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By
Pipin Firmansyah
User-centric SEO strategy for B2B in 2025: enhancing UX and E-E-A-T
SEO in 2025 is no longer about chasing algorithms. It’s about understanding people. Today’s search strategies must be built around user experience, genuine expertise, and content that provides real value. Organic search accounts for 53.3% of all website traffic, proving that high-quality content and an SEO-focused user experience drive real results. Google’s AI-driven algorithms are […]
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By
Gemma Manning
Getting the balance right: what’s next for B2B marketing?
B2B marketers are navigating an era of unprecedented change and disruption driven by AI, new technologies, geopolitical tensions, and ongoing uncertainty. The constantly evolving landscape we find ourselves in is likely to accelerate even further. The rapid rise of disruptive technologies, shifting buyer expectations, and changing consumer behaviour are reshaping how businesses connect with their […]
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By
Gemma Manning
Why thought leadership is even more essential as a key business driver in the digital age for B2B brands
Building credibility and trust has always been a strategic imperative for any business, especially in the B2B world. And in 2025, it has become even more essential, requiring executive buy-in and commitment. However, with the rise of AI-generated content and an overwhelming flood of digital information, consumer scepticism is at an all-time high. What content […]
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By
Pipin Firmansyah
Zombie site: how stale content can undermine your B2B growth
In B2B marketing, website is more than an online brochure, it’s a lead generation engine, a trust builder, and a key driver of long-term growth. However, without regular oversight, a once-effective website can slowly lose its ability to attract and convert the right audience. Many business websites slowly transform into what’s known in SEO as […]
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By
Gemma Manning
The crucial role of the “Big Rock” asset in B2B lead generation
In B2B marketing, lead generation campaigns are the holy grail for any business striving for growth and expansion. The average valuation of the content marketing industry is expected to be $600 billion in 2024. After all, sales are a business’s lifeline, and having a healthy pipeline is necessary. However, amid the meticulous planning of marketing […]
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By
Gemma Manning
Championing business inclusivity and diversity across the region
How we manage to create business inclusivity and diversity at work This year, I made the risky decision to relocate to Singapore to further drive the expansion of my two interconnected companies, Gemstar Technology (a tech launchpad) and Manning & Co. (a strategic marketing consultancy). The move has been hugely positive in many ways. Unfortunately, […]
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By
Gemma Manning
The 7 principles to building a winning marketing strategy
Crafting a robust marketing strategy is crucial for thriving in today’s competitive landscape. Many business owners and even corporate marketers wrestle with the concept—while they recognise its importance, the thought of executing it can be daunting. Questions like “Where will I find the time?” or “Do I really need a strategy?” often arise. However, relying […]
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By
Gemma Manning
Has B2B marketing lost its way? 5 things businesses must do to course correct
Discover the critical shifts and challenges facing B2B marketers in 2024. From short-termism pitfalls to an increasingly tactical approach, here are 5 critical things businesses should do to course-correct their approach and navigate this evolving landscape. I have been in marketing for more than 20 years and have seen it all – different cycles, different […]
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By
Haekal Aditya
The pros and cons of AI in content generation: all you need to know
Over the last 18 months, like most industries, the marketing, media and communications sectors have been turned upside down with the proliferation of Generative Artificial Intelligence (AI). Undoubtedly, AI has revolutionised the landscape of content creation, offering unprecedented capabilities that extend far beyond traditional methods. AI technologies enable the generation of content at a scale […]
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By
Gemma Manning
Top 5 B2B marketing trends shaping 2024
As we cross the threshold into Q2 for 2024, the landscape of B2B marketing continues to evolve rapidly. B2B marketing refers to the strategies and activities undertaken by companies to promote their products or services to other businesses rather than individual consumers. It involves identifying and targeting specific businesses or industry sectors, understanding their unique […]
