A twelve-month program to open US$25M of net-new enterprise pipeline for The Trade Desk across Singapore, Malaysia, Indonesia, Thailand, Vietnam and the Philippines.
Growth has to come faster now, and APAC is where it compounds. 60% of global ad spend sits outside North America; only 14% of your revenue does. Closing that gap is net-new enterprise business, won through a few hundred senior advertiser and agency relationships, and the pressure to open them is only rising.
Every platform is chasing the same CMO with the same playbook: AI-written InMails, webinars, conference booths. It doesn't land, and it's slow. The case for the independent open internet gets made in a room, peer to peer, or it doesn't get made.
NO BS is the engine that opens those rooms. We convene senior marketing and agency leaders on the open-internet and AI agenda, timed around The Trade Desk's own moments, then convert them into named pipeline, from month one.
Your buyers
Projections
The fundamentals
The program at a glance
What you get
Target list. Named senior advertisers and agency media leaders, in scope across the six markets.
The access. Senior, in-person sessions co-led by The Trade Desk and NO BS, on the independent open-internet agenda.
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 access peers can't reach on their own.
Validated. Tej has been in the room first-hand.
Conversion. 70% of participants to 1-on-1s; 40% of those to CRM opportunities.
Scale. ~4,600 senior decision-makers across your priority verticals.
Why it's low risk
Cost. US$10K a month, a fraction of one loaded senior hire, with no recruiting, ramp or headcount to carry.
Payback. On the default math, 10 closed deals are ~US$5M in signed revenue, 42× the US$120k first-year fee.
Phased. Singapore and Malaysia first, then Indonesia and the Philippines, then Thailand and Vietnam.
Transparent. Every name, stage and week visible, nothing in a black box.
The Trade Desk has independence. The growth is in the rooms where the enterprise media decision actually gets made.
60% of all advertising dollars are spent outside North America, but only 14% of The Trade Desk's revenue comes from outside it. Closing that gap in APAC means net-new enterprise logos, and net-new is the hardest pipeline there is to build.
A few hundred CMOs, marketing VPs and agency leaders set the regional ad budgets. Those relationships are exactly what a regional commercial team, covering six markets and a full target, rarely has the bandwidth to build. Every platform is chasing the same buyer with the same story.
Why is net-new hard?
Senior buyers 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 the independent open internet has to be made in person, peer to peer.
Everyone is chasing them
The same small population gets bombarded daily with AI-written emails, InMails, whitepapers, webinars and conference invites. Tej sees it himself. Another sequence does not land.
Net-new is nobody's job
Quota-carrying sellers will naturally prioritize quick wins and existing accounts, while marketing drives top of the funnel. Net-new enterprise dealmaking takes dedicated bandwidth, know-how and senior level involvement.
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.
Ride The Trade Desk's own momentum
Regional-hub launches, CTV and open-internet moments, PR and partner events are built-in credibility. Time the room around them and the invite carries The Trade Desk's momentum, not a cold ask.
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.
Our playbook is seat-agnostic: convene the senior people you need into a room they actually want to be in, then convert. Here is that motion working across clients, industries and geographies. The strongest proof for The Trade Desk: Tej has already been in one of these rooms.
Proof point
Serious Fluence: marketing lunch in Singapore
Who we did it for: Serious Fluence, a creator-marketing company. We co-hosted the lunch on the future of creator marketing, and Tej, representing The Trade Desk, was in the room. See the post on LinkedIn ↗
The ICP in the room: senior marketing leaders, director and above, from brands, ad platforms and agencies, the exact seat The Trade Desk needs to reach.
Why it maps to The Trade Desk: your buyer was already in it. The same convene-and-convert motion opens your pipeline with CMOs, media and agency leaders across the six markets.
In the room:
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:
ByteDance: outbound to AI founders and CTOs
No event here: a direct, peer-to-peer outbound motion we ran for ByteDance's BytePlus AI product. 30 meetings in 3 months booked straight into the calendars of founders, CEOs and CTOs at AI and technology companies, with 5 progressing to POC. Proof the same convene-and-convert discipline books senior buyers one on one, not just in a room.
Who we met:
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 buyers: senior marketing and agency leaders at 1,000+ employee firms across six SEA markets.
Two buyer groups set the regional ad spend: advertisers and the agencies that direct it. We size advertisers by vertical, agencies as the buying channel, across Singapore, Malaysia, Indonesia, Thailand, Vietnam and the Philippines, at firms of 1,000+ employees.
| Vertical | Singapore | Malaysia | Indonesia | Thailand | Vietnam | Philippines | Total |
|---|---|---|---|---|---|---|---|
| Advertisers | 1,268 | 524 | 1,167 | 514 | 284 | 496 | 4,253 |
| Food, drink & CPG | 71 | 18 | 67 | 30 | 22 | 29 | 237 |
| Healthcare & pharma | 132 | 26 | 95 | 33 | 21 | 84 | 391 |
| Automotive | 10 | 13 | 140 | 14 | 6 | 9 | 192 |
| Technology & computing | 479 | 105 | 268 | 77 | 83 | 83 | 1,095 |
| Retail, home & fashion | 156 | 72 | 221 | 148 | 48 | 95 | 740 |
| Financial services | 339 | 242 | 300 | 154 | 75 | 151 | 1,261 |
| Travel & hospitality | 81 | 48 | 76 | 58 | 29 | 45 | 337 |
| Agencies | 89 | 41 | 72 | 42 | 31 | 58 | 333 |
| Total | 1,357 | 565 | 1,239 | 556 | 315 | 554 | 4,586 |
Source and method. LinkedIn Sales Navigator, October 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 300: LinkedIn returns 1,000+ 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 media-investment layer only, the media investment, planning, programmatic, trading and activation leaders (plus Chief Media and Investment Officers) who direct client spend, estimated at roughly a fifth of all senior agency marketers, so those are estimates too.
Priority markets. Singapore and Malaysia first, where the buyers concentrate, then Indonesia, Thailand, Vietnam and the Philippines once the motion is proven. Named, de-duplicated target lists per market are built on kickoff.
Where we'd start, and how fast.
The ICP puts a real number on it: 4,500+ senior marketing and agency leaders across the six markets, 1,920 in the Singapore and Malaysia core we start with. Here is the sequence.
How we'd phase it across 12 months
Phase 1 (0-4 months): Singapore and Malaysia, the 1,920 senior buyers where the pools are deepest. Lead with financial services (1,261), technology (1,095) and retail (740).
Phase 2 (4-8 months): Add Indonesia and the Philippines once the motion is proven.
Phase 3 (8-12 months): Add Thailand and Vietnam.
Throughout: agencies run in parallel, targeting the media-investment and programmatic leaders who direct client spend. C-suite and VP first, directors next.
Within each phase, the motion:
- 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 × 7 attendees is about 126 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 $25.0M in pipeline and $5.0M in signed revenue, roughly 42× the $120k in first-year fees. 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 ↗
NO BS is a sales execution firm that helps enterprises build pipeline and close deals across APAC.
We don't advise from the sidelines or theorise about markets, we work in them: running outbound, winning meetings, hosting sales conversations, building pipeline, closing deals and learning directly from buyers.
Yuri Bhanage, CEO
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. Most importantly, Yuri and NO BS have worked this category of buyer across multiple clients, so the media and platform buyer is familiar ground and we hit the ground running. Connect on LinkedIn ↗
Rahul Gokhale, Director
Brings a senior operating perspective from large, complex organizations, with leadership roles at Microsoft, Zendesk, KPMG and Deloitte, direct experience in the enterprise-software and cloud ecosystem The Trade Desk's buyers operate in, across customer success, partnerships and transformation. Connect on LinkedIn ↗
Prantik Mazumdar, Advisor
Two decades in the marketing and agency world across Asia Pacific. Co-founded and scaled Happy Marketer, a leading Singapore digital-marketing and analytics agency, through to exit, and now builds AI-native growth services at Kreg.ai. Brings deep agency-side relationships across the region's marketing leadership. Connect on LinkedIn ↗
Ajay Mohan, Advisor
Has spent his career helping technology companies grow in Asia, across go-to-market, brand and demand in Southeast Asia. Brings a tech-marketing lens and senior relationships through the region's technology and platform ecosystem, the exact category The Trade Desk sells into. Connect on LinkedIn ↗
Prem Kamath, Advisor
CEO of Serious Fluence and two decades in ad-supported media and broadcast. Deep agency and media-buying experience, turning creator and media investment into measurable revenue for brands like DBS, IKEA, BMW and Nestle. The media and platform buyer is home turf. 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.
Do more with less
A senior pipeline engine that delivers from month one, for a fraction of the cost of hiring, ramping and carrying a regional team. More output, faster, no overhead.
Results that count, not theories
Meetings, opportunities and deals, tracked by name. Not market theories or a strategy deck that sits on a shelf.
Start with Phase 1. See the motion work in four months.
Begin with Phase 1 as a self-contained start: six senior rooms, led by Tej, across Singapore and Malaysia, over four months. One line item, one signature, no committee.
Tej's recent move to Singapore to take over the Southeast Asia team, coupled with The Trade Desk's product innovations, gives us an authentic reason to reach out to Tej's peers. With our guidance, these peer-to-peer meetings build the relationships, intel and momentum that flow into sales and marketing pipelines and, most importantly, into the bottom line.
What we run
The list. A named target list from the ICP: the exact marketing and agency leaders worth a room. If there are accounts or people you already have live conversations with, we filter them out, no problem.
The outreach. Real, peer-to-peer invites from us, not a sequence tool.
The rooms. Six small, senior sessions, co-hosted and led by Tej.
The follow-up. Every room converted into named 1-on-1s, tracked in your CRM, with weekly updates.
Why start here
Easy to sign off. One budget line, no multi-stakeholder approval, no procurement cycle.
Proof before scale. See the names, the rooms and the pipeline before committing to the year.
Low commitment. A 12-month engagement at the same US$10K a month as the full program, with the option to discontinue after the first four months.
Rolls straight in. If it works, we continue into the full program across all six markets.
What we'd need from you.
We can get into a lot more detail from here, but three questions first.
- Do the projected outcomes align with your targets?
- What questions do you have on our approach?
- Is the Phase 1 kickstart in Singapore and Malaysia the right way to begin, and if so, what are the next steps from a procurement, budgeting and approvals standpoint?