Localisation Case Study:
Global Field Marketing Case Study: 40+ Events and $1M+ in Net New ARR for a Leading Localisation Platform
WHAT WE ACHIEVED
$1M+ in net new ARR influenced through field marketing
443 marketing qualified leads across 11 events in one quarter
40+ global field events delivered
$1M+ annual ABM budget managed across acquisition, retention and expansion
Four global sponsors secured for the flagship user conference
65% in-person attendance at the annual user event
Seven enterprise logos engaged through the Customer Advisory Board
13 MQLs generated from a strategic partner roundtable
WHAT WE DID
Arlo Growth was engaged to build and scale the global field marketing function for Unbabel, a leading AI-powered localization platform.
The objective was to create a repeatable event and account-based marketing strategy that would generate qualified pipeline, strengthen partner relationships and support the full customer lifecycle from acquisition through retention and expansion.
We designed and executed a comprehensive programme spanning field events, partner marketing, ABM, direct mail and customer advocacy.
The strategy included:
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Annual field event strategy covering 40+ global events
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Account-based marketing programme with a $1M+ annual budget
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Partner and channel marketing initiatives
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Customer Advisory Board programme ownership
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Direct mail and gifting campaigns
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ROI dashboards and sales-marketing reporting
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Team mentoring and operational process improvement
“Charlotte delivered exceptional results, building our annual field event strategy from the ground up and generating measurable commercial impact. In one quarter alone, her programmes generated 443 leads across 11 events, while strengthening relationships with key enterprise partners and improving alignment between sales and marketing.
Charlotte introduced dashboards and reporting that gave us much clearer visibility into event ROI and helped us make better investment decisions. Her execution was consistently strong, from large trade shows to strategic partner events, and she played an important role in mentoring team members and improving our overall marketing operations.
Charlotte’s commercial focus, attention to detail and ability to turn events into a genuine source of pipeline made her a highly valued member of the team.”
Phillip Brougham
Senior Marketing Director, Unbabel
Global Field and Event Marketing
We built Unbabel’s field event strategy from the ground up, creating a scalable framework to evaluate, plan and execute high-performing events around the world.
Over the course of the programme, we delivered more than 40 global events, including trade shows, executive dinners, roundtables and customer conferences, all tied to clear commercial objectives and ROI tracking.
Flagship User Conference
We led the planning and execution of Unbabel’s annual customer conference, a cornerstone event for customer engagement and brand visibility.
Key achievements included securing four global sponsors, improving speaker diversity to a 60/40 female-to-male ratio, and achieving 65% in-person attendance.
Account-Based Marketing and Direct Mail
We supported a $1M+ annual ABM programme covering the full customer lifecycle, from top-of-funnel acquisition to bottom-of-funnel retention and expansion.
This included sourcing and managing direct mail platforms such as Sendoso and Reachdesk, with one campaign generating more than 15 additional qualified leads.
Partner and Channel Marketing
Working with strategic ecosystem partners, we developed executive roundtables and co-marketing initiatives that strengthened relationships and generated measurable pipeline.
One partner-led roundtable alone produced 13 sales qualified leads and helped secure preferred partner status for the following year.
Customer Advisory Board
We took ownership of the Customer Advisory Board programme, including customer surveys, case study development and review strategies.
The programme engaged seven enterprise customers and created opportunities for upsell, advocacy and stronger product-market alignment.
Operational Excellence and ROI Visibility
To improve decision-making, we introduced event dashboards and regular sales and marketing updates that provided much clearer visibility into performance and return on investment.
These reporting tools strengthened cross-functional alignment and ensured marketing investment was consistently linked to pipeline and revenue outcomes.
Building a Scalable Growth Engine
This engagement transformed field marketing into a measurable and predictable source of pipeline.
By combining events, ABM, partner marketing and customer advocacy, Arlo Growth helped Unbabel generate over $1M in new ARR while building a global framework for sustainable growth.
If you are looking to scale field marketing, strengthen partner relationships and turn events into a strategic revenue channel, Arlo Growth can help.