Two-thirds (68%) of APAC marketers lack an effective process for identifying buying groups, a significant hurdle in their marketing efforts.

That’s the top-line finding of a new “2025 State of B2B Pipeline Growth” report by Pipeline360, which aims to shed light on the challenges faced by B2B marketers in the Asia-Pacific (APAC) region. It’s based on a survey of 534 B2B marketing professionals across the United States, United Kingdom, Europe, and APAC in February 2025.

The report reveals only 36% of APAC marketers are confident in their ability to reach target audiences. This figure is notably lower compared to 46% in the US and 47% in the UK and Europe. APAC marketers predominantly rely on internal sources such as CRM data, with 62% using this method, and sales team insights, utilised by 44%, to identify potential buyers. However, 60% of marketers in the region believe that better customer insights would enhance their ability to reach audiences effectively.

Improving audience segmentation strategies is seen as a key priority by 52% of APAC marketers. Additionally, 57% identify content personalisation as a promising tactic, a sentiment shared by 56% of marketers in the UK and Europe, and 47% in the US.

“Our journeys are not linear. The inbound model that once drove results for marketers – ebook, form fill, SDR outreach – has become an outdated model in today’s buyer-driven world,” Maryel Roman, Head of Digital Demand at Adobe APAC, said.

Joseph McCarthy, Senior Account Director at Pipeline360, noted APAC is known for its massive buyer diversity, meaning its marketers face a unique set of challenges: “Differing cultural norms, varying levels of technology adoption and a vast array of languages create a complex market requiring a nuanced approach.”

McCarthy further elaborated on the importance of leveraging various tools and data sources, stating, “Where companies lack rich internal data and are not taking advantage of tools to complement CRM and sales insights, they may struggle to understand and therefore connect with their customer. Marketers should consider leveraging all possible options to identify buying groups, be that manual research, outside data enrichment platforms, or ABX and ABM tools.”

The report also suggests investing in audience engagement and technology integration is crucial for businesses aiming to adapt to diverse audiences and economic conditions, said Matt Hummel, Vice President of Marketing at Pipeline360.

The potential role of artificial intelligence (AI) in enhancing marketing strategies is also highlighted in the report. According to the findings, 39% of APAC marketers believe AI will assist with content personalisation and audience segmentation.

“There are clear opportunities for marketers to use AI to identify their highest-value audience segments, enabling them to develop more tailored engagement plans. At the same time, data- and AI-driven personalization can be used to scale relevance and enhance reach across these groups,” Hummel said.

Roman also addressed the increasing demands on marketers, noting, “You’re getting asked to scale up for more personalised relevance across all stages of the buyer journey. You have to do everything and be everywhere.”

Pipeline360, a B2B marketing partner, offers services such as branded demand, content syndication, and digital advertising.