Growth Colony: Australia's B2B Growth Podcast-logo

Growth Colony: Australia's B2B Growth Podcast

Business & Economics Podcasts

We chat with 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. Each week we dive deep into B2B topics including account-based marketing (ABM), demand generation, lead nurturing, sales and marketing alignment, automation, content marketing, marketing leadership and many more! Hosted by Shahin Hoda Produced by Shahin Hoda, Alexander Hipwell & Allysa Maywald from xGrowth.

Location:

United States

Description:

We chat with 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. Each week we dive deep into B2B topics including account-based marketing (ABM), demand generation, lead nurturing, sales and marketing alignment, automation, content marketing, marketing leadership and many more! Hosted by Shahin Hoda Produced by Shahin Hoda, Alexander Hipwell & Allysa Maywald from xGrowth.

Language:

English


Episodes

Why Marketers Should Take on the Chief Revenue Officer Role

2/21/2024
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... 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 _________________ 🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Duration:00:30:38

What You Need to Know About AI & Influencer Marketing

2/7/2024
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... 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 _________________ 🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Duration:00:43:14

LinkedIn's B2B Benchmarking, KitKat's AI Ad & NPS for Retention

2/5/2024
Find out what's going on in the marketing world right now with Alex, Shahin & Vinnie. This episode covers the following: LinkedIn & Ipsos’ B2B Market BenchmarkKitKat’s ‘Have Ai Break’ adGreg Daines’ video on NPS and customer retention _________________ 🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/ Hosted & Produced by Shahin Hoda, Alexander Hipwell, Vinnie Romano & Allysa Maywald, from xGrowth. We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Duration:00:36:51

Stop Being Just a Data-Driven Marketer

1/24/2024
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... 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 Marketing Artificial Intelligence Impromptu _________________ 🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Duration:00:31:56

The Journey of NAB’s Marketing Technology Transformation

1/10/2024
Suzana Ristevski, CMO, Executive Group Marketing of NAB chats with Shahin Hoda of xGrowth about how one of the biggest banks in Australia transformed their marketing technology in 5 years. What to expect in the episode... Suzana first joined NAB in January 2017 as General Manager, Business Bank Marketing & Customer Strategy and is currently the Chief Marketing Officer, Executive Group Marketing. Prior to joining NAB in January 2018, Suzana worked in various marketing and product leadership roles at GE, Optus Telecommunications, Medical Benefits Private Health Insurance Fund and 20th Century Fox in London. Resources mentioned in this episode: Thinking, Fast and SlowThe Case for Creativity _________________ 🎯 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Duration:00:32:51

Rebroadcast | EP #157 Jenna Pipchuk: The Unified Commercial Engine: The Gold Standard of Sales & Marketing Alignment

1/3/2024
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: Unified Commercial Engine Resources mentioned in this episode: Brené BrownRevenue OperationsBrent's Breakdown You can access the extended show notes right here! _________________ Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/ 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

Duration:00:30:18

Rebroadcast | EP #164 Imogen Broomhead: How ServiceNow Uses Executive Briefing Centres to Grow Relationships with C-level Clients

1/1/2024
Shahin chats with Imogen Broomhead, Director of the Executive Briefing Program, Asia Pacific Japan at ServiceNow, discussing the strategies for building an effective Executive Briefing Center in the APAC region to engage and grow relationships with c-suite executives. With 15+ years in the industry, Imogen is a passionate and dedicated Tech Marketer who doubles down on sales partnering to build and strengthen relationships within the C-suite and drives deal acceleration. She launched the “EBC” or Executive Briefing Program for ServiceNow in APAC + Japan 5 years ago. The program annually hosts hundreds of customers in Innovation Centres in major cities across APAC and Japan annually, bringing digital transformation and corporate strategy into alignment. Before joining ServiceNow, Imogen owned the Executive Briefing program and Advancement programs at Macquarie University, led the strategic Events Program at UNSW and worked for many years delivering campaign events in the public, higher education and B2B sectors. The episode covers: Resources mentioned in this episode: When Breath Becomes Air Transformation done Wright _________________ Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/ 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

Duration:00:32:40

Rebroadcast | EP #170 Ed Breault: How to Use ChatGPT in Your B2B Marketing Strategy

12/27/2023
Shahin chats with Ed Breault, Chief Marketing Officer at Aprimo, about how marketing teams can leverage generative AI tools like ChatGPT in their day-to-day marketing activities. As CMO, Ed drives the brand’s go-to-market strategy across all marketing functions to empower the marketing organisations of today to become the genius brands of tomorrow by unleashing the power of content. Ed combines his growth marketing expertise and extensive background in brand development with his passion for developing intentional account-based experience programs that build awareness, demand, and ultimately, revenue. The episode covers the following: Resources mentioned in this episode: The Adaptation Advantage The Content Advisory _________________ Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/ 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

Duration:00:31:35

Rebroadcast | EP #154 Mark McInnes: How to Optimise Your Sales Outreach Sequence

12/25/2023
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: Resources mentioned in this episode: Phil M Jones30 Minutes to President's Club _________________ Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/ 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

Duration:00:33:49

State of ABM in APAC, First-Party vs Third-Party Data, and Marketing Advice for 2024

12/20/2023
Find out what's going on in the marketing world right now with Alex, Shahin & Vinnie. The episode covers the following: Resources mentioned in this episode: The 2023 State of Account-Based Marketing in APAC ReportIs first- or third-party audience data more effective for reaching the ‘right’ customers?What's Measured is ManagedThe Diary of a CEOLex Fridman PodcastMeditations _________________ 🎁 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Duration:00:40:01

Essential Elements of an ABM Tech Stack

12/18/2023
Want to prepare your ABM tech stack for 2024? Well on the pod, we have Yulia Olennikova here to chat about the fundamentals of a tech stack that you should consider for your ABM. You'll also learn about... Yulia is Head of Marketing at N.Rich, the leading European ABM platform. Previously, Yulia led the marketing launch of several products at Semrush (NYSE:SEMR), including Agency Growth Kit – now one of the fastest-growing revenue streams for the company. Ex-journalist and copywriter turned marketer, Yulia is passionate about social selling and content-centered growth strategies. _________________ 🎁 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Duration:00:27:30

How to Navigate your ABM Account Selection

12/13/2023
Here to chat about mastering account selection for ABM is Joanna Moss, Director of Executive Programs and Account-Based Marketing, from Salesforce. Not only will you hear about how Salesforces aligns their sales and marketing teams but you will also learn... Having worked within and across Australian, Asian and European markets, Joanna has a solid understanding of business effectiveness. She is an energetic marketing professional specialising in rolling out executive strategies designed to enable sales to build relationships across the business to help win opportunities and increase brand awareness. Working across the complete field of marketing she has experience organising events (at all levels), building lasting customer relationships, CRM, brand management, producing collateral and ensuring that appropriate touch points to communicate strategies, visions, successes and campaigns are developed and pushed out to relevant customer audiences. She enjoys using digital media to gain maximum campaign effectiveness. Resources mentioned in this episode: Atomic Habits Boundless _________________ 🎁 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Duration:00:35:41

Invest in Trust by Being Transparent

12/6/2023
Joining Shahin on the pod is Leigh Barnes, Chief Customer Officer at Intrepid Travel. Learn how transparency is a key factor in how you can build trust with the partners and customers of your brand. The episode covers the following: ‘Barnes’, as he is known, is responsible for leading Intrepid’s global marketing, CX and digital functions with a focus on embedding a customer-focused culture across the business. Previously chief purpose officer, Leigh is an advocate for the business, for good movement and has been instrumental in building Intrepid’s reputation as a purpose-led organisation. Outside of work, Leigh is a keen supporter of Melbourne’s arts and culture scene and a passionate fan of the Aussie Football League (AFL) team, the Geelong Cats. Resources mentioned in this episode: How not to PlanGood Strategy, Bad StrategyStan Grant Books _________________ 🎁 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Duration:00:32:23

Creating Authentic Impact with Purpose-Driven Marketing

11/29/2023
Shahin chats with CMO, Sophie Paulin, from the Australian tech company Ordermentum about purpose-driven marketing and the importance for marketers to lean in and shape the future of marketing now. The episode covers the following: Sophie comes from a background of digital strategy and marketing where she spent many years focused on the intersection of sociology and technology with the rise of Social Media. Now in a time where consumers are smart and sceptical, Sophie focuses on the power of authentic purpose-driven marketing for the benefit of all. Ordermentum is transforming the hospitality and foodservice industry through digitisation, with their purpose at the core "to create a more sustainable industry by helping venues and supplier trade smarter", and we dive deep with Sophie on how they are bringing this purpose to life. Resources mentioned in this episode: Elon MuskMan's Search for MeaningWe FirstBrian SolisLenny's PodcastLex Fridman _________________ 🎁 Get your copy of the report here: https://abm.xgrowth.com.au/2023-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Duration:00:27:38

Hubspot makes a purchase, Optus has an outage, and LinkedIn launches an AI job seeker coach

11/22/2023
Find out what's going on in the marketing world right now with Alex, Shahin & Vinnie. The episode covers the following: Resources mentioned in this episode: HubSpot picks up B2B data provider Clearbit to enhance its AI platformPossessed - The Origin Story of a B2B MarketerLinkedIn launches AI job seeker coach for premium subscribers _________________ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Duration:00:40:53

How to Use Customer Insights to Leverage Your GTM Strategy

11/15/2023
Learn about go-to-market strategies and how to use your customer insights with Shahin and Georgia Swanson, Global Director of Strategy and Growth for NCS NEXT. The episode covers the following: Georgia is a multi-award-winning executive leader and has turned her elite sporting background into a relentless drive for customer success and business performance. Before all else, she is an authentic, vulnerable and trusted leader, passionate about nurturing the next generation of leaders through mentorship and development. Georgia has over a decade’s experience in turning complex problems into actionable solutions for some of the biggest organisations in Australia and in her current role she is focussed on applying her skillset in people psychology and GTM strategy to replicate success in other markets. Resources mentioned in this episode: The B2B Elements of ValueThe Diary of a CEOLatane Conant _________________ 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

Duration:00:32:05

Rebroadcast | EP #84 Cath Brands: How to Do Awesome B2B Storytelling

11/8/2023
In this episode, host Shahin Hoda chats to Cath Brands, CMO at Flintfox about crafting exciting and fun B2B stories. Cath has extensive experience in both B2B and B2C, working with 8 fortune 500 companies, running campaigns that have broken Guinness world records, has worked with some of the giants of our world such as Amazon and Microsoft -- and has been able to translate the excitement of liquor and Coca-Cola storytelling to the Amazon and Microsoft world. A New Zealand native, Cath Brands has spent the last 18 years as a marketer working around the globe for some world’s largest companies including Lion Nathan, Pepsi, Westfield and Coca-Cola. Cath pivoted to the tech industry in 2013 and joined Amazon where she spent 5 years working across a number of groundbreaking consumer tech innovation projects, including being one of the founding team members of Amazon Go, taking the store from concept to launch. Cath is now the CMO for the fast-growing tech company Flintfox International. Cath's marketing passion is people, and how putting the customer at the heart of any business strategy is the key to success. _________________ 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

Duration:00:32:40

Rebroadcast | EP #165 Belinda Pervan: How Veeam Fosters A Culture of Creativity in Marketing

11/1/2023
Shahin chats with Belinda Pervan, Vice President, APJ marketing at Veeam about how Veeam's marketing team stays creative while constantly testing new ideas and pushing boundaries. Belinda is passionate about leadership and enabling her teams be the best marketers and human beings possible. Living through example, she measures her success on how she can enable her teams' own achievements and growth to reach their career and business goals. In our information-driven economy, Belinda believes in a data-driven approach to marketing to enable insights, make informed decisions, and demonstrate true business value. However, she equally invests in developing strong business relationships, interlocking with sales and all other areas of the business. Her commitment to human-centric leadership can be seen in her accomplishments as the founding leader of Veeam's CSR program in ANZ, an Executive Sponsor of Veeam's Women in Green program, and she actively supports local charities in Singapore via the Veeam Cares program. Passionate about giving back and shaping the next generation, Belinda is a strong supporter of mentorship for women and driving equality, sponsoring Veeam's Mentor Labs program and also co-leading the Singapore chapter of Mentor Walks. The episode covers: Resources mentioned in this episode: Hop on Veeam BusThe Power of Vulnerability _________________ 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

Duration:00:26:51

Rebroadcast | EP #139 Stephanie Dechamps: How Boomi Runs Programmatic ABM in APAC

10/25/2023
Shahin chats with APJ Marketing Director, Stephanie Dechamps, from Boomi about running programmatic (one:many) ABM programs in the APAC region. From Journalism to AdTech to MarTech, Stephanie’s career took a new turn when she decided to explore how performance data can drive revenue. Building and leading the APJ marketing team, she also covers all aspects of marketing (events, digital, integrated demand, partner, customer, brand, PR, operations, and product). Stephanie believes in the power of a fully integrated and personalised customer journey. She counts on AI and ML to improve targeting and optimisation. “It has never been a better time to be a marketer.” Resources mentioned in this episode: Refine LabsSales Pipeline Radio For the full transcript and show notes, you can find them here _________________ 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

Duration:00:33:31

Marketing Responsibility is Increasing Post-Pandemic and LinkedIn Adds Generative AI

10/18/2023
On this episode, Alexander Hipwell is joined by Shahin Hoda and Vinnie Romano to chat about the ins and outs of the current B2B marketing world. The episode covers the following: Resources mentioned in this episode: Marketing Responsibilities ArticleMark Ritson's post on LinkedIn AI featureZagDiscipline is Destiny _________________ 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

Duration:00:38:57