CMO, PR, or Agency?
Explainer for B2B tech founders to inform their go-to-market strategy: what to prioritise, if they should hire a CMO or a PR agency to “get us out there”. The decision lies in the maturity of their messaging.
Roundtables: Why Should You Use Them?
For enterprise technology and deep science brands, breaking into a new market or launching a complex solution presents a steep uphill battle. You cannot simply cold-email a Chief Information Security Officer (CISO), a Chief Information Officer (CIO), or a Data Innovation Officer and expect them to sit through a product demo. These high-value decision-makers are aggressively guarded by corporate gatekeepers and possess a natural allergy to transactional sales pitches.
To capture their attention, you have to change the sandbox entirely. You must transition away from direct selling and move toward a sophisticated stakeholder management and communications approach.
Why Thought Leadership is a Whole-Funnel Tactic
For decades, traditional corporate boards have viewed B2B Public Relations through a narrow, top-of-funnel lens. It is frequently categorized as a "nice-to-have" marketing expense—a tool built exclusively for vague brand awareness, crisis management, or celebratory product announcements.
This view is fundamentally flawed. In the complex, highly regulated enterprise B2B space, authentic thought leadership operates as a high-velocity, whole-funnel engine that directly accelerates sales cycles, shortens procurement timelines, and protects existing client revenue.
The Cross-Border PR Playbook
One of the most expensive mistakes a expanding technology vendor can make is treating Southeast Asia as a single, homogenous market. While the phrase "APAC expansion" looks neat on an investor deck, the operational reality on the ground is a highly fragmented patchwork of distinct languages, vastly different newsroom cultures, and contrasting regulatory pressures.
To scale effectively across Singapore, Malaysia, Indonesia, the Philippines, and Thailand, global B2B brands must abandon decentralized country-by-country chaos and move away from generic, region-wide press releases. Instead, success requires a highly disciplined Hub-and-Spoke model that balances unified narrative control with deep local execution.
To sell a strawberry, build trust locally, then sell internationally
Build trust locally, then sell internationally
What can we learn from Korean strawberries? And from other great examples of building trust in Asian markets?
Trust is earned first in a small circle, then it radiates outward, carried by the people at the centre, writes Illka Gobius AMIPRS in her essay for the IPRA International Public Relations Association thought leadership series.
"Today, to earn trust, the practitioner's job is not to find the right channel. It is to find the right person. A node exists in every market, every category, every stakeholder universe. Finding them, earning the right to work with them honestly, is at the heart of modern communications."
Redefining Category Perception for a Global Real Estate Leader
For the international real estate sector, Pinpoint PR executed a multi-channel, PESO-driven integrated campaign to launch a first-of-its-kind property exhibition, cleanly differentiating JLL Residential from its parent commercial brand and capturing a massive share of the Southeast Asian buyer market.
Turning Complex Science into Market-Moving Narratives
This playbook establishes a repeatable, strategic framework designed to strip away technical obscurity and replace it with a compelling, high-stakes narrative. Grounded in a real-world multi-million dollar exit, this methodology demonstrates how sophisticated PR can accelerate regulatory approvals, unlock global commercial demand, and drive corporate acquisition.
Building Advocacy to Launch a New Trade Show
For the inaugural launch of THAIFEX - HOREC Asia, Pinpoint PR engineered a high-touch market-entry and ecosystem-building campaign designed to completely overcome launch skepticism and drive immediate commercial velocity. Through our signature #TogetherforHoReCa Stakeholder Puzzle Campaign, we deployed a sophisticated, physical-to-digital hybrid activation that gamified B2B engagement for the region’s top 100 industry association leaders.
Building B2B Websites for AEO, GEO, and SEO
The B2B technology buyer’s journey is fractured. What was a clean, linear marketing funnel—where a prospect types a broad keyword into a search engine, clicks a blue link, downloads a PDF, and enters a sales loop—is dead.
Website Writing in 2026
How to write a website targeting B2B service buyers in 2026. A practical guide for professional services firms targeting senior B2B buyers.
Is Your Website Talking to the Wrong Audience?
Is your website talking to the wrong audience? Most professional services websites suffer from the same flaw: they’re written for the people who own the company, not the people who hire them.
300 hours writing proposals
This year, for the first time ever, I estimated the time I had spent on proposals. The grand total? Three hundred hours in four months.
One hundred of those hours went into a single brief—a large retainer pitch where we made it to the final two, only to lose. We didn’t lose because our strategy was weak. We lost because we intentionally left something out, believing it didn't belong in that stage of the process. The client disagreed.
That’s the kind of loss that keeps you up at night. It’s not like getting clearly outgunned by a competitor; it’s the sting of realising you are wrong…