APAC's B2B Growth Podcast

Shahin chats with Matthew Robinson, Vice President of Marketing, APJ, at Contentsquare about how to humanise your digital customer experience in 2023.

Matthew Robinson is the Vice President of Marketing, APJ at Contentsquare, a leading digital experience analytics platform. He has over a decade of experience as a tech marketer and his out-of-office status rotates between 'away scuba diving' and 'on the beach' but what he'll rarely admit is most of this time is spent eating pizza.

The episode covers:

• The trends in digital customer behaviour
• The successful tactics
• The differences between small-market and enterprise
• How to build a customer journey

Resources mentioned in this episode:

• Purple Cow - Seth Godin
• The Diary Of A CEO - Steven Bartlett
• High Performance Podcast
• Boring2Brave - Mark Choueke

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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 Jenna Pipchuk, Chief Sales Officer at 3P Learning, about the Unified Commercial Engine (UCE) and how it can completely transform sales and marketing alignment.

Jenna’s commitment to excellence and innovation is turning heads for good reason. With a reputation for transparent leadership and building great teams, she is an influential force within the tech industry. 

Former CSO of SMART Technologies, her insights and management transformed the SMART organisation to one driven by customer-centric, data-driven decision-making.

Her relationship-driven approach to her role, and emphasis on building better ways of working, earned her the well-deserved title of 2022 Channel Chief by CRN and a feature in the Harvard Business Review.

The episode covers:

• What is the Unified Commercial Engine?
• How the budgeting works
• The proof points of UCE
• The mistakes made in approaching UCE

Resources mentioned in this episode:

• Brené Brown
• Revenue Operations - Stephen Diorio & Chris K. Hummel
• Brent's Breakdown - Brent Adamson

You can access the extended show notes right here!

_________________

For your copy of the State of ABM in APAC Report: 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]

Producer, Lysa, chats with Shahin Hoda, Director of Growth at xGrowth, all about his experience of being made redundant and the current economic situation.

Shahin is the Founder of xGrowth, a B2B growth agency helping organisations close more mid-market and large enterprise deals. He's making that happen by popularising Account-Based Marketing (ABM) in Australia, working alongside B2B leaders implementing ABM strategies and building predictable revenue engines. 

When he's not busy building ABM campaigns, he's either playing a game of Tennis (which he usually loses) or looking up smoothie recipes (because let's be honest, who doesn't like a nice smoothie).

The episode covers:

• Advice for those made redundant
• The importance of a positive mindset
• Why these redundancies are taking place

If you do find yourself struggling mentally with this topic, please don't hesitate to contact:

• Directory of International Mental Health Helplines
• Lifeline: 13 11 14
• Beyond Blue: 1300 224 636

_________________

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 Andrea Clatworthy, former Global Head of Account-Based Marketing (ABM) at Fujitsu about how to approach pipeline acceleration and Deal-Based Marketing (DBM).

Andrea is B2B Tech marketing veteran, currently at Fujitsu leading the Account-Based Marketing and Deal-Based Marketing approach globally.

ABM at Fujitsu is mostly 1:1, some 1:few, and Andrea has been driving the approach across geographies since starting it originally in the UK in the last decade. 

A regular keynote speaker and occasional podcaster, Andrea has a wealth of experience which she generously shares.

The episode covers:

• How to implement DBM
• The importance of storytelling
• What ways DBM can go wrong
• How to personalise within DBM

Resources mentioned in this episode:

• A Practitioner's Guide to Account-Based Marketing

You can access the extended show notes right here!

_________________

For your copy of the State of ABM in APAC Report: 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 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

_________________

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 Nirosha Methananda, VP of Marketing at Influ2, about her experience in growing a marketing function from one person to a full team of 20 people. 

Driven by a strong urge to Always Be Learning (ABL), Nirosha is a proud marketing generalist. With a career spanning close to 15-years, across many marketing disciplines and industries, she’s currently the VP of Marketing at Influ2.

Prior to this, Nirosha was responsible for creating Bombora's distinctive brand and establishing it as the leading global provider of B2B Intent data. She also led marketing for PwC Australia's Tech Consulting practice, dabbled in PR and journalism at Power Retail and gained an interest in digital and data at Experian Hitwise. 

The episode covers:

• The actions to take as a first marketing hire
• The common mistakes
• Advice for those in a startup
• The importance of self-advocacy

Resources mentioned in this episode:

• Bob Hoffman
• Katie Martell

_________________

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 Debra Sutton, Regional Vice President of Marketing for Asia Pacific at WalkMe, about how B2B marketers should change their view when it comes to attribution and approach it in a way that will strengthen their position in the organisation and help them build a stronger relationship with the sales team.

Debra is an innovative and creative senior marketing executive with 20 years of experience and a proven track record of achievement with leading technology brands; Adobe, HP, Oracle, ServiceNow and currently WalkMe.

She has won multiple "MVP" awards and was a finalist in the ARN - Channel News Innovation Awards (Marketing Excellence Vendor category) for her WalkMe™ Challenge campaign which has since gone global.

The episode covers:

• How to implement humanisation in campaigns
• How to build a relationship with sales
• What role attribution plays in relationship building
• Debra's "C words" to maintaining relationships

Resources mentioned in this episode:

• The WalkMe Challenge
• The Knowledge Project - Shane Parrish
• The Moth Podcast

_________________

For your copy of the State of ABM in APAC Report: 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]

In this episode, host Shahin Hoda chats with Lubaina Rangwala, Global Account-Based Marketing Lead at Thoughtworks, about how organisations can successfully run account-based marketing in the APAC region.

During the conversation, Lubaina mentions the factors that govern the kind of ABM strategy to use per country. She emphasises the importance of thought leadership and partnering-for-content as a key strategy to engage with top-of-the-funnel accounts. 

She concludes the discussion by sharing some learnings from her past ABM campaigns at Thoughtworks and future initiatives in the pipeline.

Read the show notes: https://xgrowth.com.au/blogs/run-abm-apac/

_________________

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]

In this episode, host Shahin Hoda chats with Jon Miller, CMO of Demandbase, about the current state of account-based marketing and why organisations should consider moving to its more grown-up sibling. 

Based on his years of experience founding and managing global companies such as Marketo and Engagio, Jon highlights the mistakes marketers make while executing their ABM strategy and why Account-Based Experience (ABX) is the next frontier. 

Jon discusses how ABX uses the tools provided by ABM hand-in-hand with the customer experience focus of demand generation.

Jon concludes the discussion by sharing his take on the future of Account-Based Experience (ABX) and how it will evolve in the next three years. 

Ready the show notes: https://xgrowth.com.au/blogs/move-from-abm/

_________________

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]

In this episode, host Shahin Hoda chats with Stephanie McCredie, Senior Marketing Director at Salesforce, about her journey with account-based marketing.

Stephanie talks about ABM at Salesforce and the criteria she uses to determine the tiers of ABM an account should fall in.   

She also advises marketers to think big, start small and move fast when executing their ABM strategy and shares some practical tactics to engage with the sales team to ensure success.

Read the show notes: https://xgrowth.com.au/blogs/salesforce-abm-campaigns/

_________________

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]