By Patrick Keenan, Managing Director, LITMUS. This article was originally published on eCommerceNews Asia. B2B tech companies invest heavily in content. Whitepapers, research reports, webinars and executive articles are produced with significant time, budget and internal expertise. Yet too often, these assets are treated as one-off outputs — published once, promoted briefly, and then left behind. This is not a…
Fifteen years and zero scandals. When Tim Cook formally hands over the Apple CEO title to John Ternus on September 1, 2026, it will mark the end of one of the cleanest leadership runs in modern corporate history. Not the most flamboyant. Not the most visionary, at least not in the way the press likes to romanticize. But clean and…
By Patrick Keenan, Managing Director, LITMUS. This article was originally published on CMOtech Asia. All companies need to communicate — to customers, partners, investors and talent — across a growing mix of channels: owned platforms, earned media, social and digital. So, should you build an internal communications team to manage this, or buy capability through an external resource? The Case…
By Patrick Keenan, Managing Director, LITMUS. This article was originally published on CMOtech Asia. Tech companies across Southeast Asia are not short of expertise. They have deep technical teams, proprietary data and real-world implementation experience. Yet much of that knowledge never reaches the market in a way that influences how buyers think, evaluate or decide. This is the gap between…
By Patrick Keenan, Managing Director, LITMUS. This article was originally published on Data Center News Asia. In B2B enterprise technology, brand is not built through campaigns alone. It is built through people: leaders, experts, innovators. They carry a company’s expertise, define its point of view and shape how it is understood in the market. Yet in many organisations, executive visibility…
By Patrick Keenan, Managing Director, LITMUS. This article was originally published on CMOtech Asia. In enterprise B2B technology, marketing is always under pressure. Higher targets, stagnant budgets, and expectations of immediate pipeline and revenue. For CEOs, managing directors and CMOs across Southeast Asia, the question is less how much to spend (more is always nice), but how to allocate that…
Fragmented marketing limits growth, while integrated communications align narrative, channels, and data to build trust and accelerate impact. By Patrick Keenan, Managing Director, LITMUS. This article was originally published on e27. In ASEAN’s fast-growing digital economy, many startups and B2B technology companies operate with lean teams and tight budgets. And their communications are often fragmented: PR on one track, content…
World Intellectual Property Day, observed annually on April 26 and established by the World Intellectual Property Organization (WIPO), has become an important date on the global business calendar. As AI-generated content, digital piracy, and cross-border data challenges change the competitive landscape, robust IP protection is more strategically essential than ever. PR teams have a unique opportunity to position brands as…
By Patrick Keenan, Managing Director, LITMUS. This article was originally published on CMOtech Asia. What is a “brand” in enterprise sales? A “brand” is why buyers choose you over other options because of your credibility, track record and ability to deliver. Brand is building and keeping trust before a sales conversation even begins, which we discussed in our earlier article…
Narrative clarity helps Southeast Asia startups align teams, build trust, and stand out as markets grow more competitive and complex By Patrick Keenan, Managing Director, LITMUS. This article was originally published on e27. After years of expansion and strong funding, Southeast Asia’s startup environment has shifted. Capital is tighter, investor scrutiny is higher, and startups face increasing pressure to demonstrate…