APAC's B2B Growth Podcast

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. 

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Shahin chats with Nina Christian about how businesses need to change their approach to content creation post-COVID and where should they focus their attention in order to provide more human experiences for their customers.

Nina Christian is a Marketing & Brand Strategist who helps businesses use thought leadership content to build their authority and widen their impact.

She is the Director of marketing agency Braveda, established in 2000, which focuses on helping brands produce high-calibre content and get it in front of the people they most want to do business with, and was named "Best Marketing Agency" at the Australian Marketing Excellence Awards.

As a marketing educator Nina also teaches people and brands to create their own thought leadership content in a more effective and human way, and is the creator of the Thought Leadership Content System™.

She has a knack for simplifying the complex which comes from being a hands-on mum to five young children, and uses this to turn time-sucking activities into easy to follow systems and processes that get outcomes fast.

She is a Certified Practicing Marketer (CPM), a Fellow of the Australian Marketing Institute & AMI State Chair (Vic), and mentor to countless young marketers and entrepreneurs around the world through her programs and social impact initiatives.

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In this episode, host Shahin Hoda chats with Malcolm Hamilton, Global Marketing Director at SAP, on why IT businesses worldwide are now taking marketing very seriously. Malcolm talks about the importance of having marketing at the leadership table, guiding decisions about what accounts and prospects to target. 

He also highlights the importance of having a strong understanding of the overall buyer’s journey and encourages IT leaders to be patient while expecting ROI from marketing initiatives.

Read the show notes: https://xgrowth.com.au/blogs/it-business-marketing/

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

In this episode, Shahin Hoda chats with Bron Gondwana, Chief Executive Officer at Fastmail about data privacy and the fast-moving, rapidly changing landscape that it's operating in.

Fastmail is a flourishing SaaS business providing privacy-focused email.

With over 20 years of experience working with email, Bron still hacks on the Cyrus IMAP mail server. At the IETF standards organisation, he chairs 3 working groups about email and calendaring, where he drove the introduction of JMAP. 

You can find Bron on Twitter as @BronGondwana or on the world’s biggest social network at [email protected].

Join the Growth Colony Slack channel: www.growthcolony.org/slack

In this episode Shahin chats with Kade Greenland, Senior Customer Strategy & Innovation Consultant at EY about strategic paralysis when it comes to marketing strategy, strategising and how to get out of the paralysis loop. 

Kade is a senior customer strategy and innovation consultant at EY. He is also the founder of Melbourne production and digital content agency, Khorus. With a background as an actor and filmmaker, he uses story to fuse connections between people, their organisations and the impact they are trying to make. He has worked with a range of clients from departments of the Australian Federal and Victorian State Government, major health insurers to local Melbourne startups and arts institutions.

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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/

Join the Growth Colony Slack Community: https://growthcolony.org/slack

In this episode, host Shahin Hoda chats with Peep Laja, CEO of Wynter and CXL about how B2B Marketers can revamp their messaging to compete in today's highly competitive environment where "everyone" is selling "everything."

Peep highlights the differences between differentiation and distinctiveness. He advises B2B marketers to focus on their brands rather than product features or services. Peep also talks about positioning and why awareness can be more important than differentiation.

Read the show notes: www.xgrowth.com.au/blogs/revamp-b2b-messaging/

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

In this episode, host Shahin Hoda chats with Steve Gershik, Advisory Board Member of Sales Lead Management Association (SLMA), about customer marketing and why B2B marketers need to double down on it.

During the conversation, Steve discusses the increasing need to drive loyalty and how customer marketing can play a significant role to achieve it.

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

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

Shahin talks to Ruth P. Stevens, B2B Marketing consultant, author and educator about everything marketing and data and why data is becoming more and more important in B2B.

Ruth consults on customer acquisition and retention, specialising in B2B markets. She advises companies on go-to-market strategy, sales lead generation, customer and prospect data, content marketing and ABM. 

Crain’s BtoB magazine named Ruth one of the 100 Most Influential People in Business Marketing. 

Read the show notes: https://xgrowth.com.au/blogs/organise-b2b-data/

Continue the conversation on Slack: www.growthcolony.org/slack

In this episode, Shahin Hoda chats with John Steinert of TechTarget about what B2B leaders should look for when evaluating intent data providers.

John unpacks the four categories of intent data providers in the market along with their pros and cons. He also discusses multiple factors such as sales teams' behaviour and the long-term strategic impact that marketers need to be mindful of during this evaluation process.

View the show notes here: https://xgrowth.com.au/blogs/navigate-intent-data/

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