case study
Software AG | Accelerating Growth & Pipeline in APAC
Software AG | Global leader in integration, APIs, and business process solutions
S2M
September 16, 2025
•
4 min read
about project
Scaling APAC Growth With a Predictable Outbound Model
Software AG is a global leader in integration, APIs, and business process solutions, empowering organizations to connect applications, data, and devices to accelerate digital transformation. To scale across APAC, the company partnered with S2M to generate consistent, sales-ready opportunities across multiple countries.
PROJECT KPI
$20M
Sales Pipeline
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65
Confirmed Sales Opportunities
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120+
Qualified Meetings Organized
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problem statement
Expanding in Fragmented, Diverse APAC Markets
Software AG needed to replicate early success across new geographies while addressing:
- Fragmented markets with varied buyer behaviors and regulations.
- Complex buying groups requiring multi-stakeholder alignment.
- Limited market presence in North Asia, including China and Korea.
OUR APPROACH
A Structured, Multi-Market Outbound Program
S2M designed a program to consistently deliver high-quality opportunities aligned to Software AG’s growth priorities:
- Strategic TAL & ICP Alignment — Refined ICPs and built a targeted account list combining look-alike accounts with high-value, fast-win opportunities, layered with firmographics, intent signals, and org-path insights.
- Localized Messaging & Market Reach — Adapted language, value propositions, and entry points to each APAC market, ensuring meetings progressed into multi-stakeholder opportunities.
- Cross-Market Scale & Predictable Execution — Extended results across Singapore, Malaysia, and Australia, while expanding into North Asia. Weekly reporting and agile alignment ensured consistent refinement of targeting, messaging, and conversion.
Client Testimonial
Hear from Our Client
“S2M proved they could deliver more than just meetings — they created a repeatable process for uncovering new accounts, identifying the right signals, and converting conversations into real pipeline. The partnership has been critical in scaling our reach across APAC.”
— Lead Marketing | Software AG
THE FINAL RESULT
Predictable, High-Quality Pipeline at Scale
- 120+ Sales Qualified Meetings with senior executives across APAC.
- 65 Confirmed Opportunities entered into CRM.
- $20M+ pipeline influenced, averaging ~$300K per opportunity.
- 50% SQL-to-Opportunity conversion, proving quality and predictability.
- 90% coverage of total addressable market in APAC.
“The future of B2B growth in APAC will be defined by the ability to balance scale with precision. Too often, companies either push volume at the expense of quality or go too narrow and miss market opportunity. What we’ve shown with Software AG is that an outbound model can do both: generate qualified opportunities at scale, align seamlessly with revenue priorities, and adapt messaging to local buyer dynamics. That’s not just execution — it’s a repeatable blueprint for how enterprise tech vendors can win across diverse, complex markets.”
— S2M
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