Case Overview
Singoo serves a machinery exporter whose main products are lawn mowers, golf carts and mini excavators. In 2025 the company began systematically expanding into overseas social media marketing, gradually building regular operations and a customer follow-up process, and reached 600—700 leads a month from overseas social media. In July 2026 it launched Singoo’s AI Sales Agent, DeepSales, for multilingual customer reception, needs identification and human-AI collaboration. According to the company, its lead reply rate rose to 5 times the previous level.
- Industry
- Machinery & outdoor equipment export
- Main Products
- Lawn Mowers, Golf Carts & Mini Excavators
- Core Business Needs
- Expand overseas customer sources, respond to inquiries faster and ease the repetitive workload on the export team
- Singoo Services
- Overseas social media marketing, content operations, customer handoff optimisation and deployment of the DeepSales AI Sales Agent
Monthly Social Media Leads
600—700Leads
Systematic overseas social media marketing since 2025
Lead Reply Rate
5×
5 times the previous level after adopting the AI Sales Agent (company feedback)
Team Size
30people
Grown from a team of 3
2025 Annual Sales
~40million RMB
Up from just over RMB 1 million
Note: the company’s growth is driven by many factors, including products, channels and the team, and should not be attributed entirely to Singoo’s services.
Client Background
From Traditional Export Lead Generation to Multi-Channel Overseas Marketing
The company started exporting machinery in the second half of 2023, mainly selling lawn mowers, golf carts, mini excavators and similar products.
In its early days the company relied mainly on B2B platforms to find customers. As its overseas business grew, a single channel could no longer sustain growth.
In 2024 the company started trying Google Ads. It did win some purchase inquiries, but 30 to 40 leads a month was not enough to support further expansion.
The company needed to reach customers through more channels while improving how it received and followed up with overseas buyers.
- H2 2023Started machinery export businessRelied mainly on B2B platforms to find customers in the early days
- 2024Tried Google AdsWon some purchase inquiries, around 30 to 40 leads a month
- NextReach customers through more channelswhile improving reception and follow-up of overseas buyers
Challenges
Once Overseas Inquiries Grow, How Can Sales Follow-Up Keep Up?
Limited lead growth from traditional channels
Beyond B2B platforms and search ads, the company wanted new sources of overseas customers to keep reaching buyers with potential purchasing needs.
Hard to reply in time across time zones
Overseas customers often reach out during China’s night hours, so manual reception leads to waiting and breaks the flow of communication.
Overseas customers reach out during China’s night hours
More inquiries, limited sales bandwidth
As inquiries increase, sales reps must handle a flood of repetitive questions about product specs, order quantities and lead times, leaving less time for key opportunities.
Repetitive questions take up sales reps’ time
Solution
From Overseas Social Media Leads to AI Sales Handling
- Step 1Mid-2025
Expanding overseas social media lead channels
In mid-2025 the company began building a systematic overseas social media presence.
The Singoo team helped refine content direction, social media operations and the customer handoff process, continuously optimising the promotion strategy around the company’s machinery products and overseas buyers’ needs.
Through overseas social media, the company moved from waiting for customers to search for it to reaching a much wider pool of potential overseas buyers.
Content DirectionSocial Media OperationsCustomer Handoff - Step 2
Building a sustainable lead follow-up process
As social media leads grew, the company adjusted how its sales team handled them, strengthening inquiry reception and ongoing follow-up.
The focus shifted from simply getting more leads to identifying customer needs, confirming purchase intent and moving opportunities toward deals.
Inquiry ReceptionOngoing Follow-upNeeds DetectionOpportunity Conversion - Step 32026
Adopting the DeepSales AI Sales Agent
In 2026 the company officially launched its AI Sales Agent project.
Using the company’s product materials, FAQs and sales scripts, the Singoo team built the knowledge base, configured business workflows and ran tests. Since going live, DeepSales has helped the company handle more overseas inquiries with 24/7 multilingual customer reception, basic product Q&A, purchase requirement collection and human-AI collaboration.
24/7 Multilingual ReceptionBasic Product Q&ARequirement CollectionHuman-AI Collaboration
Results
Overseas Lead Generation and Sales Reception Upgraded Together
Overseas social media becomes a key customer source
Monthly leads across all social media platforms exceeded 600, further broadening the company’s overseas lead channels.
AI joins inquiry reception
According to the company, after adopting the AI Sales Agent its lead reply rate reached 5 times the previous level.
Sales team shifts toward high-value work
With AI helping handle basic product inquiries and information gathering, sales reps can spend more time on key accounts, complex business discussions and distributor partnerships.
AI Handles
- Basic product inquiries
- Information We Collect
Sales Reps Focus On
- Key account follow-up
- Complex business discussions
- Dealer Partnerships
The company is still refining how AI and human sales reps work together.
Key Takeaways
What Can Machinery Companies Going Global Learn from This?
This case shows that a manufacturer’s overseas growth cannot rely on a single channel.
Companies need to build, step by step and in line with their stage of growth, a complete business chain covering overseas customer outreach, lead handling, needs identification and sales follow-up.
For machinery manufacturers, the questions that matter most are:
- Customer Outreach
Can you keep reaching overseas buyers and distributors that match your products?
- Lead Handling
Can you respond promptly to inquiries from different time zones?
- Needs Identification
Can you capture key requirements such as equipment model, order quantity and application?
- Sales Follow-Up
Can you turn a high volume of inquiries into real opportunities worth pursuing?
FAQ
FAQ
How can machinery companies find overseas customers?
They can combine B2B platforms, Google search ads, overseas social media and industry trade shows. The right channels depend on the equipment type, target countries, buyer profile and budget.
How can mini excavator companies find overseas distributors?
First define your target countries and distributor types, reach potential partners through product showcases, overseas search and social media, then confirm their purchasing needs, sales territory, channel strength and interest in partnering.
Is an AI Sales Agent a good fit for machinery exporters?
For companies with many product inquiries, overseas customers spread across time zones and an ongoing need to screen purchase requirements, AI can help with basic Q&A, requirement collection, initial lead screening and follow-up reminders.
Complex technical confirmation, price negotiation and distributor partnerships still need human sales reps.
How can you improve conversion of inquiries from overseas social media?
Keep refining target customer positioning, response speed, requirement collection and the human sales follow-up process. Don’t just count leads; also track metrics such as qualified lead rate and opportunity conversion rate.
Get a Global Growth Plan for Your Machinery Business
Are you also facing slow growth in overseas inquiries, difficulty finding distributors or inefficient reception of customers across time zones?
Singoo combines overseas social media marketing, AI brand websites, AI Smart Advertising and the DeepSales AI Sales Agent to help manufacturers build a more complete chain from overseas lead generation to sales conversion.
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