A new report from xGrowth reveals that nearly 40% of marketing leaders in the Asia Pacific region are prioritizing Singapore for their Account-Based Marketing (ABM) strategies. While Australia remains the dominant focus, Singapore's growing importance reflects the region's increasing adoption of ABM.
SINGAPORE: As Account-Based Marketing ( ABM ) continues to rise in popularity across the Asia Pacific (APAC) region, a new report from xGrowth reveals that nearly four in ten marketing leaders are prioritizing Singapore as a crucial market for their ABM efforts. ABM is defined as a strategic approach to business marketing that focuses resources on a selected group of target accounts within a market.
It utilizes tailored campaigns to engage each account, with marketing messages crafted to address unique characteristics and needs. While Singapore emerges as a key target, the report also reveals that Australia remains the region’s dominant focus for ABM strategies. A substantial 79% of marketing leaders said they are targeting Australia, likely due to the presence of xGrowth’s headquarters there. Following Australia, New Zealand also holds a prominent position, with 36.2% of marketers targeting the country, closely followed by India at 28.2%. Other notable markets include Malaysia (18.5%) and Japan (17.7%), with each of these countries reflecting varying levels of emphasis on ABM based on local market dynamics. In a sign of growing confidence in ABM’s effectiveness, 42.5% of APAC marketing leaders have stated that they plan to increase their ABM budgets in 2024. This increase in investment comes despite ongoing global economic uncertainties, reinforcing the belief among marketers that ABM provides a high return on investment (ROI) by offering highly targeted, personalized outreach that resonates with key accounts. No more CMCO, please: Retailers want government to use a more targeted approach to curb spread of Covid-19 as economy stuttersWith AI expected to evolve rapidly, 67% of respondents predict its adoption will grow significantly over the next two years. This adoption is expected to enhance the precision and personalization of ABM efforts, automating aspects of campaign creation and content generatio
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