Penetrating net new enterprise and government whitespace in singapore
See how content syndication and ABM generated 430 qualified leads for Nutanix Singapore, including 82 percent verified government contacts.
Amisha Srivastava, Brand Marketing Manager
The Challenge
Nutanix needed pipeline. Not recycled names from a purchased list. Not passive content downloaders. Net-new decision-makers, across two distinct audiences that rarely appear in the same campaign: large commercial enterprises and Singapore's strictly regulated public sector.
The brief had three non-negotiables.
True whitespace only. No overlap with Nutanix's existing CRM or target account data. Every lead had to be genuinely unknown to the sales team.
Buying intent, not just contact data. Job titles and email addresses are table stakes. Nutanix needed to know who was actively evaluating infrastructure changes and when, so their SDR team could walk into every conversation with context.
Dual-track compliance. Commercial accounts (200 or more employees) and government agencies operate under entirely different rules. Both streams had to maintain data quality and compliance standards without compromise to either.
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