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Shahin chat's with Joanne Woo, Global VP, Division Head of Marketing & Communications at ABB about purpose-driven marketing and how brands can be a force for good. From global conglomerates to fast-growing start-ups, Joanne is an award-winning marketer with deep experience building brands.  She is the first Australian to sit on the global leadership team for one of the company’s largest divisions, where she leads a global team of communications experts and oversees the full marketing and communications function across more than 50 countries.  Prior to ABB, Joanne held roles as Vice President, Communications, at GE; Head of Corporate Affairs at Deliveroo; and GM External Communications at Siemens.  Joanne is a fierce advocate for diversity and inclusion, serving as a mentor on the Superstars of STEM program. She is also the Curator for TEDxMelbourne.  The episode covers: What is purpose-driven marketing? How to implement a purpose-driven program. ABB’s Unstoppable - a global campaign. The importance of storytelling. Resources mentioned in this episode: Unstoppable - ABB global campaign The Power of Vulnerability - Brené Brown Seth Godin _________________ For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/ Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/ Join the Slack channel: https://growthcolony.org/slack 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 podcast@xgrowth.com.au

Shahin chats with Luca Destefanis, Head of Marketing, APAC at Kyndryl about how to make your budget go further in 2023, especially with the recent layoffs and budget cuts occurring in the industry. Luca is a senior marketing executive with a strong business background, rooted in 25 years of international experience across Asia, Europe and the US. He transforms organisations, develops talents, and simplifies complexity to create purpose-driven brands and high-impact marketing campaigns.  Luca is passionate about exploring trends in contemporary art; better-understanding humans through behavioural and neurosciences, and wellness. The episode covers: How to focus on efficiency and effectiveness. The importance of having a growth mindset. The significance of localisation and standardisation. What to do with a tight budget. Resources mentioned in this episode: Build - Tony Fadell Adam Grant _________________ For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/ Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/ Join the Slack channel: https://growthcolony.org/slack 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 podcast@xgrowth.com.au

Shahin chats with Bronwyn Karaoglu, Global VP of Marketing at Ignition about the important conversations to have and building rapport with your CFO.  With over a decade of experience driving marketing competency for leading B2B global technology companies like SiteMinder (ASX:SDR) and Genbook (acquired by Booksy in May 2021), Bronwyn leads the marketing function for Ignition globally, serving over 6,000 customers in over 20+ markets.  The episode covers: Understanding financial metrics. How to approach your budget. How to justify a new headcount. Building rapport with your CFO. Resources mentioned in this episode: Morning Brew - Blog Dave Yuan - Tidemark _________________ For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/ Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/ Join the Slack channel: https://growthcolony.org/slack 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 podcast@xgrowth.com.au

Shahin chats with KP Unnikrishnan “Unni”, Vice President of Marketing (APJ), at Palo Alto Networks, about the basic fundamentals of how to drive growth strategy in your business. Unni has worked in the technology sector for over 2.5 decades including management roles in marketing, strategy, partnership and sales. He has held senior leadership roles in high-growth environments in both multi-billion-dollar organisations and early-stage companies/ businesses. Unni was named in the Future B2B CMO 100 in 2022 and the 100 Most Talented Global Marketing Leaders by the World Marketing Congress in 2014. He frequently speaks at industry forums and has been featured in leading publications on areas around marketing strategy, account-based marketing, technology trends, business, culture and leadership. He holds an engineering and an MBA degree with leadership courses from Kellogg School of Management, Stanford Graduate Business School and Singapore Management University. In his free time, Unni enjoys cycling and yoga, and tries his hand in painting and photography. The episode covers: Who are Palo Alto Networks? How to build competency. The importance of a growth mindset. The significance of disruption and innovation. Resources mentioned in this episode: A.I.SHA - My Virtual Girlfriend - Palo Alto Networks Tuesdays with Morrie - Mitch Albom _________________ For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/ Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/ Join the Slack channel: https://growthcolony.org/slack 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 podcast@xgrowth.com.au

Shahin chats with Dan Sutic, a seasoned marketing professional in B2B SaaS space about how to effectively run sales development across the APAC region while recognising the diversity of markets and cultures in the region. Dan is a seasoned marketing professional with 13+ years of experience. He has worked across ANZ and APJ regions and has held a variety of roles, including individual contributor and leadership positions in people management. Dan's passion lies in demand generation, and he enjoys working closely with sales teams to drive results. The episode covers: Managing an SDR team as a Marketer. Approaching different geographies. Advice for expanding into different regions. The common mistakes when building an SDR team. Resources mentioned in this episode: The Subtle Art of Not Giving a F*ck - Mark Manson _________________ For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/ Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/ Join the Slack channel: https://growthcolony.org/slack 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 podcast@xgrowth.com.au

Shahin chats with Matthew Robinson, Vice President of Marketing, APJ, at Contentsquare about how to humanise your digital customer experience in 2023. Matthew Robinson is the Vice President of Marketing, APJ at Contentsquare, a leading digital experience analytics platform. He has over a decade of experience as a tech marketer and his out-of-office status rotates between 'away scuba diving' and 'on the beach' but what he'll rarely admit is most of this time is spent eating pizza. The episode covers: The trends in digital customer behaviour The successful tactics The differences between small-market and enterprise How to build a customer journey Resources mentioned in this episode: Purple Cow - Seth Godin The Diary Of A CEO - Steven Bartlett High Performance Podcast Boring2Brave - Mark Choueke _________________ For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/ Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/ Join the Slack channel: https://growthcolony.org/slack 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 podcast@xgrowth.com.au

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 driven by customer-centric, data-driven decision-making. Her relationship-driven approach to her role, and emphasis on building better ways of working, earned her the well-deserved title of 2022 Channel Chief by CRN and a feature in the Harvard Business Review. The episode covers: What is the Unified Commercial Engine? How the budgeting works The proof points of UCE The mistakes made in approaching UCE Resources mentioned in this episode: Brené Brown Revenue Operations - Stephen Diorio & Chris K. Hummel Brent's Breakdown - Brent Adamson You can access the extended show notes right here! _________________ For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/ Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/ Join the Slack channel: https://growthcolony.org/slack 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 podcast@xgrowth.com.au

Producer, Lysa, chats with Shahin Hoda, Director of Growth at xGrowth, all about his experience of being made redundant and the current economic situation. Shahin is the Founder of xGrowth, a B2B growth agency helping organisations close more mid-market and large enterprise deals. He's making that happen by popularising Account-Based Marketing (ABM) in Australia, working alongside B2B leaders implementing ABM strategies and building predictable revenue engines.  When he's not busy building ABM campaigns, he's either playing a game of Tennis (which he usually loses) or looking up smoothie recipes (because let's be honest, who doesn't like a nice smoothie). The episode covers: Advice for those made redundant The importance of a positive mindset Why these redundancies are taking place If you do find yourself struggling mentally with this topic, please don't hesitate to contact: Directory of International Mental Health Helplines Lifeline: 13 11 14 Beyond Blue: 1300 224 636 _________________ For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/ Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/ Join the Slack channel: https://growthcolony.org/slack 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 podcast@xgrowth.com.au

Shahin chats with Andrea Clatworthy, former Global Head of Account-Based Marketing (ABM) at Fujitsu about how to approach pipeline acceleration and Deal-Based Marketing (DBM). Andrea is B2B Tech marketing veteran, currently at Fujitsu leading the Account-Based Marketing and Deal-Based Marketing approach globally. ABM at Fujitsu is mostly 1:1, some 1:few, and Andrea has been driving the approach across geographies since starting it originally in the UK in the last decade.  A regular keynote speaker and occasional podcaster, Andrea has a wealth of experience which she generously shares. The episode covers: How to implement DBM The importance of storytelling What ways DBM can go wrong How to personalise within DBM Resources mentioned in this episode: A Practitioner's Guide to Account-Based Marketing You can access the extended show notes right here! _________________ For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/ Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/ Join the Slack channel: https://growthcolony.org/slack 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 podcast@xgrowth.com.au

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 pipeline. Mark is the author of Tactical Pipeline Growth, host of the Best of Social Selling podcast and was ranked Australia’s # 1 Social Seller by LinkedIn in 2016. The episode covers: Thoughts on sales and engagement platforms How Mark approaches SDRs Examples of cadences The importance of quality over quantity Resources mentioned in this episode: Phil M Jones 30 Minutes to President's Club _________________ For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/ Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/ Join the Slack channel: https://growthcolony.org/slack 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 podcast@xgrowth.com.au

Shahin chats with Nirosha Methananda, VP of Marketing at Influ2, about her experience in growing a marketing function from one person to a full team of 20 people.  Driven by a strong urge to Always Be Learning (ABL), Nirosha is a proud marketing generalist. With a career spanning close to 15-years, across many marketing disciplines and industries, she’s currently the VP of Marketing at Influ2. Prior to this, Nirosha was responsible for creating Bombora's distinctive brand and establishing it as the leading global provider of B2B Intent data. She also led marketing for PwC Australia's Tech Consulting practice, dabbled in PR and journalism at Power Retail and gained an interest in digital and data at Experian Hitwise.  The episode covers: The actions to take as a first marketing hire The common mistakes Advice for those in a startup The importance of self-advocacy Resources mentioned in this episode: Bob Hoffman Katie Martell _________________ For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/ Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/ Join the Slack channel: https://growthcolony.org/slack 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 podcast@xgrowth.com.au

Shahin chats with Debra Sutton, Regional Vice President of Marketing for Asia Pacific at WalkMe, about how B2B marketers should change their view when it comes to attribution and approach it in a way that will strengthen their position in the organisation and help them build a stronger relationship with the sales team. Debra is an innovative and creative senior marketing executive with 20 years of experience and a proven track record of achievement with leading technology brands; Adobe, HP, Oracle, ServiceNow and currently WalkMe. She has won multiple "MVP" awards and was a finalist in the ARN - Channel News Innovation Awards (Marketing Excellence Vendor category) for her WalkMe™ Challenge campaign which has since gone global. The episode covers: How to implement humanisation in campaigns How to build a relationship with sales What role attribution plays in relationship building Debra's "C words" to maintaining relationships Resources mentioned in this episode: The WalkMe Challenge The Knowledge Project - Shane Parrish The Moth Podcast _________________ For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/ Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/ Join the Slack channel: https://growthcolony.org/slack 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 podcast@xgrowth.com.au

In this episode, host Shahin Hoda chats with Lubaina Rangwala, Global Account-Based Marketing Lead at Thoughtworks, about how organisations can successfully run account-based marketing in the APAC region. During the conversation, Lubaina mentions the factors that govern the kind of ABM strategy to use per country. She emphasises the importance of thought leadership and partnering-for-content as a key strategy to engage with top-of-the-funnel accounts.  She concludes the discussion by sharing some learnings from her past ABM campaigns at Thoughtworks and future initiatives in the pipeline. Read the show notes: https://xgrowth.com.au/blogs/run-abm-apac/ _________________ For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/ Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/ Join the Slack channel: https://growthcolony.org/slack 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 podcast@xgrowth.com.au

In this episode, host Shahin Hoda chats with Jon Miller, CMO of Demandbase, about the current state of account-based marketing and why organisations should consider moving to its more grown-up sibling.  Based on his years of experience founding and managing global companies such as Marketo and Engagio, Jon highlights the mistakes marketers make while executing their ABM strategy and why Account-Based Experience (ABX) is the next frontier.  Jon discusses how ABX uses the tools provided by ABM hand-in-hand with the customer experience focus of demand generation. Jon concludes the discussion by sharing his take on the future of Account-Based Experience (ABX) and how it will evolve in the next three years.  Ready the show notes: https://xgrowth.com.au/blogs/move-from-abm/ _________________ For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/ Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/ Join the Slack channel: https://growthcolony.org/slack 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 podcast@xgrowth.com.au

In this episode, host Shahin Hoda chats with Stephanie McCredie, Senior Marketing Director at Salesforce, about her journey with account-based marketing. Stephanie talks about ABM at Salesforce and the criteria she uses to determine the tiers of ABM an account should fall in.    She also advises marketers to think big, start small and move fast when executing their ABM strategy and shares some practical tactics to engage with the sales team to ensure success. Read the show notes: https://xgrowth.com.au/blogs/salesforce-abm-campaigns/ _________________ For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/ Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/ Join the Slack channel: https://growthcolony.org/slack 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 podcast@xgrowth.com.au

In this episode, host Shahin Hoda chats with Neil Berry, Head of Global Account & Deal Based Marketing Centre of Excellence at Atos, about how and why marketers need to build a theme for their ABM campaigns. During the conversation, Neil defines the purpose of a theme and what it is supposed to achieve.  He recommends starting with the priorities of the target accounts and building the campaign theme around them. He advises marketers to be thorough with their research, encourages them to take intelligent risks with messaging and go all out in getting buy-in from sales and the C-level executives before starting an ABM campaign. Read the show notes: https://xgrowth.com.au/blogs/abm-campaign-theme/ _________________ For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/ Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/ Join the Slack channel: https://growthcolony.org/slack 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 podcast@xgrowth.com.au

Shahin chats with Tracy Gawthorne, Vice President & Chief Marketing Officer for Asia Pacific at Capgemini, about how to prepare your marketing team for the new year. Tracy has more than 20 years’ experience building great brands and great teams, connecting with clients and driving growth in markets across the globe. She is a passionate advocate for inclusion and diversity; constantly curious about life and leadership; forever grateful for family and friends. Tracy is involved in many initiatives to advance gender equity and has a long history of supporting women in leadership. The episode covers: Understanding organisation value The importance of having a core skill How to approach face-to-face interaction The importance of partnerships Resources mentioned in this episode: Brené Brown _________________ For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/ Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/ Join the Slack channel: https://growthcolony.org/slack 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 podcast@xgrowth.com.au

Shahin chats with Jon Amery, Head of Marketing at Australian Finance Group (AFG) about building data-driven customer communications and onboarding strategies. Jon has worked for some of the UK and Australia's biggest brands, including BSkyB, AOL, Virgin Media, VOCUS and now AFG across Executive Marketing, Commercial and Customer experience roles. He’s been twice recognised by CMO50 in the top 10 Chief Marketing Officers in Australia and spent 5-plus years advising (mostly B2B) start-ups through all stages of growth. The episode covers: How to build the onboarding process Repurposing research-based content How to refine the onboarding process using customer feedback Resources mentioned in this episode: Thinking, Fast and Slow - Daniel Kahneman How Brands Grow - Byron Sharp Revisionist History - Malcolm Gladwell _________________ For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/ Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/ Join the Slack channel: https://growthcolony.org/slack 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 podcast@xgrowth.com.au

Shahin chats with Jade Meara, Director of Marketing (APCJ) at F5, about values-led organisations and how you as a marketing leader can create a values-based culture. Jade has over 15 years’ experience in B2B Marketing leadership roles, specialising in IT. Her career has spanned the IT channel including roles in Distribution and vendor-side, with roles at start-ups and publicly listed companies.  She is an award-winning APCJ & ANZ tech marketing leader, and is a diversity advocate and mentor for aspiring marketing talent. The episode covers: The fundamentals of retaining talent  Approaching company values when there are multiple regions How to approach radical transparency What to do when values are not established well Resources mentioned in this episode: Principles: Your Guided Journal - Ray Dalio The Five Dysfunctions of a Team - Patrick Lencioni _________________ For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/ Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/ Join the Slack channel: https://growthcolony.org/slack 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 podcast@xgrowth.com.au

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 campaigns How to customise campaigns for the region How to approach the different markets within APAC The common mistakes regional marketers make when pursuing personalisation Suzanne is a proactive, results-focused, global marketing executive who specialises in demand generation and pipeline marketing. She has a track record of achieving results by implementing innovative marketing strategies to help organisations tell their unique story, grow revenue, reach audiences, create communities, build partnerships and deliver experiences - all while building high-performing marketing teams who love to have fun at work. With her current role at CSG, Suzanne has previously worked at ABB, Amdocs, Ergon Energy and RPM Global. Resources mentioned in this episode: The Happiness Lab - Dr. Laurie Santos _________________ For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/ Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/ Join the Slack channel: https://growthcolony.org/slack 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 podcast@xgrowth.com.au