The Problem:

Ineffective outbound outreach

Wanting to grow their business in Malaysia, and Singapore, Kintone's challenge was to get leads in these countries. Kintone’s main target are SMEs with less than 100 employees focusing on the business of manufacturing, construction, consulting, wholesale, retail, and trading. Marketing plans that were done to attract these targets did not get them leads in terms of volume and quality. Kintone tried generating leads through outbound outreach from within their team but was unsuccessful as well. Unfamiliarity with the market backed them up into a corner and made expansion harder.

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Due to these obstacles, Kintone engaged with Nectar to execute their GTM strategy. Nectar’s main task was to create brand awareness, penetrate, and help book meetings through cold calling outreach to the target market across these locations.

Nectar's Strategic Approach:

Nectar took on the challenge of enhancing Kintone's presence in Malaysia and Singapore by developing a comprehensive go-to-market (GTM) strategy. Understanding the intricacies of the target market, Nectar implemented a multi-faceted approach:

1. Targeted Outreach: Nectar conducted detailed market research to identify and understand SMEs in the manufacturing, construction, consulting, wholesale, retail, and trading sectors. This ensured that outreach efforts were precise and impactful.
2. Cold Calling Campaigns: Leveraging their expertise in B2B sales, Nectar initiated cold calling campaigns aimed at booking meetings with key decision-makers within the targeted SMEs. This direct approach facilitated immediate engagement and interest.
3. Brand Awareness: Through a blend of digital marketing and direct outreach, Nectar significantly boosted Kintone's brand awareness in the new territories. This included tailored messaging that resonated with the local market needs and business challenges.
4. Appointment Setting: Nectar guaranteed that all appointments set were with qualified prospects, ensuring a higher probability of conversion from meeting to sales pipeline.

Results

The collaboration between Nectar and Kintone yielded remarkable outcomes:

• Increased Lead Generation: Nectar achieved a 119% lead generation rate, surpassing initial targets and expectations.
• Qualified Meetings: A total of 107 meetings were booked with highly qualified prospects, setting the stage for potential business opportunities.
• Successful Market Penetration: The strategic outreach and targeted marketing efforts enabled Kintone to penetrate the Malaysian and Singaporean markets effectively.
• Expanded Territories: Following the success in the APAC region, Kintone has expanded their collaboration with Nectar to cover additional territories, further solidifying their market presence.

Testimonial

“Nectar was the perfect partner for us as they not only understand the mechanics of the typical enterprise accounts but guaranteed that all appointments would be qualified. This was critical for the success of the campaign as it meant all the meetings sat had a strong chance of becoming pipeline. Since the success of the APAC region we’ve now expanded to cover more territories.”

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-Sneha Subramanian, Senior Marketing Manager