Delivering Growth: How One Model Scaled APAC Success with Regionalised Marketing Support
The Challenge
After strong initial growth in APAC, One Model faced a new hurdle: their marketing efforts were primarily centralised in the U.S., making it difficult to tailor messaging, campaigns, and event support for the vastly different markets across Australia, New Zealand, Singapore, Japan and beyond.
"Getting regionalised material and campaigns was a real challenge. the markets we work across are so different, and we needed local support that truly understood that," said Bruce Chadburn, APAC region sales leader, One Model.
Without local marketing support, the APAC sales team was left driving marketing pipeline themselves -including managing conference logistics, promotional campaigns, and post-event follow-ups—limiting their ability to focus on growth.
After strong initial growth in APAC, One Model faced a new hurdle: their marketing efforts were primarily centralised in the U.S., making it difficult to tailor messaging, campaigns, and event support for the vastly different markets across Australia, New Zealand, Singapore, Japan and beyond. "Getting regionalised material and campaigns was a real challenge. The markets we work across are so different, and we needed local support that truly understood that," said Bruce Chadburn, APAC Director at One Model. Without local marketing support, the APAC sales team was left driving marketing pipeline themselves -including managing conference logistics, promotional campaigns, and post-event follow-ups—limiting their ability to focus on growth.
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The Solution
One Model engaged Stirling Marketing in 2020 to develop a comprehensive marketing strategy for the APAC region. From there, the partnership expanded into execution across multiple key initiatives, and has been a 5 year partnership.
Initially, Stirling Marketing helped bring the strategy to life by supporting webinars, events, and early demand generation efforts. over time, the engagement evolved into a full-service regional marketing partnership that included:
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Event and Conference Growth: Expanding One Model’s presence across major HR and analytics conferences, managing logistics, promotions, and lead capture.
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Partnership Development: Deepening regional partnerships with Ahri and Aventedge to increase brand visibility and thought leadership.
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Content Creation: Producing case studies, including video case studies, and launching new content campaigns around ebook assets and research reports.
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Owned Event Launches: Developing and managing One Model’s own event programs in the apac market.
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People Analytics Survey: Launching and promoting a regional people analytics survey to strengthen One Model’s leadership position in the space.
One Model engaged Stirling Marketing in 2020 to develop a comprehensive marketing strategy for the APAC region. From there, the partnership expanded into execution across multiple key initiatives, and has been a 5 year partnership. Initially, Stirling Marketing helped bring the strategy to life by supporting webinars, events, and early demand generation efforts. Over time, the engagement evolved into a full-service regional marketing partnership that included: -- Event and Conference Growth: Expanding One Model’s presence across major HR and analytics conferences, managing logistics, promotions, and lead capture. -- Partnership Development: Deepening regional partnerships with AHRI and Aventedge to increase brand visibility and thought leadership. -- Content Creation: Producing case studies, including video case studies, and launching new content campaigns around ebook assets and research reports. -- Owned Event Launches: Developing and managing One Model’s own event programs in the APAC market. -- People Analytics Survey: Launching and promoting a regional People Analytics Survey to strengthen One Model’s leadership position in the space.
"We started by lifting a big weight off my shoulders with event support, but over time the partnership has just gone from strength to strength, covering everything from events to major campaign launches," – Bruce Chadburn, APAC Region Sales Leader, One Model
The Results
Through Stirling Marketing’s support, One Model saw tangible improvements in marketing efficiency and business impact:
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Event engagement increased significantly. As just one example, the Gartner conference in Sydney, the number of qualified conversations and booth scans grew markedly year-on-year.
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Specific closed-won opportunities were directly attributed to events supported by Stirling Marketing.
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Internal time and effort spent on marketing logistics reduced substantially, allowing sales leaders to focus on pipeline growth and customer engagement.
Through Stirling Marketing’s support, One Model saw tangible improvements in marketing efficiency and business impact: -- Event engagement increased significantly. As just one example, the Gartner Conference in Sydney, the number of qualified conversations and booth scans grew markedly year-on-year. -- Specific closed-won opportunities were directly attributed to events supported by Stirling Marketing. -- Internal time and effort spent on marketing logistics reduced substantially, allowing sales leaders to focus on pipeline growth and customer engagement.
"We've gone from strength to strength. We've had specific opportunities close from events Stirling Marketing helped us with, and the pipeline is very strong," – Bruce Chadburn, APAC Region Sales Leader, One Model
The Bottom Line
By partnering with Stirling Marketing, One Model was able to regionalise its APAC marketing approach, better engage its target markets, and strengthen its pipeline while allowing its internal teams to stay focused on selling.
About One Model
One Model is a global leader in people analytics, helping large organizations consolidate their HR, operational, and financial data to deliver critical insights. With customers like the Australian Department of Health, NBN, Tabcorp and Civil Aviation Safety Authority, One Model empowers businesses to predict future workforce trends using both historical and predictive analytics.