It has never been more difficult for emerging marketers to seize opportunities and run the personalized campaigns needed to secure, generate and nurture leads. Nicholas Kontopoulos, the head of growth marketing for Asia Pacific at Adobe DX, says this has further widened the performance gap between emerging and advanced marketers.
The pandemic has thrown businesses worldwide into a new era of marketing, with consumers rapidly switching to digital-first habits, redefining behavioral trends, and unleashing a deluge of data and marketing opportunities in Asia.
While business-to-business (B2B) marketers in Asia have largely adapted to critical pandemic-related challenges, their ‘happily ever after’ is a distant reality. As the pandemic continues, the snowballing effects of broken customer experiences, hurdles around the measurement of return-on-investment (ROI) and shortage of relevant skills make it increasingly difficult for companies to turn new marketing opportunities into leads and conversions – as revealed by the latest ‘State of B2B Marketing in Asia’ report by Adobe, B2B Marketing Leaders and Insights Exchange. More worrying is the lack of recognition by internal company leaders in a time where digital marketing is the magic potion for sustained customer engagement and retention.
The report showed critical gaps between marketing professionals that separate emerging marketers from advanced ones. While advanced marketers drive their businesses forward with…