Six People Have To Agree.Your Marketing IsTalking To One Of Them.
M’ai Digital is a boutique digital marketing agency in Singapore that markets B2B companies to the whole buying group, and measures the work on qualified pipeline rather than clicks. Every account is run personally by Michael Say, 10 years at CMO level across 11Asia Pacific markets, with B2B among the categories he has worked in longest.
- B2B SEO,AI SEO (GEO/AEO) and Google Ads built for long, committee-led sales cycles
- Measured on qualified opportunities and cost per opportunity, not cost per click
- Free B2B visibility audit, delivered live on a 30-minute call
No obligation. Cancellable contracts. Michael reviews your account personally.
6–10 decision makers · per B2B purchase
500+ AI-cited pages · For one client website
Founder-led · Every account, personally
Capped at 40 clients · Permanently
These are the issues we find in almost every B2B account we review. If two or more apply to you, the problem is structural — your agency is running a consumer playbook against a committeeled sale.
The enquiries arrive, but they are the wrong people
Students researching assignments, job seekers, overseas resellers and competitors checking your pricing. The lead countlooks healthy on the report and your sales team quietly stops trusting it.
Search intent and negative keyword lists are rebuilt first, with geo and firmographic filtering, and conversion tracking tied to the enquiries your sales team would actually accept.
You only appear at the very end of the buying journey
Your site ranks for your product name and little else. The buyer spent weeks defining the problem, building an internal case and drawing up a shortlist — and you were not present for any of it.
We build problem-stage and evaluation-stage content clusters, not just product pages, so you are visible while the requirement is still being written rather than after the shortlist closes.
Cost per click is the wrong number to optimise
When a single contract is worth five or six figures, cheap clicks are not the goal. An account optimised to cost per lead will reliably find you the cheapest and least qualified enquiries in the market.
We tie the ad account to your CRM stages where possible and report on qualified opportunities and cost per opportunity. Throughout his career, Michael has sustained conversion rates of 5% or above for clients.
AI builds the shortlist before anyone contacts you
Forrester’s 2026 Buyers’ Journey Survey of 18,000 business buyers found 94% used AI somewhere in their most recent purchase, with 55% comparing vendors inside AI tools. If those answers do not name you, you are not in the evaluation.
Generative Engine Optimisation is standard in every SEO engagement and measured by citations earned. Michael has secured 500+ AI cited pages for a single client website inside 12 months.
You were pitched by a director and handed a junior
The senior person who won your business disappeared after month one. A complex, technical sale now sits with someone two years into their career who has never spoken to your kind of buyer.
Michael runs your account personally. There is no one else to hand it to — that is the entire point of the 40-client cap.
Nobody can connect the marketing to the pipeline
Impressions up. Traffic up. Leads up. Six months later nobody can say which campaigns produced the deals that closed, so the budget conversation becomes an argument rather than a decision.
Reporting follows the path — enquiry, qualified opportunity, proposal, closed — with cost at each stage, then explains what changed and what happens next. Honest reporting, no spin, and cancellable contracts throughout.
Gartner puts the typical buying group for a complex B2B purchase at six to ten decision makers, each arriving with four or five pieces of information gathered independently. Forrester’s 2026 Buyers’ Journey Survey of 18,000 business buyers found 94% used AI somewhere in their most recent purchase. By the time an enquiry reaches your inbox, most of the deciding is already done.
Six to ten people have to agree
The person who fills in your form is rarely the person who signs. Behind them sit a technical evaluator, a finance approver, often procurement, legal and an executive sponsor, each with a different question and a different fear. Marketing that speaks only to the end user leaves the internal champion with nothing to forward.
Most of the decision happens where you cannot see it
Gartner finds buyers spend only about17% of the total purchase journey meeting potential suppliers, and as little as 5–6% with any single one. The rest is independent research, internal discussion and quiet comparison. You are being evaluated for weeks before anyone tells you the evaluation started.
Lead volume is the wrong target
Doubling enquiries while halving their quality is a worse outcome that reads as a better report. The number that matters is qualified opportunities and what each one cost, which means the ad account has to be connected to what sales actually accepted. Most B2B accounts we review have never been wired up that way.
Michael spent 10 years as Chief Marketing Officer at a Singapore marketing agency, directing strategy for more than 100 brands across 11 Asia Pacific markets. That work spans over 20 industries — healthcare and insurance, education and enrichment, interior design and renovation, consumer electronics, professional services, and specialist niches such as sand supply and precious metal recycling.
In 2026 he founded M’ai Digital for a single reason: to give Singapore businesses direct access to senior marketing expertise without agency overhead, junior handovers, or the cost of a full-time CMO hire.
- BSc Economics, University of London
- 10 years at Chief Marketing Officer level
- 100+ brands across 11 Asia Pacific markets
- 20+ industries, from regulated healthcare to industrial supply
- Specialist in SEO and Generative Engine Optimisation post-May 2026 Core Update
“B2B marketing fails on measurement more often than on creative. If cost per lead is the only number anyone reports, the account will dutifully find you the cheapest leads in the market — and in B2B the cheapest lead is almost always the wrong one. I would rather show you twelve enquiries that fit than eighty that do not.”
— Michael Say, Founder &Senior Digital Strategist, M’ai Digital
Every figure below reflects work Michael has delivered for clients across Singapore and the region during his career. Client names are withheld under confidentiality, and no patient information is ever used. He will walk you through the underlying accounts on your call.
Citations secured across ChatGPT, Google AI Overview, AI Mode and Gemini — for one healthcare client website, inside 12 months.
Achieved for a Singapore client over two years through sustained SEO strategy and content.
Delivered for multiple clients, sustained on page one of Google over more than a year.
Sustained consistently over two to three years, alongside conversion rates of 5% or above.
Take one service or the full stack. Either way, the same person plans it, executes it, connects it to your pipeline and reports on it.
B2B SEO
Rank for the problem, category and comparison searches your buyers run while the requirement is still being written. Technical foundations, solution page architecture, expertise signals and the evaluation-stage content your internal champion needs to forward.
AI SEO / GEO for B2B
Get named inside ChatGPT, Perplexity, Gemini and Google AI Overviews, where more than half of buyers now compare vendors. Structured data, answer-first category content and clear entity framing — the same approach that produced 500+ AI-cited pages for one client site.
Google Ads For B2B
High-intent search campaigns with negative keyword lists that strip out students, job seekers and overseas resellers. Wired to your CRM stages where possible, so the account optimises towards qualified opportunities instead of cheap clicks.
LinkedIn & Social Media Marketing
Organic content and paid campaigns aimed at the whole buying group, not just the end user. LinkedIn does the work Google cannot — reaching the finance approver and the executive sponsor before they are searching for anything at all.
B2B Web Design & Development
Mobile-first, fast, SEO-ready sites with clear solution pages, credible proof, and paths for both the researcher and the ready buyer. Structured data for the organisation and its services, plus Core Web Vitals built in rather than patched.
Fractional CMO
CMO-level strategy and oversight without a fulltime hire. Best where you already have a marketing executive or a sales-led team that needs senior direction rather than more execution.
Forty client slots means we say no more often than we say yes. Being honest about fit upfront saves everyone a wasted quarter.
M’ai Digital is a strong fit if…
- You would rather have twelve enquiries your sales team accepts than eighty they quietly ignore, and you are willing to be measured that way.
- You wantto speak to the senior person doing the work — not a junior, and not a coordinator relaying messages
- You can committo two or three quarters before judging results, because a B2B sales cycle is often longer than that on its own.
- You have realised buyers now build shortlists inside AI answers, and you would rather move early than catch up later.
- You are already spending on Google Ads and suspectthe budgetis going to the wrong clicks — students, job seekers and overseas traffic rather than buyers.
We are probably not right if…
- You need page one rankings in 30 days. Nobody can deliver that honestly, and we will not pretend otherwise.
- You want the cheapest quote in the market. We are boutique and priced accordingly.
- You are looking for a supplier to take orders rather than a strategist who will push back.
- You want volume — more posts, more pages, more links — regardless of whether any of it builds authority.
- You want Google Ads running on a few hundred dollars a month. At that level there is too little data to A/B test, and no honest way to judge whether the ads are working.
Here is exactly what happens after you submit the form — so there are no surprises and nothing
to brace for.
1
You submit the form
Takes about 60 seconds. We only ask for what is needed to run a useful audit — your website, what you sell and to whom, and your budget range. You will hear back within one business day.
2
Michael audits your account personally
Not a template PDF from a tool. Michael reviews your visibility across problem, category and comparison searches, your technical foundations, your AI citation presence and your ad account — including where the spend is going that your sales team would never accept.
3
A 30-minute call, no obligation
He walks you through the findings and what would fix first, including how to connect the account to something closer to pipeline. If we are not the right fit, he will say so. You keep the audit either way.
Free. No obligation. Cancellable contracts.
Gartner puts the typical buying group for a complex B2B solution at six to ten decision makers, each arriving with four or five pieces of information they gathered independently. That is why a single well-written product page rarely moves a deal — it answers one person’s question while five others remain unconvinced. In practice the group usually includes the end user who feels the problem, a technical evaluator, a finance approver, often procurement and legal, and an executive sponsor
who cares about risk rather than features. The practical implication for marketing is that your internal champion needs material they can forward, and each of those roles needs something written for them.
Yes, but it has to be measured differently or it will be judged a failure while working perfectly well. A B2B search account produces enquiries within weeks, and those enquiries may not close for two or three quarters, so an account assessed on same-month revenue will always look broken. The fix is to define an intermediate conversion your sales team genuinely respects — a qualified opportunity, a scoped call, a proposal request — and optimise towards that rather than towards form fills. Where the CRM allows it we feed those stages back into the ad account, so the bidding learns what a good enquiry looks like instead of what a cheap one looks like.
Usually six to nine months for meaningful organic movement, and longer in technical categories where a handful of established players hold the top positions and have done for years. Anyone promising page one in 30 days is either guessing or lying, and we would rather lose the pitch than make that promise. Google Ads behaves differently — a properly rebuilt B2B account can produce qualified enquiries within the first few weeks, which is why most B2B clients run paid alongside SEO while the organic work compounds. There is also a cycle effect worth planning for: content published in October may only show up as closed revenue the following year, so the honest measurement window is a full sales cycle plus the ramp.
Because the shortlist is increasingly assembled inside an AI tool rather than on a results page. Forrester’s 2026 Buyers’ Journey Survey of18,000 global business buyers found 94% used AI somewhere in their most recent purchase, with 55% comparing vendors in AI tools and 47% building the internal business case before contacting any vendor at all. If the AI does not name you, you are not in the comparison and you never learn that you lost. Generative Engine Optimisation is the work of being one of those named sources, through structured data, answer-first category content and clear entity signals. Michael has secured more than 500 AI-cited pages for a single client website inside 12 months.
They do different jobs and the better question is usually the split rather than the choice. Google captures buyers who already know they have a problem and are actively researching a solution, which is why it produces the nearest-term enquiries. LinkedIn reaches the rest of the buying group — the finance approver and the executive sponsor who are not searching for anything, but who will need to agree later. For most Singapore B2B companies we start with search, because it pays for itself faster, then add LinkedIn once there is enough pipeline to justify influencing the committee rather than only capturing demand.research far more deeply before booking. We will tell you honestly on the call which of these your clinic looks like.
You work with Michael. There is no account management layer to pass you to — that is the structural point of capping the roster at 40 clients. He plans the strategy, oversees the execution, connects the reporting to your pipeline and presents it himself. For a technical or considered sale this matters more than it does elsewhere, because the person writing your copy has to understand what your buyer is actually worried about.
Get a free audit of your search visibility, AI citation presence and where your ad budget is actually landing, plus a 30-minute call with Michael. If there is a better route for your business than working with us, he will tell you that instead.
- Michael audits your account personally — not a tool export, not a ju
- Includes a review of enquiry quality, not just enquiry volume
- You keep the findings whether or not you engage us
- No obligation, and all contracts are cancellable if you are unsatisfied
The permanent client cap. When the roster is full, we stop taking enquiries until a slot opens.
Michael personally audits your site, search visibility, AI citation presence and ad account, then walks you through it on a call. Not a sales pitch.
We reply within one business day. Your details are used only to prepare your audit and are never shared or sold.
- Cancellable contracts
- No junior account handover
- Honest answer even if we’re not the right fit