Pipeline360, a leading media business under Integrate, has recently made a significant move by hiring Joseph McCarthy as their new senior account director for the Asia-Pacific (APAC) region. This strategic decision comes at a time when Pipeline360 is experiencing rapid growth in APAC, with regional revenue doubling and market reach expanding. McCarthy, based in Singapore, will be instrumental in delivering Demand-as-a-Service (DaaS) solutions to B2B marketers, including Branded Demand and leading content services.
Elizabeth D’Arcy-Potts, the commercial managing director of EMEA and Asia-Pacific at Pipeline360, emphasized the importance of the APAC market for the company’s global growth strategy. With McCarthy’s deep understanding of the APAC market, industry, and partner ecosystem, he is expected to drive customer engagement, expand market reach, and scale growth across the region. This move reflects Pipeline360’s commitment to meeting the evolving needs of B2B marketers worldwide.
McCarthy brings a wealth of experience in the B2B marketing industry to Pipeline360, having held key positions at Madison Logic, TechTarget, and BrightTalk. At BrightTalk, he played a pivotal role in establishing a commercial presence in Asia Pacific, growing markets in Singapore, Hong Kong, and Australia, and expanding into the Association of Southeast Asian Nations (ASEAN) region. His experience and expertise make him a valuable addition to Pipeline360 as they continue to strengthen their presence in APAC.
In a statement, McCarthy highlighted the unique challenges that APAC marketers face, including managing multiple time zones, languages, and cultural norms, as well as market maturity, technology adoption, and data compliance. He expressed his excitement to join Pipeline360, citing the company’s commitment to helping marketers address these challenges by streamlining operations, refining strategy, and focusing on measurable outcomes.
As part of its investment in the APAC region, Pipeline360 has commissioned in-depth market research on “The 2025 State of B2B Pipeline Growth”, which will include an analysis of the APAC B2B marketing landscape. The company will sponsor and host a panel discussion to present its findings at the B2B Marketing Leaders Forum APAC 2025 in Sydney, Australia in May, as well as the B2B Marketing Leaders Forum Asia 2025 in Singapore in October.
Overall, McCarthy’s appointment as senior account director for APAC signifies Pipeline360’s commitment to driving growth and innovation in the region. With his extensive experience and expertise, McCarthy is well-positioned to lead the company’s efforts in delivering tailored solutions to B2B marketers in APAC, further solidifying Pipeline360’s position as a key player in the global media industry.
