The Client is a US-headquartered global cybersecurity platform vendor offering endpoint protection, XDR, Zero Trust network security, cloud security, and security operations solutions to enterprise and mid-market organisations worldwide. With an established presence in North America and Europe, the Client identified Southeast Asia and broader APAC as a priority growth region \u2014 targeting enterprise accounts across financial services, government, healthcare, manufacturing, and telco sectors.
\n\n\n\nThe Client had built a globally recognised cybersecurity platform with proven capability across endpoint protection, XDR, Zero Trust network security, and cloud security \u2014 but penetrating Southeast Asia’s enterprise market at speed required more than brand recognition. Despite strong North American and European credentials, the Client faced a familiar challenge for global cybersecurity vendors entering APAC: enterprise security buyers in the region are sophisticated, risk-averse, and flooded with vendor outreach. CISOs and IT Directors in Singapore, Indonesia, Malaysia, and across the broader region receive a high volume of cold vendor approaches daily \u2014 most of which are deleted before the first sentence is read. Without a partner who could craft credible, compliance-aware, and regionally specific messaging, even a category-leading platform struggles to get traction with the right decision-makers.
\n\n\n\nThe Client’s internal sales team was stretched across multiple global regions, with limited capacity to run structured outbound across seven APAC markets simultaneously. Furthermore, cybersecurity is a category where trust is everything \u2014 buyers evaluating endpoint security and XDR solutions are making high-stakes decisions that directly affect their organisation’s security posture and regulatory standing. Generic outreach that led with product features rather than the prospect’s specific threat landscape, compliance obligations, or operational gaps was unlikely to open meaningful conversations with senior security leaders. The Client needed a partner who could engage CISOs, SOC Managers, and IT Directors credibly at scale \u2014 and use webinars as a trusted, education-first channel to build regional thought leadership before any sales conversation began. They engaged Mercury Labs to build and run that program across Southeast Asia and APAC.
\n\n\n\nTo help the Client build a consistent, multi-market pipeline across APAC, 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-campaign data enrichment across all seven markets to surface accounts showing active buying signals \u2014 organisations with recent security leadership hires, companies that had publicly disclosed cyber incidents or regulatory findings, enterprises announcing digital transformation or cloud migration programmes, and technology firms with known legacy endpoint protection platforms approaching end-of-life.
\n\n\n\nFor prospects not yet ready for a direct discovery conversation, Mercury Labs deployed a content-led nurture track designed to educate CISOs, IT Directors, and SOC Managers on the operational and compliance advantages of a unified endpoint security and XDR platform over point solutions. Messaging addressed the most common barriers to consideration across APAC enterprise buyers: concern about platform integration complexity with existing SIEM and SOC tools, uncertainty about deployment timelines in hybrid and multi-cloud environments, and scepticism about AI-powered threat detection claims in a market saturated with vendor noise.
\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, market assignment, compliance obligations noted, and a recommended conversation opener for the Client’s account executives based on each prospect’s demonstrated area of concern.
\n\n\n\nTo complement the appointment setting and lead generation programs, Mercury Labs supported the Client in launching a cybersecurity education webinar series targeting CISOs, IT Directors, and SOC Managers across Southeast Asia and APAC. The webinars were positioned as threat intelligence and security strategy sessions \u2014 not product showcases \u2014 giving the Client a credible platform to demonstrate regional expertise and thought leadership before any direct commercial conversation took place.
\n\n\n\nFor each webinar, Mercury Labs executed the following:
\n\n\n\nWithin six months, Mercury Labs delivered 74 Sales Qualified Appointments and 138 MQLs across Singapore, Indonesia, Malaysia, Thailand, the Philippines, Australia, and Hong Kong, while driving 58 webinar registrations that gave the Client a consistent, education-first touchpoint with senior security leaders before any commercial conversation began. With a 9% no-show rate on scheduled appointments, the program put the Client’s sales team in front of qualified CISOs, IT Directors, and SOC Managers who had already been engaged through compliance-aware, threat-led multi-touch outreach \u2014 turning a fragmented APAC outreach effort into a structured, seven-market pipeline engine in just six months.
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\nThe Client had built a globally recognised cybersecurity platform with proven capability across endpoint protection, XDR, Zero Trust network security, and cloud security \u2014 but penetrating Southeast Asia’s enterprise market at speed required more than brand recognition. Despite strong North American and European credentials, the Client faced a familiar challenge for global cybersecurity vendors entering APAC: enterprise security buyers in the region are sophisticated, risk-averse, and flooded with vendor outreach.
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