APAC's B2B Growth Podcast

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 througho...

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 boosting employee morale and ensuring proper upskilling of his team. F...

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...

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 som...

In this episode, we discuss how to transition from DemandGen to an Account-Based strategy.  We discuss: ​How your marketing tactics are going to differ for successful account-based engagement ​How you’ll need to change your KPIs and metrics to measure success ​How your relationship and interactions with sales are going to change ​How should you change your approach to account and vertical research...

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,...

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 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 worl...

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 h...

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....

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 m...

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 le...

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 b...

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...

Shahin chats with Nina Christian about how businesses need to change their approach to content creation post-COVID 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...

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...

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 chair...

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...

In this episode, host Shahin Hoda chats with Iris Luo, APAC Marketing Lead at Zoom, about the current state of virtual B2B events and what marketers can do to better leverage tools such as Zoom while taking their traditional physical events online. Iris advises marketers to decide on the experience they want to create for their audience before going into the features of the solution being used for...

In this episode, host Shahin Hoda chats with Peep Laja, CEO of Wynter and CXL about how B2B Marketers can revamp their messaging to compete in today's highly competitive environment where "everyone" is selling "everything." Peep highlights the differences between differentiation and distinctiveness. He advises B2B marketers to focus on their brands rather than product features or services. Peep al...

In this episode, host Shahin Hoda chats with Steve Gershik, Advisory Board Member of Sales Lead Management Association (SLMA), about customer marketing and why B2B marketers need to double down on it. During the conversation, Steve discusses the increasing need to drive loyalty and how customer marketing can play a significant role to achieve it. Read the show notes: https://xgrowth.com.au/blogs/c...

Shahin talks to Ruth P. Stevens, B2B Marketing consultant, author and educator about everything marketing and data and why data is becoming more and more important in B2B. Ruth consults on customer acquisition and retention, specialising in B2B markets. She advises companies on go-to-market strategy, sales lead generation, customer and prospect data, content marketing and ABM.  Crain’s BtoB magazi...

In this episode, Shahin Hoda chats with John Steinert of TechTarget about what B2B leaders should look for when evaluating intent data providers. John unpacks the four categories of intent data providers in the market along with their pros and cons. He also discusses multiple factors such as sales teams' behaviour and the long-term strategic impact that marketers need to be mindful of during this...

Shahin chats with Nick Flude, Chief Marketing Officer at Secure Code Warrior about how B2B marketers should communicate with their sales team to get better alignment. We've all heard that it's extremely critical in the B2B space for sales and marketing to work together hand in hand, but in many cases, marketing and sales speak different languages in terms of KPIs and success metrics. In this episo...

Today Shahin speaks with Jon Panker, Managing Director for Japan & Asia Pacific at TechTarget & Gregory Wood, Head of Marketing Science, Technology, Data & Analytics for APAC at SAS  They talk about how and why marketers should aim to reach the entire buying committee at their target accounts – and why just aiming to get the attention of the C-level isn't enough anymore. Read the show...