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Home / Services / Pipeline creation

Build pipeline in Asia without guessing who to call

We decide which companies belong on your list and when to approach them. Our sister firm The GTM Studio builds and runs the outreach.

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At a glance
We decide
Who, why, and what to say
They build
The GTM Studio
Channels
Email, LinkedIn, calls, events
Output
Qualified conversations
✓Not appointment setting. Read the section below before you enquire.
What we work out

The hard part is knowing why each company belongs on the list

Anyone can buy a list of companies in Southeast Asia. What decides whether outreach works is the thinking behind it: who fits, what would make them reply, and whether now is the moment. That thinking is ours. The build and the running of it is The GTM Studio.

Talk it through in 15 minutes →
1

Your addressable market, segmented for Asia rather than for headquarters. The segments that work at home usually cut the region the wrong way, and the list inherits the error.

2

Which buying signals mean something here. Hiring, funding and tooling signals read differently in this region, and some of the ones your team trusts are noise.

3

The message, and why the one that works at home does not work here. Most companies skip this step. They translate the message instead of changing it, and wonder why reply rates collapse.

4

Who should make the approach. Sometimes it is an email. Often it is somebody from our network making an introduction, which is a different route to the same meeting and a far shorter one.

What we are not

We advise as well as deliver

Our focus is strategic pipeline development. If what you need is a set number of meetings in the diary this month, there are firms that do that more cheaply than we do, and we will tell you so rather than take the work.

Signal-driven selling

Modern go-to-market technique, pointed at this region

We call it signal-driven selling. You may know the work as lead generation or outbound prospecting; the difference is that every approach starts from something that has just changed at a company, such as a new leader, a tender or an expansion, and gives it a reason to talk now. With clean data and automation, a small team can reach a very large market and still say something specific to each company in it.

Data

Enriched targeting

Addressable market mapped and enriched, so the list is built on fit rather than on who happened to be in a database.

Signals

Timing as well as targeting

The right company at the wrong moment is a no. Signals tell you which accounts are worth approaching this quarter.

Message

Specific at scale

Personalisation that reflects something true about the company, rather than a merge field with their name in it.

Channels

More than outbound

Email and LinkedIn, but also calls, in-market events and warm introductions from a network built here over a decade.

Scope

Modular by design

Take the thinking alone or add the engine as well. It depends on your stage and your budget.

People

Run by sellers

Led by people who have carried a number in this region, not by a campaign manager who has read about it.

How we work

Two ways in, depending on how much you want run for you

Track one

Data-driven pipeline creation

Structured pipeline at scale, and the right choice for early traction in a new market.

01Addressable market mapped and segmented for this region
02Ideal customer profile defined, with enriched buyer detail
03Personalised outbound over email and LinkedIn
04Messaging worked out with you in working sessions
05Built to hand over, so your team can run it later
Track two

The full engine

A multi-channel programme run with our delivery partners. For companies making a serious move rather than a first test.

01Everything in track one
02In-market events: launches, lunch and learns, roundtables
03Introductions from the network, where an introduction beats an email
04Voice and chat outreach alongside written channels
05Performance marketing to support the outbound
06LinkedIn presence for your founders and sellers
Who builds it

Engineered by The GTM Studio

Our sister firm, founded by Steve Dawson with Charles Tidswell. They build and run the outreach engine behind it. We bring the region and the relationships.

Visit The GTM Studio →
Sister firmshared founder, separate company
GTM engineeringdata, signals, systems design
Based in Singaporesame market, same time zone
They run itwe stay accountable for the outcome

Work out who to target before choosing the tools

Start with a 15-minute call, then an hour on who you should be targeting in this region and why. Free, supported by Singapore EDB.

From signal to first line

How a company entering or growing in Asia finds its next buyers

Whether you are entering the region for the first time or already here and ready to grow, it starts with data: the signals that show which companies to approach, and why now. Without that foundation, no amount of engagement works. On top of it comes what makes Asia different in nearly every market: the language, the local partners, the channel relationships and the network that decide whether a door opens. Digital outreach, introductions, meetings and events, used together. Pick an industry to see one signal followed all the way through.

Illustrative examples. The clients and the people are made up; the method is the one we use.

Technology and software

Entering Asia. A UK data security software company opening in Singapore, with no customers in the region yet and a need for its first reference bank.

  1. SignalA regional bank is hiring a head of data platform in Singapore.Job postings · public
  2. Why nowA new platform leader reviews the tools around the platform in their first six months, which is the opening a vendor new to the region needs.
  3. WhoThe new head of data platform, and the chief information security officer.
  4. Local nuanceBanks here rarely buy from a vendor with no local reference. They want an integrator they already trust involved, and a meeting in person before any pilot.
  5. First lineCongratulations on building out the data platform team. We have just opened in Singapore, and the banks we work with in Europe settled access controls in their first six months, before the platform grew.
  6. Route inAn introduction through a systems integrator that already works with the bank, then a meeting in person while the client's team is in Singapore.

Maritime and logistics

Entering Asia. A Norwegian crew training and simulation company planning its first office in Singapore, where much of its buyers' technical decision-making sits.

  1. SignalA shipowner ordered six dual-fuel vessels for delivery in 2028.Newbuild orders · public
  2. Why nowCrew training, fuel supply and onboard systems for those ships are decided in the next twelve months, and the owner's technical team is in Singapore.
  3. WhoThe head of fleet technical, and the newbuild project manager.
  4. Local nuanceMany owners in Singapore answer to a head office in Japan, China or Greece, and buy on relationships built over years. A class society or agent vouching for you counts for more than any email.
  5. First lineCongratulations on the dual-fuel order. We train crews for dual-fuel fleets in Europe and are setting up in Singapore, where owners taking delivery in 2028 are settling crew and fuel plans now.
  6. Route inAn introduction through a class society contact who knows the owner, and a meeting booked during Singapore Maritime Week.

Fintech and payments

Already here, expanding. A claims automation platform with insurers as customers in Singapore, now growing into Malaysia.

  1. SignalAn insurer in Malaysia opened an innovation call for claims automation pilots.Innovation calls · public
  2. Why nowThe call closes in six weeks, the shortlist comes from the first submissions, and a live customer in Singapore makes the case.
  3. WhoThe head of claims transformation, and the innovation lead running the call.
  4. Local nuanceInsurers in Malaysia expect material in Bahasa Malaysia as well as English, and a local partner who can support a pilot on the ground.
  5. First lineYour claims automation call describes the problem we already solve for insurers in Singapore. Could we show you what a six-week pilot would look like in Kuala Lumpur?
  6. Route inA warm introduction through a fintech association on the call's judging panel, backed by a short, targeted digital campaign to the claims team in English and Bahasa Malaysia.
See the signals we watch in your industry →
The signals, named

What we watch for, and where it comes from

Every approach starts with a reason it is relevant now. These are the kinds of signals we use, each tagged by where we get it: a public source, data we license, or our own network.

Public

A new entity registered in Singapore

A company that has just set up here has committed to the region and needs partners, suppliers and customers.

Public

A regional or country lead appointed

New leaders review suppliers in their first months. The appointment date tells us when to approach.

Public

Hiring for roles in the region

Job postings show where a company is building, which functions it is investing in, and what it will need next.

Licensed

A change of technology

Technographic data shows who has just installed a competitor, or is outgrowing what they use today.

Licensed

Trade flows in your category

Import and customs data shows which buyers already bring in what you make, and from whom.

Our network

A partner or buyer looking now

A distributor that has lost a line, a buyer running a review, a delegation being planned. The signals nobody publishes.

Every industry has its own signals. See the signals by industry →

Frequently asked

Pipeline creation questions

What is signal-driven selling?

Selling that starts from a signal rather than a list. It is our way of doing what most people call lead generation or outbound prospecting. A signal is something that has just changed at a company and makes it likely to buy now: a new leader, a new plant, a tender, a licence, a round of hiring. We find signals in public sources, in data we license and through our network, then approach the people who own the decision with a reason to talk, through an introduction where one exists. It is how we build pipeline, recruit partners and run business matching for group programmes.

What do you mean by a data-driven pipeline?

We map your addressable market in this region, identifying the verticals, accounts and buyer roles that fit, then design the outreach that reaches those decision makers with something specific to say. What you get is qualified pipeline: companies that fit, with a reason to talk now.

How is this different from hiring an SDR or a telemarketing firm?

We bring local context, change the messaging rather than translate it, find the warm routes in, and filter out the noise. If what you want is a fixed number of meetings booked this month, a telemarketing firm will do it more cheaply and we will tell you so.

Is this a marketing service or a sales service?

It sits between the two. The goal is sales-ready conversations rather than awareness, and it is run by people who have carried a revenue number in this region.

What does the market mapping produce?

A segmented view of your priority markets: account lists, buyer personas, vertical filters and opportunity sizing, all of it set against your own value proposition rather than a generic template.

How do you reach prospects?

Targeted outbound over email and LinkedIn, warm introductions through our in-market network, and engagement built around events or content where that suits the buyer better. Which of those leads depends on the market and the deal size, not on which channel we prefer.

Can this run alongside your other services?

Yes, and it often does. Pipeline work frequently feeds a channel programme or an in-market deal team, so the meetings created have somebody to carry them.

How quickly will we see something?

The prospect data and the messaging framework are usually ready within a few weeks. After that it depends: cycle length varies a great deal by sector and deal size in this region, and anyone guaranteeing you qualified meetings by a fixed date has not asked enough questions yet.

How do you measure whether it is working?

Qualified conversations created, the quality of the meetings rather than the count, engagement from the accounts that matter, and movement through your own funnel. We report against your own definitions.

Pipeline, in practice

What this looks like when it is running

Piano
AME operates as a coordinated extension of our team. Rather than a single vendor, their consortium combines market research, regional GTM strategy, demand generation and targeted outreach into one motion. We gain deep APAC positioning, stronger digital and outbound execution, and local networks that improve visibility and early traction.
Bryan Hooley
SVP APAC, Piano · Netherlands
PipelineUnited Kingdom

Endava

Asia Market Entry have been essential for Endava to successfully kick off our presence in Singapore. Access to lead generation, strong relationships and operations have all been very helpful. The whole team are fantastic and welcomed us with open arms.
Mike Young
Head of Sales, Asia Pacific
PipelineAustralia

Boatingo

I found our sessions and discovery helpful in ascertaining where, who and how to execute a marketing plan and strategy for Singapore clients. Steve provided a concise and targeted strategy including local contacts, enhanced inventory, awareness campaigns and, more importantly, using AI to target specific market segments.
Adam Yared
Managing Director
Go-to-marketUnited Arab Emirates

Yango Tech

The session was sharp, practical, and collaborative. It helped us define our GTM approach for Southeast Asia and align internally on where to focus. The structure made it easy to surface the right questions fast, and the follow-up was equally clear.
Victor Butenko
Head of Partnerships
Read all 45 →