case study
Software AG | Accelerating Growth & Pipeline in APAC
Software AG | Global leader in integration, APIs, and business process solutions
S2M
September 30, 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 their digital transformation. To achieve scalable growth across the APAC region, the company partnered with S2M to generate a consistent pipeline of sales-ready opportunities across multiple markets.
Building on the success of an initial pilot project, Software AG expanded its partnership with S2M into a broader program covering Singapore, Malaysia, Australia, New Zealand, Hong Kong, China, and Korea.
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 Targeting: S2M collaborated closely with Software AG's sales and marketing teams to pinpoint ideal customer profiles (ICPs) and build a precise target account list (TAL). This involved combining look-alike accounts with the client’s biggest, fastest-win opportunities. S2M then integrated firmographics, intent data, and organizational insights to ensure all outreach was concentrated on accounts with the highest conversion potential.
- Localized Messaging & Market Reach: The team crafted market-specific outreach that addressed the unique business nuances of each APAC region. By adapting language and value propositions, they resonated with key decision-makers across diverse industries, ensuring that initial meetings evolved into multi-stakeholder opportunities rather than isolated introductions.
- Cross-Market Scale & Predictable Execution: The program’s success was first proven in Singapore, Malaysia, and Australia before it was expanded into North Asia (China and Korea). Through consistent benchmarking and weekly performance analysis, S2M demonstrated that the model was both resilient and repeatable. This continuous, data-driven refinement helped optimize targeting, messaging, and conversion rates across all markets.
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.”
— J.S, Senior Marketing Director APJ | Software AG
THE FINAL RESULT
Predictable, High-Quality Pipeline at Scale
The partnership delivered measurable, revenue-aligned outcomes 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.”
— Guillaume Charron, Managing Director, S2M
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