APAC's B2B Growth Podcast

<p>What if your CEO asked you to double revenue without adding budget or headcount? <a href="https://www.linkedin.com/in/chatwani" target="_blank">Robert Chatwani</a>, 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.</p> <p>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.</p> <p><b>Guest Introduction</b></p> <p><a href="https://www.linkedin.com/in/chatwani" target="_blank">Robert Chatwani</a> is President and General Manager, Growth at DocuSign, where he leads the Marketing &amp; 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.</p> <p><b>Key Topics</b></p> <ul><li><b>The 2x-10x challenge</b>: Why companies expect exponential output increases without adding resources, and why Robert believes marketing teams can deliver.</li><li><b>Thomas Barta's V-Zone framework</b>: Maximising the overlap between customer needs and company needs to drive business impact and secure executive support.</li><li><b>The harsh realities facing B2B teams</b>: 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.</li><li><b>Operating principles over company values</b>: 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.</li><li><b>Growth squads and agile methodologies</b>: Why effective GTM teams operate like engineering teams with two-week sprints, daily standups, and experiment backlogs instead of traditional campaign structures.</li><li><b>Building a culture of experimentation</b>: Robert's framework for systematic testing - generating ideas, prioritising experiments, executing with discipline, and scaling what works.</li><li><b>AI-powered prospecting in action</b>: 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.</li><li><b>Designing for the future you want</b>: Why leaders must ask whether their current team structure and capabilities match what they would design from scratch to achieve ambitious growth goals.</li></ul> <p><b>Resources &amp; Links</b></p> <p><b>People Mentioned:</b></p> <ul><li><a href="https://www.linkedin.com/in/tbarta/" target="_blank">Thomas Barta</a>-Marketing leadership expert and author of "The 12 Powers of a Marketing Leader"</li><li><a href="https://en.wikipedia.org/wiki/Jeff_Bezos" target="_blank">Jeff Bezos</a>-Founder of Amazon, referenced for the "two pizza team" principle</li></ul> <p><b>Companies &amp; Platforms:</b></p> <ul><li><a href="https://www.docusign.com/" target="_blank">DocuSign</a>-Agreement management platform</li><li><a href="https://www.atlassian.com/" target="_blank">Atlassian</a>-Collaboration software</li><li><a href="https://www.ebay.com/" target="_blank">eBay</a>-Online marketplace</li><li><a href="https://www.amazon.com/" target="_blank">Amazon</a>-Benchmark for experimentation culture</li><li><a href="https://www.netflix.com/" target="_blank">Netflix</a>-Benchmark for experimentation culture</li><li><a href="https://www.airbnb.com/" target="_blank">Airbnb</a>-Benchmark for experimentation culture</li><li><a href="https://www.uber.com/" target="_blank">Uber</a>-Benchmark for experimentation culture</li></ul> <p><b>Concepts &amp; Frameworks:</b></p> <ul><li><a href="https://thomasbarta.com/the-power-of-working-inside-the-value-creation-zone/" target="_blank">The V-Zone (Value Creation Zone)</a>-Maximising overlap between customer and company needs</li><li><a href="https://thomasbarta.com/what-is-marketing-leadership/" target="_blank">The 12 Powers of a Marketing Leader</a>-Book by Thomas Barta and Patrick Barwise</li><li><a href="https://aws.amazon.com/executive-insights/content/amazon-two-pizza-team/" target="_blank">Two-Pizza Team</a>-Amazon's principle for keeping teams small (5-8 people)</li></ul> <p>Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC:<a href="https://xgrowth.com.au/newsletter" target="_blank"> https://xgrowth.com.au/newsletter</a></p> <p>Contact &amp; 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/leandroperez/" target="_blank"> </a>Robert Chatwani</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>

<p>In this episode, <a href="https://www.linkedin.com/in/jonlombardo/" target="_blank">Jon Lombardo</a>, Co-Founder of Evidenza, unpacks the counterintuitive truth about B2B buying behaviour. Drawing on research from the Ehrenberg-Bass Institute, Jon reveals why most B2B marketers fundamentally misunderstand their audience. The 95-5 rule shows that 95% of potential buyers aren't in the market right now, which means the traditional focus on short-term lead generation is missing the bigger picture. </p> <p>Jon also explains how AI-powered synthetic research is transforming market intelligence, why B2B needs more brand building than B2C, and what marketers should do about it. </p> <p>If you're stuck chasing in-market buyers whilst your competitors build future demand, this conversation will change how you think about growth.</p> <p><b>Guest Introduction</b></p> <p><a href="https://www.linkedin.com/in/jonlombardo/" target="_blank">Jon Lombardo</a> is Co-Founder of Evidenza, a synthetic AI market research platform that surveys AI-generated customer copies to build evidence-based marketing plans in hours rather than months. Previously, Jon was Head of Research at LinkedIn's B2B Institute, where he helped establish the 95-5 rule and commissioned pioneering research on how B2B brands grow.</p> <p><b>Key Topics</b></p> <ul><li>The 95-5 rule: why 95% of B2B buyers are out of market at any given time, and why that matters more than the 5% who are ready to buy</li><li>The 11X rule: how B2B buying cycles are 11 times longer than B2C, making brand building even more critical in B2B than consumer categories</li><li>The evolution from the 60-40 rule to 95-5: how research with John Dawes from Ehrenberg-Bass Institute challenged conventional wisdom about marketing budget allocation</li><li>Mental and physical availability in B2B: creating brand-relevant memories that activate when buyers eventually come into the market</li><li>AI and synthetic research: how Evidenza uses AI to interview synthetic customers, delivering market research in hours that would traditionally take months</li><li>Bootstrapped growth: how Evidenza launched with paying customers from day one without venture capital, growing to over 100 clients</li><li>The future of AI in marketing: why AI is underrated and will transform marketing beyond what most people imagine</li><li>Practical applications: how to use AI for execution whilst keeping strategic thinking human</li></ul> <p><b>Resources &amp; Links</b></p> <p><b>People Mentioned:</b></p> <ul><li><a href="https://au.linkedin.com/in/markritson" target="_blank">Mark Ritson</a> - Marketing professor, columnist, and founder of Marketing Week Mini MBA</li><li><a href="https://au.linkedin.com/in/john-dawes-059bab10" target="_blank">John Dawes</a> - Professor at Ehrenberg-Bass Institute for Marketing Science</li><li><a href="https://www.linkedin.com/in/les-binet-9bb7453/" target="_blank">Les Binet</a> - Marketing effectiveness researcher and econometrician</li><li><a href="https://www.linkedin.com/in/peter-field-20110120/" target="_blank">Peter Field</a> - Marketing consultant and author</li><li><a href="https://www.linkedin.com/in/weinbergpeter/" target="_blank">Peter Weinberg</a> - Co-Founder of Evidenza</li><li><a href="https://www.linkedin.com/in/brianwatroba/" target="_blank">Brian Watroba</a> - Co-Founder of Evidenza</li><li><a href="https://www.linkedin.com/in/jenni-romaniuk-2746884/" target="_blank">Jenny Romaniuk</a> - Professor at Ehrenberg-Bass Institute for Marketing Science</li><li><a href="https://www.linkedin.com/in/kennedyatehrenbergbass/" target="_blank">Rachel Kennedy</a> - Professor at Ehrenberg-Bass Institute for Marketing Science</li><li><a href="https://www.linkedin.com/in/nicole-hartnett/" target="_blank">Nicole Hartnett</a> - Professor at Ehrenberg-Bass Institute for Marketing Science</li><li><a href="https://www.linkedin.com/in/professorbyronsharp/" target="_blank">Byron Sharp</a> - Professor of Marketing Science at Ehrenberg-Bass Institute</li></ul> <p><b>Companies &amp; Organisations:</b></p> <ul><li><a href="https://www.evidenza.ai/" target="_blank">Evidenza</a> - Synthetic AI market research platform</li><li><a href="https://marketingscience.info/" target="_blank">Ehrenberg-Bass Institute for Marketing Science</a> - The World's largest centre for research into marketing</li><li><a href="https://business.linkedin.com/marketing-solutions/b2b-institute" target="_blank">LinkedIn B2B Institute</a> - Marketing think tank (Jon's former employer)</li></ul> <p><b>Key Frameworks:</b></p> <ul><li>The 95-5 Rule - Research on B2B buying behaviour shows that only 5% of buyers are in market</li><li>The 11X Rule - How B2B buying cycles differ from B2C</li><li>The 60-40 Rule - Les Binet and Peter Field's framework for balancing brand building and sales activation</li></ul> <p>Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC:<a href="https://xgrowth.com.au/newsletter" target="_blank">https://xgrowth.com.au/newsletter</a></p> <p>Contact &amp; Credits</p> <p><b>Hosts: </b><a href="https://www.linkedin.com/in/shahinhoda/" target="_blank">Shahin Hoda</a> and <a href="https://www.linkedin.com/in/vinnieromano/" target="_blank">Vinnie Romano</a></p> <p><b>Guest</b> <a href="https://www.linkedin.com/in/jonlombardo/" target="_blank">Jon Lombardo</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>

<p>Leandro Perez joins to cut through the AI hype and share what's actually working. With Agentforce handling 850,000 conversations and managing 85% of customer inquiries, Leandro reveals the reality behind the marketing claims and addresses the "SaaS is dead" narrative head-on.</p> <p>From managing 30,000 weekly customer inquiries with AI agents to transforming his entire marketing team's workflows, Leandro offers a brutally honest look at what it takes to lead through a technological revolution. This isn't just theory: it's a practitioner's guide to implementing AI at scale, including the mistakes, the breakthroughs, and the systematic approach required to bring an entire organisation along for the journey.</p> <p><b>Guest Introduction</b></p> <p><a href="https://www.linkedin.com/in/leandroperez/" target="_blank">Leandro Perez</a> is Senior Vice President and Chief Marketing Officer for Australia and New Zealand at Salesforce, where he guides strategic direction and market positioning for the world's leading AI-powered CRM. </p> <p>With a Computer Science degree from UNSW and an Executive MBA from Quantic School of Business and Technology, Leandro brings over 20 years of experience combining technical expertise with business acumen. </p> <p>He previously led global corporate messaging at Salesforce and partnered closely with CEO Marc Benioff. He's a Fellow of The Marketing Academy, serves on the AANA Board, and is a recipient of the Salesforce Chairman &amp; CEO Award.</p> <p><b>Key Topics</b></p> <ul><li><b>AI reality at Salesforce</b>: Agent Force handles 850,000 conversations with 85% resolution</li><li><b>"SaaS is dead" narrative</b>: Why enterprise software needs governance, permissions, reliability, not just quick AI code</li><li><b>Leading transformation</b>: Year-long journey from lone voice to company-wide quarterly Agent Force Learning Days</li><li><b>Process mapping first</b>: Document crown jewel processes to identify pain points before introducing AI</li><li><b>Systematic change</b>: Company-wide learning days, mandatory training (100% Agent Blazer status), permission to experiment</li><li><b>Practical AI adoption</b>: Landing pages, social automation, Slack summaries, 80% email engagement, plus failed experiments</li><li><b>Experimentation culture</b>: Identifying early adopters, showcasing wins, balancing air cover with performance</li></ul> <p><b>Resources &amp; Links</b></p> <p><b>People Mentioned:</b></p> <ul><li><a href="https://www.linkedin.com/in/marcbenioff/" target="_blank">Marc Benioff</a> - Salesforce CEO &amp; Co-Founder</li><li><a href="https://www.linkedin.com/in/roby-sharon-zipser-8417401b/" target="_blank">Roby Sharon-Zipser</a> - hipages CEO &amp; Co-Founder</li></ul> <p><b>Companies &amp; Tools:</b></p> <ul><li><a href="https://www.salesforce.com/" target="_blank">Salesforce</a> - AI-powered CRM platform</li><li><a href="https://www.salesforce.com/agentforce/" target="_blank">Agentforce</a> - Salesforce AI agent platform</li><li><a href="https://trailhead.salesforce.com/" target="_blank">Trailhead</a> - Salesforce learning platform</li><li><a href="https://www.fisherpaykel.com/nz/" target="_blank">Fisher &amp; Paykel</a> - Appliance manufacturer</li><li><a href="https://corporate.goodyear.com/" target="_blank">Goodyear</a> - Tire manufacturer</li><li><a href="https://remarkable.com/" target="_blank">Remarkable</a> - Digital paper tablet</li><li><a href="https://hipagesgroup.com.au/" target="_blank">hipages</a> - Online tradie marketplace</li><li><a href="https://chat.openai.com/" target="_blank">ChatGPT</a> - AI chatbot</li><li><a href="https://gemini.google.com/" target="_blank">Gemini</a> - Google AI assistant</li><li><a href="https://www.perplexity.ai/" target="_blank">Perplexity</a> - AI search tool</li><li><a href="https://elevenlabs.io/" target="_blank">ElevenLabs</a> - AI text-to-speech</li><li><a href="https://aana.com.au/" target="_blank">AANA</a> - Association of National Advertisers</li></ul> <p>Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: <a href="https://xgrowth.com.au/newsletter" target="_blank">https://xgrowth.com.au/newsletter</a></p> <p>Contact &amp; 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/leandroperez/" target="_blank">Leandro Perez</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>

<p>Marketing at the pace of AI innovation isn't easy, but Rubina Carlson, Head of Marketing at 90 Seconds, has found a way to stay ahead without burning out. In this conversation with host Vinnie Romano, Rubina shares her honest journey from feeling late to the AI party to becoming an AI-first marketer who dedicates one hour per week to systematic experimentation.</p> <p>This episode is packed with practical wisdom for B2B marketers who feel overwhelmed by the rapid pace of AI evolution. Rubina reveals how she carved out time to test tools like Opus Clip, custom GPTs, and Canva Magic, turning weekly pain points into opportunities for AI-powered solutions. She challenges the myth that prompt engineering requires specialists, arguing instead that it's simply about learning to communicate with clarity.</p> <p>Whether you're struggling to justify AI experimentation to leadership or feeling paralysed by the sheer number of tools available, this episode will give you a clear framework to start testing, learning, and integrating AI into your everyday marketing workflow.</p> <p><b>Guest Introduction</b></p> <p><a href="https://www.linkedin.com/in/rubinacarlson/" target="_blank">Rubina Carlson</a> is a Certified Practising Marketer and Head of Marketing at<a href="https://90seconds.com/" target="_blank"> 90 Seconds</a>, the global platform empowering enterprise brands to create video content at scale. With over 15 years of experience driving growth across tech, tourism, higher education, and agency sectors, Rubina leads data-driven, growth-focused strategies that fuel brand visibility and revenue. Known for her early adoption of social media platforms and now AI, she's at the forefront of marketing innovation, having built internal GPTs and tested a wide range of AI tools to push marketing performance further. Beyond her corporate role, Rubina serves as Director of Digital Adelaide (South Australia's largest marketing conference) and is a key driver of Adelaide's emerging AI events.</p> <p><b>Key Topics</b></p> <ul><li><b>Overcoming "late to the AI party" fears</b>: Transform anxiety into systematic learning</li><li><b>One-hour-per-week AI testing</b>: Friday afternoon framework for testing solutions</li><li><b>Building custom GPTs</b>: Achieve 80% first-draft quality with brand voice</li><li><b>Strategic AI tool testing</b>: Compare tools for real problem-solving vs trends</li><li><b>Opus Clip for video repurposing</b>: Transform long videos into social clips</li><li><b>Rebecca Webber's AI success</b>: Cut assessment time from 60 min to 30 sec</li><li><b>Prompt engineering demystified</b>: Clear communication, not specialist role</li><li><b>Navigating AI restrictions</b>: Build business cases when IT blocks tools</li></ul> <p><b>Resources &amp; Links</b></p> <p><b>People Mentioned</b></p> <ul><li><a href="https://www.linkedin.com/in/stephenmayall/" target="_blank">Stephen Mayall</a> - Growth marketer focusing on AI and agentic workflows</li><li><a href="https://www.linkedin.com/in/tim-lillyman-1804a2149/" target="_blank">Tim Lillyman</a> - Marketing leader at XPON Technologies Group, active in AI and automation</li><li><a href="https://au.linkedin.com/in/axelsukianto" target="_blank">Axel Sukianto</a> - B2B SaaS marketer and growth marketing advisor</li><li><a href="https://www.linkedin.com/in/chrischow91/" target="_blank">Christopher Chow</a> - Head of Growth Marketing at Smokeball, LinkedIn video creator</li><li><a href="https://www.linkedin.com/in/rebecca-weber-12b64b248" target="_blank">Rebecca Webber</a> - Literacy leader at the Department of Education, South Australia, developed an award-winning AI assessment tool</li><li><a href="https://www.linkedin.com/in/simonsinek/" target="_blank">Simon Sinek</a> - Author of "Start with Why"</li></ul> <p><b>Companies &amp; Tools</b></p> <ul><li><a href="https://90seconds.com/" target="_blank">90 Seconds</a> - Rubina's company, a global video creation platform</li><li><a href="https://www.opus.pro/" target="_blank">Opus Clip</a> - AI video clipping tool for creating viral shorts from long videos</li><li><a href="https://www.canva.com/magic/" target="_blank">Canva Magic</a> - AI features within Canva for design and content creation</li><li><a href="https://chat.openai.com/gpts" target="_blank">Custom GPTs</a> - OpenAI's customisable AI assistants</li><li><a href="https://www.linkedin.com/company/department-for-education-sa/" target="_blank">Department for Education, South Australia</a> - Organisation where Rebecca Webber developed an award-winning AI assessment tool</li><li>Social Media Club Adelaide - Early adopter community mentioned by Rubina</li></ul> <p><b>Books &amp; Resources</b></p> <ul><li><a href="https://simonsinek.com/books/start-with-why/" target="_blank">"Start with Why" by Simon Sinek</a></li></ul> <p>Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across</p> <p>APAC: <a href="https://xgrowth.com.au/newsletter" target="_blank">https://xgrowth.com.au/newsletter</a></p> <p><b>Contact &amp; Credits</b></p> <p><b>Host: </b><a href="https://www.linkedin.com/in/vinnieromano/" target="_blank">Vinnie Romano</a></p> <p><b>Guest:</b><a href="https://www.linkedin.com/in/rubinacarlson/" target="_blank"> Rubina Carlson</a></p> <p><b>Produced by: </b><a href="https://www.linkedin.com/in/shoda/" 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>

<p>Marcus Sheridan reveals why most businesses are failing to win trust in an AI-disrupted world, and exactly what to do about it. The bestselling author of <i>They Ask You Answer</i> and <i>Endless Customers</i> breaks down the four pillars of becoming the best-known and trusted brand in your market: saying what others won't say, showing what others won't show, selling differently, and being more human than your competition.</p> <p>From publishing service call data that manufacturers begged his client to hide, generating over $35 million from a single pricing article, Marcus shares real-world case studies that prove radical transparency isn't just good ethics, it's exceptional business. This episode is essential for listening for any founder or marketer who refuses to play it safe.</p> <p><b>Guest Introduction</b></p> <p><a href="https://www.linkedin.com/in/marcussheridan/" target="_blank">Marcus Sheridan</a> is a world-renowned communication expert, author, and keynote speaker who has delivered over 750 transformational presentations across dozens of countries. Called a "web marketing guru" by <i>The New York Times</i> and named by <i>Forbes</i> as "1 of 20 Speakers You Don't Want to Miss", Marcus is the author of <i>They Ask You Answer</i> (named "One of the 5 Best Marketing Books of All Time" by BookAuthority) and <i>Endless Customers</i> (a <i>USA Today</i> national bestseller). He saved his swimming pool company, River Pools, from the 2008 crash through radical content marketing, transforming it into the most-visited swimming pool website globally. With over $1 billion in economic impact generated for companies worldwide, Marcus is also the co-founder of<a href="https://priceguide.ai/" target="_blank"> PriceGuide.ai</a>,<a href="https://www.impactplus.com/" target="_blank"> IMPACT</a>,<a href="https://marcussheridan.com/" target="_blank"> Marcus Sheridan International</a>, and<a href="https://questionfirstgroup.com/" target="_blank"> Question First Group</a>.</p> <p><b>Key Topics</b></p> <ul><li><b>The four pillars of trust</b> and why almost no companies consistently say, show, sell, and act more human than their competitors</li><li><b>The Yale Appliance case study:</b> How CEO Steve Sheinkopf became the most trusted voice in his industry by publishing service call data that threw major manufacturers under the bus</li><li><b>The Big Five content topics:</b> Why cost content is the number one traffic and sales generator, and the five levels of pricing transparency</li><li><b>The pricing estimator revolution:</b> Why companies see 300-500% increases in qualified leads overnight, including the Scottish shed company that saw 500% more leads in one weekend</li><li><b>AI's massive impact on search:</b> How over 60% of Google searches don't result in clicks, and why YouTube will become more important than your website</li><li><b>Building a personal brand:</b> Why trying to look smart destroys credibility, and why knowing who you are is not more important than knowing who you are</li></ul> <p><b>Resources &amp; Links</b></p> <p><b>People Mentioned:</b></p> <ul><li><a href="https://www.linkedin.com/in/steve-sheinkopf-021a636/" target="_blank">Steve Sheinkopf</a>, CEO at <a href="https://www.yaleappliance.com/" target="_blank">Yale Appliance</a></li><li><a href="https://www.linkedin.com/in/roryvaden/" target="_blank">Rory Vaden</a>, Speaker, Author, Co-founder of <a href="https://brandbuildersgroup.com/" target="_blank">Brand Builders Group</a></li><li><a href="https://www.linkedin.com/in/garyvaynerchuk/" target="_blank">Gary Vaynerchuk (Gary Vee)</a>, Entrepreneur, Chairman of <a href="https://vaynerx.com/" target="_blank">VaynerX</a></li><li><a href="https://www.linkedin.com/in/sethgodin/" target="_blank">Seth Godin</a>, Author, Entrepreneur, Marketing expert</li></ul> <p><b>Companies &amp; Tools:</b></p> <ul><li><a href="https://www.riverpoolsandspas.com/" target="_blank">River Pools</a>, Marcus' fiberglass pool manufacturing company</li><li><a href="https://priceguide.ai/" target="_blank">PriceGuide.ai</a>, Pricing estimator platform</li><li><a href="https://www.impactplus.com/" target="_blank">IMPACT</a>, Marketing agency and training company</li><li><a href="https://marcussheridan.com/" target="_blank">Marcus Sheridan International</a>, Speaking and consulting</li><li><a href="https://questionfirstgroup.com/" target="_blank">Question First Group</a>, Sales and leadership training company</li></ul> <p><b>Books &amp; Resources:</b></p> <ul><li><a href="https://a.co/d/cot50PJ" target="_blank">Endless Customers</a> by Marcus Sheridan</li><li><a href="https://a.co/d/hy7I8jK" target="_blank">They Ask You Answer</a> by Marcus Sheridan</li></ul> <p>Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across</p> <p>APAC: <a href="https://xgrowth.com.au/newsletter" target="_blank">https://xgrowth.com.au/newsletter</a></p> <p><br /></p> <p><b>Contact &amp; Credits</b></p> <p><b>Host: </b><a href="https://au.linkedin.com/in/shoda" target="_blank">Shahin Hoda</a></p> <p><b>Guest: </b><a href="https://www.linkedin.com/in/marcussheridan/" target="_blank">Marcus Sheridan</a></p> <p><b>Produced by:</b> Shahin Hoda and Alexander Hipwell</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>