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.

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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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