The Global Account-based Marketing Market size is expected to reach $4.53 billion by 2032, rising at a market growth of 17.3% CAGR during the forecast period.
The North America segment recorded 38% revenue share in the market in 2024. The region's dominance is driven by the high adoption of advanced marketing technologies, strong presence of key market players, and increasing demand for personalized B2B marketing strategies. Enterprises in the United States and Canada are leveraging AI, big data analytics, and machine learning to enhance their ABM efforts, ensuring better targeting and engagement of high-value clients.
The shift from traditional mass marketing to highly personalized and targeted engagement has become a key driver for the growth of the market. Businesses today recognize that generic marketing approaches fail to resonate with high-value clients, leading to wasted resources and lower conversion rates. ABM offers a solution by enabling companies to tailor their marketing efforts to specific accounts, ensuring that every message, campaign, and touchpoint is relevant to the prospect’s needs and pain points. In conclusion, the rising demand for personalized marketing strategies to enhance customer engagement drives the market's growth.
Additionally, In today’s competitive landscape, businesses recognize that customer retention is just as critical - if not more - than customer acquisition. Acquiring new customers is significantly more expensive than retaining existing ones, leading organizations to prioritize strategies that maximize customer lifetime value (CLV). ABM plays a crucial role by fostering deeper, long-term relationships with key accounts rather than focusing on high-volume, short-term sales. Thus, growing emphasis on customer retention and lifetime value maximization propels the market's growth.
However, One of the biggest challenges hindering ABM adoption, particularly for SMEs, is the high cost of implementation. Unlike traditional marketing strategies that allow businesses to reach a broad audience with minimal investment, ABM requires advanced technologies, specialized personnel, and a dedicated budget for personalized engagement. Implementing ABM involves investing in AI-powered analytics, marketing automation tools, CRM software, and content personalization platforms, all requiring substantial financial resources. In conclusion, high implementation costs and budget constraints for small and medium enterprises (SMEs) impede the market's growth.
The leading players in the market are competing with diverse innovative offerings to remain competitive in the market. The above illustration shows the percentage of revenue shared by some of the leading companies in the market. The leading players of the market are adopting various strategies in order to cater demand coming from the different industries. The key developmental strategies in the market are Acquisitions, and Partnerships & Collaborations.
The North America segment recorded 38% revenue share in the market in 2024. The region's dominance is driven by the high adoption of advanced marketing technologies, strong presence of key market players, and increasing demand for personalized B2B marketing strategies. Enterprises in the United States and Canada are leveraging AI, big data analytics, and machine learning to enhance their ABM efforts, ensuring better targeting and engagement of high-value clients.
The shift from traditional mass marketing to highly personalized and targeted engagement has become a key driver for the growth of the market. Businesses today recognize that generic marketing approaches fail to resonate with high-value clients, leading to wasted resources and lower conversion rates. ABM offers a solution by enabling companies to tailor their marketing efforts to specific accounts, ensuring that every message, campaign, and touchpoint is relevant to the prospect’s needs and pain points. In conclusion, the rising demand for personalized marketing strategies to enhance customer engagement drives the market's growth.
Additionally, In today’s competitive landscape, businesses recognize that customer retention is just as critical - if not more - than customer acquisition. Acquiring new customers is significantly more expensive than retaining existing ones, leading organizations to prioritize strategies that maximize customer lifetime value (CLV). ABM plays a crucial role by fostering deeper, long-term relationships with key accounts rather than focusing on high-volume, short-term sales. Thus, growing emphasis on customer retention and lifetime value maximization propels the market's growth.
However, One of the biggest challenges hindering ABM adoption, particularly for SMEs, is the high cost of implementation. Unlike traditional marketing strategies that allow businesses to reach a broad audience with minimal investment, ABM requires advanced technologies, specialized personnel, and a dedicated budget for personalized engagement. Implementing ABM involves investing in AI-powered analytics, marketing automation tools, CRM software, and content personalization platforms, all requiring substantial financial resources. In conclusion, high implementation costs and budget constraints for small and medium enterprises (SMEs) impede the market's growth.
The leading players in the market are competing with diverse innovative offerings to remain competitive in the market. The above illustration shows the percentage of revenue shared by some of the leading companies in the market. The leading players of the market are adopting various strategies in order to cater demand coming from the different industries. The key developmental strategies in the market are Acquisitions, and Partnerships & Collaborations.
Driving and Restraining Factors
Drivers
- Rising Demand For Personalized Marketing Strategies To Enhance Customer Engagement
- Growing Emphasis On Customer Retention And Lifetime Value Maximization
- Growing Digital Transformation Across Industries To Enhance Marketing Efficiency
Restraints
- High Implementation Costs And Budget Constraints For Small And Medium Enterprises (Smes)
- Complexity In Implementing And Scaling Account-Based Marketing Strategies
Opportunities
- Expansion Of B2B E-Commerce And The Need For Targeted Marketing Approaches
- Market Increasing Influence Of Social Media And Digital Platforms In ABM Execution
Challenges
- Lengthy Sales Cycles And Extended Time Required For Converting High-Value Accounts
- Lack Of Skilled Professionals And Expertise In Implementing And Managing ABM Strategies
Organization Size Outlook
On the basis of organization size, the market is classified into small and medium enterprises (SMEs) and large enterprises. The large enterprises segment acquired 41% revenue share in the market in 2024. Large enterprises, particularly in industries such as IT & telecom, BFSI, and healthcare, are heavily investing in strategic ABM to enhance customer retention, drive high-value deals, and strengthen relationships with key accounts.End-use Outlook
By end-use, the market is divided into media, telecommunications, & IT, BFSI, healthcare & life sciences, retail & e-commerce, automotive and manufacturing, government & public sector, and others. The media, telecommunications, and IT segment garnered 23% revenue share in the market in 2024. Businesses in these industries rely on ABM strategies to target enterprise clients, improve customer engagement, and enhance digital transformation initiatives. The widespread adoption of cloud computing, 5G, and software-as-a-service (SaaS) platforms has increased the need for personalized marketing campaigns to attract high-value customers and drive B2B sales.
Account Type Outlook
Based on account type, the market is characterized into strategic account-based marketing, account-based marketing lite, and programmatic account-based marketing. The account-based marketing lite segment attained 24% revenue share in the market in 2024. This segment is designed for businesses looking to target a broader set of accounts with a slightly less customized approach compared to strategic ABM. It combines elements of personalization with scalable outreach strategies, making it a popular choice among mid-sized enterprises.Regional Outlook
Region-wise, the market is analyzed across North America, Europe, Asia Pacific, and LAMEA. The Asia Pacific segment witnessed 26% revenue share in the market in 2024. The rapid expansion of digital marketing, rising number of SMEs, and growing penetration of AI-driven marketing automation tools have contributed to the increasing adoption of ABM in the region. Countries such as China, India, Japan, and South Korea are experiencing a surge in B2B digital marketing investments, with businesses focusing on targeted account-based strategies to improve lead conversion rates and client retention.List of Key Companies Profiled
- Adobe, Inc.
- Demandbase, Inc.
- HubSpot, Inc.
- Oracle Corporation
- SAP SE
- Salesforce, Inc.
- 6sense
- Headley Media Ltd.
- Terminus Software, Inc.
- Fypion
Market Report Segmentation
By Organization Size
- Small and Medium-sized Enterprises (SMEs)
- Large Enterprises
By Account Type
- Strategic account-based Marketing
- Programmatic Account-based Marketing
- Account-based Marketing Lite
By End-use
- BFSI
- Media, Telecommunications, & IT
- Healthcare & Life Sciences
- Retail & E-commerce
- Government & Public Sector
- Automotive & Manufacturing
- Other End-use
By Geography
- North America
- US
- Canada
- Mexico
- Rest of North America
- Europe
- Germany
- UK
- France
- Russia
- Spain
- Italy
- Rest of Europe
- Asia Pacific
- China
- Japan
- India
- South Korea
- Singapore
- Malaysia
- Rest of Asia Pacific
- LAMEA
- Brazil
- Argentina
- UAE
- Saudi Arabia
- South Africa
- Nigeria
- Rest of LAMEA
Table of Contents
Chapter 1. Market Scope & Methodology
Chapter 2. Market at a Glance
Chapter 3. Market Overview
Chapter 4. Competition Analysis - Global
Chapter 5. Global Account-based Marketing Market by Organization Size
Chapter 6. Global Account-based Marketing Market by Account Type
Chapter 7. Global Account-based Marketing Market by End-use
Chapter 8. Global Account-based Marketing Market by Region
Chapter 9. Company Profiles
Companies Mentioned
- Adobe, Inc.
- Demandbase, Inc.
- HubSpot, Inc.
- Oracle Corporation
- SAP SE
- Salesforce, Inc.
- 6sense
- Headley Media Ltd.
- Terminus Software, Inc.
- Fypion
Methodology
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