Pipeline360, a media business of Integrate, announced the appointment of Joseph McCarthy as Senior Account Director for the Asia-Pacific (APAC) region, enhancing its operational presence and customer reach in the market.
McCarthy is stationed in Singapore and is tasked with delivering Pipeline360's branded demand and content services to business-to-business (B2B) marketers across significant regional markets. The company's decision to further penetrate the APAC market aligns with a recent doubling of its regional revenue over the last year, with prominent clients such as Adobe, RedHat, and Splunk already on board.
Elizabeth D'Arcy-Potts, Commercial Managing Director of EMEA and Asia-Pacific at Pipeline360, said, "APAC is a key growth market for Pipeline360, and our continued investment in the region reflects our commitment to meeting the evolving needs of B2B marketers globally. With a deep understanding of the APAC market, industry, and partner ecosystem, Joseph will drive customer engagement, expand our market reach, and scale our growth across the region."
McCarthy brings considerable experience from the B2B marketing sector to his new role, having formerly served as Sales Director for Enterprise Accounts at Madison Logic. His previous roles include notable positions such as Account Director at TechTarget and Director of Sales at BrightTalk. During his tenure at BrightTalk, McCarthy was pivotal in establishing a commercial footprint in the Asia-Pacific, developing markets in Singapore, Hong Kong, and Australia, and leading market expansion throughout the ASEAN region.
Joseph McCarthy said, "Having spent the past six years in Singapore, I've seen firsthand the unique challenges APAC marketers face - from navigating multiple time zones, languages and cultural norms to managing market maturity, technology adoption, and data compliance."
"What drew me to Pipeline360 is its commitment to addressing these pain points head-on by helping marketers streamline operations, refine strategy, and prioritise real, measurable outcomes."
Pipeline360 is deepening its investment in the APAC region by commissioning comprehensive market research titled "The 2025 State of B2B Pipeline Growth," which aims to analyse the B2B marketing landscape in the region. The company is set to host a panel discussion on these findings at the B2B Marketing Leaders Forum APAC 2025 in Sydney, Australia, in May and the B2B Marketing Leaders Forum Asia 2025 in Singapore in October.
