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This is where high-performing B2B teams come to sharpen their marketing, sales, and AI skills. 

- CXO roundtables
- AI marketing & sales training
- B2B copywriting

B2B Marketing Asia Podcast

The B2B Marketing Asia podcast features interviews with industry experts and thought leaders related to B2B marketing & sales in the Asian market. 

The podcast is aimed at marketing and sales leaders interested in staying up-to-date on the latest trends and developments. 

Potential podcast sponsors may be interested in reaching a targeted audience of 15,000 marketing professionals and business leaders.

YouTube: https://bit.ly/3UYXjPt
Audio: https://bit.ly/3AyixeM

Host

National University of Singapore

Teaching Marketing Innovation & Marketing Strategy at Asia's #1 Business School

Adjunct Lecturer

Singapore Management University

Career & Business Coach

Singapore University of Social Sciences (SUSS)

I teach personal branding and LinkedIn marketing related courses for corporates.

Associate Faculty

ESSEC Business School

Digital Marketing “professor” for the Masters in Management program, which is ranked 3rd in the world by FT

Adjunct Lecturer & Coach

Teaching cross-cultural business development at the world's #1 hospitality school

Visiting Lecturer

HEC Paris

Guest Lecturer

Nanyang Technological University

Taught modules for the “Digital Entrepreneurship” program

Parttime Lecturer

Happy Marketer

Helped Happy Marketer become the most awarded and media featured independent agency in Singapore. 

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Director of Content Marketing (July 2017 to current) 
Director of Marketing (July 2016 to June 2017) 
Head of PR (June 2015 - June 2016)

- 300,000+ website views generated 
- 100+ pieces of top-tier media coverage secured 
- 15+ award wins secured

Clients:
- INSEAD
- Institute of Banking & Finance 
- National University of Singapore (Lee Kuan Yew School of Public Policy)
- Space Matrix

Director of Content Marketing

Educator by Day, Dad by Night

The Journey of a Shy Kid

I was the kid with a speech impediment, terrified of speaking.

Fast forward: I’m a:

- Fortune 500 growth consultant
- B2B marketing & sales leader
- University lecturer 

How? 

By embracing the fear and showing up anyway.

If I can do it, so can you. 

Let’s connect on LinkedIn!

How ONE Reframed Reefer Cargo into a Global Movement

Most brands sell features.
ONE sold possibility.

Ocean Network Express didn’t want another “product campaign.”

They flipped the story, from what they ship to what customers can do because of it.

 That shift turned reefer cargo into a global movement.

Here’s how it worked 

1️⃣ Anchored on 3 universal values: Freshness. Trust. Reliability.
2️⃣ Gave each region freedom to localize the story.
3️⃣ Humanized the brand with expert interviews, thought-leadership quotes, and behind-the-scenes stories.

Same story. Different accent.
That’s what made it global. 

Insights via Sherry Luan, Head of Global Commercial Communication at Ocean Network Express.

Joe Escobedo (aka JoeGPT)

I never planned on seeing my own book. 

But when Dayu Tony J. was kind enough to buy several copies for his students and asked me to sign, I felt obliged.

And even though I was hiding in the far end of campus, my personal photographer and friend Debbie Tan found me and captured the moment.

Always a surreal feeling when Asia's most influential leaders send you a photo of them and your book. 

To think this was just an idea in my head several months ago...

...if I can do it, so can you!

Ranked #24 globally on Job Hunting books (Kindle)?!?!

Thanks to everyone who has already grabbed your copy! 

I hope it helps with your career journey. That’s the only reason I wrote the darn thing.

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Classroom learnings #9

Students biggest learnings: 

I used to believe websites were king.
Big, beautiful, credible.

Then I discovered the power of microsites.

Fewer clicks.
More focus.
Higher conversions.

In a world of short attention spans, simplicity wins.

A microsite isn’t just smaller - it’s smarter.
→ One page, one CTA, one purpose.
→ Personalized variations for each audience.
→ Faster testing, faster learnings.

That’s why today’s top marketers treat microsites as their new campaign playground.

Here’s the takeaway 👇

In marketing, less friction = more action.

What’s one small tweak you’ve made that boosted conversions?

(Special thanks to Min Erh MAH, Senior Director, JAPAC Marketing at Palo Alto Networks for sharing her experiences with us!)

Classroom lessons #9

Students biggest learnings:

I used to think marketing = creativity.
Now I know it’s creativity + structure.

The best campaigns follow one loop:
Plan → Execute → Measure → Repeat.

Use SMART goals.

Track KPIs that tie to business outcomes, not vanity metrics.
And build systems that learn and adapt.

Because great marketers don’t chase trends - they engineer predictable results.

Here’s how it works 👇
Test small → learn fast → scale what works.

What’s one metric that truly reflects success for you?

(Big thanks to the wildly charismatic Divika Jethmal, Head of Marketing, Asia at CARMA, for sharing her experience with us!

Some people were meant for the big screen 

Their charm and charisma are unparalleled. 

I'm, of course, referring to:
- Philip Fenton
- Tim Johnston
- Siva Ganeshanandan
- Assaf Tarnopolsky

Bringing my popcorn!

Taplio

Joe Escobedo's Linkedin Analytics

Joe Escobedo

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