See the results: https://xgrowth.com.au/abm-report/
ABM is evolving fast in APAC, and xGrowth has the data to prove it. In this episode, Shahin Hoda and Alexander Hipwell unpack the findings from xGrowth's latest ABM Pulse benchmark, based on responses from 93 B2B marketers actively running ABM programs across the region.
From a dramatic shift away from one-to-few programs to AI quietly expanding the scale of what a single budget can cover, this episode cuts through the noise and tells you exactly what is actually happening with ABM in 2025. If you are making investment decisions or defending the ABM line item to your CFO, this one is for you.
Key Topics
- Why one-to-few ABM dropped from 72% adoption in 2024 to around 38% in 2025, and what that signals about market maturity in APAC
- How strategic (one-to-one) ABM has held steady at around 50% as organisations focus on protecting and expanding existing customer relationships
- The AI effect on program scale: why nearly a third of respondents are now running programs targeting 100 or more accounts on the same budgets they used for far fewer
- ABM investment sentiment in 2025: 57% of respondents are holding or growing their ABM budgets, with only 5.2% cutting
- Why inbound is under pressure from zero-click search and LLM-driven traffic drops, and how this is pushing more organisations toward ABM as a primary pipeline channel
- Budget planning paralysis: why a significant portion of APAC marketing leaders still had not confirmed their 2026 budgets well into Q1, and what that says about market uncertainty
- How to use benchmark data like this as social proof when making the case for ABM investment to a CFO or board
Resources & Links
Contact & Credits
Hosts: Shahin Hoda and Alexander Hipwell
Produced by: Shahin Hoda and Alexander Hipwell
Edited by: Alexander Hipwell
Music by: Breakmaster Cylinder
APAC's B2B Growth Podcast is Presented by xGrowth
