Driving deeper engagement with SMEs through timely, relevant content

The Challenge

Many Singapore SMEs continue to grapple with rising costs, cash flow pressures, and labour shortages. As Budget 2025 rolled out new support measures, many businesses struggled to understand how to make these initiatives work for them. Global cloud accounting platform Xero Asia sought to position itself as a trusted partner by helping SMEs navigate these challenges, while driving awareness and consideration of its digital solutions designed to streamline operations and enable growth. 

Our Solution

Following a successful partnership in 2024, Xero returned to partner The Business Times for the BT Budget Roundtable, a long-standing event that continues to serve as a timely and trusted platform for insightful budget discussions.

A panel of industry leaders, including Senior Minister of State for Trade and Industry Low Yen Ling and Xero Asia’s Managing Director Koren Wines, shared actionable insights tailored to the needs of its SME audience. Livestreamed from SPH Media’s state-of-the-art Studio +65, the session explored key Budget 2025 initiatives and highlighted the importance of digitalisation and upskilling to boost productivity and drive growth.

Comprehensive post-event coverage extended the impact of the campaign. This included a double-page print feature, a dedicated article highlighting Xero’s SME customer success stories, and targeted digital ad placements that drove traffic to Xero’s solutions. A 10-minute highlight reel of the roundtable was also shared on BT’s Facebook channel to sustain engagement and reach.

By combining The Business Times’ editorial authority with branded content and strategic amplification, the campaign demonstrated a full-funnel approach that effectively connects partners with business decision-makers.

Double page spread post-budget roundtable article with Xero's brand strip ad

Post-webinar coverage on The Business Times' website

Highlight reel of the webinar on The Business Times’ Facebook channel

Highlight reel of the webinar on The Business Times’ YouTube channel

Event

Digital

Print

Social Media