Busting the Myths of APAC Expansion with Victoria Sampson (McCafferty)

Episode notes

In this episode, we dive deep into the complexities of building growth strategies across APAC with Victoria, who leads marketing for Thomson Reuters across an enormous remit spanning from Africa and the Middle East through to Japan and New Zealand. Victoria shares why expanding into APAC is fundamentally different from other regions, dispels common myths about APAC markets, and reveals how sophisticated buyers in these geographies are driving the future of B2B technology adoption. The conversation explores everything from the nuanced approach needed for different markets like Japan's trust-building requirements versus the rapid innovation appetite in Southeast Asia, to how geopolitical shifts create both opportunities and challenges. Victoria also shares her approach to creating bespoke research that serves as both thought leadership and demand generation, demonstrating how to move beyond traditional marketing tactics to become a true business growth driver. Guest Introduction Victoria Sampson (McCafferty) is a seasoned marketing leader with over 15 years of experience driving growth across Asia-Pacific.