Tag: B2B

Thailand – Minor Hotels has unveiled a major brand transformation, evolving into a guest-centric masterbrand focused on delivering innovative and meaningful hospitality experiences.

Minor Hotels’ transformation, driven by a new brand identity, enhanced digital experience, and streamlined loyalty and B2B offerings, aims to deliver what matters most to guests, team members, and stakeholders.

The new masterbrand strategy unites Minor Hotels’ eight hotel brands—Anantara, Avani, Elewana Collection, NH, NH Collection, nhow, Oaks, and Tivoli—along with its travel experience brands under one banner, enhancing brand visibility and strengthening its position among stakeholders.

Under its major brand overhaul, Minor Hotels unveils a fresh new look. The revamped logo features an arrowhead within the ‘M,’ symbolising direction and guidance—reflecting Minor’s role in shaping meaningful guest journeys.

The refreshed visual identity includes a new colour palette, signature fonts, and striking photography. Anchored by the brand essence ‘What Matters Most’, Minor Hotels’ voice aligns with the evolving needs of guests, stakeholders, and team members.

Guests will experience the rebrand across digital and mobile platforms, marketing, sales channels, and on-property interactions. Multi-brand communications and advertising will further elevate Minor Hotels’ presence, leveraging its hotel brands to strengthen awareness.

Each of Minor Hotels’ brands will retain its unique identity while benefiting from the masterbrand’s development. The rebrand also introduces a new brand architecture, grouping hotels into three segments—Luxury, Premium, and Select—to guide guest choices. Further expansion is planned, with at least two new brands launching later this year.

Beyond its new look, Minor Hotels has enhanced its digital experience. The group has relaunched minorhotels.com as a consumer-focused platform, shifting away from its corporate and development-centric approach.

For the first time, guests can book any of Minor Hotels’ 560+ properties in one place and access destination insights.

A new Minor Hotels app consolidates all brands into a single platform, replacing individual hotel apps. Travellers can use it to book stays, manage reservations, and access destination details. The group will also continue expanding functionality on its website and app, integrating restaurant, spa, and wellness services. 

Alongside its new app, Minor Hotels has streamlined its loyalty programme under ‘Minor DISCOVERY’. The group will continue its partnership with the Global Hotel Alliance’s (GHA) GHA DISCOVERY but will unify its hotel-brand-specific loyalty names—such as Anantara DISCOVERY and Avani DISCOVERY—under a single identity. This change simplifies member access and enhances programme consistency.

Minor Hotels is also introducing ‘Minor PRO’, a dedicated platform for businesses, event planners, and travel agents. Minor PRO consolidates existing B2B programmes, including NH PRO, Anantara Journeys, and Oaks Professionals, providing tailored solutions for professional customers.

Ian Di Tullio, chief commercial officer of Minor Hotels, commented, “The reimagined Minor Hotels brand represents more than just a new identity. Our value-driven evolution, powered by enhanced digital platforms, a streamlined loyalty programme, and a strong distribution strategy, reflects our ambition to deliver extraordinary hospitality experiences to our guests and be the partner of choice for owners and investors.” 

“By uniting our brands under the Minor Hotels masterbrand, we’re excited to enter a new era of growth where Minor Hotels will resonate as powerfully with travellers as it already does with our partners,” Tullio added.

The brand refresh is the most significant evolution in Minor Hotels’ history, marking a key milestone as the group prepares to add nearly 300 properties by 2027. It also builds on the 2018 acquisition of NH Hotel Group—now operating as Minor Hotels Europe & Americas—which tripled its global presence.

Dillip Rajakarier, group CEO of Minor International, said, “The Minor Hotels rebrand is a natural progression for us, building on a success story spanning more than five decades. It isn’t just about driving revenue and profitability; it’s also about harnessing the strength of our diversity, our knowledge and team members to achieve long-term sustainable growth and invest in the guest experience.” 

“Unifying all our hotel brands and travel experiences under the Minor Hotels umbrella will help us strengthen our positioning in the hospitality industry and help us deliver on our growth ambitions,” he added. 

Australia remains one of the biggest markets globally for many industries, including in marketing and advertising. Alongside New Zealand, these markets contribute to a growing industry scene where brands and B2B firms flourish thanks to an abundance of agencies helping these companies to thrive in the ANZ market and reach more potential clients and consumers.

This is exactly what Dentsu Creative and Merkle does–with the former helping brands to reach consumers through engaging campaigns and marketing initiatives, with the latter helping firms to utilise the power of data and analytics to improve customer experience (CX) and digital transformation. The big question is: how does a sole leader for both of these practices hold up in a competitive market much like ANZ?

To learn more about this, we recently sat down with Kirsty Muddle, CEO of Dentsu Creative ANZ and CEO of practices & products for ANZ at Merkle to learn more about her balanced agency leadership, and how she strives to always make marketing and technology work together through their own initiatives.

Understanding personal leadership philosophy

For Kirsty, her leadership philosophy as both leading Dentsu Creative and Merkle in ANZ is building a foundation of authenticity, empowerment, and continuous learning. Among those key traits include leading by example, learning from failure, and setting boundaries.

“So many leaders get this wrong, when it should be so simple. I believe in showing up, being human, and making myself available for my team. Leadership isn’t just about setting the direction, it’s also about setting the tone for collaboration, trust, and accountability,” she stated.

In terms of learning from failures, she added, “We all fail! So let’s not shy away from it. Instead, embrace and encourage a culture of taking risks and failing fast. Some of the best ideas come from pushing boundaries.”

With a focus on bringing modern creativity to life, Kirsty finds innovative ways to help clients grow their brands and form deeper, more meaningful connections with their customers. She also leads a team of passionate people across creative, strategy, production, earned attention, digital experience, entertainment, public relations, content, social media, Indigenous affairs, and government relations.

Keeping the team engaged

When asked about her way of creating initiatives to keep the agency’s talents engaged, Kirsty stated that creative and entrepreneurial thinking comes when their teams collaborate and unlock the broader dentsu community in order to solve client problems.

“We place a lot of emphasis and importance on creating a culture that values transparency, fosters innovative thinking, and has the right structures in place to enable cross-functional collaboration,” she said.

Some of those initiatives include ‘10 at 10’ where short, hyper-focused updates are done where the team covers the most important things for the week, and ‘Hour of Power’ which are longer, monthly deep dives where the team shares knowledge from key projects, hear from clients, and showcase big ideas or interesting work from across the network.

Moreover, they also do pitch recap sessions to spark inspiration and have open discussions on where the team and its talents can pivot next time.

Navigating industry challenges

Kirsty remarks that no two days are the same in the marketing and creative scene–and that she loves these changes amidst constant evolution. First, she recognises market pressures, noting that the industry faces tighter budgets and increased client expectations. However, she sees this as an opportunity for them to be more efficient.

“This presents an opportunity to think about efficiencies within our business and ensure we’re focusing on value-driven solutions to ensure we’re creating an impact, even in a tough market,” she explained.

Part of the challenge they’re also navigating is innovating their business, stating, “Connecting our teams around client needs has created new opportunities for collaboration across the group. This shift has allowed our people to work across more diverse projects, engage with different clients, and has opened the door to learn from other inspiring people within the global dentsu network.”

Connected to that as well is their goal of continuously refining their product offering, making sure that they clearly define what success looks like. Given that they work in the B2B scene–an industry that is growing whilst most other budgets are under pressure–it is an area that they specialise in from market understanding and consumer dynamics to deliver in tech, media, and creative.

“This has given us the foundation to ensure our creative teams are delivering tier-one work for our tier-one clients, and our CX capabilities are deeply ingrained throughout the business,” she added.

On the other hand, while technically not a challenge, Kirsty also notes that technological advancements are an area that they all have had to learn about and adopt quickly, such as the use of ‘Agentic AI’.

“We are in a productivity lull as a nation, people need time back to focus on the things that are critical yet we still have cumbersome methods and multiplicity that compounds on our time. At dentsu, we’re not just leaning in, we want to be a leader in this space and find meaningful innovation that creates business value and drives impact for our clients and ourselves,” she further noted.

Reflection of milestones and what lies ahead

While Dentsu Creative is just two years old, Kirsty remarked how far their practice has reached, given the multiple services they are able to provide to their clients, especially in the B2B space.

“We have brought together capabilities across Brand, PR, Social, Government Relations, Experience & Connected Commerce and Content Supply Chain to deliver what clients need now, but we’re also geared for the future,” she said.

She added, “We have now diversified our work with clients like NBN and AMEX, delivering E2E Creative solutions for them, and seeing businesses like online retailer The Iconic grow with accelerated velocity as a result of this type of thinking. It’s been a big and hugely rewarding 2 years – and we’re just getting started.”

When asked on her leadership advice in terms of inspiring future leaders in the marketing industry, she summarised it into four key points: 

  • Build a team of resilient and adaptive marketers, so you can remain agile. 
  • Maintain an open mindset. Things move quickly; it’s our job to anticipate what our clients need next. 
  • Celebrate both the wins and the losses. 
  • The best ideas can come from anywhere, so keep your eyes and ears open.

“Our industry is dynamic and demanding but filled with opportunity. Great leaders are those who listen, adapt, and remain curious,” she concluded.

***

Successful marketing agencies play a crucial role in delivering effective B2B solutions, helping businesses connect with their target audiences and drive growth. They craft data-driven strategies, create compelling content, and leverage digital channels to enhance brand visibility and engagement. 

By understanding industry dynamics, optimising campaigns, and fostering meaningful client relationships, these agencies enable businesses to navigate competitive markets with confidence and agility. Through innovation and strategic execution, they empower companies to build credibility, generate leads, and achieve long-term success in an ever-evolving business landscape.

For relationships between businesses to endure, it is at times insufficient to deliver quality products and services. Satisfaction is one thing, but loyalty is another. This is where reward programs play a crucial role. By implementing loyalty solutions, companies can retain customers and significantly boost how it is perceived in the industry.

While there is profound potential in setting up loyalty programs, there are nuances and complexities in implementing and managing them.

Sudhanshu Tewari, chief executive officer and co-founder of Rewardz, shared his insights in MARKETECH APAC’s latest What’s NEXT in Marketing interview, discussing the value, challenges, and trends that shape loyalty programs in a business-to-business (B2B) setting.

‘Creating a sense of belonging’

Reward systems have always been a way to build lasting relationships between brands. For Sudhanshu, this provides a feeling of being seen — the first step towards loyalty.

“It’s not just about rewarding transactions; it’s about creating a sense of belonging and mutual value. When users feel recognised and valued, they’re more likely to stay loyal,” he said

However, there remain different challenges in putting this into practice. Nonetheless, B2B solutions can step in.

“B2B solutions need to help businesses build tailored loyalty solutions that ensure users are engaged and appreciated, which strengthens these long-term partnerships and drives retention,” Sudhanshu said.

Unlocking opportunities through B2B loyalty solutions

Loyalty solutions in a B2B setting can unlock other opportunities such as cross-selling and upselling. Through rewards and exclusive offers, people are motivated to learn more and invest in the company.

“When brands reward users for deeper engagement, they naturally begin to explore more offerings,” Sudhanshu said. “It’s a win-win for both sides.”

Personalising experiences and rewards are key to this, which relies on analysing customer preferences and needs. To gain these insights, analysing customer data is a must for businesses.

“Businesses need a platform that can use detailed analytics to understand user behaviour, segment them effectively, and offer personalized incentives that drive them to engage with other products or services. This data-driven approach helps brands maximise their current customer base, increasing lifetime value,” he said.

Besides analytics tools, customer relationship management (CRM) platforms greatly contribute to a loyalty program’s success, fusing well with analytics. As a hub for customer data, CRMs allow businesses to easily understand customers, track interactions, and consequently personalise rewards.

“Basically, CRM platforms provide the data that can automate different trigger points for rewarding customers for more personalised rewarding at scale without manual intervention. This leads to more effective and impactful loyalty strategies, driving deeper connections with users,” Sudhanshu said.

“B2B technology solutions, especially CRM systems and analytics, have completely transformed the way loyalty strategies are executed. They provide a 360-degree view of user interactions, allowing businesses to make informed decisions about rewards and incentives,” he added.

Thriving through innovation

For Sudhanshu, one of the biggest challenges for brands is to set up scalable loyalty programs, all while maintaining its relevance for individual users. Nonetheless, B2B technology solutions can help brands with flexibility, allowing them to customise incentives when necessary.

“It’s tough to design a program that resonates with everyone—whether it’s your customers, channel partners, or employees—while also staying within budget,” he said.

“With inbuilt generative AI, loyalty platforms can customize rewards messaging to individual customers at scale, capture user preferences and use analytics to show rewards that match user preferences,” he added.

Over time, more technological innovation is becoming necessary with current trends in implementing loyalty programs. In his vision of the industry’s future, Sudhanshu expects to see more gamification, sustainability-focused rewards, and leveraging technologies like AI and blockchain.

“Gamification adds an element of fun and competition to programs, driving engagement, while sustainability rewards resonate with companies prioritising ESG goals. Meanwhile, AI-driven personalisation and providing companies flexibility to reward at campaign level will become industry standards,” he explained.

Additionally, he expects that brands will be more capable of self-managing global campaigns, with access to advanced analytics.

“We at Rewardz are committed to staying ahead by innovating around these trends. Our solutions are designed to evolve with client needs, ensuring they remain relevant and impactful in a rapidly changing world,” Sudhanshu said.

With the current trends shaping the future of how brands offer loyalty programs and ultimately scaling their businesses, the important thing remains the same – nurturing relationships with brands that can endure changes in the industry. As the industry evolves, innovation is required to thrive in a competitive landscape.

Singapore – The number of brands involved in business-to-business (B2B) buying has risen to 62% since 2021, according to Dentsu’s 2024 ‘Superpowers Index,’ a study on global B2B buying behaviour. The study uses a single metric that encompasses overall brand experience in providing insights that guide brands in evaluating their performance on key criteria. 

According to the index, brand building among companies has climbed from fifth in 2023 to top priority this year. Moreover, the average decision time for B2B opportunities has increased 54 days since 2021, ensuring that the value caused by the delay is lessened. However, only two in five business were reported to be highly satisfied with their B2B journeys. 

Overall, the 10-point increase in the proprietary Superpowers Index Score has resulted in a 14% average uplift in the dollar value of each B2B opportunity. 

“The Superpowers Index provides a framework for driving client growth by benchmarking performance across the 30 decision drivers, pinpointing improvement opportunities and measurement and gives a comprehensive look at the evolving landscape of B2B marketing year over year. The research allows us to target and refine our dentsu B2B capabilities to the needs of global clients across markets,” Patrick Hounsell, president of Dentsu B2B, said.

“Our goal is to provide B2B brands with the tools and insights they need to connect their marketing, IT, and sales efforts more effectively and these solutions represent a significant leap forward in our commitment to driving B2B success,” Hounsell added.

Singapore – B2B marketing leaders in the APAC region are displaying renewed optimism, with nine in 10 bullish in their teams’ ability to drive revenue in the upcoming year, according to a new research report from LinkedIn. 

The LinkedIn report further reveals that approximately three-quarters of B2B marketers in APAC (74%) anticipate budget increases. 

According to the report, despite 74% of B2B CMOs in APAC finding it challenging to prioritise reaching buyers amidst numerous demands, the majority (91%) affirm that success hinges on relationship building. Hence, fostering “collective confidence” among purchasing decision-makers is deemed crucial for the forthcoming year.

To establish strong connections with the buyer group and maintain a top-of-mind presence, creativity is crucial. The report found that nearly three-quarters (74%) of B2B marketing leaders in APAC are prioritising bolder creative strategies, with 62% noting that these efforts significantly enhance brand engagement and drive conversions.

Marketing professionals globally are also leading the charge on AI adoption and building AI proficiency as they look to improve ROI. 

The LinkedIn report showed that in APAC, two-thirds (67%) of B2B marketing leaders are leveraging generative AI applications in their marketing efforts, reporting significant improvements in productivity (41%), faster content creation (37%), and cost efficiencies (33%).

LinkedIn data also found a 142x increase in LinkedIn members globally adding AI literacy skills to their profiles, with marketers topping this list. ‘Artificial Intelligence’ is the fastest-growing digital skill for CMOs globally, based on the skills CMOs have added to their LinkedIn profiles in the past year. 

To help B2B marketers reach and engage all members of the buying group and build collective confidence, LinkedIn also introduced new products, including ‘The Wire Programme’ and expanded AI capabilities in ‘Accelerate’. 

With video uploads on LinkedIn rising by 45% year-over-year, LinkedIn is piloting the ‘Wire Program’—a new initiative enabling brands to run in-stream video ads alongside content from trusted publishers. The programme is currently being tested with select publishers, including Barron’s, Bloomberg, Business Insider, Forbes, LinkedIn News, MarketWatch, NBCUniversal, Reuters, The Wall Street Journal, and Yahoo! Finance, to help marketers reach the growing audience of digital video consumers. 

The Wire Programme will be available in all languages for global advertisers seeking to sponsor content with these publishers, although EU member targeting will not be available at launch.

LinkedIn is also enhancing its AI-driven campaign creation and optimisation tool, ‘Accelerate’. Marketers can now craft engaging creatives using Microsoft Designer and fine-tune their targeting by excluding specific companies and third-party lists. Additionally, they can receive expert guidance from the new AI marketing assistant. Advertisers using Accelerate are achieving 15% greater campaign efficiency and reducing cost per action by 52% compared to traditional campaigns.

Accelerate’s new features include the integration of Microsoft Designer, enabling marketers to easily build and customise creatives. Additionally, AI will be used to merge brand data, such as customer lists and conversion data, with LinkedIn’s platform data to identify individuals most likely to engage with ad campaigns. The AI marketing assistant further enhances campaign building by offering recommendations, such as adding data sources for better targeting, and assisting with tasks like budget adjustments.

Matt Tindale, head of enterprise for APAC at LinkedIn Marketing Solutions, said, “Cultivating meaningful relationships is key to influencing the buying behaviour of B2B decision-makers. This is especially true for APAC, where decisions involve lengthy consideration and are driven by emotion. To develop this “collective confidence” amongst those involved in B2B purchasing, brand building through bolder creative campaigns will drive success in the year ahead.” 

“Under the pressure of budget cuts and the constant need to prove ROI over the past year, APAC B2B marketing leaders are turning to generative AI and displaying renewed energy in boosting content creation and productivity to push brand building. In addition to improving memorability, this will enable them to uncover new audiences and boost campaign performance,” he added. 

Meanwhile, John Rudaizky, global chief brand and marketing officer at EY, shared, “In a rapidly changing market, brand building, creativity, and confidence are key to influencing buying groups. B2B marketing is no different from consumer marketing in the sense that engaging emotionally and with creativity are essential, with LinkedIn providing the perfect environment to talk directly to clients and talent alike.” 

Sean Johnston, VP for advertising at Closed Loop, also commented, “Accelerate campaigns far surpassed the lead conversion performance we saw from even our best-performing manual audiences for Calendly. The lead form completion rate increased over 3X and delivered a 66% cheaper cost per lead (CPL). The higher conversion rates and more efficient CPLs really convinced me this works.” 

Accelerate campaigns are gradually ramping up for customers globally and will be available to all customers in the coming months. Accelerate is available in all languages in Campaign Manager, but AI-generated creatives are currently available in English only.

In the past year, businesses have navigated through a landscape marked by rapid technological evolution and economic flux. This journey, challenging yet transformative, witnessed B2B Chief Marketing Officers rise to the occasion and redefine their roles by honing their financial acumen, forging stronger alliances with C-Suite executives, and placing an amplified focus on brand development and creative strategies to gain a competitive advantage.

While this progress sets a strong foundation for marketing leaders in 2024, we spotlight three marketing trends poised to shape the future world of work, blending technological innovation with a human touch.

Embracing AI for enhanced marketing impact

Marketing in 2024 will be underpinned by the potential of AI, and how it promises to free up time to allow professionals to focus on work that matters – investing in creativity and nurturing customer relationships to unlock new opportunities. Chief Marketing Officers (CMOs) are optimistic about how the technology will power their strategy with one in three marketing leaders in APAC planning to integrate Gen AI into their marketing mix as per LinkedIn’s B2B Marketing Benchmark report. 

Gradual integration of AI into their existing workflow will not only help marketers smoothly transition to the new era of work but also help maximize return on tech investments.

CMOs will prioritise improving the measurement framework

In the past year, the role of CMOs has transformed significantly, becoming more central in driving revenue and business growth. Marketers are focusing on demonstrating how their efforts contribute to revenue generation and return on ad-spend. This focus is important not only for securing budgets but also for improving stakeholder understanding about the value of brand building. While data-driven tools can help marketers reach and engage with their audiences effectively, experimenting with new measurement tools can help them build the financial fluency that’s needed to showcase their ROI. 

Authenticity and human-centric approach will be key to building trust 

In an AI-driven marketing landscape, maintaining authenticity will be crucial to driving growth. While AI offers powerful capabilities, it’s important to remember it’s a tool to augment human creativity. Marketers are recognising the importance of investing in new ways to connect with their audiences authentically by leveraging creativity, emotion, and humour in their campaigns. 

As we navigate the AI era, cultivating a learning culture  – not just enhancing AI literacy but building human skills like leadership, problem-solving and creativity will help create agile marketing teams for the future.

This article is written by Matt Tindale, Head of Enterprise APAC, LinkedIn Marketing Solutions, LinkedIn.

The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT 2023-2024. What’s NEXT 2023-2024 is a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for the upcoming year.

Sydney, Australia – HubSpot and TikTok have launched a partnership to improve community-based client acquisition for B2B brands. A newly connected tool allows B2B firms to easily gather leads from TikTok right within the HubSpot platform, utilising the benefits of both platforms to improve client engagement. 

Through this partnership, scaling firms can now take advantage of these connections to produce growth in Australia. 

While SMBs are looking into creative ways to generate leads in the face of customer acquisition issues, the partnership is taking place at a time when customers are increasingly turning to local communities for brand and product discovery. TikTok emerges as a tool for businesses to nurture and maintain an actively engaged audience, especially with 8.5 million Australian users, a demographic 1.5 times more likely to make quick purchases based on platform discoveries.

Speaking about the partnership, Kat Warboys, marketing director, APAC, HubSpot, said, “TikTok’s growing influence in the region is undeniable. As its audience base grows, it’s reshaping how consumers discover and interact with their favourite brands. For savvy businesses, TikTok provides a powerful channel to nurture and engage audiences — if done right. That’s why our partnership is so important. The new integration makes it easier for brands to capture, nurture and acquire leads because they can truly understand their customers.” 

She added, “Today’s consumers expect personalisation and by having a complete picture, brands can better engage with their audiences. And, with better engagement comes more loyal customers, which is vital in the current market.”

Meanwhile, Ng Chew Wee, head of business marketing APAC, TikTok, stated, “Asia Pacific is home to a thriving ecosystem of TikTok users, with 90% of the region’s TikTok users consuming content on a daily basis. This presents an opportunity for Asia Pacific’s brands to reach and turn a highly engaged audience into leads, and accelerate business growth.” 

Melbourne, Australia – With the recent cases of economic downturn, a state of account-based marketing report from advertising agency xGrowth demonstrated how market leaders across the APAC region bring modern B2B marketing approaches into service, leveraging account-based marketing.

Key insights from the survey indicated that the evolving landscape of B2B and its increasing mainstream adoption have resulted in significant market and technological shifts. At the same time, this also offered essential information and effective strategies to adopt in relation to ABM.

In particular, it was noted that 65% of marketing leaders observed that ABM remained a top priority for their marketing spend regardless of the difficult economic circumstances.

 72% of them, on the other hand, plan to either increase or maintain their current ABM spending. The majority (55%) also said that generative AI is either currently impacting their marketing decisions or will influence them in the future.

Following this report, Shahin Hoda, Managing Director at xGrowth, commented, “The State of ABM in APAC’ report provides crucial understanding and actionable strategies for ABM practitioners. With the economic downturn emphasising the need for targeted and cost-effective marketing approaches, ABM stands out as a vital tool for marketers.”

Although there was some uncertainty about its exact implications, marketing executives are generally positive about the top two net potential impacts of generative AI.

“The advance of generative AI technology opens new avenues for ABM, enhancing its effectiveness and allowing marketers to leverage emerging technologies. This is pivotal as the interaction between humans and machines continues to evolve, offering exciting prospects for the future of marketing,” he concluded.

The said report was derived from the collated insights of top B2B decision-makers at companies such as ServiceNow, Boomi, Google, and Warner Bros. Discovery and SAP.

India – Mumbai-based digital business-to-business (B2B) payments company PayMate has announced its expansion into the Asia Pacific region as part of its global growth journey.

With this expansion, PayMate is now launching its operations in Malaysia, Singapore, and Australia to provide digital payment solutions tailored to the specific needs of each market while maintaining a unified global strategy.

Businesses from the aforementioned markets will now also be able to access PayMate’s solutions, which include digitization and automation of financial processes, invoice discounting, and API-as-a-service for financial institutions.

PayMate’s platform offers seamless integration with existing systems and facilitates expedited payments and efficient cash flow analysis, which businesses can now leverage to improve their working capital management.

The B2B payments firm is also looking to explore potential expansion opportunities in other APAC markets, including Vietnam, Thailand, the Philippines, Hong Kong, and New Zealand.

Meanwhile, in Australia and South Africa, PayMate operates under the name “DuNoMo” as a wholly owned subsidiary.

The B2B payments firm now has established subsidiaries in APAC and the Central and Eastern Europe, Middle East, and Africa (CEMEA) regions.

Ajay Adiseshan, founder and CEO at PayMate, said, “We are delighted to introduce PayMate’s innovative B2B payment solutions in Singapore, Malaysia, and Australia. Our rapid expansion into these countries highlights our commitment to enabling frictionless and highly secure B2B transactions for enterprises. We look forward to contributing to the thriving fintech ecosystems in these markets and to collaborating with local partners to drive the digital transformation of B2B payments.”

Amirreza Sawal, general manager for APAC at PayMate, also added, “PayMate is committed to expanding its footprint in the APAC regions, delivering local businesses with the means to elevate supply chain payments, minimise expenses, and optimise working capital. Our versatile APIs offer effortless integration with third-party functionalities, fostering innovation, scalability, and a competitive advantage. These B2B Payments APIs transcend industry boundaries, serving as an adaptable solution across diverse sectors.”