Vinnie is joined by Lyssna's Director of Marketing, Claire Brown, to chat about the importance of approaching marketing research in the B2B space.

This episode also covers...

• the cost-effective methods of marketing research
• how marketing research can help you stay ahead of the curve
• practical insights for startups to refine their marketing approaches

About Claire...

Claire is a seasoned marketing executive with over 15 years of experience across various industries, including technology, financial services, education, and fashion, working with companies in the US, Dubai, the UK, and Australia.

Now specialising in brand, growth, and product marketing for B2B SaaS companies, she currently acts as the Director of Marketing at Lyssna.

With an MBA, Claire has held leadership roles in e-learning, martech, and user experience software companies. She is known for her strategic thinking, creativity, and ability to leverage digital technologies and customer insights to drive results.

Resources mentioned in this episode:

• Obviously Awesome - April Dunford
• Elena Verna
• Kyle Poyar

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📚 Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/

Hosted & Produced by Vinnie Romano, Allysa Maywald & Alexander Hipwell, from xGrowth.

🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

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And for all our other socials visit: https://mtr.bio/xgrowth

Vinnie chats with Sobia Mughal from Workday, about the eye-opening misconceptions of B2B marketing. The duo delve into why B2B is overshadowed by B2C marketing and what we can do to minimise this.

This episode also covers...

• Tertiary education and their approach to teaching marketing
• The key actions to close the gap between B2B and B2C
• How to build a strong brand

About Sobia...

Sobia is a seasoned marketing expert with over 15 years of experience in B2C and B2B sectors, spanning higher education, FMCG, automotive, and technology/SaaS industries. An award-winning academic and practitioner, she is passionate about data-driven marketing solutions that prioritises people. As Chair of the B2B Special Interest Group at the Marketing Association and a frequent guest lecturer and conference speaker, Sobia is dedicated to sharing knowledge and empowering others. Sobia's passionate approach has led to multiple accolades, including best paper award at the MAG Scholar Conference and winning New Zealand's first 3Minute Thesis competition as a postgraduate student in 2016.

Resources mentioned in this episode:

• Marketing Association NZ
• Axel Sukianto

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🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9

📚 Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/

Hosted & Produced by Vinnie Romano, Allysa Maywald & Alexander Hipwell, from xGrowth.

🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16

And for all our other socials visit: https://mtr.bio/xgrowth

As AI continues to be added into the way we work in many industries, it's no surprise if you've thought about how AI will affect your job. We spoke with Aaron McEwan, VP of Research and Advisory at Gartner to talk about the future of AI in the marketing workplace.

This episode also covers...

• Gartner’s hype cycle
• What roles are going to be impacted by AI the most?
• AI and revenue generation
• Decision-making with AI

About Aaron...

As a strategic advisor to Heads of HR and senior executives, Aaron appreciates how essential talent is to organisational performance and growth and believes that great ideas, backed by rigorous science, have the power to unlock the potential of individuals, organisations and the world.

At Gartner, he advises and coaches senior executives to innovate their HR strategies and challenge standard practice by harnessing data and insights derived from the world’s leading companies.

Recently named a top 100 Global HR influencer by Engagedly, Aaron is a Fellow of the Australian Human Resources Institute, a columnist for InsideHR and serves on the national committee for the Australian Psychological Society’s Interest Group in Coaching Psychology. He also advises several tech start-ups and teaches in the Masters of Organisational Coaching program at Sydney Business School. He is an Honorary Associate at Macquarie University and have guest lectured at the University of Queensland, Griffith University and the Australian College of Applied Psychology.

Outside of the corporate world, Aaron spent 10 years writing and performing original music where he learned that creativity, authenticity and human connection sit at the heart of great songs and great performances. Whilst he no longer performs on stage, Aaron continues to write songs and gets his live performance kicks from public speaking.

Resources mentioned in this episode:

• World War Z - Max Brooks
• Humans + AI - Ross Dawson
• Chris Howard
• Reid Hoffman

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🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9

📚 Get your copy of the 2023 report here: https://abm.xgrowth.com.au/2023-report/

Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.

🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16

And for all our other socials visit: https://mtr.bio/xgrowth