Report: B2B marketers still struggle to reach the right audiences, but AI may help

Despite advances in data, tools and technology, most B2B marketers across the Asia-Pacific region are failing at one of their most basic goals: identifying and reaching the right audiences.

According to new research from Pipeline360, the media arm of B2B marketing platform Integrate, 68% of APAC marketers say they don’t have an effective process for identifying buying groups or committees. Just 36% feel confident in their ability to reach their target audience. This is compared to 46% in the US and 47% in Europe.

The findings form part of the “2025 State of B2B Pipeline Growth” report, which also highlights APAC’s growing reliance on internal CRM systems and sales teams to inform targeting, in contrast to more enriched or external data sources used elsewhere.

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“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 The inbound model that once drove results for marketers - ebook, form fill, SDR outreach – has become an outdated model in today’s buyer-driven world," said Adobe’s head of digital demand APAC, Maryel Roman.

Too much guesswork, not enough insight

The report highlights a deeper structural issue: B2B marketing strategies in the region are still built around limited customer insight. While marketers know more tailored experiences are needed, they often lack the data to act on that instinct.

Almost 60% of respondents in APAC said better customer insights would improve their ability to connect with audiences. A similar proportion said audience segmentation and content personalisation were priorities, but only 39% believed AI would help them make those improvements.

That gap between aspiration and execution is where B2B marketers are losing momentum.

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

AI could be the turning point – but only if used right

AI is increasingly being positioned as a solution to the personalisation problem, but the report suggests marketers are still unsure how to apply it. While 39% said AI could help with audience segmentation and content delivery, far fewer have implemented AI tools that actually move the needle.

“There are clear opportunities for marketers to use AI to identify their highest-value audience segments, enabling them to develop more tailored engagement plans,” said Matt Hummel, VP of marketing at Pipeline360.

“At the same time, data- and AI-driven personalisation can be used to scale relevance and enhance reach across these groups," he added.

For a region as complex as APAC, that combination of precision and scale could be the key to rebuilding marketing performance.

As buying cycles become less linear and attention spans shrink, marketers will need to move away from funnel thinking and lean into insight-driven orchestration. This means not just knowing who their buyers are – but being able to reach them at the right time, with the right message, on the right channel.

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