Field Notes from Enterprise B2B Marketing

AI Is Changing Search From Both Sides

In the last three months, every client meeting I've walked into has had the same question waiting for me.

When Your Marketing Team Becomes a Copy-Paste Factory

Yesterday, a CMO in Singapore told me her team spent three days writing 15 headline variants for a new campaign. Then their Sales VP changed the target persona. They had to start over.

Your Persona Research Has a 30-Day Shelf Life

Your persona research is already outdated. And you don't even know it yet.

Clicks Don't Close Deals: Proving Your Marketing Drives Pipeline in SEA

Every Regional Marketing Director in SEA has had this moment: You're presenting beautiful-looking metrics to leadership when someone asks the question that makes your stomach drop. Not "How many clicks?" or "What's our CTR?" The question that matters: "How much revenue did marketing actually drive?"

Continuous Testing: The Hidden Lever for 30% Lower CPL

A Marketing Director in Singapore recently confessed to me: 'We've been running the same hero campaign for 8 months because every test variant needs three levels of approval. Meanwhile, our CPL keeps climbing.'"

One Budget. One Funnel. 22% Lower CPL

Last month, a global 3PL CMO in Singapore pulled up her Q1 dashboard with visible frustration. "We spent $180K on brand awareness campaigns, got great reach metrics, then scrambled with $40K in Q4 when we desperately needed leads for year-end targets. We missed pipeline by over 50%."

Stop Spray-and-Pray: Platform-Fit Creatives in SEA

In my work with B2B teams across Southeast Asia, I consistently see the same pattern: 42% of APAC marketers run campaigns across 4+ platforms, yet most simply resize the same creative for each channel. When I audit their campaigns, the result is always clear—platform mismatch typically drives acquisition costs 30-40% higher than they need to be.

From Job Titles to Real Conversations: B2B Message Personalisation

The $47K Persona Mistake: Why Job-Title Targeting Murders Your CPL

Three months of targeting "IT Directors in Southeast Asia" had produced exactly what that broad persona deserved: a pile of unqualified leads that sales wouldn't touch. Her Cost Per Lead? $340. Her conversion rate from lead to sales conversation? 0%.

Simranjit Singh: Conquering Cancer With Data

There's a GPT For That: 10 Top Custom GPTs for Marketers and Creatives

We’ve seen ChatGPT take the world by storm over the past year, but it seems like we’ve only scratched the surface. Open AI has pulled another ace out of its sleeve – custom versions of ChatGPT that you can create for a specific purpose, called GPTs. It’s a new way for anyone to create a customised version of ChatGPT to help with tasks at work, or even at home. Best part? No coding required. Creating one is as easy as starting a conversation. Try it out at chat.openai.com/create

4 Learning Platforms to Level Up Your AI Skills

In the swiftly evolving realm of Artificial Intelligence (AI), keeping up with the latest developments and techniques is crucial. Whether you're a marketer looking to harness AI's power or a student delving into the intricacies of machine learning, online platforms offer a treasure trove of knowledge. We'll start with a broad approach and share four of the best platforms to supercharge your AI learning journey.

Generative AI Takes the Lead in SAP's Be Ready Campaign

In a world where speed is everything, businesses need to be ready for anything. SAP knows this better than anyone. That's why they launched a 10-day activation campaign that used generative AI to show rather than tell businesses how SAP can help them stay ahead.

What's the Real Score Between Marketing and ChatGPT? The B2Human Perspective

Much has already been said about ChatGPT, the chatbot powered by a large language model trained by OpenAI that's taken the world by storm in recent months. Millions of people have already signed up to check out the platform, and they’re using it to come up with all sorts of things, from poems and business strategies to diet plans and screenplays. Some are asking ChatGPT to write code!

5 Ways to Avoid Greenwashing in Marketing

Just kidding, there are no 5 ways. Now that I have your attention, note that none of this will be easy.

The Who, What, Why & How of Branding

The Digital 2022 Global Overview Report revealed that there are 4.62 billion social media users around the world in January 2022. This figure equals 58.4% of the world’s total population, although it’s worth noting that social media “users” may not represent unique individuals (learn why).

DMP vs CDP - What's the difference and what should you be using?

DMPs and CDPs are both tools that marketers use to better understand their customers, but there are important differences to understand before deciding which will work best for your Enterprise.

Your 3-Minute Guide to Augmented Reality (AR)

Pokemon GO. Harry Potter: Wizards Unite. Snapchat. These applications brought Augmented Reality (AR) into the limelight in recent years. The technology has truly enhanced the way we interact with our world, making it a more fun, engaging, and vibrant place to live in.

The Different Types of Call-to-Actions CTAs (and The Martech Tools To Help You Master Them)

The good marketers would know that Call-To-Actions (CTAs) should come in the form of buttons. But the even better marketers know that simple buttons just don’t cut it in some use cases. Here are some of the different formats CTAs and their accompanying copy come in, and the software you can use to create them.

The Marketing Behind Pokemon and the Secret to its Recurring Success

If you haven’t already heard or seen it, the trailer for the movie Pokémon: Detective Pikachu dropped this week and at time of writing, has gained over 30 million views on youtube and more than 34 million views on Facebook. This is the first time Pokémon have been rendered realistically in a film and departs from the usual look and feel from all the previous animated Pokémon movies.

We Took a Stab at Designing the National ID Card

As an agency that espouses good digital content, we take design very seriously. Far from being just an ornament or an icing on your brand, good design is in fact your identity, being communicated visually. whether you're an individual, brand or even a government body.

GDPR and PDPA: What's the Difference?

GDPR is going live next month. It’s got everyone around the world scrambling to make sure they’re compliant. Even the beleaguered Mark Zuckerberg has his team working on it, assuring senators and viewers of his testimony at the US Congress that Facebook will be GDPR-compliant in May.

10 Tried-and-Tested Viral Content Tactics

Every company with a digital presence longs for its content to go viral. The Merriam-Webster Dictionary defines "viral" as that which is "quickly and widely spread or popularized especially by person-to-person electronic communication."

How to Buy Bitcoin in Singapore

There's been a whole lot of buzz around bitcoin lately. Bitcoin seems to have become a constant talking point at just about every dinner party I've been at this past month.

8 Popular eCommerce Sites in Singapore

More consumers are now bringing their shopping experience closer to the digital front. With many turning to their mobile phones as their preferred purchasing tool, brick-and-mortar businesses are definitely in for a big shakeout. Behold, eCommerce is taking the retail experience to a whole new level.

The One Question That Matters Most to Your Target Audience

As marketers, we know the importance of understanding our audiences. We need to find out as much as we can about them and develop detailed buyer personas.

5 Creative Chinese New Year Marketing Ideas Beyond Discounts and Promotions

Chinese New Year is just around the corner! As usual, businesses everywhere are trying to cash in on the festivities. Many businesses in Singapore like to use Chinese New Year (or any festival come to think of it!) to offer discounts and promotions. Because we Singaporeans love good deals, don’t we?

Should you use .com or .sg for your Singapore Business?

For startups and new businesses, the TLD (top-level domain) of domain names pose a bit of a dilemma. Do you go with a .sg or .com.sg or just go with a generic .com or .biz? What impact will this have on your Search Engine results and the kind of traffic that you will see coming to your website?

Domain Registration in Singapore: The Complete Guide

Website design and development was once reserved for the technical community. A layman didn't need to know what a domain was for, much less register one.

B2B vs B2C Marketing: Know the Differences

A successful marketer needs to know what tactics work best for the business he is marketing.

Get SMART: Write Great Marketing Campaign Objectives

What these hilarious campaign requests have in common is the absence of objectives. You don’t need to be Benjamin Franklin to see that a campaign without objectives is a surefire “plan to fail”.

ROI in Marketing: Lifetime Value (LTV) & Customer Acquisition Cost (CAC)

Did you know that these two ROI metrics: Customer Acquisition Cost (CAC) and Customer Lifetime Value (LTV) are quite popular on Google?

GE2015: List of all Social Media Accounts of Contesting Political Candidates

Election fever is upon us once again. We've compiled a full list of social media accounts for all the political parties and their contesting candidates. All their Facebook and Twitter accounts in one handy list.