Report

Why Australia's Leading Companies are Changing their Go-To-Market Strategies.

Across the region, businesses are rethinking how they go-to-market to meet shifting customer expectations. In this new report we dive into how brands in Australia and New Zealand are adapting their go-to-market strategies to meet (and exceed) customer expectations, with insights from Canva, Aircall, Tracksuit and HubSpot.

Click the chapters below to read the free and ungated report ⬇️

Report cover navy blue with white text reading: B2B brands are reinventing their go-to-market

Businesses today are operating in a new reality. Thanks to the rapid advancement of technology, including artificial intelligence (AI), and heightened expectations from consumers, the buyer’s journey is shifting in a meaningful way.

According to HubSpot research, 74% of Australian businesses say they've changed more in the past 4 years than the previous 20 years.

What's more, recent findings from Aircall reveal 54% of organisations believe the biggest growth drivers in 2024 will be improving connections with customers.

With the rapid adoption of new technology, along with macroeconomic impacts on individual consumers and businesses, the customer experience is positioned to be the most important differentiator for brands in 2024 and beyond.

Kat Warboys, Senior Marketing Director APAC, HubSpot

"We're navigating a rare moment where technology is changing how people make decisions and operate their day to day lives. Consumers are having poor experiences across the board. There's a need to reset the buying experience so people feel seen and understood by the brands they engage with."

Tom Hyde, Head of APJ Sales & Success, Canva

"In a world of information and content overload, personalised outreach is key. Sales collateral that speaks directly to challenges or interests will more likely capture attention and drive engagement. This, in turn, shortens sales cycles. Reps also need to factor in the environment. Are they pitching in person or over Zoom? Is it best to play a demo live or show a pre-record? Update collateral accordingly."

Mikayla Hopkins, Head of Marketing, Tracksuit

"Humans feel and make buying decisions based on emotion. Tracksuit is a B2B brand that walks and talks like a consumer brand. We're fun, playful and cheeky - and our ecosystem loves it. The research tells us that emotion drives long-term brand growth and decreases price sensitivity. Invest in branding, personalisation, and seamless digital experiences that make your consumers feel something."

But Wait, There's More

Scale your team in APAC

Access other resources including our Unconventional Business podcast, The Customer Connection BluePrint, or the APAC Resource Center to help you develop a GTM plan and strategise for the year ahead.

Podcast

Listen to The Unconventional Business Podcast

Discover businesses across Australia and New Zealand that are growing and winning by putting the customer experience first.

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White Paper

Explore The Customer Connection Blueprint

Find out how to drive meaningful growth with the right technology to reach APAC customers with the Customer Connection Blueprint.

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Resource Centre

Visit HubSpot Asia-Pacific

An all-in-one resource centre for all APAC activities, resources, and customer success stories.

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Testimonials

Trusted by over 15,000 paying customers in the APAC region

“Before HubSpot, all of our customers were managed through Excel spreadsheets spread across multiple internal SharePoint locations. Moving our foodservice business onto the HubSpot platform involved a fair amount of change management, training, and overall business alignment which Wai Yan coached us through.”

Rob Thorn

National Field Manager, SPC

"Aligning our teams on one unified CRM platform has made this process significantly easier. It has enabled us to better collaborate with our partners and offer the desired conveniences and flexibility that travellers are seeking."

Pierre Honne

Director, Partner Development, Agoda

"The wonderful thing about HubSpot, it’s not only extremely user-friendly, but it’s so easy for me to demonstrate the impact of using HubSpot to empower my team of counsellors to achieve their admission goals."

Ayush Kalani

Associate Director – Admissions & Customer Success, Global Schools Foundation

“With HubSpot, we could get that source of truth and have everything feed into it, and this would allow us to really enhance our customer communications and experience.”

Jobeth Harvey

Marketing Manager, Vinomofo

“With HubSpot, we’re able to identify the marketing channels and sources that are generating high quality leads and drive more investments there. In turn, we’re seeing an improvement in cost of acquisition and marketing ROI.”

Rendy Elzira

Regional Digital Marketing Lead, Glints