A twelve-month program to open $3.7M of net-new pipeline for Ipsos across priority Asia-Pacific markets.
Ipsos already has teams across APAC. What it does not have is a dedicated engine that convenes the senior insights and marketing buyers who sit above the usual research relationship and converts them into net-new pipeline. NO BS is that engine, taking Ipsos into rooms its own BD struggles to enter, with Synthesio GEO, how brands show up in AI and LLM answers, as the door-opener.
Your buyers
Projections
The fundamentals
The program at a glance
What you get
Target list. Named insights & marketing leaders at large firms across the priority markets.
The access. Senior, in-person sessions co-led by Ipsos and NO BS, built around AI and brand visibility.
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. Proven with senior marketing and insights leaders across the region, see the proof.
Conversion. 70% of participants to 1-on-1s; 40% of those to CRM opportunities.
Scale. ~14,000 senior insights & marketing buyers at 1,000+ employee firms across the priority markets.
Why it's low risk
Cost. $6K per month for twelve months, a predictable, defined line item.
Payback. A single closed engagement more than covers the $72k annual fee; the projection is six.
Phased. Priority markets first, expandable across the wider region once proven.
Transparent. Every name, stage and week visible, nothing in a black box.
Ipsos owns the insights relationship. The growth is one level up, in rooms that are hard to reach.
Ipsos already works with the insights teams. The net-new growth, new logos, new categories, and premium AI-era work like Synthesio GEO, sits one level up and one seat across: the CMOs, brand chiefs and heads of insights who set the agenda, not just run the tracker. That is a finite senior population across the priority markets.
Those are exactly the relationships a busy in-market team, heads-down on delivery, rarely has time to build from scratch. Net-new at that altitude is the hardest pipeline there is.
Why is this hard to reach?
The senior seats are guarded
CMOs, brand chiefs and heads of insights each field a full agenda and a wall of vendors. A new conversation, especially about AI and brand visibility, has to be made in person, peer to peer, not pitched cold.
Everyone is chasing them
The same senior population is bombarded daily by research, data and consulting firms with AI-powered emails, InMails, whitepapers, webinars and conference invites. Another cold sequence does not land.
Delivery teams can't also prospect
An in-market team measured on delivering studies has little room to convene senior rooms and build net-new relationships week after week. It needs dedicated time, energy and senior networks.
Give before you take.
Behind every senior research or insights engagement 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. We convene the exact senior rooms, then convert them.
Our playbook is simple: convene the senior people you need to reach into a room they actually want to be in, then convert. Here is that motion working across clients, industries and geographies, the same motion we would run for Ipsos with senior marketing, brand and insights leaders.
Proof point
Future of creator marketing lunch in Singapore
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. See the post on LinkedIn ↗
The ICP in the room: senior marketing and brand leaders (director and above) at consumer brands. That is exactly the seat Ipsos needs for premium brand and Synthesio GEO work.
Why it maps to Ipsos: same seat, same motion. We put this 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 Ipsos's insights and brand pipeline across the priority markets.
In the room: peers across consumer brands, 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: senior insights and marketing leaders across the priority markets.
Two groups drive the premium, net-new work for Ipsos, and we size both at Director level and above (Director, VP, CXO), at firms with 1,000+ employees across the research-heavy sectors. Marketing & Brand leaders set the brand and AI-visibility agenda: they commission tracking, ad testing and innovation, and they own the Synthesio GEO question. Insights & Analytics leaders are the core research buyer, sized so the program can go deeper and wider than today.
| Buyer group (Director and above) | Priority 1Singapore, Malaysia | Priority 2Indonesia, Vietnam, Philippines, Thailand | Priority 3Australia, New Zealand | Total |
|---|---|---|---|---|
| Marketing & Brand leadersCMO, VP / Head of Marketing, Head of Brand, Head of Consumer & Shopper Marketing | 2,500+ | 6,000+ | 2,500+ | ~11,000 |
| Insights & Analytics leadersHead of Consumer / Customer / Market Insights, Head of Insights & Analytics, Consumer Intelligence | 905 | 895 | 1,000+ | ~2,800 |
| Total senior buyers | ~3,400 | ~6,900 | ~3,500 | ~14,000 |
Methodology. LinkedIn Sales Navigator, September 2026. Seniority = Director, VP or CXO. Company size = 1,000+ employees, so this is the large-enterprise slice, not the whole long tail. Industry filter = 13 research-heavy sectors: retail, retail apparel & fashion, banking, financial services, insurance, telecommunications, hospitals & health care, pharmaceutical manufacturing, motor vehicle manufacturing, food & beverage manufacturing, personal care product manufacturing, technology & internet, and entertainment providers. Marketing & Brand leaders = the Marketing job function. Insights & Analytics leaders = a title-and-profile keyword search (consumer / customer / market / shopper / brand insights, consumer intelligence), so that group is indicative rather than exact. Cells shown as a plain number are exact Sales Navigator counts; cells shown with a "+" are where LinkedIn caps the live display, so read those as floors. Japan, Korea and China are out of scope here (thin English-language LinkedIn presence undercounts them); India is out of scope. Named, de-duplicated target lists per market and sector are built on kickoff.
Priority markets. Priority 1: Singapore and Malaysia. Priority 2: Indonesia, Vietnam, the Philippines and Thailand. Priority 3: Australia and New Zealand. We open Priority 1 first, prove the motion, then roll into Priority 2 and 3, and, once proven, the wider region.
Where we'd start, and how fast.
The ICP puts a real number on it: roughly 14,000 senior insights and marketing leaders (Dir/VP/CXO) at 1,000+ employee firms across the priority markets. Here is the sequence.
How we'd phase it across 12 months
Phase 1 (0-3 months): Singapore & Malaysia (Priority 1).
Phase 2 (3-6 months): Indonesia, Vietnam, the Philippines & Thailand (Priority 2).
Phase 3 (6-12 months): Australia & New Zealand (Priority 3), then expand into the wider region as results land.
Within each phase, the motion:
- Find the right peopleBuild the named target list from the ICP: the exact insights and marketing 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 sessions on the topics they care about, AI and brand visibility, the customer agenda, 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 Ipsos collaboration could produce.
Default sliders reflect our working estimate over 12 months: 12 rooms × 8 senior insights & marketing 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 $120,000 average ACV that is $3.7M in pipeline and $720k of signed annual contract value, roughly 10× the $72k annual fee. 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 ↗
Yuri also comes from customer experience: he worked with Uplifting Service, Ron Kaufman's global CX firm, so the language of brand, journeys and insight that Ipsos lives in is home turf, not a script we learned for the pitch.
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 is deeply networked across exactly the senior marketing, brand and insights community Ipsos needs to reach. 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 transformation programs, including Singapore Airlines, Fiji Airways, Garuda Indonesia, Malaysia Airlines and Qantas. He sits at exactly the brand, customer and insights altitude where Ipsos's premium work is bought. 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?