• In November 2023, Intellimize launched AI-powered ABM experiences on its platform, featuring advanced integrations with ABM partners to enable personalized marketing throughout the buyer’s journey.

• In November 2023, 6sense introduced 6sense Campaigns for LinkedIn, offering a new integration that empowers users to manage targeted ABM campaigns efficiently through the LinkedIn platform.

In this report, the Account-based Marketing Market has been segmented by Component, Deployment Model, End-User Industry, Organization Size, Channel and Geography.

Account-based Marketing Market, Segmentation by Component

The Component segmentation highlights the two primary pillars of account-based marketing: tools and services. The market is expanding rapidly, driven by the growing need for personalized marketing strategies that target high-value accounts. The demand for advanced ABM tools, particularly in automation and analytics, continues to dominate the market, comprising more than 60% of the overall market share.

ABM tools enable the creation, execution, and monitoring of highly-targeted marketing campaigns. These tools, which include analytics platforms, customer relationship management (CRM) software, and campaign management tools, are experiencing robust growth. Adoption is rising by over 40%, driven by increased reliance on automation, data-driven insights, and optimization capabilities that enable businesses to improve targeting and engagement strategies.

ABM services encompass strategic consulting, campaign management, and analytics support. These services are essential for companies that lack internal expertise to implement effective ABM strategies. As companies seek to optimize their customer acquisition efforts, the services segment is growing at a rate of around 35%, particularly in industries such as retail, healthcare, and BFSI.

Account-based Marketing Market, Segmentation by Deployment Model

The Deployment Model segmentation illustrates how ABM platforms are delivered to customers—either through on-premise installations or cloud-based solutions. Cloud-based solutions are experiencing faster adoption due to their scalability, ease of implementation, and reduced infrastructure costs. The shift to cloud models is driven by enterprises looking for more flexible, scalable, and cost-effective marketing solutions.

On-premise deployment of ABM platforms is traditionally favored by large organizations that require complete control over their data and systems. Although the adoption of on-premise solutions has slowed, it still accounts for a significant portion of the market at over 40%, primarily in sectors like government and banking where data security is a priority.

Cloud deployment is the dominant model, with organizations opting for the flexibility, accessibility, and cost savings it offers. Cloud-based ABM platforms allow for faster implementation and continuous updates, making them highly attractive for organizations of all sizes. Adoption rates are accelerating, with growth exceeding 55% as companies shift toward more agile marketing solutions that can scale rapidly.

Account-based Marketing Market, Segmentation by End-User Industry

The End-User Industry segmentation reveals the diverse industries that benefit from ABM strategies, including retail, BFSI, IT, telecommunications, government, travel, tourism, healthcare, and others. Each industry leverages ABM to create personalized marketing campaigns that target high-value accounts. The growth in these sectors is being driven by the need for better engagement and conversion rates in competitive markets.

ABM strategies in the retail and e-commerce sectors are increasingly focused on driving customer loyalty and improving conversion rates. As these sectors embrace digital transformation, the demand for ABM tools is growing at a rate of over 30%, with retailers investing in personalized shopping experiences and targeted marketing campaigns.

The BFSI sector is leveraging ABM strategies to attract high-value corporate clients and improve customer retention. With highly competitive customer acquisition channels, financial institutions are focusing on targeted marketing efforts to enhance relationship management and improve cross-selling opportunities. This sector is witnessing an adoption rate of around 25%.

The IT and telecommunications sectors use ABM to target decision-makers in large enterprises, where purchasing decisions are often made by high-level executives. This industry is seeing rapid adoption of ABM strategies, growing at a rate of over 40%, as companies aim to strengthen relationships with key accounts and drive long-term customer engagement.

In the government sector, ABM is being employed to enhance outreach to contractors, service providers, and key governmental agencies. This industry’s adoption of ABM is slower, yet it is growing steadily at a rate of around 15%, as governmental organizations move toward more targeted and efficient communication strategies.

ABM in travel and tourism is focused on creating personalized marketing campaigns to attract corporate clients, including travel agencies and multinational corporations. This industry is seeing a strong growth rate of over 20%, as ABM helps enhance customer targeting and retention strategies in a highly competitive sector.

The healthcare and life sciences sectors are increasingly adopting ABM strategies to engage healthcare providers, pharmaceutical companies, and research institutions. With adoption rates approaching 25%, these industries are utilizing ABM tools to streamline lead generation and improve engagement with key stakeholders.

This segment includes various other industries such as manufacturing, education, and energy, where ABM strategies are being adapted to target large-scale accounts and improve customer engagement. Adoption in these industries remains steady, with overall growth expected to exceed 10%.

Account-based Marketing Market, Segmentation by Organization Size

The Organization Size segmentation illustrates how ABM strategies are applied differently depending on the size of the company. Large enterprises are the leading adopters of ABM, but there is increasing interest from mid-sized enterprises and small businesses as tools become more accessible and affordable.

Large enterprises are the primary drivers of ABM adoption, given their complex sales processes and need for tailored marketing campaigns. With substantial budgets for marketing automation and data analytics, large enterprises account for over 50% of the market share. The growth rate is steady, reflecting the ongoing focus on building and maintaining strong relationships with high-value accounts.

Mid-sized enterprises are increasingly adopting ABM as tools become more scalable and cost-effective. These companies leverage ABM platforms to improve lead generation and sales conversion rates. Adoption in this segment has increased by over 30%, as these enterprises seek to compete with larger organizations by using targeted, personalized marketing strategies.

Small businesses are gradually embracing ABM as platforms and services become more affordable and user-friendly. With adoption rates of around 20%, small businesses are using ABM to enhance customer targeting and grow their customer base, though this segment still represents a smaller portion of the market.

Account-based Marketing Market, Segmentation by Channel

The Channel segmentation highlights the various marketing channels used in ABM strategies. Channels such as email, display advertising, social media, and events are increasingly being integrated into ABM campaigns to create a multi-channel marketing approach.

Email remains one of the most effective channels for ABM, providing a direct line to decision-makers and offering a cost-effective way to deliver personalized content. Email adoption in ABM campaigns is at over 40%, with businesses using it for nurturing relationships, sending tailored offers, and re-engaging existing clients.

Display advertising is gaining traction in ABM, especially as businesses leverage targeted ads to reach specific accounts across digital platforms. Growth in this segment exceeds 30%, with advanced targeting technologies helping marketers create personalized ad experiences for their high-value accounts.

Social media is increasingly being integrated into ABM strategies, allowing businesses to engage with high-value accounts through targeted content and advertisements. This channel is growing by over 25%, with platforms like LinkedIn and Twitter being used for direct outreach and content distribution.

Personalizing website content to reflect the interests of specific target accounts is an important aspect of ABM. This channel is growing rapidly, with adoption rates reaching over 35%, as businesses use personalized landing pages and content to enhance user experience and conversion rates.

Events and webinars are an effective way for businesses to engage with high-value accounts through direct interaction. This channel is growing steadily, with adoption rates approaching 20%, as companies seek to build stronger relationships with key stakeholders in a personalized setting.

Other channels in ABM campaigns include video marketing, podcasts, and direct mail. These channels are being used by businesses to diversify their marketing strategies and reach accounts through various touchpoints. Growth in this segment is expected to exceed 15%.

Account-based Marketing Market, Segmentation by Geography

The Geography segmentation reflects how ABM adoption varies across different regions. North America leads the market due to strong technological infrastructure and early adoption of ABM practices. Europe and Asia Pacific follow closely, with strong growth expected in emerging markets.

North America leads the ABM market with the highest adoption rate, driven by advanced marketing technologies, high-tech infrastructure, and early adoption by large enterprises. The region holds over 45% of the global market share, with the United States representing the largest contributor.

Europe follows closely behind with a strong demand for ABM solutions in sectors such as retail, IT, and BFSI. The adoption rate is growing steadily, with market penetration reaching 35% as businesses in Germany, the UK, and France adopt more personalized marketing approaches.

Asia Pacific is one of the fastest-growing regions for ABM adoption, with a market share of over 25%. The growth is driven by increasing digitalization, particularly in China, Japan, and India, as businesses seek to enhance targeting and engagement strategies.

In the Middle East & Africa, ABM adoption is slower but showing positive growth, particularly in sectors like healthcare and government. The region accounts for about 10% of the market share, with increasing interest in digital marketing solutions.

Latin America is gradually adopting ABM solutions, particularly in Brazil and Mexico, where digital transformation is gaining momentum. The region holds a market share of around 5%, with steady growth expected as companies look to enhance their customer acquisition and retention strategies.

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

Drivers, Restraints and Opportunity Analysis

Drivers

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

• Enhanced targeting and segmentation - Enhanced targeting and segmentation is a major driver of the account-based marketing (ABM) market, as businesses prioritize precision in reaching high-value prospects. ABM enables marketers to tailor campaigns based on detailed account data, including firmographics, behavioral insights, and purchase intent signals. This level of granularity leads to more relevant messaging, higher engagement rates, and improved conversion outcomes compared to traditional broad-based marketing approaches.

  With growing adoption of AI-powered analytics and data integration tools, organizations can now identify and segment target accounts with greater accuracy. This supports highly personalized, multi-channel outreach strategies that align with specific buyer journeys. The ability to focus resources on the most promising opportunities not only enhances marketing efficiency but also maximizes return on investment, making targeted segmentation a key growth catalyst for the ABM market.

Restraints

• Data privacy concerns
• Complexity of integration

• Limited skilled professionals - Limited skilled professionals is a notable restraint in the account-based marketing (ABM) market, as successful execution of ABM strategies demands a unique blend of data analysis, personalization expertise, and cross-functional collaboration. Many organizations struggle to find marketing talent with the technical know-how to leverage advanced tools, interpret customer insights, and create tailored content across multi-touch campaigns. This talent gap limits the scalability and effectiveness of ABM programs, particularly for businesses new to the model.

  The rapid evolution of ABM technologies also increases the pressure on teams to stay current with platform capabilities, AI-driven targeting, and integrated CRM systems. Without skilled professionals to design, manage, and measure ABM efforts, companies risk underutilizing their investments or failing to achieve expected outcomes. As demand for ABM expertise grows, bridging the talent shortage through training initiatives and strategic hiring will be critical to sustaining market momentum.

Opportunities

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

• Increasing demand for B2B marketing - Increasing demand for B2B marketing presents a substantial opportunity for the account-based marketing (ABM) market, as enterprises seek more focused and measurable approaches to engage decision-makers in complex buying cycles. ABM aligns perfectly with B2B priorities by targeting high-value accounts with personalized content and multi-channel campaigns that resonate with specific organizational needs. This level of strategic precision helps build stronger client relationships and accelerates sales conversions, which is critical in B2B environments where purchase decisions are lengthy and involve multiple stakeholders.

  With digital transformation reshaping B2B interactions, companies are investing in data-driven marketing, automation tools, and AI-powered personalization to enhance lead quality and revenue outcomes. ABM provides a scalable solution for delivering these capabilities, enabling marketing and sales teams to work in tandem on account-specific objectives. As B2B organizations continue to prioritize efficiency and ROI, the adoption of ABM strategies is expected to surge, opening new growth avenues across diverse sectors.

Liquid Handling System Market is witnessing heightened competition as key players intensify their focus on the Account-based Marketing Market. With collaboration and merger strategies shaping the environment, companies are seeking growth through diversified approaches. The push toward advanced technological advancements is setting the stage for innovation while partnerships strengthen market positioning across industries.

Account-based Marketing Market reflects a moderately concentrated structure with dominant vendors holding nearly 45% share. Competitive strategies emphasize collaboration and partnerships to sustain growth, while smaller firms push innovation to gain traction. Market concentration continues to evolve, fueled by expansion initiatives and merger activities that reshape the competitive landscape dynamically.

In the Account-based Marketing Market, companies refine brand strategies to reinforce positioning and maximize channel reach. Multichannel integration, supported by digital expansion, drives consistent brand visibility. Collaboration with regional partners enhances penetration, while merger-based approaches accelerate customer acquisition. Channel alignment plays a crucial role in sustaining long-term growth and advancing technological advancements across regions.

Account-based Marketing Market thrives on innovation driven by emerging digital platforms and data-driven personalization. Companies invest in technological advancements to deliver scalable strategies, enhancing collaboration between sales and marketing functions. These innovations, accounting for nearly 30% impact on growth, enable seamless customer engagement and reinforce competitive positioning, highlighting expansion and merger-driven developments.

Regional expansion fuels growth in the Account-based Marketing Market, with North America leading adoption at over 40% share. Strategic partnerships and localized collaboration strengthen market penetration in Europe and Asia. Companies prioritize regional channel strategies to optimize technological advancements, ensuring sustained momentum. Expansion efforts underscore the competitive race to secure dominance in emerging economies.

Account-based Marketing Market is poised for sustained growth, with collaboration and merger activities driving future outlook. Increasing reliance on technological advancements will amplify innovation, supporting long-term strategies. Expansion into developing regions will enhance momentum, while channel integration ensures consistent scalability. The landscape will continue evolving, marked by competitive intensity and diversified approaches shaping the next decade.

Key players in Account-Based Market include:

• Demandbase Inc.
• 6sense Insights, Inc.
• Terminus Software, Inc.
• Engagio
• Uberflip
• Triblio Inc.
• Adobe
• HubSpot, Inc.
• Madison Logic
• RollWorks
• Drift.com, Inc.
• Folloze
• MRP
• Kwanzoo Inc.
• Lattice Engines

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

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