A twelve-month program to build a US$11.6M enterprise pipeline for Adobe in Singapore and Malaysia.
Ben Goodman leads Adobe across APAC, and the AI shift (Firefly, Real-Time CDP and agentic customer experience) is exactly when enterprises re-evaluate their content and experience stack. That window is won through a few hundred senior marketing and digital leaders in each market, not more outreach.
NO BS gets Adobe into those rooms, and builds the relationships from first meeting, to pipeline, to close.
Projections
The fundamentals
The program at a glance
What you get
Target list. Named senior marketing & digital leaders in scope across SG & MY.
The rooms. Senior, in-person sessions convened and co-led by Adobe 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. Proven with senior marketing leaders across APAC, see the proof.
Conversion. 70% of participants to 1-on-1s; 40% of those to CRM opportunities.
Scale. 2,852 in-scope decision-makers across seven priority verticals.
Why it's low risk
Cost. US$10K per month for twelve months, a predictable, defined line item.
Payback. A single enterprise close covers the full year's cost.
Phased. Singapore and Malaysia first, expandable across APAC 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.
Adobe's growth in APAC runs on net-new enterprise adoption of its experience and content stack. In Singapore and Malaysia, that is decided by a few hundred senior marketing and digital leaders.
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, CDOs and digital leaders, each juggling an incumbent stack and a dozen point tools. The case for Adobe 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. Adobe's own leaders live this every day.
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. Adobe's exact buyers were in the room.
The Serious Fluence lunch on 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, the same profile of leaders Adobe sells to.
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 buyers in Singapore and Malaysia: 2,852 senior marketing and digital leaders.
The people who decide enterprise adoption of Adobe's experience and content stack, mapped by vertical and market.
| Priority vertical | Singapore | Malaysia | Total |
|---|---|---|---|
| Financial services | 558 | 314 | 872 |
| Technology & software | 719 | 152 | 871 |
| Retail & consumer | 298 | 121 | 419 |
| Healthcare & pharma | 186 | 42 | 228 |
| Media & entertainment | 102 | 69 | 171 |
| Travel & hospitality | 96 | 54 | 150 |
| Telecommunications | 52 | 89 | 141 |
| Seven priority verticals | 2,011 | 841 | 2,852 |
Source and method. LinkedIn Sales Navigator, September 2026. Figures are live counts of C-suite, VP and Director marketing-function leaders at companies of 1,000+ employees in Singapore and Malaysia, across seven priority verticals for Adobe, each aggregated from the relevant LinkedIn industry categories (e.g. financial services = banking, financial services and insurance; technology & software = software, IT services and internet; retail & consumer = retail, apparel, food & beverage and personal care). Function is marketing; digital, CX and ecommerce leaders who sit under other functions are additive to these counts.
Where we'd start, and how fast.
The ICP work on the previous tab puts a real number on the population: 2,852 senior marketing and digital leaders across Singapore and Malaysia, in seven priority verticals. Here is the sequence.
How we'd prioritize
By market
- Singapore and Malaysia first, where the enterprise buyers concentrate.
- Expand across APAC once the motion is proven.
By vertical
- Lead with the deepest pools: financial services (872), technology & software (871), retail & consumer (419).
- Then sequence down: healthcare & pharma, media & entertainment, travel, telecom.
- Weight toward accounts running content and customer-experience transformations now.
By title
- C-suite and VP first, directors next.
- Start with the people who own the experience and content agenda, not the ones who execute it.
Over 12 months, Singapore and Malaysia first, then across APAC
- Find the right peopleBuild the named target list from the ICP: the exact CMOs, CDOs and digital 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 Adobe 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 $200,000 average ACV that is $11.6M in pipeline and $2.4M 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?