A twelve-month program to open $2.3M of net-new pipeline for Twilio in Singapore, then scale the same motion across your APJ markets.
Twilio has the category and the brand. What a marketing org stretched across APJ cannot easily do is get senior marketing and CX leaders into a room, week after week, and turn that into pipeline for field sales.
You already own the brand-to-revenue engine, the regional campaigns and a partner ecosystem built for diversified routes to market. NO BS turbocharges it: one more route to market your team doesn't have to staff, reported by name, stage and dollar, handed straight to sales.
You have already seen it work. You were in the room at the Serious Fluence lunch in Singapore, the same convene-and-convert play, pointed at Twilio's buyers. We prove it in Singapore, then scale to your next APJ market.
Your buyers in Singapore (at 1,000+ employee companies), before we expand across APJ
Projections
The program at a glance
What you get
Target list. Named marketing and CX directors at 1,000+ employee consumer-scale companies in Singapore.
The access. Senior, in-person sessions co-hosted by Twilio and NO BS, built around customer engagement, CX and AI.
Meetings. Qualified 1-on-1s, handed to your field sales team and tracked by name and stage in your CRM.
Reporting. A live dashboard of all activity, plus weekly progress meetings, marketing-sourced pipeline you can report up.
Why it works
Warm start. We already convene this exact senior marketing and CX audience, so we hit the ground running.
The model. Give before you take: senior access peers can't reach on their own.
You've seen it. The same motion you watched at the Serious Fluence lunch, see the proof.
Conversion. 70% of participants to 1-on-1s; 40% of those to CRM opportunities.
Scale. ~5,900 marketing and CX directors in Singapore alone, then the rest of APJ.
Why it's low risk
Cost. $6K per month for twelve months, a predictable, defined line item.
Payback. Six projected new logos at a $75k landed ACV are $450k in signed value, about 6.3× the $72k first-year fee, and Twilio accounts expand on consumption from there.
Phased. Singapore first, expandable market by market across APJ once proven.
Transparent. Every name, stage and week visible, nothing in a black box.
Category leadership gets Twilio shortlisted. It does not get your team into the senior rooms where pipeline is actually won.
Here is the gap. A customer-engagement platform is a considered, cross-functional decision: marketing, CX, CRM and digital leaders shaping it together as they rationalise a fragmented stack. The pipeline that matters comes from getting those senior people into a room and earning a real conversation, and that is the one thing brand webinars, InMail and conference booths cannot buy you.
Running that senior, in-person motion week after week is exactly what a marketing org stretched across all of APJ rarely has the time or local network to do, so the pipeline it should produce quietly goes unbuilt. That is the gap this program closes.
Why are these rooms hard to reach?
Category leadership only goes so far
Being the Omdia and IDC leader gets Twilio on the shortlist, it does not get the CMO or Head of CX into a room. That still takes a warm, peer-led invitation on a topic they care about, not a brand webinar they can skip.
Everyone is chasing them
The same senior marketing and CX population is bombarded daily by martech vendors, agencies and platforms with AI-written emails, InMails, whitepapers, webinars and conference invites. Another cold sequence does not land.
A regional team can't also convene rooms every week
Building senior marketing and CX relationships across Singapore and the wider region, week after week, takes dedicated time, energy and local senior networks an APJ marketing team rarely has to spare on top of the day job.
Give before you take.
Behind every senior enterprise customer-engagement 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. You watched us convene the exact senior room, then convert it.
Our playbook is seat-agnostic: convene the senior people you need to reach into a room they actually want to be in, then convert. The lead proof below is one you saw first-hand: the Serious Fluence lunch in Singapore, a room full of the exact senior marketing leaders who are Twilio's buyers. It is the identical motion we would run for Twilio.
Proof point, and one you were in
Creator marketing lunch in Singapore, the one you joined
Who we did it for: Serious Fluence, a creator-marketing company. We co-hosted the lunch with their CEO, Prem, on the future of creator marketing in Asia. See the post on LinkedIn ↗
You were there. You joined this lunch representing Twilio, so you have already seen the room, the calibre of the people and how the conversation converts. This is the motion, not a slide about it.
The ICP in the room: senior marketing leaders from premium consumer brands, the exact seat that shapes the customer-engagement decision.
Why it maps to Twilio: same motion, same seat. We put a curated senior group in a room they wanted to be in, on a topic they cared about, then converted. It is the identical play we would run to open Twilio's pipeline with CMOs, growth and CX leaders across Singapore, then APJ.
In the room: senior marketing leaders from these brands.
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 works with technical 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 CX leaders in Singapore.
Two seats shape the customer-engagement decision: marketing and growth leaders, and customer-experience leaders, split into the director in the room and the VP or C-suite sponsor above them. We scope Singapore first, at the large consumer-scale brands that buy Twilio (1,000+ employees). Marketing is a broad-remit function, so we count it by function; CX we count by title, so we get named CX leaders rather than the whole customer-success org. Product and engineering are deliberately out of the primary room: this is a marketing-led motion aimed at the people who own the engagement and CRM budget.
| Buyer seat, Singaporeat 1,000+ employee companies | Directorbudget owner in the room | VP & C-suitethe economic buyers |
|---|---|---|
| Marketing & GrowthMarketing, growth, demand, digital, CRM and lifecycle, by function | 5,500+ | 677 |
| Customer ExperienceTitles carrying customer experience, customer engagement or customer success | 364 | 88 |
| Total, Singapore | ~5,900 | ~765 |
Methodology. LinkedIn Sales Navigator, September 2026. Person location = Singapore, company size = 1,000+ employees. The Director column is the Director seniority band only; the VP & C-suite column is VP plus CXO. Marketing & Growth = job function Marketing (a broad-remit function that captures growth, demand, digital, CRM and lifecycle; title and function return the same population at director level, so we keep the function). Customer Experience = job title contains "customer experience", "customer engagement" or "customer success", counting named CX leaders by title rather than sweeping in the whole customer-success org. The CX cells (364 and 88) are exact Sales Navigator counts; Marketing cells with a "+" are where LinkedIn caps the live display, so read those as conservative floors. Named, de-duplicated target lists are built on kickoff.
Sequence. We open Singapore first, prove the motion on your home market, then roll the same play into your next APJ market, Malaysia, Indonesia, Hong Kong, ANZ or India, once the numbers are landing. Every market is worked senior-first, seat by seat.
Where we'd start, and how fast.
The ICP puts a real number on it: ~5,900 marketing and CX directors in Singapore, with ~765 VPs and C-suite above them, at 1,000+ employee companies. Here is the sequence.
How we'd phase it across 12 months
Phase 1 (0-3 months): Stand up the motion in Singapore, build the named target list and run the first senior rooms.
Phase 2 (3-6 months): Hit a steady cadence of rooms, broaden across verticals (BFSI, retail, travel, gaming, telco) and both buyer seats.
Phase 3 (6-12 months): Deepen Singapore as pipeline lands, then kick off the next APJ market once the model is proven.
Within each phase, the motion:
- Find the right peopleBuild the named target list from the ICP: the exact marketing and CX directors 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 sessions on the topics they care about, customer engagement, CX and AI, the kind of room they actually want to be in.
- Earn the 1-on-1Every room converts into named 1-on-1s, handed to your field sales team, and we sit in every meeting that matters.
- Live trackingDashboards on activity, conversion and deal progression in your CRM, so you can report marketing-sourced pipeline up.
- 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 Twilio collaboration could produce.
Default sliders reflect our working estimate over 12 months: 12 rooms × 8 senior marketing / CX leaders is about 96 reached, 80% to a real 1-on-1 (77), 40% of those to a sales opportunity (31), about a 20% win rate on close (6). At a $75,000 average landed ACV that is $2.3M in pipeline and $450k of signed annual contract value, roughly 6.3× the $72k in first-year fees, before any consumption-based account expansion. 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. Connect on LinkedIn ↗
Most relevant here, Yuri has built senior demand programs for exactly this audience, running the Serious Fluence lunches for senior B2C marketing leaders, and outbound to founders and CTOs for ByteDance, so the marketing and CX buyer and the way they engage is familiar ground.
Prantik Mazumdar, Advisor
Co-founder of Happy Marketer, one of APAC’s leading independent digital-marketing firms, which he built and sold to Merkle (Dentsu International), then led as Managing Director of Dentsu’s CXM group in Singapore. President of TiE Singapore. He sits at exactly the senior marketing and customer-experience altitude Twilio sells into, and co-hosted the Serious Fluence lunch you joined. 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, Zendesk in particular putting him squarely in the CX and customer-engagement world Twilio's buyers live in, across customer success, partnerships, transformation and leadership. Connect on LinkedIn ↗
Shyam Kumar, Advisor
As Managing Partner at Uplifting Service (Ron Kaufman’s global customer-experience firm), Shyam has brought major brands onto large-scale CX and customer-engagement transformation programs, including Singapore Airlines, Fiji Airways, Garuda Indonesia, Malaysia Airlines and Qantas. He sits at exactly the CX and customer-engagement altitude where Twilio’s platform decision is sponsored, and opens senior doors on that agenda. 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?