My B2B Marketing Notebook

A place where I write my thoughts, learnings, and lessons from leading content and business marketing at a global, publicly listed company valued at $1.4B+. Nothing polished. Nothing performative. Just a journey toward deeper clarity in B2B marketing.

Read my notes

Latest Entries

Why Most “B2B Thought Leadership” in the Life Sciences Services Industry Isn’t Thought Leadership

Thought leadership is one of the most celebrated ideas in B2B marketing, yet much of what we call thought leadership rarely changes how people think. In this article, I explore what true thought leadership really means, why it is often misunderstood, and introduce the RACE framework to help evaluate whether a piece of content genuinely shapes industry thinking.

chandan malaker

A fun take on why execution keeps scaling while clarity doesn’t, and how a content ecosystem fixes the real problem by locking decisions before content multiplies.

Before You Create Content Ecosystem, Lock the Decisions That Matter - Positioning

Most content efforts break down not because teams fail to execute, but because foundational positioning decisions remain unresolved. This blog dives deep into the Positioning Choice Framework, unpacking its core components—from business intent and buyer intent to market truth, strategic choice, and message discipline. It argues that locking these choices first is essential before building any content ecosystem, ensuring that future content scales with strategy, clarity, and c

chandan malaker

Full Archive

Why Most “B2B Thought Leadership” in the Life Sciences Services Industry Isn’t Thought Leadership

Mar 12

Before You Create Content Ecosystem, Lock the Decisions That Matter - Positioning

Jan 30

Hand-drawn doodle of a band performing while the audience looks confused, symbolizing hero asset limitations in B2B content strategy and the need to move from isolated content pieces toward a connected content ecosystem and integrated content strategy.

From Assets to Ecosystems: Making Sense of Five B2B Content Marketing Frameworks (and What They Miss)

Jan 3

A hand-drawn sketch showing a person standing at a three-way crossroads, saying “I am here!” Ahead, another figure asks a small robot for guidance. The robot asks, “Hello—Which route do you want to take?” and the person replies, “What do you suggest? I don’t want to take the shortest, easiest route.” The paths ahead include a straight road, a winding road, and an alternate curved route.

How AI and Non-Linear Buyer Journeys Are Redefining B2B Content Marketing

Dec 8, 2025

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About Me

Hi, I’m Chandan.

I lead the global product and content marketing team at a publicly listed company with a market cap of over $1.4B. Spending most of my time somewhere between strategy, narrative, and go-to-market.

But I keep coming back to a simple belief: Good marketing should turn real expertise of a life sciences service and technology companies into market authority and growth.

In reality, that rarely happens.

Not because expertise is missing but because it doesn’t translate.

Positioning, content, and campaigns exist. But they don’t always connect.

And without that connection, even good marketing struggles to create real impact.

A lot of my thinking (and work) sits around this idea of building more connected marketing systems -

linking strategy + content + execution + pipeline.

This site is where I explore that.

Some ideas will be clear.
Some will still be forming.

But they all come back to the same direction:

Clarity over noise.
Systems over tactics.

Welcome to my notebook.