This week on the pod, Shahin is joined by Ed Locher to chat about the ever-changing marketing playbook and what we can expect to see in the future of marketing tactics.
The episode covers the following:
- How the role of marketing is changing
- Creating demand vs capturing demand
- The evolution of marketing tactics
- What KPIs you should focus on
Ed is a global B2B marketing executive with over 20 years of experience helping public, private, and PE-backed organisations create value through revenue acceleration and organisational optimisation. Combining his experience in technology and process improvement with visionary strategy, he has transformed marketing teams to transcend antiquated practices and expectations.
With graduate degrees in engineering and business, Ed brings a data-driven methodology that removes subjectivity from marketing to deliver quantitative proof of marketing’s contribution to organisational value. He has helped establish marketing as a competitive differentiator in companies ranging from $30M to over $1B in ARR.
Originally from Boulder, Ed enjoys his family, running and cycling, rescuing big dogs, and Charles Dickens.
Resources mentioned in this episode:
- Holistic Marketing - Ed Locher
- Start with Why - Simon Sinek
- Carilu Dietrich
- Sam Jacobs
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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 [email protected]
APAC's B2B Growth Podcast
APAC's B2B Growth Podcast (formerly Growth Colony) is a bi-weekly interview show unpacking trends, busting myths and delivering insights B2B marketing and sales leaders across Asia-Pacific can put to work today.
Each episode, host Shahin Hoda sits down with a marketing leader, sales leader, founder or operator who has a real point of view, not a generic take.
Guests bring specific stories from inside their own companies: what worked, what failed and what they'd do differently.
We cover what's actually driving B2B growth in the region: account-based marketing built for APAC rather than adapted from a US or UK playbook, sales and marketing alignment, and founder and operator commentary from people doing the work, not just talking about it.
If you're a B2B marketing or sales leader in Australia, New Zealand, Singapore or anywhere else in Asia-Pacific trying to build pipeline from strategic accounts, this show is for you.
Hosted by Shahin Hoda, founder of xGrowth. xGrowth is an account-based marketing and go-to-market agency helping global B2B technology companies improve customer acquisition, build qualified pipeline and win strategic accounts across APAC.
The agency works with regional sales and marketing teams to identify priority accounts, develop coordinated campaigns and turn commercial opportunities into measurable growth.
With specialist regional expertise and hands-on execution support, xGrowth gives lean marketing teams the strategy and capacity needed to enter new markets, reach enterprise buyers and grow valuable customer relationships.
New episodes every two weeks. Subscribe so you don't miss one, and sign up for the xG Weekly newsletter for more insights on B2B growth across APAC.