We've spent a fair bit of time redefining SAJE's overall offering and building out the Writers Shop team and value - any feedback welcome.

1. SAJE
A Digital Communications Consultancy
The Writers Shop
Experienced Writers & Business Communicators
With a Focus and Passion for Asia Pacific
Andrea EDWARDS
Managing Director
SAJE Pte Ltd
m: +65 91739096
e: andrea@sajeideas.com
b: www.sajeideas.wordpress.com

2. About SAJE
• SAJE is a digital communications
consultancy
• We partner and support our
customers to excel at
communication, marketing and
sales strategies for Asia Pacific
We are committed to increasing our customers’ sales
revenues across Asia Pacific by significantly enhancing their
digital profile through high quality content

3. We Help Our Customers Succeed
SAJE’s Core Services With an emphasis on
senior executives in
Research & REWARDS customer-facing roles,
Assessment SAJE works with our
customers to create
Digital Content digital thought leadership
Strategy
When prospects seek
solutions to their business
Digital Content challenges, SAJE‟s goal
Delivery is to ensure our
customers are at the top
of their search

4. Our Approach
• SAJE works with our customers to define and develop their
content strategy, then delivers high impact, in-depth and
actionable content to feed the digital sales channels
• Why? Because prospects are coming to vendors towards
the end of the sales cycle, so the quality of our customers‟
digital footprint has never been more important
• Focused on revitalising our customers‟ value proposition
digitally and taking their product portfolios and solutions to
market in new and creative ways
SAJE delivers Three Unique Services…

5. Research & Digital Content Digital Content
Assessment Strategy Delivery
• Company/executive • Business (BU) digital • The Writers Shop – a
reviews & digital footprint content strategy deeply experienced B2B
assessment • Digital policy, guidelines writing team, across Asia
• Competitive digital & training Pacific, at your service
assessment – who‟s • Executive coaching – • Ghost writing services for
ahead of the game? inspiring execs to be executive blogs and
• High value, in-depth digital champions articles
audits with customers, • Digital training workshops • Technical marketing
partners, employees, or • For customer-facing content creation
the market executives • Sales survival kits
• Sales force • For supporting roles • All written marcom needs
effectiveness training – e.g. HR, marketing
& sales support
• Messaging workshops

6. Presenting…
The Writers Shop

7. What is it?
• The Writers Shop is a collaboration between the industry‟s brightest
business & writing professionals in Asia Pacific, centrally managed
through SAJE
• It‟s a team that delivers the content marketing needs of Asia and the
world‟s most progressive brands
• It‟s a creative team of professionals who know how to captivate an
audience, delivering high value, high quality, high impact written content
• It‟s a deeply experienced team, with most having more than 15 years in
business communications and management
• It‟s a service designed to elevate our customers‟ success by
empowering their prospects with high value, relevant local content
• The Writers Shop invigorates your sales channels

8. Why Engage the Writers Shop?
• Expertise under one roof – centralized access to a team of high
class content creators
• We deliver the writing, and provide strategic counsel on
communication strategy and direction
• We create thought leadership content that engages your
customers
• Highly customizable, tailored to your needs and budget
• For very specialized and technical content requirements, we
source and manage the expertise for you
• We support multinational and local firms to deliver highly
scalable content for local, regional and global market outreach

9. Our Message to Business
Prospects are no longer reliant on your company for the
information THEY need to solve their problems
so
It‟s about mixing what you want to say
With what your audience wants to hear
In-line with a prospects decision making process.
It must engage your targets
AND create opportunities for two-way dialogue
Especially in the B2B space

10. Developing Your Content Strategy is
VITAL
SAJE believes that to deliver on an effective
content strategy, everything must be aligned to
The Seven Stages of the Sales Cycle

11. The Traditional Sales Cycle
Identify
Deliver
& Qualify
Support
Now we must align
the sales cycle to
Close Pitch the digital world
Offer
Refine
Value

12. Stage One: Stage Two: Stage Three: Stage Four:
IDENTIFY QUALIFY PITCH REFINE
Doing business Identifies it‟s time to They ask the question – The customer is now
YOUR as usual make a change to solve what do we need to know, considering all of the
PROSPECT a business problem or who can provide that options
increase effectiveness information and who can
we speak to within our
broader business
community to get great
advice?
YOUR Tantalise Educate Educate & Prove Partner
JOB
Build the case – Demonstrate how they Continue to build the Keep the proof
YOUR focused on the can do this and the case and show them flowing & take
FOCUS business benefits. benefits – speak their success stories, detailing prospects through all
This is a great language, answering tangible business steps to success . A
opportunity for the most important benefits. Whitepapers are corporate blog
case studies, question – what great education tools at answering FAQs is a
which explain business problem does this point, as are great tool, as is an
how the decision this solve? Content customer evangelists active presence
to change/evolve focused on business where ever your
has benefited problems solved or customers are
customers. increased effectiveness “socially”

13. Stage Five: Stage Six: Stage Seven:
OFFER VALUE CLOSE DELIVER & SUPPORT
But wait a minute; am I going Once all issues are resolved, The contract is awarded
YOUR to lose my job if I make that the customer creates a
PROSPECT decision? OR the CEO just shortlist. The most important
asked me a question and I consideration? Which supplier
don‟t know the answer, better is going to deliver exactly
go back and check on the what we need, partner with us
research I‟ve done to find that to make sure it works, support
answer. I don‟t want to look us, make our lives easy and
foolish or make a mistake make us look good?
after all – it might cost me my
job
YOUR Prove Close Partner
JOB
Keep building depth and Be responsive and pro-active, Build a relationship beyond the
YOUR background – show them they deliver high value information, sale – they are now a marketing
FOCUS can‟t fail, steps to success – show them that you will be a resource for you and there are
customer interviews, case partner and you understand opportunities for cross-selling, up-
studies, white papers, exec their business challenges – selling
blogs, market research, etc.. e.g. deliver a whitepaper
covering all FAQs in detail

14. What’s Changed?
• Prospects used to make direct contact with vendors
at stages 1-2
• Now they‟re making contact at stages 5-6
• The opportunity to influence face-to-face early in the
sales cycle is declining
• Your prospects are researching options online/with
peers, often with no vendor contact
• To counter this, vendors must ensure they have a
digital footprint at every stage of the sales cycle
• A weak digital presence is THE marketing & business
“killer” today

15. How can You Win?
• Content. If you want to engage directly with prospects
early in the sales cycle, it is VITAL
• Content draws prospects to you
• Content doubles chances of success when educating
within the 7 Stages of the Sales Cycle
• Vendors must do homework for prospects – answering
all questions pro-actively, delivered in different formats
- blog, whitepaper, video, podcast, case study, etc..
• Content delivers the opportunity to intelligently &
creatively redefine the competitive landscape to your
advantage

16. We Deliver Dynamite Content
From a sentence to a book, what content makes sense?
Our Commitment
What We Deliver
High value, high quality,
 Blogs  Videos
 Thought leadership  Podcasts
high impact content that is
 Educational pieces  Testimonials mapped to every stage of
 Hot issues and trends  Customer interviews the Sales Cycle
 Executive interviews  Staff interviews
 White papers  Event round-ups Identify
 Case studies  News and press releases Deliver
& Qualify
Support
 Opinion articles and  Partner interviews
industry comment  Competitions
 Feature articles  Email campaigns
Close Pitch
 Question and answers /  Employee communication
interviews with the experts  Newsletters
Offer
Value
Refine
 Product/service  Magazine articles
descriptions
 Advertorials
 Concept explanations
 … and the list goes on
 Roundtable write-ups

17. Things are changing...
Cisco and Coca-Cola
now state they are in the
story business
So, What’s YOUR story?

18. Key to Content Marketing Success?
• GREAT content • Get support from the top if
• Customer-needs focused
you plan to win
• No sales pitch
• Plan to grow budgets to
support
• High value, lots of take-aways
• Have fun
• Educate and entertain
• Cherish your content
• Don‟t be too clever
creators
• Learn from winners and losers
• Push boundaries – creativity
• Push through multiple always wins
channels
• It‟s a new world out there –
• Be disciplined, consistent and define it, don‟t follow
organised

19. The Writers Shop
Experts in Asia Pac Feeding the Digital Machine

20. Some Serious Writing Talent
Andrea Edwards – Singapore
Andrea is a gifted B2B communicator and strategist, who adds tremendous value to any team.
With 20 years marketing & communication experience, working all over the globe, Andrea knows
what makes customers act. Andrea has broad experience across multiple business sectors,
mainly ICT, but also defence, aerospace, travel & tourism, professional services, marketing
services, financial services, and more. Andrea is a passionate blogger, is regularly published on
digital platforms around the world, and is following her dream to write for a living.
Freelance Journalist – Australia
We have an experienced senior journalist with more than 16 years‟ in the ICT industry on the
team. A ghost writer (due to existing publishing obligations) he is regularly published in
newspapers, magazines & online publications around the region. Before going freelance, he was
editor of a leading Australian newspaper IT section, and prior this was based in the UK writing for
newspaper & IT publications, including The Independent. With deep knowledge & understanding
of trends & issues within the technology space ,he‟s a very experienced IT industry commentator.
Mark McClure – Japan
Mark is a writing professional with more than 20 years experience in the IT sector, in both the UK
and Asia-Pacific. Focused in the computer networking, financial services and electronics
manufacturing sectors, Mark is a deeply passionate communicator. Mark specializes in B2B
whitepapers and case studies for IT Networking vendors, systems integrators and
telecommunications companies, and he‟s also an avid blogger and social media evangelist.

21. Some Serious Writing Talent
Tony Blackie – Australia
The most experienced on the team, Tony‟s media & communication career started in 1972 as a
cadet journalist at The Age in Melbourne. He‟s written for the Sun-Herald, The Observer,
Marketing Magazine, Time, Newsweek, and is Author of The Australian Consumers Handbook. In
1998, Tony founded Blackie McDonald, a leading communications consultancy in Australia, which
has been delivering communication solutions to a diverse group of customers for 23 years.
Liz Zuliani – Singapore
Liz has a diverse background in digital media and communications, working across large
networks, boutique publishing houses and corporate businesses. A finance, business and
lifestyle writer, with seven years experience in Asia Pacific, she began her career writing for the
Web & producing microsites at MSN Australia. Based in Singapore, Liz writes for news and
finance websites, as well as corporate profiles and brochures for corporate businesses.
Martin Kralik – Malaysia
Martin is a student of Asia, with 15 years‟ experience in market research, management
consulting & executive education, all targeting the ICT industry. A published author, whose
writing has been featured in the World Economic Forum‟s annual Global Information Technology
Report, Martin writes IT-focused case studies and vendor-sponsored whitepapers, and he has
been published in Diplomat magazine (UK) and the International Technologies and Development
Journal. Martin is a China scholar, & speaks English, Mandarin, Malay and Russian.

22. Some Serious Writing Talent
Jenny McDonald – Australia
 Jenny has enjoyed a 25 year career as a professional communicator and writer across Australia,
Asia Pacific, and the UK. Starting out in PR, Jenny lives and breathes communication – with a
style that is all about authenticity, strategy, realism and outcomes. Her specialties are: strategic
corporate communication, advice and counsel; leader communication; internal communication;
mentoring; and writing, editing and content management. Jenny is also an active blogger and is
currently writing a book “My Friend the Headache.”
IT Industry Analyst – Singapore
An experienced ICT industry analyst with more than 15 years experience, during which time he
has tracked the global and regional ICT marketplace. A consultant with a deep understanding of
how companies use technology and the business issues that define the usage of these
technologies, this writer brings extensive experience, and provides a unique perspective on
various activities and dynamics driving the IT enabled business place.
Steve Johnson – Singapore
 Steve has more than 18 years experience in technical sales, marketing and strategic
development, and brings a unique skill to the team – he‟s a technical sales strategist. Having
worked across the world‟s major regions including Europe, the Middle East, the US, Africa and
Asia Pacific, Steve has a flair for sales and marketing, and for channel and partner loyalty.
Steve‟s experience and knowledge is in civil engineering, construction, infrastructure, mining,
energy, and more.

23. SAJE’s Clients – Past & Present

24. Contact SAJE
Andrea Edwards
Managing Director
SAJE Pte Ltd
www.facebook.com/saje.ideas
m: +65 91739096
@SAJEIdeas
e: andrea@sajeideas.com
Steve Johnson
http://www.linkedin.com/company/saje
Commercial Director
SAJE Pte Ltd SAJE Blog
m: +65 91739096 www.sajeideas.wordpress.com
e: steve@sajeideas.com
More background about SAJE in the Appendix

25. Appendix 1
Our Accolades
A Big THANK YOU to Our Clients
for Your Trust & Partnership

26. NetGain Systems
“It has been a great experience working with such strong, knowledgeable and confident marketing
professionals. SAJE are communicators – it‟s in their blood - and I have felt very confident relying on them as a
partner to deliver a company messaging overhaul, which included moving us from a product to a services
company. SAJE has an intuitive ability to understand how information needs to be created in a way that
resonates with the audiences receiving it – it is a unique talent - and as a result, the other projects we‟ve
worked on - like blog content, case studies, whitepapers and more - have featured completely original and
powerful content. I know that the work we‟ve done together will take us to a new competitive level in our sector.
“I‟ve also really appreciated SAJE‟s passion to help a company like mine, because I know they are also
working with big companies like HP and Cisco, however their belief in us and passion for what we do has been
very much appreciated. On top of all of that, I‟ve just really enjoyed working with Andrea. I really appreciate
Andrea's ability to understand technology and domain-specific concepts, which are usually provided by us in
very loose and fragmented pieces of information. She shows great patience and know-how in trying to
understand and piece this information together and articulate it accurately, professionally and beautifully, and at
the same time keeping the final messaging strategy and content simple and effective. She has become our
trusted communication expert and I truly believe any company, big or small, will be able to reap great results by
leveraging such talent from her.
“I am looking forward to working with SAJE on many aspects of our business moving forward, and can
recommend them to any business looking to really stand out and differentiate themselves in Asia Pacific.
Definitely very smart marketing, communication AND business professionals.”
Soon Seah Toh, Managing Director, NetGain Systems, www.netgain-systems.com

27. Seatronics Asia Pacific
“I recently appointed SAJE to undertake customer audits on behalf of Seatronics for Asia Pacific.
To be honest, I wasn‟t expecting much from this – more confirmation of what I already knew. I
couldn‟t have been more wrong. This exercise resulted in extremely valuable market research
that will help us deliver better service to our customers, improve internal efficiencies, and it‟s
given us intelligence on where we need to focus our efforts for the best return. In fact, one
customer interviewed placed an order within two weeks of the interview because this exercise
demonstrated how committed we were to the relationship.
“I know it succeeded because the SAJE team are all highly experienced business professionals,
who know how to get to the crux of relevant industry issues (even with limited experience in our
industry), are exceptionally skilled communicators, and are able to grasp our goals, as well as the
goals of our customers. SAJE went above and beyond our expectations, coming back with high
value information, but also insights and recommendations to help us succeed and continue
growing. Superb work and something I am recommending to everyone I deal with at Seatronics
globally, as well as with the business professionals I know. SAJE do not deliver run-of-the-mill
work. If you really want to know where you stand with your customers, talk to SAJE.”
Derek Donaldson
Vice President, Asia Pacific
www.seatronics-group.com

28. Hewlett-Packard
“I appointed SAJE because I needed to work with a company that could do more
than just develop content or create a bunch of punchy messaging that would be of
little value to our business. I needed a trusted advisor who could take all of the
information HP had prepared for its public sector marketing initiatives, analyze
where the gaps and weaknesses were and then come back with succinct, concise
and impactful messaging that would be really useful for my regional sales team and
in our customer marketing activities. SAJE delivered that and more. SAJE gets it –
they listen, they understand our business, know what motivates our sales people,
understand what motivates our valued customers, and understand the importance
of effective messaging as a strategic basis for all that we do at HP. If you want to
revamp your messaging and communications strategy, go with SAJE, I couldn‟t
recommend a more trusted advisor.”
Alvin Chan
Regional Marketing Manager, Public Sector, Technology Solutions Group, Asia
Pacific & Japan
Hewlett-Packard

29. Qais Consulting
“Our company, Qais Consulting, has grown so rapidly in the last couple of years that we haven‟t
had a chance to step back and collect our thoughts. One thing we knew was that our services
portfolio, while very clear to us, might not have been crystal clear to our customers or potential
prospects. That‟s why we brought in SAJE. We saw some of the work they had completed
positioning companies around the globe, as well as in Asia Pacific, and knew that they were the
sort of people we could work with – like us they were innovative, globally experienced, valued
honesty and integrity, and just had that way of thinking differently we needed. We have now
concluded the new positioning for our company, which I believe explains in a really positive and
dynamic way the key messaging - who were are, why we‟re here, what we offer, and the sort of
company/people we are. It‟s excellent content and will really help in our marketing and sales
efforts moving forward. It will also provide more clarity on what we can offer existing customers
and I know this will deepen our relationships with them. It‟s been great working with such an
honest, inspired and experienced team and I recommend anyone looking to better clarify their
company or product/services messaging to seek out SAJE – they have a unique and open way
of looking at the world and will transform how you think and speak about your company.”
Keith Timini
Founder and Partner
Qais Consulting
www.qaisconsulting.com

30. Zelda Recruitment
“What can I say? You guys really do have the gift of the gab. Thank you for the work you have
done. We have been endeavoring to define our corporate positioning for our Website for
some time, and along you come and get us into line. You asked pertinent questions,
encouraged us to be truly honest about where we are, showed tremendous understanding for
an industry you haven‟t traditionally worked in, and came back with really incisive and exciting
content that we will use on the Website and in other sales and marketing activities. I don‟t
have a lot of time so working with a company that has the global experience and maturity of
SAJE means you get it, do it and deliver exciting work. I am so thankful to SAJE for helping
me move along with something that has been hanging around my neck for so long. I can
definitely recommend SAJE to anyone who wants to progress their company to the next level,
especially if you really want to differentiate yourself from the competition. Just be honest with
them, because they are completely trustworthy, and you‟ll get content that exceeds your
expectations. Thanks to the team at SAJE – I‟ve truly enjoyed working with you.”
Zelda Yuill
Managing Director
Zelda Recruitment
http://www.zeldarecruitment.com.au/

31. Springboard Research
"Springboard Research was at the point where we needed to elevate our company onto the
global stage, but we knew we needed help in adding flair to our company positioning and global
marketing strategy. We brought in SAJE because of its long experience in helping position
companies with a difference and its global experience in defining effective marketing strategies.
"The first stage was repositioning our company, which we have now completed. SAJE came in
and made us take a step back, look at our company critically, think about 'who' we wanted to be
in the future, along with the type of company we wanted to be, as well as assess the qualities
that we admire in businesses around the world. The result is a new company positioning that is
youthful, vibrant and really captures the core values of what we want Springboard to be now and
into the future.
"SAJE has a fantastic ability to draw this information out and then come back with compelling
content that will be the cornerstone of how we position our company and we know it can only
make us more successful."
Chris Perrine
COO & Executive Vice President of Sales & Marketing
Springboard Research (now Forrester Research) www.forrester.com

32. Appendix 2
A Little More Background on
SAJE

33. SAJE - incorporated in Singapore 2006
Our Mission
To set the standard of excellence for communication
across Asia Pacific. We will always strive to provide
exceptional service to our customers. We will always be
willing to go the extra mile to meet our customers‟ needs.
We will always work with great people and employ or
partner with great people, and we will live a life that
enables us to smile and laugh as much as possible. We
will always aspire to be the best and to be passionate, in
everything that we do, always.

34. Our Values
• Truth and honesty • We do stuff differently because
• Trust is really important to us – the we‟ve seen how it‟s done and
giving and the receiving reckon there‟s a better way
• Our word really is our bond • We do not believe in short cuts to
• Being the best we can be in success
everything we do • We believe that the harder you
• We never sell ourselves short work the luckier you get
• We‟re never “normal” and we‟re • We don‟t follow the crowd and
proud of that have the conviction behind our
• We are fair beliefs
• Being respectful is important to us • Life and laughter is our priority
• We never make promises we won‟t • People are our passion -
or can‟t keep humanity

35. What’s Great About SAJE?
• Truly global and local experience
• Deep experience in marketing & communication
• Honest, hard working, loyal, trustworthy – let us take it
off your hands
• Creative, ambitious, ingenious and fun
• Awesome partner network globally
• We never EVER let our customers down
• If we don‟t know it, we‟ll learn it and learn it fast
• Easy to work with
• Hand it over and it will be done
• Very VERY passionate
• We‟ve been told “we‟re contagious”

36. We’re Not all Things to all People
• Our focus is to help customers‟ better define their story,
understand threats and opportunities, train their teams, create
compelling, targeted content and take them to market
• To deliver seamlessly across the entire GTM spectrum, we
partner with other smart, entrepreneurial folk who do what
they do brilliantly
• Our partners cover the full marketing spectrum, including
digital marketing agencies, event companies, professional
writers, editors, translators, designers, advertisers, and more
• We work with the best to deliver the best

37. Appendix 3
More Detailed Background on our
Writing Team

38. Andrea Edwards - Singapore
• Andrea has been a marketing and communications professional for 20 years and
her focus with SAJE is to create a life where she can follow her passion – writing
• She understands what her clients want to say but also knows how to position it for
the audience that receives it. She can pull ideas from 1000s of sources and create
compelling and exciting content that really resonates
• She easily grasps tricky concepts and if she doesn‟t know something, she learns it
quickly, and has broad experience across multiple business sectors, including high-
tech/IT, defence, aerospace, travel & tourism, professional services, marketing
services, financial services, market research, as well as some consumer
experience
• Andrea has lived and worked in Australasia, Asia Pacific, the UK, Europe, the
Middle East and North America – and has been based in Singapore since 2003
• Andrea is a truly gifted communicator and strategist, who adds tremendous value to
any team. She‟s the ultimate professional but is also fun to work with AND has
exceptionally high standards – especially for herself
• Andrea is the central point of contact for The Writers Shop

39. Creative & Deeply Experienced
• A broad understanding of the ICT industry spanning 17 years, along with the ability to
present relevant information to each business audience in a language they understand
• Expertise includes ICT, professional services, digital media marketing, social media
marketing, content strategy, communication, marketing and sales
• Vertical sector depth covers financial services, defence, healthcare, government,
education, aerospace, travel and tourism, publishing and market research
• Andrea‟s strength is in understanding business concepts quickly and finding the real
news/angle in the stories – she knows how to write for an audience and capture what‟s
interesting
• Andrea can get people talking – uncovering the great information executives have
“within” and generating great content
• She takes existing content & recreates it into various forms to meet multiple content
needs, and can capture the essence of presentations and recreate into content
• Andrea has also been blogging since 2006 and currently has three active blogs – one n
life, one for kids in Singapore and her professional blog – SAJE… Communication. Her
blogs are regularly published on digital platforms around the world

40. Freelance Journalist - Australia
• Our freelancer, who can‟t mention his name due to existing publishing
agreements, is a senior journalist and commentator with more than 16 years‟
experience in the information technology and telecommunications industries
• Currently operating as a freelancer, he writes regularly for a range of
newspaper, magazine and online publications
• Prior to establishing his freelance business, our experienced writer worked full-
time at a leading Australian newspaper, where he was editor of the paper‟s
industry-leading weekly IT section
• Prior to this, he worked in the United Kingdom for seven years, writing for a
range of newspapers and IT industry publications, including The Independent
• He has deep knowledge and understanding of the trends and issues within the
enterprise technology space, and his writing covers a diverse range of
segments including hardware and software, services and mobility
• This understanding allows him to clearly explain the importance of new
developments and place them in context for a business decision maker
audience

41. Serious Depth & Breadth
Business and IT
• A highly respected journalist with more than 16 years experience
• His experience in the IT sector has ranged widely over the years. Current
emphasis is on cloud computing and virtualisation - the hottest areas in the
industry at the moment
Other areas of expertise include:
• Mobility: the battle of the platforms (iOS, Android, Windows Phone 7 etc),
devices and carriers
• Enterprise software: Oracle, SAP, Microsoft, VMWare
• Enterprise hardware: Trends in servers and data centres
• Networking: Trends and issues in the networking space
• Security: The issues faced by business in an online world

42. Tony Blackie - Australia
• The most experienced member of the team, Tony‟s media and communication
industry experience commenced in 1972 as a cadet journalist at The Age in
Melbourne. Over the next 15 years he was Deputy Editor of the Sun-Herald,
Australian Correspondent for The Observer in London, features editor for
Marketing Magazine, a contributor to Time and Newsweek, and Author of The
Australian Consumers Handbook
• He was Director of Information with the Social Security Department and with the
Public Service Board in the office of the Prime Minister and Cabinet. Tony was also
head of Communications with the ABC overseeing the Corporation‟s PR and
communication activities. Tony Moved to London where he was an Account Director
with several Public Relations agencies
• In 1988 Tony founded Blackie McDonald with partner, Jenny McDonald
• During Blackie McDonald‟s 23 years in business the company became a leader in
providing communication solutions to organisations as diverse as IBM, PowerTel,
EDS, Qantas, Telstra, Symantec Corporation, Lindemans Wines, Medtronic, PA
Consulting, MCI WorldCom, Harvey Norman IT

43. Interesting Facts About Tony
• In 2006, Tony took a sabbatical returning to journalism as Editor of Emerging
Companies with Business Review Weekly in Australia, a position he held for more
than two years. After leaving this full time role, he continued to write freelance for
BRW providing a regular column focussing on SMEs
• Tony has a certificate in Market Research from University of Technology Sydney, A
Post Graduate Diploma in Marketing from Macquarie University and a Masters in
Business Management from the Macquarie Graduate School of Management
• Tony is currently writing a news and commentary blog focusing on the SME and
emerging companies sector. The Blog, Black-watch.com.au, covers innovation,
early stage investment, franchising, business development and growth, business
performance, government impacts on business and so on

44. Mark McClure - Japan
• 20+ years IT experience in the UK and Asia-Pacific with MNCs in the computer
networking, financial services and electronics manufacturing sectors
• Cisco CCIE #10814 (the „MBA‟ of IT networking world) from 2002-2008
• Maintains two blogs and is active in social media (particularly LinkedIn, Twitter, and
Google+)
• Personally coached by Mike Stelzner, the „king‟ of b2b white papers and founder of
socialmediaexaminer.com
• Completed Casey Hibbard‟s 6-month private mentoring program for case study
writers
• Based in Tokyo, Japan since 1994
• Blogged for TechTarget‟s community site:
http://technologymarketers.com/TechContentRocket/
• Specializes in B2B white papers and case studies for IT Networking vendors,
systems integrators and telecommunications companies

45. Mark’s Expertise is Gold
Business and IT
• 10 Years of regional Network Engineering roles with technical responsibilities for
WAN, MAN & LAN solutions in 11 Asia-Pacific countries
• Subject Matter Expert: Cisco (CCIE certified) Routing & Switching
• IT Infrastructure consultant to multinational electronics components manufacturer‟s
locations throughout Asia-Pacific Rim countries
His expertise includes:
• IT Networking case study and white paper specialist to both C-Level buyers /
decision makers, and to technical influencers (subject matter experts)
• Strong customer interviewing skills (from previous roles as a technical instructor
and certified career coach)
• 17 years experience of Asia-Pacific peoples, cultures and business practices
• Experienced blogger (4 years)

46. Jenny McDonald - Australia
• Jenny‟s career spans 25 years across Australia, Asia Pacific, and the UK
• In her early career Jenny was PR Officer for the Hospital Corporation of Australia,
Prudential Assurance in Sydney and BBC in London. Jenny founded Blackie
McDonald with partner, Tony Blackie, in 1988
• Jenny has directed several high profile accounts including Symantec Corp, Lindemans
Wines, Medtronic, PA Consulting, Siemens Nixdorf, Adobe, MCI WorldCom, Harvey
Norman IT, Egon Zehnder and RSM Bird Cameron
• Jenny has also undertaken several in-house communication roles such as:
• AP Media & Analyst Relations for US-based Sprint Corporation
• Qantas – an IT outsourcing & transformation program
• SBS - Australia‟s multicultural broadcaster – managed an employee opinion survey
• In 2010 Jenny established Epiphany Communication with the simple tagline of
‘Communication Matters for Results’ – it‟s about the role of professional
communication in business strategy
• Jenny has a Bachelor of Business – Communication degree, majoring in Journalism &
Public Relations, from the Queensland University of Technology

47. Communication is Jenny’s Business
• Jenny lives and breathes communication – and not the „spin doctor‟ type either.
Her communication style is all about authenticity, strategy, realism and outcomes
• Her specialties are:
• Strategic corporate communication, advice and counsel
• Leader communication to various stakeholder audiences
• Internal communication
• Agency management
• Mentoring for PR and communication professionals
• Editorial services ranging from writing to editing and content management
• Jenny also provides highly tailored services for special projects such as:
• Executive tours: for foreign executives visiting Australia
• New technology rollouts: realistic, uncomplicated communication is essential
• When your organisation is in-between PR Managers. Jenny can help
• Employee Opinion Surveys: Well planned, managed and executed
• Change communication: get the right communication resources around the
table in the planning stages, right from the start

48. Martin Kralik - Malaysia
• Martin‟s background combines rigorous training in Asian Studies with 15 years‟
business experience in market research, management consulting and executive
education, all targeting the IT industry
• He is a published author whose writing has been featured in the World Economic
Forum‟s annual Global Information Technology Report, IT-focused business school
case studies and vendor-sponsored white papers, as well as Diplomat magazine
(UK) and International Technologies and Development Journal
• Prior to partnering with SAJE, Martin was Research Director with INSEAD business
school‟s centres of excellence in Singapore and Abu Dhabi. In this role, he managed
the 2008 ASEAN CIO Leadership Forum in Singapore and co-authored the 2008
ASEAN CIO Leadership Study
• Before INSEAD, he worked with IDC as Associate Director, Asia-Pacific Consulting,
where he led a global task force consolidating IDC‟s capabilities in research and
advisory services focusing on the BRIC markets
• A China scholar, English/, Mandarin, Malay and Russian speaker, as well as a
certified cross-cultural management trainer, he has lived and worked extensively
across Asia, the Middle East and central/eastern Europe

49. Martin is Very Interesting
• Martin‟s professional trajectory has exposed him to world-leading concepts, such as digital
economy, digital lifestyles, knowledge economy, outsourcing and e-skills
• His research has placed IT literacy within the broader framework of ‟skills for the 21st
century‟, drawing public-sector agencies and educational institutions into the IT discussion
• Martin‟s prior role with INSEAD has enabled him to infuse marketing messages with
cutting-edge ideas generated in academic and entrepreneurial environments, and to
employ a vibrant mix of quantitative and qualitative techniques
• He has a wealth of experience in packaging ideas into innovative, multi-channel marketing
platforms that combine hybrid content (e.g. print advertorials) with events and learning
• His experience in the IT industry has ranged from channel research involving retail
distributors to focus groups and high-level debates with CXOs and gov‟t ministers
• An Asia specialist, Martin has a culturally appropriate mode, style and tone. His media
experience includes commentary on live TV & radio, as well as Chinese-language TV
acting

50. Liz Zuliani - Singapore
• Liz Zuliani – Liz has a diverse background in digital media and communications;
working across large networks, boutique publishing houses and corporate
businesses
• A finance, business and lifestyle writer with seven years experience in Asia
Pacific
• She has a background in business productivity and small project management
• She began her career writing for the Web & producing microsites at MSN
Australia
• Now, based in Singapore, she writes for news and finance websites – as well as
corporate profiles and brochures for corporate businesses
• Liz focuses on web and brochure content, instinctively knowing what the client
wants to say, and how the audience wants to hear the message
• She has a knack for finding fresh takes on old topics and engaging readers
(even when it‟s boring but important)

51. Liz has Diverse Expertise
• Topic specialties
• Media/PR, Advertising
• Finance
• Travel & Lifestyle (including Health)
• FMCG
• Technology & Consumer Products, Productivity & Training
• Liz has also done Mobility policy brochures for an Oil & Gas company,
written a brochure on Tax services, not to mention she studied Microbiology
at university as well
• Liz provides a range of content and editorial services for publishers and
businesses, including:
• Content Planning and Management
• CMS Coaching and Training
• Editorial and Social Media Strategy
• Website and Intranet Development Consulting

52. ICT Consultant - Singapore
• An experienced industry analyst with more than 15 years behind him, during
which he has tracked the global and regional ICT marketplace
• This consultant has a deep understanding of how companies use technology
and the business issues that define the usage of these technologies
• Extensive regional and global experience in the IT industry helps him provide a
unique perspective on various activities and dynamics driving the IT enabled
business place
• He presents his research findings and insights to many players both at vendor‟s
internal sessions and industry events
• Broad understanding of the marketplace enables him to advise IT vendors on
market positioning, segmentation, and crafting messages that will resonate with
the clients and broader market
(This consultant is employed, and would rather not use his name publicly right now)

53. Deep & Powerful IT Experience
Business and IT
• This ICT consultant has wide ranging experience in the IT sector over the last
15 years, with a key focus on:
• IT solutions
• Cloud
• Mobility
• The IT channel partner landscape
His expertise includes:
• Factors driving business value and adoption of virtualization
• Mobility: technology enabling mobile workers
• Infrastructure adoption in the emerging markets
• Unified communications and factors driving its adoption
• Modularization of technology (data centers, business solutions, and storage)
• Changing landscape and value proposition in the print solutions marketplace

54. Steve Johnson - Singapore
• Steve has more than 18 years experience in technical sales, marketing and
strategic development
• A rare breed in the technical sales sector, Steve has worked across the world‟s
major regions including Europe, the Middle East, the US, Africa and Asia Pacific
• Steve has a flair for sales and marketing, for channel and partner loyalty, his
presentation skills are second to none, as are his motivational training skills
• Steve can build a network of loyal partners and keep them motivated, he can
work across all cultures respectfully and gain trust
• A resident in Singapore since August 2001, Steve has worked in direct sales,
marketing, strategic development and training region-wide, initially landing in
Singapore to work with a geosynthetic manufacturer
• Steve graduated from The University of Portsmouth with BEng. (Hons) in
Engineering Geology and Geotechnics and was immediately an affiliated member
of the Institute of Civil Engineers and Geology Society
• Steve is currently the commercial director for SAJE

55. A Rare Talent in His Field
• Steve is a unique talent in the technical sales and marketing sector, with a flare for
creativity and an understanding of how to reach and influence target audiences
• His specific expertise covers:
• Technical marketing for highly engineered products
• Construction and civil engineering
• Environmental concerns, such as storm water management, green roofs, vertical
green walls, eco-friendly construction systems, erosion control, etc..
• Geo-environmental products
• The energy industry
• Construction and architecture
• Succeeding in Asia Pacific
• Partner and channel communication
• Motivational speaking / executive coaching / sales training
• Steve recognizes his strength as “identifying what drives the business technically and
then telling the story in a way that resonates with consultants, engineers, architects,
clients, and specifiers”