The Client is an Asia Pacific-based provider of industrial automation and operational technology (OT) security solutions, serving enterprise manufacturers and critical infrastructure operators across the region. Their portfolio spans programmable automation controllers, industrial networking infrastructure, smart manufacturing software, and OT cybersecurity services\u2014enabling organisations to modernise their production environments, integrate IT and OT systems, and protect industrial operations from an evolving threat landscape. With a strong regional footprint and decades of industry expertise, the Client partners with some of the largest manufacturing, energy, and critical infrastructure organisations in APAC to drive operational resilience, efficiency, and sustainable growth.
\n\n\n\nThe Client had an established presence across APAC\u2019s industrial and critical infrastructure sectors, with a broad portfolio of automation and OT security solutions trusted by enterprise operators across the region. However, translating that brand credibility into a consistent, scalable pipeline of qualified opportunities required a more structured and targeted commercial approach than their internal team could sustain at pace. Their target accounts\u2014large manufacturers, energy operators, and critical infrastructure organisations\u2014were already aware of OT security risks but were at varying stages of evaluating solutions. The challenge was identifying which accounts were actively in an evaluation cycle and engaging them with the right message before a competitor moved in.
\n\n\n\nThe complexity of the buying process compounded this challenge further. OT security decisions in enterprise APAC organisations typically involve multiple stakeholders\u2014CISOs, OT Security Managers, Plant Managers, IT/OT Integration leads, and increasingly the C-suite\u2014each with distinct priorities and risk tolerances. The Client needed a lead generation partner capable of navigating these multi-stakeholder environments, qualifying prospects with precision, and supplementing direct outreach with a credible webinar program that positioned the Client as a trusted OT security authority across the region. Speed was also a priority: with a compressed three-month window, there was no room for a slow ramp or a generic outreach approach.
\n\n\n\nTo help the Client build a qualified, sales-ready pipeline across APAC\u2019s industrial and critical infrastructure sectors, 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 was structured across three 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\nBefore outreach began, Mercury Labs ran pre-programme data enrichment to surface APAC accounts demonstrating active buying signals\u2014organisations with recent OT security incidents or regulatory compliance requirements, companies that had publicly announced Industry 4.0 or smart manufacturing initiatives, and enterprises known to be operating ageing industrial control systems (ICS) or legacy SCADA environments in need of modernisation.
\n\n\n\nFor prospects not yet ready for a direct sales conversation, Mercury Labs deployed a content-led nurture track designed to deepen engagement and accelerate buying intent. Messaging was anchored around the most pressing OT security concerns for APAC enterprise operators: the convergence of IT and OT networks increasing attack surfaces, the growing regulatory pressure around critical infrastructure protection, and the operational and financial cost of unplanned industrial downtime caused by cyber incidents.
\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\u2019s team at every stage of the program.
\n\n\n\nTo complement the appointment setting and lead generation programs, Mercury Labs supported the Client in launching a targeted webinar series for senior OT security and operations leaders across APAC. The webinars were positioned as thought leadership and peer-learning sessions\u2014not product demonstrations\u2014giving the Client a credible platform to engage CISOs, Plant Managers, and Digital Transformation leads without leading with a vendor pitch.
\n\n\n\nFor each webinar, Mercury Labs executed the following:
\n\n\n\nIn just three months, Mercury Labs\u2019s multi-channel ABM program delivered focused, full-funnel results across APAC\u2019s industrial automation and OT security market. The appointment setting program generated 34 Sales Qualified Leads from a precisely targeted pool of enterprise manufacturers, energy operators, and critical infrastructure decision-makers\u2014contacts who confirmed both buying authority and a clear OT security or automation challenge aligned with the Client\u2019s portfolio. With an 8% no-show rate well within benchmark, the meetings delivered were not only qualified but commercially ready, with the Client\u2019s sales team arriving at each conversation fully briefed on the prospect\u2019s environment, pain points, and decision-making structure.
\n\n\n\nIn parallel, the lead generation program cultivated 72 Marketing Qualified Leads\u2014a broader pipeline of engaged APAC enterprise contacts being actively nurtured toward sales readiness. The webinar program added a third layer of pipeline momentum, attracting 41 registrations from senior OT security and operations leaders who engaged with the Client\u2019s thought leadership content before any direct sales conversation began. Together, the three pillars worked in concert across a compressed three-month window\u2014demonstrating that with the right targeting, messaging, and multi-channel execution, a high-quality APAC pipeline can be built fast, even in a complex, high-stakes enterprise buying environment.
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\nThe Client had an established presence across APAC\u2019s industrial and critical infrastructure sectors, with a broad portfolio of automation and OT security solutions trusted by enterprise operators across the region. However, translating that brand credibility into a consistent, scalable pipeline of qualified opportunities required a more structured and targeted commercial approach than their internal team could sustain at pace.\u00a0
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