Mavis Liew

Asia Pacific’s business buying landscape is undergoing a seismic shift. With 70% of buyers under the age of 45, traditional marketing strategies are rapidly losing relevance. This new generation of digital-native buyers have different priorities and actively leverage tools such as generative AI to guide their decision-making process. Providers that fail to adapt will risk falling behind in one of the world’s most dynamic markets. What’s changing, and how can businesses respond?

AI is transforming B2B marketing — from how briefs are written to how campaigns are orchestrated. But while the tools are evolving fast, the way organizations manage AI responsibilities is often stuck in reactive mode. Forrester’s latest research reveals that most marketing teams still operate with ad hoc approaches to AI responsibilities, limiting its potential to drive tangible business outcomes.

As a marketing professional, you live and breathe metrics: website traffic, leads generated (although you should be talking about buying groups engaged), pipeline contribution, engagement rates, and more. But when it comes to communicating marketing’s business value, the numbers alone just don’t cut it. They either aren’t understood by marketing’s stakeholders, or they are too disconnected from what those stakeholders personally care about.