APAC's B2B Growth Podcast

Shahin chats with Robin Zhang, Head of Marketing at Thought Machine about how B2B marketers should approach career development and plan in 2022.

Robin joined Thought Machine with 18 years of experience in various global and regional marketing leadership roles at EY and Deloitte, covering a wide range of marketing disciplines from events, content marketing, account marketing, branding and communications, to operations.

Prior to the Big Four, Robin was the product marketing manager of Dun & Bradstreet’s e-commerce division, eccelerate.com, and led the go-to-market effort of its first digital solution.

Robin started her career as a software engineer. Her passion for technology and market strategy has led to her extensive experiences in helping businesses launch technology-centric products and services globally.

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Shahin Hoda chats with Jill Berry, CEO & Co-Founder of Adatree about how organisations should approach and target the financial services space in Australia, what works, what doesn't work and how to ensure a successful sales and marketing approach to the sector

Adatree is an Australian financial technology company at the forefront of Open Banking, also known as the Consumer Data Right (CDR). As an Open Banking advocate passionate about solving big problems with high-impact solutions, Jill used her experience in building banks (AMP, Tyro Payments and Volt) and developing innovative financial products to co-found Adatree in 2019 alongside colleague Shane Doolan. She currently sits on The University of Sydney Business School Advisory Board.

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Shahin Hoda chats with Joanne Schofield, Director of Marketing, ANZ at The Access Group, about how marketers can build a plan that generates a pipeline. 

Joanne advises marketers to start with their organisation’s business objectives. She then recommends working backwards from the company-wide revenue growth projections to develop a realistic target and a plan for the marketing team. 

During the conversation, Joanne also talks about important considerations while building an effective marketing plan such as the role of SDRs, product marketing, historical conversion rates and handling marketing sourced versus marketing influenced revenue.

Read the show notes: https://xgrowth.com.au/blogs/marketing-generates-pipeline/

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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.  

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

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On today’s podcast, host Shahin Hoda talks with Nicki Shirley, Head of Marketing at Qruios about creating thought leadership that stands out and how she has done exactly that in her role at Qrious.

Nicki has over 20 years of experience implementing exceptional B2B tech marketing in New Zealand. She’s passionate about achieving business growth by combining the art and science of marketing. As well as embracing agile marketing practices and empowering marketing teams, Nicki is also a committee member and judge for the NZ Marketing Association and regularly speaks at marketing events.

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In this episode, host Shahin Hoda chats with Leandro Perez, Vice President, Asia Pacific Marketing at Salesforce, about how he manages his team and executive stakeholders in the post-COVID world. 

Leandro stresses the importance of empathising with employees’ situations while working on a project. He also shares his approach to boosting employee morale and ensuring proper upskilling of his team.

Furthermore, he talks about how he aligns his KPIs with that of the business when it comes to marketing and the internal communication structures that he has established for providing visibility on all marketing efforts to stakeholders outside of the marketing teams.

Leandro leads marketing across the Asia-Pacific region for Salesforce. Previously at Salesforce, he led the global corporate messaging team, responsible for crafting and disseminating the Salesforce corporate narrative to 50,000 employees and millions of customers globally each year.

Read the show notes: https://xgrowth.com.au/blogs/marketing-leadership-postcovid/

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In this episode, host Shahin Hoda chats with Iris Luo, APAC Marketing Lead at Zoom, about the current state of virtual B2B events and what marketers can do to better leverage tools such as Zoom while taking their traditional physical events online.

Iris advises marketers to decide on the experience they want to create for their audience before going into the features of the solution being used for the delivery. She also talks about hybrid events and the need to bridge the online and onsite community gap from an experience standpoint.

Read the show notes: https://xgrowth.com.au/blogs/future-b2b-events/

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In this episode, host Shahin Hoda chats with Ray Kloss, Director of Brand Marketing for APJC at Cisco, about how diversity within the region impacts marketing and what can marketers do to set themselves up for success.

During this interesting conversation, Ray talks about the importance of having an “insider” from every culture to help make better marketing and hiring decisions.

He also shares some valuable advice on mentoring, having a local network and managing the APAC region, specifically India and Japan, by citing stories from his personal experience. 

Ray is a seasoned B2B marketer with over two decades of experience across all aspects of enterprise software and technology, including sales, marketing, ecosystems & channels, and delivery.

He has successfully led major projects across North America, Greater China, Southeast Asia, India, Japan, Australia and New Zealand.

Read the show notes: https://xgrowth.com.au/blogs/lead-apac-marketing/

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In this episode, host Shahin Hoda and Andrea Dixon from DocuSign analyse how the COVID-19 pandemic has placed lead scoring under the spotlight.

Andrea goes through some examples of how her team has improved their own processes and about the new industries reaching out to DocuSign. Her unique perspective is a priceless insight to understanding the importance of lead scoring, today and in the future.

Read the show notes: https://xgrowth.com.au/blogs/lead-scoring-docusign/

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Host Shahin Hoda chats with Michele Clarke, Head of APAC Marketing at Secure Code Warrior to tap into her wealth of knowledge on Account-Based Marketing.

Michele discusses how to run ABM pilot campaigns and her advice for other marketers thinking of embarking on an ABM journey.

Michele has over 15 years of experience in B2B demand generation within the IT & Cybersecurity sector across APAC. She is passionate about driving growth in organisations large and small.

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