Table of contents
THE 2025 OUTLOOK
Unlock the State of Account-Based Marketing in APAC
Get your copy of the ABM report today to discover how APAC's top B2B growth teams are revolutionising their approach to ABM.
This report is your essential guide to understanding how the region’s marketing leaders are navigating Account-Based Marketing in an AI-powered, post-downturn landscape.
This year over 120 CMOs, VPs, and Marketing Leaders participated in our survey alongside our expert panel to discuss ABM insights, strategies, and predictions for the future.
The verdict is clear, APAC is doubling down on ABM.
Featuring actionable insights from ABM experts across APAC.
Informed by 120+ APAC B2B marketing decision-makers at leading global enterprises
OVERVIEW
What you will uncover in the report
The Resilience of ABM During Economic Uncertainty
Examine how ABM weathers economic uncertainty, and how ABM can clearly show marketing ROI. Get insights into ABM's performance and the investment outlook in APAC for 2025.
The Primary Goals Behind Implementing ABM
Grasp the core reasons for embracing ABM in APAC. Two major factors emerge: a shift in measuring marketing ROI and aligning with the sales team.
The Tech Challenges and Solutions for ABM for APAC
North American and European tech platforms often lack comprehensive data sets for APAC, posing challenges for ABM practitioners. In response, we've identified the top tech products and solutions for ABM in the region.
The Preferred ABM Styles in APAC
The diversity of the APAC market directly affects ABM strategies and styles. Determine which methods most resonate with regional marketers, and how it’s looking to shift in 2025.
How to Address ABM's Regional Challenges
Both veteran and new ABM practitioners face shared challenges in APAC. Discover these hurdles and receive guidance on navigating them in such a fragmented and diverse region.
The AI-Powered ABM Revolution
Generative AI is reshaping business, and marketing is at the forefront. Uncover how AI is impacting ABM, how leading marketers are adapting, achieving cost reductions and their concerns regarding the technology.
Including key insights from top ABM experts
Luca Destefanis
Vice President of Marketing, Campaigns & Digital
Lubaina Rangwala
Program Manager, GTM Operations
Shahin Hoda
Managing Director
Cath Brands
Chief Marketing & Innovation Officer
Firms transforming their marketing decisions with our research
ABOUT THIS REPORT
The State of Account-Based Marketing in APAC Report continues on from where the previous editions left off.
Our comprehensive study now brings insights from over 120 seasoned APAC marketing practitioners to uncover ABM usage, motivations, benefits and pain points, offering a richer and broader understanding of ABM in the region.
Together with a panel of ABM experts, we’ve provided actionable insight, optimisation techniques and solutions to the key issues identified in the survey.
The State of Account-Based Marketing in APAC Report is an invaluable guide for B2B marketers seeking to harness the power of ABM – no matter where you are on your ABM journey.
The study was conducted by research & editorial agency, Media Collateral alongside xGrowth.
Account-Based Marketing (ABM) is a B2B go-to-market strategy for SMBs and enterprise level firms that aligns the marketing and sales teams on a set number of strategically defined key accounts. It used personalised campaigns designed to engage with each account based on what is strategically relevant and of interest to them.
