Most B2B products, websites, and content look exactly the same - and it’s getting worse with AI.
So how do you find real traction when everyone’s doing the same thing?

In this episode of the B2B Vault, I sit down with Ward van Gasteren, growth consultant and creator of the 1-1-1 Growth Framework. Ward breaks down how startups and scaleups can move from random marketing efforts to a focused growth system built on clarity, testing, and momentum.

What You’ll Learn:

• Why differentiation alone isn’t enough in today’s AI-saturated market
• How to use the 1-1-1 Framework (one channel, one audience, one message) to scale faster
• Real-world case study: how Ward grew a puppy training app with 100+ ad experiments
• The right way to test messaging, channels, and audiences without wasting budget
• How to document experiments, spot traction, and know when to double down
• The mindset shift from “growth hacking” to sustainable, focused growth

About Ward van Gasteren:

Ward is a growth consultant and the founder of Growth Orange. He’s helped startups and scaleups across Europe find focus, validate growth hypotheses, and scale what actually works - using systems, not guesswork.

• (00:00) -
• (00:00) - Chapter 2
• (00:00) - – Intro
• (01:37) - – How to stand out in a commoditized market
• (07:43) - – Ward’s frameworks: FORWARD vs 1-1-1
• (09:00) - – Finding traction in 2-4 months
• (16:03) - – Case study: the #1 Puppy Training App
• (22:55) - – Applying 1-1-1 to B2B
• (26:50) - – Budget needed to run meaningful tests
• (29:42) - – How to document and manage growth experiments
• (34:40) - – Escaping the “content agency = blogs” trap
• (39:20) - – The future of B2B marketing
• (40:25) - – Winning at the game of life

Ward: [https://www.linkedin.com/in/wardvangasteren/
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Ugi: [https://www.linkedin.com/in/ugljesadj/
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B2B Vault: https://www.theb2bvault.com/

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