A twelve-month program to build a US$29M enterprise pipeline for TTD in Southeast Asia.
60% of all advertising dollars are spent outside North America, but only 14% of The Trade Desk's revenue comes from outside it. To become a real contributor, the Southeast Asia business has to compound many times over. That means net-new enterprise business, won through a few hundred senior-level advertiser and agency relationships.
NO BS works with you to build those relationships from meeting, to pipeline, to close.
Projections
The fundamentals
The program at a glance
What you get
Target list. Named senior advertisers and agency media leaders in scope.
The rooms. Senior, in-person sessions convened and co-led by TTD and NO BS.
Meetings. Qualified 1-on-1s, tracked by name and stage in your CRM.
Reporting. A live dashboard of all activity, plus weekly progress meetings.
Why it works
The model. Give before you take: senior rooms peers can't access on their own.
Validated. Tej has attended first-hand.
Conversion. 70% of participants to 1-on-1s; 40% of those to CRM opportunities.
Scale. ~5,300 in-scope decision-makers across your priority verticals.
Why it's low risk
Cost. US$10K per month for twelve months, a predictable, defined line item.
Payback. Recovered many times over by a single enterprise close.
Phased. Singapore and Malaysia first, expanding to Indonesia and Thailand once proven.
Transparent. Every name, stage and week visible, nothing in a black box.
APAC is growing fast. To make an impact, it has to grow many times faster.
60% of all advertising dollars are spent outside North America, but only 14% of TTD's revenue comes from outside it. To become a real contributor to a business this size, APAC has to compound many times over.
That means net-new enterprise logos, and net-new is the hardest pipeline there is to build.
Why is net-new hard?
Senior level execs are hard to reach
Regional budgets are set by a few hundred CMOs and marketing leaders whose default is buying Meta and Google direct. The case for TTD has to be made in person, peer to peer.
Everyone is chasing them
The same small population of decision makers gets bombarded daily with AI-powered emails, InMails, whitepapers, webinars, and invitations to conferences. Tej experiences this himself.
Net-new is nobody's job
Sellers at big tech prioritize quick wins and existing accounts to meet quotas. Building net-new enterprise takes time, energy and high-level networks that sellers don't naturally have. Marketing sits too far up the funnel to actively drive net-new business.
Give before you take.
Behind every large enterprise deal that closes in this region is a high-level peer-to-peer relationship. You can't build that relationship by making asks, you need to offer something of value first.
Spearfish in a small elite pond, not hit-and-hope
Decision making in APAC is top heavy. A dozen of the right people in an intimate setting beats a thousand badge scans.
Reach out like a peer
A real message from a real peer, about something they care about. Not InMail, not AI-slop emails, definitely not cold calls.
Offer something they want, not something you want to give
A real conversation on real issues with real peers. Not whitepapers, webinars or demos.
Share your point of view
Project credibility through your point of view, told through stories, experience and insight. No slide decks.
Earn the 1-on-1, never demand it
You've built credibility, authority and goodwill before your ask. The follow-up is more organic and more to-the-point because they already know and respect your point of view.
This isn't theoretical. Tej was in the room for it.
The Serious Fluence lunch on influencer marketing to Gen Z, co-hosted with NO BS, was exactly this playbook: senior marketing leaders from brands, platforms and agencies, in a room they wanted to be in. Tej, representing The Trade Desk, attended.
Who was in the room
ICP: senior marketing leaders from brands, platforms and agencies.
In the room: peers across consumer brands, ad platforms and agencies.
More proof points
Integrate: CEO dinner event in Singapore
An evening for B2B marketing leaders, co-hosted with the CEO of Integrate, on the revenue impact of trusted marketing data. View the post on LinkedIn ↗
In the room:
Serious Fluence: Creator marketing lunch in KL
A private lunch in Kuala Lumpur, co-hosted with the CEO of Serious Fluence, for B2C marketing leaders, on creator marketing. View the post on LinkedIn ↗
In the room:
Gimmefy: Brand marketer lunch in Singapore
A lunch event in Singapore, co-hosted by the CEO of Gimmefy, for brand marketers navigating the shift to AI. View the post on LinkedIn ↗
In the room:
Your top advertiser verticals: 5,300+ senior marketing leaders.
The people who decide your APAC ad budgets, mapped by vertical and market.
| Vertical | Singapore | Malaysia | Indonesia | Thailand | Total |
|---|---|---|---|---|---|
| Advertisers | 1,876 | 699 | 1,857 | 684 | 5,116 |
| Food, drink & CPG | 109 | 33 | 116 | 57 | 315 |
| Healthcare & pharma | 186 | 42 | 180 | 47 | 455 |
| Automotive | 23 | 20 | 192 | 25 | 260 |
| Technology & computing | 715 | 151 | 447 | 127 | 1,440 |
| Retail, home & fashion | 188 | 87 | 392 | 158 | 825 |
| Financial services | 559 | 312 | 450 | 189 | 1,510 |
| Travel & hospitality | 96 | 54 | 80 | 81 | 311 |
| Agencies | 90 | 45 | 65 | 40 | 240 |
| Total | 1,966 | 744 | 1,922 | 724 | 5,356 |
Source and method. LinkedIn Sales Navigator, September 2026. Figures are C-suite, VP and Director marketing leaders at companies of 1,000+ employees. Verticals are mapped from The Trade Desk's 2025 spend-by-industry mix to LinkedIn categories (Shopping, Home & Garden and Style & Fashion bunched into retail; Personal and Business Finance into financial services) and ordered by that spend; agencies added as the buying channel. Most cells are live counts. Indonesia's financial-services figure is estimated at about 450: LinkedIn returns 2,000+ there, inflated by loose "Chief Marketing Officer" titling, but Singapore is the region's financial-marketing hub, so Indonesia lands below it. Agencies count the decision-making layer only, the media investment, planning, programmatic, trading and activation leaders (plus Chief Media and Investment Officers) who direct client spend across channels, so those are estimates too.
Where we'd start, and how fast.
The ICP work on the previous tab puts a real number on the population: 5,300+ senior marketing leaders across your four SEA markets, 2,710 in the Singapore and Malaysia core we start with. Here is the sequence.
How we'd prioritize
By market
- Singapore and Malaysia in the first six months, where the buyers concentrate.
- Indonesia and Thailand from month seven, once the motion is proven.
By vertical
- Lead with the deepest pools: financial services (1,510), technology (1,440), retail (825).
- Then sequence down your 2025 spend: food & drink, healthcare, automotive.
- Agencies run in parallel, targeting the media-investment and programmatic leaders who direct client spend.
By title
- C-suite and VP first, directors next.
- Start with the people who set the media agenda, not the ones who execute it.
Over 12 months, Singapore and Malaysia first, then Indonesia and Thailand
- Find the right peopleBuild the named target list from the ICP: the exact CMOs, media and programmatic leaders worth a room.
- Reach out like a peerReal messages from real people to the few who matter, not a sequence tool running on its own.
- Convene the roomSmall, senior, co-hosted marketing lunches in the program markets, the kind of room they actually want to be in.
- Earn the 1-on-1Every room converts into named 1-on-1s, and we sit in every meeting that matters.
- Live trackingDashboards on activity, conversion and deal progression in your CRM, so you always see the pipeline.
- Weekly updates with usA standing weekly check-in where we walk the numbers together and agree the next moves.
What the program is worth, in your terms.
NO BS takes full accountability for the top of this funnel. The defaults below reflect what we typically see, but move the sliders to your own numbers to get a real view of what this NO BS x The Trade Desk collaboration could produce.
Default sliders reflect our working estimate over 12 months: 18 events × 8 attendees is about 144 senior leaders reached, 80% to a real 1-on-1, 50% of those to a CRM opportunity, about a 20% win rate on close. At a $500,000 average ACV that is $29.0M in pipeline and $6.0M won. Move the sliders to your own numbers.
Operators, not consultants.
Most firms sell you a plan. We are the team that executes it, in the room, from month one.
Moving Asia from strategy deck to P&L.
More on NO BS ↗
Yuri Bhanage, CEO
NO BS works with sales leaders and founders to execute sales motions that actually convert in Asia. We don't advise from the sidelines or theorise about markets, we work in them, running outbound, establishing high-level relationships, building pipeline and closing deals.
Led by CEO Yuri Bhanage, who brings 15+ years of hands-on sales experience in Asia, across SE Asia, China, India and the US, from Fortune 500 to seed-stage startups. Selling to enterprise clients like AIA, Accenture, EY, KPMG, Braze, Almosafer, American Express and New Relic. Connect on LinkedIn ↗
Rahul Gokhale, Director
Brings a senior operating perspective from large, complex organizations, with leadership roles at Microsoft, Zendesk, KPMG, Deloitte and Korn Ferry across customer success, partnerships, transformation and leadership. Connect on LinkedIn ↗
Case studies
Serious Fluence
50 meetings in 3 months with senior B2C marketing leaders from the likes of Google, Airwallex, Samsonite and Estée Lauder.
ByteDance
30 meetings in 3 months with founders and CTOs for the BytePlus AI product, 5 progressing to POC stage.
WhyQ
Built an outbound enterprise sales motion from scratch, leading to a US$200K+ enterprise deal closed in the first 3 months.
Why NO BS
Results from month one
Outreach, meetings and pipeline building from day 1, landing in the first month, not after a long ramp.
Enterprise access, without the overhead
Reach the top levels of the enterprises you want, without investing millions in a market-development team to get there.
Results that count, not theories
Meetings, opportunities and deals, tracked by name. Not market theories or a strategy deck that sits on a shelf.
What we'd need from you.
We can get into a lot more detail from here, but four questions first.
- Do the projected outcomes align with your targets?
- What questions do you have on our approach?
- How big a priority is this for you?
- What budget can you allocate to achieve these outcomes?