Ogilvy’s report outlines eight strategic shifts for effective B2B marketing in APAC, addressing three key paradoxes: rational vs. emotional, digital demand vs. digital noise, and self-serve vs. sales-served. It urges brands to balance branding and activation, tell human-centric stories, leverage employee advocacy, simplify buyer journeys, use data-driven personalization, and align digital with sales. Emphasizing a “Business-to-Human” approach, it showcases successful IBM case studies and highlights the importance of emotion, value clarity, and integrated sales-marketing strategies.

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