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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A lot of the companies we partner with started as readers. They'd been following our coverage for a while, saw their own customers and competitors in it, and eventually asked the obvious question: could we do something with you? The answer is usually yes. The shape of it depends on what you're trying to do.

The options are broader than most people assume — thought leadership articles, sponsored content, industry summits across Southeast Asia, regional awards programmes, podcasts, and media placements in print and digital. Some partners use one channel; most use a mix. We figure out the right combination by starting with your brief, not with our rate card.

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240,000 senior readers quarterly in print Top 1,700 Singapore companies reached

7 markets across Southeast Asia