Account-based Marketing Market - Global Forecast 2025-2032

Account-based marketing is reshaping B2B growth strategies by enabling organizations to closely coordinate marketing and sales, deliver targeted campaigns, and nurture valuable client relationships. This report provides senior decision-makers with clear, actionable insights to support confident ABM adoption across dynamic business environments.

Account-Based Marketing Market Snapshot

The global account-based marketing market reached USD 1.51 billion in 2024, growing at a compound annual growth rate of 11.15%. The market is set to advance to USD 1.67 billion by 2025, with forecasts indicating it may double by 2032. Growth drivers include rising adoption of ABM platforms, the expansion of analytics-driven decision-making, and enhanced targeting technologies. Market providers continue to strengthen offerings by supporting compliance, accommodating diverse industry workflows, and serving both mature and emerging regions.

Scope & Segmentation of the Account-Based Marketing Market

This analysis examines the critical segments, technologies, and deployment models influencing ABM implementation. Understanding these dimensions is vital for senior executives planning to deploy efficient, scalable account-based marketing strategies worldwide.

• Offering: End-to-end ABM platforms deliver analytics, attribution toolkits, campaign intelligence, orchestration features, content management, managed services, consulting, and enablement resources. These components ensure customized campaign execution within varied business environments.
• Type: ABM adoption models range from lite and programmatic approaches to strategic, supporting organizations at various maturity levels—from initial trials to fully integrated, scaled programs.
• Use Case: Use cases include customer marketing, advocacy, deal expansion, upselling, pipeline acceleration, client acquisition, retention, and event-based activation. Each supports distinct organizational objectives and sector demands.
• Deployment: Solutions are available for cloud and on-premise deployments, enabling seamless IT integration, regulatory compliance, and support for internal operational policies.
• Organization Size: Platforms are tailored to enterprises, midsize firms, and small businesses, aligning with unique performance needs and budgetary parameters.
• Verticals: Sectors such as automotive, manufacturing, banking, insurance, life sciences, engineering, construction, education, public sector, healthcare, IT, telecommunications, media, retail, and ecommerce benefit from sector-specific compliance and security features.
• Geographies: The market spans the Americas, EMEA, and Asia-Pacific, emphasizing regions like China, India, Japan, Australia, and Southeast Asia. Key considerations include regulatory frameworks, adoption trends, and operational complexity at the local level.
• Company Coverage: The ecosystem features leading ABM providers, including Demandbase, 6sense Insights, Act-On Software, Folloze, HubSpot, Adobe Marketo, and innovative new market entrants focused on integration and implementation excellence.

Account-Based Marketing Market: Key Takeaways & Strategic Insights

• Emerging analytics within account-based marketing platforms provide enhanced visibility into buyer networks, enabling precise engagement strategies.
• Artificial intelligence and machine learning advance scalable targeting and deepen personalization through each stage of the B2B sales process.
• Tighter alignment between marketing, sales, and customer success teams drives more streamlined deployments and well-coordinated program measurement.
• Modular ABM solutions integrate effectively with current IT architecture, accommodating compliance and enhancing platform flexibility across diverse regulatory environments.
• Organizations monitoring new technology developments maintain a competitive edge, with adaptable solutions supporting ongoing innovation and responsive change management.
• Localization tools and regionally-compliant features facilitate successful and rapid expansion in multiple business geographies.

Tariff Impact: Navigating 2025 US Trade Shifts

As upcoming US tariff changes approach, ABM providers and B2B organizations must carefully review supply strategies. Prioritizing supply chain resilience, engaging with regional partners, and implementing risk management frameworks will help sustain business operations in a changing trade landscape.

Methodology & Data Sources

The research is grounded in executive-level interviews, focused surveys with IT and business decision-makers, and comprehensive secondary analysis. Each insight is validated for practical relevance and executive application.

Why This Report Matters

• Guides decision-makers in evaluating account-based marketing platforms with a focus on compliance across different regions and evolving regulatory contexts.
• Supports organizations in maximizing campaign efficiency and managing relationships with ABM suppliers amid shifting business priorities.
• Maps practical deployment strategies, helping leaders navigate new regulatory standards and regional operational requirements.

Conclusion

Account-based marketing enables B2B leaders to unite sales and marketing, adapt to evolving compliance needs, and accelerate business growth through targeted and personalized engagement.

Additional Product Information:

• Purchase of this report includes 1 year online access with quarterly updates.
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