APAC's B2B Growth Podcast

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: @calebralston [https://youtube.com/@calebralston] * LinkedIn: Caleb Ralston [https://www.linkedin.com/in/calebralston/] * Instagram: @calebralston [https://www.instagram.com/calebralston] * Twitter / X: @calebralston [https://twitter.com/calebralston] Resources Mentioned: * YouTube: How to build a brand - Full course [https://youtu.be/Ch4Sl0POBhU?si=yfzDe_GpobNYGq2L] * Workbook download [https://go.calebralston.com/iconic-brands-workbook] * Gary Vaynerchuk – Crush It [https://www.amazon.com.au/Crush-Time-Cash-Your-Passion/dp/0061914177] * Patty Galloway [https://www.youtube.com/@paddygalloway8780] Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter [https://xgrowth.com.au/newsletter]

Tired of being seen as sales support? David Heyworth reveals how marketing leaders can break free from the order-taking trap and own the entire go-to-market motion. From building sales discovery teams that report to marketing to creating personalised experiences that win enterprise deals, David shares battle-tested strategies for transforming marketing from a cost centre into a revenue-driving growth engine. Discover how shifting the focus from lead generation to revenue unlocks more strategic impact, strengthens alignment with sales, and drives meaningful growth through account-based selling. Key Takeaways * Stop talking leads, start talking revenue - Frame your impact as "$1M in pipeline opportunities" not "100 MQLs generated" * Own the sales discovery process - Build SDR teams that report to marketing for full funnel control * Be in the room where it happens - Get marketing into weekly sales meetings as strategic partners, not vendors * Account-based selling beats ABM - Focus on "us" outcomes, not just marketing campaigns * Listen with intention - Use "two ears, one mouth" to gather sales intelligence and customer insights * Prove your model first - Start with sales champions, show results, then scale across the organisation * Customer intimacy is your B2B superpower - Direct customer engagement beats digital analytics every time * AI is your wingman, not your replacement - Use it to scale content creation and personalisation efforts Memorable Moments * The "crickets" story: How poor event execution taught valuable lessons about sales alignment * The Defence Coin case study: Creating meaningful, personalised experiences that cement relationships * The conversion breakthrough: How rapid response transformed lead quality Who Should Listen: Marketing leaders frustrated with being seen as support functions, CMOs looking to drive revenue ownership, and anyone struggling with sales-marketing alignment in complex B2B environments. Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter

Welcome to a special programming note! After taking a short break to refresh and refine our approach, we're excited to announce the relaunch of our podcast with some significant improvements. What's New: Brand clarity - We've simplified our name from "Growth Colony: APAC's B2B Growth Podcast" to "APAC's B2B Growth Podcast." Streamlined format - We've tightened up our introductions and optimised our question structure to create a smoother conversation flow that gets straight to the valuable insights you're here for. Enhanced production - You'll notice updates to our music, overall look and feel, and general production quality. Deeper episodes - We're moving from weekly to fortnightly releases, allowing us to invest more time and effort into each conversation to deliver higher-quality content. What Stays the Same: Our commitment to bringing you actionable B2B growth insights from leading voices across the Asia-Pacific region remains unchanged. Got feedback? We'd love to hear your thoughts on the changes. Drop us a line at podcast@xgrowth.com.au [podcast@xgrowth.com.au] Thanks for being part of our journey - here's to the next chapter of APAC's B2B Growth Podcast!

We'll be going on a 4-week break! For 5 years it's been go, go, go, so this break will allow us to take a step back and create more awesome content for you. But whether you're an OG follower or new to the party, here are 3 episodes we think you should check out. 1. Unlocking Company Growth in the B2B Landscape with Sean Ellis [https://pod.co/growthcolony/sean-ellis] 2. How to Think Remarkable in B2B Marketing with Guy Kawasaki [https://pod.co/growthcolony/guy-kawasaki] 3. Strategies to Achieve More with Less [https://pod.co/growthcolony/luca-destefanis] Is there someone you'd love for us to interview? Or, have a topic that you want us to cover? Reach out to Shahin Hoda [https://www.linkedin.com/in/shoda/] on LinkedIn, or email us at podcast@xgrowth.com.au [podcast@xgrowth.com.au]. Any other thoughts? Let us know! _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 [https://forms.gle/NaN6W8qj1qQsfpTe9] 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/ [https://xgrowth.com.au/abm-report/] Hosted & Produced by Shahin Hoda [https://www.linkedin.com/in/shoda/], Allysa Maywald [https://www.linkedin.com/in/allysa-maywald/] & Alexander Hipwell [https://www.linkedin.com/in/awhipwell/], from xGrowth [https://xgrowth.com.au/]. Think you'd be a great guest? Fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 [https://forms.gle/ybDTyjEreR1WiUg16] And for all our other socials visit: https://mtr.bio/xgrowth [https://mtr.bio/xgrowth]

Vinnie chats with a marketer who didn’t start her professional career in marketing but in hospitality. Now Marketing Manager at Logicalis, Morgan Wilkinson [https://www.linkedin.com/in/morgan-wilkinson-tobin-915905146/], shares with us her hospitality experiences that have shaped her entire approach to B2B. 🎥 Prefer to watch the conversation? We've got a link for you: https://youtu.be/iY1yaAORv-Y [https://youtu.be/iY1yaAORv-Y] From navigating customer complaints to helping a guest land a job (thanks to an emergency hotel tie!), this episode also covers... * What fear has to do with campaign strategy * How understanding the customer’s “worst possible outcome” can align marketing and sales * Why stakeholder relationships (even one-on-one) can create powerful ripple effects About Morgan... Morgan is an accomplished marketing manager with a unique background that spans hospitality, office management, and marketing. Early in her career, Morgan developed a deep passion for creating memorable experiences. With a strong talent for building meaningful relationships and effective stakeholder management, she thrived in the hospitality industry, fostering connections that drove both customer satisfaction and positive business outcomes. After taking on an Office Manager role during the 2020 lockdowns, Morgan jumped at an opportunity to assist the marketing team during office closures and quickly discovered a genuine love for marketing. This newfound passion allowed her to work closely with internal sales and delivery teams, as well as partners and customers, leading to a smooth transition into a full-time marketing role.   Today, Morgan is dedicated to creating impactful campaigns that reflect her passion for delivering exceptional experiences. She leverages her background in hospitality to craft campaigns that not only engage customers but also foster positive interactions and support for her internal team, external partners, and customers alike. Resources mentioned in this episode: * Boundaries [https://www.goodreads.com/book/show/944267.Boundaries] - Henry Cloud & John Townsend _________________ 🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9 [https://forms.gle/NaN6W8qj1qQsfpTe9] 📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/ [https://xgrowth.com.au/abm-report/] Hosted & Produced by Vinnie Romano [https://www.linkedin.com/in/vinnieromano/], Allysa Maywald [https://www.linkedin.com/in/allysa-maywald/] & Alexander Hipwell [https://www.linkedin.com/in/awhipwell/], from xGrowth [https://xgrowth.com.au/]. 🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au [podcast@xgrowth.com.au] Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16 [https://forms.gle/ybDTyjEreR1WiUg16] And for all our other socials visit: https://mtr.bio/xgrowth [https://mtr.bio/xgrowth]