The Case for B2B Personalisation – Asia-Pacific

Published on 04 Apr 2025

Redefining the B2B Buyer Journey in a Digitally Dominant Era

In the evolving landscape of B2B marketing, personalisation is no longer a luxury—it’s a necessity. With the rise of digital self-service and content consumption, B2B buyers now behave much like their B2C counterparts. They expect seamless, relevant, and personalised experiences at every touchpoint—before ever speaking to a sales representative.

According to Adobe and London Research, APAC businesses are under increasing pressure to meet these expectations or risk losing their ideal next customer before even realising they were in the market. This report uncovers how the most successful B2B organisations are adapting to this new reality—and what it takes to keep up.

The Business-to-Human Shift

Personalisation as a Strategic Growth Driver

Traditional B2B marketing approaches are being reimagined through a ‘business-to-human’ lens. Buyers are taking control of their journey—spending more time online, consuming content, and researching independently. In fact, 60% of APAC companies say increased digital content consumption is significantly reshaping buyer engagement.

This change, accelerated by the pandemic, has forced marketers to pivot. Organisations must now engage not just individuals or businesses, but buying groups—multi-stakeholder teams that collectively make purchasing decisions. Catering to the diverse needs and personas within these groups has made personalisation more critical than ever.

Core Challenges Hindering B2B Personalisation

Siloed Data Systems

Fragmented customer data across departments makes it difficult to build a unified view of the buyer. 37% of companies cite disjointed data and insights as a major barrier to delivering personalised experiences.

Limited AI Integration

Despite AI's potential, many businesses have yet to operationalise it effectively. Leaders are up to five times more likely than laggards to have integrated AI into day-to-day marketing.

Lack of Cross-Team Alignment

True personalisation requires synergy between sales, marketing, and operations. A disconnect between these teams can lead to inconsistent messaging and missed opportunities.

How Leading APAC B2B Companies Stand Out

Organisations ahead of the curve are not just talking about personalisation—they're making it business-as-usual.

Investing in Integrated Martech: They are unifying their tech stacks to create a cohesive, 360-degree customer view.
Activating Data Across Channels: Leaders use customer insights in real time to deliver tailored, automated experiences.
Prioritising Buying Groups: 34% of leaders tailor their strategies around buying groups, compared to just 8% of laggards.
Operationalising AI: From content creation to chatbot conversations, AI is powering personalisation at scale.

Key Recommendations for B2B Success

To remain competitive in the APAC B2B space, organisations should:

Integrate martech systems for seamless data flow.
Use AI to power real-time personalisation across touchpoints.
Align sales and marketing teams around a shared customer profile.
Target buying groups, not just individual leads or accounts.

Download the Full Report for Deeper Insights

From data-driven strategies to technology adoption, The Case for B2B Personalisation – Asia-Pacific is your essential guide to transforming how your brand engages with modern buyers.

Download now to read more.