Scaling Brand Platforms Globally: Integrated Marketing and Lead Generation Strategy for Industry Events

Project Scope

Zoral, a global leader in AI-driven financial technology, engaged Cyaniq to strengthen its lead generation and marketing performance ahead of two of Asia’s most influential financial technology events: the Singapore Fintech Festival (SFF) and Money20/20 Asia in Bangkok, Thailand.

These events are premier global platforms that attract the world’s top fintech brands, investors, and decision-makers, making them critical arenas for visibility, networking, and business development. Cyaniq’s role was to ensure that Zoral’s participation translated not just into presence, but into pipeline growth, engagement quality, and measurable business outcomes.

The project scope encompassed end-to-end planning, coordination, and performance optimization, including:

1. Marketing Collateral and Asset Development:
   Designing, writing, and producing high-impact marketing materials, including booth visuals, videos, brochures, digital decks, and interactive demos, to support Zoral’s business development efforts at both events. Each asset was designed to showcase Zoral’s AI technology leadership while maintaining full alignment with the corporate brand guidelines and visual identity.
2. Brand Coherence and Experience Design:
   Ensuring all marketing touchpoints, physical, digital, and experiential, reflected Zoral’s unified brand narrative, creating consistency between pre-event, on-ground, and post-event communications.
3. On-Ground Lead Generation:
   Collaborating closely with the Zoral Business Development team to execute real-time lead generation and qualification during the events. This included visitor engagement at the exhibition booths, CRM data capture, and live communication follow-ups.
4. Event Participation Management:
   Coordinating logistics and execution for both events, including booth planning, partner coordination, organizer liaison, and content scheduling, ensuring seamless execution despite geographically distributed teams.
5. Lead Nurturing and Funnel Conversion:
   Implementing a full-funnel marketing strategy post-events, from follow-up campaigns to content-driven nurturing, designed to convert event leads into qualified sales opportunities. Cyaniq also supported the Zoral marketing team with conversion rate optimization (CRO) insights to improve deal velocity and win rates.

In essence, Cyaniq functioned as an extended marketing and growth partner, integrating design, strategy, and data-driven execution to maximize Zoral’s impact across two world-class stages.

Challenges

Executing a high-performance marketing and lead-generation campaign across two of Asia’s largest fintech events presented multiple strategic and logistical challenges.

1. Standing Out in a Crowded Space:
   The Singapore Fintech Festival and Money20/20 Asia host thousands of exhibitors, including global giants like Visa, Stripe, and Google Cloud. Differentiating Zoral, a specialized AI-led fintech solutions provider, required cut-through messaging, sharp positioning, and superior on-ground engagement design.
2. Complex Coordination Across Markets:
   Planning and executing event participation required coordination across remote teams spanning multiple time zones. Synchronizing efforts between Cyaniq’s strategy and creative teams, Zoral’s marketing and BD units, and the international event organizers demanded tight project management and clear communication channels.
3. Balancing Brand Consistency and Local Adaptation:
   Zoral’s brand identity had to remain globally consistent while adapting to the regional context of Asia’s fintech ecosystem. Cyaniq’s creative and communications approach needed to respect corporate brand standards while ensuring cultural and contextual relevance for each market.
4. Converting Event Traffic into Tangible Value:
   Event participation often generates large volumes of contacts but low conversion. Cyaniq’s challenge was to design a structured funnel management system, capturing, qualifying, nurturing, and converting leads efficiently, to deliver measurable ROI and validate marketing spend.
5. Technical Setup and On-Ground Execution:
   Setting up exhibition booths, ensuring technology readiness (demo environments, displays, network stability), and handling on-site logistics in two different countries required precise advance planning and contingency management.

The combination of these challenges required Cyaniq to bring together strategy, operations, and execution excellence into a cohesive, high-performance campaign that could deliver results in real time.

Solution

Cyaniq approached the engagement with a structured, multi-phase methodology designed to maximize return on investment and long-term business outcomes.

1. Pre-Event Strategy and Preparation

The planning phase focused on clarity of purpose, identifying what success would look like, who Zoral needed to reach, and how to position its AI-led fintech solutions in a crowded marketplace.

Audience Mapping: Cyaniq worked with Zoral to identify and segment key target audiences, including banks, fintechs, and venture investors, and tailor the engagement materials accordingly.

Value Proposition Design: The messaging centered on AI-native digital banking transformation, emphasizing Zoral’s differentiators: speed, scalability, and flexibility.

Marketing Asset Production: A suite of branded materials, including interactive product demos, brochures, motion videos, and social media creatives, was developed for both events. Each piece reinforced Zoral’s innovation story while conforming to global visual standards.

Lead Funnel Setup: Cyaniq integrated CRM and marketing automation tools to track leads from first contact to deal closure, enabling real-time performance analytics during the events.

2. On-Ground Execution and Lead Generation

At both the Singapore Fintech Festival and Money20/20 Asia, Cyaniq provided on-ground marketing support, working alongside Zoral’s business development team to ensure maximum engagement and efficiency.

Booth Design and Engagement Experience: The booth layout was designed to encourage interaction, with digital product walk-throughs, touchscreens, and visual storytelling panels.

Live Pitch Enablement: Cyaniq equipped the Zoral team with pitch decks, conversation frameworks, and real-time data capture tools, ensuring every interaction was recorded and qualified.

Event PR and Visibility: Cyaniq managed event-day social coverage, ensuring Zoral’s participation was visible across LinkedIn, Twitter, and relevant fintech media platforms, amplifying awareness beyond the physical venue.

3. Post-Event Funnel Optimization

Once the events concluded, Cyaniq activated a lead nurturing and conversion program:

• Follow-Up Campaigns: Personalized follow-up emails and targeted content sequences were deployed to sustain engagement.
• Conversion Rate Optimization: Funnel analytics were used to identify high-value prospects and accelerate deal progression.
• Reporting and Analytics: Cyaniq delivered detailed reports outlining performance metrics, engagement insights, and projected revenue impact, ensuring transparency and learnings for future event strategies.

This structured, full-funnel approach transformed Zoral’s event participation from a marketing activity into a measurable business growth initiative.

Outcomes & Impact

Cyaniq’s integrated strategy delivered both immediate and long-term value for Zoral’s business development and brand visibility objectives.

1. High-Quality Lead Generation:
   The combined events yielded over 200 qualified leads, many of which originated from high-value enterprise and banking institutions.
2. Robust Pipeline Creation:
   The cumulative sales pipeline value exceeded USD 50 million, with several opportunities advancing to advanced negotiation stages within weeks of the events.
3. Brand Visibility and Awareness:
   The estimated brand traction value from visibility, engagement, and media coverage was over USD 500,000, achieved from an event investment of USD 150,000 — a 3.3x ROI in earned marketing value.
4. Consistent Brand Experience:
   Across two distinct events and markets, Zoral maintained a coherent brand identity and message, reinforcing its positioning as a credible, innovation-driven fintech enabler.
5. Operational Excellence:
   Both events were executed without logistical disruptions, and Zoral’s participation was recognized among the most engaging and professionally managed exhibition presences within the fintech ecosystem.
6. Long-Term Strategic Value:
   The campaign outcomes extended beyond the events, with the post-event funnel continuing to deliver new partnership discussions and collaborations across Asia-Pacific.

Through the combination of strategy, execution, and performance measurement, Cyaniq helped Zoral convert participation into performance, turning visibility into pipeline and presence into measurable growth.

Key Learnings

1. Full-Funnel Thinking Delivers Measurable ROI:
   Event participation must be integrated into the sales funnel, from awareness to conversion, to transform marketing expenditure into tangible value.
2. Consistency is the Foundation of Credibility:
   Across global markets, maintaining unified brand language and design coherence is essential to build long-term trust and recognition.
3. Preparation Defines Performance:
   Success at large-scale industry events depends on months of coordinated planning, from asset readiness to lead system setup, not just event-day execution.
4. Collaboration Multiplies Impact:
   Close collaboration between marketing consultants and business development teams ensures synergy, speed, and conversion alignment.
5. Events Are Growth Engines When Treated as Ecosystems:
   Trade shows are no longer just networking platforms; they are ecosystems of content, engagement, and analytics, capable of driving significant business outcomes when managed strategically.