Brand, Leads, and Revenue: The Marketing Strategy Behind Celigo’s APJ Success
About Celigo
Celigo is a leading integration platform as a service (iPaaS) provider, enabling businesses worldwide to automate processes and streamline operations. By connecting critical business applications, Celigo empowers companies to scale efficiently, reduce operational friction, and drive growth.
The Challenge
As Celigo set its sights on expanding across the Asia-Pacific and Japan (APJ) region, it faced the challenge of increasing brand awareness, generating demand, and building a sustainable pipeline. The highly competitive market required a tailored marketing strategy to establish Celigo’s presence and drive engagement with key decision-makers.
To gain traction, Celigo needed a dedicated marketing partner with deep regional expertise who could deliver results-driven campaigns, optimise budget allocation, and execute targeted outreach initiatives.
“Even though we have a good customer base, we were very much an unknown brand in APJ. The focus was, how do we build the brand? How do we get out there and tell our story?” – George Polyzos, Vice President, Asia Pacific & Japan, Celigo.
As Celigo set its sights on expanding across the Asia-Pacific and Japan (APJ) region, it faced the challenge of increasing brand awareness, generating demand, and building a sustainable pipeline. The highly competitive market required a tailored marketing strategy to establish Celigo’s presence and drive engagement with key decision-makers. To gain traction, Celigo needed a dedicated marketing partner with deep regional expertise who could deliver results-driven campaigns, optimise budget allocation, and execute targeted outreach initiatives. “Even though we have a good customer base, we were very much an unknown brand in APJ. The focus was, how do we build the brand? How do we get out there and tell our story?” – George Polyzos, VP, APJ at Celigo.
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The Solution
Partnering with Stirling Marketing, Celigo implemented a structured, high-impact marketing strategy focused on building awareness, generating leads, and converting opportunities. The engagement included:
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Comprehensive marketing strategy: Development and execution of marketing plans for 2023, 2024 and 2025, ensuring alignment with Celigo’s growth objectives.
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Multi-channel campaigns: A mix of conference sponsorships, owned events in Melbourne and Sydney, partner marketing collaborations, paid advertising, and webinars to maximise reach.
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Regional engagement: Tailored messaging and localised campaigns to resonate with APJ audiences.
A key highlight of the strategy was Celigo’s first major owned event in the region. “I went to Stirling Marketing with a challenge: I wanted Celigo to host an event to demonstrate our capability and announce to the market that we’ve arrived. I was quite nervous about it—how do we get people there? How do we get speakers? How do we plan this?” Polyzos recalled.
Partnering with Stirling Marketing, Celigo implemented a structured, high-impact marketing strategy focused on building awareness, generating leads, and converting opportunities. The engagement included: - Comprehensive marketing strategy: Development and execution of marketing plans for 2023, 2024 and 2025, ensuring alignment with Celigo’s growth objectives. - Multi-channel campaigns: A mix of conference sponsorships, owned events in Melbourne and Sydney, partner marketing collaborations, paid advertising, and webinars to maximise reach. - Regional engagement: Tailored messaging and localised campaigns to resonate with APJ audiences. A key highlight of the strategy was Celigo’s first major owned event in the region. “I went to Stirling Marketing with a challenge: I wanted Celigo to host an event to demonstrate our capability and announce to the market that we’ve arrived. I was quite nervous about it—how do we get people there? How do we get speakers? How do we plan this?” Polyzos recalled.
“The Stirling Marketing team executed flawlessly, from idea to event in just two months. We had over 150 registrations, more than 100 attendees, and even signed a deal on the day because a prospect was so impressed.” – George Polyzos, Vice President, Asia Pacific & Japan, Celigo
The Results
Through Stirling Marketing’s strategic approach, Celigo saw measurable success:
2023 Performance from marketing:
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Nearly 1,000 leads generated
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Over 20 sales opportunities created
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Significant pipeline revenue impact
2024 Performance from marketing:
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Over 900 leads generated
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Sales opportunities grew by over 380%
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16 closed-won deals
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Revenue from closed deals up by more than 40%
Additionally, Celigo’s marketing budget increased by 300% year-over-year, reflecting the success of the campaign and the company’s commitment to scaling its presence in the region.
Through Stirling Marketing’s strategic approach, Celigo saw measurable success: 2023 Performance from marketing: - Nearly 1,000 leads generated - Over 20 sales opportunities created - Significant pipeline revenue impact 2024 Performance from marketing: - Over 900 leads generated - Sales opportunities grew by over 380% - 16 closed-won deals - Revenue from closed deals up by more than 40% Additionally, Celigo’s marketing budget increased by 300% year-over-year, reflecting the success of the campaign and the company’s commitment to scaling its presence in the region.
“Across 33 events in 12 months, we generated approximately 2,000 leads. That’s been instrumental in why Celigo APJ has seen a 40% year-on-year growth over the last two years.” – George Polyzos, Vice President, Asia Pacific & Japan, Celigo
The Bottom Line
By leveraging Stirling Marketing’s expertise, Celigo successfully expanded its footprint in the APJ market, driving brand awareness and generating high-value opportunities. With a refined marketing strategy in place, Celigo continues to strengthen its position as a leader in the integration space, setting the stage for sustained growth in the region.
“When you’re the first hire in a region, it’s daunting. You need partners you can trust—who can hit the ground running and execute. Stirling Marketing has been that for us. We’ve grown over 50% in our first year and over 40% the next. That doesn’t happen without the right partners.” – George Polyzos, Vice President, Asia Pacific & Japan, Celigo
With momentum on its side, Celigo is now focused on the next stage of growth—deepening market penetration, forging stronger industry partnerships, and continuing to refine its marketing strategy to drive long-term success in APJ. Armed with a proven framework and the right partners, Celigo is well-positioned to lead the way in automation and integration across the region.
By leveraging Stirling Marketing’s expertise, Celigo successfully expanded its footprint in the APJ market, driving brand awareness and generating high-value opportunities. With a refined marketing strategy in place, Celigo continues to strengthen its position as a leader in the integration space, setting the stage for sustained growth in the region. “When you’re the first hire in a region, it’s daunting. You need partners you can trust—who can hit the ground running and execute. Stirling Marketing has been that for us. We’ve grown over 50% in our first year and over 40% the next. That doesn’t happen without the right partners.” – George Polyzos. With momentum on its side, Celigo is now focused on the next stage of growth—deepening market penetration, forging stronger industry partnerships, and continuing to refine its marketing strategy to drive long-term success in APJ. Armed with a proven framework and the right partners, Celigo is well-positioned to lead the way in automation and integration across the region.
