Corporate Vision Corporate Vision As Mad About its Client’s Marketing as Them As its name suggests, Mad About Marketing Consulting is a consultancy firm passionate about providing marketing advisory and market strategies for a range of B2B and B2C clients throughout the Asia Pacific region. Named as the Best B2C & B2B Marketing Consultancy 2024 - Singapore, this firm’s success can largely be attributed to the robust partnerships it forms with CMOs and their C-suites, something that maximises marketing potential and nurtures strategic transformation and better outcomes. A people-centric business that is driven by a relentless enthusiasm for solving the problems of its clients, Mad About Marketing Consulting is distinguished by the simple fact that it thinks with empathy and operates with integrity every step of the way. The firm’s unique ability to go one step beyond the advisory services that form the cornerstones of marketing – such as brand, content, social, MarTech and communications – sees clients provided with remedies for their specific pain points concerning people, processes, and platform. For Jaslyin Qiyu, the independent consultant behind Mad About Marketing Consulting, this is a critical element of the transformation process and one that is often overlooked. Jaslyin explains, “this unique blend of management consultancy plus marketing advisory puts us front and centre in helping our clients to deep dive and carve out strategies that serve as more than just a go-to-market, one-and-done campaign.” By elevating marketing to a level where it serves as a business enabler and sales partner, solutions can be cocreated along with business leaders that have a transformative and lasting impact. With almost 25 years of marketing-related experience behind her prior to starting Mad About Marketing Consulting in January this year, Jaslyin has seen for herself the importance of building strong relationships over chasing on profit when it comes to delivering the intended results for her clients. It is for this reason that she strives to make this a defining element of the service provided, something that positions Mad About Marketing Consulting favourably when compared to other businesses operating in this space. Despite the quality innate across her work, the journey that Jaslyin has been on with her company has not always been easy, with the biggest difference being that when she was consulting independently, something she did from 2013 until launching the business at the beginning of the year, she still had a regular pay check to rely on. Additionally, now that she is a full-time business owner, Jaslyin is having to carry out the tasks associated with a number of different roles, from CEO and COO to CFO and CRO. There are, of course, some advantages to performing this array of duties, first and foremost being that Jaslyin has quickly learnt excellent planning and prioritisation skills. Such abilities have proven integral when it comes to building her sales pipeline, something she has been helped with by her partner, who has almost two decades of experience working in sales management. Even though it has only been operating for about 10 months, Mad About Marketing Consulting has already secured some big-name projects on the back of Jaslyin’s reputation. She explains: “In a long-term engagement with one of my first few clients since incorporating my business, I relooked at their people, process, and MarTech stack (platform) needs, which led to a change in the way they manage and optimise their marketing and campaign planning process, team structure, and MarTech.” Just like all of the projects Jaslyin carries out through Mad About Marketing Consulting, this project was a success thanks to the client business’ chief marketing officer being open about the problems she was facing and willing to take the necessary steps to implement change. This underpins the strength of the collaborative approach that Jaslyin has built her business around, an approach that she is planning on developing further as Mad About Marketing Consulting moves into its second year of operation and beyond. All of this is part of a wider five-year plan that will see Jaslyin bring new team members into the fold, something that will see more long-term engagements secured that can have a sustainable and permanent impact on client businesses and their marketing outcomes. In the world of marketing advisory, the misconception still exists that marketing is centred around just developing nice adverts and campaign visuals, as well organising fun events and putting up the odd social media post. Companies that think this way are usually those that will try to use AI to carry out all of their marketing efforts, usually to no avail. Favouring instead a strategic approach that gets results, Mad About Marketing Consulting is a standout company in both its region and the wider marketing consultancy sphere. Contact: Jaslyin Qiyu Company: Mad About Marketing Consulting Web Address: www.madaboutmarketingconsulting.com
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