APAC's B2B Growth Podcast

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: Agent Force handles 850,000 conversations with 85% resolution"SaaS is dead" narrative: Why enterprise software needs governance, permissions, reliability, not just quick AI codeLeading transformation: Year-long journey from lone voice to company-wide quarterly Agent Force Learning DaysProcess mapping first: Document crown jewel processes to identify pain points before introducing AISystematic change: Company-wide learning days, mandatory training (100% Agent Blazer status), permission to experimentPractical AI adoption: Landing pages, social automation, Slack summaries, 80% email engagement, plus failed experimentsExperimentation culture: Identifying early adopters, showcasing wins, balancing air cover with performance Resources & Links People Mentioned: Marc Benioff - Salesforce CEO & Co-FounderRoby Sharon-Zipser - hipages CEO & Co-Founder Companies & Tools: Salesforce - AI-powered CRM platformAgentforce - Salesforce AI agent platformTrailhead - Salesforce learning platformFisher & Paykel - Appliance manufacturerGoodyear - Tire manufacturerRemarkable - Digital paper tablethipages - Online tradie marketplaceChatGPT - AI chatbotGemini - Google AI assistantPerplexity - AI search toolElevenLabs - AI text-to-speechAANA - Association of National Advertisers 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" fears: Transform anxiety into systematic learningOne-hour-per-week AI testing: Friday afternoon framework for testing solutionsBuilding custom GPTs: Achieve 80% first-draft quality with brand voiceStrategic AI tool testing: Compare tools for real problem-solving vs trendsOpus Clip for video repurposing: Transform long videos into social clipsRebecca Webber's AI success: Cut assessment time from 60 min to 30 secPrompt engineering demystified: Clear communication, not specialist roleNavigating AI restrictions: Build business cases when IT blocks tools Resources & Links People Mentioned Stephen Mayall - Growth marketer focusing on AI and agentic workflowsTim Lillyman - Marketing leader at XPON Technologies Group, active in AI and automationAxel Sukianto - B2B SaaS marketer and growth marketing advisorChristopher Chow - Head of Growth Marketing at Smokeball, LinkedIn video creatorRebecca Webber - Literacy leader at the Department of Education, South Australia, developed an award-winning AI assessment toolSimon Sinek - Author of "Start with Why" Companies & Tools 90 Seconds - Rubina's company, a global video creation platformOpus Clip - AI video clipping tool for creating viral shorts from long videosCanva Magic - AI features within Canva for design and content creationCustom GPTs - OpenAI's customisable AI assistantsDepartment for Education, South Australia - Organisation where Rebecca Webber developed an award-winning AI assessment toolSocial Media Club Adelaide - Early adopter community mentioned by Rubina 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 trust and why almost no companies consistently say, show, sell, and act more human than their competitorsThe Yale Appliance case study: How CEO Steve Sheinkopf became the most trusted voice in his industry by publishing service call data that threw major manufacturers under the busThe Big Five content topics: Why cost content is the number one traffic and sales generator, and the five levels of pricing transparencyThe pricing estimator revolution: Why companies see 300-500% increases in qualified leads overnight, including the Scottish shed company that saw 500% more leads in one weekendAI's massive impact on search: How over 60% of Google searches don't result in clicks, and why YouTube will become more important than your websiteBuilding a personal brand: Why trying to look smart destroys credibility, and why knowing who you are is not more important than knowing who you are Resources & Links People Mentioned: Steve Sheinkopf, CEO at Yale ApplianceRory Vaden, Speaker, Author, Co-founder of Brand Builders GroupGary Vaynerchuk (Gary Vee), Entrepreneur, Chairman of VaynerXSeth Godin, Author, Entrepreneur, Marketing expert Companies & Tools: River Pools, Marcus' fiberglass pool manufacturing companyPriceGuide.ai, Pricing estimator platformIMPACT, Marketing agency and training companyMarcus Sheridan International, Speaking and consultingQuestion First Group, Sales and leadership training company Books & Resources: Endless Customers by Marcus SheridanThey Ask You Answer by Marcus Sheridan 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 Why Australian and New Zealand markets risk being overlooked in global decision-making, and how raising your profile ensures local needs are considered proactively.Common mistakes regional marketers make and why you should treat new initiatives like a sales pitch with evidence-based proposals.Pioneering account-based marketing in the mining sector and how this Australian initiative became the pilot program for the entire APAC region.Building internal advocates across technical teams and sales forces, and developing co-branded campaigns with customers.Creating strategic alliances with global colleagues across marketing functions to ensure two-way communication.Leveraging the Australian Institute of Packaging partnership that led to speaking opportunities across Asia-Pacific conferences.How locally-developed initiatives expanded from Australia to Thailand, Indonesia, Japan, and Malaysia.Building trust, demonstrating small wins, and confidently proposing innovative approaches. Resources & Links People Mentioned: Mark Ritson- Marketing professor and founder of Mini MBA in MarketingNatalie Truong- Ex-CMO, Oceania at EY Companies & Organisations: Henkel-Global adhesive technologies companyAustralian Institute of Packaging-Peak professional body for packaging education in Australasia Courses: MiniMBA in Marketing-MBA-level marketing course 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 buzzwords - Why product marketing isn't just another marketing role and how it bridges the gap between what you build and what customers actually needThe product marketer as the "buddy system" to your product - How product marketers change roles throughout a product's lifecycle from concept to sunset, acting as whatever the product needs at each stageWhy sales enablement isn't "just" sales enablement - How internal education and getting everyone on the same page about what your product actually does forms the foundation for all other marketing effortsThe granular work behind product-market fit - Real examples of how product marketers identify new use cases, expand into new markets, and help businesses understand not just who their customers are, but how they actually use the productCareer transition advice for aspiring product marketers - How to identify if you're already doing product marketing work and what skills transfer from traditional marketing rolesThe collaboration imperative - Why product marketing success depends on working across teams (sales, product, customer success) and being the person who brings solutions, not just problemsProduct marketing as a business growth lever - How understanding and maintaining product-market fit becomes crucial for sustainable business growth and why business leaders should care about this functionThe Australian product marketing landscape - Why the role is newer in Australia compared to the US and how the local market is evolving Resources & Links Books Mentioned: The Mehdeeka Method by Kayla Medica - A step-by-step guide to establishing product marketing within organisationsListen Like You Mean It by Ximena Vengoechea - About conducting interviews and listening skills for product marketersTalk to Me by Dean Nelson - A journalist's guide to asking better questions Communities & Resources: Generate Summit - Australia and New Zealand's leading B2B marketing communityMehdeeka Newsletter - Kayla's seasonal newsletter on B2B SaaS marketing People Mentioned: Axel Sukianto - Co-founder of GenerateLara Vandersluis - Generate community organiserKaylee Liu Generate community organiser 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: Cultural practices, timing (e.g., Eid in Middle East), and diverse innovation drivers require long-term commitment (6–24 months depending on market).APAC myths debunked: Markets are often more advanced than US/EU in tech adoption, with larger buying groups and 70% of the journey completed digitally before first contact.The “gateway market” trap: Limiting operations to Singapore and Australia misses growth in China, Japan, Korea, India, and Southeast Asia.Content as advantage: Bespoke research and executive interviews drive both client retention and sophisticated demand generation.The 70-30 localisation rule: 70% of marketing scales regionally; 30% needs localisation around culture, channels, and geography.Channel diversification: WeChat dominates China, Naver in Korea, WhatsApp is rising in B2B, while Japan’s B2B sees low social media impact and declining email effectiveness.Marketing as advisory: Shift from traditional roles to driving business growth with analytics, strategy, and client-centric positioning.Future of B2B marketing: AI handles execution; human skills in messaging, buyer understanding, and connection become key — a return to the “art” of marketing. Resources & Links People Mentioned Professor Scott Galloway - Recommended resource for business insights and contentShahin Hoda LinkedIn ProfileAlexander Hipwell LinkedIn Profile Companies & Tools Discussed Thomson Reuters - Victoria's employerBombora - Intent data platform mentioned6Sense - ABM software platformCanva AI - Content creation toolTableau - Data analytics and reporting Events & Programs Synergy - Thomson Reuters' flagship client event series (Australia, Dubai, Singapore, Tokyo) 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 struggles: Why IR's initial attempts at account-based marketing failed over six years, including issues with sales alignment and over-personalisation too earlyThe turning point: How bringing in new sales leadership and rebranding ABM as "Account Based Everything" (ABE) transformed their approach and resultsThe 12-16 week ABM process: A detailed breakdown of IR's structured approach, from pre-warming accounts to SDR activation and sales follow-up sequencesSales and marketing alignment: Practical strategies for getting sales teams fully bought into ABM programs and maintaining consistent executionSDRs under marketing: Why IR moved their SDR function from sales to marketing and the benefits this structure provides for ABM executionMeasuring ABM success: How IR tracks progress without traditional MQL metrics and focuses on account engagement and pipeline generationAI integration: Current experiments with AI to automate and scale ABM activities while maintaining personalisationBranding evolution: IR's journey from "Integrated Research" to "IR" and the market research that guided their brand consolidation strategy Resources & Links People Mentioned: Stuart Matthewman - CMO, IRByron Sharp - Director, Ehrenberg-Bass InstituteProfessor Jenni Romaniuk - Associate Director, Ehrenberg-Bass InstituteMark Ritson - Marketing Professor and Mini MBA FounderKerry Cunningham - 6Sense ABM ExpertKim Scott - Author of "Radical Candor"John Lombardo - B2B Institute (LinkedIn) Companies & Tools: IR (Integrated Research) - Performance monitoring software for critical IT infrastructureEhrenberg-Bass Institute - World's largest centre for marketing research6SenseDemandBase Books & Resources: "How Brands Grow" - Byron Sharp"How Brands Grow Part 2" - Byron Sharp and Jenni Romaniuk"Radical Candor" - Kim Scott"Better Brand Health" - Jenni Romaniuk"Building Distinctive Brand Assets" - Jenni RomaniukWomen in Product Marketing Podcast 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 strategy – Why it's a cross-functional, organisational approach, not just a marketing functionWhy marketers are taking on GTM responsibility – The rise of growth marketers and how stakeholder fatigue leads to siloed decision-makingThe critical question every marketer should ask – "Who do I need to get in a room?" before taking on go-to-market responsibilitiesStrategy vs tactics in the age of AI – How the abundance of marketing tools is creating more tacticians than strategistsSocial selling as part of account-based marketing – Using executive branding and authentic content to demonstrate growth within target accountsStaying relevant in an AI world – Why human strategic thinking remains the competitive differentiator for the next decadeThe importance of cross-functional collaboration – Breaking out of the marketing corner to ask questions and align with other teams Resources & Links Vinnie's article in Mediaweek: Stop selling tactics as strategy: The dangerous misuse of business languageAdam Turinas – Healthcare ABM specialist and founder of Health LaunchpadDr Catherine Ball – Futurist, Associate Professor at Australian National University, and author of "Converge"Vinnie Romano on LinkedIn – Host and executive branding specialistMelinda Stuart on LinkedIn – Guest and Enterprise Marketing Lead at Optus 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 Why Airwallex chose to build their marketing function from APAC rather than traditional hubs like Silicon ValleyThe strategic advantage of hiring talent familiar with fragmentation and global tradeManaging distributed teams across multiple time zones and regions Product Marketing as Foundation Why product marketing is the most under-invested function in marketingJon's goal to grow product marketing to 10% of the marketing organisationThe four-dimensional coverage model: product suites, geography, industry verticals, and competitive intelligence Brand Building in Fintech The trust equation: reliability + credibility + intimacy - self-orientationHow the McLaren F1 partnership addresses all four trust componentsMeasuring brand impact through awareness surveys, pipeline metrics, and employee sentiment AI and Marketing Evolution Practical AI implementations using tools like Writer and ProfoundThe paradigm shift in SEO and content strategyWhy AI advancement might make first-principles marketing even more important 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 destiny - Core marketing capabilities matter more than location when scaling globallyProduct marketing is critical - It's the foundation that makes all other marketing efforts effectiveTrust is multi-dimensional - Especially in fintech, building trust requires a strategic approach across multiple touchpointsHuman connection wins - Even in B2B, you're ultimately marketing to humans, not businessesBold moves differentiate - In a crowded market, calculated risks and creative approaches cut through the noise Rapid Fire Insights Must-read resource: "Nudge" - behavioural economics and decision-makingKey advice: Don't get trapped doing the same playbook everyone else usesWhat excites him most: The transformational potential of B2B marketing beyond marginal gains 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.

In this conversation, Caleb Ralston discusses the intricacies of personal branding and content creation, emphasising the importance of sustainability and authenticity.  He critiques the common advice of niching down, arguing that it can lead to creator burnout and audience fatigue.  Instead, he advocates for a broader approach that allows for personal interests to be integrated into content.  Caleb also shares insights on starting a personal brand, the significance of clarity in branding, and the importance of hiring strategically to address content creation bottlenecks.  He highlights the need for data-driven strategies and the value of case studies in building trust with audiences.  The discussion concludes with rapid-fire questions that encapsulate Caleb's philosophy on personal branding in the age of AI. Takeaways: Niching down can lead to creator burnout.Sustainability in content creation is crucial.Be authentic to avoid losing trust with your audience.Hiring should address specific bottlenecks in content creation.Views are important, but conversions matter more.White papers can be effective if they contain relevant information.Building personal brands within organisations can enhance trust.Picking an ideology as an enemy can be more effective than targeting individuals.Clarity in branding helps guide content strategy.Integrating personal interests into content can keep creators engaged. Caleb is a brand strategist, content producer, and creator mentor who’s worked with names like Gary Vaynerchuk, Leila & 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. Follow Caleb on: YouTube: @calebralstonLinkedIn: Caleb RalstonInstagram: @calebralstonTwitter / X: @calebralston Resources Mentioned: YouTube: How to build a brand - Full courseWorkbook downloadGary Vaynerchuk – Crush ItPatty Galloway Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter

Tired of being seen as sales support? David Heyworth reveals how marketing leaders can break free from the order-taking trap and own the entire go-to-market motion. From building sales discovery teams that report to marketing to creating personalised experiences that win enterprise deals, David shares battle-tested strategies for transforming marketing from a cost centre into a revenue-driving growth engine. Discover how shifting the focus from lead generation to revenue unlocks more strategic impact, strengthens alignment with sales, and drives meaningful growth through account-based selling. Key Takeaways Stop talking leads, start talking revenue - Frame your impact as "$1M in pipeline opportunities" not "100 MQLs generated"Own the sales discovery process - Build SDR teams that report to marketing for full funnel controlBe in the room where it happens - Get marketing into weekly sales meetings as strategic partners, not vendorsAccount-based selling beats ABM - Focus on "us" outcomes, not just marketing campaignsListen with intention - Use "two ears, one mouth" to gather sales intelligence and customer insightsProve your model first - Start with sales champions, show results, then scale across the organisationCustomer intimacy is your B2B superpower - Direct customer engagement beats digital analytics every timeAI is your wingman, not your replacement - Use it to scale content creation and personalisation efforts Memorable Moments The "crickets" story: How poor event execution taught valuable lessons about sales alignmentThe Defence Coin case study: Creating meaningful, personalised experiences that cement relationshipsThe conversion breakthrough: How rapid response transformed lead quality Who Should Listen: Marketing leaders frustrated with being seen as support functions, CMOs looking to drive revenue ownership, and anyone struggling with sales-marketing alignment in complex B2B environments. Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter

Welcome to a special programming note! After taking a short break to refresh and refine our approach, we're excited to announce the relaunch of our podcast with some significant improvements. What's New: Brand clarity - We've simplified our name from "Growth Colony: APAC's B2B Growth Podcast" to "APAC's B2B Growth Podcast." Streamlined format - We've tightened up our introductions and optimised our question structure to create a smoother conversation flow that gets straight to the valuable insights you're here for. Enhanced production - You'll notice updates to our music, overall look and feel, and general production quality. Deeper episodes - We're moving from weekly to fortnightly releases, allowing us to invest more time and effort into each conversation to deliver higher-quality content. What Stays the Same: Our commitment to bringing you actionable B2B growth insights from leading voices across the Asia-Pacific region remains unchanged. Got feedback? We'd love to hear your thoughts on the changes. Drop us a line at podcast@xgrowth.com.au Thanks for being part of our journey - here's to the next chapter of APAC's B2B Growth Podcast!

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! _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. Think you'd be a great guest? Fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth

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. 🎥 Prefer to watch the conversation? We've got a link for you: https://youtu.be/iY1yaAORv-Y From navigating customer complaints to helping a guest land a job (thanks to an emergency hotel tie!), this episode also covers... What fear has to do with campaign strategyHow understanding the customer’s “worst possible outcome” can align marketing and salesWhy stakeholder relationships (even one-on-one) can create powerful ripple effects About Morgan... Morgan is an accomplished marketing manager with a unique background that spans hospitality, office management, and marketing. Early in her career, Morgan developed a deep passion for creating memorable experiences. With a strong talent for building meaningful relationships and effective stakeholder management, she thrived in the hospitality industry, fostering connections that drove both customer satisfaction and positive business outcomes. After taking on an Office Manager role during the 2020 lockdowns, Morgan jumped at an opportunity to assist the marketing team during office closures and quickly discovered a genuine love for marketing. This newfound passion allowed her to work closely with internal sales and delivery teams, as well as partners and customers, leading to a smooth transition into a full-time marketing role.   Today, Morgan is dedicated to creating impactful campaigns that reflect her passion for delivering exceptional experiences. She leverages her background in hospitality to craft campaigns that not only engage customers but also foster positive interactions and support for her internal team, external partners, and customers alike. Resources mentioned in this episode: Boundaries - Henry Cloud & John Townsend _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/ Hosted & Produced by Vinnie Romano, Allysa Maywald & Alexander Hipwell, from xGrowth. 🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth

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. 🎥 Prefer to watch the conversation? We've got a link for you: https://youtu.be/bm3QGZPpfRc From focusing on storytelling, to navigating complex stakeholder networks, and building account-level influence in one of the toughest B2B sectors out there, this episode also covers... Moving from product-led to value-led marketingUnderstanding the importance of Category Entry Points (CEPs)How to identify and speak to customer pain points that actually drive actionUsing content, humour, and empathy to win over mining giants like BHP and Rio TintoAnd, why scoring accounts is critical in long-game industries (not just leads) _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-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 Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth

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 _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-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 Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth

"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. 🎥 Prefer to watch the conversation? We've got a link for you: https://youtu.be/9btCAubJnT0 This episode covers... How Twilio’s APJ team is shaping their global strategyNicholas’ formula: OP + NT = EOPWhat it means to be “AI Ready” Why transparency is just as important in the industry today About Nicholas... 'Customer Experience' is more than marketing fluff; “it's a core business ideology that needs to be at the heart of everything we do professionally”.  Nicholas believes that both 'People' and the 'Promises' we make are at the very heart of a Brand - be that the Brand we work for or our very own Personal Brand. He is passionate about challenging the 'status-quo' and 'management dogma' that stifles the creative thinking process that's paramount to delivering fantastic customer experiences. Nicholas is continually striving to harness his 30+ years of professional experience, which he built across multiple industries and geographies, to develop innovative and viable business strategies for both the enterprise he works for and the great clients he gets to serve as VP of Marketing, APJ, at Twilio. _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-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 Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth

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. 🎥 Prefer to watch the conversation? We've got a link for you: https://youtu.be/FEVkez18g44 This episode also covers... Why small brands struggleWhy "trust" doesn't actually matter for strong brandingHow pricing is the real key to profit (not revenue)The 95-5 ruleWhy salespeople should not create content (and who should)Mark's take on personal branding About Mark... Mark has a PhD in Marketing and spent 25 years working as a marketing professor. He was an Assistant Professor at London Business School and the University of Minnesota, an Associate Professor and then Adjunct Professor at Melbourne Business School, and Visiting Professor at MIT and SMU. He’s also worked as a global brand consultant for clients that include Baxter, Loewe, McKinsey, Subaru, Donna Karan, Westpac, Shiseido, Flight Centre, Johnson & Johnson, De Beers, Sephora, Benefit, Amgen, Ericsson, Penfolds, Jurlique, Cloudy Bay and WD40.  For thirteen years, Mark served as the in-house brand consultant for LVMH - the world's largest luxury group - working in Paris with senior executives from brands like Louis Vuitton, Dom Perignon and Hennessy.  He’s been a columnist for 20 years, writing a weekly column for Marketing Week. On five occasions, he’s been voted Columnist of the Year at the PPA Press Awards, the highest award for magazine journalism in the UK. Mark’s also been the British Society of Magazine Editors Business Columnist of the Year in 2018, 2022 and 2023. More scholarly publications include articles in the Sloan Management Review, Harvard Business Review, the Journal of Advertising and the Journal of Consumer Research.  These days, Mark focuses on his Mini MBA courses at his home base in Tasmania. _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/ Hosted & Produced by Shahin Hoda, Vinnie Romano, Allysa Maywald & Alexander Hipwell, from xGrowth. 🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth

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. 🎥 Prefer to watch the conversation? We've got a link for you: https://youtu.be/9gwL9GMrqKI This episode covers... The biggest risks businesses should be tracking right nowHow predictive AI is helping companies see risk before it happensA real-world example of how an oil company avoided massive lossesWhy tariffs, supply chains & compliance are the next big things you should keep an eye onHow financial services shaped modern risk managementThe practical steps businesses must take now to protect their future About Traci... Traci Mabrey is General Manager of Factiva, a business intelligence platform owned by Dow Jones. She has commercial oversight for the Factiva portfolio and since joining Dow Jones has led the strategic reimagination of the Factiva experience for the next generation of decision-makers. She is also tasked with infusing AI into the entire Dow Jones portfolio, starting with financial products. Traci has deep expertise in financial services technology and wealth management. Previously, she was the head of wealth solutions, global technology and operations for Broadridge Financial Solutions, where she governed a suite of top-tier wealth management and market data solutions. As a recognised thought leader and content contributor, Traci is a frequent speaker at industry events and an author of several articles and white papers. She lives in New York and is active in professional women’s organisations, as well as nonprofits committed to financial coaching and skill-building for the next generation. Resources mentioned in this episode: Letters to a Young PoetSatya NadellaChristina Brady _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-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 Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth

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 _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-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 Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 And for all our other socials visit: https://mtr.bio/xgrowth