APAC's B2B Growth Podcast

In this episode, we discuss how to transition from DemandGen to an Account-Based strategy. 

We discuss:

• ​How your marketing tactics are going to differ for successful account-based engagement
• ​How you’ll need to change your KPIs and metrics to measure success
• ​How your relationship and interactions with sales are going to change
• ​How should you change your approach to account and vertical research
• ​What tools you will need

ABM Talks are open AMA style session for ABM experts and the curious to discuss what’s happening in the world of Account-based marketing and ABX. 

If you want to participate in one of these sessions make sure to join the community slack channel at https://growthcolony.org/slack

In this episode, we're discussing tiering, the ABM pyramid and how to select the right kind of ABM per account.

We dive into the three different types of ABM: strategic, scale and programmatic. We chat about the differences and when is the right time to use each method (or even a blend of methods). 

Tiering and selecting the right kind of ABM is key to a successful ABM campaign. In an ideal world, you would have a very personalised and customised approach for all your target accounts. However, in the real world, we just don’t have the resources for that.

Tiering allows us to give the right amount of attention to the right accounts and helps when working with limited resources. Especially when you’re just starting.

ABM Talks are open AMA style session for ABM experts and the curious to discuss what’s happening in the world of Account-based marketing and ABX. 

If you want to participate in one of these sessions make sure to join the community slack channel at https://growthcolony.org/slack

Shahin chats to Yaagneshwaran Ganesh, Director of Marketing at Avoma about why you should reconsider planning your content based on a funnel and what are the alternatives.

Yaag has 13 years of marketing experience, and he actively helps early-stage martech startups with their content, more specifically in building their narrative and category.

He is among the top 100 global martech influencers and is recognised as one of the marketing mavericks by the World Marketing Congress.

 He is a TEDx speaker and has authored 7 books. He is also the host of The ABM Conversations Podcast - which is among the top 1% B2B marketing podcasts featuring some of the best marketers such as Seth Godin, Guy Kawasaki, Rand Fishkin, Jon Miller, to name a few.

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

In this episode, Shahin chats with Andrew Storrier, Global Content Strategy and Operations Manager at Hexagon about how to approach content creation for your account-based strategy and engagement.

Andrew is a 10-year veteran of content strategy, marketing, and production. Right now, he's obsessed with Analyst Relations and Sales Enablement as he and his colleagues transform Hexagon PPM into a world-class marketing function. He probably needs to get better at managing his personal life due to the aforementioned obsession.

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

In this episode, host Shahin Hoda chats with Nick Bell, founder of 12 digital marketing agencies and co-founder at Lisnic.com, about the mistakes B2B founders need to avoid.  

Nick starts by sharing his thought process for buying into a business and advises prospective founders to solve a problem by creating convenience. He also talks about the importance of having a solid marketing strategy and having the right people to run a company successfully. Nick closes the discussion by emphasising how having mentors can increase the growth rate - both personal and professional of any B2B founder.

Nick Bell is a five-time AFR Young Rich Lister, startup investor and owner of 12 global digital agencies, including Lisnic.com, First Page Digital and Removify.

Read the show notes: https://xgrowth.com.au/blogs/b2b-founder-mistakes/

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

Share of Search (SOS) is the most hyped marketing buzzword phrase of the past six months. Its advocates see it as marketing’s most important metric, a more relevant and practical assessment tool today than the traditional KPIs Share of Voice (SOV) and Share of Market (SOM).

​Holistic Analytics founder Tasman Murray agrees. Tasman describes SOS as a light-touch, high impact market share predictor. However, Forethought Executive Chairman Ken Roberts cautions that the act of searching is not causal and that SOS should not replace sound survey-based brand measurement.

​Listen for a fascinating Growth Colony debate between Ken and Tasman, facilitated by Mitchell Mackey, Fauto Group’s Marketing General Manager.

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

In this episode host, Shahin talks to Vanvisa Brown, Head of Demand Gen at DiviPay about Van's experience moving from a large organisation into a fast-growing, nimble startup. This is a question on the minds of a lot of marketers as COVID has accelerated the growth of many startups specifically in the SaaS space. But moving from a secure large organisation to a startup can be a daunting move for many. Van gives us insights to understand why she made the jump and if you are thinking about a similar move, how should you go about making that decision.

Vanvisa is a seasoned B2B marketing and ABM leader who recently left SafetyCulture to join a fintech startup, DiviPay. During her time at SafetyCulture, she spearheaded an ABM program across 3 regions: North America, EMEA and APAC. She also led a marketing team in the early days at Employment Hero. As the first marketing hire for DiviPay, her role is to build the demand generation and growth marketing function from the ground up.

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

In this episode, host Shahin Hoda chats with Lisa Leight, VP of Marketing at Convoso, about how newly appointed marketing executives can build a new team from scratch and better leverage the existing resources at their organisations. 

Apart from sharing experience at Convoso, Lisa talks about the importance of staying close to the customer, aligning with sales, setting up scalable processes and leveraging data efficiently. She also advises new marketing executives to have the right people at the right places to drive results.

Lisa is the VP of Marketing for Convoso, the leading innovator of call centre software for sales and lead generation teams. After many years, Lisa joined the Convoso team, successfully spearheading its marketing efforts in the software, aerospace, and technology industries. 

Read the show notes: https://xgrowth.com.au/blogs/advice-vp-marketing/

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

In this episode, host Shahin Hoda chats with Michael Doherty, Head of Business Development at Smarter City Solutions about how to sell and market to government organisations. 

Michael talks about how selling to the government is different from selling to private players. He also mentions that having patience and belief in one’s product is the key to success in the B2G market.

Michael Doherty has been at the forefront of parking technology for close to a decade, having worked with many of the businesses behind Australia’s leading parking and payment apps and cloud-based permit and compliance technologies. As Head of Business Development for Smarter City Solutions, he oversees the sales and marketing of unique integrated parking solutions for local councils, universities and corporate clients all over Australia and beyond.

Read the show notes: https://xgrowth.com.au/blogs/market-sell-government/

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

ABM Talks are open AMA style session for ABM experts and the curious to discuss what’s happening in the world of Account-based marketing and ABX.

Today we’re tackling the topic of how to sell account-based marketing to the sales team. 

According to a LinkedIn survey 56% of B2B brands now leverage ABM, a TOPO report also points out 80% of marketing teams worldwide have confirmed a higher return on investment from ABM initiatives.

But for ABM to have any chance of success, the sales and marketing teams need to be aligned. Forester reports that having an active collaboration between the teams to craft and execute ABM plans have a much higher chance of exceeding their targets.

For the first half of this session, Shahin tackles the topic, then in the second half, we answer submitted community questions around ABM. 

If you enjoy the episode please consider giving us a 5-star rating in Apple Podcasts and share the pod with a friend you think could get value for it.

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