The client is a Singapore-headquartered enterprise AI solutions provider, offering AI-powered process automation, intelligent data analytics, agentic AI for enterprise workflows, and AI governance tools to mid-market and enterprise organisations across the Asia Pacific region. The client exhibited at Asia Tech x Singapore (ATxSG) \u2014 Asia’s flagship technology event jointly organised by IMDA and Informa, held at Singapore Expo \u2014 as part of their APAC market expansion strategy.
\n\n\n\nThe client had secured a booth at Asia Tech x Singapore (ATxSG) \u2014 Asia’s premier technology event drawing over 25,000 global leaders, government officials, and enterprise decision-makers annually across ATxSummit and ATxEnterprise. While the opportunity was significant, the client had learned from past event appearances that booth presence alone rarely translated into pipeline. Previous exhibitions had produced a stack of business cards and a handful of informal conversations, but no structured follow-up process and no measurable sales outcomes. The sales team had no system for qualifying booth visitors, no pre-event outreach strategy to drive targeted traffic to their stand, and no capacity to conduct timely post-event follow-up while simultaneously managing existing accounts.
\n\n\n\nBeyond the event itself, the client was also looking to expand their enterprise AI solutions footprint beyond Singapore into Australia, Malaysia, Indonesia, and Japan. However, their internal team lacked the multilingual outreach capability and market-specific knowledge needed to engage senior technology decision-makers in those markets credibly. They needed a partner who could build a coordinated campaign \u2014 one that used ATxSG as the centrepiece while also developing a pipeline independently of the event, across multiple APAC markets.
\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\nAccount Research and Selection
\n\n\n\nAccount and Prospect Profiling
\n\n\n\nMulti-touch, Multi-channel Outreach
\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\nPillar 2 \u2014 During the Event: Live Engagement Support and Lead Capture
\n\n\n\nMercury Labs coordinated live lead capture support throughout the three-day ATxSG event period. Every booth visitor interaction was logged \u2014 capturing contact details, conversation notes, interest level, and next-step preferences \u2014 directly into Mercury Labs Pipeline CRM for immediate classification and follow-up prioritisation.
\n\n\n\nBooth visitors were categorised in real time: hot leads ready for a discovery call, warm contacts requiring nurture, and informational inquiries requiring content follow-up. This live classification ensured that the post-event team had a fully segmented, prioritised contact list the moment the event closed \u2014 rather than an unsorted pile of scanned badges.
\n\n\n\nPillar 3 \u2014 Post-Event: Pipeline Activation and Lead Nurture
\n\n\n\nWithin 48 hours of ATxSG closing, Mercury Labs re-engaged all booth visitors, confirmed appointment contacts, and registered non-attendees with personalised follow-up outreach. Hot leads received direct calls to schedule discovery meetings with the client’s sales team. Warm contacts were moved into a structured content nurture sequence \u2014 including AI adoption guides, enterprise ROI frameworks, and AI governance readiness checklists \u2014 to maintain engagement until buying intent matured.
\n\n\n\nFor registered non-attendees, Mercury Labs offered a tailored post-event briefing and relevant solution overview content as a re-engagement hook, moving them into the main appointment setting cadence. In parallel, Mercury Labs continued running the broader APAC lead generation program independently of the event \u2014 ensuring pipeline development did not pause between ATxSG and the next major touchpoint.
\n\n\n\nAll MQLs were defined collaboratively: a contact needed to have engaged with two or more content assets, confirmed decision-making authority, and demonstrated a known AI or digital transformation challenge aligned to the client’s solution portfolio. Every MQL was logged and scored in Pipeline CRM with full activity history.
\n\n\n\nMercury Labs’s event lead generation program turned what had previously been an isolated booth appearance into the client’s highest-performing pipeline activity of the year. Within the first 30 days following ATxSG, the client had secured discovery meetings with senior technology leaders at a regional bank in Singapore, a telecommunications provider in Malaysia, and a government-linked enterprise in Indonesia \u2014 all contacts that had either visited the booth or been reached through the parallel APAC outreach program.
\n\n\n\nFurthermore, the three-phase structure proved critical to outcomes. Pre-event outreach ensured that key target accounts arrived at the booth with prior context and intent, rather than as cold walk-ins, while post-event follow-up within 48 hours captured momentum before it faded. MQL-nurtured contacts showed notably higher engagement in appointment calls compared to contacts approached through cold outreach alone. By month six, the client had built an active, multi-market APAC sales funnel spanning Singapore, Australia, Malaysia, Indonesia, and Japan \u2014 and formally extended the Mercury Labs program for a further six months to sustain pipeline momentum beyond ATxSG.
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\nThe client had secured a booth at Asia Tech x Singapore (ATxSG) \u2014 Asia’s premier technology event drawing over 25,000 global leaders, government officials, and enterprise decision-makers annually across ATxSummit and ATxEnterprise. While the opportunity was significant, the client had learned from past event appearances that booth presence alone rarely translated into pipeline.
\n","cs_campaign_type":"","cs_campaign_types":[{"value":"0","label":"Lead Generation"},{"value":"1","label":"Appointment Setting"}],"cs_campaign_duration":"6","cs_client_industry":"AI Technology","cs_client_location":"Singapore","cs_client_hq":"Singapore","cs_client":{"name":"","website":"","lob":""},"cs_target_location":"Singapore, Australia, Malaysia, Indonesia, Japan","cs_target_industry":"Financial Services, Manufacturing, Telecommunications, Government and Public Sector, Professional Services","cs_target_dm":"CTOs, CIOs, Chief Digital Officers (CDOs), VP of Technology, Heads of Digital Transformation, IT Directors, AI/Data Strategy Leads","cs_results":[{"label":"Sales Qualified Appointments","value":"54"},{"label":"Marketing Qualified Leads ","value":"118"},{"label":"Event Engagement","value":"71%"}],"cs_highlights":[{"highlight":"Successfully executed a 6-month, three-phase event lead generation and appointment setting program built around the client's participation in Asia Tech x Singapore (ATxSG)."},{"highlight":"Increased brand visibility and qualified engagement across APAC markets through persona-specific, compliance-aware multi-channel outreach \u2014 covering pre-event traffic driving, live booth lead capture, and post-event pipeline activation within 48 hours."},{"highlight":"Enabled the client to transform a previously underperforming booth presence into a structured, multi-market APAC sales pipeline \u2014 with 54 qualified appointments, 118 MQLs, and 4,800+ qualified touchpoints delivered across the program."}],"cs_challenge":{"cs_challenge_category":["Improved Targeting","Augment Marketing","Sell New Product"],"cs_challenge_category_long":"The client had secured a booth at Asia Tech x Singapore (ATxSG) \u2014 Asia's premier technology event drawing over 25,000 global leaders, government officials, and enterprise decision-makers annually across ATxSummit and ATxEnterprise. While the opportunity was significant, the client had learned from past event appearances that booth presence alone rarely translated into pipeline. Previous exhibitions had produced a stack of business cards and a handful of informal conversations, but no structured follow-up process and no measurable sales outcomes. The sales team had no system for qualifying booth visitors, no pre-event outreach strategy to drive targeted traffic to their stand, and no capacity to conduct timely post-event follow-up while simultaneously managing existing accounts.\r\nBeyond the event itself, the client was also looking to expand their enterprise AI solutions footprint beyond Singapore into Australia, Malaysia, Indonesia, and Japan. However, their internal team lacked the multilingual outreach capability and market-specific knowledge needed to engage senior technology decision-makers in those markets credibly. They needed a partner who could build a coordinated campaign \u2014 one that used ATxSG as the centrepiece while also developing a pipeline independently of the event, across multiple APAC markets."},"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":""},"featured_image_src":"https://mercurylabsmarketing.com/__callbox_upstream/cms/wp-content/uploads/2026/04/Enterprise-AI-Solutions-Asia-Tech-SG-CS.webp","yoast_head":"\n