Axel Sukianto

I partner with early-stage B2B SaaS companies with growth marketing strategy and execution.

Specifically, I help early-stage startups work on:
• Setting up the "infrastructure" for marketing and growth, including the marketing funnel, demand generation, and inbound processes.
• Identifying your best growth marketing channels via experimentation
• Gap analysis of your current marketing processes for sales-led and product-led companies

I am working with (or have worked with) early stage companies, including:
• Bootstrapped B2B SaaS financial tech startup in Australia
• Seed stage B2B SaaS medical tech startup in Australia
• Seed stage B2B SaaS construction tech startup in Australia 
• Seed stage B2B SaaS communications tech startup in Australia
• Series A B2B SaaS marketing tech startup in Australia

Fractional Growth Marketing Director

Generate

Generate is the #1 B2B marketing community in Australia and New Zealand.

If you are an in-house marketer based in ANZ, check out our website here: https://www.generate.community

Founder

UpGuard

In my role, I am responsible for growth marketing, demand generation, content marketing, SEO, and marketing operations.

Marketing Director, Demand Generation

About UpGuard
UpGuard is a cybersecurity platform that helps global organizations prevent data breaches, monitor third-party vendors, and improve their security posture. UpGuard uses proprietary security ratings, world-class data leak detection capabilities, and powerful remediation workflows to proactively identify security exposures for companies of all sizes.

Marketing Manager

Horangi

In my role, I was responsible for revenue marketing at Horangi, which includes demand generation, digital marketing, SEO, marketing operations, and PR activities.

Horangi Cyber Security is a Singapore-based CREST-accredited company backed by a team of global cyber security experts in Asia and trusted by Industry leaders such as GOJEK, MoneySmart, PropertyGuru and Tiket.com.

Cisco

In my role, I was responsible for partner marketing activities (including marketing-to, marketing-with, and marketing-through all Cisco channel partners in Asia Pacific). 

Cisco helps seize the opportunities of tomorrow by proving that amazing things can happen when you connect the unconnected.

Partner Marketing Manager

Cisco Meraki

In my role, I am responsible for all things marketing, including demand generation activities and channel marketing campaigns in the Asia Pacific region.

Cisco Meraki offers a comprehensive portfolio of cloud-managed IT solutions designed
to work together to help deliver a modern network that is powerful, reliable, and easy
to manage.

Dropbox

In my role, I was responsible for various aspects of the small & medium business market in Asia Pacific, including:
- Growth of the SMB market of Dropbox and Dropbox Business in Asia Pacific through marketing campaigns, scaled initiatives, and data-driven projects
- Manage inbound leads for the SMB market of Dropbox and Dropbox Business in Asia Pacific
- Reporting on various the sales operational levers of the business, including via Salesforce reporting

Dropbox is a home for all your photos, docs, videos, and files. With 500 million signups under our belt, it’s exciting to see Dropbox connecting people around the world with everything that’s important to them.

APAC Marketing

Clayton Utz

I was a Lawyer in the Corporate / M&A group, with a primary focus on Private Equity transactions. I represented both local and international private equity funds in Australian transactions including fund structuring, mergers, acquisitions, corporate restructuring and IPOs. 

During the 3 years in my role, I worked on some of Australia’s largest and most complex legal transactions, which included:
- MYOB and Bain Capital on the IPO of MYOB, an AUD800 million IPO;
- Pacific Equity Partners in block trades of publicly traded companies Spotless and Veda.

Clayton Utz is a top-tier Australian commercial law firm. As a full-service commercial law firm, Clayton Utz has lawyers around the country with diverse and broad-ranging legal experience, across a range of industry sectors.

Lawyer

Paralegal in the Workplace Relations & Safety group of Clayton Utz, Sydney.

Paralegal

Summer clerkship rotations in the following groups of Clayton Utz, Sydney:
- Intellectual Property Litigation, and 
- Corporate M&A (Equity Capital Markets)

Summer Clerk

b2b saas marketer in australia | marketingcareers.com.au

over the past decade, I have worked with marketing and growth teams in b2b saas in australia 🇦🇺 and apac 🇸🇬 🇮🇩 to drive revenue with customer-focused marketing campaigns.

your network = the career insurance that actually pays dividends while you're still working.

butttttt we know that making friends as adults = hard. especially when you're deep in work and everyone's "too busy" for genuine connection.

at Generate - The B2B Marketing Community in ANZ, we (think) we’ve cracked this with our 1on1 matching program - speed dating / meet-a-new-person for marketers. 

via a platform called Donut, you opt in, get matched with another marketer once a month to chat (maybe grab an actual donut?), and actually connect.

three benefits that actually matter:

1/ 𝗰𝗿𝗼𝘀𝘀-𝗽𝗼𝗹𝗹𝗶𝗻𝗮𝘁𝗶𝗼𝗻 𝗼𝗳 𝗶𝗱𝗲𝗮𝘀 - yesterday's "tough" challenge becomes today's solved problem when you hear how someone else tackled it. different industries/segment/audience, but same marketing fundamentals.

2/ 𝗿𝗲𝗮𝗹 𝗿𝗲𝗳𝗲𝗿𝗿𝗮𝗹𝘀 𝗮𝗻𝗱 𝗼𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝗶𝗲𝘀 - i reckon a significant % job placements happen through networking and referrals. but more importantly, these connections refer customers, partners, and talent when you need them most.

3/ 𝘀𝗮𝗻𝗶𝘁𝘆 𝗰𝗵𝗲𝗰𝗸 𝘆𝗼𝘂𝗿 𝘁𝗵𝗶𝗻𝗸𝗶𝗻𝗴 - when you're deep in your own company bubble, an outside perspective can spot the blindspots you can't see. saves months of going down wrong paths.

this month, i got matched with Priscilla Ho, a marketer at a Smokeball Australia.  we talked about parenting, career pivots (we both didnt start in marketing), how fun our upcoming marketing projects are. we agreed that if we need help from each other in the future, at least we arent strangers anymore and we're more likely to help each other. 

the magic is in creating these opportunities to meet marketers outside your usual (work) circles. i would have never have had a 30min chat with priscilla otherwise! 

because when your industry shifts (and it will), when your company pivots (and it might), when opportunities arise (and they do) - your network becomes the bridge between where you are and where you need to be.

ps wanna meet other anz marketers? come join Generate - The B2B Marketing Community in ANZ and you will get to expand your network too.

axel sukianto

b2b saas marketer in australia | fractional growth marketing director

brilliant homepage design from Xometry (on-demand manufacturing platform): they've got a toggle switch right on their hero section.

left side = low volume manufacturing right side = high volume production

this is what more b2b saas companies could do when you've got: 
→ multiple distinct icps 
→ completely different use cases 
→ varying buyer journeys

instead of trying to frankenstein one "perfect" message that pleases no one, xometry lets visitors self-select their path immediately.

the visual execution is spot on too:
💡 dark theme for high volume (industrial, serious)
💡 light theme for low volume (accessible, approachable)
💡 same core value prop, different positioning

stop trying to be everything to everyone on your homepage. let your visitors tell you who they are first.

imagine having a Notion super user 24/7 to help you execute tasks better and faster… that is what Notion Agents and Notion 3.0 will bring.

announced earlier today at Make with Notion, the new Notion Agents is like having a super user built right into your Notion.

i got early access to Notion Agents and damn, it has already saved me time + made me more efficient.

===

i tested it out on an upcoming edutech website client project: i always start by researching the landscape and seeing what other websites in the space looks like before creating strategic recommendation for my client.

the result? Notion Agent created a database and populated it! it completed multiple steps from a single prompt, thinks, automatically reassesses and retries when it encounters an error.

===

instead of providing a simple reply to your prompt like other AI, the Notion Agent forms a plan (searches → reads → decides → updates → notifies) and executes it (it creates new pages within the database!!).

share your goals and they can handle multi-step tasks—creating multiple pages, updating information across your entire workspace, building an entire workflow.

im excited to play around even more to supercharge my notion pages and databases: an agent that has been trained on every Notion building block (!!!), and I plan to train it to understands my work + style + instructions to save it time.

https://ntn.so/AxelAgent

this post is sponsored by Notion.

#NotionPartner #MakewithNotion

plot twist: your subject line doesn't matter if your sender field sucks.

this is my actual inbox earlier in the week… want to guess which emails i'll open first?

spoiler: it's not the ones with the most clever subject lines.

it's "kelly from goldcast", followed by "aaron carpenter" - because i’ve seen their content before and the content that come from Kelly Cheng and Aaron Carpenter (nice job!).

meanwhile, most b2b marketers are obsessing over subject line a/b tests while their emails die because of terrible sender fields.

here's what actually works:

🟢 "first name from company" - personal + credible, ideally someone who is known in the industry and works at the company (eg, CEO, founder, or subject matter expert)

🟠 ”employee name” / “CEO name” - if the CEO is well-known in the industry.

🟠 ”employee name” - only if they are known or a subject matter expert, otherwise, who’s that? (who is sean bruce..)

❌ company name only - feels corporate and cold.

❌ “marketing @ company name” - people dont want to be marketed to..

i did a test for a client and switched their newsletters from “[company name]" to "[ceo] from [company]" and saw higher open rates overnight.

same content. same timing. different sender.

the only difference was adding a human name to the sender field.

my inbox behaviour proves this works.. think about why you open emails, because that is probably how your audience thinks about which email to open and read 💡 .

your prospects don't buy from companies. they buy from people they trust.

—-

anyone updating their marketing email sender fields today?

uniqlo has a storefront that their audience can see what they are selling in the store

myer has a storefront that can create memorable experience with the christmas displays

in b2b saas, what is your storefront? your website

your website is not only a digital space —> it is your storefront

it is often the first thing potential customers see: make that first impression count

here's the twist: your website strategy should be different depending on your business goals and growth stage

1/ 𝗲𝗮𝗿𝗹𝘆 𝘀𝘁𝗮𝗴𝗲: focus on your value proposition. why are you different? what problem are you solving? clearly communicate what sets you apart from the competition. you wont have as much website traffic but be sure to communicate well to those who visit your website. think about it as your digital elevator pitch.

2/ 𝗴𝗿𝗼𝘄𝘁𝗵: as you scale, your website should evolve too. you should have more resources to create more page, consider interactive content, like video, calculators, or interactive product tours. you want to engage your visitors. think of it as your business's interactive playground to showcase the best

3/ 𝗲𝘀𝘁𝗮𝗯𝗹𝗶𝘀𝗵𝗲𝗱: you’ve conquered the market. focus on your brand — your website should reflect your authority and market leading position. think of it as your digital trophy case.

most b2b companies claim they're the "new way" to do something. few actually prove it.

i visit saas websites for fun and add the cool ones to my swipe file. one website that caught my attention last week: Aligned.

aligned uses imagery + copy to back up their "new way" claim, and this is why it works:

𝟭/ 𝘃𝗶𝘀𝘂𝗮𝗹𝗶𝘀𝗲𝘀 𝘁𝗵𝗲 𝗰𝗵𝗮𝗼𝘀
the "old way" shows 10+ tools, endless emails, and "lost info." any b2b buyer thinks "that's my current nightmare."

𝟮/ 𝗺𝗮𝗸𝗲𝘀 𝗰𝗼𝗻𝘁𝗿𝗮𝘀𝘁 𝘂𝗻𝗱𝗲𝗻𝗶𝗮𝗯𝗹𝗲
one workspace vs scattered tools. 65% more stakeholder access vs hidden decision makers. the visual makes roi obvious.

𝟯/ 𝗮𝗱𝗱𝗿𝗲𝘀𝘀𝗲𝘀 𝗿𝗲𝗮𝗹 𝗯𝘂𝘆𝗶𝗻𝗴 𝗰𝗼𝗻𝗰𝗲𝗿𝗻𝘀
most b2b purchases replace broken processes. aligned positions as the solution to "email-file-chaos" and "single-threaded deals."

prospects aren't evaluating aligned against competitors - they're evaluating current pain against promised transformation.

that being said, aligned could improve by making "old way vs new way" the hero headline, not in paragraph text.

𝗼𝗻𝗲 𝘁𝗮𝗸𝗲𝗮𝘄𝗮𝘆: show prospects their current reality vs desired future state. make the contrast so stark that status quo feels painful.

when prospects visualise transformation, they're buying a better way to work.
==

i’m axel 👋. im a b2b saas marketer who loves websites 😂

all marketers want to grow the database (all that “email is dead” rhetoric is bs)

at least FIGS is honest in their comms about wanting your number for SMS marketing purposes 😂

the b2b buying process is evolving, and here's the twist: buying committees are growing larger

now your buyers involving stakeholders from various departments, each with unique perspectives and needs, making it a team effort

as marketers, you need to address the whole buying committee to influence your product positively (and make it a must-have)

what can you do?

𝟭/ 𝗸𝗻𝗼𝘄 𝘆𝗼𝘂𝗿 𝗯𝘂𝘆𝗲𝗿𝘀 𝗮𝗻𝗱 𝗺𝗮𝗽 𝗼𝘂𝘁 𝘁𝗵𝗲 𝗯𝘂𝘆𝗶𝗻𝗴 𝗰𝗼𝗺𝗺𝗶𝘁𝘁𝗲𝗲𝘀 𝗲𝗮𝗿𝗹𝘆
identify based on your historical deals who is part of the buying committee, find those job titles who are usually involved with researching/choosing solutions and identify their buying roles
outside in, it is impossible to know who is part of an org’s internal structure so there will be some research / guesswork / art attached to this.

𝟮/ 𝗽𝗿𝗶𝗼𝗿𝗶𝘁𝗶𝘀𝗲 𝗯𝗲𝘁𝘄𝗲𝗲𝗻 𝘁𝗵𝗲 𝗯𝘂𝘆𝗶𝗻𝗴 𝗿𝗼𝗹𝗲𝘀
some buying roles are matter more than others. you should identify who is the (i) decision maker, (ii) champion, (iii) economic buyer, (iv) end user, and (v) blockers. this will help with the next step
𝟯/ 𝘁𝗮𝗶𝗹𝗼𝗿 𝘆𝗼𝘂𝗿 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗮𝗻𝗱 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 𝘁𝗼 𝘀𝗽𝗲𝗮𝗸 𝘁𝗼 𝗱𝗶𝘃𝗲𝗿𝘀𝗲 𝗯𝘂𝘆𝗶𝗻𝗴 𝗿𝗼𝗹𝗲𝘀

within each buying role, identify their painpoint, connect your solution to that role+painpoint, and craft a position and message that resonates with that buying role. bonus: also craft a message that resonates with everyone at the table. you wont always have 1 hour to chat with a buying role, sometimes you only have time to win them over with some copy and an ad!

𝟰/ 𝗴𝗼𝗼𝗱 𝗼𝗹’ 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴: 𝗲𝘅𝗽𝗲𝗿𝗶𝗺𝗲𝗻𝘁 𝘁𝗼 𝗳𝗶𝗻𝗱 𝘁𝗵𝗲 𝗿𝗶𝗴𝗵𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗰𝗵𝗮𝗻𝗻𝗲𝗹𝘀
not all your channels will work for all your buying roles. as with (2) above, find your priority buying roles, find out where they hang out in terms of channels, and experiment with your content and messages. remember to tailor it to that buying role

𝟱/ 𝗯𝗼𝗻𝘂𝘀: 𝗰𝗼𝗼𝗿𝗱𝗶𝗻𝗮𝘁𝗲 𝘄𝗶𝘁𝗵 𝘆𝗼𝘂𝗿 𝘁𝗲𝗮𝗺 𝘁𝗼 𝗰𝗿𝗲𝗮𝘁𝗲 𝗮 𝘀𝗲𝗮𝗺𝗹𝗲𝘀𝘀 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲
your marketing does not work in a silo. your sales team is doing its best to reach out to the prospect. your CS team is evangelising the product via existing customers. make sure you coordinate with your team to have consistent positioning and messages so you go out with a unified message as a company. you don’t want two different members on a buying committee receiving different messages from sales and from marketing.

what else?

you're following your company's brand tone and voice, but what is *your * brand tone and voice?

i decided to pop some of my writing / linkedin posts to claude and found that is eerily accurate (you should do it too and see what the output is!)

*for you haters, yes, the lowercase is the first thing claude picked up on 😂

Taplio

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