Want an acquisition channel that gets you an almost 100% conversion rate? Well in our chat with Elise Balsillie, CRO at Thryv Australia & New Zealand, we got to learn about how they accidentally stumbled across their very successful customer referral channel. What to expect in the episode... How your company can be customer-focusedThe importance of customer advocacyThe challenges that took place during the initial customer advocacy journey Through her 18 years of experience -...

Dreaming of being CRO? Time to turn that dream into a reality! With the wise words of Kim Robertson, you'll learn the 'must-dos' and 'don'ts' and how people in marketing are just as capable of this role as compared to those with a sales background. What to expect in the episode... Defining the CRO roleThe must-have attributes of a CROUS vs APAC Kim is a highly skilled marketer and commercial strategist with over 22 years of experience in both B2B and B2C markets. She is widely recognised...

Listen in on today's topic of influencer marketing and AI in the B2B space with Head of Global Influencer Marketing at SAP, Ursula Ringham. What to expect in the episode... AI in the B2B spaceDesigning B2B influencer campaignsAI and B2C Influencer Marketing After a successful career at Apple and Adobe, Ursula Ringham, became a stay-at-home mum. When she decided to re-enter Big Tech, she had to start all over.  10 years ago, Ursula came to SAP through the backdoor and from the ground...

Find out what's going on in the marketing world right now with Alex, Shahin & Vinnie. This episode covers the following: LinkedIn & Ipsos’ B2B Market BenchmarkKitKat’s ‘Have Ai Break’ adGreg Daines’ video on NPS and customer retention _________________ 🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/ Hosted & Produced by Shahin Hoda, Alexander Hipwell, Vinnie Romano & Allysa Maywald, from xGrowth. We would love to get your questions, ideas...

Head of Marketing of Finastra, Joerg Klueckmann, joins Shahin to chat about finding the balance between being a creative and data-driven marketer in the B2B space. What to expect in the episode... How to sell creative to leadershipHow to build a great creative teamUsing AI as a co-pilot With more than 20 years of leadership experience, Joerg transformed global marketing organisations across the B2B software industry to become integrated, high performing and digital-first. He believes...

Suzana Ristevski, CMO, Executive Group Marketing of NAB chats with Shahin Hoda of xGrowth about how one of the biggest banks in Australia transformed their marketing technology in 5 years. What to expect in the episode... What MarTech transformations look like for big companies like NABThe main components of the new NAB MarTech stackGenerative AI for banks Suzana first joined NAB in January 2017 as General Manager, Business Bank Marketing & Customer Strategy and is currently the...

Shahin chats with Jenna Pipchuk, Chief Sales Officer at 3P Learning, about the Unified Commercial Engine (UCE) and how it can completely transform sales and marketing alignment. Jenna’s commitment to excellence and innovation is turning heads for good reason. With a reputation for transparent leadership and building great teams, she is an influential force within the tech industry.  Former CSO of SMART Technologies, her insights and management transformed the SMART organisation to one...

Shahin chats with Imogen Broomhead, Director of the Executive Briefing Program, Asia Pacific Japan at ServiceNow, discussing the strategies for building an effective Executive Briefing Center in the APAC region to engage and grow relationships with c-suite executives. With 15+ years in the industry, Imogen is a passionate and dedicated Tech Marketer who doubles down on sales partnering to build and strengthen relationships within the C-suite and drives deal acceleration. She launched the...

Shahin chats with Ed Breault, Chief Marketing Officer at Aprimo, about how marketing teams can leverage generative AI tools like ChatGPT in their day-to-day marketing activities. As CMO, Ed drives the brand’s go-to-market strategy across all marketing functions to empower the marketing organisations of today to become the genius brands of tomorrow by unleashing the power of content. Ed combines his growth marketing expertise and extensive background in brand development with his passion...

Shahin chats with Mark McInnes, Outbound Sales Trainer and Founder of Sales Development Australia, about how to build a sales development sequence. They talk about calls, emails, LinkedIn, direct mail and how to leverage them in your sequences so you can grab the attention of your prospects.  A sales trainer and coach with over 25 years of experience in B2B selling environments, Mark helps his clients start new conversations, find new customers and start that first part of the...

Find out what's going on in the marketing world right now with Alex, Shahin & Vinnie. The episode covers the following: The State of Account-Based Marketing in APAC Report 2023First-party vs third-party dataHow to plan your 2024 B2B marketing strategy Resources mentioned in this episode: The 2023 State of Account-Based Marketing in APAC Report - xGrowthIs first- or third-party audience data more effective for reaching the ‘right’ customers? - MIT ArticleWhat's Measured is Managed -...

Want to prepare your ABM tech stack for 2024? Well on the pod, we have Yulia Olennikova here to chat about the fundamentals of a tech stack that you should consider for your ABM. You'll also learn about... Identifying your accountsBeing creative with one-to-few and one-to-one accountsThe predictions for the future of ABM tech stacks Yulia is Head of Marketing at N.Rich, the leading European ABM platform. Previously, Yulia led the marketing launch of several products at Semrush (NYSE:SEMR),...

Here to chat about mastering account selection for ABM is Joanna Moss, Director of Executive Programs and Account-Based Marketing, from Salesforce. Not only will you hear about how Salesforces aligns their sales and marketing teams but you will also learn... How demand gen, ABM and executive engagement come togetherThe executive engagement functionHow to measure the success of your ABM programs Having worked within and across Australian, Asian and European markets, Joanna has a solid...

Joining Shahin on the pod is Leigh Barnes, Chief Customer Officer at Intrepid Travel. Learn how transparency is a key factor in how you can build trust with the partners and customers of your brand. The episode covers the following: How to go about being transparentMaintaining commitment with partners and customersThe importance of creating cool contentBalancing brand marketing and performance ‘Barnes’, as he is known, is responsible for leading Intrepid’s global marketing, CX and...

Shahin chats with CMO, Sophie Paulin, from the Australian tech company Ordermentum about purpose-driven marketing and the importance for marketers to lean in and shape the future of marketing now.  The episode covers the following: What it means to be authenticWhat is purpose-driven marketing?Important metrics and tacticsCreating meaning for customers Sophie comes from a background of digital strategy and marketing where she spent many years focused on the intersection of sociology and...

Find out what's going on in the marketing world right now with Alex, Shahin & Vinnie. The episode covers the following: Hubspot acquires B2B data provider, ClearbitThe Optus outageLinkedIn's AI job seeker coach Resources mentioned in this episode: HubSpot picks up B2B data provider Clearbit to enhance its AI platformPossessed - The Origin Story of a B2B MarketerLinkedIn launches AI job seeker coach for premium subscribers _________________ Hosted & Produced by Shahin Hoda,...

Learn about go-to-market strategies and how to use your customer insights with Shahin and Georgia Swanson, Global Director of Strategy and Growth for NCS NEXT. The episode covers the following: How to use data from customer interviewsUsing an account-centric persona structureHow to stay aligned with brand tone and voiceThe importance of prioritisation & data accuracy Georgia is a multi-award-winning executive leader and has turned her elite sporting background into a relentless drive...

In this episode, host Shahin Hoda chats to Cath Brands, CMO at Flintfox about crafting exciting and fun B2B stories. Cath has extensive experience in both B2B and B2C, working with 8 fortune 500 companies, running campaigns that have broken Guinness world records, has worked with some of the giants of our world such as Amazon and Microsoft -- and has been able to translate the excitement of liquor and Coca-Cola storytelling to the Amazon and Microsoft world. A New Zealand native, Cath...

Shahin chats with Belinda Pervan, Vice President, APJ marketing at Veeam about how Veeam's marketing team stays creative while constantly testing new ideas and pushing boundaries. Belinda is passionate about leadership and enabling her teams be the best marketers and human beings possible. Living through example, she measures her success on how she can enable her teams' own achievements and growth to reach their career and business goals. In our information-driven economy, Belinda...

Shahin chats with APJ Marketing Director, Stephanie Dechamps, from Boomi about running programmatic (one:many) ABM programs in the APAC region. From Journalism to AdTech to MarTech, Stephanie’s career took a new turn when she decided to explore how performance data can drive revenue.  Building and leading the APJ marketing team, she also covers all aspects of marketing (events, digital, integrated demand, partner, customer, brand, PR, operations, and product).  Stephanie believes in the...

On this episode, Alexander Hipwell is joined by Shahin Hoda and Vinnie Romano to chat about the ins and outs of the current B2B marketing world. The episode covers the following: The responsibilities of Marketing since CovidPredictions and PLGLinkedIn and it's new generative AI feature Resources mentioned in this episode: Marketing Responsibilities ArticleMark Ritson's post on LinkedIn AI featureZag - Marty NeumeierDiscipline is Destiny - Ryan Holiday _________________ Hosted &...

In this episode, host Shahin Hoda chats with Andy Crestodina, Co-Founder and Chief Marketing Officer at Orbit Media, about the approach marketers can take to create compelling research-based content. Andy Crestodina is the co-founder and Chief Marketing Officer of Orbit Media, an award-winning 40-person digital agency in Chicago. Over the past 20 years, he has provided digital marketing advice to 1000+ businesses. Read the show notes:...

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 campaignsHow to customise campaigns for the regionHow to approach the different markets within APACThe common mistakes regional marketers make when pursuing personalisation Suzanne is a proactive, results-focused, global marketing executive who specialises in...

This week on the pod, Shahin is joined by Ed Locher to chat about the ever-changing marketing playbook and what we can expect to see in the future of marketing tactics. The episode covers the following: How the role of marketing is changingCreating demand vs capturing demandThe evolution of marketing tacticsWhat KPIs you should focus on Ed is a global B2B marketing executive with over 20 years of experience helping public, private, and PE-backed organisations create value through revenue...

This week, Shahin is joined by Taryn Williams and Joe Rezendes from #Gifted, to chat about influencer marketing in the B2B space. The episode covers the following: How to integrate influencer marketing into your strategyThe difference between B2B and B2C influencer marketingIn-house vs external influencersThe importance of User Generated Content (UGC) Taryn Williams is a multi-award-winning founder and CEO and over the course of 20+ years has earned a reputation as one of Australia’s...