Account-Based Marketing (ABM) Market Size, Share, Growth, and Industry Analysis, By Type (Strategic Account-Based Marketing, Account-Based Marketing Lite, Programmatic Account-Based Marketing and Others), By Application (Media, Telecommunications, and IT, BFSI, Retail and E-commerce, Healthcare and Life Sciences, Automotive and Manufacturing and Others), and Regional Forecast to 2033

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ACCOUNT-BASED MARKETING (ABM) MARKET OVERVIEW

The Account-Based Marketing (ABM) Market , valued at  USD 1.77 billion in 2024, is forecasted to grow consistently, reaching USD 2.04 billion in 2025 and ultimately achieving USD 6.38 billion by 2033, at a steady CAGR of about 15.33%.

Account-Based Marketing (ABM) focuses on identifying and marketing to a limited number of key accounts, viewing each account as its market. ABM focuses its efforts on making ads that match the specific issues, demands and goals of each key account-holder. Together, the marketing and sales teams spot suitable accounts, align on the message and provide personalized marketing content such as ads, emails and case studies. By tailoring the message and approach to each organization, ABM improve relationship building, make customers more involved and aim for higher conversions.

Unlike conventional marketing methods that focus on numbers, ABM stresses finding the right customers instead. When companies focus their efforts on a few key accounts, they can be more efficient, speed up closing sales and make more profit. ABM works well for organizations with complex sales procedures, significant deals or several individuals deciding together. It encourages businesses to acquire, keep and grow their customer base by developing strong relationships that provide value. ABM makes it possible for businesses to focus on the most important accounts, increasing their revenue sustainably through tailored and strategic outreach.

COVID-19 IMPACT

Pandemic severely disrupted business operations across various industries which affected the market

The global COVID-19 pandemic has been unprecedented and staggering, with the market experiencing lower-than-anticipated demand across all regions compared to pre-pandemic levels. The sudden market growth reflected by the rise in CAGR is attributable to the market’s growth and demand returning to pre-pandemic levels.

The pandemic caused significant problems for businesses in many sectors, leading to major budget reductions and confusion about priorities, as a result, ABM campaigns experienced issues. Marketing efforts had to be placed on hold or significantly altered as a result of budget cuts and new priorities. With limited resources and sales cycles disrupted made it challenging for many companies to continue focusing on key accounts. The sudden need to adapt to remote work and digital channels further complicated ABM execution. As a result, ABM initiatives slowed down considerably, delaying planned campaigns and weakening customer relationships at a time when consistent, targeted communication was most needed.  

LATEST TRENDS

Integration of artificial intelligence and machine learning to drive the market

The integration of artificial intelligence (AI) and machine learning (ML) has drive the impact of ABM by allowing more accurate targeting, greater personalization and increased automation. AI tools can look through large quantities of data to discover high-value accounts, forecast customer activities and learn valuable information about important decision-makers. They assist in choosing which accounts to focus on, improving messaging for those accounts and personalizing marketing content efficiently. These tools support prompt campaign updates, helping marketers react to sudden preference shifts. Therefore, AI and ML allow ABM to work more effectively for stronger relationships and a boost in ROI.

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ACCOUNT-BASED MARKETING (ABM) MARKET SEGMENTATION

By Type

Based on type, the global market can be categorized into Strategic account-based marketing, Account-based marketing lite, Programmatic account-based marketing and Others

• Strategic account-based marketing: Strategic account-based marketing businesses target just a handful of key accounts using customized strategies. Representatives from marketing and sales teams join forces to identify what each account aims to achieve. Content and communication are tailored for individual decision-makers. Though resource-intensive, it fosters deep, long-term relationships. This approach is used for accounts with the highest strategic or revenue potential.

• Account-based marketing lite: Account-based marketing lite ABM targets a small group of accounts with similar needs. It uses segmented personalization, offering tailored campaigns to clusters rather than individual accounts. This approach balances efficiency with relevance, making it scalable. Sales and marketing teams collaborate, but with less intensity than one-to-one ABM. ABM lite targets accounts that have room to grow and are considered mid-tier.

• Programmatic account-based marketing: Programmatic account-based marketing relies on tools and automation to target many accounts at once. It uses customer data and actions to send targeted messages. Though less personalized than other ABM types, it offers scale with maintained relevance. Programmatic ads and automation platforms drive efficiency and reach. Analytics enable ongoing optimization to boost engagement and conversions.

• Others: The ‘others’ category in ABM includes hybrid or emerging approaches tailored to unique business needs. It may combine elements of strategic, ABM lite and programmatic methods. Companies might also use industry-specific or event-driven ABM strategies. These flexible models adapt to shifting goals or market conditions. This category reflects ABM’s evolving and customizable nature.

By Application

Based on application, the global market can be categorized into Media, Telecommunications, and IT, BFSI, Retail and E-commerce, Healthcare and Life Sciences, Automotive and Manufacturing and Others

• Media, Telecommunications, and IT: Media, telecommunications and IT use ABM to sell special digital solutions to companies. Teams focus on accounts needing advanced connectivity, cloud services or content delivery. Campaigns address challenges such as scalability, security and integration. Data analytics and automation support multi-touchpoint engagement. This approach builds stronger relationships and long-term high-value contracts.

• BFSI: BFSI uses ABM to engage large institutions with personalized outreach focused on compliance, risk and digital transformation. Sales and marketing align to target high-revenue accounts such as wealth management and insurance firms. Multichannel engagement and detailed insights support effective cross-selling and upselling. ABM builds trust and credibility in this competitive, regulated sector.

• Retail and E-commerce: Retail and E-commerce ABM is aimed at brands, wholesalers and large retailers who need effective logistics and technology for their online sales. Campaigns concern integrating all channels, providing individualized experiences and improving inventory. Specific engagement strategies are developed through data analysis of promising accounts. Offers are created by marketing and sales so they match what the business wants to achieve. ABM contributes to building key partnerships and promoting successful digital transformation.

• Healthcare and Life Sciences: Healthcare and life sciences ABM targets hospitals, pharma and research organizations with specialized products. Campaigns address compliance, patient care innovation and data security challenges. Personalized outreach is tailored to clinical, procurement and admin stakeholders. ABM builds trust in complex decision cycles involving multiple influencers. It supports adoption of technologies that enhance patient outcomes and efficiency.

• Automotive and Manufacturing: Automotive and manufacturing ABM targets OEMs, suppliers and industrial firms needing customized production and digital solutions. Teams identify high-value accounts based on innovation, geography and partnerships. Campaigns address automation, sustainability and cost challenges. ABM engages stakeholders from engineers to procurement, aligning with company goals. This fosters stronger partnerships and accelerates advanced technology adoption.

• Others: Others include sectors such as education, energy, consulting and government, where ABM adapts to unique industry challenges. They use a combination of digital and non-digital approaches to ensure the company meets its regulatory, operating and technology needs. Using data helps businesses know which accounts to focus on first. Customizing the program and working as a team are essential for success. This approach supports long-term growth across diverse industries.

MARKET DYNAMICS

Market dynamics include driving and restraining factors, opportunities and challenges stating the market conditions.

Driving Factors

Increasing demand for personalized marketing strategies to boost the market

Increasing demand for personalized marketing is helping to boost the Account-Based Marketing (ABM) market growth. Many companies realize that just casting a wide net with their marketing does not effectively reach key decision-makers. To handle this, ABM concentrates on particular accounts and offers tailor-made messages that fit what every organization requires. Customizing messages helps customers trust the brand, engage more and improve their chances of converting. New data and marketing tools allow organizations to make targeted campaigns more accurate, easier to scale and more effective for the first time.

Advancements in marketing automation and data analytics technologies to expand the market

Advancements in marketing automation and data analytics tools, Account-Based Marketing (ABM) is now able to target and engage customers more specifically and on a larger scale. Automated tools help marketing and sales teams prepare and send information right away to customers, helping save time and work. Analyzing data allows businesses to observe economic indications that may suggest buying decisions and point out important accounts to focus on. They also make real-time monitoring of campaigns and quick improvements possible, increasing both effectiveness and profit. By using marketing automation and data analytics, businesses can carry out effective ABM strategies and enjoy higher engagement, better relationships and an increase in revenue from their most valuable customers.

Restraining Factor

Limited availability of account-specific data and insights to hinder the market

Limited availability of account-specific data and insights poses a significant challenge for Account-Based Marketing (ABM). A lack of detailed, true facts about target accounts makes it harder to tailor campaigns that appeal to people in charge. Incomplete data can cause marketing messages to differ, important opportunities to be ignored and money to be spent inefficiently. Furthermore, not having all the details makes it hard to identify main contacts, grasp the problems clients have and monitor participation properly. Investing in data enrichment, advanced analytics and connecting different technologies allows businesses to gather detailed accounts profiles. By addressing data issues, companies can make their ABM strategies more effective and increasing ROI.

Rising adoption by B2B organizations create market opportunity

Opportunity

The rising use of ABM by B2B companies shows that people are noticing how effective it is for achieving target growth and maximizing marketing results. Since competition is rising and decisions are made slowly, ABM makes it possible for businesses to target lucrative accounts effectively. ABM enables B2B companies to send messages that are relevant to top decision-makers, helping to build strong bonds and increase sales. Coordination and efficiency are improved when sales and marketing teams are connected in ABM. As ABM’s effectiveness grows due to advances in technology and data, more organizations are including it as a vital strategy to drive measurable company results.

Resource and budget constraints to challenge the market

Challenge

Resource and budget constraints present significant challenges for implementing Account-Based Marketing (ABM) strategies effectively. ABM often requires substantial investment in technology, data acquisition, content creation and skilled personnel to develop personalized campaigns for target accounts. Smaller marketing teams or companies with limited budgets struggle to allocate sufficient resources for these activities, hindering their ability to deliver highly customized experiences. Additionally, the close collaboration needed between sales and marketing can demand time and effort that strains existing capacities. To overcome these constraints, organizations must prioritize accounts strategically, leverage scalable ABM approaches such as ABM lite or programmatic ABM and adopt cost-effective automation tools to maximize impact within limited budgets.

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ACCOUNT-BASED MARKETING (ABM) MARKET REGIONAL INSIGHTS

• North America 

North America holds the largest Account-Based Marketing (ABM) market share, with the United States leading due to its established B2B environment and early embrace of ABM approaches. The region enjoys an excellent digital infrastructure, broad marketing technology adoption and the availability of major ABM solution companies. Businesses in the U.S. are boosting growth by providing personalized services, using customer relationship management and being available through several channels. Focusing on profits, customer acquisition and keeping clients happy, along with strict regulations, has also led North America to use ABM more, preserving its dominant position.

• Europe

Europe is making a major contribution to the ABM market due to the increasing need for personalized and accurate marketing and better partnerships with businesses. In Germany, the U.K. and France, ABM is being adopted rapidly, mainly in sectors such as healthcare, manufacturing and technology. Many European organizations integrate Account-Based Marketing (ABM) with their CRM and ERP systems, giving special emphasis to marketing activities that connect with people in different countries who speak different languages, tailored marketing and real-time reviews to drive results.

• Asia

The Asia Pacific region has the highest rate of growth in ABM, mainly because of fast digital changes and the popularity of local mobile strategies. Companies in both advancing and established economies are implementing ABM to focus on important accounts, address language and cultural differences, and promote growth. The region’s increasing investment in multilingual personalization, programmatic solutions and targeted campaigns positions it as a hub of innovation and future growth in account-based marketing.

KEY INDUSTRY PLAYERS

Key industry players are improving marketing ROI through targeted account engagement for market expansion

Key industry players are starting to use ABM to make their marketing more effective by targeting clients better and interacting more personally. By using ABM, companies can target their main accounts, sync marketing and sales approaches, use resources more wisely and convert more prospects. They focus on finding quality leads, ensuring they get targeted messages that affect their decision-making process. This strategy helps to build better relationships, sell more quickly and secure bigger deals. The use of advanced data analytics and automation allows companies to alter campaigns quickly based on current data and trending information. For these reasons, ABM helps businesses become more efficient, effective and increase the amount of money they make.

List of Top Account-Based Marketing (ABM) Companies

• Act-On Software (U.S.)
• Madison Logic (U.S.)
• Lattice Engines (U.S.)
• MRP (U.S.)
• AdDaptive Intelligence (U.S.)
• HubSpot (U.S.)
• TechTarget (U.S.)
• Jabmo (U.K.)
• Marketo (U.S.)
• Drift (U.S.)
• Demandbase (U.S.)
• Uberflip (Canada)
• Integrate (U.S.)
• Terminus Software, Inc. (U.S.)
• 6Sense (U.S.)
• N. Rich (Finland)

KEY INDUSTRY DEVELOPMENT

April 2025: Informa TechTarget and Demandbase formed a strategic partnership aimed at helping B2B marketers succeed with account-based marketing. By joining forces, TechTarget provided intent data and Demandbase One offered ABM support which made it possible to find potential buyers quickly. This integration improved conversion rates, shortened sales cycles, and empowered sales and marketing with verified, actionable insights.

REPORT COVERAGE       

The study encompasses a comprehensive SWOT analysis and provides insights into future developments within the market. It examines various factors that contribute to the growth of the market, exploring a wide range of market categories and potential applications that may impact its trajectory in the coming years. The analysis takes into account both current trends and historical turning points, providing a holistic understanding of the market's components and identifying potential areas for growth.

Account-Based Marketing (ABM) has emerged as a transformative strategy in B2B marketing, focusing on personalized engagement with high-value accounts rather than broad outreach. ABM aligns marketing and sales teams to target specific accounts with tailored campaigns that reflect each client’s unique needs, goals, and challenges. The market has seen renewed growth post-COVID-19, despite earlier disruptions, with advancements in AI, machine learning, and marketing automation driving more accurate targeting and better ROI. ABM is especially effective for complex sales cycles and multi-stakeholder decisions. Growing B2B adoption, rising demand for personalization, and innovations in data analytics continue to expand ABM’s global market presence.