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

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)

For years, I believed my B2B content strategy was failing because we lacked big hero assets or enough publishing frequency. I tried both, but impact rarely compounded. Buyers weren’t following linear journeys—they were absorbing fragments across channels, peers, and AI-driven discovery. This post explores why common B2B content frameworks work in isolation yet fall short together, and why thinking in terms of a content ecosystem is now essential.

chandan malaker

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

B2B content marketing didn’t just evolve, it exploded into a non-linear, AI-filtered maze. Where buyers jump across channels at 2× speed. And GenAI decides which brands even show up. The rules changed quietly while we were still playing the old game. Here’s how we got here and what it might take to stay visible in an AI-first world.

chandan malaker

Full Archive

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

For years, I believed my B2B content strategy was failing because we lacked big hero assets or enough publishing frequency. I tried both, but impact rarely compounded. Buyers weren’t following linear journeys—they were absorbing fragments across channels, peers, and AI-driven discovery. This post explores why common B2B content frameworks work in isolation yet fall short together, and why thinking in terms of a content ecosystem is now essential.

Jan 3

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

B2B content marketing didn’t just evolve, it exploded into a non-linear, AI-filtered maze. Where buyers jump across channels at 2× speed. And GenAI decides which brands even show up. The rules changed quietly while we were still playing the old game. Here’s how we got here and what it might take to stay visible in an AI-first world.

Dec 8, 2025

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About Me

Hi, I’m Chandan.

I lead content and business marketing at a global, publicly listed company with a market cap of over $1.4B.

But at heart, I’m simply someone who loves observing how ideas take shape, how people make decisions, and how good marketing quietly influences both.

I’ve spent over a decade in B2B and lifesciences marketing, building content engines, refining narratives, shaping product stories, and working across sales, strategy, and marketing.

But this site isn’t about my job title or achievements. This is where I think out loud.

I write because I believe good marketing is less about noise and more about clarity.

If you’re here, you’ll find reflections, experiments, unfinished thoughts, and ideas I’m still learning to articulate. Nothing polished. Nothing performative. Just genuine curiosity shared in public.

Welcome to my notebook.

Portrait of Chandan Malaker, B2B marketing strategist and author of My B2B Marketing Notebook.