Client Overview
Staple is a Singapore-based intelligent document processing SaaS company that helps businesses automate document-heavy workflows using AI. Their platform enables organisations to extract, classify, and process large volumes of structured and unstructured documents with higher accuracy and speed.
Staple works with mid-market and enterprise customers across retail, consumer packaged goods, financial services, logistics, and manufacturing, where manual document processing creates operational inefficiencies, delays, and risk.
The Challenge
Staple had built early traction through referrals and partner-led deals. This helped them acquire initial customers but did not create a predictable or scalable source of pipeline.
Leadership wanted a structured account-focused GTM motion that could consistently contribute to pipeline across priority regions in APAC, specifically Australia, Singapore, Malaysia, and India. The focus industries were retail and CPG, where Staple already had customers and proven use cases.
Before working with Engrow, Staple had experimented with PPC, LinkedIn Ads, and cold email. These generated a few opportunities but lacked clear strategy, strong industry segmentation, and the internal expertise to sustain results. Messaging was generic, not aligned to specific use cases, and campaigns lost momentum quickly.
What We Did
We designed and executed a structured account-focused GTM motion for retail and CPG accounts across APAC, combining a 1:many motion for scale with a 1:1 ABM escalation path for high-intent accounts. The engagement ran across five phases.
ICP discovery and stakeholder alignment
We started by building a clear picture of where Staple could win and aligning the entire organisation around a shared plan before any outreach began.
- Conducted deep dives into Staple’s product capabilities and how AI-driven document processing addressed operational challenges in retail and CPG
- Mapped primary use cases including invoice processing, purchase order automation, supplier documentation, and compliance workflows
- Identified key buyer personas involved in document automation decisions including operations leaders, finance teams, IT stakeholders, and digital transformation owners
- Aligned with senior leadership, Sales, and Customer Success on revenue expectations and the role the account-focused GTM motion should play in pipeline creation
- Confirmed retail and CPG as the priority industries and finalised APAC regions including Australia, India, Singapore, and Malaysia
- Reviewed existing customers, active pipeline, and CRM data to understand where Staple had traction, where deals stalled, and where messaging broke down
- Reviewed historical campaign activity to understand what had worked, what had not, and where to start differently
Account list creation and segmentation
- Built a target account list using AI-assisted look-alike modelling based on Staple’s existing retail and CPG customers
- Identified mid-market and enterprise accounts across Australia, India, Singapore, and Malaysia
- Shortlisted 300 accounts aligned with the defined ICP and segmented by country and company size to support localised outreach
- Layered third-party intent data to identify accounts actively researching document processing and automation solutions
- Identified accounts with prior engagement including website activity and past sales conversations
- Segmented accounts into high, medium, and low intent tiers based on engagement depth and recency
Persona mapping and messaging framework
- Identified decision-makers, champions, influencers, and blockers within each target account
- Defined value propositions tailored to each intent tier and persona
- Crafted industry-specific messaging focused on retail and CPG document processing challenges and outcomes
Content and funnel strategy
Retail and CPG buyers are practical and outcome-focused. The content strategy was built around that, every asset was designed to address a specific stage of the buying journey, from building awareness around document processing inefficiencies to helping late-stage evaluators make the case internally.
- Guidebooks on how retail and CPG companies can optimise document processing using AI, aimed at early-stage accounts building awareness
- Educational assets explaining Staple’s approach to automating document-heavy workflows, designed to move mid-funnel accounts toward evaluation
- Product feature videos and case studies tailored to retail and CPG use cases, built for accounts actively comparing solutions
- Testimonial videos from similar industries to address credibility concerns at the late stage
- Industry-focused webinar topics covering automation, operational efficiency, and compliance to engage and educate across all intent levels
- Industry-specific landing pages and LinkedIn Ad banners aligned to retail and CPG use cases to support conversion from paid and outbound channels
Multi-channel 1:many orchestration
- Cold email for account outreach and structured nurture
- LinkedIn engagement and DMs for account-level visibility and interaction
- List-based LinkedIn Ads for awareness, demand creation, and demand capture
- Webinars to engage and nurture accounts within retail and CPG
- Email newsletters to maintain consistent industry presence and awareness
High-intent accounts received bottom-of-funnel messaging. Mid and low-intent accounts were nurtured through educational and problem-focused content.
Intent monitoring and escalation to 1:1 ABM
As campaigns went live, we continuously monitored account engagement across channels.
- Tracked how accounts engaged across channels
- Analysed intent progression and on-site behaviour after campaign interactions
- Moved accounts through funnel stages based on engagement depth and consistency
For accounts showing the highest intent, we escalated to a 1:1 ABM motion.
- Used an AI-based account scoring model to identify accounts most ready for sales conversations
- Applied AI-assisted research to build a detailed understanding of each prioritised account including their operational challenges, buying triggers, and key stakeholders
- Executed hyper-personalised outreach through email and LinkedIn DMs, crafted around each account’s specific context, intent signals, and engagement history
- Developed customised collaterals for Sales including account-specific one-pagers, use case briefs, and objection-handling content to support conversations and accelerate deal progression
- Coordinated calling efforts with Sales timed around intent spikes and engagement signals
- Ran personalised nurture campaigns to re-engage accounts that had slowed down and keep buying committee awareness strong throughout the cycle a scalable and repeatable demand generation GTM foundation.
The Results
Four months in, Staple had what it set out to build: a structured, repeatable pipeline motion with clear qualification standards and measurable output across both segments.
- 19 mid-market and 9 enterprise accounts converted to qualified pipeline
- $2.4M in qualified pipeline across mid-market and enterprise opportunities
- 6 to 8% overall conversion from engaged accounts to sales-qualified opportunities
- 20 to 25% reduction in sales cycles across both segments driven by clearer qualification, earlier use case alignment, and 1:1 account engagement
Starting with 300 accounts and a clear intent-led framework meant every conversation that reached Sales was already warm, qualified, and contextualised. That is what made the pipeline number real rather than just large.
