APAC's B2B Growth Podcast

Shahin chats with Ed Breault, Chief Marketing Officer at Aprimo, about how marketing teams can leverage generative AI tools like ChatGPT in their day-to-day marketing activities.

As CMO, Ed drives the brand’s go-to-market strategy across all marketing functions to empower the marketing organisations of today to become the genius brands of tomorrow by unleashing the power of content.

Ed combines his growth marketing expertise and extensive background in brand development with his passion for developing intentional account-based experience programs that build awareness, demand, and ultimately, revenue.

The episode covers the following:

• How to use ChatGPT effectively
• Being creative with generative AI
• Where to start with AI tools like ChatGPT
• The early mistakes of using generative AI

Resources mentioned in this episode:

• The Adaptation Advantage - Heather McGowan & Chris Shipley
• The Content Advisory - Robert Rose

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Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/

Join the Slack channel: https://growthcolony.org/slack

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 [email protected]

Shahin chats with Mark McInnes, Outbound Sales Trainer and Founder of Sales Development Australia, about how to build a sales development sequence. They talk about calls, emails, LinkedIn, direct mail and how to leverage them in your sequences so you can grab the attention of your prospects. 

A sales trainer and coach with over 25 years of experience in B2B selling environments, Mark helps his clients start new conversations, find new customers and start that first part of the pipeline.

Mark is the author of Tactical Pipeline Growth, host of the Best of Social Selling podcast and was ranked Australia’s # 1 Social Seller by LinkedIn in 2016.

The episode covers:

• Thoughts on sales and engagement platforms
• How Mark approaches SDRs
• Examples of cadences
• The importance of quality over quantity

Resources mentioned in this episode:

• Phil M Jones
• 30 Minutes to President's Club

_________________

Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/

Join the Slack channel: https://growthcolony.org/slack

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 [email protected]

Find out what's going on in the marketing world right now with Alex, Shahin & Vinnie.

The episode covers the following:

• The State of Account-Based Marketing in APAC Report 2023
• First-party vs third-party data
• How to plan your 2024 B2B marketing strategy

Resources mentioned in this episode:

• The 2023 State of Account-Based Marketing in APAC Report - xGrowth
• Is first- or third-party audience data more effective for reaching the ‘right’ customers? - MIT Article
• What's Measured is Managed - Tomasz Tunguz
• The Diary of a CEO - Steven Bartlett
• Lex Fridman Podcast
• Meditations - Marcus Aurelius

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🎁 Get your copy of the 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 [email protected]

Want to prepare your ABM tech stack for 2024? Well on the pod, we have Yulia Olennikova here to chat about the fundamentals of a tech stack that you should consider for your ABM. You'll also learn about...

• Identifying your accounts
• Being creative with one-to-few and one-to-one accounts
• The predictions for the future of ABM tech stacks

Yulia is Head of Marketing at N.Rich, the leading European ABM platform. Previously, Yulia led the marketing launch of several products at Semrush (NYSE:SEMR), including Agency Growth Kit – now one of the fastest-growing revenue streams for the company. Ex-journalist and copywriter turned marketer, Yulia is passionate about social selling and content-centered growth strategies.

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🎁 Get your copy of the 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 [email protected]

Here to chat about mastering account selection for ABM is Joanna Moss, Director of Executive Programs and Account-Based Marketing, from Salesforce. Not only will you hear about how Salesforces aligns their sales and marketing teams but you will also learn...

• How demand gen, ABM and executive engagement come together
• The executive engagement function
• How to measure the success of your ABM programs

Having worked within and across Australian, Asian and European markets, Joanna has a solid understanding of business effectiveness. She is an energetic marketing professional specialising in rolling out executive strategies designed to enable sales to build relationships across the business to help win opportunities and increase brand awareness.

Working across the complete field of marketing she has experience organising events (at all levels), building lasting customer relationships, CRM, brand management, producing collateral and ensuring that appropriate touch points to communicate strategies, visions, successes and campaigns are developed and pushed out to relevant customer audiences. She enjoys using digital media to gain maximum campaign effectiveness. 

Resources mentioned in this episode:

• Atomic Habits - James Clear
• Boundless - Vala Afshar

_________________

🎁 Get your copy of the 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 [email protected]

Joining Shahin on the pod is Leigh Barnes, Chief Customer Officer at Intrepid Travel. Learn how transparency is a key factor in how you can build trust with the partners and customers of your brand.

The episode covers the following:

• How to go about being transparent
• Maintaining commitment with partners and customers
• The importance of creating cool content
• Balancing brand marketing and performance

‘Barnes’, as he is known, is responsible for leading Intrepid’s global marketing, CX and digital functions with a focus on embedding a customer-focused culture across the business. Previously chief purpose officer, Leigh is an advocate for the business, for good movement and has been instrumental in building Intrepid’s reputation as a purpose-led organisation.

Outside of work, Leigh is a keen supporter of Melbourne’s arts and culture scene and a passionate fan of the Aussie Football League (AFL) team, the Geelong Cats.

Resources mentioned in this episode:

• How not to Plan - Les Binet
• Good Strategy, Bad Strategy - Richard Rumelt
• Stan Grant Books

_________________

🎁 Get your copy of the 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 [email protected]

Shahin chats with CMO, Sophie Paulin, from the Australian tech company Ordermentum about purpose-driven marketing and the importance for marketers to lean in and shape the future of marketing now. 

The episode covers the following:

• What it means to be authentic
• What is purpose-driven marketing?
• Important metrics and tactics
• Creating meaning for customers

Sophie comes from a background of digital strategy and marketing where she spent many years focused on the intersection of sociology and technology with the rise of Social Media. Now in a time where consumers are smart and sceptical, Sophie focuses on the power of authentic purpose-driven marketing for the benefit of all.

Ordermentum is transforming the hospitality and foodservice industry through digitisation, with their purpose at the core "to create a more sustainable industry by helping venues and supplier trade smarter", and we dive deep with Sophie on how they are bringing this purpose to life.

Resources mentioned in this episode:

• Elon Musk - Walter Isaacson
• Man's Search for Meaning - Viktor Frankl
• We First - Simon Mainwaring
• Brian Solis
• Lenny's Podcast - Tom Conrad
• Lex Fridman

_________________

🎁 Get your copy of the 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 [email protected]

Find out what's going on in the marketing world right now with Alex, Shahin & Vinnie.

The episode covers the following:

• Hubspot acquires B2B data provider, Clearbit
• The Optus outage
• LinkedIn's AI job seeker coach

Resources mentioned in this episode:

• HubSpot picks up B2B data provider Clearbit to enhance its AI platform
• Possessed - The Origin Story of a B2B Marketer
• LinkedIn launches AI job seeker coach for premium subscribers

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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 [email protected]

Learn about go-to-market strategies and how to use your customer insights with Shahin and Georgia Swanson, Global Director of Strategy and Growth for NCS NEXT.

The episode covers the following:

• How to use data from customer interviews
• Using an account-centric persona structure
• How to stay aligned with brand tone and voice
• The importance of prioritisation & data accuracy

Georgia is a multi-award-winning executive leader and has turned her elite sporting background into a relentless drive for customer success and business performance. Before all else, she is an authentic, vulnerable and trusted leader, passionate about nurturing the next generation of leaders through mentorship and development.

Georgia has over a decade’s experience in turning complex problems into actionable solutions for some of the biggest organisations in Australia and in her current role she is focussed on applying her skillset in people psychology and GTM strategy to replicate success in other markets.

Resources mentioned in this episode:

• The B2B Elements of Value - Harvard Business Review
• The Diary of a CEO - Steven Bartlett
• Latane Conant

_________________

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 [email protected]

In this episode, host Shahin Hoda chats to Cath Brands, CMO at Flintfox about crafting exciting and fun B2B stories.

Cath has extensive experience in both B2B and B2C, working with 8 fortune 500 companies, running campaigns that have broken Guinness world records, has worked with some of the giants of our world such as Amazon and Microsoft -- and has been able to translate the excitement of liquor and Coca-Cola storytelling to the Amazon and Microsoft world.

A New Zealand native, Cath Brands has spent the last 18 years as a marketer working around the globe for some world’s largest companies including Lion Nathan, Pepsi, Westfield and Coca-Cola. Cath pivoted to the tech industry in 2013 and joined Amazon where she spent 5 years working across a number of groundbreaking consumer tech innovation projects, including being one of the founding team members of Amazon Go, taking the store from concept to launch.

Cath is now the CMO for the fast-growing tech company Flintfox International. Cath's marketing passion is people, and how putting the customer at the heart of any business strategy is the key to success.

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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 [email protected]