Driving Qualified Pipeline for a Global Event Technology Provider Through Strategic APAC Outreach

Client Overview

A globally recognized event technology and SaaS provider based out of North America, the client is known for delivering end-to-end solutions for in-person, hybrid, and virtual event management. With a presence in over 100 countries, the company serves marketing, events, and operations teams looking to streamline event planning, engagement, and ROI tracking.

• Industry: Event Technology / SaaS
• Region of Focus: APAC – Singapore & Australia
• Buyer Personas: Event Managers, Marketing Directors, VP of Events, Heads of Corporate Engagement
• Solutions Offered: Event Management Platforms, Attendee Engagement Tools, Event Marketing & Analytics

Campaign Objective

The client sought to generate high-quality B2B leads from marketing and event leadership professionals in Singapore and Australia (Sydney). The goal was to:

• Reach senior decision-makers in event management roles
• Identify companies actively investing in digital event solutions
• Generate 25 qualified leads per country over a six-month period
• Engage via email marketing and direct tele-calling, with nurturing workflows included

Challenges

• The target audience had varied responsibilities and buying cycles
• Inbox saturation for marketing leaders made it hard to break through via email alone
• Many professionals were familiar with the brand but not actively evaluating event solutions
• Needed to prioritize lead quality over sheer volume to ensure downstream sales success

LakeB2B’s Solution

LakeB2B designed and executed a multi-touch lead generation program optimized for event software solution selling across the APAC region. The approach combined targeted email campaigns, tele-calling, and continuous lead nurturing to drive conversion.

Phase 1: Data Enrichment & Persona Identification

• Built a target list of over 7,000 decision-makers across Singapore and Sydney
• Key titles included:
  • Event Manager, Director of Events, VP Marketing, Head of Event Experience
  • Director of Corporate Communications, Head of Demand Generation
• Applied firmographic filters: Mid-market & enterprise companies (200–5,000 employees)
• Segmented based on prior tech adoption and intent signals

Phase 2: Multi-Touch Engagement

Email Outreach

• Multi-wave email cadences across all segments
• Localized content focused on:
  • Improving ROI from event investments
  • Enhancing attendee engagement
  • Reducing tech friction across event lifecycle
• A/B testing performed on subject lines, CTA phrasing, and email send times
• Tracked behavior to flag high-engagement prospects for follow-up

Tele-Campaigns with Continuous Nurturing

• Trained SDRs reached out via phone to validate interest and qualify based on BANT
• Used a consultative tone, exploring gaps in current event workflows
• Follow-ups conducted for passive leads every 3–4 weeks
• Calls integrated with CRM to update prospect status and prioritize callbacks

Phase 3: Lead Delivery & Feedback Loop

• Leads were delivered weekly with full contact history and qualification status
• Client sales team received categorized leads:
  • Hot: Actively evaluating tools
  • Warm: Interested in learning more in the next 1–2 quarters
• Feedback from client was used to refine messaging and outreach pacing

Campaign Results (6-Month Period)

Business Impact & Success Highlights

• The client achieved beyond-target lead acquisition within the 6-month timeline
• Warm leads formed the basis for upcoming product demos and exploratory calls
• Email + call combination significantly improved the qualification rate
• The campaign provided deep insights into APAC event tech buyer behavior
• Enabled the client to identify future webinar candidates and ABM retargeting cohorts