Welcoming Bas de Goei as Orb’s new Head of Marketing

I am excited to share that Bas de Goei has joined Orb’s leadership team as our new Head of Marketing, to accelerate our mission to provide every business with the infrastructure to unlock their revenue. Bas brings with him a wealth of experience in the technology and financial services sectors, with a proven track record of driving growth and innovation at global companies. I sat down with Bas to recap his decision process for joining Orb and our shared vision for where we're headed.

About Bas

Prior to joining Orb, Bas led solution marketing and growth marketing at Instabase, where he played a pivotal role in the company’s expansion. Joining at Series B, Bas spearheaded efforts to launch new verticals such as insurance, resulting in significant new revenue streams and a 10x increase in customer logos. Before Instabase, Bas worked at AXA, a global financial services leader, where he established and eventually led the technology team in San Francisco. Under his leadership, he helped AXA reposition itself as a trusted technology and innovation partner, with its brand value increasing by 45%, according to the Interbrand ranking. Bas holds degrees from both the London School of Economics and the University of Cambridge and is based in San Francisco.

Billing and pricing In a changing landscape

Commenting on his new role, Bas de Goei said: "The tech landscape is evolving rapidly, especially with the rise of generative AI and its emerging ecosystem. During my time at Instabase, I witnessed firsthand how quickly new markets can form or transform. A good example are vector databases, which is now an entirely new category. The adoption of usage-based pricing models is another example. Generative AI in particular presents not just a shift in technology but also in the economic models that underpin it."

He continues, "As an economist, I'm deeply intrigued by the way SaaS and generative AI companies are rethinking their pricing models. In a world where value creation from AI can be unpredictable, companies need more flexible economic models that can align vendor and customer incentives. I believe Orb is at the forefront of helping businesses navigate these complexities with its cutting-edge usage-based billing platform."

Why Orb?

Bas’s decision to join Orb was driven by our innovative approach to billing and pricing. As he explains, "Orb’s platform stood out to me not only because of the stellar team, which includes founding engineers from Asana who have real-world experience with usage-based billing, but also because of the product's flexibility. In today's fast-paced environment, where companies are constantly iterating on pricing and packages, Orb offers the adaptability that businesses need."

He adds, "The shift to usage-based pricing is not just a technical change; it's a fundamental shift in a company’s strategy. Finance, operations, and leadership teams all need to work with the data that comes from usage metrics, and Orb’s platform accommodates these needs with seamless integrations and powerful reporting tools. This is why companies like Perplexity, Pinecone, and Vercel are already leveraging Orb’s solutions. I’m excited to bring this story to the world and help more companies realize the value Orb can unlock."

Growing Orb’s leadership team

We are thrilled to welcome Bas to the Orb team. His experience at the intersection of technology, marketing, and economics makes him uniquely positioned to lead our marketing efforts as we continue to scale. Bas’s deep understanding of the evolving landscape of SaaS and generative AI, combined with his proven track record in driving growth, will be instrumental as we expand our presence in the market.

Bas shares our vision for the future of billing and pricing in the software industry. His insights and strategic thinking will help us communicate the value of our platform to a broader audience and solidify Orb’s position as a leader in usage-based billing. We’re excited to have him on board for this next chapter of our journey, as we continue our rapid growth and further cement its position as the go-to partner for companies looking to adopt flexible, usage-based billing models.

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