Around 40% of APAC marketing leaders focus on Singapore for ABM strategies

42.5% plan to increase their ABM spending in 2024.

Four in ten (40.3%) marketing leaders across the Asia Pacific indicated their Account-Based Marketing (ABM) efforts target Singapore as a key market, according to xGrowth.

Most marketing leaders (79%) said they target Australia, likely due to xGrowth’s headquarters being there. This is followed by New Zealand (36.2%), India (28.2%), Malaysia (18.5%), and Japan (17.7%).

In addition, 42.5% of APAC marketing leaders said they plan to increase their ABM spending in 2024, highlighting confidence in its ROI even amidst economic uncertainty.

About seven in ten APAC marketers believed generative AI simplifies their work, with 67% expecting significant growth in its adoption within the next two years.

The report also noted the "Scale ABM" approach, which targets one-to-few accounts, is the most popular among marketers as it balances personalisation with scalability for effective targeting.

Meanwhile, they cited time-consuming processes, technology limitations, and budget constraints as the greatest challenges in implementing an ABM strategy.

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