Global reach, local approach

MoEngage had to develop a tailored marketing strategy for each of its international markets in order to drive new customer acquisition and business growth.

For example, it is more established in markets like South East Asia, so the focus is on driving sustainable growth by strengthening local footprint and taking a longer-term approach to nurturing and converting key accounts. Meanwhile, in newer markets like North America and Europe, the company is faced with keen competition from existing industry players and comparatively lower brand awareness. The marketing strategy is trained on quick wins to gain a foothold in the market.

MoEngage leverages LinkedIn’s data signals and targeting capabilities to navigate the complexity of sustainable international expansion. Having localised its product positioning, distribution approach, and marketing content for each international market, it brings this onto LinkedIn, using account-based marketing strategies to run highly localised campaigns targeted at specific sets of accounts.   

Depending on the market, this may take the form of top-funnel brand awareness and engagement campaigns for long-term nurture or bottom-funnel conversion-focused outreach for short-term results. The company also embraces a test-and-learn mindset, using LinkedIn signals like account engagement and demographic insights to deepen their market and audience understanding.