Taking Sumo Logic APAC Marketing To The Next Level.

Sumo Logic is a cloud-native SaaS analytics company focused on making the world’s apps reliable and secure. The Sumo Logic Continuous Intelligence Platform™ helps practitioners and developers ensure application reliability, secure and protect against modern security threats, and gain insights into their cloud infrastructures.

Sumo Logic had aggressive growth goals for the Asia Pacific region, and required an experienced expert to guide their marketing strategy in this complex market.

SERVICES

APAC Go to Market Strategy
PR
Campaign Strategy & Execution
Partner Marketing
Translation

DELIVERABLES

APAC Marketing Strategy and Implementation FY2019 - FY2022

Pre-IPO, Sumo Logic needed to move away from event-driven lead generation to an integrated marketing strategy in tune with the company’s pipeline and revenue expectations in APAC. Post-IPO, Sumo Logic was focused on continued strong growth, while scaling its marketing program to drive awareness and capture demand. Sumo Logic also embarked on a new account-based marketing and sales motion (ABX) to drive pipeline and expand use cases with existing customers.

Success hinged on an intimate knowledge of each country’s platforms, buyer’s journey, relevant messaging and localization requirements.

Spanning a period of two and a half years, Mountainview Creative led Sumo Logic’s APAC strategy through three key inflection points:

1. Strategically expanding into APAC

2. Going public

3. Scaling post-IPO

Mountainview Creative created a marketing strategy based on Sumo Logic’s key KPIs and growth goals, and aligned seamlessly to each country’s unique operating model to take that strategy into execution across Australia, New Zealand, India, Korea and Japan.  

The strategy included an at-scale ABM-driven approach to the entire marketing lifecycle — from top-of-funnel brand building and account-driven pipeline creation, to pipeline acceleration and closing tactics. Mountainview Creative focused on using data to drive investments and improve conversion rates. 

Mountainview Creative helped Sumo Logic achieve 187% of closed/won pipeline target in Q1’22, and consistently hit 45% over pipeline target for 5 consecutive quarters.

Under Audrey’s leadership, Sumo Logic’s lead generation capability expanded beyond ANZ & India to include Japan, Korea, and South East Asia. The ANZ PR Pilot netted an 8% increase in Sumo Logic’s share of voice with 13 earned media pieces — including coverage in The Australian, one of Australia's leading national newspapers — over a three-month period.

In addition to these outstanding metrics, Mountainview Creative achieved close collaboration with Sumo Logic’s corporate services teams, including their global partner, digital, campaign and business development teams. This ensured that there are no “lost in translation” moments, and global sales plays connect with impact through tailored regional campaigns.