The Marketing Lab
Experiments, campaigns and ideas that are actually moving B2B marketing forward, separated from the recycled advice that survives every algorithm update. By Adrian Tan.
Build the Spreadsheet Your Buyer Was Going to Make Anyway 📊
Most stalled B2B deals die in internal approval. Build the scorecard and business case your champion needs, plus a free HR software scorecard to copy.
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How Much Does a Fractional CMO Cost in Singapore?
Fractional CMOs in Singapore cost about S$8,000 to S$15,000 a month for two days a week. How that compares with a full-time CMO and an agency.
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When to Hire a Fractional CMO (and How to Find a Good One)
Hire a fractional CMO when you need more leads or awareness than founder-led marketing can deliver. How to spot the right moment, and how to vet one.
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Stop Blaming AI for Your Bad Content
Six AI writing tells still showing up in B2B content, a checklist to catch them before you publish, and how to give AI the context it's missing.
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Stop Wasting Your Webinar Leads
Your webinar is collecting buying signals. Eight ways HR tech marketers can turn polls, Q&A and attendance data into smarter follow-up and pipeline.
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Want a Sales Meeting? Stop Asking for One.
CHROs ignore vendor pitches. Seven ways HR tech teams earn the meeting instead: interviews, podcasts, peer roundtables and recognition campaigns.
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Stop Being the Bigger Person. Your Buyers Are Comparing You Anyway.
Buyers evaluating HR software compare you anyway, and now ask AI to do it. Why HR tech vendors should publish honest comparison and 'why us' pages.
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Nobody Wants to Read Your Customer Success Story
Most case studies are written for the vendor. What HR buyers shortlisting platforms want to see, five common mistakes, and 8 questions to ask customers.
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Your Event Didn't Fail. Your Marketing Did.
Events don't create demand. They reveal whether demand already exists. The failure usually happened months earlier.
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8 Tiny B2B Website Changes That Increase Conversion (That Most Companies Ignore)
The best-converting B2B websites reduce how much buyers must imagine. Eight small changes, with examples from Visier, Adaface and other HR tech vendors.
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Why Every B2B Company Should Have a Podcast
A CHRO gets 81 vendor pitches a month and ignores them. A podcast invitation gets a yes. How a B2B podcast opens doors with senior HR buyers.
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Why B2B Tech Companies Suddenly Became Funny
B2B tech discovered comedy. The real reason is economic: when information became free, attention became the scarce resource.
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