Global Account-Based Marketing Market Growth, Share, Size, Trends and Forecast (2025 - 2031)

• In November 2023, Intellimize introduced Artificial Intelligence-powered Account Based Marketing (ABM) experiences through their platform. This innovation includes enhanced features and integrations with ABM partners, enabling marketers to deliver personalized experiences across all stages of the buyer's journey.

• Also in November 2023, 6sense launched 6sense Campaigns for LinkedIn, a new integration with LinkedIn aimed at managing campaigns. This integration offers a comprehensive advertising solution, allowing users of the 6sense Revenue AI platform to run targeted LinkedIn account-based marketing (ABM) campaigns efficiently and cost-effectively.

The global Account-Based Marketing (ABM) market has been experiencing significant growth and transformation in recent years. ABM is a strategic approach that focuses on targeting high-value accounts with personalized marketing strategies, rather than casting a wide net across the market. This method is particularly effective in B2B marketing where the sales cycle is longer and the decision-making involves multiple stakeholders.

One of the key drivers of the ABM market's growth is the increasing adoption of digital marketing techniques and technologies. Companies are leveraging advanced analytics, AI-driven insights, and automation tools to identify and prioritize target accounts, personalize content and communications, and measure ROI more effectively. This shift towards data-driven marketing strategies has enabled marketers to deliver more relevant messages to their target accounts, thereby improving conversion rates and overall marketing efficiency.

The ABM approach aligns closely with sales objectives, fostering better collaboration between marketing and sales teams. By focusing resources on accounts that have the highest potential for revenue generation, organizations can optimize their marketing spend and improve sales outcomes. This strategic alignment is crucial in competitive markets where acquiring and retaining high-value customers is paramount to sustained growth and profitability.

As the ABM market continues to evolve, we are also seeing a diversification in the types of ABM strategies adopted by organizations. While traditional ABM focused on a one-to-one approach for key accounts, there has been a shift towards one-to-few and one-to-many strategies, allowing companies to scale their efforts while still maintaining personalization. This flexibility in approach has expanded the applicability of ABM across various industries and company sizes, driving further market expansion and innovation.

Global Account-Based Segment Analysis

In this report, the Global Account-Based Market has been segmented by Account Type, Component, Deployment, Organization, Industry and Geography.

Global Account-Based Marketing Market, Segmentation by Account Type

The Global Account-Based Marketing Market has been segmented by Account Type into Strategic account-based marketing, Account-based marketing Lite and Programmatic account-based marketing.

Strategic Account-Based Marketing involves a highly personalized approach where marketing and sales teams collaborate closely to target a select few high-value accounts. This approach requires deep research and understanding of each targeted account's specific needs and pain points. SABM aims to build strong relationships with key decision-makers within these accounts through customized messaging and tailored marketing campaigns. By focusing on a smaller number of accounts, companies can allocate resources more effectively and achieve higher conversion rates.

ABM Lite represents a more scaled-back version of traditional ABM. It involves targeting a broader set of accounts that share similar characteristics or fit certain criteria, rather than a handful of specific companies. This approach still emphasizes personalization but allows for greater scalability and efficiency in resource allocation. ABM Lite is suitable for companies looking to expand their target account base while maintaining a personalized marketing approach.

Programmatic Account-Based Marketing leverages technology and automation to deliver personalized marketing messages at scale. Unlike traditional ABM approaches that rely heavily on manual processes, PABM uses data-driven insights and algorithms to identify and engage target accounts efficiently. This approach integrates marketing automation platforms with customer relationship management (CRM) systems to orchestrate targeted campaigns across multiple channels simultaneously. PABM is ideal for companies seeking to combine the efficiency of programmatic advertising with the effectiveness of account-based marketing.

Global Account-Based Marketing Market, Segmentation by Component

The Global Account-Based Marketing Market has been segmented by Component into Tools and Services.

Tools represent a significant component within the ABM market, encompassing various software solutions designed to facilitate and enhance ABM strategies. These tools typically include customer relationship management (CRM) systems, predictive analytics platforms, account-based advertising tools, and marketing automation software. CRM systems play a crucial role in ABM by organizing and managing customer data, facilitating personalized interactions with key accounts. Predictive analytics platforms help in identifying potential high-value accounts based on data analysis, while account-based advertising tools enable targeted advertising campaigns directed at specific accounts. Moreover, marketing automation software streamlines the execution of ABM campaigns, automating repetitive tasks and ensuring consistent messaging across various channels.

Services form another integral component of the ABM market, offering expertise, consultation, and support to organizations in implementing effective ABM strategies. These services may include strategic planning, account selection, content development, campaign execution, and performance measurement. Strategic planning involves defining ABM objectives, identifying target accounts, and creating personalized strategies tailored to each account's needs and preferences. Account selection services assist in prioritizing and segmenting accounts based on criteria such as revenue potential, industry influence, or strategic fit. Content development services focus on creating compelling and relevant content that resonates with target accounts, aligning with their interests and challenges. Campaign execution services ensure the seamless implementation of ABM initiatives across various marketing channels, while performance measurement services track and analyze campaign effectiveness, providing insights for continuous optimization and improvement.

Global Account-Based Marketing Market, Segmentation by Deployment

The Global Account-Based Marketing Market has been segmented by Deployment into On-premises and Cloud.

On-premises deployment involves hosting ABM software and infrastructure within the organization's physical premises. This approach offers businesses greater control over their data and security protocols. Companies with stringent data privacy regulations or specific IT requirements often prefer on-premises solutions. However, it typically requires higher initial investments in hardware, software licenses, and ongoing maintenance.

Cloud-based ABM solutions are hosted and managed by third-party providers, accessible via the internet. This deployment model offers scalability, flexibility, and lower upfront costs compared to on-premises alternatives. Cloud-based ABM platforms enable rapid deployment, easier integration with existing marketing technology stacks, and are often updated automatically with new features and security enhancements. This agility makes cloud deployment particularly appealing to businesses looking to quickly adapt to market changes and scale their ABM initiatives efficiently.

Choosing between on-premises and cloud deployment for ABM depends on various factors, including organizational IT policies, budget constraints, scalability requirements, and data security concerns. Larger enterprises may opt for on-premises solutions to maintain control over sensitive customer data and align with internal IT governance frameworks. In contrast, smaller to mid-sized businesses often favor cloud-based solutions for their affordability, ease of implementation, and ability to scale resources based on demand.

Global Account-Based Marketing Market, Segmentation by Organization

The Global Account-Based Marketing Market has been segmented by Organization into Small & Medium-sized Enterprises (SMEs) and Large Enterprises.

SMEs represent a significant segment within the ABM market due to their agility and focus on niche markets. These enterprises often deploy ABM strategies to penetrate specific market segments effectively. ABM allows SMEs to concentrate resources on high-potential accounts, enhancing their chances of securing valuable business relationships. By leveraging personalized marketing efforts through ABM, SMEs can optimize their marketing spend and maximize ROI, making it a preferred strategy for growth in competitive environments.

Large enterprises constitute another crucial segment in the ABM market, leveraging their expansive resources and established market presence to implement comprehensive ABM programs. For large enterprises, ABM serves as a strategic tool to deepen relationships with key accounts and drive revenue growth. By aligning sales and marketing efforts through ABM, large enterprises can deliver personalized experiences at scale, fostering long-term customer loyalty and retention. Moreover, ABM enables large enterprises to prioritize accounts with the highest revenue potential, thereby optimizing their sales pipeline and enhancing overall business outcomes.

Global Account-Based Marketing Market, Segmentation by Industry

The Global Account-Based Marketing Market has been segmented by Industry into Media, Telecommunications & IT, BFSI, Retail & eCommerce, Healthcare & Life Sciences, Automotive & Manufacturing, Government & Public Sector and Others.

One of the key segments utilizing ABM strategies is the media, telecommunications, and IT industry. Companies within this sector often face intense competition and require precise targeting to reach decision-makers in other businesses. ABM enables them to tailor their marketing efforts specifically to the needs and pain points of these organizations, enhancing engagement and conversion rates.

The BFSI (Banking, Financial Services, and Insurance) sector is another prominent adopter of ABM. Financial institutions use ABM to personalize their marketing efforts towards corporate clients, offering specialized solutions such as financial products and services tailored to the unique requirements of businesses. This approach not only strengthens customer relationships but also improves ROI by focusing resources on high-potential accounts.

In retail and eCommerce, ABM is utilized to drive customer acquisition and retention strategies. Retailers employ ABM to engage with other businesses, such as suppliers or strategic partners, ensuring that their marketing efforts are aligned with the interests and objectives of these key stakeholders. This targeted approach helps in building long-term partnerships and expanding market reach in a competitive landscape.

The healthcare and life sciences industry also benefits significantly from ABM. Pharmaceutical companies, for instance, use ABM to target healthcare providers and institutions, delivering relevant information about new drugs, treatments, or medical devices. By understanding the specific needs of healthcare professionals, companies can enhance the effectiveness of their marketing campaigns and improve sales performance.

Automotive and manufacturing industries leverage ABM to engage with other businesses in their supply chain or distribution network. Manufacturers use ABM to showcase innovations, streamline procurement processes, and strengthen partnerships with suppliers and distributors. This strategic alignment fosters collaboration and accelerates growth within the industry.

Government and public sector entities are increasingly adopting ABM strategies to communicate effectively with other governmental agencies, NGOs, or private sector partners. ABM helps in promoting policies, initiatives, or public services while ensuring that messages are targeted and impactful. This targeted approach enhances stakeholder engagement and supports broader organizational objectives.

Global Account-Based Market, Segmentation by Geography

In this report, the Global Account-Based Market has been segmented by Geography into five regions; North America, Europe, Asia Pacific, Middle East and Africa and Latin America.

Global Account-Based Market Share (%), by Geographical Region, 2024

North America holds a prominent position in the ABM market due to the widespread adoption of advanced marketing technologies and the presence of numerous large enterprises. The region benefits from robust infrastructure and high internet penetration, which are crucial for the effective implementation of ABM strategies. The United States, in particular, stands out as a major contributor to the North American ABM market, driven by its innovative technology ecosystem and mature marketing industry.

Europe follows closely behind, characterized by a diverse landscape of industries and a strong emphasis on personalized marketing approaches. Countries such as the United Kingdom, Germany, and France are leading adopters of ABM within Europe, supported by a well-developed digital infrastructure and a highly competitive business environment. The region's focus on data privacy regulations also shapes ABM strategies, ensuring compliance and enhancing customer trust.

In the Asia Pacific region, rapid economic growth and digital transformation initiatives are fueling the expansion of the ABM market. Countries like China, India, and Japan are witnessing increased investments in marketing technologies, driven by a burgeoning population of digital-savvy consumers and a burgeoning e-commerce sector. ABM in Asia Pacific is characterized by a blend of traditional and modern marketing practices, adapting to diverse cultural and business landscapes across the region.

The Middle East and Africa region is experiencing a gradual but steady adoption of ABM strategies, propelled by investments in digital infrastructure and rising internet connectivity. Countries in the Gulf Cooperation Council (GCC) region, such as the UAE and Saudi Arabia, are at the forefront of ABM adoption, leveraging their strategic geographic location and growing digital economy to drive targeted marketing initiatives.

Latin America represents a dynamic market for ABM, characterized by a growing middle class and increasing internet penetration. Countries like Brazil and Mexico are key markets within the region, embracing ABM to enhance customer engagement and drive business growth amidst competitive market dynamics.

This report provides an in depth analysis of various factors that impact the dynamics of Global Account-Based ing Market. These factors include; Market Drivers, Restraints and Opportunities Analysis.

Drivers

• Increased personalization in marketing
• Rising adoption of digital channels
• Improved customer relationship management

• Enhanced targeting and segmentation: In today's competitive landscape, the global Account-Based Marketing (ABM) market is witnessing significant growth, largely fueled by advancements in targeting and segmentation strategies. ABM has evolved beyond traditional mass marketing approaches, focusing instead on personalized engagement with high-value accounts. This shift is driven by enhanced targeting capabilities, which leverage sophisticated data analytics and AI-driven insights to identify and prioritize accounts most likely to convert. By segmenting the market based on detailed demographic, behavioral, and firmographic data, companies can tailor their messaging and outreach efforts more precisely.

  ABM enables companies to foster deeper relationships with key decision-makers within targeted accounts. Through personalized content and strategic outreach, marketers can address specific pain points and challenges faced by their target accounts, thereby enhancing engagement and trust. This approach not only increases the likelihood of conversion but also strengthens customer loyalty and advocacy over time. Enhanced targeting and segmentation also allow for more effective resource allocation, ensuring that marketing efforts are optimized for maximum impact and ROI.

  The integration of advanced technology platforms has revolutionized ABM strategies, offering marketers unprecedented insights into customer behavior and preferences. AI and machine learning algorithms analyze vast amounts of data in real-time, enabling marketers to dynamically adjust their targeting strategies based on evolving market trends and customer interactions. This agility not only improves campaign effectiveness but also enables continuous refinement of targeting criteria, ensuring that marketing efforts remain aligned with business objectives. In conclusion, the evolution of ABM through enhanced targeting and segmentation is reshaping the marketing landscape, empowering companies to achieve sustainable growth by focusing resources on the most promising opportunities.

Restraints

• High implementation costs
• Data privacy concerns
• Complexity of integration

• Limited skilled professionals: The global market for Account-Based Marketing (ABM) has witnessed substantial growth in recent years, driven by its effectiveness in targeting high-value accounts and maximizing marketing ROI. However, this growth has been accompanied by a notable challenge: a limited pool of skilled professionals capable of executing ABM strategies effectively. ABM requires a nuanced understanding of both marketing principles and specific industry dynamics, making it essential for professionals to possess a blend of strategic thinking, analytical skills, and industry expertise.

  One of the primary reasons for the scarcity of skilled ABM professionals is the relatively new and evolving nature of ABM itself. Many marketing professionals have historically focused on broader, more traditional marketing approaches, such as mass advertising or inbound marketing. ABM, on the other hand, demands a more targeted and account-specific approach, which necessitates a different skill set. As a result, companies often struggle to find individuals who not only understand ABM concepts but also have the practical experience to implement them effectively.

  The complexity of ABM strategies further complicates the issue. Successful ABM campaigns require professionals to navigate intricate buyer journeys, align marketing efforts with sales objectives, and leverage data-driven insights to personalize communications effectively. These requirements go beyond basic marketing knowledge and require a deep understanding of CRM systems, data analytics tools, and often industry-specific trends and challenges. Consequently, organizations seeking to adopt ABM face a significant challenge in recruiting and retaining talent capable of driving successful ABM initiatives.

Opportunities

• Growth in AI and ML
• Expansion of social media platforms
• Advances in data analytics tools

• Increasing demand for B2B marketing: The global Account-Based Marketing (ABM) market has been experiencing significant growth, driven by the rising demand for targeted and personalized B2B marketing strategies. ABM involves a strategic approach where businesses concentrate their resources on a specific set of high-value accounts, treating them as individual markets in themselves. This approach contrasts with traditional broad-based marketing strategies by focusing on personalized campaigns tailored to the needs and characteristics of each target account.

  One of the key drivers behind the adoption of ABM is its effectiveness in reaching decision-makers within target accounts. By aligning sales and marketing efforts closely and tailoring messages to address specific pain points and needs of each account, ABM enhances engagement and increases the likelihood of conversion. This personalized approach not only improves the efficiency of marketing campaigns but also strengthens customer relationships, leading to higher retention rates and increased customer lifetime value.

  Technological advancements have played a crucial role in fueling the growth of the ABM market. Tools such as predictive analytics, AI-driven insights, and marketing automation platforms enable businesses to identify and prioritize high-potential accounts, deliver personalized content at scale, and measure the effectiveness of their campaigns with greater precision. As more businesses recognize the benefits of ABM in driving revenue growth and ROI, the demand for ABM solutions is expected to continue growing, shaping the future of B2B marketing strategies globally.

Key players in Global Account-Based Market include:

• Demandbase
• Terminus
• Engagio
• RollWorks
• 6sense
• Marketo
• InsideView
• Albacross
• True Influence
• TechTarget

In this report, the profile of each market player provides following information:

• Company Overview and Product Portfolio
• Key Developments
• Financial Overview
• Strategies
• Company SWOT Analysis