The client is a Singapore-headquartered Managed IT Services Provider (MSP), delivering managed network services, cloud managed services, cybersecurity-as-a-service, NOC/SOC outsourcing, and enterprise disaster recovery to mid-market and enterprise organisations across the Asia Pacific region.
\n\n\n\nThe Client is a Singapore-based Managed IT Services Provider that has built a strong reputation in Singapore’s financial services and professional services sectors, but the new logo acquisition had stalled. Despite identifying Australia, Hong Kong, Japan, Indonesia, Malaysia, and Vietnam as key expansion markets, the internal sales team of three was fully consumed managing renewals, leaving no capacity for structured APAC outbound.
\n\n\n\nA prior attempt with a generic telemarketing vendor made things worse. Without managed IT services domain knowledge, their agents couldn’t hold credible conversations with senior IT decision-makers, leaving the client’s brand perception damaged. Leadership needed a partner that could represent them professionally across multiple markets, engage CIOs and IT Directors with authority, and run appointment setting, lead generation, and event marketing as one coordinated program.
\n\n\n\nTo help the Client refine its marketing efforts and boost its sales pipeline, Mercury Labs deployed a tailored Account-Based Marketing (ABM) program focused on Lead Generation, Appointment Setting, and Event Marketing.
\n\n\n\nMercury Labs aimed to:
\n\n\n\nThe program unfolded in three coordinated pillars:
\n\n\n\nThe Mercury Labs team developed a customised lead nurturing strategy, delivering tailored messages that resonated with different decision-maker groups. Using an AI-powered approach, they created nurture paths that integrated phone, email, web, and LinkedIn interactions within a flexible outreach framework.
\n\n\n\nMercury Labs’s proprietary CRM, Smart Engage, streamlined the coordination of all outreach activities, ensuring the Client stayed updated on the program’s progress and results.
\n\n\n\nBefore outreach began, the Mercury Labs profiling team ran pre-campaign data enrichment to surface accounts showing active buying signals \u2014 IT infrastructure refresh cycles, recent cybersecurity incidents identified through public sources, cloud migration activity, or known IT contract expiries.
\n\n\n\nFor prospects not yet ready for a sales conversation, Mercury Labs deployed a content-led nurture track. IT resilience guides, managed services ROI frameworks, and compliance readiness checklists were distributed as value-add touchpoints, building trust before any commercial ask was made. LinkedIn outreach was layered in as a warm channel \u2014 thought leadership content was shared before connection requests went out, so prospects already had some familiarity with the client before cold outreach began.
\n\n\n\nMQL thresholds were defined collaboratively: a contact needed to have engaged with two or more content assets, confirmed decision-making authority, and demonstrated a known IT challenge aligned to the client’s service portfolio. All MQLs were logged and scored in Pipeline CRM, with full activity history visible to the client’s sales team at every stage.
\n\n\n\nFor the client’s flagship Singapore APAC Technology Leadership Summit and two virtual roundtables targeting Australia and Hong Kong, Mercury Labs built a dedicated event outreach list of 1,800 senior IT decision-makers. This list was cross-referenced against the main appointment setting contact base to avoid overlap and ensure coordinated, consistent messaging across all touchpoints.
\n\n\n\nPhone-first event outreach was the primary channel. Mercury Labs agents personally invited target contacts, leading with the event’s content agenda \u2014 specifically the themes of cloud resilience and cybersecurity risk management relevant to IT leaders navigating regulatory pressure \u2014 rather than the client’s brand. This approach positioned attendance as a peer-learning value, rather than a sales event.
\n\n\n\nConfirmed registrants received a structured pre-event communication sequence, including agenda teasers, speaker profiles, and a pre-event survey designed to maximise show rates and warm attendees for post-event follow-up. Within 48 hours of each event, Mercury Labs re-engaged all attendees with a personalised follow-up call to convert event engagement into sales appointments. Registered non-attendees were contacted with a session recording offer and moved into the main appointment setting cadence so that no engaged contact was left without a next step.
\n\n\n\nWithin six months, Mercury Labs delivered 67 Sales Qualified Appointments and 143 MQLs across five APAC markets, with a 47% MQL-to-SQA conversion rate. LinkedIn outreach alone generated 212 connections at a 14% connection-to-meeting conversion rate, while event marketing drove 284 registrations at a 74% show rate. Overall, the program produced 4,800+ qualified touchpoints across APAC \u2014 turning a stalled Singapore-focused pipeline into a genuinely multi-market sales funnel.
\n","protected":false},"excerpt":{"rendered":"A Singapore-based Managed IT Services Provider built a multi-market qualified pipeline across six APAC markets in six months \u2014 all through Mercury Labs’s three-pillar appointment setting, lead generation, and event marketing program.
\n","protected":false},"author":21,"featured_media":120807,"parent":3796,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"template-single-case-study.php","meta":{"_acf_changed":false,"footnotes":""},"categories":[],"tags":[1220],"class_list":["post-120806","page","type-page","status-publish","has-post-thumbnail","hentry","tag-case-study-3"],"acf":{"cb_acf_hero":{"h1_title":"","headline":"","description":"","image":false,"video":"","video_header":false,"cta_link":"","cta_link_hs":"","cta":"BOOK A MEETING"},"has_contact_form":false,"dark_themed_form":false,"has_review_section":false,"leadgen_apac":false,"leadgen_au":false,"cb_asset":"https://mercurylabsmarketing.com/external/casestudies/CS_Callbox-Powers-Full-Funnel-APAC-Pipeline-for-Singapore-MSP-with-Three-Pillar-Lead-Generation-Program.pdf","cb_web_property":"MAIN","cb_acf_relational":{"case_study":"","cs_industry_image":false},"cb_acf_testimonial":"","cb_regional_pages":false,"cb_acf_ctas":{"contact_form":"","banner_image":false,"goto_form_button":"BOOK A MEETING"},"cb_acf_post_alt":{"alt_post_title":"","alt_post_image":false,"alt_post_excerpt":"","alt_post_image_url":false},"form_redirect_url":"","cb_banner_announcement":false,"hubspot_form_guid":"6c1dda45-65a3-49f4-9de6-7bc157f6abbb","cs_gated_content":"The client is a Singapore-headquartered Managed IT Services Provider (MSP), delivering managed network services, cloud managed services, cybersecurity-as-a-service, NOC/SOC outsourcing, and enterprise disaster recovery to mid-market and enterprise organisations across the Asia Pacific region.
\nThe Client is a Singapore-based Managed IT Services Provider that has built a strong reputation in Singapore’s financial services and professional services sectors, but the new logo acquisition had stalled. Despite identifying Australia, Hong Kong, Japan, Indonesia, Malaysia, and Vietnam as key expansion markets, the internal sales team of three was fully consumed managing renewals, leaving no capacity for structured APAC outbound.
\n","cs_campaign_type":"","cs_campaign_types":[{"value":"0","label":"Lead Generation"},{"value":"1","label":"Appointment Setting"}],"cs_campaign_duration":"6","cs_client_industry":"MSP IT","cs_client_location":"Singapore","cs_client_hq":"Singapore","cs_client":{"name":"","website":"","lob":""},"cs_target_location":"Singapore, Australia, Hong Kong, Japan, Indonesia, Malaysia, Vietnam","cs_target_industry":"Financial Services, Professional Services, Manufacturing, Technology","cs_target_dm":"CIOs, CTOs, IT Directors, Heads of Infrastructure, VP of Technology, IT Procurement Managers","cs_results":[{"label":"Sales Qualified Appointments","value":"67"},{"label":"Marketing Qualified Leads","value":"143"},{"label":"Event Registrants","value":"284"}],"cs_highlights":[{"highlight":"Successfully executed a 6-month, three-pillar APAC pipeline program for a Singapore-based Managed IT Services Provider, covering appointment setting, lead generation, and event marketing across five markets simultaneously."},{"highlight":"Increased brand awareness and engagement across Singapore, Australia, Hong Kong, Indonesia, and Malaysia through compliance-aware, persona-specific multi-channel outreach \u2014 including market-localised messaging aligned to MAS TRM, APRA CPS 234, PDPA, and BNM RMiT requirements."},{"highlight":"Enabled the client to build qualified relationships with senior IT decision-makers, converting stalled organic growth into a multi-market active pipeline within six months."}],"cs_challenge":{"cs_challenge_category":["Pipeline Growth","Market Expansion","Augment Marketing"],"cs_challenge_category_long":"The Client is a Singapore-based Managed IT Services Provider that has built a strong reputation in Singapore's financial services and professional services sectors, but the new logo acquisition had stalled. Despite identifying Australia, Hong Kong, Japan, Indonesia, Malaysia, and Vietnam as key expansion markets, the internal sales team of three was fully consumed managing renewals, leaving no capacity for structured APAC outbound.\r\nA prior attempt with a generic telemarketing vendor made things worse. Without managed IT services domain knowledge, their agents couldn't hold credible conversations with senior IT decision-makers, leaving the client's brand perception damaged. Leadership needed a partner that could represent them professionally across multiple markets, engage CIOs and IT Directors with authority, and run appointment setting, lead generation, and event marketing as one coordinated program."},"cs_video":false,"cs_video_embed_code":"","cs_video_embed_code_square":"","cs_keywords":"","result1_label":"","result1_value":"","result2_label":"","result2_value":"","result3_label":"","result3_value":"","faq_header_title":"","faq_header_desc":"","page_faqs":false},"featured_image_src":"https://mercurylabsmarketing.com/__callbox_upstream/cms/wp-content/uploads/2026/04/Managed-IT-Firm-Callbox-Lead-Gen-Callbox-Lead-Gen.webp","yoast_head":"\n