Europe

The State of B-to-B Marketing in Asia: Moving Toward Digital 

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By Ruth P. Stevens

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While teaching in Hong Kong for the semester, I’ve had the chance to meet some very interesting people. A standout in the B-to-B marketing field is David Ketchum, CEO of the demand generation agency Current Asia, and author of “Big M, little m Marketing: New Strategies for a New Asia.” David also serves as chairman of the Digital + Direct Marketing Association of Hong Kong. He kindly agreed to answer some questions based on his perspective on B-to-B developments in Asia.

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Headshot of Ruth P. Stevens

Ruth P. Stevens

Ruth P. Stevens consults on customer acquisition and retention, and teaches marketing at companies and business schools around the world. She is past chair of the DMA Business-to-Business Council, and past president of the Direct Marketing Club of New York. Ruth was named one of the 100 Most Influential People in Business Marketing by Crain's BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She is the author of Maximizing Lead Generation: The Complete Guide for B2B Marketers, and Trade Show and Event Marketing. Ruth serves as a director of Edmund Optics, Inc. She has held senior marketing positions at Time Warner, Ziff-Davis, and IBM and holds an MBA from Columbia University.

Ruth is a guest blogger at Biznology, the digital marketing blog. Email Ruth at ruth@ruthstevens.com, follow her on Twitter at @RuthPStevens, or visit her website, www.ruthstevens.com.

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