In this episode of the VWO Podcast, host Natalia Gamarra, Area Vice President for VWO ANZ, sits down with Saumya Goila, fractional Head of Digital Marketing at Rewardz.
Saumya draws on 14+ years of experience across media agencies and global brands to discuss how CRO has evolved far beyond page-level tweaks.
The conversation spans the nuances of marketing in APAC's fragmented markets, the psychological differences between B2B and B2C testing, and how data makes difficult stakeholder conversations easier.
Saumya also shares her views on AI as a force multiplier, the dangers of vanity testing, and why patience is the most underrated quality in any experimentation program.
Listeners working in B2B SaaS, growth marketing, or digital strategy will find this episode packed with grounded, practical perspectives.
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Chapters:
01:55: Natalia & Saumya kick off the conversation
03:40: Early career dreams & landing in digital marketing
05:21: Where do brand and performance converge?
08:32: Balancing paid growth with other channels
12:57: Experiments that shape Saumya's APAC strategy
18:38: What do high-impact tests look like in B2B-SaaS?
22:04: Ensuring teams stay aligned on a shared North Star
25:50: Experimentation in mature CRO markets like Singapore
31:08: How buyer psychology differs in B2C vs B2B
34:02: Evolution of CRO as a decision-making system
37:05: Using data to deal with stakeholder debates and opinions
39:44: Importance of learning from "failed" tests
45:08: Why teams must avoid short-term test campaigns
48:16: Looking at AI as a force multiplier
52:25: Best advice Saumya has received
56:31: Rapid fire round -   If you were starting a career in marketing today, what would you do differently?
58:37:  One thing your non-industry friends still don't understand about your job
59:51:  Go-to travel destination
59:51:  Go-to travel destination
01:01:06:  One thing AI will take over in the next three years
01:02:50:  If not marketing, what other profession would you have chosen?
01:04:26: One CRO metric that people should stop obsessing over
1:05:04:  A dream or goal you wish to achieve in the next three years
1:06:09: Natalia & Saumya wrap up the conversation