. In his spare time, he is the second most-popular tequila influencer and educator on the planet. Resources mentioned in this episode: Procrastinate on Purpose - Rory Vaden The Time to Win - Jay Baer Tequila _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. 🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth
	Rebroadcast \| EP #201 Marc Washbourne: How to Acquire Enterprise & Move Up Market	30 Dec 2024	00:53:46
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 1999. With over 25 years of leadership in business and technology, Marc is responsible for shaping ReadyTech’s strategy and vision for excellence – guiding a team of 500+ ReadyTechers, delivering mission-critical technology solutions to 4,600+ customers. Recognised for his expertise, in 2020 Marc also joined the board of the Federal Government’s Digital Skills Organisation, with a focus on advocating for digital skills in Australia and contributing to Australia's Skills Reform agenda. Outside of work, Marc enjoys spending time with his wife and teenage children, and staying (very) active. He’s completed the 100km Trailwalker event five times and helped to raise over $100,000 for Oxfam, and in 2023 he also led an expedition to Mount Everest Base Camp to raise funds for Pankind, the pancreatic cancer foundation. Resources mentioned in this episode: 20VC Podcast All-In Podcast The Rest Is Politics Drive - Daniel Pink Elon Musk - Walter Isaacson Going Infinite - Michael Lewis _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. 🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth
	Rebroadcast \| EP #207 Guy Kawasaki: How to Think Remarkable	25 Dec 2024	00:57:51
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 written The Art of the Start 2.0, The Art of Social Media, Enchantment, and twelve other books. Kawasaki has a BA from Stanford University, an MBA from UCLA, and an honorary doctorate from Babson College. Resources mentioned in this episode: Think Remarkable - Guy Kawasaki Guy Kawasaki's Remarkable People If You Want to Write - Brenda Ueland David Aaker _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. 🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth
	Rebroadcast \| EP #196 Joerg Klueckmann: Stop Being Just a Data-Driven Marketing	23 Dec 2024	00:30:59
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, simplicity and the courage to be different. Joerg enjoys a good espresso and rides his mountain bike with passion. Resources mentioned in this episode: Play Bigger Own the Room - Amy Jen Su Marketing Artificial Intelligence - Paul Roetzer Impromptu - Reid Hoffman _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. 🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth
	Rebroadcast \| EP #209 Stephanie McCredie: How to Use AI in Your ABM Strategy	18 Dec 2024	00:42:14
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 Stephanie... Stephanie is proud to lead a team focused on amplifying customers’ trailblazing stories and creating mutual and sustainable customer value through account-based marketing experiences for some of Australia and New Zealand's leading organisations. With over 20 years of experience in B2B marketing, her leadership roles include pioneering ABM at IBM Australia and helping large corporate clients and startups grow across culturally diverse global markets in Asia Pacific, Latin America, Central Eastern Europe, Middle East, and Africa. Stephanie believes that great customer experiences are fundamentally about a human connection that can be enhanced and supported by innovative and predictive technology. Resources mentioned in this episode: Any Ordinary Day - Leigh Sales Salesforce Marketing AI Solutions _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. 🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth
	If AI had the answer, what’s your question? With Thomas Barta	11 Dec 2024	00:47:28
Join Vinnie and marketing leadership expert, Thomas Barta, as they chat about the role of AI in marketing, and whether AI is just a trendy distraction or a genuine game-changer in the industry. This episode also covers... Fundamentals of marketing CEO and customer expectations Creative opportunities About Thomas... Thomas Barta is the world’s premier expert, author, and speaker on marketing leadership. A “CMO-turned McKinsey partner-turned organisational psychologist”, Thomas conducts research, including the world’s largest study - involving over 68,000 assessments - on what makes for a successful marketer. Thomas is the Managing Director of the Marketing Leadership Institute, the author of the #1 leadership book for marketers: The 12 Powers of a Marketing Leader (with Patrick Barwise, McGraw-Hill), and the founder of the world’s #1 Marketing Leadership Masterclass. Thomas has consulted and marketed for over 20 years, in 14 industries, in 45 countries. His clients include many of the world’s most prominent companies, including over two dozen from the Fortune 500. He holds an MBA from London Business School and a Master’s in Clinical Organizational Psychology from INSEAD Business School (France and Singapore). Thomas is the leadership dean of the Marketing Academy CMO Fellowship and a Honorary Fellow of The Marketing Society. He writes for Forbes, Marketing Week, and his own TryThis.Blog. He has given hundreds of keynotes and masterclasses for companies, associations, and universities--including Adobe, Cisco, Google, IBM, SAP, and Advertising Week. Resources mentioned in this episode: Marketing Leadership Institute Seth Godin's Blog _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/ Hosted & Produced by Vinnie Romano, Allysa Maywald & Alexander Hipwell, from xGrowth. 🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth
	Why Marketers Should Lean Into Creativity	04 Dec 2024	00:52:51
Joining Shahin and Vinnie is Marketing Director (ANZ) at HP, Ruben Ahmed. They got to chat about all things creativity and efficiency in marketing, and what marketers should be doing to stand out. This episode also covers... Long-term vs short-term marketing focus Cultivating a niche The importance of understanding P&L How to build trust in your teams and with customers About Ruben... Ruben Ahmed is an award-winning marketer, speaker and the Director of Marketing for HP Australia & New Zealand, he oversees all areas across Consumer and Commercial divisions. With a passion for emerging technology, he has had the privilege of building his career with Fortune 100 brands like HP, Telstra, IBM, and Sony. Ruben is known across the industry for his uncanny ability to pick apart the tough problems, drive business growth, and culture an environment that leads with creativity. Resources mentioned in this episode: 10x Is Easier Than 2x - Dan Sullivan How Brands Grow - Byron Sharp Reforge Rory Sutherland _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/ Hosted & Produced by Shahin Hoda, Vinnie Romano, Allysa Maywald & Alexander Hipwell, from xGrowth. 🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth
	Navigating Business Growth: The hipages Story	27 Nov 2024	00:56:48
Joining Shahin on the podcast is CEO & Founder of hipages, Roby Sharon-Zipser. He spoke about the journey of this Aussie company; from the origin story, to getting through the COVID-period, and to where they are now, hipages continues to smash their growth targets. This episode also covers... The role and evolution of being a CEO How to adapt to consumer behaviour and technology development Building company strategy The importance of company values and pillars About Roby... Roby is an entrepreneur who creates and invests in thriving and durable businesses that challenge the status quo. With a passion for developing technologies that liberate others to free up their time for higher-value business activities, Roby instils this passion in the hipages Group team, driving the company’s purpose of transforming the trade industry, making better lives for everyone, and striving for continuous curiosity and professional growth. Roby kickstarted the hipages Group journey in 2004, with the company’s founding business, hipages, inspired by the personal challenges of trying to renovate his own home. Fast forward to today and not only does he have extensive insight into tradie businesses, but he is also at the helm of a data powerhouse for the trade industry. With a strong background in numbers, Roby has led his team to harness this data to create a unique industry map of opportunities, known as the hipages Group tradie ecosystem. Resources mentioned in this episode: Founder Mode - Paul Graham Open - Andre Agassi The Hard Things About Hard Things - Ben Horowitz Acquired Podcast The Contrarians 7 Powers - Hamilton Wright Helmer hipages annual reports hipages product vision video _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. 🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth
	How to Build a Marketing Team in APAC	20 Nov 2024	00:37:17
Director of Marketing (APJ) of Smartsheet, Laura Jenkins, shares with us her experience of being a one-woman marketing band in the Asia-Pacific region, and where her journey has led her today with the company. This episode also covers... Regional differences with campaigns How to navigate working in a sales-led organisation How to deal with HQ being in a different region Collaboration and budget management About Laura... Laura Jenkins is an award-winning senior B2B marketing professional with 20 years of experience across technology, media, and professional services. She specialises in developing and executing strategies for both listed and unlisted companies, with expertise in brand, PR, performance marketing, events, and sponsorships. A results-driven marketer and collaborative leader, Laura is also the host of In The Blend, a podcast helping parents and step-parents navigate life in blended families. Resources mentioned in this episode: Deep Work - Cal Newport Essentialism - Greg McKeown Mini MBA - Mark Ritson The Marketing Leadership Masterclass - Thomas Barta Axel Sukianto SparkAI _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. 🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth
	How to Become a Board Member as a Marketer	13 Nov 2024	00:39:38
How does a Marketer get on the board? Well, Anne Massey from the CEO Institute and chair of a collective group of organisations joins Shahin to delve into how you can get a seat at the table. This episode also covers... Why it’s so important for marketing to be on the board The do’s and don’ts of getting on the board Your relationship with the CEO and building internal networks The evolution in the market with AI About Anne... With extensive global experience spanning hospitality, market research, technology software, and social sustainability, Anne is the ultimate professional chameleon - demonstrating an exceptional ability to adapt and thrive in diverse environments. Her career journey reads like a game of executive bingo, featuring roles such as board chair, CEO, entrepreneur, executive coach, business developer, and public speaker. Anne exemplifies the essence of career adaptability, making her an asset in any professional landscape. Based in Australia, Anne serves as the Chair at The CEO Institute NSW for two Syndicate groups of CEOs - because why settle for one when you can have two? She also chairs the ACDC Project at Community Mental Health Australia, proving that she’s not just about the bottom line but also about supporting communities. Her board memberships include the Kariba Retail Group and an advisory role for Resilient Ready Australia. Resources mentioned in this episode: Harvard Business Review Amy Gallo Amy Edmondson Dare to Lead - Brené Brown The New CEO - Ty Wiggins The CEO Institute Moby Siddique Laura Barnes Green shoots of change in the Boardroom Review (2024) _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. 🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth
	Growth Through Acquisition: The efex Story told by Nick Sheehan	06 Nov 2024	00:57:38
For his third appearance on the show, CEO of efex, Nick Sheehan joins Shahin in sharing the story of efex and how they've used mergers and acquisitions to grow their business into the national name it is today. This episode also covers... The realisation that M&A can be a great growth channel The evolution of leadership Mistakes and fear Balancing life and a business About Nick... Nick Sheehan is the founder and CEO of efex, one of Australia's leading & fastest growing MSP's. Under Nick's leadership, efex has grown exponentially since its inception in 2013 from 2 employees to over 300 across 22 Australian branches. efex has successfully completed 12 acquisitions to date, with 3 more planned in FY25. In 2021 Alceon Private Equity purchased a 50% stake in efex. Nick is driven by the belief that IT should be simple, scalable, and ultimately solve for tangible gains to productivity and efficiency of workforces. His energy inspires the team to deliver on this core focus, backed by a depth of decentralised capability and expertise, and an egalitarian, values-driven culture. When Nick isn't building one of Australia's best IT companies, you'll find him indulging in his other passion - tending to his vineyards in the Adelaide Hills. _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. 🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth
	B2B Influencer Marketing at Sendoso	30 Oct 2024	00:38:36
On this episode, we chat to Kris Rudeegraap, Co-CEO & Co-Founder of Sendoso about approaching Influencer Marketing in the B2B space. This episode also covers... How Sendoso built their influencer community How to balance transparency and professionalism The strategies and tactics of building a community The future of Sendoso About Kris... Kris has more than two decades of Go-To-Market expertise as an individual seller, sales leader, and CEO. Kris started Sendoso in 2016 out of a problem he faced first-hand. Sendoso is backed by $150M+ in venture funding and has seen $250M+ spent on the platform with a global footprint across NAMER, EMEA, and APAC. Kris is passionate about growth hacking, experimental marketing, and AI in GTM. Kris is a California native and currently resides in the San Francisco Bay Area. Resources mentioned in this episode: Amp It Up - Frank Slootman Marc Benioff _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. 🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth

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