APAC's B2B Growth Podcast

See the results: https://xgrowth.com.au/abm-report/ ABM is evolving fast in APAC, and xGrowth has the data to prove it. In this episode, Shahin Hoda and Alexander Hipwell unpack the findings from xGrowth's latest ABM Pulse benchmark, based on responses from 93 B2B marketers actively running ABM programs across the region. From a dramatic shift away from one-to-few programs to AI quietly expanding the scale of what a single budget can cover, this episode cuts through the noise and tells you exactly what is actually happening with ABM in 2025. If you are making investment decisions or defending the ABM line item to your CFO, this one is for you. Key Topics Resources & Links xGrowth ABM Pulse ReportxGrowthShahin Hoda on LinkedInAlexander Hipwell on LinkedIn Contact & Credits Hosts: Shahin Hoda and Alexander Hipwell Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth

Running a global marketing function from APAC sounds like a logistical headache. For Jon Stona, VP of Global Marketing at Airwallex, it's a deliberate competitive advantage. In this episode, Jon unpacks how one of the world's fastest-growing fintechs has architected a marketing org that's globally consistent yet locally authentic - spanning Singapore, San Francisco, London, and regional hubs across Asia, Europe, and Australia. From making the case for product marketing before performance spend, to using an F1 sponsorship to systematically close a trust gap against legacy financial institutions, Jon brings rare clarity to the strategic decisions that most B2B marketing leaders only talk about in theory. If you want to think bigger about brand, team design, and what marketing can actually own in a scaling business, this episode is worth your time. Guest Introduction Jon Stona is VP of Global Marketing at Airwallex, the Australian-founded global payments and financial platform supporting over 150,000 businesses worldwide. Before joining Airwallex, Jon held senior marketing roles at Stripe, Google, and Nike - giving him deep experience scaling marketing across global technology platforms and challenger brands at every stage of growth. Key Topics Resources & Links Books NudgePredictably Irrational AI Tools WriterJasperProfound Blogs & Publications HubSpot Blog People Mentioned Reko RennieDan Ariely Companies & Platforms AirwallexMcLaren Racing Contact & Credits Host: Shahin Hoda Guest: Jon Stona Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth

Events are one of the highest-effort, highest-impact levers in B2B marketing, but most teams run them on autopilot. In this episode, Shahin sits down with Jannat Dawra, Head of Marketing APAC at Dotdigital, to break down her commercial, revenue-first approach to field marketing and events. Jannat runs 80 to 100 events a year and brings a rare blend of creative instinct and commercial rigour to the craft. From deciding which event type to run, to managing a thin attendance list two weeks out, this episode is packed with practical frameworks for senior B2B marketers. Guest Introduction Jannat Dawra is Head of Marketing APAC at Dotdigital, a leading customer experience and data platform. Based in Sydney, Jannat leads brand and demand generation across the region and has previously held senior marketing roles at Insider and LinkedIn. Key Topics The three event buckets:A commercial approach to event prioritisation:The opportunity cost framework:Planning across the funnel:The individual event checklist:Post-COVID attendee expectations:The 70/30 prospect-to-client split:The post-event playbook: Resources and Links People Mentioned Simon Sinek Companies and Platforms Dotdigital Books and Podcasts Atomic HabitsThe Diary of a CEO Contact & Credits Host: Shahin Hoda Guest: Jannat Dawra Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth

Getting your buyer's attention has never been harder. In this episode, Shahin sits down with Scott Albro, serial entrepreneur and GTM advisor to early-stage AI founders, to unpack what modern go-to-market actually looks like. Scott reframes the most common answer to "what's changed?" by showing how AI isn't just a trend; it's an accelerant for the three forces already making buyer attention scarce. From founder brand to manufactured moments, tight customer feedback loops to strategic narrative, Scott shares the GTM pillars he works through with his founder clients. He breaks down why the new breed of AI startups is out-marketing incumbents, what Lovable's live-streamed design competition can teach any B2B team, and why ServiceTitan's origin story is the best strategic narrative he's ever heard. Guest Introduction Scott Albro is a serial entrepreneur and go-to-market strategist who co-founded TOPO, a sales and marketing research and advisory firm acquired by Gartner, and advises early-stage AI founders on building their first go-to-market functions, drawing on 30 years of experience studying the GTM practices of the world’s fastest-growing companies. Key Topics Resources & Links People Mentioned Nick MehtaMarc Benioff Companies & Tools TOPO / GartnerGainsightServiceTitanLovableEvidenzaSalesforceG2 Contact & Credits Host: Shahin Hoda Guest: Scott Albro Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth

What does it take to build a brand from nothing in nine weeks, with no assets, no brand book, and a board breathing down your neck? Penny Elmslie did exactly that as the first Marketing Director Xero hired outside of New Zealand, turning a company most Australians confused with a certain photocopier brand into one of the world's most recognised accounting software businesses. Penny shares the story behind Xero's early Australian growth: the scrappy "Hello, Xero with an X" campaign, guerrilla activations like Cloudstreet, the partner strategy that turned accountants into an army, and the event machine that scaled from 30 people in a winery to thousands globally. She also opens up about joining Affinda as CMO and why AI document processing today mirrors where the cloud was a decade ago. Guest Introduction Penny Elmslie is a CMO, Board Director, and marketing coach who spent over a decade at Xero, rising from Australia's first Marketing Director to Global Director of Brand and Community. She is currently CMO at Affinda, a Melbourne-based AI document processing company named one of Australia's fastest-growing tech companies by Deloitte. Key Topics Building Xero's brand in nine weeks:The accountant-as-channel strategy:From "Hello" to XeroCon:Cloudstreet and guerrilla marketing:B2C thinking in a B2B world:Joining Affinda:Reactive vs. responsive:Content quality in an AI-flooded world: Resources & Links People Chris RiddRod Drury Companies & Tools AffindaAffinda GroupDraftableXeroMYOBLeo Burnett AustraliaSputnik Agency Contact & Credits Host: Shahin Hoda Guest: Penny Elmslie Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth

While everyone panics about ChatGPT stealing traffic and AI replacing jobs, the data tells a different story. For every search on ChatGPT, there are 373 searches on Google. AI's disruption is far less dramatic than media hype suggests. Rand Fishkin challenges this prevailing wisdom about AI's impact on B2B marketing. In this conversation, Rand and Shahin explore why consensus views are usually wrong, how to build marketing strategies around actual audience behaviour, and what Rand learnt from building Moz versus SparkToro. From audience intelligence research to radical transparency about the venture capital trap, Rand delivers insights that help B2B marketers make smarter decisions. Guest Introduction Rand Fishkin is the co-founder and CEO of SparkToro, an audience research software company, and Snackbar Studio, an indie game development studio. Previously, he founded Moz, where he grew the company from debt to $50M+ in revenue over 17 years. He's the author of Lost and Founder: A Painfully Honest Field Guide to the Startup World and is known for his radical transparency about startup life and his contrarian takes on marketing trends. Key Topics AI's real impact on searchAudience-specific researchChannel strategy and executionLearning from hype cyclesBuilding companies differently Resources & Links People: Amanda Natividad Companies & Tools: SparkToroMozSnackbar StudioChatGPTDuckDuckGo Books & Resources: Lost and Founder: A Painfully Honest Field Guide to the Startup WorldSparkToro Funding DocumentsSnackbar Studio Funding Documents Contact & Credits Host: Shahin Hoda Guest: Rand Fishkin Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth

In this episode, Udi Ledergor, Chief Evangelist at Gong and author of Courageous Marketing, explains why bold creativity is essential for startups competing in crowded B2B markets. Udi shares the principle behind Gong’s rise from zero to hundreds of millions in revenue: “different is better than better.” From fuchsia branding and a bulldog mascot to running Super Bowl ads as a startup, he shows how courageous marketing helps companies punch above their weight. The episode also explores practical ways to create standout content, foster experimentation, and turn customers into passionate fans, even on a limited budget. Guest Introduction Udi Ledergor is Chief Evangelist at Gong and author of the bestselling book Courageous Marketing. He served as Gong's first CMO, helping grow the company from zero to hundreds of millions in revenue whilst achieving a multi-billion-dollar valuation. Over his 20-year career, Udi has led marketing teams at successful companies, advised startups, served as a board member and angel investor, and mentored hundreds of marketers. Key Topics Different is better than betterPunching above your weightCreating raving fans as a company-wide operating principleBuilding a culture of experimentationGong Labs content marketingCategory creation strategyBold visual identity choicesStartup advertising on a shoestring budget Resources & Links People Mentioned: Chris Orlob - First content hire at Gong who created most early Gong content independently. Devin Reed - Former Gong sales rep who transitioned into leading Gong’s content marketing. Kyle Lacy - CMO referenced for using AI to eliminate obvious ideas and push creative thinking. Michael Lewis - Author and podcast host whose show drove inbound interest for Gong. Francis Gerety- Copywriter behind the “A Diamond Is Forever” campaign, cited as a category creation example. Companies & Platforms Mentioned GongGong LabsDe Beers Books & Resources Courageous Marketing Contact & Credits Host: Shahin Hoda Guest: Udi Ledergor Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth

What if a $28 Facebook ad could generate $20 million? Stu Heinecke, the father of contact marketing, reveals how micro-focused campaigns connect you with virtually anyone. Stu shares stories of a sales rep who used a live pigeon to reach a famous CEO, a startup that landed Walmart with one targeted ad, and how Kris Kristofferson landed a helicopter on Johnny Cash's lawn to deliver a demo tape. Guest Introduction Stu Heinecke is a bestselling author, Hall of Fame-nominated marketer, and Wall Street Journal cartoonist who helps B2B sellers acquire million-dollar accounts. His campaigns have produced response rates as high as 300% and ROI in the millions of percent. Key Topics Resources & Links People Mentioned Dan WaldschmidtKris Kristofferson Books How to Get a Meeting with AnyoneGet the Meeting! Companies & Organizations OrabrushWalmartAmerican Marketing Association Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter Contact & Credits Host: Shahin Hoda Guest: Stu Heinecke Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth

Caleb Ralston challenges one of the most sacred rules in personal branding: niching down. While it's technically the fastest path to growth, it's also a fast track to burnout and quitting altogether. In this conversation with Shahin Hoda, Caleb shares hard-won insights from working with some of the biggest names in business (Gary Vaynerchuk, Alex and Leila Hormozi) and reveals the sustainable approach to building a personal brand that doesn't make you hate what you've created. From why you should inject your personality into everything you make, to how organisations can build loyalty by empowering team members to develop their own brands, this episode is packed with contrarian wisdom for anyone building content for the long term. Guest Introduction Caleb Ralston is a brand strategist, content producer, and creator mentor who has worked with Gary Vaynerchuk, Leila and Alex Hormozi, and other leading voices in entrepreneurship. He now helps founders and creators scale content in a way that's sustainable, strategic, and honest through his company Ralston. Key Topics Why niching down is overratedThe sustainability framework for content creationLessons from working with Gary V and the HormozisInjecting personality without losing focusBuilding personal brands within organisationsStrategic hiring for content bottlenecksBeing 100% yourself in the age of AI Resources & Links People Mentioned: Gary VaynerchukAlex HormoziLeila HormoziPaddy Galloway Books & Resources: Crush It! by Gary VaynerchukCaleb's YouTube ChannelRalston Contact & Credits Host: Shahin Hoda Guest: Caleb Ralston Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth

What if your CEO asked you to double revenue without adding budget or headcount? Robert Chatwani, President and General Manager of Growth at DocuSign, believes not only is it possible - there's never been a better time to make it happen. In this conversation, Robert unpacks the frameworks and organisational changes required to achieve exponential growth with existing resources. From building agile growth squads that operate like engineering teams to leveraging AI agents for hyper-personalised prospecting, he reveals how DocuSign is transforming from an e-signature company into an AI-powered platform. If you're facing budget cuts but still expected to deliver results, this episode offers a roadmap. Guest Introduction Robert Chatwani is President and General Manager, Growth at DocuSign, where he leads the Marketing & Growth organisation to scale its digital strategy across marketing, product, technology and sales. Before joining DocuSign, Robert was CMO of Atlassian, where he helped scale the business to nearly $3 billion in revenue. He also spent more than a decade at eBay, ending his tenure as Chief Marketing Officer for North America where his teams supported $35 billion in trading volume. Robert is the 2023 American Heart Association Bay Area Heart Walk Chair and serves as a West Coast Board Member at the American India Foundation. Key Topics The 2x-10x challengeThomas Barta's V-Zone frameworkThe harsh realities facing B2B teamsOperating principles over company valuesGrowth squads and agile methodologiesBuilding a culture of experimentationAI-powered prospecting in actionDesigning for the future you want Resources & Links People Mentioned: Thomas BartaJeff Bezos Companies & Platforms: DocuSignAtlassianeBayAmazonNetflixAirbnbUber Concepts & Frameworks: The V-Zone (Value Creation Zone)The 12 Powers of a Marketing LeaderTwo-Pizza Team Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter Contact & Credits Host: Shahin Hoda Guest: Robert Chatwani Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth

In this episode, Jon Lombardo, Co-Founder of Evidenza, unpacks the counterintuitive truth about B2B buying behaviour. Drawing on research from the Ehrenberg-Bass Institute, Jon reveals why most B2B marketers fundamentally misunderstand their audience. The 95-5 rule shows that 95% of potential buyers aren't in the market right now, which means the traditional focus on short-term lead generation is missing the bigger picture. Jon also explains how AI-powered synthetic research is transforming market intelligence, why B2B needs more brand building than B2C, and what marketers should do about it. If you're stuck chasing in-market buyers whilst your competitors build future demand, this conversation will change how you think about growth. Guest Introduction Jon Lombardo is Co-Founder of Evidenza, a synthetic AI market research platform that surveys AI-generated customer copies to build evidence-based marketing plans in hours rather than months. Previously, Jon was Head of Research at LinkedIn's B2B Institute, where he helped establish the 95-5 rule and commissioned pioneering research on how B2B brands grow. Key Topics Resources & Links People Mentioned: Mark RitsonJohn DawesLes BinetPeter FieldPeter WeinbergBrian WatrobaJenny RomaniukRachel KennedyNicole HartnettByron Sharp Companies & Organisations: EvidenzaEhrenberg-Bass Institute for Marketing ScienceLinkedIn B2B Institute Key Frameworks: Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC:https://xgrowth.com.au/newsletter Contact & Credits Hosts: Shahin Hoda and Vinnie Romano Guest Jon Lombardo Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth

Leandro Perez joins to cut through the AI hype and share what's actually working. With Agentforce handling 850,000 conversations and managing 85% of customer inquiries, Leandro reveals the reality behind the marketing claims and addresses the "SaaS is dead" narrative head-on. From managing 30,000 weekly customer inquiries with AI agents to transforming his entire marketing team's workflows, Leandro offers a brutally honest look at what it takes to lead through a technological revolution. This isn't just theory: it's a practitioner's guide to implementing AI at scale, including the mistakes, the breakthroughs, and the systematic approach required to bring an entire organisation along for the journey. Guest Introduction Leandro Perez is Senior Vice President and Chief Marketing Officer for Australia and New Zealand at Salesforce, where he guides strategic direction and market positioning for the world's leading AI-powered CRM. With a Computer Science degree from UNSW and an Executive MBA from Quantic School of Business and Technology, Leandro brings over 20 years of experience combining technical expertise with business acumen. He previously led global corporate messaging at Salesforce and partnered closely with CEO Marc Benioff. He's a Fellow of The Marketing Academy, serves on the AANA Board, and is a recipient of the Salesforce Chairman & CEO Award. Key Topics AI reality at Salesforce"SaaS is dead" narrativeLeading transformationProcess mapping firstSystematic changePractical AI adoptionExperimentation culture Resources & Links People Mentioned: Marc BenioffRoby Sharon-Zipser Companies & Tools: SalesforceAgentforceTrailheadFisher & PaykelGoodyearRemarkablehipagesChatGPTGeminiPerplexityElevenLabsAANA Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter Contact & Credits Host: Shahin Hoda Guest: Leandro Perez Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth

Marketing at the pace of AI innovation isn't easy, but Rubina Carlson, Head of Marketing at 90 Seconds, has found a way to stay ahead without burning out. In this conversation with host Vinnie Romano, Rubina shares her honest journey from feeling late to the AI party to becoming an AI-first marketer who dedicates one hour per week to systematic experimentation. This episode is packed with practical wisdom for B2B marketers who feel overwhelmed by the rapid pace of AI evolution. Rubina reveals how she carved out time to test tools like Opus Clip, custom GPTs, and Canva Magic, turning weekly pain points into opportunities for AI-powered solutions. She challenges the myth that prompt engineering requires specialists, arguing instead that it's simply about learning to communicate with clarity. Whether you're struggling to justify AI experimentation to leadership or feeling paralysed by the sheer number of tools available, this episode will give you a clear framework to start testing, learning, and integrating AI into your everyday marketing workflow. Guest Introduction Rubina Carlson is a Certified Practising Marketer and Head of Marketing at 90 Seconds, the global platform empowering enterprise brands to create video content at scale. With over 15 years of experience driving growth across tech, tourism, higher education, and agency sectors, Rubina leads data-driven, growth-focused strategies that fuel brand visibility and revenue. Known for her early adoption of social media platforms and now AI, she's at the forefront of marketing innovation, having built internal GPTs and tested a wide range of AI tools to push marketing performance further. Beyond her corporate role, Rubina serves as Director of Digital Adelaide (South Australia's largest marketing conference) and is a key driver of Adelaide's emerging AI events. Key Topics Overcoming "late to the AI party" fearsOne-hour-per-week AI testingBuilding custom GPTsStrategic AI tool testingOpus Clip for video repurposingRebecca Webber's AI successPrompt engineering demystifiedNavigating AI restrictions Resources & Links People Mentioned Stephen MayallTim LillymanAxel SukiantoChristopher ChowRebecca WebberSimon Sinek Companies & Tools 90 SecondsOpus ClipCanva MagicCustom GPTsDepartment for Education, South Australia Books & Resources "Start with Why" by Simon Sinek Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter Contact & Credits Host: Vinnie Romano Guest: Rubina Carlson Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth

Marcus Sheridan reveals why most businesses are failing to win trust in an AI-disrupted world, and exactly what to do about it. The bestselling author of They Ask You Answer and Endless Customers breaks down the four pillars of becoming the best-known and trusted brand in your market: saying what others won't say, showing what others won't show, selling differently, and being more human than your competition. From publishing service call data that manufacturers begged his client to hide, generating over $35 million from a single pricing article, Marcus shares real-world case studies that prove radical transparency isn't just good ethics, it's exceptional business. This episode is essential for listening for any founder or marketer who refuses to play it safe. Guest Introduction Marcus Sheridan is a world-renowned communication expert, author, and keynote speaker who has delivered over 750 transformational presentations across dozens of countries. Called a "web marketing guru" by The New York Times and named by Forbes as "1 of 20 Speakers You Don't Want to Miss", Marcus is the author of They Ask You Answer (named "One of the 5 Best Marketing Books of All Time" by BookAuthority) and Endless Customers (a USA Today national bestseller). He saved his swimming pool company, River Pools, from the 2008 crash through radical content marketing, transforming it into the most-visited swimming pool website globally. With over $1 billion in economic impact generated for companies worldwide, Marcus is also the co-founder of PriceGuide.ai, IMPACT, Marcus Sheridan International, and Question First Group. Key Topics The four pillars of trustThe Yale Appliance case study:The Big Five content topics:The pricing estimator revolution:AI's massive impact on search:Building a personal brand: Resources & Links People Mentioned: Steve SheinkopfYale ApplianceRory VadenBrand Builders GroupGary Vaynerchuk (Gary Vee)VaynerXSeth Godin Companies & Tools: River PoolsPriceGuide.aiIMPACTMarcus Sheridan InternationalQuestion First Group Books & Resources: Endless CustomersThey Ask You Answer Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter Contact & Credits Host: Shahin Hoda Guest: Marcus Sheridan Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth

In this insightful conversation, Kitty Zhao, Head of Marketing for Adhesive Technologies at Henkel ANZ, shares her proven strategies for putting Australia and New Zealand on the global marketing map. Working for a global organisation with headquarters far from the region, Kitty reveals how she's successfully gained executive visibility, built internal advocates, and implemented innovative marketing approaches that have been adopted across the Asia-Pacific region. This episode is essential listening for any B2B marketer working in a regional market who wants to move beyond execution mode and become a strategic contributor whose voice is heard at the highest levels of their organisation. Guest Introduction Kitty Zhao is a seasoned B2B marketing leader with over 14 years of experience across the manufacturing, mining, automotive aftermarket, and scientific sectors. Kitty brings a strategic lens to every initiative, combining deep expertise in OEM and distribution models with a collaborative leadership style that empowers teams to deliver marketing programs that resonate with customers and drive meaningful business results. Key Topics Resources & Links People Mentioned: Mark RitsonNatalie Truong Companies & Organisations: HenkelAustralian Institute of Packaging Courses: MiniMBA in Marketing Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter Contact & Credits Host: Shahin Hoda Guest: Kitty Zhao Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth

Ever wondered if you might already be a product marketer without knowing it? This episode breaks down one of B2B's most misunderstood roles with someone who literally wrote the book on it. Kayla Medica, Australia's leading product marketing advocate and author of The Mehdeeka Method, sits down with host Vinnie Romano to demystify what product marketers actually do and why they're crucial for proving product-market fit. If you're a marketer feeling stuck between sales enablement and strategic growth, or a founder struggling to translate your brilliant product into clear value propositions that resonate, this conversation will change how you think about marketing's role in driving revenue. Kayla reveals why product marketing might be the missing piece in your marketing strategy—and why understanding it could be the key to unlocking sustainable business growth. Guest Introduction Kayla Medica is the author of The Mehdeeka Method, a book all about establishing product marketing in an organisation including all the tricky bits like wrangling big personalities, as well as a fractional product marketer working with B2B SaaS businesses and startups. Having worked in B2B SaaS for over a decade, she's established product marketing functions at companies like Willow, serves as Head of Programming for Generate Summit, and writes the weekly Mehdeeka newsletter. Key Topics Defining product marketing beyond the buzzwordsThe product marketer as the "buddy system" to your productWhy sales enablement isn't "just" sales enablement The granular work behind product-market fit Career transition advice for aspiring product marketersThe collaboration imperativeProduct marketing as a business growth leverThe Australian product marketing landscape Resources & Links Books Mentioned: The Mehdeeka Method by Kayla MedicaListen Like You Mean It by Ximena VengoecheaTalk to Me by Dean Nelson Communities & Resources: Generate SummitMehdeeka Newsletter People Mentioned: Axel SukiantoLara VandersluisKaylee Liu Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter Contact & Credits Host: Vinnie Romano Guest: Kayla Medica Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth

In this episode, we dive deep into the complexities of building growth strategies across APAC with Victoria, who leads marketing for Thomson Reuters across an enormous remit spanning from Africa and the Middle East through to Japan and New Zealand. Victoria shares why expanding into APAC is fundamentally different from other regions, dispels common myths about APAC markets, and reveals how sophisticated buyers in these geographies are driving the future of B2B technology adoption. The conversation explores everything from the nuanced approach needed for different markets like Japan's trust-building requirements versus the rapid innovation appetite in Southeast Asia, to how geopolitical shifts create both opportunities and challenges. Victoria also shares her approach to creating bespoke research that serves as both thought leadership and demand generation, demonstrating how to move beyond traditional marketing tactics to become a true business growth driver. Guest Introduction Victoria Sampson (McCafferty) is a seasoned marketing leader with over 15 years of experience driving growth across Asia-Pacific. As CMO APAC at Thomson Reuters, she leads a diverse regional team, combining data, technology, and customer insight to design demand generation programs that deliver measurable impact. Passionate about understanding buyer behavior, she believes the best marketing comes from truly knowing the customer—what they value, how they operate, and when to reach them. Throughout her career, she has been proud to build inclusive teams, champion an ethical, people-first culture, and position marketing as a precision growth engine that bridges business goals with customer needs in meaningful ways. Key Topics Why APAC expansion is different:APAC myths debunked:The “gateway market” trap:Content as advantage:The 70-30 localisation rule:Channel diversification:Marketing as advisory:Future of B2B marketing: Resources & Links People Mentioned Professor Scott GallowayShahin Hoda LinkedIn ProfileAlexander Hipwell LinkedIn Profile Companies & Tools Discussed Thomson ReutersBombora6SenseCanva AITableau Events & Programs Synergy Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter Contact & Credits Host: Shahin Hoda Guest: Victoria Sampson (McCafferty) Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth

In this episode, we delve into the world of Account-Based Marketing (ABM) with Stuart Matthewman, who shares the hard-won lessons from IR’s six-year journey with ABM. From early failures and misalignment issues to achieving an incredible 80X return on marketing spend, Stuart reveals the critical importance of sales and marketing alignment. He provides a detailed blueprint for implementing a successful ABM program. This episode is packed with actionable insights for B2B marketers looking to move beyond traditional lead generation tactics and build sustainable revenue growth through strategic account targeting. Guest Introduction Stuart Matthewman joined IR in 2014 and was promoted to CMO in 2022, having risen through the ranks and strengthened the marketing function. Under his leadership as CMO, he has been a key contributor to IR's remarkable growth, driving a 132% increase in revenue, a 289% growth in EBITDA, and a complete overhaul of the global marketing team. Stuart is a B2B CMO of the Year Finalist for 2025 and brings extensive experience leading global marketing teams across ASX-listed technology companies. Key Topics The early ABM strugglesThe turning pointThe 12-16 week ABM processSales and marketing alignmentSDRs under marketingMeasuring ABM successAI integrationBranding evolution Resources & Links People Mentioned: Stuart MatthewmanByron SharpProfessor Jenni RomaniukMark RitsonKerry CunninghamKim ScottJohn Lombardo Companies & Tools: IR (Integrated Research)Ehrenberg-Bass Institute6SenseDemandBase Books & Resources: Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter Contact & Credits Host: Shahin Hoda Guest: Stuart Matthewman Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth

In this episode, Vinnie sits down with ABM marketing expert Melinda Stuart to tackle one of B2B marketing's most misunderstood concepts: go-to-market strategy. What starts as a discussion about business language misuse quickly evolves into a deeper conversation about how marketers can remain strategically relevant in an AI-driven world. Melinda breaks down why go-to-market has become a buzzword that's lost its true meaning, and shares practical advice for B2B marketers who want to move beyond tactics to drive real organisational alignment. This episode is essential listening for anyone tired of seeing "go-to-market" slapped onto job titles without the strategic foundation to back it up. Guest Introduction Melinda Stuart is Enterprise Marketing Lead at Optus and a Marketing and Communications Leader with extensive experience in global and APAC markets. With over two decades of international experience and more than ten years in the technology sector spanning cloud, communications, and software, Melinda has successfully shaped go-to-market strategies across various new territories and verticals. She's worked in both agency and client-side roles, including previous positions at Macquarie Telecom and InterSystems, and serves as an advisor to organisations of varying sizes, particularly within the technology space. Key Topics The real definition of go-to-market strategyWhy marketers are taking on GTM responsibilityThe critical question every marketer should askStrategy vs tactics in the age of AISocial selling as part of account-based marketingStaying relevant in an AI worldThe importance of cross-functional collaboration Resources & Links Adam Turinas Health LaunchpadDr Catherine BallVinnie Romano on LinkedInMelinda Stuart on LinkedIn Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter Contact & Credits Host: Vinnie Romano Guest: Melinda Stuart Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth

Join us for an insightful conversation with Jon Stona, who leads marketing at Airwallex, one of the fastest-growing fintechs in the world. Operating across 130+ markets from their Singapore headquarters, Jon shares how they've built a modern marketing organisation that balances global consistency with local authenticity. From the critical importance of product marketing to bold brand moves like their McLaren F1 partnership, this episode explores what it takes to scale marketing in the fintech space while challenging traditional B2B playbooks. Key Topics Covered Global Marketing Architecture Product Marketing as Foundation Brand Building in Fintech AI and Marketing Evolution Notable Quotes "You're not marketing to business decision makers. You're marketing to humans who happen to make business decisions." "If your core is strong, even as a human being, then the rest tends to get strength from that." "Data is important, but data should not override common sense." "Never lose sight of first principles... all good marketing starts with good insight." Key Takeaways Geography isn't destinyProduct marketing is criticalTrust is multi-dimensionalHuman connection winsBold moves differentiate Rapid Fire Insights Must-read resourceKey adviceWhat excites him most Guest Bio Jon Stona leads global marketing at Airwallex, a fintech unicorn that has grown from a Melbourne coffee shop startup to serving customers across 130+ markets. Based in Singapore, Jon oversees marketing strategy for one of the world's fastest-growing financial infrastructure platforms, with a focus on building product marketing capabilities and bold brand initiatives that challenge traditional B2B conventions. This episode is perfect for marketing leaders looking to scale globally, fintech professionals interested in brand building, and anyone curious about the future of B2B marketing in an AI-driven world.