APAC's B2B Growth Podcast

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

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

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Shahin chats with Phil Lakin, VP of Revenue Operations at Aprimo, about creating an ABM tech stack.

The episode covers the following:

• What ABM tech to look into
• The single source of truth
• How to avoid data silos
• The mistakes to avoid when building a tech stack

Phil is a driven and committed technical professional with almost 15 years of experience gained in all aspects of infrastructure design, support, software development and IT operations, with a proven history of successfully delivering projects involving varied technology stacks, growing teams and reporting into executive boards.

Dedicated to solving problems holistically, he has a unique experience in implementing business change and its interaction with systems infrastructure and company culture while evaluating project risks and providing mitigation solutions.

Having worked in technical operations, infrastructure, architect, software development and business development roles, Phil enjoys projects that combine business and technology problems with project management and the requirement to simplify the solution into plain business terms.

Resources mentioned in this episode:

• The Naked Leader - David Taylor
• The SaaS Sales Method - Winning by Design
• CXL - Peep Laja

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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]

Join us as we dive into actionable strategies and tactics that will help you expand your share of wallet through a customer-centric approach. 

​During this session, you will discover the three pillars of success: understanding your customers, leveraging customer marketing, and adopting an ABM mindset.

​🎓 What you will learn in this session:

• How to utilise customer data to design effective ABM and customer marketing programs.
• How to unleash the power of customer stories and references for trust and influence.
• How to harness customer experiences and testimonials to convert prospects.
• How to drive cross-selling, upselling, and renewals with demand generation strategies.
• How to foster customer growth, engagement, and loyalty through personalised ABM.
• How to align your team with customer-centric practices for success.

​🎙Who are the speakers?

• Stephanie Dechamps - Head of Marketing APJ at Boomi
• Suzanne Pelizzari - Director of Global Account-Based Marketing at CSG
• Shahin Hoda - Director of Growth at xGrowth
• Allysa Maywald (Moderator) - Content Coordinator at xGrowth

Like to watch content? You can watch this episode via our xGrowth YouTube Channel

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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

Shahin chats with Matt Hogan, VP of Growth Marketing at HG Insights, all about the different levels of targeting and personalisation for your next campaign.

The episode covers the following:

• The 6 data points to use as targeting criteria
• Cloud intelligence and personalisation
• How to leverage your data
• Where to start with targeting and personalisation

Before being with HG Insights, Matt was the first employee at Intricately where he scaled the sales, customer success, and marketing teams towards an acquisition by HG.

Matt has been a GTM team builder for nearly a decade in B2B SaaS. 

Offline, Matt spends his free time with his family or out on the ocean.

Resources mentioned in this episode:

• The Score Takes Care of Itself - Bill Walsh
• Seeking Wisdom - David Cancel

_________________

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! We've got our next webinar coming up on ABM & Customer Marketing! Register here: https://bit.ly/45rkiZa

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

_________________

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! We've got our next webinar coming up on ABM & Customer Marketing! Register here: https://bit.ly/45rkiZa

Shahin chats with Steve Watt, Director of Market Insights and Seismic Social Selling expert, about how to incorporate social selling into your ABM strategy.

The episode covers the following:

• Defining social selling
• Social selling and its importance to ABM
• The common mistakes people make
• Where to start with social selling

Steve believes that many sales and marketing mindsets, strategies, metrics and tactics are beyond their “best before date”, and that B2B leaders need to reject many of the approaches that have gone unquestioned for too long.

He does whatever he can to challenge sales, marketing, and enablement leaders to cast aside old mindsets and approaches to social and build something entirely different and much more impactful.

Resources mentioned in this episode:

• Play Bigger - Christopher Lochhead
• Sam Sales - Samantha McKenna
• Refine Labs - Chris Walker

_________________

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! We've got our next webinar coming up on ABM & Customer Marketing! Register here: https://bit.ly/45rkiZa

Shahin chats with Matt Wade, VP of Marketing at BlueBotics, about what their 2.5-year-old ABM program looks like and how they’ve gotten to where they are.

The episode covers the following:

• The stages of account maturity
• The mistakes made along the way
• How to improve KPIs and attribution
• The tools used

Matt joined BlueBotics in 2019 to head up the firm's growing marketing function. A well-travelled ex-journalist, he has a wealth of experience working with cutting-edge technology companies across the globe.

Matt is an experienced B2B marketer with a deep content marketing background. By focusing obsessively on customer insights and clear communication, he has helped several international SMEs such as BlueBotics (automation), senseFly (commercial drones) and Phonak Communications (hearing technologies) to grow their brands and drive growth.

Resources mentioned in this episode:

• Building a StoryBrand - Donald Miller
• They Ask, You Answer - Marcus Sheridan
• GaryVee

_________________

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! We've got an ABM & Customer Marketing webinar coming up! Register here: https://bit.ly/45rkiZa

On this episode, Shahin chats with Natalie Miller, Head of Marketing, CX & Corporate Communications of ReadyTech, about how the marketing team can enhance the customer onboarding process.

The episode covers the following:

• Why marketing should get involved with customer onboarding
• Common mistakes made during the customer onboarding process
• The importance of communication
• Customer onboarding at ReadyTech

Natalie Miller is a brand-led growth marketing leader with over a decade of experience. As a communications professional Natalie has worked across a number of corporate brands such as Isentia, Business Australia.

Natalie’s mission is to combine her experience, instincts and empathy with data-driven insights to drive true commercial and customer success while strengthening employee alignment and connection to business strategies.

Outside of work, Natalie has dedicated her time to a number of charitable organisations such as Startmate, the centre of gravity for the start-up community in Australia and NZ and Raw Potential Youth, a not-for-profit charity that exists to empower disadvantaged youth by providing non-judgmental support, outreach services and access to essentials such as food, clothing and bedding – serving as a non-executive board director for the last 2 years.

Resources mentioned in this episode:

• Extreme Ownership - Jocko Willink
• Mini MBA - Mark Ritson
• Seth Godin

_________________

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]

Shahin chats with Jessica Turnbull, Director of Marketing & Communications at Sendle, about product marketing and how it can increase acquisition and retention.

Jessica is a senior marketing executive with a strong background across telecommunications, financial services and logistics, and now deeply immersed in the start-up world at Sendle.

With nearly two decades of experience driving marketing efficiency for leading brands like Telstra, Westpac and PayPal, Jessica leads the Australian marketing function for Sendle – driving Sendle’s business objective of being ‘The number one delivery partner for small business in Australia and across the world’.

Jessica is passionate about understanding the customer and loves marketing automation to help bridge the gap between sales and marketing.

The episode covers the following:

• 5 benefits derived from product marketing
• The difference between product-led growth & product marketing
• The importance of customer feedback & insights
• Advice for building a GTM plan

Resources mentioned in this episode:

• Product Marketing Debunked - Yasmeen Turayhi
• Mini MBA - Mark Ritson

_________________

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

Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/

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 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

_________________

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

Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/

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 Marcus Oulds, VP of Commercial EMEA & APAC at Salesloft, to discuss how organisations should approach their sales and marketing in an economic downturn.

Marcus is an experienced Head of Sales with a demonstrated history of working in the Digital industry, Marcus graduated from Queensland University of Technology with an MBA. He is skilled in negotiation, advertising, sales, and e-commerce.

Marcus is a strong consulting professional, having previously led the hypergrowth components of businesses across APAC and EMEA such as Groupon, GoCardless & Google.

The episode covers the following:

• How to approach business value realisation
• Marketing at Salesloft
• The importance of LTV
• How to materialise an account expansion

Resources mentioned in this episode:

• Never Split the Difference - Chris Voss
• The Edge Newsletter - The Black Swan Group
• Tomasz Tunguz blog
• Dave Gerhardt

_________________

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

Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/

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]