Marketing that answers to revenue. Not activity.

Lime Marketing is a fractional CMO and strategic marketing partner for B2B companies in APAC. We bring the senior marketing leadership you don't have in-house — positioning, demand generation and measurement that connect to pipeline.

Start a conversation See what we do

Based in Singapore. Working across Asia Pacific.

The gap we fill

Your team is executing. Nobody owns the strategy.

Junior team, senior gap

You've hired marketers to run events, design and campaigns. But no one senior guides them — so your CEO or sales leader ends up hand-holding marketing they don't really know.

Marketing at HQ, sales in APAC

Your marketing sits at global HQ — the US, Europe or China. Your APAC sales team is live and asking for support, but the region doesn't justify a marketing hire yet.

No marketing team at all

You're growing on founder hustle and sales grit. Marketing should be pulling its weight by now — but building a team from scratch is a bet you're not ready to make.

Ask any of these teams what marketing contributed to revenue last quarter, and the honest answer is a list of activities, not a number. A full-time CMO is the obvious fix — and often the wrong one at your stage. You need the thinking, not the headcount.

What we do

Senior marketing leadership across three areas

We're a strategic layer and a thought partner — with hands-on execution and a bias toward what matters: pipeline and revenue outcomes.

01

Positioning & Go-to-Market

  • Market and ICP definition
  • Positioning and messaging that sales actually uses
  • GTM strategy for launch, growth or APAC market entry
  • Translating global strategy into regional execution
02

Demand Generation & Content

  • Demand gen strategy built from scratch or sharpened
  • Campaign planning tied to pipeline targets
  • Content that earns attention from real buyers
  • Channel mix that fits your market, not a template
03

Measurement & Revenue Ops

  • Pipeline and funnel metrics that leadership trusts
  • Marketing-to-sales handover that doesn't leak
  • Reporting on velocity and revenue impact, not vanity
  • The operating rhythm to keep it all honest
Specialist practice

Partner & Ecosystem Marketing

Most consultancies stop at direct demand gen. Partner marketing is a different discipline — it only works when you understand your partners' P&L, their business model, and what makes selling you worth their while.

We've run partner and ecosystem marketing across APAC for years: to-partner, through-partner and with-partner. If your growth runs through resellers, distributors, hyperscalers or marketplaces, we can lead it inside a broader engagement — or run it as your outsourced partner marketing function.

How we think

The LIME framework

Everything we do is rooted in four principles. They keep the work sharp and the outcomes measurable.

L

Lead

With clarity on market, ICP, positioning and revenue goals — before a dollar is spent on campaigns.

I

Ignite

Demand, with sharp strategy, campaigns and content built for the buyers you actually want.

M

Measure

What matters: pipeline, velocity and revenue impact. Not impressions, not activity counts.

E

Elevate

Your brand into the LIMElight — stronger awareness, better pipeline, faster conversion.

How we work

Three ways to engage

Every engagement is scoped to your stage and your gap. Specialist execution — paid media, SEO, design — runs through vetted partners under Lime's direction, so you get one accountable partner, not a stack of vendors. And one thing stays constant: we build your team's ability to run independently — we don't create dependence.

Fractional Marketing Arm

For companies that need marketing run end-to-end

Embedded marketing leadership, part-time — from strategy through execution. We own the plan, do and direct the doing, and sit in your leadership conversations. Because a good strategy is worth nothing without execution.

Project-Based

For a defined problem with a deadline

A scoped piece of work with a clear outcome: positioning and messaging, a GTM plan for a launch or market entry, a demand gen engine built and handed over. Fixed scope, fixed timeline.

Strategic Advisory

For teams with marketers executing but no senior direction

Your team keeps executing — we set the direction, review the work and coach them up. Your CEO or sales leader stops being the de facto CMO, and your marketers finally get guidance from someone who's done it.

For global companies

Your APAC marketing arm

Marketing sits at HQ. Sales is already on the ground in APAC. Lime fills the gap in between — senior regional marketing that works as an extension of your global team.

Outsource before you insource. Prove the region before you commit a headcount.

  • Translate HQ strategy into what works market by market — the motion that wins in Sydney won't win in Jakarta or Tokyo
  • Give your APAC sales and BD team the campaigns, content and air cover they've been asking for
  • Regional judgment on where to spend and where not to — from someone who knows these markets
  • Partner-first market entry — we build and run the partner marketing motion where direct isn't viable yet
  • When the region proves out, we help you scope, hire and hand over to your first in-house marketer
Why fractional

The same budget, spent smarter

What a mid-level full-time marketing hire costs you is roughly what CMO-level leadership plus execution costs with Lime. Here's the difference.

One mid-level full-time hire

  • One person, one skill set
  • Needs direction — but there's no one senior to give it
  • 3–6 months to recruit and onboard
  • CPF, benefits, equipment and recruitment fees on top
  • If it's the wrong hire, you find out in a year

Lime as your fractional partner

  • CMO-level strategy plus hands-on execution
  • Sets the direction and directs the doing
  • Productive in weeks, not quarters
  • No CPF, no benefits, no recruitment overhead
  • Scale up, scale down or stop as your needs change
Who we work with

B2B companies serious about marketing as a growth lever

B2B SaaS & AI

From seed-stage building demand gen from scratch to scale-ups entering APAC without regional marketing leadership.

Tech-enabled services

Companies whose product is strong but whose story is stuck — positioning that undersells what they actually deliver.

B2B marketplaces

Two-sided businesses that need marketing to work as a system, not scattered campaigns on each side.

We're deliberately selective. We work best with teams that are ready to move beyond scattered campaigns and want a partner who will tell them the truth — including when the answer is "don't spend that money."

About

Led by a marketer who has sat at the revenue table

Ericia Lim, Founder of Lime Marketing

Lime Marketing was founded by Ericia Lim, a B2B technology marketer with over 20 years of experience across Asia Pacific — spanning global enterprises and high-growth startups.

She has spent that career in sales leadership and senior leadership rooms, as the marketing voice at the table. That vantage point shapes everything Lime does: marketing built to earn sales' respect and stand up to a revenue leader's scrutiny — not marketing that exists for its own sake.

Her deepest expertise spans CX/CCaaS technology and partner & ecosystem marketing — one of B2B's hardest disciplines — with a growing practice serving AI and SaaS companies expanding in ASEAN and the wider region. Lime runs deliberately lean: strategy led by Ericia, execution scaled through a trusted bench of senior specialists engaged per client. It keeps us resourceful by habit — every dollar has to work — and it means you pay for output, not overhead.

20+years in B2B tech marketing
APACregional leadership experience
SGheadquartered in Singapore

Let's find out if there's a fit

A 30-minute conversation. You bring your marketing challenge — we'll tell you what we see, whether or not we work together.

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