Melbourne, Australia – With the recent cases of economic downturn, a state of account-based marketing report from advertising agency xGrowth demonstrated how market leaders across the APAC region bring modern B2B marketing approaches into service, leveraging account-based marketing.
Key insights from the survey indicated that the evolving landscape of B2B and its increasing mainstream adoption have resulted in significant market and technological shifts. At the same time, this also offered essential information and effective strategies to adopt in relation to ABM.
In particular, it was noted that 65% of marketing leaders observed that ABM remained a top priority for their marketing spend regardless of the difficult economic circumstances.
72% of them, on the other hand, plan to either increase or maintain their current ABM spending. The majority (55%) also said that generative AI is either currently impacting their marketing decisions or will influence them in the future.
Following this report, Shahin Hoda, Managing Director at xGrowth, commented, “The State of ABM in APAC’ report provides crucial understanding and actionable strategies for ABM practitioners. With the economic downturn emphasising the need for targeted and cost-effective marketing approaches, ABM stands out as a vital tool for marketers.”
Although there was some uncertainty about its exact implications, marketing executives are generally positive about the top two net potential impacts of generative AI.
“The advance of generative AI technology opens new avenues for ABM, enhancing its effectiveness and allowing marketers to leverage emerging technologies. This is pivotal as the interaction between humans and machines continues to evolve, offering exciting prospects for the future of marketing,” he concluded.
The said report was derived from the collated insights of top B2B decision-makers at companies such as ServiceNow, Boomi, Google, and Warner Bros. Discovery and SAP.
