Account-based Marketing Market Size & Growth Analysis to 2030

The global account-based marketing market size was valued at around USD 1.5 billion in 2024 and projected to grow at a significant CAGR of around 17% during the forecast period from 2025 to 2030. The market is witnessing robust growth as businesses increasingly prioritize targeted, high-value client engagement strategies over broad, generalized marketing campaigns. ABM focuses on aligning marketing and sales efforts to personalize communications and offerings for specific accounts, often using a mix of AI-driven tools, data analytics, and automation. This approach has proven particularly effective in B2B environments, where long sales cycles and high-value deals demand deeper customer relationships. As digital transformation accelerates across industries, companies are leveraging ABM to improve ROI, increase customer retention, and streamline the buyer journey.

The market is segmented based on account type (Strategic ABM, ABM Lite, and Programmatic ABM), component (tools and services), deployment (cloud and on-premises), organization size, and end-use industry. Large enterprises currently dominate ABM adoption due to their complex client bases and larger budgets, but small and medium-sized enterprises are rapidly catching up, driven by cost-effective programmatic ABM solutions. Industries such as IT & telecom, BFSI, healthcare, and retail are leading adopters. Regionally, North America holds the largest market share, while Asia-Pacific is poised to grow the fastest due to rising digital maturity and the increasing presence of B2B tech companies. As the market evolves, the integration of ABM with CRM and marketing automation platforms is expected to drive further innovation and adoption.

Market Snapshot:

Market Drivers:

The global account-based marketing (ABM) market is experiencing significant growth, driven by several key factors. Foremost among these is the increasing demand for personalized B2B marketing strategies, which enable companies to focus on high-value accounts for better ROI and long-term relationships. The integration of artificial intelligence (AI) and machine learning enhances customer insights, predictive analytics, and automation, improving campaign effectiveness. Seamless CRM integration and real-time data synchronization strengthen sales and marketing alignment, further propelling the market’s expansion.

Additionally, the adoption of predictive analytics is emerging as a core enabler of growth in the ABM industry. ABM platforms increasingly rely on machine learning models to forecast which accounts are most likely to convert, enabling smarter prioritization and decision-making. This analytical capability helps marketers allocate resources efficiently and focus on high-yield opportunities. By driving data-backed targeting and reducing campaign inefficiencies, predictive analytics enhances overall program effectiveness. ​

In 2024, a notable development in the ABM landscape was the announcement of a $13.25 billion all-stock deal by Omnicom Group to acquire Interpublic Group. This merger aims to form the largest advertising agency globally, enhancing competition against Big Tech amidst increasing AI usage. The combined entity, owning brands like BBDO, McCann, and Mediabrands, will hold over $25 billion in revenue. The merger seeks to counteract the ad revenue shift to tech giants like Google and Amazon and address AI-driven challenges in ad creation.

Market Trends:

AI-Driven Personalization and Predictive Analytics: Artificial Intelligence (AI) and machine learning are revolutionizing ABM by enabling hyper-personalized outreach at scale. AI tools analyze real-time intent signals, firmographics, and behavioral data to craft tailored content and messaging for each account. This capability allows marketers to automate and scale personalization without compromising relevance, leading to higher engagement and stronger pipeline performance. Predictive analytics further enhance this by forecasting which accounts are most likely to convert, enabling smarter prioritization and decision-making. ​

Emphasis on Customer Retention and Expansion: Businesses are increasingly focusing on nurturing existing customer relationships to drive growth. ABM strategies are being leveraged to provide personalized insights that align with customers’ evolving needs, enabling customized solutions and communications. This approach not only fosters trust and loyalty but also uncovers additional selling opportunities within current accounts, enhancing customer lifetime value.

Strengthening Sales and Marketing Alignment: Successful ABM hinges on the seamless collaboration between sales and marketing teams. Aligned teams share a common understanding of target accounts and deliver unified customer experiences, resulting in improved deal closures and faster revenue growth. Regular communication, shared goals, and collaborative planning are essential to foster this alignment and drive effective ABM strategies. ​

Adoption of Multichannel ABM Approaches: To effectively engage target accounts, companies are embracing multichannel ABM strategies. This involves leveraging various platforms such as social media, video, webinars, and even the metaverse to reach decision-makers. A cohesive marketing strategy that utilizes diverse channels enhances the likelihood of successful connections and impactful messaging. ​

Utilization of Advanced ABM Metrics and Reporting: As ABM strategies become more sophisticated, there is a growing need for precise metrics and reporting to gauge success. Marketers are moving beyond traditional metrics to evaluate specific high-value account engagement, such as account engagement scores and ABM-influenced revenue. Advanced attribution models and comprehensive data analysis are critical for refining strategies and demonstrating the ROI of ABM initiatives.

Market Opportunities:

The account-based marketing (ABM) landscape in 2025 presents significant opportunities for businesses aiming to enhance their B2B engagement strategies. A primary driver is the integration of artificial intelligence (AI) and machine learning, which enables hyper-personalized outreach at scale. These technologies analyze real-time intent signals, firmographics, and behavioral data to craft tailored content and messaging for each account, leading to higher engagement and stronger pipeline performance. Additionally, the adoption of predictive analytics allows marketers to forecast which accounts are most likely to convert, enabling smarter prioritization and decision-making. This analytical capability helps allocate resources efficiently and focus on high-yield opportunities, enhancing overall program effectiveness. ​

A notable recent development in the ABM landscape is Adobe’s rollout of AI agents designed to aid brands in navigating consumer interactions on their websites. These AI agents allow brands to tailor marketing efforts based on user activity, differentiating between varying profiles, such as users coming through TikTok ads versus search results. The tools help websites manage chatbots more effectively and provide personalized suggestions, enhancing user interaction and decision-making. This advancement underscores the growing importance of AI-driven personalization in ABM strategies, offering businesses new avenues to engage high-value accounts more effectively.

Market Restraints:

One of the primary restraining factors in the global account-based marketing market is the high level of complexity and resource intensity involved in executing effective ABM strategies. Implementing a successful ABM program requires close alignment between marketing and sales teams, robust data management systems, and advanced technological infrastructure—elements that many small and medium-sized enterprises (SMEs) struggle to afford or coordinate. Additionally, the dependency on accurate data for targeting and personalization increases the risk of campaign inefficiencies if the data is outdated, incomplete, or siloed across departments. Privacy concerns and regulatory restrictions like GDPR and CCPA further complicate data usage, limiting the scope of personalized campaigns and potentially hindering scalability

Market Insights:

The global account-based marketing market is bifurcated into account type, component, deployment, organization size, end-use industry, and geography. On the basis of account type, the strategic account-based marketing sub-category dominated the market, holding approximately 1/2 of the global market share as of 2024. This segment is characterized by a highly personalized and resource-intensive approach that focuses on a small, select group of high-value accounts. Unlike other ABM models that may target larger volumes of accounts, SABM involves a more one-to-one approach, where marketing and sales teams work closely to tailor every aspect of the customer journey to the specific needs, preferences, and challenges of each account. This method is often employed by large enterprises or businesses with longer sales cycles, where the value of each customer is significant enough to justify the intense level of personalization and effort involved.

The strategic nature of this approach involves creating highly customized content such as white papers, case studies, webinars, and workshops that are directly aligned with the interests and pain points of the target accounts. By deeply understanding the business of each account, companies can build meaningful relationships and offer solutions that are specifically tailored to address the challenges faced by each organization. Additionally, strategic ABM campaigns may include personalized outreach from senior leadership or product teams, which helps to create a sense of partnership and fosters trust. This high-touch, relationship-building model has proven to be highly effective in driving long-term customer loyalty, increasing deal sizes, and improving conversion rates, making it the preferred choice for many B2B companies targeting large, high-value customers. Despite its high cost and resource requirements, the return on investment (ROI) from Strategic ABM is typically higher due to the long-term revenue generated from these high-value accounts.

The account-based marketing market research report presents the analysis of each segment from 2020 to 2030 considering 2024 as the base year for the research. The compounded annual growth rate (CAGR) for each respective segment is calculated for the forecast period from 2025 to 2030.

Historical & Forecast Period

• 2020-23 – Historical Year
• 2024 – Base Year
• 2025-2030 – Forecast Period

Market Segmentation:

By Account Type:

• Strategic Account-based Marketing
• Account-based Marketing Lite
• Programmatic Account-based Marketing

By Component:

• Tools
• Services

By Deployment:

• On-premises
• Cloud

By Organization Size:

• Small and Medium-sized Enterprises (SMEs)
• Large Enterprises

By End-Use Industry:

• Media, Telecommunications, and IT
• BFSI
• Retail, and eCommerce
• Healthcare and Life Sciences
• Automotive and Manufacturing
• Government and Public Sector
• Others

By Region:

• North America
• Europe
• Asia Pacific
• Latin America
• Middle East & Africa

Regional Analysis:

Geographically, the North American region is the dominant market for account-based marketing (ABM), holding the largest revenue share of around 1/3 market share of the global market. This dominance is primarily attributed to the high adoption of digital marketing technologies and the presence of numerous B2B organizations that leverage ABM strategies to enhance their marketing efforts. The United States, in particular, has been a leader in the ABM space, with many companies, especially in sectors like technology, healthcare, and financial services, heavily investing in ABM to target high-value accounts. The region benefits from well-established infrastructure, a high level of technological innovation, and an early adoption of data-driven marketing tools, making it ideal for implementing sophisticated ABM campaigns. North America’s extensive business ecosystem and competitive markets further drive the demand for more personalized, targeted marketing approaches, ensuring ABM’s widespread application.

Additionally, North American businesses are increasingly turning to AI-powered ABM solutions, enabling them to deliver highly personalized messaging at scale. With the proliferation of cloud technologies and marketing automation platforms, companies in the region can implement seamless ABM strategies that integrate with other digital marketing tools and customer relationship management systems. The growing number of ABM software providers and consultants in the region further supports its dominance. Moreover, the focus on improving customer retention and driving customer lifetime value through ABM strategies aligns well with the region’s emphasis on customer-centric marketing approaches. This technological maturity, combined with a strong market focus on personalization and ROI-driven strategies, ensures that North America remains the largest and most advanced region in the ABM market.

Competitive Landscape:

Some of the prominent market players operating in the global account-based marketing market are Demandbase, 6sense, RollWorks, Madison Logic, and Marketo (Adobe). Companies are exploring markets by expansion, new investment, the introduction of new services, and collaboration as their preferred strategies. Players are exploring new geography through expansion and acquisition to gain a competitive advantage through joint synergy.

Key Companies:

• Demandbase
• 6sense
• RollWorks
• Madison Logic
• Marketo (Adobe)
• Engagio
• HubSpot
• Influ2
• Madison Logic
• Oracle
• SAP
• Salesforce

Key Questions Answered by Account-based Marketing Market Report

• Global account-based marketing market forecasts from 2025-2030
• Regional market forecasts from 2025-2030 covering Asia-Pacific, North America, Europe, Middle East & Africa, and Latin America
• Country-level forecasts from 2025-2030 covering 15 major countries from the regions as mentioned above
• Account-based marketing submarket forecasts from 2025-2030 covering the market by account type, component, deployment, organization size, end-use industry, and geography
• Various industry models such as SWOT analysis, Value Chain Analysis about the market
• Analysis of the key factors driving and restraining the growth of the global, regional, and country-level account-based marketing markets from 2025-2030
• Competitive Landscape and market positioning of top 10 players operating in the market