I make marketing measurable, repeatable, and tied to revenue.

Pipeline intelligence. Built, not reported.

10+ years · B2B + B2C · Revenue Intelligence · ABM · Lifecycle

Pipeline Funnel · Live
Awareness
4.2k
MQL
1.8k
SQL
640
Closed won
180
Expansion
48
Pipeline Velocity
23d
avg MQL → Close
↓ 4 days vs prior
MQL → SQL
8d
SQL → Close
15d
Details · Awareness
4.2k
Reach
+180
43%
Aware→MQL
+2%
3x
Channels
B2B
Email automation drives 38% of Awareness-stage reach — but only 43% converts to MQL. The volume is there. The qualification threshold is the constraint.

WORK

APAC Regional Market Intelligence

A uniform campaign strategy across three APAC markets was suppressing regional conversion potential. Rebuilt campaign architecture around regional psychology, delivering 20% conversion lift and 50% revenue growth.

APAC Regional Market Intelligence
Three markets.
Three purchase truths.
A uniform campaign strategy was suppressing regional conversion potential across three structurally different APAC markets. Click each market to reveal what the data found — and what changed.
Click each market card to reveal its purchase signal
01
Market 1
What drives purchase decisions here?
Market 1
Price-driven market
Dominant purchase signal
ROI & cost justification
Strategic insight
Buyers required a clear cost-benefit case before any engagement. Brand and safety messaging produced near-zero response. Price anchoring and ROI framing unlocked the funnel.
Winning campaign variant
"Cut operational costs by 30% in the first quarter. Here's the math."
+23% conv. Price-led
02
Market 2
What drives purchase decisions here?
Market 2
Safety-driven market
Dominant purchase signal
Compliance & certification
Strategic insight
Buyers were risk-averse and highly regulated. Price messaging was disqualifying — it implied a shortcut. Safety certifications and compliance proof were the actual purchase triggers.
Winning campaign variant
"Certified to the highest regional safety standard. Zero compromise on compliance."
+18% conv. Safety-led
03
Market 3
What drives purchase decisions here?
Market 3
Brand-driven market
Dominant purchase signal
Brand heritage & trust
Strategic insight
Buyers were sophisticated and brand-conscious. Price messaging signalled commodity. Safety was assumed. Brand heritage, market presence, and category leadership drove conversion.
Winning campaign variant
"Trusted by category leaders across 40 markets for over a decade."
+19% conv. Brand-led
Combined APAC outcome — all three markets
20%
Conv. rate lift
Across all 3 markets
50%
Revenue growth
Regional outcome
3x
Campaign variants
One product, three truths
A single campaign strategy was replaced with three market-specific frameworks — each built around the dominant purchase psychology of that region. The same product. Three completely different truths. A/B testing validated all three variants simultaneously, delivering 20% conversion lift and 50% revenue growth across the APAC region.

Win/Loss Revenue Intelligence

The absence of deal outcome intelligence was pushing marketing to optimize for lead volume over revenue quality. Connected campaign source, competitor signals, and deal velocity into a unified analytical system. Gave sales and marketing a shared language for pipeline decisions.

Win/Loss Revenue Intelligence · B2B + B2C

Event-Led Revenue Intelligence

High-intent buyers needed in-person trust signals that digital channels couldn't provide. Built an integrated event framework connecting booth presence to post-event nurture sequences. Generated 2,000+ qualified leads at 6% conversion — 34% converted within 30 days.

B2B/B2C Trade Show & Integrated Event Marketing

Tools

Thinking

01
The interface shift
For a decade the job was to be found, then to be cited. The next one is to be callable.
When a buyer's AI agent shortlists vendors, checks pricing, or starts a purchase, it doesn't read your landing page. It hits an interface. MCP, the standard that lets agents connect to external tools, has already won that layer, adopted across every major AI provider and now housed at the Linux Foundation. So the question shifts from "is my content citable" to "can an agent transact with my product without a human in the loop." This is still early and uneven, so the honest read is directional, not done. But the companies structuring their data, pricing, and offers for machine consumption now will own agent-mediated demand the way the SEO winners owned search. Marketing's next job is making the company legible to machines, not just persuasive to people.
02
ABM without scoring
Account-based marketing without a working account scoring model is just expensive email.
The score is the strategy. Without it you're not doing ABM, you're doing outreach with a slide deck that says ABM on the cover. A real account scoring model integrates firmographic fit, data completeness, intent signal strength, and buying committee coverage before a single dollar of coordinated spend is activated. The companies that get ABM right don't have better content. They have better scoring logic.
03
Beyond AEO
Optimizing for AI answers is no longer the edge. The edge is owning what the AI says about you.
SEO to AEO is settled now, mainstream enough that agencies sell it and platforms measure it. The frontier moved. Your brand is no longer what you publish, it's what an answer engine says when a buyer asks, and the majority of B2B buyers now start their research inside AI rather than Google. That makes citation share a measurable discipline, not a content tactic, and it makes accuracy a brand-safety problem: the model will describe you whether or not you've shaped what it knows. The teams treating this as SEO with new keywords are already behind. The ones winning are managing what the model believes about them, the way they once managed what Google ranked.
04
The missing lifecycle stage
Every B2B marketing team has an acquisition motion. Almost nobody has built the stage between retention and expansion.
Post-sale, pre-expansion is where NRR is won or lost, and it's the lifecycle stage most frameworks skip entirely. Customers in this stage aren't churning yet. They're deciding whether they care enough to grow with you. A structured engagement sequence at this stage, built on product usage signals and health scoring, is worth more to revenue than most top-of-funnel campaigns. The teams that figure this out stop obsessing over CAC and start protecting the pipeline they've already won.
05
The infrastructure gap
Every marketing leader talks about attribution. Almost none have built the infrastructure that makes it possible.
Clean data pipelines, consent frameworks, and measurement architecture aren't tools problems. They're leadership problems, and someone has to own them before the first campaign launches. What changed is the target: single-model attribution didn't survive cookie deprecation. The teams shipping defensible pipeline numbers now run two or three models together, multi-touch for tactical calls, marketing mix modeling for budget, incrementality to separate credit from cause, and reconcile them instead of trusting one dashboard. The companies with the best measurement didn't buy a better platform. They had a leader who treated measurement infrastructure as a strategic asset years before anyone asked for the dashboard.
06
The timing problem
33% of B2B deals are lost not because of the wrong channel, but because marketing arrived too late.
Most teams optimize spend. Almost none optimize timing. Timing is invisible if you're only measuring win rates. You need to connect campaign first-touch data to deal outcome data to see it. When you do, the insight is almost always the same: the channel wasn't the problem. Marketing arrived after the buying decision had already started. Earlier content, not more content, is the lever most B2B teams haven't pulled.
07
The MQL lie
The MQL didn't just stop predicting revenue. In 2026 it started measuring bots.
The old critique was that an MQL counts activity, not buying, and that an MQL without an ICP match rate is a name in a database with good timing. Still true, and it got worse. Buyers stopped filling forms, and AI agents started filling fake ones, so a rising MQL count now measures the wrong humans and, increasingly, non-humans. The serious teams have quietly moved the primary lens to pipeline sourced and influenced, in-market account coverage, and propensity, not form-fill volume. Fix what you're counting before you fix the channel, because a green MQL dashboard is now one of the easiest numbers in marketing to fake, sometimes literally.
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CONTACT
Get in touch
I'm always open to
a good conversation.
About a role, a collaboration, or just the state of B2B marketing in 2026.
Drop me an email — [email protected]
I read everything and reply when there's something worth talking about.
KK