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While inbound marketing is on the rise in Asia, marketers in the region are still more likely to use outbound marketing compared to their global counterparts, says Jeetu Mahtani, the managing director of international operations at HubSpot. And this can be an issue, considering how traditional telemarketing calls and pop-up advertisements can damage a brand’s reputation in the eyes of the consumer.

To understand more, CMO Innovation quizzed Mahtani on HubSpot’s new regional office in Singapore, the growth of inbound marketing here, and common mistakes that marketers are making in Southeast Asia. Responses edited slightly for house style.

CMOi: Can you tell us more about the decision to set up your regional office in Singapore?

Mahtani: HubSpot entered Asia Pacific in 2014 in an effort to extend our global reach and make an impact with the many SMEs and data-driven marketing and sales professionals in the region looking for a more personalized and integrated way of doing business. With the wide variety of talent available and the resources available for global companies looking to establish a presence in Asia Pacific, Singapore was the ideal choice for setting up our APAC headquarters.

 

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