Growth Colony: Australia's B2B Growth Podcast
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<p>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.</p> <p>Hosted by Shahin Hoda & Vinnie Romano</p> <p>Produced by Shahin Hoda & Alexander Hipwell from xGrowth</p> <p>Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter</p>
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Publishing Since
3/25/2020
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Recent Episodes
June 18, 2026
How to Fix the Marketing to Sales Handover Before Your Leads Go Cold with Nishi Seth
<p>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.</p> <p>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.</p> <p><b>Guest Introduction</b></p> <p><a href="https://www.linkedin.com/in/nishiseth" target="_blank">Nishi Seth</a> 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.</p> <p><b>Key Topics</b></p> <ul><li>Why leads go cold: the two root causes (qualification gaps and context gaps) and why even the most sophisticated B2B organisations struggle with them</li><li>The three pillars of an optimised marketing-to-sales handover: lead quality, context, and a continuous review and feedback loop</li><li>Why BDRs are the critical bridge between marketing and sales, and how to assess whether your BDR function is actually working</li><li>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</li><li>What providing context to BDRs really means: enablement calls, campaign-specific opening scripts, and cadences tailored to how each lead engaged</li><li>The key metrics that reveal handover health: SAL acceptance rates, SAL-to-SQL conversion, number of outreach touches, and lead velocity</li><li>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</li><li>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</li></ul> <p><b>Resources & Links</b></p> <ul><li><a href="https://cloud.google.com" target="_blank">Google Cloud</a> — Nishi's base for all real-world examples discussed, from MQL definition evolution to AI-powered BDR tooling</li><li><a href="https://gemini.google.com" target="_blank">Google Gemini</a> — Nishi's go-to research tool in place of following influencers; she also used it to prepare for this episode</li></ul> <p>Contact & Credits</p> <p><b>Host: </b><a href="https://www.linkedin.com/in/shahinhoda/" target="_blank">Shahin Hoda</a></p> <p><b>Guest</b>: <a href="https://www.linkedin.com/in/nishiseth" target="_blank">Nishi Seth</a></p> <p><b>Produced by</b>: <a href="https://www.linkedin.com/in/shahinhoda/" target="_blank">Shahin Hoda</a> and <a href="https://www.linkedin.com/in/awhipwell/" target="_blank">Alexander Hipwell</a></p> <p><b>Edited by: </b><a href="https://www.linkedin.com/in/awhipwell/" target="_blank">Alexander Hipwell</a></p> <p><b>Music by</b>: <a href="https://www.breakmastercylinder.com/" target="_blank">Breakmaster Cylinder</a></p> <p><b>APAC's B2B Growth Podcast is Presented by </b><a href="https://xgrowth.com.au/" target="_blank">xGrowth</a></p>
June 4, 2026
Rebroadcast:How Marketing Can Own Go-to-Market (Instead of Just Supporting Sales) with David Heyworth
<p>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.</p> <p>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.</p> <p><b>Guest Introduction</b></p> <p><a href="https://www.linkedin.com/in/davidheyworth/" target="_blank">David Heyworth</a> 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.</p> <p><b>Key Topics</b></p> <ul><li>Why agility, balance, and growth are the non-negotiables for B2B marketing teams in the second half of 2025</li><li>Shifting the conversation from lead generation to revenue opportunities and why talking in dollars gets marketing a seat at the table</li><li>How marketing can own the full GTM motion: building interlocks with sales, finance, and product leadership rather than operating in isolation</li><li>The case for an inside sales or sales discovery rep function that sits within marketing and how to prove the model before committing headcount</li><li>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</li><li>Battle-tested lessons from event marketing gone wrong and how champions and pre-agreed outreach schedules turned it around</li><li>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</li><li>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</li></ul> <p><b>Resources & Links</b></p> <p><b>People</b></p> <ul><li><a href="https://www.icmi.com.au/general-the-honourable-sir-peter-cosgrove-ak-ac-mil-cvo-mc-retd/" target="_blank">Peter Cosgrove</a>-former Chief of the Defence Force and 26th Governor-General of Australia</li><li><a href="https://seths.blog/" target="_blank">Seth Godin</a> - Author and marketing thought leader; David recommends his book <i>Purple Cow</i> on differentiation.</li></ul> <p><b>Companies & Tools</b></p> <ul><li><a href="https://www.vocus.com.au/" target="_blank">Vocus</a> -Australian telco where David served as CMO.</li><li><a href="https://www.akimbo.link/" target="_blank">Akimbo </a>-Seth Godin's Podcast</li></ul> <p><br /></p> <p><b>Books</b></p> <ul><li><a href="https://www.penguinrandomhouse.com/books/292254/purple-cow-new-edition-by-seth-godin/" target="_blank">Purple Cow by Seth Godin</a></li></ul> <p>Contact & Credits</p> <p><b>Host: </b><a href="https://www.linkedin.com/in/shahinhoda/" target="_blank">Shahin Hoda</a></p> <p><b>Guest</b>: <a href="https://www.linkedin.com/in/davidheyworth/" target="_blank">David Heyworth</a></p> <p><b>Produced by</b>: <a href="https://www.linkedin.com/in/shahinhoda/" target="_blank">Shahin Hoda</a> and<a href="https://www.linkedin.com/in/awhipwell/" target="_blank"> Alexander Hipwell</a></p> <p><b>Edited by:</b><a href="https://www.linkedin.com/in/awhipwell/" target="_blank"> Alexander Hipwell</a></p> <p><b>Music by</b>:<a href="https://www.breakmastercylinder.com/" target="_blank"> Breakmaster Cylinder</a></p> <p><b>APAC's B2B Growth Podcast is Presented by</b><a href="https://xgrowth.com.au/" target="_blank"> xGrowth</a></p>
May 21, 2026
IBM's AI Marketing Journey from Experimentation to Intentional Execution with Craig Mills
<p>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.</p> <p>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.</p> <p><b>Guest Introduction</b></p> <p><a href="https://www.linkedin.com/in/craigmillsau/" target="_blank">Craig Mills</a> 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.</p> <p><b>Key Topics</b></p> <ul><li>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</li><li>The "client zero" experience: how IBM employees lived the AI transformation firsthand through changes to HR systems, well before the broader market caught up</li><li>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</li><li>Micro-segmentation at enterprise scale: how AI enables hyper-personalised outreach to audience pockets that were previously too small to justify the investment</li><li>The people-process-tools interconnectivity challenge: why enterprise AI is so difficult and why most organisations are still struggling to get it right</li><li>Craig's three navigation points for B2B marketers: get closer to customers and partners, get closer to your product, and go faster</li><li>Building maximum mental flexibility: why clarity of mission is the prerequisite for individual speed and creative agility in an AI-driven environment</li><li>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</li></ul> <p><b>Resources and Links</b></p> <p><b>Tools</b></p> <ul><li><a href="https://www.ibm.com/thought-leadership/institute-business-value/en-us/report/enterprise-2030" target="_blank">IBM Enterprise 2030 Report</a> -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.</li><li><a href="https://www.thisweekinstartups.com/" target="_blank">This Week in Startups</a> -Podcast by Jason Calacanis. Craig recommends it for building a startup mindset inside large organisations.</li><li><a href="https://www.ibm.com/watsonx" target="_blank">IBM watsonx</a> -IBM's enterprise AI platform, launched May 2023, central to IBM's AI transformation story.</li><li><a href="https://copilot.microsoft.com/" target="_blank">Microsoft Copilot</a> -AI productivity tool Craig uses to move faster through emails and meetings.</li><li><a href="https://claude.ai/" target="_blank">Claude</a> -Anthropic's AI assistant, used by Craig for external customer research.</li></ul> <p><b>People Mentioned</b></p> <ul><li><a href="https://www.linkedin.com/in/jasoncalacanis/" target="_blank">Jason Calacanis</a> -Entrepreneur and host of This Week in Startups. Craig spent a year listening to build a startup mindset within IBM.</li><li><a href="https://www.linkedin.com/in/raydalio/" target="_blank">Ray Dalio</a> -Founder of Bridgewater Associates. Craig follows him for his geopolitical frameworks and historical perspective on the forces shaping the world.</li></ul> <p><b>Companies</b></p> <ul><li><a href="https://www.ibm.com/" target="_blank">IBM</a> -Global enterprise technology and consulting company.</li></ul> <p><b>Also mentioned </b></p> <ul><li><a href="https://en.wikipedia.org/wiki/Diablo_(series)" target="_blank">Diablo</a> - The classic video game. Apparently the only thing more addictive than playing with AI tools at midnight. </li></ul> <p><br /></p> <p>Contact & Credits</p> <p><b>Host: </b><a href="https://www.linkedin.com/in/shahinhoda/" target="_blank">Shahin Hoda</a></p> <p><b>Guest</b>: <a href="https://www.linkedin.com/in/craigmillsau/" target="_blank">Craig Mills</a></p> <p><b>Produced by</b>: <a href="https://www.linkedin.com/in/shahinhoda/" target="_blank">Shahin Hoda</a> and <a href="https://www.linkedin.com/in/awhipwell/" target="_blank">Alexander Hipwell</a></p> <p><b>Edited by: </b><a href="https://www.linkedin.com/in/awhipwell/" target="_blank">Alexander Hipwell</a></p> <p><b>Music by</b>: <a href="https://www.breakmastercylinder.com/" target="_blank">Breakmaster Cylinder</a></p> <p><b>APAC's B2B Growth Podcast is Presented by </b><a href="https://xgrowth.com.au/" target="_blank">xGrowth</a></p>
292 total episodes available
Recent guests on Growth Colony: Australia's B2B Growth Podcast
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Rubina Carlson
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Marcus Sheridan
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Kitty Zhao
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Kayla Medica
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Victoria Sampson (McCafferty)
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Stuart Matthewman
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Melinda Stuart
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Jon Stona
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Caleb Ralston
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David Heyworth
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- What is Growth Colony: Australia's B2B Growth Podcast?
<p>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.</p> <p>Hosted by Shahin Hoda & Vinnie Romano</p> <p>Produced by Shahin Hoda & Alexander Hipwell from xGrowth</p> <p>Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter</p> - How often does this podcast release new episodes?
This podcast updates daily.
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This podcast is available on 10 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.
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Yes, this podcast regularly features guests.
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