In the fast-paced APAC market, Account-Based Marketing (ABM) is becoming a key strategy for businesses aiming to drive targeted engagement and boost revenue. By focusing on a select group of high-value accounts, ABM creates personalised campaigns that meet the specific needs of each business.
In fact, a survey by xGrowth revealed that 86% of APAC business have already adopted an ABM approach, while 84% of businesses using ABM say it significantly boosts ROI and improves customer retention than other marketing campaigns.
With the region’s diverse cultures and markets, ABM offers great opportunities but also comes with challenges.Let’s explore three ABM frameworks, discuss their benefits, address challenges, and share success stories that show how ABM drives growth in APAC.
1. One-to-One ABM (Strategic Account)
In APAC, one-to-one ABM is particularly effective due to the region's relationship-driven business culture. This framework focuses on targeting high-value accounts with the greatest revenue potential through highly customised campaigns. It involves developing account-specific strategies addressing unique priorities and leveraging direct engagement with decision-makers. The personalised approach builds trust and strengthens long-term relationships, crucial in diverse APAC markets.
Advantages vs Challenges in APAC
Example: Nectar’s “Lunch & Learn” Service
In APAC, where AI and digitalisation are evolving rapidly, relationship building is key to success. Nectar Group supports this with a tailored Lunch & Learn service, fostering direct engagement with key decision-makers. We helped a data literacy provider in the competitive BFSI sector bypass traditional sales channels by hosting a targeted lunch with top executives, resulting in two enterprise opportunities worth US$220K in pipeline revenue. This approach not only built trust but also drove long-term business growth.
(Learn more about our Lunch & Learn Service, or Download our L&L Playbook to host your own successful event.)
2. One-to-Few ABM (ABM Lite)
One-to-few ABM targets a small cohort of accounts (typically 5-10) that share similar challenges or goals. In APAC, this approach is beneficial for targeting industry-specific clusters or companies operating in similar regulatory environments. By grouping accounts based on firmographics and shared pain points, marketers can achieve a balance of personalisation and scalability.
Advantages vs Challenges in APAC
Case Study: How we led DottedSign’s 300% Increase in Closed Deals
DottedSign, a leading provider of digital signature solutions, faced difficulties in converting prospects into closed deals. They partnered with Nectar to execute a one-to-few ABM strategy targeting enterprise-sized accounts in sectors like education, finance, and retail. We implemented targeted outreach through cold calling, appointment setting, and a customized sales playbook. As a result, DottedSign saw a 300% increase in closed deals within Q1 2023.
3. One-to-Many ABM (Programmatic ABM)
Programmatic ABM scales outreach to target 100-1,000 accounts, leveraging automation and market segmentation. While this framework is less common in heterogeneous regions like APAC, it can be effective in homogeneous sub-markets or for multinational campaigns that address common pain points across multiple regions.
Advantages vs Challenges in APAC
Case Study: How we increased 119% Lead Generation for Kintone SEA
Kintone partnered with Nectar to implement a 1:Many ABM strategy for expanding into Malaysia and Singapore. By targeting SMEs in specific industries and using a combination of cold calling and digital marketing, they generated 119% more lead conversion and booked 107 qualified meetings. This strategic approach helped Kintone effectively enter these markets and set the stage for further expansion in the region.
Next Steps: Choosing the Right ABM Frameworks in APAC.
In the diverse and complex APAC market, choosing the right ABM framework is essential to align with local nuances and achieve your organisational goals.
At Nectar Group, we help businesses maximise ABM impact in the APAC region, supporting you through strategy refinement, local complexities, and high-quality lead generation.
How We Enhance Your ABM Strategy:
- 1:1 Relationships with Lunch & Learn Sessions: Build meaningful connections with key stakeholders through our exclusive, tailored Lunch & Learn sessions, unlocking partnership opportunities across relevant industries.
- Navigate APAC Regional Segments: Our team’s deep understanding of regional market nuances, competitive landscapes, and consumer preferences ensures we craft targeted strategies that resonate across diverse APAC segments, optimising your go-to-market approach.
- Full Sales Pipeline Management: We handle the entire sales pipeline, from highly targeted lead generation with our SDRs to nurturing relationships and closing deals with our BDRs, ensuring maximum lead conversion and business growth.
- Guaranteed Results: We focus on delivering measurable outcomes like SQL generation and appointments set, offering a full refund if we don’t meet agreed-upon targets. We’re committed to results, not just actions.
Ready to scale your business in APAC? Contact Nectar Group today to discover how our specialised marketing and sales solutions can drive your market entry and deliver sustainable growth in the region.
