• 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 Account Type, Component, Deployment, Organization, Industry and Geography.

Account-Based Marketing Market, Segmentation by Account Type

The 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

Strategic Account-Based Marketing focuses on targeting a small number of high-value accounts with highly personalized campaigns. It typically involves close collaboration between marketing and sales teams. Around 30% of ABM practitioners allocate a significant portion of their resources to this segment, highlighting its role in long-term growth strategies. This subsegment is best suited for companies targeting enterprise-level clients with complex sales cycles.

Account-Based Marketing Lite

Account-Based Marketing Lite targets a broader set of medium-priority accounts with moderately customized campaigns. It strikes a balance between scale and personalization, often using lighter content personalization techniques. Approximately 40% of organizations implement this model to engage mid-tier accounts that don’t require deep customization but still benefit from targeted outreach.

Programmatic Account-Based Marketing

Programmatic Account-Based Marketing leverages automation and technology to target a large volume of accounts with minimal personalization. This approach is ideal for businesses looking to scale ABM efforts efficiently. Over 50% of companies adopting ABM use programmatic methods to reach low-touch accounts while maintaining cost-effectiveness and operational efficiency.

Account-Based Marketing Market, Segmentation by Component

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

Tools

Tools are essential for executing and automating ABM strategies at scale. These include platforms for account targeting, data analytics, customer engagement, and campaign management. With growing demand for scalable and data-driven solutions, tools account for nearly 65% of the ABM component market. Organizations are increasingly adopting advanced tools to drive personalized marketing across multiple touchpoints.

Services

Services in the ABM landscape include consulting, strategy development, implementation, and managed services to support campaign execution. Around 35% of the market demand is attributed to service providers helping businesses design and refine their ABM frameworks. These services are critical in enabling companies to translate tools into measurable outcomes and long-term customer engagement.

Account-Based Marketing Market, Segmentation by Deployment

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

On-premises

On-premises deployment offers organizations greater control over data security, system customization, and internal integration with legacy tools. Though adoption is declining due to cloud flexibility, it still holds about 30% of the ABM deployment market. This model is preferred by enterprises operating in highly regulated industries where data compliance is critical.

Cloud

Cloud deployment dominates the ABM landscape with approximately 70% market share, owing to its scalability, cost-efficiency, and ease of access. It enables marketing teams to leverage real-time insights and collaborate remotely across geographies. As digital transformation accelerates, cloud-based ABM platforms are becoming the default choice for modern enterprises.

Account-Based Marketing Market, Segmentation by Organization

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

Small & Medium-sized Enterprises

Small & Medium-sized Enterprises are increasingly adopting ABM strategies to achieve cost-effective targeting and improve conversion rates. With limited budgets and lean teams, SMEs benefit from automated tools and scalable ABM platforms. Approximately 40% of ABM users fall under this segment, emphasizing the rising need for flexible and efficient marketing solutions among smaller businesses.

Large Enterprises

Large Enterprises lead the ABM adoption curve, accounting for around 60% of the market share. With greater resources and complex sales pipelines, these organizations prioritize hyper-personalized campaigns and multi-channel engagement. ABM helps large enterprises nurture high-value accounts and drive long-term customer relationships through tailored experiences.

Account-Based Marketing Market, Segmentation by Industry

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

Media, Telecommunications & IT

The Media, Telecommunications & IT sector is a leading adopter of ABM, driven by the need for targeted messaging and complex B2B sales cycles. Around 28% of ABM implementations are in this industry, benefiting from its data-driven approach and digital infrastructure. ABM helps streamline high-value account engagement and align marketing with sales in tech-driven environments.

BFSI

The Banking, Financial Services, and Insurance (BFSI) sector leverages ABM for personalized client interactions and regulatory-sensitive campaigns. Holding nearly 20% market share, BFSI institutions use ABM to build trust-driven relationships with decision-makers and target high-value clients through secure, tailored strategies.

Retail & E-Commerce

Retail & E-Commerce companies are using ABM to deliver hyper-personalized marketing and enhance customer lifetime value. This segment represents about 12% of ABM adoption, focusing on buyer behavior analytics and data-driven promotions to engage select, high-conversion segments.

Healthcare & Life Sciences

ABM in Healthcare & Life Sciences supports precision outreach to institutions, providers, and decision-makers. With a 10% market share, it’s increasingly adopted for regulated communications and targeted product marketing within pharmaceuticals, medical devices, and research organizations.

Automotive & Manufacturing

This sector uses ABM to support long-cycle B2B deals and nurture strategic partnerships. Approximately 8% of ABM applications come from Automotive & Manufacturing, which benefits from account-level customization and aligning complex supply chain stakeholders with targeted messaging.

Government & Public Sector

The Government & Public Sector is a growing ABM adopter, holding around 5% share. It uses ABM to improve stakeholder engagement and communicate with public agencies, leveraging transparent messaging and value-driven campaigns to win strategic contracts.

Others

This category includes Education, Energy, and Nonprofits, contributing roughly 17% to the ABM industry. Organizations in this segment apply ABM for mission-focused outreach, funding initiatives, and niche audience targeting across diverse institutional settings.

Account-Based Marketing Market, Segmentation by Geography

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

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

North America

North America leads the ABM market, accounting for approximately 40% of the global share. The region’s dominance is fueled by widespread technology adoption, strong B2B ecosystems, and established use of data-driven marketing platforms. Enterprises here are heavily investing in personalization and automation to optimize account targeting strategies.

Europe

Europe holds nearly 25% of the ABM market, driven by growing demand across sectors like manufacturing, finance, and IT services. Organizations in the region are increasingly leveraging ABM to support cross-border account engagement and comply with evolving data protection regulations such as GDPR.

Asia Pacific

The Asia Pacific region is experiencing rapid ABM growth, contributing close to 20% of the market. Businesses here are adopting ABM to enhance targeted outreach and drive market expansion across emerging economies. The rise of digital transformation and increasing demand for scalable marketing solutions are major growth drivers.

Middle East and Africa

Middle East and Africa hold a smaller, yet steadily growing share of about 8%. Adoption is rising due to digitalization initiatives and the need for targeted government and enterprise engagement. Companies are recognizing ABM’s potential in fostering high-value client relationships within niche and regulated markets.

Latin America

Latin America comprises around 7% of the ABM market, with growth led by sectors like retail, telecom, and finance. Businesses are adopting ABM to overcome market fragmentation and build stronger regional account strategies. Improved access to marketing technology is further fueling adoption in this region.

This report provides an in depth analysis of various factors that impact the dynamics of Account-Based ing Market. 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.

Key players in 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
• Market Share Analysis
• Key Developments
• Financial Overview
• Strategies
• Company SWOT Analysis