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APAC's B2B Growth Podcast (formerly Growth Colony) is a bi-weekly interview show unpacking trends, busting myths and delivering insights B2B marketing and sales leaders across Asia-Pacific can put to work today. Each episode, host Shahin Hoda sits down with a marketing leader, sales leader, founder or operator who has a real point of view, not a generic take. Guests bring specific stories from inside their own companies: what worked, what failed and what they'd do differently. We cover what's actually driving B2B growth in the region: account-based marketing built for APAC rather than adapted from a US or UK playbook, sales and marketing alignment, and founder and operator commentary from people doing the work, not just talking about it. If you're a B2B marketing or sales leader in Australia, New Zealand, Singapore or anywhere else in Asia-Pacific trying to build pipeline from strategic accounts, this show is for you. Hosted by Shahin Hoda, founder of xGrowth. xGrowth is an account-based marketing and go-to-market agency helping global B2B technology companies improve customer acquisition, build qualified pipeline and win strategic accounts across APAC. The agency works with regional sales and marketing teams to identify priority accounts, develop coordinated campaigns and turn commercial opportunities into measurable growth. With specialist regional expertise and hands-on execution support, xGrowth gives lean marketing teams the strategy and capacity needed to enter new markets, reach enterprise buyers and grow valuable customer relationships. New episodes every two weeks. Subscribe so you don't miss one, and sign up for the xG Weekly newsletter for more insights on B2B growth across APAC.
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Jeff Sauer has spent twenty years teaching marketers how to measure what matters. In this episode, he explains how AI has rewritten his marketing playbook, letting a lean team (often just himself and a stack of AI tools) produce work that used to take a copywriter, web designer, project manager, and paid ads specialist. If you run a small marketing team and want a practical look at what AI can take off your plate today, this conversation is packed with real workflows, real numbers, and honest warnings about what still needs a human eye. Guest Introduction Jeff Sauer is the founder of MeasureU , a measurement training platform for agency owners and consultants, and previously ran an Inc 5000 agency for a decade before selling it. He has trained more than 50,000 marketers across over 100 countries and built a YouTube channel with more than 55,000 subscribers. Key Topics How AI has shifted marketing staffing from "I need these people" to "what staff do I actually need" Jeff's AI stack: Claude Code as his daily driver, plus ChatGPT, Gemini, Veo 3, Seedance, and Copy Coders for specialist tasks Building serversideblueprint.com end to end with AI, which sold $15,000 worth of workshops An automated LinkedIn workflow that drafts, schedules, and replies to comments, generating over 1,000 B2B leads this year Why long-form YouTube content anchors his content engine, feeding blog posts, newsletters, and social clips Building 40+ lead generating landing pages in minutes each with Claude Code, no WordPress plugins needed His anti-AI tuning rules and six-step skill framework for catching AI writing patterns before they go live Why email remains the highest ROI channel, and how voice dictation feeds his AI-assisted writing process Resources & Links Companies & Tools MeasureU , Jeff's training company MeasureU AI Marketing Guide , free guide to this episode's four workflows, plus an AI vs human task grid Claude and Claude Code , Jeff's daily AI driver ChatGPT and Codex, for image generation and code checks Google Gemini , for image generation Google Veo 3 and ByteDance Seedance , for AI video generation Copy Coders , Genesis bots for email, script, and landing page copy Publer , Taplio , Apify , and n8n , earlier tools for LinkedIn scheduling, research, and automation, now folded into Claude MacWhisper , voice dictation for email drafts Z.ai GLM models, used to critique and bug check AI code Authority Hacker , source of Jeff's skill framework Lovable , an early 2025 vibe coding tool WordPress , Gravity Forms , and Go High Level , the old site and lead capture tools Jeff no longer needs Contact & Credits: Host: Shahin Hoda Guest : Jeff Sauer Produced by : Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell & Dave Somido Music by : Breakmaster Cylinder Podcast Co-ordinator: Jonah Igsie APAC's B2B Growth Podcast is Presented by xGrowth
Shaun Thresher built his own AI powered second brain, using Claude Code, to run his marketing and copywriting work end to end. In this episode, Shaun walks through how he moved from bouncing between two separate AI chat windows to a single centralised system that reads his voice, his clients' details and his workflows before it writes a word. He explains why one well briefed agent with multiple skills beats a pile of specialised agents, how he trains AI to score new content against his best performing posts so it stops sounding repetitive, and how he uses AI to dig up prospect lists most competitors never find, including one built from a public FDA compliance database. Whether you're just starting to explore Claude or ChatGPT, or you're ready to build a proper system around your marketing operation, this conversation is full of practical, hard won lessons. Guest Introduction Shaun Thresher is a copywriter turned AI systems builder who spent eight years at Agora Financial, a top US direct-response shop, before becoming CMO of online assets at a publicly-traded company and later CEO of one of its e-commerce brands. He now runs BioRevGrowth, building AI powered "second brain" systems for marketers, and since January 2025 has led marketing and technical operations for a US-based long COVID doctor. Key Topics Moving from copying and pasting between ChatGPT and Claude to a single centralised second brain, built and stored in GitHub The difference between agents, skills and workflows, and why Shaun now favours one well briefed content agent with multiple skills over many separate agents How Shaun sources prospect lists from public databases, including an FDA compliance database, instead of relying solely on paid tools like Clay Building a "digital fingerprint" from a client's best performing content so AI generated posts match their voice and tone Scoring new content against a curated pool of top performing past content to avoid repetitive, generic AI output ("AI slop") Why Claude Code offers more flexibility than a standard chat interface, including API and MCP connections into tools like Google Ads and Meta Ads Common pitfalls: memory systems that quietly stop working, and installing unfamiliar agents without understanding how they operate Advice for marketers starting out: pick one problem to solve, invest in a higher tier AI plan, and find a community for support Resources & Links People Mentioned Ethan Mollick - Wharton professor and AI researcher Nate B. Jones - AI strategist and newsletter writer David Arnoux - runs the GenAI Circle community Shaun is part of Companies & Tools BioRevGrowth - Shaun's growth and revenue consultancy for biotech and nutraceutical companies Clay - data enrichment and outreach platform GitHub Vercel ChatGPT and OpenAI Codex Claude Code / Claude Desktop Google Ads , Meta Ads Firecrawl Zernio -social media scheduling and publishing API Remotion - animation library used for content generation Second Brain 2.0 - the pre-built go-to-market agent system Shaun purchased and plugged into his own setup. Contact & Credits Host: Shahin Hoda Guest : Shaun Thresher Produced by : Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell & Dave Somido Music by : Breakmaster Cylinder Podcast Co-ordinator: Jonah Igsie APAC's B2B Growth Podcast is Presented by xGrowth
AI isn't just changing individual jobs, it's changing the shape of the org chart itself. In this episode, Neal Woolrich, Director in Gartner's Human Resources Advisory practice, joins Shahin to unpack whether the traditional "pyramid" structure is giving way to a "diamond" with fewer entry-level roles, and what that means for the next generation of managers. Neal cuts through the noise around AI-driven layoffs (much of it, he argues, is "AI washing") and shares Gartner's projection that AI becomes a net job creator by 2030. He also walks through real governance models from Lloyd's Bank, ServiceNow and Red Hat, and tackles the thorny question of what happens when AI agents start appearing on the org chart alongside humans. Guest Introduction Neal Woolrich is a Director in Gartner's Human Resources Advisory practice, based in Melbourne, where he advises organisations on culture, employee experience and organisational design. He spent 13 years as a broadcast journalist with the Australian Broadcasting Corporation (ABC) before moving into HR consulting. Key Topics Why the traditional "pyramid" org structure (many entry-level roles, fewer managers, fewer executives) is being challenged by a "diamond" shape with a shrinking entry point The shift from specialist workers to AI-complemented generalists, and what it means for how organisations build skills over time Why Neal believes many AI-attributed layoffs are actually "AI washing," with financial or market pressures the real driver Gartner's projection that AI becomes a net job creator by 2030, and what the next four years of labour market disruption might look like New roles emerging directly from AI adoption, including AI governance and AI ethics functions Three real-world governance models: Lloyd's Bank's "control tower" approach, ServiceNow's AI council with supporting pods, and Red Hat's three-tier framework based on degree of AI impact The emerging practice of placing AI agents on the org chart, and the open questions around ownership and accountability when things go wrong Differences in AI adoption pace between the US, UK and Australia, and why Neal doesn't think Australia's "behind" position is cause for panic How organisations can communicate AI rollouts to reduce the roughly 40% of the workforce that reacts negatively to major change Resources & Links People Mentioned Rick Beato – YouTube music educator and producer Neal cited as someone whose commentary on the shift from big studios to home recording has shaped his thinking about the AI "bubble" debate Companies & Tools Gartner – Research and advisory firm where Neal works; source of the org-structure and net-job-creator research discussed throughout Ramp – Fintech company referenced for its hiring trends report, which found companies adopting AI kept similar junior hiring rates to before AI Lloyd's Bank – UK bank cited for its "control tower" approach to AI governance ServiceNow – HR technology company cited for its two-tier AI council and pod governance model Red Hat – Open-source company cited for its three-tier framework grouping roles by degree of AI impact IBM – Red Hat's parent company, referenced regarding a recent stock drop tied to AI strategy commentary Moderna – Referenced for merging its IT and HR functions in recognition that AI is a human experience as much as a technology one Contact & Credits Host: Shahin Hoda Guest : Neal Woolrich Produced by : Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell & Dave Somido Music by : Breakmaster Cylinder Podcast Co-ordinator: Jonah Igsie APAC's B2B Growth Podcast is presented by xGrowth
What happens when a marketing leader goes all in on AI, not just for himself, but for his entire team? Ronan Bray, Head of Marketing & Growth at Cloud Assess, joins the podcast to unpack exactly that. From a two week Christmas break spent teaching himself to build apps, to rolling out a fully connected go to market platform that pulls live data from HubSpot, Google Search Console, and Notion, Ronan shares the real story of AI adoption inside a B2B marketing team, mess, momentum, and all. This episode is a practical playbook for any marketing leader wondering how to move a team from AI curiosity to AI capability. Ronan gets specific about what worked (starting small with personal projects), what didn't (announcing a team wide AI mandate with almost no context), and where he still won't let AI near the steering wheel, like paid ad spend and image or video creation. Guest Introduction Ronan Bray is Head of Marketing & Growth at Cloud Assess, where he leads a global marketing team driving pipeline with over 85 percent of ARR from inbound. Over 16 years he has scaled B2B marketing for ASX listed companies and his own startups (three reaching acquisition or buyout), building on experience at HubSpot and Drift. Key Topics Ronan's personal path into AI, from everyday ChatGPT use to picking Claude as the team's core tool to avoid spreading focus too thin How a two week Christmas break and a personal "vibe coding" project (a lawn care scheduler built in Lovable) became the spark for wider team adoption The simple three question framework Ronan uses with his team: where's your time going, what's repetitive, and what's the ideal end state Building a go to market hub in Lovable that connects HubSpot, Google Search Console and Firecrawl to surface content gaps and sales insights automatically Why Ronan's team keeps a human in the loop on all content, even though AI can draft it, because audiences and algorithms can both tell when something is fully AI generated The security guardrails Cloud Assess put in place around domain locking and vulnerability scanning when building internally with Lovable Why Ronan won't hand over paid ad spend decisions to AI, even with tools connected to Google Ads What's next for Ronan's team: using AI for image and video generation to communicate fast moving product releases to sales and customers Resources & Links Companies & Tools Cloud Assess : Ronan's company, an AI powered training and assessment platform, referenced throughout as the environment for his AI rollout Lovable : the AI app builder Ronan and his team use to build internal tools, including their go to market hub Claude : the AI assistant Ronan's team standardised on for everyday tasks and custom team projects HubSpot : the CRM feeding deal and pipeline data into the go to market hub Firecrawl : the web scraping tool connected to their platform to analyse blog and competitor content ChatGPT : the tool Ronan first used for personal AI adoption before switching to Claude Notion : used by Cloud Assess's product team to track features, later integrated into the go to market hub Higgsfield : an AI image and video tool Ronan tested via MCP, which he found fell short for a recent website rebuild Contact & Credits Host: Shahin Hoda Guest : Ronan Bray Produced by : Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell & Dave Somido Music by : Breakmaster Cylinder Podcast Co-ordinator: Jonah Igsie APAC's B2B Growth Podcast is Presented by xGrowth
Most B2B marketers treat partners like a sales channel. Jordana Sunderland says that's the core mistake. In this episode, Jordana, Director of Integrated Marketing for the Pacific Zone at Schneider Electric, joins Shahin to unpack what genuine partner marketing looks like and why so many companies get it fundamentally wrong. From her early career marketing pharmaceuticals to her current work navigating the energy transition, Jordana draws on cross-industry experience to reveal how insights, enablement, and real partnership beat price conversations every time. If your go-to-market relies on a channel or distribution network, this episode is essential listening. Guest Introduction Jordana Sunderland is Director of Integrated Marketing, Pacific Zone at Schneider Electric, a global leader in energy technology. With over two decades of B2B marketing experience across the pharmaceutical and energy sectors, Jordana has built a reputation for turning partner relationships into genuine growth engines through enablement, insight, and advisory-led sales. Key Topics Why leadership and sales teams default to price conversations with partners, and why that framing is detrimental to long-term growth How to win share of mind over share of shelf by understanding what partners are actually trying to achieve in their business The role of partner enablement, including loyalty programs, training, and data-driven insights, in driving preference for your product over competitors A real-world example from community pharmacy: how Jordana's team became indispensable to partners by providing expert analysis on government pricing changes that directly affected their revenue How to balance end-user demand generation against partner-led selling, and why Jordana recommends a 70/30 partner-to-end-user investment split as a starting point The attitudinal segmentation approach to partner acquisition: why firmographic size is a poor proxy for partner quality and how to identify partners who share your values Co-marketing reality check: why logo placement and random promotions deliver nothing, and what genuine co-marketing amplification looks like MDF fund management: how to maintain brand alignment when marketing development funds are in play, and why sales and marketing must be tightly connected Resources & Links Companies & Tools Schneider Electric -Jordana's current employer; a global energy technology company Viatris -the generics pharmaceuticals company (formerly Mylan) where Jordana held a marketing role prior to Schneider Electric Books & Resources The Challenger Sale by Matthew Dixon and Brent Adamson - recommended by Jordana as a foundational read that shaped her marketing approach Contact & Credits Host: Shahin Hoda Guest : Jordana Sunderland Produced by : Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell & Dave Somido Music by : Breakmaster Cylinder Podcast Co-ordinator: Jonah Igsie APAC's B2B Growth Podcast is Presented by xGrowth
The CMO role has never been harder. Trust from leadership sits at around 30%, average tenure has dropped to 16–18 months, and budgets keep getting cut while pressure mounts to "bolt on AI" without any strategy in place. But is this a people problem, or a playbook problem? Andrei Zinkevich, co-founder of Fullfunnel.io, argues it is firmly the latter. In this episode, he and host Shahin Hoda tear apart the demand waterfall model that has been quietly undermining B2B marketing functions for years, and map out a practical path to cross-functional go-to-market that actually drives revenue. Andrei also shares his change management playbook, his approach to building CFO buy-in, and why deploying AI into a broken process just accelerates the wrong outcomes. Guest Introduction Andrei Zinkevich is co-founder of Fullfunnel.io , a B2B marketing consultancy helping tech and service companies with high-value deals and long sales cycles build full-funnel, account-based go-to-market programs. He is co-author of the book Full-Funnel B2B Marketing alongside co-founder Vladimir Blagojevic, a systematic guide to fixing broken GTM playbooks and building an enterprise pipeline without organisational revolution. Key Topics Why CMO trust and tenure are falling: the broken demand waterfall model, not individual performance, is the root cause, and why MQLs are no longer moving the needle with leadership The case for cross-functional go-to-market: why siloed marketing, sales, and customer success KPIs make revenue growth structurally impossible for companies with long sales cycles Flipping the measurement funnel: using revenue and sales-qualified opportunities from strategic accounts as North Star metrics, then decomposing to account engagement thresholds rather than arbitrary scoring models Driving organisational change without triggering a revolution: the two-stage approach of problem buy-in first and solution buy-in second, including how to collect evidence, find internal change agents, and connect the dots to strategic initiatives The "CFO quiz" playbook: reviewing closed-won deals across all touch points to reframe the attribution conversation with leadership and shift toward revenue-responsible marketing metrics Making existing programs account-based as the entry point for change: showing marketing's impact on strategic accounts and pipeline without needing new technology or budget AI in B2B go-to-market: why AI accelerates whatever processes already exist (good or broken), the dangers of "doing more with less" without a strategy, and the POS framework (Pilot, Operationalisation, Scaling) for responsible implementation Resources & Links Vladimir Blagojevic -Co-founder, Fullfunnel.io and co-author of Full-Funnel B2B Marketing Full-Funnel B2B Marketing by Andrei Zinkevich and Vladimir Blagojevic — also available on Amazon Contact & Credits Host: Shahin Hoda Guest : Andrei Zinkevich Produced by : Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell and Dave Somido Music by : Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
What happens to all those leads marketing works so hard to generate? More often than not, they go cold. According to Nishi Seth, Industry & Solutions Marketing Lead for Google Cloud APAC, this isn't a niche problem. It's one of the most persistent challenges across B2B, regardless of company size or sophistication. In this episode, Shahin sits down with Nishi to unpack the real reasons leads stall between marketing and sales, from qualification gaps to missing context, and what it actually takes to fix them. Nishi shares battle-tested lessons from scaling Google Cloud's marketing-to-sales motion across APAC, including how AI is transforming BDR productivity right now. Guest Introduction Nishi Seth is the Industry & Solutions Marketing Lead for Google Cloud APAC at Google, with over 20 years of experience across cloud technology, financial services, and travel. She has held senior marketing roles at American Express and British Airways, and is a recognised B2B marketing leader across the Asia-Pacific region. Key Topics Why leads go cold: the two root causes (qualification gaps and context gaps) and why even the most sophisticated B2B organisations struggle with them The three pillars of an optimised marketing-to-sales handover: lead quality, context, and a continuous review and feedback loop Why BDRs are the critical bridge between marketing and sales, and how to assess whether your BDR function is actually working How MQL definitions should evolve over time: Google Cloud's journey from basic demographic scoring to 48+ real-time intent signals, including account-level qualification What providing context to BDRs really means: enablement calls, campaign-specific opening scripts, and cadences tailored to how each lead engaged The key metrics that reveal handover health: SAL acceptance rates, SAL-to-SQL conversion, number of outreach touches, and lead velocity How AI is changing BDR productivity: using automation for low-intent lead follow-up, real-time AI assistants during live sales calls, and AI-powered account research at scale Nishi's rapid-fire take: "strong opinions, loosely held," using AI to boost your own marketing productivity, and why simplifying complexity in B2B is what excites her most Resources & Links Google Cloud — Nishi's base for all real-world examples discussed, from MQL definition evolution to AI-powered BDR tooling Google Gemini — Nishi's go-to research tool in place of following influencers; she also used it to prepare for this episode Contact & Credits Host: Shahin Hoda Guest : Nishi Seth Produced by : Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by : Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
Too many B2B marketing teams are still talking leads when they should be talking revenue. In this episode, Shahin sits down with David Heyworth, GTM advisor and former Head of Marketing at Vocus, to unpack what it really takes to drive commercial outcomes in the second half of 2025. From ditching MQL vanity metrics to building genuine alignment with sales, finance, and product, David brings hard-won lessons from complex B2B environments in Australia. This is a conversation packed with practical frameworks and honest war stories, including one of the most creative ABM activations you'll hear about: a commissioned coin ceremony at the Australian War Memorial, hosted by former Governor-General Sir Peter Cosgrove, that cemented a 20-year defence sector partnership without a single sales pitch. Guest Introduction David Heyworth is a GTM advisor and CMO with deep experience leading marketing in complex B2B environments across Australia, including his tenure as Head of Marketing at Vocus, one of Australia's leading fibre and network solutions providers. He specialises in go-to-market strategy, sales and marketing alignment, and account-based selling for enterprise and government markets. Key Topics Why agility, balance, and growth are the non-negotiables for B2B marketing teams in the second half of 2025 Shifting the conversation from lead generation to revenue opportunities and why talking in dollars gets marketing a seat at the table How marketing can own the full GTM motion: building interlocks with sales, finance, and product leadership rather than operating in isolation The case for an inside sales or sales discovery rep function that sits within marketing and how to prove the model before committing headcount Why ABM works better when reframed as account-based selling (ABS) and how to sequence one-to-many, one-to-few, and one-to-one engagement Battle-tested lessons from event marketing gone wrong and how champions and pre-agreed outreach schedules turned it around A standout defence sector ABM case study: creating a custom commemorative coin and hosting a ceremony at the Australian War Memorial to honour a 20-year partnership Go-to-market fundamentals that get skipped: market definition, value proposition, messaging frameworks by segment and buyer persona, and why these must come before the marketing plan Resources & Links People Peter Cosgrove -former Chief of the Defence Force and 26th Governor-General of Australia Seth Godin - Author and marketing thought leader; David recommends his book Purple Cow on differentiation. Companies & Tools Vocus -Australian telco where David served as CMO. Akimbo -Seth Godin's Podcast Books Purple Cow by Seth Godin Contact & Credits Host: Shahin Hoda Guest : David Heyworth Produced by : Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by : Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
What does it actually look like to roll out AI at enterprise scale inside one of the world's most recognisable technology companies? Craig Mills, APAC Head of Demand Generation and AI Marketing Transformation Lead at IBM, shares the real story: the internal lockdowns, the false starts, the springtime of ideas that fizzled, and the hard-won clarity that followed. Craig walks through IBM's shift from experimentation to intentional, use-case-driven execution in 2026, with a focus on email marketing as an underrated strategic weapon. He also shares a simple three-part navigation framework any B2B marketer can apply, regardless of the size of their organisation. Guest Introduction Craig Mills is the APAC Head of Demand Generation and AI Marketing Transformation Lead at IBM. With over two decades at IBM, Craig has led marketing transformation across Asia Pacific, focusing on data-driven demand generation and the practical adoption of AI across complex, multi-market enterprise environments. Key Topics IBM's AI adoption arc: from pre-GPT predictive analytics through the GPT moment, internal lockdowns on AI use, the launch of IBM watsonx in 2023, and the shift to focused execution in 2026 The "client zero" experience: how IBM employees lived the AI transformation firsthand through changes to HR systems, well before the broader market caught up Why email marketing is Craig's number one AI use case and how IBM is moving from successful pilots to systematic, micro-targeted execution at scale Micro-segmentation at enterprise scale: how AI enables hyper-personalised outreach to audience pockets that were previously too small to justify the investment The people-process-tools interconnectivity challenge: why enterprise AI is so difficult and why most organisations are still struggling to get it right Craig's three navigation points for B2B marketers: get closer to customers and partners, get closer to your product, and go faster Building maximum mental flexibility: why clarity of mission is the prerequisite for individual speed and creative agility in an AI-driven environment The IBM Enterprise 2030 finding: 79% of executives expect AI to drive significant revenue by 2030, yet only 24% know where it will come from Resources and Links Tools IBM Enterprise 2030 Report -Craig's North Star on AI strategy: 79% of executives expect AI to drive significant revenue by 2030, but only 24% know where it will come from. This Week in Startups -Podcast by Jason Calacanis. Craig recommends it for building a startup mindset inside large organisations. IBM watsonx -IBM's enterprise AI platform, launched May 2023, central to IBM's AI transformation story. Microsoft Copilot -AI productivity tool Craig uses to move faster through emails and meetings. Claude -Anthropic's AI assistant, used by Craig for external customer research. People Mentioned Jason Calacanis -Entrepreneur and host of This Week in Startups. Craig spent a year listening to build a startup mindset within IBM. Ray Dalio -Founder of Bridgewater Associates. Craig follows him for his geopolitical frameworks and historical perspective on the forces shaping the world. Companies IBM -Global enterprise technology and consulting company. Also mentioned Diablo - The classic video game. Apparently the only thing more addictive than playing with AI tools at midnight. Contact & Credits Host: Shahin Hoda Guest : Craig Mills Produced by : Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by : Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
AI has made marketing easier to produce - but harder to win. That's the sharp framing Cameron Partridge, Chief Growth Officer at Humanforce, brings to this conversation. Drawing on nearly a decade in the US, including a front-row seat to the AI boom at Invisible Technologies, working directly with OpenAI, Meta, Google, and Microsoft on AI training, Cameron delivers one of the most grounded takes on where marketing is heading. From the collapse of specialist roles to why marketing must own revenue, this is the episode to send to every marketing leader sitting on the fence about what AI means for their team and career. Guest Introduction Cameron Partridge is Chief Growth Officer at Humanforce , an AI-driven human capital management platform serving frontline workforces globally. He spent nearly a decade in the US, most recently as CMO of Invisible Technologies, one of North America's fastest-growing AI companies, where he helped grow revenue from $25-30M to close to $200M run rate while working directly with the world's leading AI model providers. He previously held senior leadership roles at BBDO and Macquarie Group, and began his career at Medibank, Telstra, and GE Capital in Australia. Key Topics Why AI has lowered the floor of marketing quality and what "AI slop" means for how you actually win in a crowded content landscape How the marketing function is collapsing from siloed specialists into generalists - and why that's both an opportunity and a threat Why Cameron no longer hires for deep channel expertise, and what he looks for instead: cultural fit, outcomes focus, and "neural plasticity" Why marketing must stop reporting on activity and move toward shared revenue ownership with sales - and the rise of the Chief Growth Officer title The go-to-market engineer role: what it is, why it's a critical hire, and why these people are rare in Australia Why AI boosts individual productivity but not organisational productivity, and how systems thinking closes the gap Cameron's AI toolkit: Claude for deep work, ChatGPT for quick questions, Claude Code for vibe coding - and why courses are the wrong way to learn AI The job outlook for marketers: why middle managers face the most risk and why now is the time to act Resources & Links Tools Claude - Cameron's go-to for deep work and complex tasks Claude Code - Used by Cameron for vibe coding projects ChatGPT - Cameron's "new Google" for quick questions Manus - Meta owned AI agent platform Cameron is experimenting with NotebookLM - Recommended for knowledge work SEMrush - Part of Cameron's cross-platform insights dashboard X (formerly Twitter) - Recommended for following AI researchers Substack - Recommended for action-oriented AI insights People Mentioned Allie K. Miller - Top LinkedIn voice on AI; also on Instagram Companies OpenAI - Worked with directly at Invisible Technologies; recommended for following researchers Anthropic - Makers of Claude; referenced as a foundational model provider worth following Google - Referenced in Cameron's analytics dashboard and as a major AI model provider Invisible Technologies - Cameron's former employer; recommended as a source for enterprise AI developments Contact & Credits Host: Shahin Hoda Guest : Cameron Partridge Produced by : Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by : Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
See the results: https://xgrowth.com.au/reports/abm-pulse/ ABM is evolving fast in APAC, and xGrowth has the data to prove it. In this episode, Shahin Hoda and Alexander Hipwell unpack the findings from xGrowth's latest ABM Pulse benchmark , based on responses from 93 B2B marketers actively running ABM programs across the region. From a dramatic shift away from one-to-few programs to AI quietly expanding the scale of what a single budget can cover, this episode cuts through the noise and tells you exactly what is actually happening with ABM in 2025. If you are making investment decisions or defending the ABM line item to your CFO, this one is for you. Key Topics Why one-to-few ABM dropped from 72% adoption in 2024 to around 38% in 2025, and what that signals about market maturity in APAC How strategic (one-to-one) ABM has held steady at around 50% as organisations focus on protecting and expanding existing customer relationships The AI effect on program scale: why nearly a third of respondents are now running programs targeting 100 or more accounts on the same budgets they used for far fewer ABM investment sentiment in 2025: 57% of respondents are holding or growing their ABM budgets, with only 5.2% cutting Why inbound is under pressure from zero-click search and LLM-driven traffic drops, and how this is pushing more organisations toward ABM as a primary pipeline channel Budget planning paralysis: why a significant portion of APAC marketing leaders still had not confirmed their 2026 budgets well into Q1, and what that says about market uncertainty How to use benchmark data like this as social proof when making the case for ABM investment to a CFO or board Resources & Links xGrowth ABM Pulse Report - download the full benchmark findings xGrowth - APAC's B2B growth agency Shahin Hoda on LinkedIn Alexander Hipwell on LinkedIn Contact & Credits Hosts: Shahin Hoda and Alexander Hipwell Produced by : Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by : Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
Running a global marketing function from APAC sounds like a logistical headache. For Jon Stona, VP of Global Marketing at Airwallex, it's a deliberate competitive advantage. In this episode, Jon unpacks how one of the world's fastest-growing fintechs has architected a marketing org that's globally consistent yet locally authentic - spanning Singapore, San Francisco, London, and regional hubs across Asia, Europe, and Australia. From making the case for product marketing before performance spend, to using an F1 sponsorship to systematically close a trust gap against legacy financial institutions, Jon brings rare clarity to the strategic decisions that most B2B marketing leaders only talk about in theory. If you want to think bigger about brand, team design, and what marketing can actually own in a scaling business, this episode is worth your time. Guest Introduction Jon Stona is VP of Global Marketing at Airwallex, the Australian-founded global payments and financial platform supporting over 150,000 businesses worldwide. Before joining Airwallex, Jon held senior marketing roles at Stripe, Google, and Nike - giving him deep experience scaling marketing across global technology platforms and challenger brands at every stage of growth. Key Topics Why Airwallex built its global marketing org out of APAC, and why the APAC talent pool - wired for fragmentation and global trade from day one - is a genuine strategic asset How the team is structured across Singapore, San Francisco, London, and regional markets, and why a flat, matrix model is essential when you're this geographically dispersed The case for investing in product marketing before growth marketing - and why getting your positioning, segmentation, and value prop right is the "root" everything else depends on The four truths Jon applies to any market expansion: brand truth, product truth, market truth, and user truth - and how product marketing is the function that calibrates where the variation sits How Airwallex uses its McLaren F1 partnership to build trust at scale, structured around the reliability-credibility-intimacy-low self-orientation framework - and how they actually measure the pipeline and employee sentiment impact Where AI is genuinely delivering efficiency gains in marketing (Writer, Jasper, Profound) and the paradox this creates: as AI levels the playing field on distribution, the non-technical facets of marketing - storytelling, positioning, insight - matter more than ever Jon's advice for B2B marketers who want to take bolder moves: return to first principles, and remember you're marketing to humans who happen to make business decisions Resources & Links Books Nudge by Richard Thaler and Cass Sunstein Predictably Irrational by Dan Ariely AI Tools Writer - AI content platform for brand voice consistency and marketing workflow efficiency Jasper - AI platform for end-to-end marketing content creation Profound - Tool for tracking how your brand appears across LLM platforms Blogs & Publications HubSpot Blog People Mentioned Reko Rennie - Internationally acclaimed Kamilaroi artist who collaborated with Airwallex and McLaren on the 'Shifted Perspectives' campaign at the 2025 Australian Grand Prix Dan Ariely - Behavioural economist and author Companies & Platforms Airwallex McLaren Racing Contact & Credits Host: Shahin Hoda Guest : Jon Stona Produced by : Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by : Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
Events are one of the highest-effort, highest-impact levers in B2B marketing, but most teams run them on autopilot. In this episode, Shahin sits down with Jannat Dawra, Head of Marketing APAC at Dotdigital, to break down her commercial, revenue-first approach to field marketing and events. Jannat runs 80 to 100 events a year and brings a rare blend of creative instinct and commercial rigour to the craft. From deciding which event type to run, to managing a thin attendance list two weeks out, this episode is packed with practical frameworks for senior B2B marketers. Guest Introduction Jannat Dawra is Head of Marketing APAC at Dotdigital , a leading customer experience and data platform. Based in Sydney, Jannat leads brand and demand generation across the region and has previously held senior marketing roles at Insider and LinkedIn. Key Topics The three event buckets: sponsored industry conferences (brand and first-touch), strategic partner events (deepening executive relationships), and owned events (roundtables, community events, summits). A commercial approach to event prioritisation: reverse-engineering every event from revenue and pipeline goals. Does it add value to the ICP, accelerate existing pipeline, or strengthen retention and expansion? The opportunity cost framework: why a $10K event is never just $10K, and how to factor in team time and effort before committing. Planning across the funnel: quarterly check-ins with sales, CS, and partnerships to flex the event mix based on where pressure sits in the business. The individual event checklist: clear objective and KPI, stakeholder buy-in, a one-sentence audience definition, speakers matched to the audience profile, and a project plan with contingencies. Post-COVID attendee expectations: smaller rooms, curated guest lists, clearer themes, no buzzwords, and ROI scrutiny over vanity metrics. The 70/30 prospect-to-client split: why each audience needs different event design, and what happens when you blur the two objectives. The post-event playbook: individual follow-up, nurture automations, and treating events as one touchpoint in an 8 to 12-step buying journey. Resources and Links People Mentioned Simon Sinek , speaker and author referenced by Jannat Companies and Platforms Dotdigital , Jannat's company, cross-channel marketing automation platform Books and Podcasts Atomic Habits by James Clear The Diary of a CEO , podcast hosted by Steven Bartlett Contact & Credits Host: Shahin Hoda Guest : Jannat Dawra Produced by : Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by : Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
Getting your buyer's attention has never been harder. In this episode, Shahin sits down with Scott Albro , serial entrepreneur and GTM advisor to early-stage AI founders, to unpack what modern go-to-market actually looks like. Scott reframes the most common answer to "what's changed?" by showing how AI isn't just a trend; it's an accelerant for the three forces already making buyer attention scarce. From founder brand to manufactured moments, tight customer feedback loops to strategic narrative, Scott shares the GTM pillars he works through with his founder clients. He breaks down why the new breed of AI startups is out-marketing incumbents, what Lovable's live-streamed design competition can teach any B2B team, and why ServiceTitan's origin story is the best strategic narrative he's ever heard. Guest Introduction Scott Albro is a serial entrepreneur and go-to-market strategist who co-founded TOPO, a sales and marketing research and advisory firm acquired by Gartner, and advises early-stage AI founders on building their first go-to-market functions, drawing on 30 years of experience studying the GTM practices of the world’s fastest-growing companies. Key Topics Why attention scarcity is the defining GTM challenge today, and how AI makes it worse across three fronts: information overload, professional busyness, and competitive noise What incumbent vendors like Salesforce and Workday need to do to defend their position as AI-native startups grow more innovative in both product and go-to-market Founder brand as a strategic GTM asset: why it goes far beyond LinkedIn posts, and how Nick Mehta made Gainsight synonymous with the customer success movement Growth experiments and the "Mr. Beast for SaaS" mindset: how Lovable drove 40,000 live viewers and 3 million replays with a zero-budget design competition Building tight customer feedback loops: why the company that iterates fastest wins, and how AI is finally making weekly feedback cycles achievable Manufacturing moments: how Mark Benioff staged a fake protest at Siebel's user conference to launch the no-software movement and put Salesforce on the map Strategic narrative done right: why ServiceTitan's "the trades stand frozen in time" story is the best B2B narrative Scott has ever encountered The danger of performative nihilism: why shock-value launches like Cluely's generate page views but destroy brand equity Resources & Links People Mentioned Nick Mehta , former CEO of Gainsight Marc Benioff , Chair, CEO and Co-Founder of Salesforce Companies & Tools TOPO / Gartner Gainsight ServiceTitan Lovable Evidenza - a synthetic customer research platform Salesforce G2 Contact & Credits Host: Shahin Hoda Guest : Scott Albro Produced by : Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by : Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
What does it take to build a brand from nothing in nine weeks, with no assets, no brand book, and a board breathing down your neck? Penny Elmslie did exactly that as the first Marketing Director Xero hired outside of New Zealand, turning a company most Australians confused with a certain photocopier brand into one of the world's most recognised accounting software businesses. Penny shares the story behind Xero's early Australian growth: the scrappy "Hello, Xero with an X" campaign, guerrilla activations like Cloudstreet, the partner strategy that turned accountants into an army, and the event machine that scaled from 30 people in a winery to thousands globally. She also opens up about joining Affinda as CMO and why AI document processing today mirrors where the cloud was a decade ago. Guest Introduction Penny Elmslie is a CMO, Board Director, and marketing coach who spent over a decade at Xero, rising from Australia's first Marketing Director to Global Director of Brand and Community. She is currently CMO at Affinda , a Melbourne-based AI document processing company named one of Australia's fastest-growing tech companies by Deloitte. Key Topics Building Xero's brand in nine weeks: Launching a full campaign with no brand book, no assets, and a tiny budget, and why the insight was simply making people spell the name correctly. The accountant-as-channel strategy: How Xero built its go-to-market around accountants and bookkeepers, turning that partner network into the most efficient channel to market. From "Hello" to XeroCon: How brand experience evolved from small intro sessions to national roadshows and a flagship conference now running worldwide. Cloudstreet and guerrilla marketing: The pop-up activation that scaled from a city storefront into a shipping container touring Sydney, Melbourne, and Brisbane. B2C thinking in a B2B world: Why Penny approaches every B2B campaign as human-to-human, and how that philosophy shaped her work at Xero. Joining Affinda: What drew her to an AI-first scale-up and the brand-building opportunity still ahead. Reactive vs. responsive: Why responding to market opportunity beats forcing a proactive plan early in a CMO role. Content quality in an AI-flooded world: Why human expertise must stay on the levers, and why brands that commit to their ICP and tone will win. Resources & Links People Chris Ridd - Former MD, Xero Australia (2011–2016) Rod Drury - Co-founder, Xero Companies & Tools Affinda - AI document processing platform; Penny's current company Affinda Group - Parent company of Affinda, Draftable, Pathfindr, and Vesparum Draftable - Document comparison software for legal teams Xero - Cloud-based accounting software for small businesses MYOB - Accounting software competitor Leo Burnett Australia - Creative agency Penny briefed on day one at Xero Sputnik Agency - Melbourne agency Penny partnered with to launch Xero's first Australian campaign Contact & Credits Host: Shahin Hoda Guest : Penny Elmslie Produced by : Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by : Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
While everyone panics about ChatGPT stealing traffic and AI replacing jobs, the data tells a different story. For every search on ChatGPT, there are 373 searches on Google. AI's disruption is far less dramatic than media hype suggests. Rand Fishkin challenges this prevailing wisdom about AI's impact on B2B marketing. In this conversation, Rand and Shahin explore why consensus views are usually wrong, how to build marketing strategies around actual audience behaviour, and what Rand learnt from building Moz versus SparkToro. From audience intelligence research to radical transparency about the venture capital trap, Rand delivers insights that help B2B marketers make smarter decisions. Guest Introduction Rand Fishkin is the co-founder and CEO of SparkToro, an audience research software company, and Snackbar Studio, an indie game development studio. Previously, he founded Moz, where he grew the company from debt to $50M+ in revenue over 17 years. He's the author of Lost and Founder: A Painfully Honest Field Guide to the Startup World and is known for his radical transparency about startup life and his contrarian takes on marketing trends. Key Topics AI's real impact on search : Data shows ChatGPT handles one search for every 373 on Google, and AI hasn't caused predicted job displacement (US unemployment remains historically low). Audience-specific research : Rather than following industry trends, marketers should investigate where their audience spends time using tools like SparkToro to discover relevant channels and influencers. Channel strategy and execution : Effective B2B marketing requires both overarching positioning strategy plus channel-specific tactical approaches for LinkedIn, email, and content platforms. Learning from hype cycles : From mobile apps to crypto, media creates fear-based narratives around technology that rarely match reality, and marketers who chase every trend waste resources. Building companies differently : Rand compares growing Moz with VC funding to building SparkToro through alternative funding, highlighting how serving investors rather than customers creates misaligned incentives. Resources & Links People: Amanda Natividad - VP of Marketing at SparkToro, referenced for her philosophy on social media algorithms and authentic engagement Companies & Tools: SparkToro - Audience research software Moz - SEO software platform Snackbar Studio - Indie game development studio ChatGPT - Large language model by OpenAI DuckDuckGo - Privacy-focused search engine Books & Resources: Lost and Founder: A Painfully Honest Field Guide to the Startup World by Rand Fishkin SparkToro Funding Documents - Open-sourced funding model and incorporation docs Snackbar Studio Funding Documents - Open-sourced funding model for indie game studio Contact & Credits Host: Shahin Hoda Guest : Rand Fishkin 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, Udi Ledergor, Chief Evangelist at Gong and author of Courageous Marketing , explains why bold creativity is essential for startups competing in crowded B2B markets. Udi shares the principle behind Gong’s rise from zero to hundreds of millions in revenue: “different is better than better.” From fuchsia branding and a bulldog mascot to running Super Bowl ads as a startup, he shows how courageous marketing helps companies punch above their weight. The episode also explores practical ways to create standout content, foster experimentation, and turn customers into passionate fans, even on a limited budget. Guest Introduction Udi Ledergor is Chief Evangelist at Gong and author of the bestselling book Courageous Marketing . He served as Gong's first CMO, helping grow the company from zero to hundreds of millions in revenue whilst achieving a multi-billion-dollar valuation. Over his 20-year career, Udi has led marketing teams at successful companies, advised startups, served as a board member and angel investor, and mentored hundreds of marketers. Key Topics Different is better than better : Why startups should stop trying to incrementally beat competitors at their own game and instead do something completely different to get noticed Punching above your weight : How small startups can use guerrilla marketing tactics like out-of-home advertising to appear much bigger than they are when selling to enterprises Creating raving fans as a company-wide operating principle : Why marketing can't own brand alone, and how every employee at Gong works to create raving fan experiences for customers, candidates, and partners Building a culture of experimentation : The importance of fostering an environment where teams can take calculated risks, fail safely, and learn from both successes and flops Gong Labs content marketing : How Gong created original, data-driven content by analysing millions of sales calls to position themselves as the most informed voice in sales effectiveness Category creation strategy : When it makes sense to create a new category (and when it doesn't), illustrated through the De Beers diamond engagement ring marketing campaign Bold visual identity choices : The decision to use fuchsia pink and purple with a bulldog mascot in 2018 when all B2B competitors were using corporate blue Startup advertising on a shoestring budget : Creative approaches to billboard advertising, Super Bowl commercials, and other typically expensive channels that small companies can leverage Resources & Links People Mentioned: Chris Orlob - First content hire at Gong who created most early Gong content independently. Devin Reed - Former Gong sales rep who transitioned into leading Gong’s content marketing. Kyle Lacy - CMO referenced for using AI to eliminate obvious ideas and push creative thinking. Michael Lewis - Author and podcast host whose show drove inbound interest for Gong. Francis Gerety - Copywriter behind the “A Diamond Is Forever” campaign, cited as a category creation example. Companies & Platforms Mentioned Gong - Revenue intelligence platform Gong Labs - Data research and insights De Beers - Diamond company referenced for category creation example Books & Resources Courageous Marketing - a practical playbook for B2B marketers to drive impact and accelerate career success. Contact & Credits Host: Shahin Hoda Guest : Udi Ledergor Produced by : Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by : Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
What if a $28 Facebook ad could generate $20 million? Stu Heinecke , the father of contact marketing, reveals how micro-focused campaigns connect you with virtually anyone. Stu shares stories of a sales rep who used a live pigeon to reach a famous CEO, a startup that landed Walmart with one targeted ad, and how Kris Kristofferson landed a helicopter on Johnny Cash's lawn to deliver a demo tape. Guest Introduction Stu Heinecke is a bestselling author, Hall of Fame-nominated marketer, and Wall Street Journal cartoonist who helps B2B sellers acquire million-dollar accounts. His campaigns have produced response rates as high as 300% and ROI in the millions of percent. Key Topics Contact marketing defined: Targeted campaigns (as few as one person) marked by creativity, audacity, and relevance Pigeon campaign that closed a $250,000 deal with a famous tech CEO Orabrush's $28 Facebook ad that landed a 735,000-unit Walmart order Deep personalisation through profile research and relevant gifts Why compelling campaigns exceed 100% response rates through viral sharing Getting started by reading foundational books and researching prospects Resources & Links People Mentioned Dan Waldschmidt - Turnaround specialist who sends swords, achieving 100% response rates Kris Kristofferson - Singer-songwriter who landed helicopter on Cash's lawn for demo delivery Johnny Cash - Country legend who received Kristofferson's helicopter delivery June Carter - Cash's wife who received Kristofferson's demo tapes Leonardo da Vinci - Renaissance artist who used creative approaches with the Count of Milan Books How to Get a Meeting with Anyone - Foundational contact marketing book, top 65 sales books of all time Get the Meeting! - Follow-up with 60+ illustrated case studies Companies & Organizations Orabrush - Tongue cleaner startup, $28 Facebook ad to Walmart Walmart - Retail giant targeted by Orabrush's Bentonville ads American Marketing Association - Named Stu "father of contact marketing" 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 : Stu Heinecke Produced by : Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by : Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
Caleb Ralston challenges one of the most sacred rules in personal branding: niching down. While it's technically the fastest path to growth, it's also a fast track to burnout and quitting altogether. In this conversation with Shahin Hoda, Caleb shares hard-won insights from working with some of the biggest names in business (Gary Vaynerchuk, Alex and Leila Hormozi) and reveals the sustainable approach to building a personal brand that doesn't make you hate what you've created. From why you should inject your personality into everything you make, to how organisations can build loyalty by empowering team members to develop their own brands, this episode is packed with contrarian wisdom for anyone building content for the long term. Guest Introduction Caleb Ralston is a brand strategist, content producer, and creator mentor who has worked with Gary Vaynerchuk, Leila and 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 through his company Ralston . Key Topics Why niching down is overrated : The conventional wisdom on niching down works in theory but leads to creator burnout and audience fatigue in practice. Caleb explains why sustainability matters more than short-term growth hacks. The sustainability framework for content creation : Building a personal brand is like fitness: you get returns by doing it forever, not by sprinting for a year and quitting. Learn how to create systems that allow you to keep showing up. Lessons from working with Gary V and the Hormozis : What most people assume about these mega-brands is completely wrong. Caleb shares the behind-the-scenes reality of how these creators actually build their influence. Injecting personality without losing focus : How to integrate your interests and quirks into your content without confusing your audience or diluting your message. Building personal brands within organisations : The Barstool Sports approach to content: why Dave Portnoy isn't in all the content, and how this creates a more scalable, sustainable media company. How this strategy applies to B2B companies. Strategic hiring for content bottlenecks : Why your first hire shouldn't be another you, and how to identify the specific constraint that's actually holding back your content production. Being 100% yourself in the age of AI : As everyone starts sounding the same on LinkedIn with ChatGPT-generated posts, authenticity becomes your competitive advantage. Caleb's advice: lean into your insecurities and the things you're terrified to share. Resources & Links People Mentioned: Gary Vaynerchuk - Entrepreneur and Chairman of VaynerX Alex Hormozi - Co-founder and Managing Partner at Acquisition.com Leila Hormozi - CEO of Acquisition.com Paddy Galloway - YouTube strategist and content optimization expert Dave Portnoy - Founder of Barstool Sports Books & Resources: Crush It! by Gary Vaynerchuk - The book that inspired Caleb to pursue his current path Caleb's YouTube Channel Ralston - Caleb's brand strategy and content company Contact & Credits Host: Shahin Hoda Guest : Caleb Ralston Produced by : Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by : Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
What if your CEO asked you to double revenue without adding budget or headcount? Robert Chatwani , President and General Manager of Growth at DocuSign, believes not only is it possible - there's never been a better time to make it happen. In this conversation, Robert unpacks the frameworks and organisational changes required to achieve exponential growth with existing resources. From building agile growth squads that operate like engineering teams to leveraging AI agents for hyper-personalised prospecting, he reveals how DocuSign is transforming from an e-signature company into an AI-powered platform. If you're facing budget cuts but still expected to deliver results, this episode offers a roadmap. Guest Introduction Robert Chatwani is President and General Manager, Growth at DocuSign, where he leads the Marketing & Growth organisation to scale its digital strategy across marketing, product, technology and sales. Before joining DocuSign, Robert was CMO of Atlassian, where he helped scale the business to nearly $3 billion in revenue. He also spent more than a decade at eBay, ending his tenure as Chief Marketing Officer for North America where his teams supported $35 billion in trading volume. Robert is the 2023 American Heart Association Bay Area Heart Walk Chair and serves as a West Coast Board Member at the American India Foundation. Key Topics The 2x-10x challenge : Why companies expect exponential output increases without adding resources, and why Robert believes marketing teams can deliver. Thomas Barta's V-Zone framework : Maximising the overlap between customer needs and company needs to drive business impact and secure executive support. The harsh realities facing B2B teams : CAC is up 60% since the pandemic, traditional channels show diminishing returns, and most GTM models are obsolete - creating opportunities for teams willing to rethink their approach. Operating principles over company values : DocuSign's five core principles - "we before me," "dreaming big," "take action," "ignite the way," and "delivering customer delight" - that guide team behaviours and decisions. Growth squads and agile methodologies : Why effective GTM teams operate like engineering teams with two-week sprints, daily standups, and experiment backlogs instead of traditional campaign structures. Building a culture of experimentation : Robert's framework for systematic testing - generating ideas, prioritising experiments, executing with discipline, and scaling what works. AI-powered prospecting in action : How DocuSign used AI agents to turn tens of thousands of exhausted leads into millions in the pipeline, generating 60 replies and 15 meetings within 72 hours. Designing for the future you want : Why leaders must ask whether their current team structure and capabilities match what they would design from scratch to achieve ambitious growth goals. Resources & Links People Mentioned: Thomas Barta -Marketing leadership expert and author of "The 12 Powers of a Marketing Leader" Jeff Bezos -Founder of Amazon, referenced for the "two pizza team" principle Companies & Platforms: DocuSign -Agreement management platform Atlassian -Collaboration software eBay -Online marketplace Amazon -Benchmark for experimentation culture Netflix -Benchmark for experimentation culture Airbnb -Benchmark for experimentation culture Uber -Benchmark for experimentation culture Concepts & Frameworks: The V-Zone (Value Creation Zone) -Maximising overlap between customer and company needs The 12 Powers of a Marketing Leader -Book by Thomas Barta and Patrick Barwise Two-Pizza Team -Amazon's principle for keeping teams small (5-8 people) 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 : Robert Chatwani Produced by : Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by : Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth
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