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Tag: B2B Marketing

  • Robert Lai on Entreprenuership, Family, and Culture

    Robert Lai on Entreprenuership, Family, and Culture

    Intro

    Robert Lai is a Singaporean-based entrepreneur and marketing leader who founded Kaliber Performance Marketing Agency and leads the APAC Marketers community. In an industry often criticized for its lack of transparency and high burnout, Rob chose to build a business by leaning into values first and solving the “problems” that make people dislike agencies.+4

    In this episode, we talk about his journey moving across three continents—from Sydney to New York to Singapore—and the adjustments required to lead teams in diverse cultural environments. Rob shares the raw reality of starting a business during the onset of COVID-19 and the hard decisions he has made to protect his team, including his proud practice of “firing” clients who are not a good fit.+4

    From bombing a high-stakes presentation for HubSpot and LinkedIn to reframing networking as “hosting,” this is a conversation about perspective, the impact of fatherhood on decision-making, and the resilience inherited from his father’s survival through war.

    Story Highlights

    • Founding Kaliber in Singapore in 2020 without local contacts or anticipating the pandemic +2
    • Leading with values and solving the specific problems that make people “hate” the agency industry +1
    • Adjusting leadership styles between the directness of Australia and the “mind-reading” required in Asian business culture +2
    • The strategic decision to fire clients to build team momentum and protect culture
    • Overcoming a major public speaking failure by transferring negative energy into productive action +3
    • Reframing the “necessary evil” of networking into a passion for hosting and community building +3
    • How fatherhood created a “black and white” filter for prioritizing time and saying no to distractions +3
    • Inheriting a sense of perspective from his father’s experiences during wartime +3
    • Building the APAC Marketers community as a way to provide impact beyond commercial execution +2

    Quote

    “I’m like, nothing you are going through is as bad as that… I would rather have my problems than have his problems. That, to me, just sort of able to help me reframe a little bit. Take a step back… and get over yourself real quickly.” +1

    About Robert Lai

    Robert Lai is the founder of Kaliber, a performance marketing agency based in Singapore, and the leader of the APAC Marketers community. With a career that spans roles at Google and various agencies across Australia and the US, Rob has developed a leadership philosophy centered on alignment, passion, and objective-focused results. He is a lifelong learner who started his first business at 21 and now focuses on creating a model that attracts and retains the top 1% of talent and clients. Outside of his professional work, he is a husband, a young father, and an active participant in the Singaporean marketing ecosystem.+4

    Why This Conversation Matters

    Rob’s story illustrates how radical perspective can simplify complex business and personal choices. By using his father’s survival of war as a baseline for “hardship,” Rob demonstrates a unique ability to process failure and rejection without getting stuck in emotional loops. This episode provides a blueprint for anyone struggling with the “performative” aspects of professional life—like networking or public speaking—by showing how to pivot toward your natural aptitudes rather than settling for incremental improvements in areas that don’t fit.+4

    Turning Points

    Rob’s career was defined by constant movement and a refusal to “stand still,” changing six companies in six years to maximize learning. A major pivot occurred in 2020 when he chose to launch Kaliber in Singapore despite the global pandemic and a lack of local network. Another internal shift came after a failed speaking engagement for HubSpot, which led him to stop doing panel discussions and instead focus on speaking where he could “wear his heart on his sleeve”. The most recent shift has been fatherhood, which transformed his relationship with time from a commodity to be spent into a sacrifice to be carefully weighed.+4

    Key Lessons

    • Use personal history to reframe current struggles
    • Lead with values by deciding what you don’t want to be
    • Firing a client can be a more powerful team-builder than hiring one
    • Objective-focused thinking makes difficult tasks easier to execute
    • Don’t get better at networking; find a way to host instead +1
    • Alignment is more important than raw effort or pushing through a lack of talent +1
    • Fatherhood is a “hack” for business productivity and decision-making +1

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  • What Teaching Marketing at NUS Reminded Me About Storytelling

    What Teaching Marketing at NUS Reminded Me About Storytelling

    Last week I gave a guest lecture to about fifty marketing undergraduates at the National University of Singapore. Standing in front of students just beginning their careers took me back to my own start – except I never studied marketing in school. I learned it by doing: launching campaigns with shoestring budgets, experimenting with untested channels, and learning from people who knew more than I did. Those lessons compounded over time through curiosity, observation, and plenty of trial and error.

    What struck me during the lecture is how much a marketing career still follows that same pattern. You’re always learning, adjusting, and adapting as you go.

    Theory Meets Reality

    The topic was “Choosing Marketing Channels and Tactics.” Simple in theory, messy in practice. Choosing the right mix isn’t about following a playbook, it’s about understanding your audience, clarifying your objectives, and making hard trade-offs with limited time and resources. A tactic that dominates in one market can die quietly in another. What looks brilliant in a deck doesn’t always survive contact with actual customers.

    I structured the lecture around three principles that have consistently guided my work:

    Adapt to local market needs. Every market is different. What resonates in Australia might fall flat in Japan. Across APAC, localization isn’t a buzzword – it’s survival.

    Fail fast. The sunk cost fallacy kills campaigns. Learning to stop, extract the lesson, and pivot quickly is one of the most valuable skills you can develop.

    You can’t do everything everywhere all at once. Focus wins. Prioritize the channels and tactics that actually drive results instead of diluting your impact across too many fronts.

    What Actually Connected

    To illustrate these principles, I shared real examples from my own campaigns: the wins and the embarrassing failures. This connected and showed how important stories are to getting your message across. The students asked great questions, they wanted to know how decisions were actually made under pressure, what went wrong, and what I’d do differently knowing what I know now.

    It reminded me how powerful stories are for making sense of complexity. Stories give structure to the chaos of real projects. They show what principles look like when applied under constraints, with incomplete information, and with real consequences. Even when you’re discussing data or tactics, stories make the information stick because they reveal the human side, the pressure, the uncertainty, the learning.

    Beyond the Classroom

    This applies far beyond teaching. In marketing itself, the campaigns that cut through are built around clear, human stories. Behind every effective message is a narrative: a problem worth solving, a change that needs explaining, a better way forward. Tools and metrics matter, but they’re scaffolding around the story, not the story itself.

    Great marketing doesn’t start with channels or tactics. It starts with understanding the story you’re trying to tell and who needs to hear it. Everything else flows from there.

    Looking Forward

    Leaving that classroom, I felt genuinely optimistic about the next generation. These students were engaged, skeptical in the right ways, and hungry to understand how the industry actually operates. If they hold onto that curiosity and keep building their own stories through experience, they’ll be more than ready for whatever marketing becomes next.

    The fundamentals don’t change: understand your audience, tell a clear story, adapt when reality pushes back, and never stop learning. Everything else is just choosing which tools to use.

  • Breaking Barriers and Building Bridges: 5 Lessons from a Trailblazing Career

    Breaking Barriers and Building Bridges: 5 Lessons from a Trailblazing Career

    Every conversation I host on the podcast teaches me something new, and my episode with a marketing agency leader was particularly enlightening. My guest shared insights on topics ranging from career development to overcoming challenges as a working parent, providing a lot of actionable advice along the way. Here are the top five lessons I took away from our conversation.

    1. Integration, Not Balance

    The term “work-life balance” has been around for decades, but my guest challenged its validity. For many of us, balance feels like an impossible goal—like trying to perfectly weigh a scale when life is inherently unpredictable. Instead, they offered a different perspective: integration.

    Integration means weaving work and life together in a way that makes sense for you and your priorities. It’s about accepting that you can’t have everything at the same time but can still create a fulfilling life through careful planning and intentional decisions. This approach also requires setting boundaries and communicating with the people around you about what matters most.

    For example, my guest shared how they’ve learned to advocate for support within their family. Whether it’s a partner, child, or extended family, open conversations about what you need to succeed can help create an environment where you’re not only supported but celebrated for pursuing your passions and ambitions.

    2. The Power of Communities

    Moving to a new city or starting over in a new environment can be daunting, but one of the ways my guest adapted was by finding and building communities. From professional networks to volunteer organizations, communities are a lifeline, especially during times of transition or uncertainty.

    Being part of these networks doesn’t just help you meet new people—it can give you access to diverse perspectives, shared experiences, and even opportunities you may not have known existed. My guest’s story reinforced that communities can be a source of resilience. They found that being surrounded by driven, supportive people helped them navigate challenges and feel less isolated.

    Interestingly, they emphasized how volunteering not only allows you to give back but can also be a personal growth tool. Volunteering in professional or high-stakes environments, like planning events or managing projects, builds transferable skills while also fostering connections.

    3. Networking is About Genuine Curiosity

    If you’ve ever dreaded walking into a networking event, you’re not alone—I know I’ve felt that way more times than I can count. My guest, who describes themselves as an introvert, had some fantastic advice for making networking less intimidating: approach it with curiosity.

    They highlighted the importance of asking thoughtful questions to shift the focus away from yourself. Networking becomes much easier when you’re genuinely interested in the person you’re speaking to, rather than worrying about impressing them. For example, instead of opening with generic small talk, ask about someone’s motivations or what excites them most about their work.

    This approach does more than ease the awkwardness; it creates meaningful conversations and connections. People appreciate being heard and valued, and by directing the focus to them, you often walk away with new insights or inspiration.

    4. Career Planning is Ongoing

    We often think of career planning as something we do early on—choosing a major in college or landing our first job—but my guest stressed that it’s an ongoing process. As we grow and change, so do our goals, and taking the time to reassess and recalibrate is essential.

    A particularly thought-provoking idea they shared was asking yourself the question: What do I want to retire as? For them, this exercise was about envisioning not just the title or role they wanted to hold but the legacy they wanted to leave behind.

    This long-term thinking helps clarify priorities and guide decisions. For instance, my guest realized they wanted to develop younger professionals, create award-winning campaigns, and work on a variety of projects before retiring. By identifying these aspirations, they were able to make strategic career moves to align with those goals.

    The lesson here is to continually check in with yourself. Are you on the path you want to be on? If not, what steps can you take now to move closer to where you want to go?

    5. Advocating for Yourself and Others

    One of the most powerful takeaways from our conversation was the importance of advocacy—both for yourself and for others. My guest shared examples of how they’ve had to speak up for their needs, whether in the workplace or at home, and encouraged others to do the same.

    This is especially important for working parents, and my guest provided valuable insights into the unique challenges faced by working moms. They emphasized the need for planning, support, and communication. For example, involving partners in childcare responsibilities and educating children about the value of their parents’ work can make a significant difference.

    But advocacy doesn’t stop at the individual level. My guest highlighted the need for systemic change in how workplaces view and support working parents, particularly mothers. While they expressed some pessimism about how much progress can be made in the short term, they remain committed to driving conversations and raising awareness.

    One poignant story they shared involved a leader who, while trying to be considerate, made a decision on behalf of a working mom without consulting her. It was a reminder of how important it is to give people the agency to make their own decisions and to ask what kind of support they need rather than assuming.

    Bringing It All Together

    These lessons resonated with me because they speak to universal themes: the importance of prioritizing what matters, building meaningful connections, and staying proactive in both personal and professional growth.

    What struck me most about this conversation was how these ideas intersect. Advocating for yourself requires clarity on your priorities, which can come from reflecting on your career goals or seeking advice from your community. Likewise, balancing—or integrating—your work and personal life often depends on having a strong support network and the courage to ask for help.

    Each of us has the power to implement these lessons in our own way. Whether it’s joining a community, rethinking your career trajectory, or simply starting a conversation at your next networking event, small steps can lead to meaningful change.

    Listen to the full episode here!

  • Christel Goh on Building a Business, Motherhood, and the Power of Origin Stories

    Christel Goh on Building a Business, Motherhood, and the Power of Origin Stories

    Intro

    Christel Goh is the founder and CEO of Grow Public Relations, a Singapore-based agency that helps startups and SMEs get featured in the media and build their brand reputations. She began her career in communications, but it was a personal project — creating localized games for her grandmother with dementia — that changed the course of her life.

    In this episode, Christel shares how that social enterprise opened her eyes to the power of storytelling, how she turned freelancing into a thriving agency, and what it’s like building a business while becoming a mother. We talk about entrepreneurship, content creation, work-life balance, and how she and her husband learned to run a company together without losing themselves along the way.

    Story Highlights

    • How a social enterprise for her grandmother sparked a business idea
    • Transitioning from corporate life to entrepreneurship
    • Building Grow PR from a freelance project into a full agency
    • Navigating motherhood and business growth at the same time
    • Working with her husband as a co-founder and learning balance

    Quote

    “Couples might reach a point where maybe you don’t have the same goals anymore. We have certain business goals that we are working towards. So it forces us to have a bit more alignment in the things that we do.”

    About Christel Goh

    Christel Goh is the founder and CEO of Grow Public Relations, an agency helping startups and SMEs amplify their stories across Southeast Asia. She started her career in PR, working both in-house and at agencies, before launching a social enterprise that connected her personal life to her professional skills. Since then, she has built Grow PR into a regional team serving clients across multiple industries. Christel is also a LinkedIn content creator, writer, and advocate for honest storytelling in business.

    Why This Conversation Matters

    Christel’s story is about growth in all its forms — from side hustles to startups, from individual ambition to shared goals in marriage. Her experience as a new mother and entrepreneur reveals the tension between purpose and pressure, and how alignment, both at home and at work, is what sustains long-term success.

    Turning Points

    What began as a personal project for her grandmother evolved into a new career path. When Christel saw how effective PR could be for small businesses, she left her stable corporate job to freelance full-time, later hiring her first employee the same year she became a mother. With her husband joining as co-founder, the business continued to grow even during COVID-19. Along the way, Christel learned that leadership requires constant learning, structure, and the courage to let go — in business and in life.

    Key Lessons

    • Origin stories matter. People connect with why you started, not just what you sell.
    • Growth takes structure. Systems free you to focus on what matters.
    • Partnership needs alignment. Shared goals strengthen both marriage and business.
    • Learning never stops. Coaches, mentors, and curiosity keep you moving forward.
    • Balance is built, not found. Boundaries evolve as you do.

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  • Abby Ling on Career Growth, Motherhood, and Finding Strength in Community

    Abby Ling on Career Growth, Motherhood, and Finding Strength in Community

    Intro

    Abby Ling is a marketing leader and community builder who currently heads the Singapore branch of a fast-growing international agency. With a career that spans global brands like Meta, Ogilvy, and McCann, Abby has navigated career pivots, parenthood, and leadership while staying deeply connected to her community through her volunteer work with TEDxSingapore and the People’s Association.

    In this episode, we talk about how Abby built her career after moving from Beijing to Singapore, what she’s learned about networking, and how she defines work-life integration as a working mother. She shares candid lessons about career breaks, leadership, and why she believes success comes from knowing what season of life you’re in.

    Story Highlights

    • Moving from Beijing to Singapore and rebuilding her career
    • How volunteering with TEDxSingapore shaped her network and perspective
    • Navigating long job searches and learning to stay patient
    • Her approach to leadership, hiring, and mentoring young marketers
    • Why she sees “work-life balance” as “integration,” not perfection

    Quote

    “There isn’t any work-life balance. I never call it balance because you cannot get everything you want. I think it’s integration. You have to choose a lifestyle, and then convince people what you’re doing is important to you and how they can support you.”

    About Abby Ling

    Abby Ling is an experienced marketing professional and agency leader with over 15 years of experience across international brands and markets. She currently leads the Singapore branch of a regional marketing agency, overseeing teams and campaigns across Asia. Beyond her professional work, Abby is an active volunteer with TEDxSingapore and the People’s Association, contributing to events that bridge creativity, storytelling, and community.

    Why This Conversation Matters

    Abby’s story is about ambition grounded in purpose. Her honesty about motherhood, leadership, and burnout offers a realistic look at what it means to pursue growth while staying human. She reminds us that career success doesn’t have to mean constant hustle — it can also mean clarity, boundaries, and meaningful relationships.

    Turning Points

    Abby’s first major transition came when she moved to Singapore and spent almost a year searching for the right job. Later, after having her daughter, she took a 14-month career break to prioritize family — a decision that gave her perspective on what she truly wanted from work. Returning to marketing, she focused on roles that aligned with her values: collaboration, mentorship, and impact. Today, she continues to lead by example, advocating for women in leadership and redefining what a sustainable career looks like.

    Key Lessons

    • Work-life balance is a myth. Integration and planning create sustainability.
    • Community builds opportunity. Giving your time often brings more back than expected.
    • Be intentional with choices. The wrong role can slow long-term growth.
    • Support matters. Success at work starts with help at home.
    • Representation inspires. Visibility helps the next generation believe they can too.

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  • Inside the Journey of a Marketer: 5 Lessons in Authenticity and Career Growth

    Inside the Journey of a Marketer: 5 Lessons in Authenticity and Career Growth

    On my second episode of Before We Get There, I sat down with a guest whose marketing journey was anything but traditional. He shared valuable insights, from early setbacks in life and battling imposter syndrome to balancing life and work. Here are the top takeaways for those looking to grow both professionally and personally.

    1. Authenticity Isn’t Just a Buzzword, It’s Essential
    One of the most important points my guest emphasized was the role of authenticity in building a personal brand, particularly on LinkedIn. In a space often criticized for its “overly professional” or even inauthentic vibe, he found that staying true to himself brought a strong following and meaningful engagement. He learned that being genuine isn’t just about what you say, but about engaging consistently, and connecting with others on a deeper level. For anyone looking to grow their network or build a brand, his advice is clear: authenticity is what will make you stand out and attract the right audience.

    Photo by Nick Morrison on Unsplash

    2. Imposter Syndrome Is Part of the Journey
    He admitted that self-doubt—often called imposter syndrome—is something he still encounters. Seeing seasoned professionals with extensive careers often made him question whether his content was “good enough.” His approach to overcoming this was focusing on why he was sharing in the first place: to connect, to learn, and to help others. Staying grounded in his purpose helped him keep perspective, reminding him (and all of us) that even the most experienced professionals feel this way at times.

    3. Embrace a Nonlinear Career Path

    The guest’s career path was far from linear. He started out in business development before moving into marketing, giving him a unique perspective on both roles. This broad experience, he explained, actually strengthened his abilities in marketing by giving him insight into different facets of business. For anyone with an unconventional path, this serves as a reminder that varied experiences can be powerful assets, bringing a well-rounded perspective to any role.

    4. Don’t Be Defined By the Conventional Path
    Rather than sticking strictly to traditional career metrics like job titles and salaries, my guest discussed the importance of finding fulfillment beyond work. His perspective shifted over time, moving from “climbing the ladder” to finding a balance that allows him to prioritize family, health, and well-being alongside his career. This broader perspective is one we can all benefit from: success isn’t defined by external titles but by a fulfilling, balanced life.

    5. The Power of Adaptability and Staying Open to New Experiences
    In his career, my guest transitioned through various industries, from education to FMCG to technology. Each transition brought him fresh insights and valuable skills. He shared that working across industries kept him adaptable, teaching him how to thrive in different environments and teams. This adaptability ultimately led him to find his place in the fast-paced world of tech, where he feels right at home today. This conversation was a refreshing reminder of how much we can learn from others’ unique journeys. Whether you’re just starting out or looking to refine your path, these lessons provide a roadmap for approaching work—and life—with purpose and authenticity.

    This conversation was a refreshing reminder of how much we can learn from others’ unique journeys. Whether you’re just starting out or looking to refine your path, these lessons provide a roadmap for approaching work—and life—with purpose and authenticity.

    Find out who this guest is by watching on YouTube or listening on Spotify or Apple Podcasts.

  • Kyson Xu on Personal Branding, Perseverance, and Building a Career with Heart

    Kyson Xu on Personal Branding, Perseverance, and Building a Career with Heart

    Intro

    Kyson Xu is a marketing professional, content creator, and LinkedIn storyteller whose thoughtful posts on career growth, resilience, and authenticity have made him one of Singapore’s most relatable marketing voices. A former business development executive turned regional marketer, he’s built his career across industries — from education to FMCG to tech — while steadily growing his personal brand online.

    In this episode, we talk about Kyson’s journey from failing his A-levels to finding his footing in marketing, how he overcame imposter syndrome, and what it means to build a career that’s not just successful but meaningful. He shares lessons on LinkedIn growth, fatherhood, leadership, and how to keep showing up even when life doesn’t go as planned.

    Story Highlights

    • How failing his A-levels became a turning point in his life
    • Moving from business development to marketing
    • Growing an authentic personal brand on LinkedIn
    • Lessons on engagement, content, and community
    • Redefining success as balance, not status

    Quote

    “You fall down seven, you get up eight. That’s the spirit I think all of us should have, regardless of whatever environment we’re caught up in. It’s always about moving forward, understanding what worked, what didn’t work, and how we can do better.”

    About Kyson Xu

    Kyson Xu is a Singapore-based marketer and content creator known for his authentic, high-engagement presence on LinkedIn. With a background spanning sales, FMCG, and technology, he has built a career rooted in curiosity and resilience. Kyson is also a husband and father, balancing work, family, and personal growth while mentoring young professionals on building sustainable careers and personal brands.

    Why This Conversation Matters

    Kyson’s story is a reminder that success isn’t linear. His journey from academic setbacks to professional stability shows how persistence, self-awareness, and authenticity can redefine what achievement looks like. For anyone navigating uncertainty or feeling behind, this episode offers perspective on progress, humility, and the quiet power of consistency.

    Turning Points

    After failing his A-levels, Kyson questioned everything — his education, his direction, his worth. Over time, he found clarity through small steps, moving into business development and later into marketing, where his curiosity and people skills flourished. His transition into tech and content creation gave him the freedom to combine creativity and impact. As he built a family, he also redefined success: not as position or pay, but as balance, kindness, and fulfillment.

    Key Lessons

    • Authenticity builds trust. Your real voice attracts the right audience.
    • Failure is feedback. Every setback helps refine your direction.
    • Consistency compounds. Show up, even when it’s uncomfortable.
    • Work-life balance is built, not found. Life comes before work.
    • Success is kindness. Leadership is about integrity and care.

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  • Strategic Engagement: The Key to Successful B2B Marketing in APAC

    Strategic Engagement: The Key to Successful B2B Marketing in APAC

    This week I was featured on Marketing Monday on CXOtv News. Here are the key highlights of the discussion. You can watch the full session here!

    As an APAC marketing leader, I’ve learned that strategic engagement – the combination of sharp strategic thinking and engaging customers and internal stakeholders – is crucial for success in this region. APAC marketing teams are often lean, requiring a highly strategic approach that doesn’t try to do everything everywhere all at once. But equally important is the “engagement” piece – directly connecting with customers to truly grasp their pain points and the value our solutions can provide, and internal stakeholders to collaborate and grow the business together. 

    Engaging Customers

    Marketers shouldn’t just be behind the scenes, relying on sales to be the front-facing team. I think it’s really important for marketing leaders and marketers at all stages of their career to be engaging directly with customers and not leaving that solely to sales or other teams.

    It obviously helps you understand the customers better, but it also allows you to build relationships with champions in customer organizations. That enables you to do more, provide more value, and grow your customer advocacy program. Over the past couple years, I’ve been working a lot on building up that customer advocacy – starting with basic customer stories, but then building to bringing people into roundtables, having them speak at webinars or conferences.

    That provides social proof and credibility to your prospects, because it’s not just you talking about your company and solution – it’s your customers speaking in their own voice about the challenges they faced and how your product helped. When we do presentations like that, the focus isn’t just on Kyriba or our solution – it’s on the customer’s whole journey. We really put a focus on the pain points and solutions around areas like financial transformation, treasury transformation, and liquidity planning.

    It doesn’t matter what your specific solution is – your C-level and director-level customers are going through similar challenges across different organizations. So it’s a great way to speak their language, show you understand what they’re going through, and make sure your message really resonates.

    From the customer’s perspective, these opportunities also help them build their personal brand, get internal and external visibility, and showcase their achievements. When I create a customer story, I try to make it focused on the individual’s personal journey – how they came into the organization, the problems they faced, and what they did to overcome those challenges and become successful.

    We’ve done that a lot, starting with simple customer case studies and then building up the relationships to the point where they can come speak at our events. That allows us to repurpose a lot of the content we create with them and get it back out in front of our prospects and customers to drive interest and awareness.

    Strategies for Building a Successful APAC Marketing Team

    For marketers at organizations based in the US or Europe, APAC can sometimes feel like the forgotten or overlooked region. It’s often the most siloed part of the global team, with less face time and visibility within the overall organization. That has both benefits and challenges.

    One of the key things I’ve found critical for building a successful APAC marketing team is increasing the internal visibility and recognition of the team’s work and accomplishments. Basic things like global all-hands calls being scheduled for US/Europe time zones mean APAC marketers can often feel left out of those important meetings and conversations.

    So it’s really important to be proactive about building up that internal visibility with senior leadership and other key stakeholders. Showcase your team’s work, highlight their wins, and make sure your voices are being heard. That’s going to be crucial for getting the resources and support you need to grow the team and execute successfully.

    The other dynamic I’ve noticed is that APAC teams often have more autonomy and independence compared to other regions. While it can sometimes feel isolating, that flexibility and agility can actually be a huge advantage. You have the ability to move quicker, try new things, and execute programs agiley.

    My philosophy is often to “do something first, then ask for permission later” – within reason, of course. I like to create pilot programs and test new ideas, then bring that to leadership as a tangible example of what we can achieve. It’s much easier to get buy-in when you have something visual and concrete to show, rather than just theoretical proposals.

    That willingness to be bold, innovative, and a bit of a trailblazer is key for APAC marketing teams. Don’t just wait to be handed down global campaigns to localize – take the initiative to come up with high-impact, engaging programs that can then be scaled and shared with the broader organization. That’s how you really elevate the profile and influence of the APAC marketing function.

    Aligning Marketing and Sales for Mutual Success

    It really comes down to the shared goals and objectives between marketing and sales. As a growth marketer or revenue marketer, our goals are fundamentally the same as sales – driving revenue and pipeline growth for the business.

    There used to be more of a stereotype or cliche around marketing and sales not getting along, with each side complaining about the other. Sales would say marketing isn’t providing enough quality leads, while marketing would say sales doesn’t follow up properly. But I’ve seen that dynamic shift significantly in recent years.

    I think it’s critical to recognize that we’re all on the same team, working towards the same overarching goals. When marketing and sales are truly aligned and collaborating effectively, we can be much more successful in achieving those objectives.

    A big part of that is speaking the language of sales. As a marketer, you need to be able to articulate the data and metrics that matter to sales – things like meeting and opportunity generation, source of pipeline, and return on marketing investment. Being able to tie your marketing programs and strategies directly to those sales KPIs is crucial for getting buy-in and alignment.

    Beyond just sales, I’ve also found it incredibly valuable to collaborate closely with other functions like BDRs/SDRs and the pre-sales/solutions engineering teams. The BDR team is the next step after marketing creates demand to turn that into opportunities, so having a symbiotic relationship there is vital. And the subject matter experts in pre-sales can be incredible assets for creating compelling, valuable content that resonates with your target audience.

    Ultimately, I think the key is to not let marketing become a reactive, order-taking function. We need to be proactive in setting the strategy, having the data to back it up, and clearly communicating that vision across the organization. Over-communicating the “why” behind marketing’s initiatives, and consistently showcasing our wins and impact, helps break down those old silos.

    It’s also important for marketing leaders to maintain a “yes” mentality as much as possible. Of course, there are times when we have to say no, but I try to flip that default to a yes, and then provide a clear rationale when something doesn’t fit. That helps build up trust and goodwill with our cross-functional partners.

    At the end of the day, marketing isn’t just a supportive function – we’re equals working towards the same goals. By taking a proactive, collaborative, data-driven approach, we can elevate the strategic importance of marketing and ensure tight alignment with sales and other key teams.


    Conclusion

    In summary, strategic engagement has been the key to my success as an APAC marketing leader. It’s about combining sharp strategic thinking to navigate lean resources, with deeply engaging customers and internal stakeholders to truly understand their needs and collaborate effectively. By using data to guide our approach, providing value-driven thought leadership, and directly engaging with customers, we can position marketing as a strategic partner, not just a support function. And for APAC teams often isolated from global initiatives, taking a proactive, innovative approach to increase visibility and autonomy is crucial. Ultimately, strategic engagement is about marketing leaders stepping up to drive real, measurable impact on the business – and that’s the key to successful marketing in the APAC region.

  • The Weekend Wind-Down #5 – March 24, 2024

    The Weekend Wind-Down #5 – March 24, 2024

    I had a great week here in Singapore with a fantastic user event and a lot of productive meetings. Here’s this week’s list of tidbits to help you wrap up the weekend!

    Most interesting study this week
    Singapore is known for its long work hours, hustle culture, and competitive work and school environments. However, it was ranked the happiest country in Asia once again according to the World Happiness Report. I was interested to see that the happiness ranking started off lower (50th globally) for people under 30, and rose through each age bracket until peaking (26th global) for people over 60. Overall Singapore ranked 30th globally, just behind Saudi Arabia and Kosovo. Singapore is amazing and the convenience, safety, food, public parks, and melting pot of people are just some of the reasons I’m personally very happy here and am glad to have made it my home.

    https://www.straitstimes.com/singapore/singapore-ranked-happiest-country-in-asia-for-two-years-running-30th-happiest-globally

    What I listened to this weekend
    One of my favorite podcasts is Talks at Google, I like the straightforward format and quality of the speakers and content. This week’s episode featured Rudrani Chettri, a champion for LGBTQ rights in India, she has founded several initiatives including BOLD, the first transgender modeling agency in India (and one of the few in the world). It was amazing to hear her story and the work she has done, well worth a listen!

    Best email I got this week
    While preparing for a new ABM campaign I came across a tool called SendSpark that scales video messaging. I signed up for a free trial and was super impressed with the welcome email I got (pictured below). I like that it is short and to the point, the subject line is unusual and eye-catching, and it is sent from the CEO herself. I also think it is a great idea to ask these two questions right off the bat, which allows SendSpark to get intel on their competitors as well as spark a conversation with new users.

    What I’m watching this weekend
    I’m a huge fan of food shows so after I finally signed up for Disney+, mainly to get access to all the kids’ stuff for my daughter, I started watching Uncharted with Gordon Ramsey. While I’ve enjoyed his shows like Hell’s Kitchen and Kitchen Nightmares (I even once worked at a restaurant that was featured on the show), I really am enjoying his humble attitude and seeing him explore other cultures and cuisines. He’s still cocky and a bit over the top, but he really acknowledges the quality of the local foods and chefs and tries to pay homage to them while integrating his culinary skills.

    Best marketing post I read this weekend
    Jon Miller, cofounder of Marketo, published the post The Marketing Playbook I Helped Create Doesn’t Work Anymore. Here’s the New B2B Marketing Playbook. There were many great points, but the one that caught my attention the most was when he talked about the over-reliance on lead generation campaigns and how we need to put more attention on awareness campaigns and “harder to measure branding”. He points out that buyers today prefer to stay anonymous longer and not have to fill out a form to view content. This resonates with me, as that is in line with what we are currently seeing and although I had to get used to the shift in ungated content and no lead-scoring, the results we are getting for inbound are true hand-raisers with high intent and fantastic conversion rates.

    Most heartwarming moment of the weekend
    I watched the original Lion King with my daughter for the first time and while she didn’t sit through the whole thing, I loved experiencing her excitement and dancing during the songs. The best part was when Simba was running around the cave playing with Mustafa at the start of the movie, he calls “Daaad, daaaaad!”, and my daughter started doing the same thing. We are going to the zoo next week and I can’t wait to see how excited she gets about the animals!

    That’s all for this edition, I hope you had a great weekend and wish you the best for the last week of Q1!

    Note: My goal is to eventually move this newsletter to email format which will land in your inbox every Sunday evening (Singapore time). Subscribe here if you want to receive this by email after I make the change.

  • The Weekend Wind-Down #4 – March 17, 2024

    The Weekend Wind-Down #4 – March 17, 2024

    Writing this after a busy week where I solo-parented almost the whole time. Had some great adventures with my daughter, played and explored together, and even got some relaxation in! Here’s the list for this weekend.

    Biggest marketing lesson from this weekend
    My last role was actually the first time I became more than passing acquaintances with a marketer I met at an event we were sponsoring. We started talking about work and business and ended up sharing a lot with each other about specific conferences and agencies. And now in my current role, I’ve started talking to another fellow marketer in the same industry that I met at a networking event. My previous thinking would be that I wouldn’t want to share too much information, even if we weren’t direct competitors. But these friendships have helped me realize we are all in this together, it isn’t a zero-sum game and we can learn a lot from each other.

    What I’m testing this weekend
    I finally subscribed to ChatGPT Plus, which gives you access to GPT 4, plugins, and more. I haven’t gotten too deep into testing yet, but my first impression is that I haven’t noticed a huge difference in the quality of the responses. I think the plug-ins, more current data, and longer memory will be the biggest benefits. The image generation is fun, but not any better than available alternatives. The most surprising thing so far is that it is noticeably slower than GPT 3.5, I’m not sure if that is due to more complex processing or checking more data, but I’m still looking forward to diving in deeper!

    What I read this weekend
    Taylor Swift has been all over my socials the past few weeks, having played 6 sold-out shows in Singapore. This Inc. article talks about her marketing savviness and dives into her upcoming concert movie being released right after her tour ends. I’m not a Swiftie (I haven’t listened to her music since she was a country star), but what caught my attention were the points on media releases and artists owning their licenses. I’ve been playing streaming services musical chairs recently after changing the card everything was subscribed to, and have been wondering what the future holds. I don’t think it is sustainable needing to have so many subscriptions, but on the other hand, I wouldn’t want everything to be controlled by one company either. Having a lower price point to pay for specific shows and movies I want to watch would be an option I’m in favor of.

    Biggest parenting lesson I learned this week
    I realized my daughter is far more independent and capable than I give her credit for. I thought I was pretty good about letting her learn and explore by herself, but this trip made me realize I could let her go even further on her own. She’s growing up super fast and already I can feel my perception of her falling behind her real stage. I don’t want to raise a sheltered kid, I want her to be confident, independent, and strong, so I’m going to be trying to consciously loosen the metaphorical leash from now on. Some highlights were her saying yes to questions I asked her even when I didn’t think she understood, her learning to close her mouth and dunk her head underwater, and her waking up and jumping off a 3-4ft high bed to go find me.

    Quote I’m pondering this weekend
    Seth Godin wrote this post about how important names are in marketing and says:
    “ChatGPT is a terrible name. And the trademark office in the US just denied them ownership in GPT, so even if they were a pioneer, that’s gone now. It’s hard to tell the story when you don’t know what to call it.”
    In some ways I think he’s right, it is a technical acronym, and I even switched two letters throughout a recent blog post and didn’t catch it until someone pointed it out to me. But, it got me thinking, could ChatGPT be on the road to evolving into another Kleenex or Taser? A name so synonymous with AI that people use it for anything that seems similar?

    Most impressive customer service I this week (and in years)
    Lazada is the Amazon/Taobao of Southeast Asia, and I use it to do tons of shopping. There are individual stores, but I usually don’t pay much attention to which I’m buying from unless I buy multiple things from one store for a discount. Last week I ordered something I wanted for this trip, but it hadn’t arrived by the night before my flight. I asked for an update midday, and they offered to send the item to me personally and come pick up the one they sent by courier when I’m back. Shoutout to Mystics Technology for going above and beyond, they certainly made me a loyal customer. It’s rare to see that level of service anywhere, much less from a small e-commerce store.

    That’s all I have for this week folks. Hope you had a fantastic weekend and have a great week ahead!

    Note: My goal is to eventually move this newsletter to email format which will land in your inbox every Sunday evening (Singapore time). Subscribe here if you want to receive this by email after I make the change.