Growth Colony: Australia's B2B Growth Podcast xGrowth

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:


What it means to be authenticWhat is purpose-driven marketing?Important metrics and tacticsCreating meaning for customers

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 Musk - Walter IsaacsonMan's Search for Meaning - Viktor FranklWe First - Simon MainwaringBrian SolisLenny's Podcast - Tom ConradLex Fridman

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🎁 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

Find out what's going on in the marketing world right now with Alex, Shahin & Vinnie.


The episode covers the following:


Hubspot acquires B2B data provider, ClearbitThe Optus outageLinkedIn's AI job seeker coach

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

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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

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:


How to use data from customer interviewsUsing an account-centric persona structureHow to stay aligned with brand tone and voiceThe importance of prioritisation & data accuracy

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 Value - Harvard Business ReviewThe Diary of a CEO - Steven BartlettLatane Conant

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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

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.


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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

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:


How Veeam encourages creativityThe importance of experimentationThe Hop on Veeam Bus campaignThe significance of being data-driven

Resources mentioned in this episode:


Hop on Veeam Bus - Veeam campaignThe Power of Vulnerability - Brené Brown

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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

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 Labs - Chris WalkerSales Pipeline Radio - Matt Heinz

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