Growth Colony: Australia's B2B Growth Podcast

In this episode, host Shahin Hoda chats with Bev Burgess, Senior Advisor at ITSMA, about key trends in the account-based marketing domain and its changes in the last four years. During this conversation, Bev shares valuable insights on the differences between account management and executive management. She also talks about how marketing to accounts is not the same as ABM. The discussion concludes with Bev sharing her predictions for ABM beyond 2021. Bev Burgess is an industry expert in...

ABM Talks are open AMA style sessions for ABM experts, practitioners and the curious to discuss the world of Account-Based Marketing & ABX. ​In this session, we’ll be discussing what you’ll need to prepare before running your first ABM campaign. ​We'll be covering: If you want to participate in one of these sessions make sure to join the community slack channel at https://growthcolony.org/slack

In this episode, host Shahin Hoda chats to Nick Sheehan, Founder & CEO at EFEX. EFEX, an Australian Business Technology Service provider, dedicated to ‘making IT simple and accessible for SME’s and enterprise-sized companies. Nick shares his experience in entrepreneurship and discusses why he believes you shouldn't have a plan B as well as the importance of staying true to your values throughout the entire journey. A combination of Nick’s strong work ethic, problem-solving skills and his...

In this episode, host Shahin Hoda chats with Leandro Perez, Vice President, Asia Pacific Marketing at Salesforce, about how he manages his team and executive stakeholders in the post-COVID world. Leandro stresses the importance of empathising with employees’ situations while working on a project. He also shares his approach to boost employee morale and ensure proper upskilling of his team. Furthermore, he talks about how he aligns his KPIs with that of the business when it comes to...

Shahin chats with Brandon Redlinger, Senior Director, Product Marketing at ringDNA, about how marketers can create content that actually adds value to readers. Brandon shares practical ways to look for interesting topics to write about and sheds light on a team structure that works best when creating large pieces of content such as ebooks. During the conversation, he also stresses the importance of having long-term relationships with industry influencers and advises marketers to be...

In this episode, host Shahin Hoda chats with Ray Kloss, Director of Brand Marketing for APJC at Cisco, about how diversity within the region impacts marketing and what can marketers do to set themselves up for success. During this interesting conversation, Ray talks about the importance of having an “insider” from every culture to help make better marketing and hiring decisions. He also shares some valuable advice on mentoring, having a local network and managing the APAC region,...

In this episode, we discuss how to transition from DemandGen to an Account-Based strategy. We discuss: ABM Talks are open AMA style session for ABM experts and the curious to discuss what’s happening in the world of Account-based marketing and ABX. If you want to participate in one of these sessions make sure to join the community slack channel at https://growthcolony.org/slack

In this episode, we're discussing tiering, the ABM pyramid and how to select the right kind of ABM per account. We dive into the three different types of ABM: strategic, scale and programmatic. We chat about the differences and when is the right time to use each method (or even a blend of methods). Tiering and selecting the right kind of ABM is key to a successful ABM campaign. In an ideal world, you would have a very personalised and customised approach for all your target accounts....

Shahin chats to Yaagneshwaran Ganesh, Director of Marketing at Avoma about why you should reconsider planning your content based on a funnel and what are the alternatives. Yaag has 13 years of marketing experience, and he actively helps early-stage martech startups with their content, more specifically in building their narrative and category. He is among the top 100 global martech influencers and is recognised as one of the marketing mavericks by the World Marketing Congress. He is a...

In this episode, Shahin chats with Andrew Storrier, Global Content Strategy and Operations Manager at Hexagon about how to approach content creation for your account-based strategy and engagement. Andrew is a 10-year veteran of content strategy, marketing, and production. Right now, he's obsessed with Analyst Relations and Sales Enablement as he and his colleagues transform Hexagon PPM into a world-class marketing function. He probably needs to get better at managing his personal life due...

In this episode, host Shahin Hoda chats with Nick Bell, founder of 12 digital marketing agencies and co-founder at Lisnic.com, about the mistakes B2B founders need to avoid. Nick starts by sharing his thought process for buying into a business and advises prospective founders to solve a problem by creating convenience. He also talks about the importance of having a solid marketing strategy and having the right people to run a company successfully. Nick closes the discussion by emphasising...

Share of Search (SOS) is the most hyped marketing buzzword phrase of the past six months. Its advocates see it as marketing’s most important metric, a more relevant and practical assessment tool today than the traditional KPIs Share of Voice (SOV) and Share of Market (SOM). ​Holistic Analytics founder Tasman Murray agrees. Tasman describes SOS as a light-touch, high impact market share predictor. However, Forethought Executive Chairman Ken Roberts cautions that the act of searching is not...

In this episode host, Shahin talks to Vanvisa Brown, Head of Demand Gen at DiviPay about Van's experience moving from a large organisation into a fast-growing, nimble startup. This is a question on the minds of a lot of marketers as COVID has accelerated the growth of many startups specifically in the SaaS space. But moving from a secure large organisation to a startup can be a daunting move for many. Van gives us insights to understand why she made the jump and if you are thinking about a...

In this episode, host Shahin Hoda chats with Lisa Leight, VP of Marketing at Convoso, about how newly appointed marketing executives can build a new team from scratch and better leverage the existing resources at their organisations. Apart from sharing experience at Convoso, Lisa talks about the importance of staying close to the customer, aligning with sales, setting up scalable processes and leveraging data efficiently. She also advises new marketing executives to have the right people at...

In this episode, host Shahin Hoda chats with Michael Doherty, Head of Business Development at Smarter City Solutions about how to sell and market to government organisations. Michael talks about how selling to the government is different from selling to private players. He also mentions that having patience and belief in one’s product is the key to success in the B2G market. Michael Doherty has been at the forefront of parking technology for close to a decade, having worked with many of...

ABM Talks are open AMA style session for ABM experts and the curious to discuss what’s happening in the world of Account-based marketing and ABX. Today we’re tackling the topic of how to sell account-based marketing to the sales team. According to a LinkedIn survey 56% of B2B brands now leverage ABM, a TOPO report also points out 80% of marketing teams worldwide have confirmed a higher return on investment from ABM initiatives. But for ABM to have any chance of success, the sales and...

Shahin chats with Nina Christian about how businesses need to change their approach to content creation in 2021 and where should they focus their attention in order to provide more human experiences for their customers. Nina Christian is a Marketing & Brand Strategist who helps businesses use thought leadership content to build their authority and widen their impact. She is the Director of marketing agency Braveda, established in 2000, which focuses on helping brands produce high-calibre...

In this episode, host Shahin Hoda chats with Malcolm Hamilton, Global Marketing Director at SAP, on why IT businesses worldwide are now taking marketing very seriously. Malcolm talks about the importance of having marketing at the leadership table, guiding decisions about what accounts and prospects to target. He also highlights the importance of having a strong understanding of the overall buyer’s journey and encourages IT leaders to be patient while expecting ROI from marketing...

In this episode, Shahin Hoda chats with Bron Gondwana, Chief Executive Officer at Fastmail about data privacy and the fast-moving, rapidly changing landscape that it's operating in. Fastmail is a flourishing SaaS business providing privacy-focused email. With over 20 years of experience working with email, Bron still hacks on the Cyrus IMAP mail server. At the IETF standards organisation, he chairs 3 working groups about email and calendaring, where he drove the introduction of JMAP. You...

In this episode Shahin chats with Kade Greenland, Senior Customer Strategy & Innovation Consultant at EY about strategic paralysis when it comes to marketing strategy, strategising and how to get out of the paralysis loop. Kade is a senior customer strategy and innovation consultant at EY. He is also the founder of Melbourne production and digital content agency, Khorus. With a background as an actor and filmmaker, he uses story to fuse connections between people, their organisations and...