Taking APAC Marketing to the Next Level

Sumo Logic, a global pioneer in cloud-native security and observability, delivers continuous intelligence to help organisations ensure application reliability, protect against modern threats, and gain real-time insights across cloud infrastructure. As Sumo Logic prepared for IPO and subsequent global scale-out, Asia Pacific emerged as a critical region for pipeline generation, brand expansion, and enterprise market penetration.

Yet APAC’s complexity, spanning diverse languages, cultures, digital ecosystems, and levels of cloud maturity, presented significant barriers. Historically reliant on in-person events and limited geographically to Australia and India, Sumo Logic needed a cross-regional marketing engine capable of driving demand, aligning to sales, and supporting an ambitious new ABX motion across multiple operating theatres.

Sumo Logic partnered with Accelerato to redefine its APAC marketing strategy, elevate regional execution, and establish a scalable GTM model that supported pre-IPO growth, the IPO transition, and post-IPO acceleration.

Services

+ Strategy
+ Regional & Country-Level GTM
+ Campaign Design & Delivery
+ Digital & Demand Generation
+ PR
+ Translation
+ Partner Marketing

To achieve Sumo Logic’s aggressive pre-IPO and post-IPO growth goals, APAC required a comprehensive transformation of its marketing approach. The remit was to build a regionally coherent yet locally precise GTM strategy that drove:

• Brand and category awareness across APAC

• Pipeline creation aligned to enterprise targets

• Scalable, digital-first demand programs

• A unified ABX motion with shared goals across marketing and sales

• Consistent operating rhythms and cross-functional alignment

• Country-specific execution across Australia, New Zealand, India, Korea, Japan and Southeast Asia

Multiple challenges surfaced during initial discovery:

The brief was to architect a high-performing, digitally led, data-driven APAC GTM engine that aligned global vision with regional realities and delivered results fast.

1. A Region-Wide APAC GTM Strategy Built for Scale

Accelerato designed a comprehensive GTM program aligned to Sumo Logic’s growth KPIs, the IPO timeline, and country-level operating models. Working deeply with regional and global leadership, the strategy unified:

• Digital demand generation

• ABM and ABX lifecycle motions

• Regional & country-specific campaign execution

• PR and brand awareness initiatives

• Field, partner and inside-sales collaboration

• Scalable SOPs and shared reporting frameworks

This created a predictable, high-performing GTM architecture across the region.

2. Full-Funnel Digital & ABX Programs

Accelerato replaced event-centric marketing with an integrated digital-first model that included:

• Multi-channel digital campaigns across APAC

• ABM plays tailored to ideal account profiles

• End-to-end lifecycle programs (awareness → nurture → pipeline → acceleration)

• Regional buying-journey mapping to ensure relevance across each theatre

• Sales outreach sequences linked to every campaign

• Country-specific channel selection 

The result was scalable, predictable pipeline coverage across all major markets.

3. Deep Localisation & Country-Led Execution

Recognising APAC’s linguistic and cultural diversity, Accelerato led the localisation of:

• ABX program assets

• Sales plays and acceleration kits

• Website and landing pages

• Digital ads and social assets

• Nurture programs and email journeys

• Partner GTM content

• In-market PR and media narratives

Execution was tailored operationally to each country, from ANZ’s digital-forward enterprise buying journey to Japan and Korea’s relationship-driven motion.

4. PR, Media & Regional Awareness

To support both IPO visibility and ongoing brand-building, Accelerato coordinated:

• Country-specific PR (starting with ANZ, later expanded across the region)

• Media campaigns tied to Sumo Logic’s thought leadership pillars

• Analyst engagement

• Social amplification across LinkedIn, regional platforms, and partner channels

• Locally relevant storytelling that elevated Sumo Logic’s credibility in each market

The ANZ PR pilot alone significantly increased the share of voice and earned national coverage.

5. Operational Alignment & Cross-Functional Rhythm

Accelerato established structure, cadence, and shared operating models across:

• Global demand gen

• Business development

• Campaigns

• Digital

• Partner marketing

• Country sales leadership

This ensured no disconnect between HQ and region and eliminated the “lost in translation” gaps that often slow APAC execution.

Commercial Outcomes

• 187% of closed-won target achieved in Q1 FY22

• Pipeline creation consistently 45% above target for five consecutive quarters

• Regional expansion from ANZ & India to include Japan, Korea and Southeast Asia

• Substantial acceleration in enterprise pipeline tied to ABX programs

PR & Awareness Outcomes

• ANZ PR pilot delivered an 8% increase in share of voice

• 13 earned media placements including The Australian, strengthening credibility in the enterprise market

• Increased brand presence across key APAC digital and social channels

Strategic & Operational Outcomes

• A modern, digital-first GTM engine supporting pre- and post-IPO growth

• A regionally consistent yet country-tailored marketing motion

• Strong cross-functional collaboration between global and APAC teams

• Data-driven investment and funnel optimisation

• A scalable ABX lifecycle embedded between marketing and sales

• A deeply trusted partnership between Sumo Logic leadership and Accelerato

Sumo Logic APAC emerged with a high-performing, regionally scaled, digitally mature GTM engine aligned to global vision, adapted to local realities, and capable of driving growth across one of the world’s most dynamic and complex markets.