APAC's B2B Growth Podcast

xGrowth
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On APAC's B2B Growth Podcast, we unpack trends, bust myths, and deliver insights you can put to work today to drive growth in APAC. Hosted by Shahin Hoda & Vinnie Romano Produced by Shahin Hoda & Alexander Hipwell from xGrowth Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter

  1. Become the Most Known and Trusted Brand in Your Market With Marcus Sheridan

    23 THG 10

    Become the Most Known and Trusted Brand in Your Market With Marcus Sheridan

    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

    52 phút
  2. Turning Local Wins into Global Influence with Kitty Zhao

    9 THG 10

    Turning Local Wins into Global Influence with Kitty Zhao

    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

    30 phút
  3. This Is What Product Marketing Actually Is with Kayla Medica

    25 THG 9

    This Is What Product Marketing Actually Is with Kayla Medica

    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

    35 phút
  4. Busting the Myths of APAC Expansion with Victoria Sampson (McCafferty)

    11 THG 9

    Busting the Myths of APAC Expansion with Victoria Sampson (McCafferty)

    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

    1 giờ 2 phút
  5. Cracking the ABM Code: 6 Years of Refinement with Stuart Matthewman

    28 THG 8

    Cracking the ABM Code: 6 Years of Refinement with Stuart Matthewman

    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

    57 phút
  6. Stop Calling Everything Go-to-Market: Why It's Lost All Meaning with Melinda Stuart

    14 THG 8

    Stop Calling Everything Go-to-Market: Why It's Lost All Meaning with Melinda Stuart

    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

    24 phút
  7. Building Global Marketing from APAC: Lessons from Airwallex's Jon Stona

    31 THG 7

    Building Global Marketing from APAC: Lessons from Airwallex's Jon Stona

    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.

    32 phút
  8. How to Build a Personal Brand Without Losing Your Mind with Caleb Ralston

    17 THG 7

    How to Build a Personal Brand Without Losing Your Mind with Caleb Ralston

    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

    47 phút
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On APAC's B2B Growth Podcast, we unpack trends, bust myths, and deliver insights you can put to work today to drive growth in APAC. Hosted by Shahin Hoda & Vinnie Romano Produced by Shahin Hoda & Alexander Hipwell from xGrowth Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter

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  • Nhà sáng tạo
    xGrowth
  • Năm hoạt động
    2020 - 2025
  • Tập
    273
  • Xếp hạng
    Thô tục
  • Bản quyền
    © xGrowth
  • Trang web chương trình
    APAC's B2B Growth Podcast

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