The client is a Singapore-headquartered tech media and demand generation firm serving enterprise technology brands operating across Southeast Asia. Their service portfolio spans B2B content syndication, intent-based lead generation, account-based marketing (ABM) media, sponsored content, webinar production, and marketing technology consulting.
\n\n\n\nOver the years, the client built a strong local reputation. Their roster included regional offices of global tech vendors, Singapore-based SaaS companies, and APAC-focused B2B publishers.
\n\n\n\nThe client’s commercial team consisted of three account managers who were primarily focused on retaining existing clients. As a result, there was no bandwidth to run structured outbound programs or pursue new business across the broader APAC market. The leadership team recognised a significant untapped opportunity \u2014 tech publishers, demand gen agencies, and marketing services firms across Australia, Japan, India, and South Korea were actively seeking regional partners with deep APAC audience intelligence. Yet consistently reaching these firms at scale was beyond the team’s current capacity.
\n\n\n\nA secondary challenge made outreach even more complex. The client’s core services overlapped with several of the very companies they were targeting. Some prospects were potential buyers of their services, while others were potential co-sell or white-label channel partners. In fact, a few were both simultaneously. Therefore, any outreach program needs carefully distinct messaging tracks to avoid mispositioned pitches and preserve valuable relationships. Without a structured partner development strategy and a credible brand presence outside Singapore, the client risked losing these high-value conversations before they even began.
\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 Webinar 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, Mercury Labs ran pre-campaign data enrichment to surface accounts showing active buying signals \u2014 APAC marketing budget cycles, known demand gen vendor gaps, and upcoming procurement windows. For prospects not yet ready for a direct sales conversation, Mercury Labs deployed a content-led nurture track.
\n\n\n\nTo qualify MQLs, a contact needed to meet three criteria:
\n\n\n\nAll MQLs were logged and scored in Smart Engage, with full activity history visible to the client’s team at every stage.
\n\n\n\nTo complement the outreach and nurture programs, Mercury Labs supported the client in launching a quarterly APAC B2B Marketing Leaders Roundtable \u2014 a private virtual event positioned as peer-learning, not a sales event. This gave the client a credible platform to engage senior marketing decision-makers across the region without leading with a vendor pitch.
\n\n\n\nTo build event visibility ahead of each roundtable, Mercury Labs also ran a LinkedIn presence-building initiative for the client’s CEO and Head of Partnerships. Weekly content was published covering APAC demand generation trends, intent data quality, and partner success highlights. Connection outreach reached over 600 senior marketing leaders per month, warming up the audience before event invitations went out.
\n\n\n\nFor each roundtable, Mercury Labs executed the following:
\n\n\n\nOver six months, Mercury Labs helped the client break into seven APAC markets \u2014 setting 52 total sales-qualified appointments across the direct client, channel partner, and event tracks, while delivering 109 MQLs at a 48% conversion rate and activating 12 partnership agreements that extended the client’s commercial reach without adding headcount. The two APAC B2B Marketing Leaders Roundtables drew 318 registrations at a 71% show rate, and the LinkedIn initiative generated 41,200+ impressions and 186 inbound connection requests from senior marketing leaders \u2014 closing out the engagement at an estimated 13:1 campaign ROI.\u00a0
\n","protected":false},"excerpt":{"rendered":"A Singapore-based tech media and B2B demand generation firm rewired its growth engine \u2014 breaking free from a referral-only model and expanding into seven APAC markets in just six months with Mercury Labs.
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\nThe client’s commercial team consisted of three account managers who were primarily focused on retaining existing clients. As a result, there was no bandwidth to run structured outbound programs or pursue new business across the broader APAC market.
\n","cs_campaign_type":"","cs_campaign_types":[{"value":"0","label":"Lead Generation"},{"value":"1","label":"Appointment Setting"}],"cs_campaign_duration":"6","cs_client_industry":"Marketing, Advertising, & Events Agencies","cs_client_location":"Singapore","cs_client_hq":"Singapore","cs_client":{"name":"","website":"","lob":""},"cs_target_location":"Singapore, Australia, Japan, India, Hong Kong, Malaysia, South Korea","cs_target_industry":"Technology, SaaS, B2B Publishing, Demand Generation, Media Buying, Content Syndication","cs_target_dm":"CMOs, VP/Head of Marketing, Demand Generation Directors, Digital Marketing Managers, Media Planning Directors, Content Marketing Heads, Marketing Operations Managers, Agency Principals/MDs, Publisher GMs, Audience Development Directors","cs_results":[{"label":"Sales Qualified Appointments","value":"52"},{"label":"Marketing Qualified Leads","value":"109"},{"label":"Webinar Registrations","value":"318"}],"cs_highlights":[{"highlight":"Successfully executed a 6-month marketing extension program for a Singapore-based tech media and B2B demand generation firm, rewiring its growth engine from a referral-only model into a structured, multi-market pipeline machine across 7 APAC markets."},{"highlight":"Enabled the client to build brand presence and qualified relationships across Singapore, Australia, Japan, India, Hong Kong, Malaysia, and South Korea."},{"highlight":"Activated 12 partnership agreements (confirmed or in negotiation), creating a new revenue-generating channel layer that extended the client's reach without adding headcount."}],"cs_challenge":{"cs_challenge_category":["Pipeline Growth","Market Expansion","Augment Marketing"],"cs_challenge_category_long":"The client's commercial team consisted of three account managers who were primarily focused on retaining existing clients. As a result, there was no bandwidth to run structured outbound programs or pursue new business across the broader APAC market. The leadership team recognised a significant untapped opportunity \u2014 tech publishers, demand gen agencies, and marketing services firms across Australia, Japan, India, and South Korea were actively seeking regional partners with deep APAC audience intelligence. Yet consistently reaching these firms at scale was beyond the team's current capacity.\r\nA secondary challenge made outreach even more complex. The client's core services overlapped with several of the very companies they were targeting. Some prospects were potential buyers of their services, while others were potential co-sell or white-label channel partners. In fact, a few were both simultaneously. Therefore, any outreach program needs carefully distinct messaging tracks to avoid mispositioned pitches and preserve valuable relationships. Without a structured partner development strategy and a credible brand presence outside Singapore, the client risked losing these high-value conversations before they even began."},"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/How-a-Tech-Media-Firm-Scaled-APAC-Growth-with-Callbox-1.webp","yoast_head":"\n