# Joana Inch

- **Role:** Head of ABM & Automation
- **Organisation:** Hat Media

With 20 years in B2B tech and SaaS marketing, I’ve spent my career figuring out how companies really grow. Today I focus on go-to-market engineering, data architecture and AI-driven marketing systems, and I enjoy helping other marketers work out how to build growth engines that hold up.

## Biography

I’ve spent the last 20 years in digital marketing, most of it in B2B technology and SaaS. Somewhere along the way I became slightly obsessed with how companies actually grow. I don’t mean the polished version you see in conference keynotes. I mean the real mechanics: how go-to-market strategy gets built, how demand is created and captured, and why some companies scale while others stall.

Two decades of working through product launches, market shifts, new channels and plenty of experiments that didn’t go to plan have taught me that growth is rarely about one clever campaign. It comes from systems: the right data, the right architecture and teams who understand how every part of the engine connects. Most of what I know, I learned by doing it, getting some of it wrong, and working out why.

These days that curiosity has led me into go-to-market engineering, data architecture and AI-driven marketing systems. That’s where marketing is heading, and I think it’s one of the most exciting shifts our industry has seen. I’m particularly interested in how teams can use these tools to work smarter and build growth that holds up, without adding more noise.

I also care a lot about passing on what I’ve learned. I like helping marketers make sense of a landscape that changes every week, whether that’s untangling a go-to-market challenge, thinking through how to structure data or working out where AI actually adds value. If you’re building something, trying to grow or just want to compare notes, I’m always up for a good conversation.

## Speaking topics

- **ABM** — The only way to do B2B Marketing
- **SaaS** — The subscription economy & how to thrive in it

## Qualifications

- UNSW Career Discovery Mentoring Program, UNSW

## Education

- UNSW

## Publications

- [Go to Market: The marketing and scaling blueprint for startups](https://www.amazon.com.au/dp/1781335036?ref_=mr_referred_us_au_au) — Rethink Press, 2020
- [Account-Based Playbook: Understand, Engage and Retain the Modern B2B Consumer](https://www.amazon.com.au/Account-Based-Playbook-Understand-Engage-Consumer-ebook/dp/B0DWZPC7B5/ref=sr_1_1?crid=1YYMMSOLXA05R&dib=eyJ2IjoiMSJ9.EKDF2mcPNuQSVgH2dC8GuQ.onnvr3Ol4XtAQBvOcEMmvOOT7RvSUP4S8fHWX2befvk&dib_tag=se&keywords=account-based+playbook+joana+inch&qid=1791510204&s=books&sprefix=account-based+playbook+joana+inc%2Cstripbooks%2C214&sr=1-1) — Amazon, 2025

## Elsewhere

- https://www.linkedin.com/in/joanainch/

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Canonical page: https://www.hatiq.org/speakers/joana-inch
Updated: 9 October 2026
Published by Hat IQ (https://www.hatiq.org).