Author name: Kay Zee

In today’s competitive B2B environment, training firms in the Middle East face a unique challenge: how to consistently attract decision-makers, executives, and HR leaders who value professional development. While referrals and word-of-mouth remain strong, LinkedIn advertising has emerged as one of the most effective channels for generating high-quality leads. This article explores LinkedIn campaign strategies […]

The consulting and training industry is booming across the Middle East and Singapore. With organizations heavily investing in leadership development, executive coaching, and management training, the demand is rising. But with increasing competition, the real question is: how can your consulting or training firm stand out and win more high-value clients? The answer lies in

In the B2C world, performance marketing has long been recognized as a powerhouse for driving measurable growth. But when it comes to B2B companies, the picture looks a little different. Many B2B leaders ask the same question: how much of our business really comes from performance marketing? The answer isn’t one-size-fits-all—but research gives us some

Metrics beyond CTR and CPC that truly indicate pipeline success Most B2B marketers obsess over CTR (Click-Through Rate) and CPC (Cost Per Click) when evaluating ad performance. While these metrics are useful for diagnosing ad efficiency, they don’t reveal whether your campaigns are actually moving the needle on pipeline and revenue. In fact, you could

In B2B marketing, trust isn’t built overnight. Your prospects don’t convert just because they saw a clever ad once. Instead, they go through a journey — from awareness to consideration to decision. The secret to guiding them smoothly through this journey is ad sequencing: a structured flow of ads that tells a story, nurtures trust,