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CUSTOMER STORY · AIRPORT SECURITY
An Airport Security Equipment Maker’s
Online Lead Gen Breakthrough Overseas
Targeting overseas metro, airport and building projects, it focuses on high-value B2B buyers such as project integrators. Combining Google and overseas social media, it built ongoing reach and lead capture for long-cycle project sales.
Client Background
Connecting with Overseas Project Buyers Through Digital Touchpoints
The customer specializes in turnstiles, security equipment and smart terminals for buildings, metros and airports. Its overseas business centers on project integrators, with long sales cycles and complex decision chains. Building on its existing website, the company wanted to use ads and social media to establish steady overseas traffic and buyer connections.
PHASED RESULTS
First Month After Launch: A Measurable Foundation for Overseas Lead Gen
Quickly built an industry audience on a small follower budget
Steady overseas project inquiries
Interim cost control level
Overseas social media and content channels officially launched
Started ad testing and overseas traffic acquisition
From “having a website” to a closed-loop overseas digital marketing system with “steady traffic and trackable leads”
The above is interim data from the first month after launch. Project-based B2B deals depend on many factors such as project budgets, tender progress, technical solutions, certifications and commercial terms, and leads are not the same as orders.
PROJECT PATH
From Understanding Channels to Live Lead Gen, a Clear Playbook for Project-Based Exports
First clarify the value of each channel for project-based B2B, then build a sustainable traffic and lead system around target buyers.Strategy Alignment
Understand Channels Before Choosing a PlaybookWeighing the different strengths of Google and overseas social media, the team clarified social media’s value in professional trust, ongoing reach and project influence, shaping an online global strategy centered on project integrators.
Plan Confirmation
Aligning Budget and ServicesThrough several rounds of proposal and contract discussions, a clear collaboration mechanism was set up across systems, content, ads and operations to match the pace of the two-person export team.
Channels Live
Adding Social Touchpoints to the WebsiteBuilding on the existing overseas website, Facebook and other social content channels were launched, gradually building trust with product use cases, project capabilities and industry content.
Ad Testing
Data-Driven Lead CaptureAds started after project launch, with a rhythm of testing, optimization and lead collection around overseas buyers, producing trackable interim data.
NEXT STEP
WhatsApp API + AI to Capture Long-Cycle Project Opportunities
Reliable Reach to Overseas Leads
The WhatsApp API handles captured leads, reducing the reach uncertainty caused by personal account limits and building more stable connections with overseas customers.
AI Training and Smart Responses
AI is trained on product knowledge, project scenarios and FAQs to improve the efficiency of customer reception, information capture and basic Q&A.
Ongoing Influence on Project Decisions
Given the long sales cycles of projects, ads, content, WhatsApp and social media keep the company in front of overseas buyers, gradually building professional trust.
Replicate What Works
With interim results recognized, the team keeps optimizing the path from leads to project opportunities and reuses the proven playbook in more overseas markets.
CASE INSIGHT
For Project-Based B2B Going Global, It’s Not About One Touch but About Staying Visible
For long-cycle projects like airport, metro and building security, the value of digital marketing goes beyond collecting forms. Professional content, social media operations, ads and smart communication tools keep influencing project integrators’ choices and decisions.
Going Global from China · Choose Singoo
Connect Your Project-Based Products
with More Overseas Partners
Get overseas lead generation and project nurturing solutions for airport, metro, building security and smart terminal companies.
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