Client
An industrial equipment supplier specializing in woodworking machinery and MRO services for furniture and panel manufacturers across Asia.
Challenge
The client was entering Vietnam and lacked a reliable view of the local furniture manufacturing ecosystem. Internal lists mixed different industries, with fewer than 20% of accounts actually involved in furniture production or supply, and very few contacts in plant or operations leadership.
Objectives
- Build a net-new list of active furniture manufacturers and suppliers in Vietnam using a precise industry classification.
- Identify production and operations decision-makers: production managers, operations managers, directors, owners, and general managers.
- Deliver a market-ready dataset for outbound campaigns within a few weeks.
Solution
- Used the relevant manufacturing code for furniture to identify several hundred Vietnamese companies aligned to wood-working, furniture fabrication, and supply.
- Filtered out unrelated manufacturers (e.g., plastics, metals) to maintain a focused list.
- Researched and appended contact-level data targeting plant and factory leadership roles.
- Captured key fields including contact name, job title, company name, and location (city and province).
Execution Highlights
- Built a universe of ~420 relevant companies within the targeted ISIC code and sub-verticals.
- Identified and enriched over 900 decision-makers and influencers, averaging 2–3 qualified contacts per company.
- Ensured that >95% of contacts had both a clear job title and mapped company location to support territory design.
Results
- The client launched its first targeted campaign into Vietnam with a clean database of ~400+ ideal-profile manufacturers and suppliers.
- Early outreach cycles generated meetings at approximately 6–8% of targeted accounts, significantly outperforming previous, non-targeted lists.
- The client’s regional team used the dataset to prioritize 50 high-potential Tier 1 & Tier 2 manufacturers for in-person visits and distributor alignment.
Impact
A precise, operations-focused dataset helped the client accelerate market entry and concentrate resources on the most relevant furniture manufacturers rather than spending months cleaning and building lists in-house.
