Past 2,100 qualified MQLs across five APAC markets.
2,100+ qualified MQLs generated across APAC markets. CPL reduced 41%. 35 new regional resellers were activated through the programme. Lead-to-opportunity conversion hit 27% — significantly above the enterprise technology benchmark of 10–15%. The market localisation strategy was the most impactful change: campaigns tailored to Singapore, Australia, and India outperformed the generic APAC campaigns by 60% on MQL rate.
Traffic, but no pipeline
Heavy spend across APAC drove clicks, not opportunities — broad targeting and no localisation or nurture.
Market-by-market precision
Rebuilt audiences around CIOs and IT heads, then tailored each market individually with a Search + LinkedIn + Email ecosystem.
2,100+ MQLs, 27% to opp
2,100+ qualified MQLs, CPL down 41%, 35 new resellers, and a 27% lead-to-opportunity rate.
01 The problem
A leading Dell Channel Partner operating across multiple APAC markets was running paid campaigns that drove traffic but failed to convert. Despite significant ad spend, the pipeline remained thin and cost-per-lead was climbing with no clear ceiling. The core problem: campaigns lacked precision targeting, market-level localisation, and a structured nurturing system. IT decision-makers — CIOs, Infrastructure Managers and IT Heads — were being reached too broadly, with messaging that didn't address their real infrastructure pain points.
Five markets, treated as five markets.
Multi-market APAC fails when run as one campaign. Each country got its own architecture under one pipeline.
Decision-maker targeting
Rebuilt audience architecture to reach CIOs, IT heads and infrastructure managers using intent signals and job-function layering.
Per-market localisation
Tailored each APAC market with culturally relevant messaging and region-specific offers — Singapore, Australia and India outperformed generic by 60%.
Connected channel ecosystem
Built a Search + LinkedIn + Email funnel with no drop-off points between awareness and sales qualification.
Automated qualification
Email sequences educated, qualified and warmed leads before they ever reached the sales team.
Broad spray to precise pipeline.
03 The results
2,100+ qualified MQLs generated across APAC markets. CPL reduced 41%. 35 new regional resellers were activated through the programme. Lead-to-opportunity conversion hit 27% — significantly above the enterprise technology benchmark of 10–15%. The market localisation strategy was the most impactful change: campaigns tailored to Singapore, Australia, and India outperformed the generic APAC campaigns by 60% on MQL rate.
Twelve weeks across APAC.
Audience → localisation → ecosystem → qualification.
Audience rebuild
Re-architected targeting around IT decision-makers with intent-based signals and job-function layering.
Market localisation
Built distinct campaigns per market with culturally relevant messaging and region-specific offers.
Channel ecosystem live
Connected Search, LinkedIn and Email into one funnel with no drop-off points.
Nurture & qualification
Automated sequences warmed and qualified leads, lifting lead-to-opportunity toward 27%.
2,100+ MQLs
CPL down 41%, 35 resellers activated, and a market-level reporting structure handed over.
What the partner kept.
Documented, portable, and owned by the client not locked inside our account.
- ✓Per-market campaign blueprintDistinct architecture for each APAC market.
- ✓Decision-maker audiencesCIO / IT-head targeting sets, reusable.
- ✓Unified pipeline dashboardOne reporting structure across five markets.
- ✓Lead qualification flowsThe automated warm-and-qualify sequences.
- ✓Localised message libraryRegion-specific offers and creative.
- ✓Reseller activation playbookHow 35 new resellers were brought on.
04 Why it worked
Multi-market APAC campaigns fail when they're treated as a single market. Each country has different buying cycles, decision-maker seniority structures, and competitor landscapes. Building distinct campaigns per market — while maintaining a unified pipeline and reporting structure — is operationally complex. The 2,100+ MQL result was only possible because the market-level differentiation was done properly, not just localised in language.
They didn't run one APAC campaign — they ran five, properly. That's why we got 2,100 real MQLs instead of a click report.