As AI continues to be added into the way we work in many industries, it's no surprise if you've thought about how AI will affect your job. We spoke with Aaron McEwan, VP of Research and Advisory at Gartner to talk about the future of AI in the marketing workplace.

This episode also covers...

• Gartner’s hype cycle
• What roles are going to be impacted by AI the most?
• AI and revenue generation
• Decision-making with AI

About Aaron...

As a strategic advisor to Heads of HR and senior executives, Aaron appreciates how essential talent is to organisational performance and growth and believes that great ideas, backed by rigorous science, have the power to unlock the potential of individuals, organisations and the world. 

At Gartner, he advises and coaches senior executives to innovate their HR strategies and challenge standard practice by harnessing data and insights derived from the world’s leading companies. 

Recently named a top 100 Global HR influencer by Engagedly, Aaron is a Fellow of the Australian Human Resources Institute, a columnist for InsideHR and serves on the national committee for the Australian Psychological Society’s Interest Group in Coaching Psychology. He also advises several tech start-ups and teaches in the Masters of Organisational Coaching program at Sydney Business School. He is an Honorary Associate at Macquarie University and have guest lectured at the University of Queensland, Griffith University and the Australian College of Applied Psychology. 

Outside of the corporate world, Aaron spent 10 years writing and performing original music where he learned that creativity, authenticity and human connection sit at the heart of great songs and great performances. Whilst he no longer performs on stage, Aaron continues to write songs and gets his live performance kicks from public speaking.

Resources mentioned in this episode:

• World War Z - Max Brooks
• Humans + AI - Ross Dawson
• Chris Howard
• Reid Hoffman

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📚 Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/

Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.

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Learn the differences between working in a Market Leader company versus a Challenger brand, with Co-Founder and CEO of Truescope, John Croll AM.

This episode also covers...

• Transitioning from Market Leader to Challenger
• How to differentiate yourself in the market
• How to have effective brand awareness

About John...

John is the current Co-Founder and CEO of Truescope, a global Media Intelligence company serving corporate and government clients in a number of countries. Previously, John was appointed CEO of Media Monitors Pty Limited in 1999. John led Media Monitors and subsequently Isentia, through private equity and an IPO on the Australian Stock Exchange to be Asia Pacific’s leading media intelligence company delivering services to 5,000 clients in 11 markets with more than 1,200 employees. 

Isentia was listed on the ASX in 2014 and John resigned in February 2018 after nearly 20 years as CEO and Managing Director. He is a Life Fellow of the Public Relations Institute of Australia, a Fellow of the International Association for the Measurement and Evaluation of Communications (AMEC), and a member of the Institute of Company Directors. 

John is Chair of the Australian Sporting Alliance for People with a Disability, was Vice President of the Australian Paralympic Committee for eight years and Chair of Disability Sports Australia. His service to people with a disability and sporting organisations saw him awarded a Member of the Order of Australia (AM) in 2019.

Resources mentioned in this episode:

• The Hard Things About Hard Things - Ben Horowitz
• SaaStr - Jason Lemkin

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📚 Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/

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]

And for all our other socials visit: https://mtr.bio/xgrowth

What do you know about Person-to-Person Communication (P2P)? Well, Vinnie sat down with Fern Canning to find out more on how P2P can help with your B2B strategies.

This episode also covers...

• How to build brand trust
• The importance of employee advocacy
• How to approach personal branding for executives 

About Fern...

Fern is a distinguished marketing communications leader with over 20 years of experience, renowned for her expertise in growing, evolving and safeguarding some of the world's largest brands across diverse industries including technology, FMCG, wellness, retail and automotive. Her career spans both agency and client-side roles, within both B2C and B2B environments.

Fern's leadership roles include serving as Managing Director of Australia, and Executive Vice President, across Asia Pacific, at leading global marketing communications firms, where she drove significant business transformations and fostered high-performing teams across multiple regions. She also led global marketing communications strategy for PayPal, whilst sitting right here in Australia.

Previously, Fern served as Marketing Director at Deloitte Australia, where she continued to shape the future of marketing and communications with her visionary leadership and commitment to excellence.

Fern is currently also co-authoring a book with The Ethical CEO, Adam Long. Titled Getting People to Give a F*ck: Marketing Strategies for Ideas That Matter.

Resources mentioned in this episode:

• The Marketing Academy
• Marc Pritchard
• Syl Saller
• Mark Ritson
• The B2B Institute
• Leandro Perez

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📚 Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/

Hosted & Produced by Vinnie Romano, Allysa Maywald & Alexander Hipwell, from xGrowth.

We would love to get your questions, ideas and feedback about Growth Colony, email [email protected]

And for all our other socials visit: https://mtr.bio/xgrowth

This episode is all about how YOU can make YOUR mark in the B2B Market! Growth Tribe's very own, David Arnoux, shares an amazing list of Gen AI tools and a number of growth strategies and tactics that can help you stand out in the B2B space.

This episode also covers...

• How Growth Tribe got to where they are now
• What key tactics are important within your growth strategy
• The importance of experimentation
• How to leverage AI for your business

About David...

David Arnoux is the co-founder and CEO of Growth Tribe, a digital learning platform focused on Marketing, AI and Business skills. Growth Tribe boasts 37000 alumni and 1000+ companies trained, ranked #1 edtech in the Netherlands #1 and #5 in Europe.

A pioneering growth marketing expert, David empowers businesses with data-driven strategies and cutting-edge digital techniques. His innovative approach to education has made Growth Tribe a leader in teaching essential skills for the digital age.

David is a respected thought leader in Growth, Marketing and Business in general.

Resources mentioned in this episode:

• G.R.O.W.S experimentation framework
• Deep Work - Cal Newport
• Growth Tribe Blog
• The Rundown AI - Rowan Cheung
• Ethan Mollick

Gen AI tools that are on David’s radar:

• Perplexity - A research tool
• LM Studio - Where you can play around with LLMs
• Make.com - Workflow automation
• MindStudio - Building internal or client-facing apps
• CrewAI - AI agents and multi-agents
• NotebookLM - Research tool by Google
• Uizard - Prototyping and user interface
• ElevenLabs - Replicating voice

_________________

🎯 Do the survey here: https://bit.ly/4drohYX

📚 Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/

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]

And for all our other socials visit: https://mtr.bio/xgrowth

To chat about being a modern marketer with a focus on brand and team alignment is Lara (Vandersluis) Barnett, Head of Marketing at Logicalis. She joins host, Vinnie Romano, in finding the true importance of sales and marketing alignment...

This episode also covers...

• How marketers can understand sales
• How brand health surveys can help with market research
• What are marketing development funds (MDF)?

About Lara...

Lara is a senior B2B marketing leader with extensive experience rolling out full-scale marketing programs in the technology and IT services sector across APAC.

Having appeared on stage and in print as a marketing thought leader, Lara loves building out high performing marketing teams, with a focus on harnessing the power of the sales/marketing relationship, producing measurable business outcomes, and creating exceptional customer experiences.

A passionate storyteller and brand builder, Lara has been privileged to foster extraordinary partner and stakeholder relationships throughout her career. She has worked across a range of industries including technology, financial services and construction, utilising her extensive knowledge of the full marketing mix to create innovative and strategic marketing plans with a highly commercial focus.

Resources mentioned in this episode:

• Start with Why - Simon Sinek
• Mini MBA - Mark Ritson
• Axel Sukianto

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🎯 Do the survey here: https://bit.ly/4drohYX

📚 Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/

Hosted & Produced by Vinnie Romano, Allysa Maywald & Alexander Hipwell, from xGrowth.

We would love to get your questions, ideas and feedback about Growth Colony, email [email protected]

And for all our other socials visit: https://mtr.bio/xgrowth

Chief Marketing Officer of Macquarie Technology Group, Anthony Emmanouil, joins Shahin on the pod to chat about Macquarie Telecom's successful customer experience program.

This episode also covers...

• The beginning of Macquarie Telecom
• The importance of brutal transparency
• How to attract the right team
• Where to start on a CX journey

About Tony...

Anthony is a veteran of the Australian IT&T sector, having held leadership positions in sales and marketing over the last 25 years. 

With a career spanning cloud services, cybersecurity, software, networks, and AI, he has worked with world-leading industry names including Optus, Ericsson, Trend Micro and Gartner. 

Anthony now serves as CMO of ASX 200 leader Macquarie Technology Group, where he works closely with the company’s senior leadership and board to drive Macquarie’s brand narrative around customer experience, technological innovation, and workplace culture. 

Anthony is a renowned speaker and corporate spokesperson with many years’ of experience hosting, engaging and educating audiences on how to drive business success through marketing.

Resources mentioned in this episode:

• Customer Magic - Joseph Michelli
• The Ultimate Question - Fred Reichheld
• Good to Great - Jim Collins
• Oh, the Places You'll Go! - Dr Seuss
• Macquarie Telecom Video

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🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/

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]

And for all our other socials visit: https://mtr.bio/xgrowth

Stephanie McCredie, Senior Director for Top Accounts & Account-Based Marketing, Asia Pacific at Salesforce, joins Shahin in the episode to chat about AI in ABM.

With AI being all the rage at this time, you've probably been using generative AI in your strategies and projects.

But are you using AI to its full potential?

This episode also covers...

• How to use AI for account selection
• Including AI in the customer journey
• Refining messaging and offers using AI
• Where AI won't play a role

About Stephanie...

Stephanie is proud to lead a team focused on amplifying customers’ trailblazing stories and creating mutual and sustainable customer value through account-based marketing experiences for some of Australia and New Zealand's leading organisations. 

With over 20 years of experience in B2B marketing, her leadership roles include pioneering ABM at IBM Australia and helping large corporate clients and startups grow across culturally diverse global markets in Asia Pacific, Latin America, Central Eastern Europe, Middle East, and Africa.

Stephanie believes that great customer experiences are fundamentally about a human connection that can be enhanced and supported by innovative and predictive technology.

Resources mentioned in this episode:

• Any Ordinary Day - Leigh Sales
• Salesforce Marketing AI Solutions

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🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/

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]

And for all our other socials visit: https://mtr.bio/xgrowth

CEO of Trendemon, Avishai Sharon, joins Shahin on the episode to chat about optimising digital experiences in B2B marketing.

Learn about what's working in the digital experience space and how you can connect with your audience better.

This episode also covers...

• Tactics and strategies for building meaningful digital experiences for your audience
• Gated vs Ungated content
• Content creation with LLMs

About Avishai...

Avishai Sharon, the Co-founder and CEO of Trendemon, brings over 20 years of experience in marketing and sales technology.

Prior to Trendemon, which is transforming B2B and ABM web experiences, he founded GISight, a software development agency catering to Fortune 500 companies.

Avishai honed his leadership abilities in the Israeli Air Force, where he served as an officer in critical technological roles.

Outside of work, he is an extreme sports enthusiast, engaging in activities like kitesurfing, diving, paragliding, and marathon running.

Resources mentioned in this episode:

• The Hard Thing About Hard Things - Ben Horowitz
• Team of Teams - Stanley McChrystal

_________________

🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/

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]

And for all our other socials visit: https://mtr.bio/xgrowth

Remarkable human, Guy Kawasaki, joins Shahin to tell us about his new book, Think Remarkable, and how Guy's findings can be implemented in not only marketing but in your own life too.

About Guy

Guy Kawasaki is the chief evangelist of Canva, author of Think Remarkable, host of the Remarkable People podcast, and adjunct professor of the University of California, Santa Cruz. He was the chief evangelist of Apple, Mercedes Benz brand ambassador, and trustee of the Wikimedia Foundation. He has also written The Art of the Start 2.0, The Art of Social Media, Enchantment, and twelve other books. Kawasaki has a BA from Stanford University, an MBA from UCLA, and an honorary doctorate from Babson College.

Resources mentioned in this episode:

• Think Remarkable - Guy Kawasaki
• Guy Kawasaki's Remarkable People
• If You Want to Write - Brenda Ueland
• David Aaker

_________________

🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/

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]

And for all our other socials visit: https://mtr.bio/xgrowth

In this episode, Shahin chats with Gabrielle Pirzad, Director of ABM Strategy & Global Programs at Cloud Software Group.

Customer engagement is a crucial part of your Account-Based Marketing strategy, allowing you to figure out what's working and what's not.

This episode also covers...

• How to measure customer engagement in your ABM strategy
• How to make those segmentation decisions
• How to evaluate the success of your targeted ABM campaigns

About Gabrielle...

With over 15 years of experience in B2B marketing, Gabrielle is a leader who thrives on innovation, collaboration, and customer-centricity.

Gabrielle has leveraged her skills and credentials in Marketing, CRM, consulting, and NLP to understand the needs and preferences of her customers, and to design and implement solutions that generate value and loyalty.

Resources mentioned in this episode:

• NLP at Work - Sue Knight
• Why We Buy - Katelyn Bourgoin

_________________

🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/

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]

And for all our other socials visit: https://mtr.bio/xgrowth