Does the term “ABM” make your eyes sparkle or brows furrow? Account-based marketing (ABM) seems to have the uncanny ability to elicit a range of reactions from B2B marketers—excitement, optimism, scepticism, and everything else in between. We suppose that’s because, on one hand, marketers know that ABM can deliver powerful results but, on the other, the road to...

Marketing technology is no doubt an essential part of the marketing strategy. And the global market is becoming saturated — there were approximately 5,000 marketing technology competing globally in 2017 that exponentially increased to more than 7,000 by 2019 as famously portrayed by Scott Brinker’s Martech 5000 supergraphic. With too many options, marketers are...

We’re living in a time where travelling has become a luxury; where business and consumer behaviour have been thoroughly disrupted. While no sector has been spared, the tourism sector, in particular, has had to put on its creative hat and quickly experiment with new ways to adapt to the demands of both overseas and local consumers. Singapore Tourism Board (STB)...