APAC's B2B Growth Podcast

In this episode, host Shahin Hoda chats with Neil Berry, Head of Global Account & Deal Based Marketing Centre of Excellence at Atos, about how and why marketers need to build a theme for their ABM campaigns.

During the conversation, Neil defines the purpose of a theme and what it is supposed to achieve. 

He recommends starting with the priorities of the target accounts and building the campaign theme around them. He advises marketers to be thorough with their research, encourages them to take intelligent risks with messaging and go all out in getting buy-in from sales and the C-level executives before starting an ABM campaign.

Read the show notes: https://xgrowth.com.au/blogs/abm-campaign-theme/

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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 Tracy Gawthorne, Vice President & Chief Marketing Officer for Asia Pacific at Capgemini, about how to prepare your marketing team for the new year.

Tracy has more than 20 years’ experience building great brands and great teams, connecting with clients and driving growth in markets across the globe.

She is a passionate advocate for inclusion and diversity; constantly curious about life and leadership; forever grateful for family and friends.

Tracy is involved in many initiatives to advance gender equity and has a long history of supporting women in leadership.

The episode covers:

• Understanding organisation value
• The importance of having a core skill
• How to approach face-to-face interaction
• The importance of partnerships

Resources mentioned in this episode:

• Brené Brown

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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 Jon Amery, Head of Marketing at Australian Finance Group (AFG) about building data-driven customer communications and onboarding strategies.

Jon has worked for some of the UK and Australia's biggest brands, including BSkyB, AOL, Virgin Media, VOCUS and now AFG across Executive Marketing, Commercial and Customer experience roles.

He’s been twice recognised by CMO50 in the top 10 Chief Marketing Officers in Australia and spent 5-plus years advising (mostly B2B) start-ups through all stages of growth.

The episode covers:

• How to build the onboarding process
• Repurposing research-based content
• How to refine the onboarding process using customer feedback

Resources mentioned in this episode:

• Thinking, Fast and Slow - Daniel Kahneman
• How Brands Grow - Byron Sharp
• Revisionist History - Malcolm Gladwell

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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 Jade Meara, Director of Marketing (APCJ) at F5, about values-led organisations and how you as a marketing leader can create a values-based culture.

Jade has over 15 years’ experience in B2B Marketing leadership roles, specialising in IT. Her career has spanned the IT channel including roles in Distribution and vendor-side, with roles at start-ups and publicly listed companies. 

She is an award-winning APCJ & ANZ tech marketing leader, and is a diversity advocate and mentor for aspiring marketing talent.

The episode covers:

• The fundamentals of retaining talent 
• Approaching company values when there are multiple regions
• How to approach radical transparency
• What to do when values are not established well

Resources mentioned in this episode:

• Principles: Your Guided Journal - Ray Dalio
• The Five Dysfunctions of a Team - Patrick Lencioni

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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/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 Suzanne Pelizzari, APAC Marketing Director at CSG about how, as an APAC marketer, you can take your HQ campaigns and make them relevant for the region.

The episode covers:

• The challenges faced with international campaigns
• How to customise campaigns for the region
• How to approach the different markets within APAC
• The common mistakes regional marketers make when pursuing personalisation

Suzanne is a proactive, results-focused, global marketing executive who specialises in demand generation and pipeline marketing. She has a track record of achieving results by implementing innovative marketing strategies to help organisations tell their unique story, grow revenue, reach audiences, create communities, build partnerships and deliver experiences - all while building high-performing marketing teams who love to have fun at work.

With her current role at CSG, Suzanne has previously worked at ABB, Amdocs, Ergon Energy and RPM Global.

Resources mentioned in this episode:

• The Happiness Lab - Dr. Laurie Santos

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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/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 Norm Jefferies, Managing Director at Truis about his approach to staff retention.

The episode covers:

• Having a legacy mindset
• Norm’s 3 pillars of sustainability
• How to approach staff retention

Having joined Truis 30 years ago, fresh out of university, Norm now sits as the Managing Director and respected thought leader within the IT space. He is a committed advocate of bringing change and transformation to the IT industry through his thought leadership, always looking for opportunities to work smarter, improve efficiency, and build a better world.

As a leader, Norm’s motto in life and work is to “do something today that makes tomorrow better than yesterday”. He loves that he has helped to grow a business that allows our customers to answer the question, “how can we be better?” and help them solve challenges and improve their systems through impactful and thoughtful technology solutions where people come first.

Resources mentioned in this episode:

• How to Win Friends and Influence People - Dale Carnegie
• The Infinite Game - Simon Sinek
• Scaling Up - Verne Harnish
• Atomic Habits - James Clear

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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/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 Hoda talks with Theo Nasser, Chief Executive Officer at Right-Hand Cybersecurity about how Right-Hand built its customer acquisition channel and managed to land large enterprise customers as a new startup. 

Theo is the CEO and Co-Founder of Right-Hand Cybersecurity. Right-Hand provides a modern and interactive security awareness platform to help organisations quantify and reduce their employee cyber risk, build cyber culture and meet compliance standards. Prior to founding Right-Hand, Theo was a Sales Leader at FireEye and SonicWall, helping them expand their businesses across Asia-Pacific into Singapore, Australia, and Japan.  

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Download your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/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 James Wrigley, Principal at First Financial about his experience growing an audience on both LinkedIn and TikTok.

The episode covers:

• How to start building a personal brand online
• The differences between TikTok and LinkedIn
• Advice for building a personal brand on social media

James has been with the core group at First Financial for over 10 years, and he has worked his way through the planner training system through multiple roles.

He primarily works with two demographics of clients; wealth builders in their late 30’s and 40’s who are looking ahead into the future and those who are at or near retirement.

Resources mentioned in this episode:

• DailyVee - GaryVee

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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/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 Hamish Grant, Vice President Marketing at SafetyCulture about product-led growth.

The episode covers:

• The PLG model
• The importance of company culture in regard to PLG
• The importance of all customers

Hamish is an experienced marketer, strategist and business leader with a passion for new technologies and hyper-growth companies. He specialises in category-defining growth strategies from startup to enterprise, and has held a number of senior leadership roles in technology companies in Australia and around the world.

Resources mentioned in this episode:

• Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets

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

Programmatic Account-Based Marketing, or one-to-many, is one of three tiers of ABM, the other two being one to few and one-to-one. It is focused on a large number of accounts and tailoring campaigns at scale. 

The key to this style of ABM is having the right balance between personalisation and scale.

Compared to the other tiers, this one-to-many approach is more reliant on technology. This is because a one-to-many campaign can require targeting and delivering a personalised message to a large number of accounts, sometimes in the thousands.

If you are targeting upper mid-market, enterprise companies and government entities this session is tailored for you. 

​🎓 What you will learn in this session:

• How to start the one-to-many ABM process
• ​What KPIs you need to have in place
• How to plan your campaign objectives
• How to approach account selection
• How to approach budget allocation
• Scoring models for programmatic ABM
• The differences between APAC and other regions

​🎙Who are the speakers?

• Sumari Lottering - Senior Digital & Brand Marketing Manager at DocuSign APAC
• Shelby Crabtree - Senior Customer Success Manager, Strategic at RollWorks
• Shahin Hoda - Director at xGrowth
• Andrew Thompson (Moderator) - Managing Editor at Shift Research

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]