# Alex Chan

Alex Chan is a Singapore-based marketer associated with Omni Digital. The posts focus on paid advertising and creative strategy, including testing ads, finding qualified leads, and helping businesses grow.

- Profile: https://b2binfluencer.marketing/creators/alex-chan/
- LinkedIn: https://www.linkedin.com/in/alexchansuanyang
- Topics: ecommerce, paid-ads, startup, creative-testing
- Based on 17 dated posts, latest 2026-10-06

## Summary

Most useful for paid advertising and creative strategy for Singapore B2B lead generation.

- Best for: Singapore B2B services or manufacturing-adjacent firms with referrals and no paid campaign history.
- Not for: Consumer lifestyle brands buying creator sponsorship inventory with fixed fees and audience guarantees.
- Check first: Confirm if Chan accepts creator-style brand partnerships and request rates, deliverables, and audience data.

### Takeaways

- A cheap lead is not a good lead.
- Ads are judged in seconds, and most brand video is built wrong.
- The product is usually fine; the assumed reason to buy is the problem.

## Main ideas

- **A cheap lead is not a good lead**: Chan argues that the number most agencies report, cost per lead, can look healthy while the business quietly loses money: leads that never qualify still cost the sales team hours. Their alternative is to define a qualified lead before launch, then send post-conversion information back into the ad platforms so the algorithms learn to find people who actually buy, not just click. They also reject monthly budget reviews as too slow; money should move weekly toward whatever is scaling profitably.
- **Ads are judged in seconds, and most brand video is built wrong**: Chan's creative rule: audiences decide almost immediately whether a message is for them, then spend the rest of the time justifying that decision — and the feed only speeds the process up. The practical consequence is that the opening seconds are the whole game; video made to look polished rather than convert wastes the spend behind it. They contrast most B2B brand video, which they say is not built to convert, with dedicated shoots where the value proposition lands clearly enough for a prospect to decide within the first 15 seconds, as well as podcast-style founder videos and self-filmed footage that read as real rather than commercial.
- **The product is usually fine; the assumed reason to buy is the problem**: Chan's most repeated teaching point is that businesses fail because they are certain about why customers care, not because the product is weak. They recommend watching what buyers actually do — where orders come from, how a product gets used — before making more ads based on the original story. When the real reason turns out to be different, changing the story rather than the product unlocks growth.
- **Sameness, not price, is what makes a lead expensive**: In crowded local categories, Chan argues, identical claims make buyers stop reading and start comparing prices, raising cost per lead without anyone changing the product or pricing. Their fix is to start with positioning: clearly explain what the method does differently and address the objections customers quietly carry into an enquiry call. Sharper messaging is then matched with founder-led content and, importantly, follow-up systems to close incoming enquiries.
- **Build a runway before you scale the spend**: Chan treats testing as a career principle and an advertising one. Their sequence: prove the creative works on a small scale, refine it, then move budget behind the winners. They define a paid-media foundation by audience, lead definition and budget flow before chasing momentum. It is their direct answer to how a business with no advertising history should start.
- **Do one thing properly instead of five anxiously**: Focus is Chan's most personal recurring priority. They describe spreading themself across several ventures at once and concluding that ambition on the outside can mean none of the businesses gets the version of them it needs. Their stated turning point was not a new idea but committing to the single skill they kept returning to: marketing. They make the same argument about advertising budgets, where concentrating spend behind tested winners beats spreading it across channels.
- **The campaign does not end at the enquiry**: Across the case studies, Chan treats lead handling as part of marketing, not a sales department problem. Campaigns are structured for measurement before momentum, and enquiries are tracked through qualification and follow-up so sales can close instead of chase. They pair media buying with the visibility and cadence that determine whether leads turn into revenue.
- **There is no best agency, only a fit**: Chan pushes back on the search for "the best agency in Singapore," comparing it to finding the best pair of shoes. Their argument: fit depends on where a business is. The agency that suits a funded startup burning cash for growth is often wrong for a lean local business, and an e-commerce specialist may have no idea how to generate leads for a tuition centre or a renovation firm. Buyers should instead ask who understands a business like theirs and can prove they have done it before.

## Work to read

- [5 things I learned from failing at 4 businesses before one finally worked](https://www.linkedin.com/posts/alexchansuanyang_5-things-i-learned-from-failing-at-4-businesses-activity-7506159003798761473-YAvz)
- [I didn't leap from banking to marketing — I tested it for 3 years first](https://www.linkedin.com/posts/alexchansuanyang_i-didnt-leap-from-banking-to-marketing-activity-7478656327926427648-Nqyz)
- [When a founder tells me they've grown the business entirely on referrals for 20 years](https://www.linkedin.com/posts/alexchansuanyang_when-a-founder-tells-me-theyve-grown-the-activity-7462678827195084801-PHIz)
- [Most marketing agencies optimise for cheap leads. The smart ones optimise for qualified ones.](https://www.linkedin.com/posts/alexchansuanyang_most-marketing-agencies-optimise-for-cheap-activity-7462312162020073472-PzsS)
- [We like to believe people judge us fairly. They don't. They decide in about 3 seconds.](https://www.linkedin.com/posts/alexchansuanyang_we-like-to-believe-people-judge-us-fairly-activity-7480063060578041857-gVfJ)
- [Most tuition centres in Singapore look identical online](https://www.linkedin.com/posts/alexchansuanyang_most-tuition-centres-in-singapore-look-identical-activity-7461581257664221184-SA4K)
- [A billion-dollar product almost died on the shelf because the people who made it were sure they already knew what it was for](https://www.linkedin.com/posts/alexchansuanyang_a-billion-dollar-product-almost-died-on-the-activity-7480425443825963008-dgbS)
- [Best digital marketing agency in Singapore](https://www.linkedin.com/posts/alexchansuanyang_best-digital-marketing-agency-in-singapore-activity-7507612855169593344-Q2QB)

## Brand relationships

- **Omni Digital** (owned_business)
- **Gentle Therapy** (client)

## Partnerships

Alex Chan's LinkedIn posts document client agency work, not a media partnership or sponsorship offer. They include a general sales contact invitation to businesses interested in Omni Digital's paid-advertising services, but that is a client enquiry channel, not a published partnership product. Buyers considering a paid collaboration should ask whether Chan accepts creator-style brand partnerships and, if so, request rates, deliverables, sponsorship formats, audience guarantees and exclusivity terms.

## Alternatives

- Joshua Chui: For the same decision — rebuilding paid-media targeting, creative testing and qualified-lead tracking for a long-established, referral-led B2B business — Joshua Chui is the stronger choice when the binding problem is the creative itself: the company's ads sound like every competitor's, and buyers cannot tell one offer from the next. Chui's documented work is built around that fix. In the tuition-centre case, Chui ran ads for nine centres competing for the same parents. The ads all opened on the same pain; what filled trial classes was leading with each centre's own teaching method. Chui generalises the same point to solution-aware buyers elsewhere: the problem gets you noticed, the mechanism gets you chosen. Chui works as a hands-on operator rather than an agency account — they say they make test ads themself, cite specific results (an 11.22% CTR against 1.02% for a discount ad to the same warm audience, a high-ticket coach scaled from $2k to $10k a week over six months, and time inside a DTC supplement brand spending $2M+ a month), and offer free test ads to brands spending $10k+ a month on Meta, with a case-study screenshot in return. For a referral-led B2B firm that has never run paid media, that offer is a low-commitment way to test whether an outside creative strategist can make the offer legible in a feed before committing to a retainer.
- Saikat Sarkar: For the same decision, Saikat Sarkar is the better choice when the bottleneck is after the click rather than at the top of the funnel. Sarkar's posts map the customer journey explicitly — customer question, content, profile visit, website, enquiry, follow-up, sales call — and argue that the right move is to find where people drop out and apply technology only at that point, rather than buying another tool or more traffic. They apply this to AI automation with a concrete failure mode: a system that books 30 sales calls where 20 are poor-fit, 6 no-show and 4 misunderstand the offer can look green on a dashboard while the customer experience is red underneath. The measurement set they recommend is qualified conversations, show-up rate, customer fit and actual enquiries. They also describe turning repeated sales-call objections into FAQs, landing-page copy and follow-up messages. That is the same feedback-loop principle Chan uses when feeding post-conversion data back into ad platforms, applied to content and site rather than bidding signals. For a long-established referral business with an in-house sales team, this is a useful corrective if the first paid campaigns produce enquiries that go cold because the website does not pre-qualify, follow-up takes two days, or every objection is handled from scratch on each call.
- Gemma Murphy: For the same decision, Gemma Murphy is the better fit when the business is small, owner-run, and the growth ceiling is operational rather than a lack of demand. Murphy's Business Stress Test is a seven-question diagnostic for owners who say they need more enquiries but would sink if more arrived: whether a lead gets a welcome email within five minutes; whether every lead lives in one CRM; whether the owner can see at a glance which leads have not been followed up in 48 hours; whether the website pre-qualifies; whether a 2AM visitor can get something useful without waking the owner; whether saying yes triggers automatic invoicing and onboarding; and whether the Google Business Profile is maintained. The threshold is blunt: score below three and you do not have an enquiry problem, you have a system problem, and you should fix it before buying more attention. For a referral-led B2B firm whose sales conversations are still tracked in inboxes and spreadsheets, that is a cheaper and more honest first step than a paid-media retainer. It also aligns with the sales-side data access that qualified-lead measurement eventually depends on. Murphy's own account explains the angle: moving from interior-design-adjacent printing work into building websites for interior businesses, then automating their own operation with CRMs, calendars and linked tasks, and now positioning on the strategy that lets an owner switch off at the end of the day.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/