AI Automation Engineering
Customer Experience
Marketing Ops
RevOps
SalesOps
Outbound GTM Pods
Healthcare
Logistics
Financial Services
Enterprise Software
Manufacturing
AI & Technology
Private Equity
Professional Services
InsurTech
PropTech
Supply Chain & LogisticsDigitalOcean
How Phi built DigitalOcean's SMB outbound motion across APAC.
Cloud infrastructureThe outcome
The challenge
Developer brand, startup opportunity.
DigitalOcean was widely known as a developer-first cloud platform, but that strong brand came with limitations. To grow revenue from new markets, especially the underserved SMB cloud-infrastructure space, it needed a motion its developer messaging couldn't deliver.
01
Developer-first limitations
A strong developer brand that didn't translate to startup buyers.
02
Seen as a tool, not a platform
SMB founders and early-stage startups often saw DO as a tool, not a growth platform.
03
Untapped SMB opportunity
Real demand in the underserved SMB cloud-infra segment, left on the table.
04
No outbound motion
No targeted outbound existed, and developer messaging didn't resonate with startup buyers.
What Phi built
Rebuild outbound from the ground up.
Phi partnered with DigitalOcean to design and execute a complete outbound GTM strategy aimed at SMBs and early-stage startups. We didn't just create a plan. We deployed full-time operators and drove execution daily.
01
Roles deployed
Full-time Lead Gen Specialists, Partnership Specialists and RevOps operators.
02
Embedded team
An outbound GTM team embedded directly in DigitalOcean's commercial operations.
Execution
Key initiatives.
01
Segment-specific ICP frameworks
Differentiated outreach across solo devs, SaaS startups and digital agencies.
02
Repositioned messaging
Moved from "developer tool" to "startup-ready cloud partner."
03
Tested outbound sequences
Cold email + call sequences with copy built for startup-founder pain points.
04
CRM workflows & dashboards
Implemented CRM workflows, dashboards, TAM maps and performance metrics.
Results
The results.
01
Pipeline velocity up
Increased across key startup segments.
02
CAC down
Dropped significantly through precise outbound targeting.
03
Response rates surged
Cold email + call response rates jumped after the messaging overhaul.
04
Higher win rates
More booked meetings, better SQL conversion and higher SMB win rates.
“Phi helped us speak the language of startups. Their outbound team delivered pipeline that actually converted, and fast.”
More proof
The same machine, other markets.
The same machine, pointed at your number.
How Phi helped DigitalOcean break into the SMB market with a new outbound GTM motion: 33% YoY growth at 37% lower CAC across APAC.