In this episode of The Remarkable Project Jay speaks with Account-Based Marketing (ABM) expert Shahin Hoda, about why client lifetime value is a crucial consideration when shaping an ABM strategy, how ABM addresses three main areas in driving growth, and the importance of being able to clearly identify target markets when assessing ABM options.
Shahin Hoda is the Founder of xGrowth, a B2B growth agency helping organisations close more mid-market and large enterprise deals. He’s making that happen by popularising Account-Based Marketing (ABM) in Australia, working alongside B2B leaders to implement ABM strategies and build predictable revenue engines.
When he’s not busy building ABM campaigns, he’s either playing a game of Tennis in Richmond (which he usually loses) or looking up smoothie recipes (because let’s be honest, who doesn’t like a nice smoothie).
"If your budget is tight and your client's budgets are tight, you want to be laser focused on the ones that are very suitable for what you're trying to offer."
"Lifetime value, however you measure it, needs to be large enough to justify the investments you want to put in."
"You have to tell them that “I want you to do business with me”.
Connect with Shahin
Find him on Linkedin
Learn more about the work Shahin does with xGrowth via their website
D'autres épisodes de "The Remarkable Project"
072: The Journey from Workplace to "Workplayce" with Kristi Herold
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071: Putting the Brain Back into Branding with Matt Johnson
47:37In this episode of The Remarkable Project Jay speaks with Marketing Author and Cognitive Psychologist, Matt Johnson, about why the nuance of cultural codes is so relevant to how smaller brands grow, how alignment around core purpose helps unlock value for all stakeholders, and when to lead versus when to listen.Matt Johnson, PhD is a speaker, writer, and researcher, specialising in the application of psychology and neuroscience to branding and marketing.Following his PhD in Cognitive Psychology from Princeton University, his work has probed the science of brand storytelling, experiential marketing, and consumer decision-making. He is the author of top-selling consumer psychology book, ‘Blindsight: The (Mostly) Hidden Ways Marketing Reshapes Our Brains’ (BenBella, 2020), and most recently, ‘Branding That Means Business’ (Economist Books, Fall 2022). In 2023, Matt was inducted into Thinkers50 Radar as one of 30 business thinkers with ideas most likely to shape the future.As a contributor to major news outlets including Psychology Today, Forbes, and the BBC, he provides expert opinion and thought-leadership on a range of topics related to the human side of business. Matt is also passionate about helping brands harness insights from neuroscience to better understand, serve, and interact with their consumers. To this end, he consults with a wide array of organisations, including as an expert in residence for Nike.Matt currently resides in Boston, MA, where he is a Professor of Psychology and Marketing at Hult International Business School, and an instructor at Harvard University’s Division of Continuing Education. He grew up in The Bay Area, California, and has lived and worked in San Diego, New Jersey, Berlin and Shanghai.Remarkable TakeawaysWhy leaning into the nuance of cultural codes makes perfect sense for smaller brands, as they seek to differentiate themselves.How an actively integrated core purpose leads to the kind of shared brand reality which creates real value for all stakeholders.When to lead from the front and when to listen deeply from a brand perspective, and the influence of generative AI on this decision.Connect with MattExplore his new book Branding That Means Business hereFind him on LinkedinExplore his work via his blog/websiteFollow him on Twitter
070: Improving Customer Satisfaction through Strategic Human Connection with John Sills
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069: Discovering a Life After Imposter Syndrome with Alison Shamir
51:14In this episode of The Remarkable Project Jay speaks with Alison Shamir, an International Imposter Syndrome Expert, about how prevalent imposter syndrome is, how a better understanding of it can empower change and the three-step process she recommends for moving through Imposter Syndrome and capturing the untapped opportunity that sits on the other side. Alison Shamir is an International Speaker, Certified Coach and Media Contributor. As a founder herself and someone who has experience imposter syndrome firsthand, Alison has dedicated her own career to empower global organisations, teams & individuals with the knowledge, tools and methods they need to overcome Imposter Syndrome and present and perform as their most confident selves. Alison is also a proud member of the LGBTQIA+ community, passionate about Diversity, Equity and Inclusion and has held Leadership roles across the Technology and Media sectors. She combines both lived experience and professional expertise to help her clients make transformative change.Remarkable TakeawaysDefining what Imposter Syndrome is and, more importantly, what it is not. And how to recognise the symptoms early.The opportunities that begin to present themselves once you understand and begin to move through Imposter Syndrome. The three-step process that Alison uses with her clients to help work through Imposter Syndrome and achieve your true authentic potential. Connect with AlisonFind her on LinkedInLearn more about Alison and her work via her website
068: The Power in Partnering with Your Frontline Team with Chris Wallace
49:29In this episode of The Remarkable Project Jay speaks with Chris Wallace, President of Innerview Group, about the importance of creating collaborative conversation with your frontline team about business improvement, how to recognise and deal with the disconnect that sometimes happens between those teams and management and how to get your staff to believe in (and care about) your brand. As a marketing and customer experience strategist, Chris’ expertise centre’s on how organizations can improve alignment, between their go-to-market strategies and their frontline channels (sales, customer service, support, etc.). As President of InnerView, Chris and team have developed the breakthrough InFront platform, which applies market research processes to collect and analyse employee and partner, perceptions of customer needs and company value proposition. Apart from his client work, Chris is also an adjunct marketing professor at Villanova University (MBA) and is regularly published in outlets including, Harvard Business Review, Forbes and Ad Age. Three Remarkable Quotes"Your frontline staff are a channel. Treat them as a channel that needs to be convinced not one that can be taken for granted that they will deliver your message in the right way. ""How many times do organisations stop to ask its people “What do you love about what we do?”"It is one of the most basic, fundamental aspects of human relationships; Listening for needs and responding in a way that says “ I heard you and I’m here to support you. "Connect with ChrisFind him on LinkedinLearn more about InnerView Group via their website
067: The System for Creating Consistently Innovative Ideas with Carla Johnson
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REPLAY: The Power of Using Experience as an Impenetrable Asset
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066: The Science of Extraordinary Experiences with Dr Paul Zak
41:36In this episode of The Remarkable Project Jay reconnects with one of the Podcast’s first guests, high-impact scientist, author and public speaker Paul Zak, to talk about why simple explanations often signal deep understanding, how community-building bolsters brand love in the brain, and what S.I.R.T.A. means to extraordinary experiences.Dr. Paul J. Zak, PhD, has been on a quest to understand the neuroscience of human connection, human happiness, and effective teamwork. His academic lab and companies he has started develop and deploy neuroscience technologies to solve real problems faced by real people.Paul was one of the first scientists to integrate neuroscience and economics into a new discipline: neuroeconomics. His research has identified the brain processes that support such behaviours as trustworthiness, generosity, and sacrifice.His work has been ground breaking in the academic, public, and now in business and healthcare settings. Fascinated by how to reduce the amount of wasted energy in creating experiences that are of no actual value to the end user, Paul looks at ways to harness brain imaging to understand what truly delights our customers. In his new book, Immersion: The Science of the Extraordinary and the Source of Happiness, he discusses the transition to an experience economy, as people increasingly crave the extraordinary, with his research showing that there’s a scientific formula to consistently create remarkable experiences. A professor of economics, psychology, and management at Claremont Graduate University, he is the author of two other ground-breaking books – Trust Factor and The Moral Molecule – and also a regular TED speaker, four-time tech entrepreneur, and corporate consultant.Remarkable TakeawaysWhy being able to slow down and explain a concept or subject in simple terms often signals deep understanding.How building a community around those who love your brand actually helps reinforce and enhance the brain basis for that love.The five key stages of creating an extraordinary experience – S.I.R.T.A.Connect with PaulFind him on LinkedinLearn more about Paul’s work at his website Purchase the book on Amazon here
065: Crafting Stories That Make An Impact with Mark Carpenter
45:41In this episode of The Remarkable Project Jay speaks with Mark Carpenter, a master storyteller, educator and author, about why listening to yourself as well as others plays into powerful stories, how clarity, simplicity and impact affect story shareability, and what it is about great storytelling that builds credibility. Mark Carpenter is a serial storyteller. Even as a child, he loved to tell stories (mainly to get attention). He leveraged that ability into a career in marketing communications and public relations, then as a college professor and corporate facilitator.These days, Mark teaches people how to more intentionally tell stories that teach, lead, sell, and inspire to accomplish business and personal goals. He is the co-author of the best-selling book “Master Storytelling: How to Turn Your Experiences Into Stories that Teach, Lead, and Inspire” and co-creator of the Master Storytelling Workshop.Leveraging a 20-year career in corporate communication, 10 years working as an adjunct professor of communication, and 15 years facilitating training, Mark couples a lively, engaging style with purposeful, impactful learning.When he’s not training, speaking, coaching, or creating new content, Mark is likely hiking or snowshoeing in the mountains near his home in Utah in the United States, playing the piano, bragging about his grandchildren, or writing children's books.Remarkable TakeawaysWhy listening not only to other people and their experiences, but also your own emotional responses, provides the foundations for great stories. How clear intent, simplicity and just the right amount of impact positively affect the shareability of a story. The chemical connections which mean finding information through a well-told story often makes it more credible to the recipient than presenting pure facts and data. Connect with MarkLearn more about his words and work at the Master Storyteller website Check out some of his content on YouTubeRead his book: Master Storytelling: How to Turn Your Experiences Into Stories That Teach, Lead, and Inspire.Find him on Linkedin
064: The Power of Account Based Marketing with Shahin Hoda
50:33In this episode of The Remarkable Project Jay speaks with Account-Based Marketing (ABM) expert Shahin Hoda, about why client lifetime value is a crucial consideration when shaping an ABM strategy, how ABM addresses three main areas in driving growth, and the importance of being able to clearly identify target markets when assessing ABM options.Shahin Hoda is the Founder of xGrowth, a B2B growth agency helping organisations close more mid-market and large enterprise deals. He’s making that happen by popularising Account-Based Marketing (ABM) in Australia, working alongside B2B leaders to implement ABM strategies and build predictable revenue engines.When he’s not busy building ABM campaigns, he’s either playing a game of Tennis in Richmond (which he usually loses) or looking up smoothie recipes (because let’s be honest, who doesn’t like a nice smoothie).Remarkable Quotes"If your budget is tight and your client's budgets are tight, you want to be laser focused on the ones that are very suitable for what you're trying to offer.""Lifetime value, however you measure it, needs to be large enough to justify the investments you want to put in.""You have to tell them that “I want you to do business with me”.Connect with ShahinFind him on LinkedinLearn more about the work Shahin does with xGrowth via their website