APAC's B2B Growth Podcast

Shahin chats with Christian Weiss, Director of Account-Based Marketing for Autodesk, about how to measure the success of your ABM program.

The episode covers the following:

• The importance of transparency in accounts
• What short-term & mid-term KPIs you should focus on
• How to manage expectations & avoid over-promising
• Making sure your data is clean

Christian Weiss is a founding member of the ABM global leadership team at Autodesk. During his almost 17 years at Autodesk, Christian has held many marketing roles, with 12 years in a leadership position – always with a strong customer-centric mindset and a passion for the relationship with sales on eye level.

Christian’s academic background is in Architecture and Business, where he majored in Marketing and IT.

Resources mentioned in this episode:

• The 7 Habits of Highly Effective People - Stephen Covey
• The Five Dysfunctions of a Team - Patrick Lencioni

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Want to be a part of something great? Fill out the ABM in APAC survey for exclusive tools, insights and a chance at winning a free customised team consultation with xGrowth's experts to help with your ABM strategy.

https://www.surveymonkey.com/r/ABM-APAC-2023

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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]

Shahin chats with Andrew Fitzgerald, Vice President of Account-Based Marketing at Kyndryl, about ABM strategies in SaaS compared to services.

The episode covers the following:

• The ABM program at Kyndryl
• Defining and prioritising an ABM strategy
• How to pick the right customers
• The importance of visibility and reputation

Andrew currently leads the global implementation of Account-Based Marketing for Kyndryl, the world’s largest provider of IT infrastructure services.

In this role he has built an ABM program grounded in a deep, data-based understanding of customers and their future potential. He leads a global team with ABM-ers embedded in account teams missioned to drive growth in key accounts.

Prior to joining Kyndryl mid-2021, Andrew led the Marketing team for the IBM EMEA Services Businesses. In more than 20 years of marketing leadership roles across technology products and services, Andrew is proud of the numerous teams he has built to deliver transformation, change and growth. He is enjoying working in a fast-paced environment helping to create new teams, new programs and a new culture at Kyndryl.

Resources mentioned in this episode:

• Bev Burgess
• Andrea Clatworthy

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Want to be a part of something great? Fill out the ABM in APAC survey for exclusive tools, insights and a chance at winning a free customised team consultation with xGrowth's experts to help with your ABM strategy.

https://www.surveymonkey.com/r/ABM-APAC-2023

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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]

Shahin chats with Craig Rosenberg, Chief Platform Officer at Scale Venture Partners, about the ins and outs of what's working in the enterprise space.

The episode covers the following:

• The state of today’s enterprise landscape
• The role of PLG in your go-to-market strategy
• The power of events and experiences
• Content sharing

Craig joined Scale in 2022 to help build and manage their Go-To-Market Platform. The Scale GTM Platform delivers critical expertise to help software companies drive efficient hyper-growth.

Prior to joining Scale, Craig was Distinguished Vice President in the Sales Practice for Gartner. While there he advised revenue leaders on their strategic decisions and wrote innovative research on new GTM strategies such as revenue operations and account-based strategy. He joined Gartner in 2019 as part of the acquisition of TOPO where Craig was the co-founder and Chief Analyst.

Craig was a Magna Cum Laude graduate of UCLA. When he isn’t talking about GTM strategy, he is spending time with his wife and three young boys.

Resources mentioned in this episode:

• The JOLT Effect - Matthew Dixon
• The Psychopath Test - Jon Ronson
• C.J Box books

_________________

Want to be a part of something great? Fill out the ABM in APAC survey for exclusive tools, insights and a chance at winning a free customised team consultation with xGrowth's experts to help with your ABM strategy.

https://www.surveymonkey.com/r/ABM-APAC-2023

_________________

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]

Keen to be a part of something great? Fill out the ABM in APAC survey for exclusive tools, insights and a chance at winning a free customised team consultation with xGrowth's experts to help with your ABM strategy.

https://www.surveymonkey.com/r/ABM-APAC-2023

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Shahin chats with Richard Jacobson, Head of Account-Based Marketing and Strategy for IBM in Asia Pacific, about how to approach messaging for your ABM strategy.

The episode covers the following:

• How to craft account messages and value props
• The 3 layers of leadership
• How to approach personalisation
• Common mistakes made while building messages

In his role, Richard is responsible for generating value for IBM’s top clients by ensuring they are experiencing the best of IBM’s thought leadership and expertise when interacting with IBM across the region.

Richard has been with IBM for over 20 years and has extensive experience in market intelligence and prior to his current role was responsible for providing both high-level and detailed market insights, analysis and advice on key issues affecting IBMs business, including growth opportunities, business risks, competitive analysis, and company policy. This input was central to IBM’s strategy development in the Asia Pacific Region. 

Originally from Malaysia, Richard is based in Auckland, New Zealand.

Resources mentioned in this episode:

• Find Your Why - Simon Sinek

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For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-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]

Keen to be a part of something great? Fill out the ABM in APAC survey for exclusive tools, insights and a chance at winning a free customised team consultation with xGrowth's experts to help with your ABM strategy.

https://www.surveymonkey.com/r/ABM-APAC-2023

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Shahin chats with Aurora Sassone, Head of Communications, ANZ at Oracle, about how to approach storytelling in the B2B space.

The episode covers the following:

• What makes a good story in B2B marketing?
• How to bring a story to life through events
• How to make the customer the hero 
• How to hit those MQL numbers

With a unique blend of digital marketing and B2B storytelling expertise, Aurora has an impressive track record of building world-class brands and teams from fast-growing start-ups to globally iconic companies.

Prior to joining Oracle, Aurora led marketing and communications for ABB Australia Process Industries. She also spent time on the agency side at Edelman where she led account teams for clients such as Adobe, HP, GE and Unilever.

Aurora is a fierce advocate for diversity and inclusion, and passionate about mentoring and helping others to be successful. She is also a successful abstract artist and passionate about creativity and art for youth and disadvantaged people and regularly volunteers her time and skills to several foundations and organisations.

Resources mentioned in this episode:

• Start with Why - Simon Sinek
• Hidden Brain Podcast
• Head & Heart - Kirstin Ferguson

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For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-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]

Keen to be a part of something great? Fill out the ABM in APAC survey for exclusive tools, insights and a chance at winning a free customised team consultation with xGrowth's experts to help with your ABM strategy.

https://www.surveymonkey.com/r/ABM-APAC-2023

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Shahin chats with Robert Norum, ABM consultant & trainer, to chat about the challenges of running ABM pilots and gives suggestions for how B2B markets can get better results.

The episode covers the following:

• How to define ABM
• Working with a full-stack ABM model
• Pilots and GTM strategies
• The challenges with ABM pilots

Robert has over 30 years of experience in B2B Marketing, working in media, marketing and technology. He has spent over 10 years at the cutting edge of ABM helping to develop strategy, messaging and delivery programs for some of the world’s largest organisations and their agencies. He consults across the ABM spectrum, is an experienced workshop facilitator, trainer, and a regular speaker at B2B Marketing events.

Robert has been running the ABM Essentials training course for B2B Marketing for the last 6 years, training over 600 marketing professionals in the process. He is also the Growth leader in their Propolis community where he provides ABM advisory services to members.

Resources mentioned in this episode:

• A Practitioners Guide to ABM - Bev Burgess
• Crossing the Chasm - Geoffrey Moore
• Propolis - B2B Marketing

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For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-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]

Hey there! Did you miss out on our recent webinar on ABM & Customer Marketing?

Watch now: https://youtu.be/6714aqb8VZs

Listen now: https://bit.ly/3r2iWV6

Shahin chats with Davinia Simon, Head of Sales and Growth Markets at Stax, about the fundamentals of building go-to-market plans. In her role, she is focused on empowering partners and customers to innovate and expanding the Stax offering into new markets.

Davinia is passionate about the power of cloud technology, paving the way for accelerated innovation, helping businesses remain relevant and competitive by lowering costs, and providing the solutions to create and bring services to market quickly. Using research, creativity, and collaboration to reframe customer-focused problems, she loves seeing the impact that great experiences can have on individuals, businesses, and society.

Prior to joining Stax, Davinia held roles at Amazon Web Services (AWS), most recently as the Head of Channel and Alliances, and at Adobe.

Resources mentioned in this episode:

• Good to Great - Jim Collins
• Building Resilience - ASG

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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/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]

Hey there! Did you miss out on our recent webinar on ABM & Customer Marketing?

Watch now: https://youtu.be/6714aqb8VZs

Listen now: https://bit.ly/3r2iWV6

Shahin Hoda chats with Oren Cohen, COO at Voyantis, about how marketers in SaaS companies should calculate the lifetime value of their customers and what pitfalls they should avoid.

Using ML to activate zero- and first-party data, and target the right customers from the onset, Voyantis have shown some remarkable success with substantial players such as Miro and Notion, and as Oren attests, this is just the beginning.

Before joining Voyatis, Oren was the VP of Demand and Operation at Iron Source. He is an optimistic vegan, excited about solving growth challenges using AI.

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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/

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

Hosted & Produced by Shahin Hoda & Alexander Hipwell, from xGrowth

We would love to get your questions, ideas and feedback about Growth Colony, email [email protected]

Hey there! Did you miss out on our recent webinar on ABM & Customer Marketing?

Watch now: https://youtu.be/6714aqb8VZs

Listen now: https://bit.ly/3r2iWV6

Shahin Hoda chats with Christopher Willis, Chief Marketing Officer & Chief Pipeline Officer at Acrolinx, about how B2B marketers should think about pipeline acceleration and how they can execute it successfully. 

During the conversation, Chris emphasises the importance of having consistent meetings with sales and revenue executives about their pipeline for future quarters. He also talks about the marketing team’s role in removing any risks concerning the deals in the sales pipeline. Chris advises marketers to centralise their reporting function and shares exciting stories from his more than 20 years of industry experience.  

For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/

Read the show notes: https://xgrowth.com.au/blogs/rollout-pipeline-acceleration/

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

Hey there! Did you miss out on our recent webinar on ABM & Customer Marketing?

Watch now: https://youtu.be/6714aqb8VZs

Listen now: https://bit.ly/3r2iWV6

Shahin chats with Karina Guerra, Global Group GM - Customer Intelligence & Marketing at Xref about how marketing leaders should set themselves up for success when dealing with the Chief Financial Officer of their company in regards to showing ROI, asking for budget, and more. 

With over 20 years of experience across multiple industries, Karina has always adopted a hands-on approach to reaching audiences with meaningful messages. She has also developed great analytical skills that have become key to her data-driven decision-making. Prior to joining Xref, Karina spent almost four years with Cochlear APAC, where she led digital transformation marketing and analytics.

Karina holds an MBA with a major in Business IT (UTS), and most recently she completed a Business Analytics Diploma at The Wharton School.

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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/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]