On this podcast, you'll hear from B2B founders, CMOs, marketing & sales leaders about their successes, failures, what is working for them today in the B2B marketing world and everything in between. Hosted by Shahin Hoda Produced by Shahin Hoda & Alexander Hipwell
We'll be going on a 4-week break! For 5 years it's been go, go, go, so this break will allow us to take a step back and create more awesome content for you. But whether you're an OG follower or new to the party, here are 3 episodes we think you should check out. Unlocking Company Growth in the B2B Landscape with Sean EllisHow to Think Remarkable in B2B Marketing with Guy KawasakiStrategies to Achieve More with Less Is there someone you'd love for us to interview? Or, have a topic that you want us to cover? Reach out to Shahin Hoda on LinkedIn, or email us at podcast@xgrowth.com.au. Any other thoughts? Let us know! _________________
Vinnie chats with a marketer who didn't start her professional career in marketing but in hospitality. Now Marketing Manager at Logicalis, Morgan Wilkinson, shares with us her hospitality experiences that have shaped her entire approach to B2B.
How do you market to someone who doesn't even know what they're looking for yet? That's the challenge with the mining industry, and we're unpacking it all in this episode with Alex Lloyd, Head of Marketing for Advanced Navigation.
Shahin chats with Christine Law, Director & Head of ABM, Asia Pacific & Japan at ServiceNow, about bringing brand experience and ABM together. The episode covers the following: What is brand experience?How to define ABMThe mistakes marketers makeFinding the balance between strategy and uplifting the strategy Christine has worked at some of the world's most innovative and open companies, including ServiceNow, Google, Red Hat, and IBM. She and her team established and spearheaded marketing strategies and execution for these companies' top strategic accounts and fuelled multi-million pipeline and revenue growth for the Asia Pacific region. When she isn't thinking about marketing strategies for her portfolios, Christine loves exploring culinary treats in Singapore or around the world during her travels. She is fascinated with what the different cultures have on offer and appreciates the richness of diversity. Resources mentioned in this episode: Who Says Elephants Can't Dance? - Louis Gerstner _________________
"Innovation isn't about shiny campaigns. It starts with people, process, and purpose." Joining us for a second time on the podcast is Nicholas Kontopoulos, VP of Marketing APJ at Twilio. We explored what real innovation looks like, how to align marketing and sales in global teams, and how Nicholas uses AI.
Joining Shahin and Vinnie is marketing legend, Mark Ritson, Founder of the Mini MBA. From almost buying Kylie Minogue's house, to consulting, and building a global brand, Mark shares with us the journey of his Mini MBA.
Every day, the macro environment continues to shift. Geopolitical conflicts disrupt supply chains, economic shifts shake industries, and new business pressures emerge overnight. So we spoke with General Manager of Factiva, Traci Mabrey, who shared how AI is transforming risk management.
What does a brand crisis look like? In an ever-changing industry, anything can happen, so it helps to be prepared for whatever, whenever. So that's why we sat down with CMO of Packserv Australia, Julia Casey, to chat about how businesses can effectively manage their brand to prepare for, and rise from, a brand crisis. This episode covers... What can cause a brand crisis?What businesses have risen from a brand crisis, and how did they do it?What does proactive crisis management look like?Marketing's role in crisis management About Julia... Julia brings over 20 years of experience in senior marketing roles, leading global teams across manufacturing, data management, and logistics. As the CMO of Packserv, she specialises in brand differentiation and positioning in highly competitive markets. Her expertise in driving business growth has earned her multiple marketing awards. Julia is currently completing a PhD at Macquarie University and holds a Master of Research (High Distinction), a Bachelor of Business Studies (Marketing), and a Bachelor of Health Science. She is also a published author in the Journal of Consumer Behaviour. Resources mentioned in this episode: 18 Minutes - Peter BregmanGreg KihlstromSeth Godin _________________
"What buyer actually wants to talk to a salesperson?" That's what Amanda Kahlow, CEO & Founder of 1mind, asked Shahin in this AI versus Sales chat. Find out how Amanda closed a $200,000 deal with the help of AI and why she thinks AI can completely take over the sales cycles with no human involved.
Standing out isn't just about being "the best" - it's about being different. And no one knows how to "Get Different" than no other than bestselling author and marketing guru, Mike Michalowicz.
What's it like to chat with the Ad Contrarian, Bob Hoffman? You're about to find out, as we get down to business discussing hypocrisy and the fundamentals in the marketing and advertising industry.
Join Vinnie and his chat with Head of Marketing for ANZ, and ESG Specialist of OneAdvanced, Brynne Beetge, to uncover how ABM can bridge the gap between Sales and Marketing. This episode also covers... The importance of relationship building in all rolesHow to deal with rejection as a salesperson and marketerWhy Environmental, Social & Governance (ESG) is important About Brynn... Brynn Beetge is the Head of Marketing for Australia and New Zealand and an ESG Specialist, with over a decade of leading marketing across consulting services, SaaS, financial services, commercial real estate, and renewable energy. He specialises in driving brand growth, partnerships, and ESG integration through ABM, channel partnerships, brand management, and PR. Holding a diploma in ESG, Brynn is passionate about leading teams and using data-driven insights to optimise growth and brand positioning. With extensive experience in stakeholder management and leadership, he drives strategic relationships to support sustainable growth. Resources mentioned in this episode: Produce Marketing AllianceFiona TippingSerena Leith _________________
Shahin is joined by CEO of VOLTAGE, Corey Morris, to discuss his book, The Digital Marketing Success Plan and the creation of Corey's START framework. This episode covers... How to avoid misalignmentsLarge Language Models (LLM) and SEOHow to build a solid strategy for your tactics to actually workImpostor syndrome and the future of AI About Corey... Corey is author and founder of Digital Marketing Success Plan™ and the President/CEO of VOLTAGE digital agency. He has spent 20 years working in strategic and leadership roles focused on growing national and local client brands with award-winning, ROI-generating digital strategies. His industry leadership, client success, and community-focused work made him recipient of the KCDMA 2019 Marketer of the Year award. In addition to leading VOLTAGE, he has served as an officer on the global trade association board. He also previously led a local initiative in Kansas City founding the KC Search Marketing Conference and prior to that co-hosted a local marketing and tech radio show. He is currently a contributor to Search Engine Journal, Search Engine Land and Forbes, among other publications. He speaks throughout North America on SEO and digital marketing topics including at SMX and Digital Summit events. Corey has created the START Planning process featured in his new Amazon best-seller book, the Digital Marketing Success Plan which you can find at thedmsp.com. Resources mentioned in this episode: Sell with Authority PodcastRand FishkinWil Reynolds _________________
Shahin is joined by VP of Platform Ecosystem at HubSpot and the man behind the MarTech 5000 supergraphic, the Godfather of MarTech, Scott Brinker. This episode covers... Composable tech stacksThe role of AI Agents in workflows‘Service as a Software' (not your usual SaaS model)And the future for marketers in this space About Scott... Scott Brinker, dubbed the "Godfather of MarTech" by AdAge, has been analysing marketing technology and its impact on marketing organisations for more than 16 years as the editor of the chiefmartec.com blog. He serves as VP Platform Ecosystem at HubSpot, helping to grow and nurture the company's community of technology partners. He also authored the best-selling book Hacking Marketing and co-authored the recent best-seller The New Automation Mindset. Resources mentioned in this episode: Ethan MollickOfferFit _________________
Shahin is joined by ANZ Regional VP of LogicMonitor, Caerl Murray, to chat about the nuances of developing a go-to-market strategy in ANZ as well as how to approach building a strong, successful team. This episode also covers... How to achieve messaging alignment between marketing and sales teamsHow to stand out to your customersAnd how team sport can help you approach business resilience and motivation About Caerl... Caerl Murray is an accomplished technology leader with over 20 years of experience in IT operations, cloud computing, and sales management across various industry verticals. Currently serving as the ANZ Regional Vice President at LogicMonitor, he is responsible for driving business operations and strategic growth in the region. Under his leadership, LogicMonitor's observability platform empowers organisations to enhance visibility across their technological landscapes, enabling them to focus on innovation rather than troubleshooting. Prior to this role, Caerl was the ANZ Sales Director at Alibaba Cloud, where he led a team dedicated to helping customers navigate the cloud ecosystem, particularly in Asia and China. His extensive experience also includes serving as National Sales Manager at Ricoh IT Services, where he managed a team of 16 sales professionals, focusing on strategic planning and business growth. With a Bachelor of Economics from the University of Sydney and a Graduate Certificate of Management from the Macquarie Graduate School of Management, Caerl combines academic expertise with practical experience. His career is marked by a commitment to customer success and a passion for leveraging technology to drive business results. Resources mentioned in this episode: Mindset - Carol DweckThe Brutal Truth - Brian Burns _________________
Legendary author of The Time to Win, and business growth advisor, Jay Baer, joins Shahin in this chat about how speed sells. People value their time more than ever which means that there is value to being fast in this industry. Whether it's replying to a client or even getting a project completed earlier than expected, every effort that can be completed sooner rather than later will always prevail. Learn all the tips and tricks on accelerating your B2B success in this 50-minute episode. About Jay A 7th-generation entrepreneur, Jay has written 7 bestselling business books, and created 6 multi-million dollar companies. He has consulted for more than 700 brands, including Nike, Oracle, IBM, and the United Nations. An inductee into the professional speakers hall of fame, Jay was voted the world's #1 Global Guru for online marketing, and #2 Global Guru for customer experience. In his spare time, he is the second most-popular tequila influencer and educator on the planet. Resources mentioned in this episode: Procrastinate on Purpose - Rory VadenThe Time to Win - Jay BaerTequila _________________
Shahin is joined by CEO of ReadyTech, Marc Washbourne, as they chat about the origins of ReadyTech and how you can move up your market too! What to expect in the episode... The challenges you face when you growThe transition strategies you can implementThe team dynamics to make it in the enterprise marketReadyTech's brand evolution Marc Washbourne is the Co-Founder and CEO of ReadyTech (ASX:RDY), a global vertical SaaS powerhouse that has achieved remarkable growth since its inception in 1999. With over 25 years of leadership in business and technology, Marc is responsible for shaping ReadyTech's strategy and vision for excellence – guiding a team of 500+ ReadyTechers, delivering mission-critical technology solutions to 4,600+ customers. Recognised for his expertise, in 2020 Marc also joined the board of the Federal Government's Digital Skills Organisation, with a focus on advocating for digital skills in Australia and contributing to Australia's Skills Reform agenda. Outside of work, Marc enjoys spending time with his wife and teenage children, and staying (very) active. He's completed the 100km Trailwalker event five times and helped to raise over $100,000 for Oxfam, and in 2023 he also led an expedition to Mount Everest Base Camp to raise funds for Pankind, the pancreatic cancer foundation. Resources mentioned in this episode: 20VC PodcastAll-In PodcastThe Rest Is PoliticsDrive - Daniel PinkElon Musk - Walter IsaacsonGoing Infinite - Michael Lewis _________________
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 KawasakiGuy Kawasaki's Remarkable PeopleIf You Want to Write - Brenda UelandDavid Aaker _________________
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 in focus, simplicity and the courage to be different. Joerg enjoys a good espresso and rides his mountain bike with passion. Resources mentioned in this episode: Play BiggerOwn the Room - Amy Jen SuMarketing Artificial Intelligence - Paul RoetzerImpromptu - Reid Hoffman _________________
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 selectionIncluding AI in the customer journeyRefining messaging and offers using AIWhere 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 SalesSalesforce Marketing AI Solutions _________________
Join Vinnie and marketing leadership expert, Thomas Barta, as they chat about the role of AI in marketing, and whether AI is just a trendy distraction or a genuine game-changer in the industry. This episode also covers... Fundamentals of marketingCEO and customer expectationsCreative opportunities About Thomas... Thomas Barta is the world's premier expert, author, and speaker on marketing leadership. A “CMO-turned McKinsey partner-turned organisational psychologist”, Thomas conducts research, including the world's largest study - involving over 68,000 assessments - on what makes for a successful marketer. Thomas is the Managing Director of the Marketing Leadership Institute, the author of the #1 leadership book for marketers: The 12 Powers of a Marketing Leader (with Patrick Barwise, McGraw-Hill), and the founder of the world's #1 Marketing Leadership Masterclass. Thomas has consulted and marketed for over 20 years, in 14 industries, in 45 countries. His clients include many of the world's most prominent companies, including over two dozen from the Fortune 500. He holds an MBA from London Business School and a Master's in Clinical Organizational Psychology from INSEAD Business School (France and Singapore). Thomas is the leadership dean of the Marketing Academy CMO Fellowship and a Honorary Fellow of The Marketing Society. He writes for Forbes, Marketing Week, and his own TryThis.Blog. He has given hundreds of keynotes and masterclasses for companies, associations, and universities--including Adobe, Cisco, Google, IBM, SAP, and Advertising Week. Resources mentioned in this episode: Marketing Leadership InstituteSeth Godin's Blog _________________
Joining Shahin and Vinnie is Marketing Director (ANZ) at HP, Ruben Ahmed. They got to chat about all things creativity and efficiency in marketing, and what marketers should be doing to stand out. This episode also covers... Long-term vs short-term marketing focusCultivating a nicheThe importance of understanding P&LHow to build trust in your teams and with customers About Ruben... Ruben Ahmed is an award-winning marketer, speaker and the Director of Marketing for HP Australia & New Zealand, he oversees all areas across Consumer and Commercial divisions. With a passion for emerging technology, he has had the privilege of building his career with Fortune 100 brands like HP, Telstra, IBM, and Sony. Ruben is known across the industry for his uncanny ability to pick apart the tough problems, drive business growth, and culture an environment that leads with creativity. Resources mentioned in this episode: 10x Is Easier Than 2x - Dan SullivanHow Brands Grow - Byron SharpReforgeRory Sutherland _________________
Joining Shahin on the podcast is CEO & Founder of hipages, Roby Sharon-Zipser. He spoke about the journey of this Aussie company; from the origin story, to getting through the COVID-period, and to where they are now, hipages continues to smash their growth targets. This episode also covers... The role and evolution of being a CEOHow to adapt to consumer behaviour and technology developmentBuilding company strategyThe importance of company values and pillars About Roby... Roby is an entrepreneur who creates and invests in thriving and durable businesses that challenge the status quo. With a passion for developing technologies that liberate others to free up their time for higher-value business activities, Roby instils this passion in the hipages Group team, driving the company's purpose of transforming the trade industry, making better lives for everyone, and striving for continuous curiosity and professional growth. Roby kickstarted the hipages Group journey in 2004, with the company's founding business, hipages, inspired by the personal challenges of trying to renovate his own home. Fast forward to today and not only does he have extensive insight into tradie businesses, but he is also at the helm of a data powerhouse for the trade industry. With a strong background in numbers, Roby has led his team to harness this data to create a unique industry map of opportunities, known as the hipages Group tradie ecosystem. Resources mentioned in this episode: Founder Mode - Paul GrahamOpen - Andre AgassiThe Hard Things About Hard Things - Ben HorowitzAcquired PodcastThe Contrarians7 Powers - Hamilton Wright Helmerhipages annual reportshipages product vision video _________________
Director of Marketing (APJ) of Smartsheet, Laura Jenkins, shares with us her experience of being a one-woman marketing band in the Asia-Pacific region, and where her journey has led her today with the company. This episode also covers... Regional differences with campaignsHow to navigate working in a sales-led organisationHow to deal with HQ being in a different regionCollaboration and budget management About Laura... Laura Jenkins is an award-winning senior B2B marketing professional with 20 years of experience across technology, media, and professional services. She specialises in developing and executing strategies for both listed and unlisted companies, with expertise in brand, PR, performance marketing, events, and sponsorships. A results-driven marketer and collaborative leader, Laura is also the host of In The Blend, a podcast helping parents and step-parents navigate life in blended families. Resources mentioned in this episode: Deep Work - Cal NewportEssentialism - Greg McKeownMini MBA - Mark RitsonThe Marketing Leadership Masterclass - Thomas BartaAxel SukiantoSparkAI _________________
How does a Marketer get on the board? Well, Anne Massey from the CEO Institute and chair of a collective group of organisations joins Shahin to delve into how you can get a seat at the table. This episode also covers... Why it's so important for marketing to be on the boardThe do's and don'ts of getting on the boardYour relationship with the CEO and building internal networksThe evolution in the market with AI About Anne... With extensive global experience spanning hospitality, market research, technology software, and social sustainability, Anne is the ultimate professional chameleon - demonstrating an exceptional ability to adapt and thrive in diverse environments. Her career journey reads like a game of executive bingo, featuring roles such as board chair, CEO, entrepreneur, executive coach, business developer, and public speaker. Anne exemplifies the essence of career adaptability, making her an asset in any professional landscape. Based in Australia, Anne serves as the Chair at The CEO Institute NSW for two Syndicate groups of CEOs - because why settle for one when you can have two? She also chairs the ACDC Project at Community Mental Health Australia, proving that she's not just about the bottom line but also about supporting communities. Her board memberships include the Kariba Retail Group and an advisory role for Resilient Ready Australia. Resources mentioned in this episode: Harvard Business ReviewAmy GalloAmy EdmondsonDare to Lead - Brené BrownThe New CEO - Ty WigginsThe CEO InstituteMoby SiddiqueLaura BarnesGreen shoots of change in the Boardroom Review (2024) _________________
For his third appearance on the show, CEO of efex, Nick Sheehan joins Shahin in sharing the story of efex and how they've used mergers and acquisitions to grow their business into the national name it is today. This episode also covers... The realisation that M&A can be a great growth channelThe evolution of leadershipMistakes and fearBalancing life and a business About Nick... Nick Sheehan is the founder and CEO of efex, one of Australia's leading & fastest growing MSP's. Under Nick's leadership, efex has grown exponentially since its inception in 2013 from 2 employees to over 300 across 22 Australian branches. efex has successfully completed 12 acquisitions to date, with 3 more planned in FY25. In 2021 Alceon Private Equity purchased a 50% stake in efex. Nick is driven by the belief that IT should be simple, scalable, and ultimately solve for tangible gains to productivity and efficiency of workforces. His energy inspires the team to deliver on this core focus, backed by a depth of decentralised capability and expertise, and an egalitarian, values-driven culture. When Nick isn't building one of Australia's best IT companies, you'll find him indulging in his other passion - tending to his vineyards in the Adelaide Hills. _________________
On this episode, we chat to Kris Rudeegraap, Co-CEO & Co-Founder of Sendoso about approaching Influencer Marketing in the B2B space. This episode also covers... How Sendoso built their influencer communityHow to balance transparency and professionalismThe strategies and tactics of building a communityThe future of Sendoso About Kris... Kris has more than two decades of Go-To-Market expertise as an individual seller, sales leader, and CEO. Kris started Sendoso in 2016 out of a problem he faced first-hand. Sendoso is backed by $150M+ in venture funding and has seen $250M+ spent on the platform with a global footprint across NAMER, EMEA, and APAC. Kris is passionate about growth hacking, experimental marketing, and AI in GTM. Kris is a California native and currently resides in the San Francisco Bay Area. Resources mentioned in this episode: Amp It Up - Frank SlootmanMarc Benioff _________________
Join Vinnie and Ashley Faus, Head of Lifecycle Marketing at Atlassian, on their chat about what makes someone a Thought Leader and how you can be one. This episode also covers... How to be a Thought LeaderThe difference between a Thought Leader, a Subject Matter Expert, and an InfluencerAshley's Thought Leader model and pillars About Ashley... Marketer, writer, speaker by day... singer, actor, fitness fiend by night! Ashley has handled all aspects of marketing strategy and execution, from product marketing, to demand-gen, to content and events. She loves telling the high-level stories that resonate with an audience and connecting the dots between types of assets and distribution channels. Her writing has been published on TIME, Forbes, MarketingProfs, and The Muse, and she's spoken on various marketing topics for INBOUND, Harvard Business Review, and MarketingProfs. _________________
Vinnie is joined by Lyssna's Director of Marketing, Claire Brown, to chat about the importance of approaching marketing research in the B2B space. This episode also covers... the cost-effective methods of marketing researchhow marketing research can help you stay ahead of the curvepractical insights for startups to refine their marketing approaches About Claire... Claire is a seasoned marketing executive with over 15 years of experience across various industries, including technology, financial services, education, and fashion, working with companies in the US, Dubai, the UK, and Australia. Now specialising in brand, growth, and product marketing for B2B SaaS companies, she currently acts as the Director of Marketing at Lyssna. With an MBA, Claire has held leadership roles in e-learning, martech, and user experience software companies. She is known for her strategic thinking, creativity, and ability to leverage digital technologies and customer insights to drive results. Resources mentioned in this episode: Obviously Awesome - April DunfordElena VernaKyle Poyar _________________
Vinnie chats with Sobia Mughal from Workday, about the eye-opening misconceptions of B2B marketing. The duo delve into why B2B is overshadowed by B2C marketing and what we can do to minimise this. This episode also covers... Tertiary education and their approach to teaching marketingThe key actions to close the gap between B2B and B2CHow to build a strong brand About Sobia... Sobia is a seasoned marketing expert with over 15 years of experience in B2C and B2B sectors, spanning higher education, FMCG, automotive, and technology/SaaS industries. An award-winning academic and practitioner, she is passionate about data-driven marketing solutions that prioritises people. As Chair of the B2B Special Interest Group at the Marketing Association and a frequent guest lecturer and conference speaker, Sobia is dedicated to sharing knowledge and empowering others. Sobia's passionate approach has led to multiple accolades, including best paper award at the MAG Scholar Conference and winning New Zealand's first 3Minute Thesis competition as a postgraduate student in 2016. Resources mentioned in this episode: Marketing Association NZAxel Sukianto _________________
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 cycleWhat roles are going to be impacted by AI the most?AI and revenue generationDecision-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 BrooksHumans + AI - Ross DawsonChris HowardReid Hoffman _________________
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 ChallengerHow to differentiate yourself in the marketHow 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 HorowitzSaaStr - Jason Lemkin _________________
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 trustThe importance of employee advocacyHow 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 AcademyMarc PritchardSyl SallerMark RitsonThe B2B InstituteLeandro Perez _________________
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 nowWhat key tactics are important within your growth strategyThe importance of experimentationHow 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 frameworkDeep Work - Cal NewportGrowth Tribe BlogThe Rundown AI - Rowan CheungEthan Mollick Gen AI tools that are on David's radar: Perplexity - A research toolLM Studio - Where you can play around with LLMsMake.com - Workflow automationMindStudio - Building internal or client-facing appsCrewAI - AI agents and multi-agentsNotebookLM - Research tool by GoogleUizard - Prototyping and user interfaceElevenLabs - Replicating voice _________________
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 salesHow brand health surveys can help with market researchWhat 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 SinekMini MBA - Mark RitsonAxel Sukianto _________________
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 TelecomThe importance of brutal transparencyHow to attract the right teamWhere 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 MichelliThe Ultimate Question - Fred ReichheldGood to Great - Jim CollinsOh, the Places You'll Go! - Dr SeussMacquarie Telecom Video _________________
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 selectionIncluding AI in the customer journeyRefining messaging and offers using AIWhere 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 SalesSalesforce Marketing AI Solutions _________________
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 audienceGated vs Ungated contentContent 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 HorowitzTeam of Teams - Stanley McChrystal _________________
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 KawasakiGuy Kawasaki's Remarkable PeopleIf You Want to Write - Brenda UelandDavid Aaker _________________
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 strategyHow to make those segmentation decisionsHow 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 KnightWhy We Buy - Katelyn Bourgoin _________________
Learn how to gamify your goal setting and behavioural management to build a successful go-to-market strategy with co-founders, Steve Claydon & Darcy Smyth, from Outbound Game. What to expect in the episode... What Gamification isSuccessful examples of GamificationsHow effort can impact outcome Resources mentioned in this episode: Predatory Thinking - Dave TrottOversubscribed - Daniel PriestleyTextExpanderTo Kill a Mockingbird - Harper Lee _________________
Legendary author of The Time to Win, and business growth advisor, Jay Baer, joins Shahin in this chat about how speed sells. People value their time more than ever which means that there is value to being fast in this industry. Whether it's replying to a client or even getting a project completed earlier than expected, every effort that can be completed sooner rather than later will always prevail. Learn all the tips and tricks on accelerating your B2B success in this 50-minute episode. About Jay A 7th-generation entrepreneur, Jay has written 7 bestselling business books, and created 6 multi-million dollar companies. He has consulted for more than 700 brands, including Nike, Oracle, IBM, and the United Nations. An inductee into the professional speakers hall of fame, Jay was voted the world's #1 Global Guru for online marketing, and #2 Global Guru for customer experience. In his spare time, he is the second most-popular tequila influencer and educator on the planet. Resources mentioned in this episode: Procrastinate on Purpose - Rory VadenThe Time to Win - Jay BaerTequila _________________
When your company makes some changes, abrupt or even planned, it can feel like it may stunt any progress or growth on your team or projects. This is where William Hasko comes in, Director, Small Business Marketing, APJ of Dell Technologies. He chats with Shahin on how to be a good leader during times of change. What to expect in the episode... How to adjust marketing strategies during changeWhat projects you should be prioritisingManaging your team during changeHow to be innovative with the budget you've got William Hasko has been working in B2B advertising and marketing for over a decade with a proven passion for creativity and effectiveness. After experience locally with global clients and agencies (American Express, Ogilvy, Dentsu Creative), William now directs small business marketing for Dell Technologies across the Asia Pacific and Japan regions covering all channels and experiences. William is a proud supporter of the Dell Women's Entrepreneur Network and numerous mentoring initiatives. In his spare time, William enjoys playing golf and spending time with his wife and three children. Resources mentioned in this episode: The Tipping Point - Malcolm GladwellRory Sutherland _________________
Hear all about the journey and challenges of an M&A as Shahin is joined by Reapit's (ANZ) Global Director of Marketing Operations & Campaigns, Courtney Scales. Listen in on how your company can manage through a merger or acquisition. What to expect in the episode... How to keep your brand's objectives alignedManaging expectations during changeHow to adapt to the strategies from start-up to growth phases post-M&AHow to create brands that have longevity Courtney is a marketing expert, accomplished in scaling growth teams for success. Working with brands across a diverse range of industries, she leads marketing and sales teams, looking over the optimisation of customer acquisition, driving strategic adjustments to sales, marketing, and retention strategies based on overall company objectives. Leading a team of exceptional marketers focused on driving the go-to-market and growth strategies, Courtney is purposefully curious about helping businesses connect with audiences in meaningful ways to deliver tangible value. Resources mentioned in this episode: Harvard Business ReviewThe Social JuiceMark RitsonChase DimondNeil Patel _________________
Join us to unpack the results from our recent State of Account-Based Marketing in APAC report. We briefly overview the report findings before moving into the Q&A. In this session, we aimed to answer as many of your questions about ABM and the specific challenges of running ABM in APAC as possible. Get your copy of the ABM in APAC report here: https://abm.xgrowth.com.au/2023-report/ The report provides valuable and engaging information for B2B industry professionals seeking greater insight and understanding of how ABM is currently run in the APAC region. Over one hundred CMOs, VPs and Head of Marketing participated in our survey alongside our experts to discuss ABM insights, strategies and future predictions. The consistent takeaway? APAC remains bullish on ABM. _________________
Shahin is joined by CEO of ReadyTech, Marc Washbourne, as they chat about the origins of ReadyTech and how you can move up your market too! What to expect in the episode... The challenges you face when you growThe transition strategies you can implementThe team dynamics to make it in the enterprise marketReadyTech's brand evolution Marc Washbourne is the Co-Founder and CEO of ReadyTech (ASX:RDY), a global vertical SaaS powerhouse that has achieved remarkable growth since its inception in 1999. With over 25 years of leadership in business and technology, Marc is responsible for shaping ReadyTech's strategy and vision for excellence – guiding a team of 500+ ReadyTechers, delivering mission-critical technology solutions to 4,600+ customers. Recognised for his expertise, in 2020 Marc also joined the board of the Federal Government's Digital Skills Organisation, with a focus on advocating for digital skills in Australia and contributing to Australia's Skills Reform agenda. Outside of work, Marc enjoys spending time with his wife and teenage children, and staying (very) active. He's completed the 100km Trailwalker event five times and helped to raise over $100,000 for Oxfam, and in 2023 he also led an expedition to Mount Everest Base Camp to raise funds for Pankind, the pancreatic cancer foundation. Resources mentioned in this episode: 20VC PodcastAll-In PodcastThe Rest Is PoliticsDrive - Daniel PinkElon Musk - Walter IsaacsonGoing Infinite - Michael Lewis _________________
Join us for our 200th episode as we celebrate it with Sean Ellis, Growth Hacking legend! He shared with us how companies can unlock growth and how you can visit him on his pitstop Down Under for his 2024 World Growth Tour. What to expect in the episode... The core components of a successful growth processThe common mistakes and challenges when implementing growthHigh-velocity testingThe future of growth Sean Ellis coined the term "Growth Hacking" and is considered the founder of the worldwide Growth Hacking movement. He developed and applied Growth Hacking in the early days at companies like Dropbox, Eventbrite, LogMeIn, Uproar, and Lookout, which led to breakout growth for these companies (all went on to exceed billion dollar valuations). When Dropbox reached a $1B revenue run rate, it achieved this milestone faster than any SaaS startup before it. Sean is also co-author of "Hacking Growth", which has been translated into 16 languages. Resources mentioned in this episode: Hooked - Nir EyalInfluence - Robert CialdiniAtomic Habits - James ClearLife Force - Tony Robbins Go check out Sean's World Tour here: https://www.seanellis.me/world-tour.html _________________
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 - culminating in her role as Head of Thryv Australia - Elise found an innate passion for supporting the lifeblood of our nation: small businesses. Elise remains as committed as ever to helping small businesses succeed in a demanding landscape as she leads Thryv's sales, service and marketing teams in Australia. According to Elise, the most rewarding part of her role is hearing small business owners tell her how much their lives have changed since digitising their business with Thryv, resulting in more time to get back to what they love. Resources mentioned in this episode: The Sales Acceleration Formula - Mark RobergeUri Levine _________________
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 as an ‘overachiever' in terms of identifying innovative solutions to optimise the customer experience and generate new and profitable revenue streams for the brands under her custodianship. Her experience spans the marketing of technology services, software, hardware, ISO standards, auditing services, across the IT, Auditing and Certification business travel service industries. Kim started her successful career in advertising, before moving across to client side, with an IBM ‘start-up' before moving to ASX multinationals IBM and SAI Global, and for the past 3 years has been with Flight Centre Travel Groups' largest supplier SME supplier of business travel services in Australia, Corporate Traveller. Resources mentioned in this episode: SBIWhitney Johnson _________________
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 up, built an influencer marketing program. Through trial and error, utilising all social media platforms and mediums, Ursula has created one of the most respected B2B Global Influencer Marketing Programs in the industry. Resources mentioned in this episode: Morning BrewPivot _________________
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 _________________
© 2020-2025 Ivy Podcast Discovery LLC
