Join us for an insightful conversation with Jon Stona, who leads marketing at Airwallex, one of the fastest-growing fintechs in the world.

Operating across 130+ markets from their Singapore headquarters, Jon shares how they've built a modern marketing organisation that balances global consistency with local authenticity.

From the critical importance of product marketing to bold brand moves like their McLaren F1 partnership, this episode explores what it takes to scale marketing in the fintech space while challenging traditional B2B playbooks.

Key Topics Covered

Global Marketing Architecture

• Why Airwallex chose to build their marketing function from APAC rather than traditional hubs like Silicon Valley
• The strategic advantage of hiring talent familiar with fragmentation and global trade
• Managing distributed teams across multiple time zones and regions

Product Marketing as Foundation

• Why product marketing is the most under-invested function in marketing
• Jon's goal to grow product marketing to 10% of the marketing organisation
• The four-dimensional coverage model: product suites, geography, industry verticals, and competitive intelligence

Brand Building in Fintech

• The trust equation: reliability + credibility + intimacy - self-orientation
• How the McLaren F1 partnership addresses all four trust components
• Measuring brand impact through awareness surveys, pipeline metrics, and employee sentiment

AI and Marketing Evolution

• Practical AI implementations using tools like Writer and Profound
• The paradigm shift in SEO and content strategy
• Why AI advancement might make first-principles marketing even more important

Notable Quotes

"You're not marketing to business decision makers. You're marketing to humans who happen to make business decisions."

"If your core is strong, even as a human being, then the rest tends to get strength from that."

"Data is important, but data should not override common sense."

"Never lose sight of first principles... all good marketing starts with good insight."

Key Takeaways

1. Geography isn't destiny - Core marketing capabilities matter more than location when scaling globally
2. Product marketing is critical - It's the foundation that makes all other marketing efforts effective
3. Trust is multi-dimensional - Especially in fintech, building trust requires a strategic approach across multiple touchpoints
4. Human connection wins - Even in B2B, you're ultimately marketing to humans, not businesses
5. Bold moves differentiate - In a crowded market, calculated risks and creative approaches cut through the noise

Rapid Fire Insights

• Must-read resource: "Nudge" - behavioural economics and decision-making
• Key advice: Don't get trapped doing the same playbook everyone else uses
• What excites him most: The transformational potential of B2B marketing beyond marginal gains

Guest Bio

Jon Stona leads global marketing at Airwallex, a fintech unicorn that has grown from a Melbourne coffee shop startup to serving customers across 130+ markets.

Based in Singapore, Jon oversees marketing strategy for one of the world's fastest-growing financial infrastructure platforms, with a focus on building product marketing capabilities and bold brand initiatives that challenge traditional B2B conventions.

This episode is perfect for marketing leaders looking to scale globally, fintech professionals interested in brand building, and anyone curious about the future of B2B marketing in an AI-driven world.

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
• LinkedIn: Caleb Ralston
• Instagram: @calebralston
• Twitter / X: @calebralston

Resources Mentioned:

• YouTube: How to build a brand - Full course
• Workbook download
• Gary Vaynerchuk – Crush It
• Patty Galloway

Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: 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

Vinnie chats with a marketer who didn’t start her professional career in marketing but in hospitality. Now Marketing Manager at Logicalis, Morgan Wilkinson, 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

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 - Henry Cloud & John Townsend

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📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/

Hosted & Produced by Vinnie Romano, Allysa Maywald & Alexander Hipwell, from xGrowth.

🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16

And for all our other socials visit: https://mtr.bio/xgrowth

How do you market to someone who doesn’t even know what they’re looking for yet?

That’s the challenge with the mining industry, and we’re unpacking it all in this episode with Alex Lloyd, Head of Marketing for Advanced Navigation.

🎥 Prefer to watch the conversation?

We've got a link for you: https://youtu.be/bm3QGZPpfRc

From focusing on storytelling, to navigating complex stakeholder networks, and building account-level influence in one of the toughest B2B sectors out there, this episode also covers...

• Moving from product-led to value-led marketing
• Understanding the importance of Category Entry Points (CEPs)
• How to identify and speak to customer pain points that actually drive action
• Using content, humour, and empathy to win over mining giants like BHP and Rio Tinto
• And, why scoring accounts is critical in long-game industries (not just leads)

_________________

🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9

📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/

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 podcast@xgrowth.com.au

Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16

And for all our other socials visit: https://mtr.bio/xgrowth

"Innovation isn’t about shiny campaigns. It starts with people, process, and purpose."

Joining us for a second time on the podcast is Nicholas Kontopoulos, VP of Marketing APJ at Twilio. We explored what real innovation looks like, how to align marketing and sales in global teams, and how Nicholas uses AI.

🎥 Prefer to watch the conversation?

We've got a link for you: https://youtu.be/9btCAubJnT0

This episode covers...

• How Twilio’s APJ team is shaping their global strategy
• Nicholas’ formula: OP + NT = EOP
• What it means to be “AI Ready”
• Why transparency is just as important in the industry today

About Nicholas...

'Customer Experience' is more than marketing fluff; “it's a core business ideology that needs to be at the heart of everything we do professionally”.

Nicholas believes that both 'People' and the 'Promises' we make are at the very heart of a Brand - be that the Brand we work for or our very own Personal Brand.

He is passionate about challenging the 'status-quo' and 'management dogma' that stifles the creative thinking process that's paramount to delivering fantastic customer experiences.

Nicholas is continually striving to harness his 30+ years of professional experience, which he built across multiple industries and geographies, to develop innovative and viable business strategies for both the enterprise he works for and the great clients he gets to serve as VP of Marketing, APJ, at Twilio.

_________________

🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9

📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/

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 podcast@xgrowth.com.au

Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16

And for all our other socials visit: https://mtr.bio/xgrowth

Joining Shahin and Vinnie is marketing legend, Mark Ritson, Founder of the Mini MBA.

From almost buying Kylie Minogue's house, to consulting, and building a global brand, Mark shares with us the journey of his Mini MBA.

🎥 Prefer to watch the conversation?

We've got a link for you: https://youtu.be/FEVkez18g44

This episode also covers...

• Why small brands struggle
• Why "trust" doesn't actually matter for strong branding
• How pricing is the real key to profit (not revenue)
• The 95-5 rule
• Why salespeople should not create content (and who should)
• Mark's take on personal branding

About Mark...

Mark has a PhD in Marketing and spent 25 years working as a marketing professor. He was an Assistant Professor at London Business School and the University of Minnesota, an Associate Professor and then Adjunct Professor at Melbourne Business School, and Visiting Professor at MIT and SMU.

He’s also worked as a global brand consultant for clients that include Baxter, Loewe, McKinsey, Subaru, Donna Karan, Westpac, Shiseido, Flight Centre, Johnson & Johnson, De Beers, Sephora, Benefit, Amgen, Ericsson, Penfolds, Jurlique, Cloudy Bay and WD40.

For thirteen years, Mark served as the in-house brand consultant for LVMH - the world's largest luxury group - working in Paris with senior executives from brands like Louis Vuitton, Dom Perignon and Hennessy.

He’s been a columnist for 20 years, writing a weekly column for Marketing Week. On five occasions, he’s been voted Columnist of the Year at the PPA Press Awards, the highest award for magazine journalism in the UK. Mark’s also been the British Society of Magazine Editors Business Columnist of the Year in 2018, 2022 and 2023. More scholarly publications include articles in the Sloan Management Review, Harvard Business Review, the Journal of Advertising and the Journal of Consumer Research.

These days, Mark focuses on his Mini MBA courses at his home base in Tasmania.

_________________

🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9

📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/

Hosted & Produced by Shahin Hoda, Vinnie Romano, Allysa Maywald & Alexander Hipwell, from xGrowth.

🚨 We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16

And for all our other socials visit: https://mtr.bio/xgrowth

Every day, the macro environment continues to shift. Geopolitical conflicts disrupt supply chains, economic shifts shake industries, and new business pressures emerge overnight.

So we spoke with General Manager of Factiva, Traci Mabrey, who shared how AI is transforming risk management.

🎥 Prefer to watch the conversation?

We've got a link for you: https://youtu.be/9gwL9GMrqKI

This episode covers...

• The biggest risks businesses should be tracking right now
• How predictive AI is helping companies see risk before it happens
• A real-world example of how an oil company avoided massive losses
• Why tariffs, supply chains & compliance are the next big things you should keep an eye on
• How financial services shaped modern risk management
• The practical steps businesses must take now to protect their future

About Traci...

Traci Mabrey is General Manager of Factiva, a business intelligence platform owned by Dow Jones. She has commercial oversight for the Factiva portfolio and since joining Dow Jones has led the strategic reimagination of the Factiva experience for the next generation of decision-makers. She is also tasked with infusing AI into the entire Dow Jones portfolio, starting with financial products.

Traci has deep expertise in financial services technology and wealth management. Previously, she was the head of wealth solutions, global technology and operations for Broadridge Financial Solutions, where she governed a suite of top-tier wealth management and market data solutions.

As a recognised thought leader and content contributor, Traci is a frequent speaker at industry events and an author of several articles and white papers. She lives in New York and is active in professional women’s organisations, as well as nonprofits committed to financial coaching and skill-building for the next generation.

Resources mentioned in this episode:

• Letters to a Young Poet
• Satya Nadella
• Christina Brady

_________________

🗞 Join our newsletter: https://forms.gle/NaN6W8qj1qQsfpTe9

📚 Get your copy of the latest ABM in APAC Report here: https://xgrowth.com.au/abm-report/

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 podcast@xgrowth.com.au

Or fill out this Google form: https://forms.gle/ybDTyjEreR1WiUg16

And for all our other socials visit: https://mtr.bio/xgrowth