Account-Based Marketing (ABM) Market, By Type (Strategic ABM, ABM Lite, and Programmatic ABM), By Application (Small and Medium-sized Enterprises (SMEs) and Large Enterprises), and By - Trends, Analysis and Forecast till 2034

Account-Based Marketing (ABM) Market was valued at USD 1.2 Billion in 2024 and is projected to grow at a CAGR of 13.1% to reach USD 3.7 Billion by 2034.

Account-based marketing (ABM) is a kind of commercial marketing that focuses resources on a group of target customers within a market. It makes use of tailored campaigns to interact with individual accounts, focusing the marketing message on the unique requirements and characteristics of each account. Beyond merely lead generation, ABM methods also use a more comprehensive marketing approach. One of the keys to maximizing the value of your largest accounts is to market to current client accounts to promote cross-selling and upselling.

Business-to-business (B2B) marketers who want to improve pipeline quality, hold onto top customers longer, and raise the income those accounts generate might benefit from ABM's emphasis on forging closer bonds with high-value customers. As opposed to replacing traditional lead generation, ABM is supposed to supplement and assist it. Additionally, keep in mind that ABM is a strategy rather than a product; it is something your goods promote. Any B2B marketing team may run a successful ABM strategy if they have the necessary people and plans in place.

Getting the attention of shoppers now appears considerably different from what it did a few years ago. To effectively promote a company, marketers need to take into account the constantly changing landscape of media and technology. Businesses need to choose tactics that maximize return on investment, such as deciding on an account-based marketing approach. Therefore, factors like the rising usage of social media for advertising purposes and the heightened need to target specific audiences are propelling the target market over the forecast period. The difficulty of implementing such tactics in the industry is one of the primary obstacles preventing the target market from being reached.

Account-Based Marketing (ABM) Market Drivers:

Growing usage of social media for advertising purposes   

• Owing to the abundant user data that social media sites provide, marketing campaigns may be extremely customized. ABM practitioners can identify optimal accounts and adjust messaging based on online behavior, interests, and demographics. Personalized outreach and relationship-building with key decision-makers at target accounts are two of the reasons social media may be an effective tool for account-based marketing (ABM). Businesses may utilize social media to provide material that will appeal to their target audience in addition to interacting directly with target accounts and decision-makers. Content that highlights the benefits of the company's goods or services, such as case studies, whitepapers, and blog entries, might be included here.
• For example, a Forbes advisor's data from May 2023 suggests that businesses are frequently among the first to harness the potential of new technology, thus it makes sense that 77% of small businesses use social media to engage with their clientele in an increasingly digital business environment. Not only do 44% of small businesses use social media to increase brand awareness, but 41% also rely on it to drive income.

Quite useful in the identification and targeting of the proper audience 

• Throughout the buyer lifecycle, account-based marketing promotes collaboration between sales and marketing departments. They collaborate closely to identify target accounts, create tailored marketing for them, and maintain alignment while advancing specific customers along the pipeline. It's a potent, laser-like strategy that goes after particular, valuable prospects to close them. Rather than concentrating on broad audiences, ABM centers its efforts on producing content tailored to individual prospects at specific companies that your company wishes to partner with. Because ABM enables you to target numerous decision-makers, this is particularly beneficial if your organization caters to enterprise customers.

Account-Based Marketing (ABM) Market Restrains:

The intricacy involved in implementing these techniques

• The challenges associated with implementing such methods in the market are a significant deterrent for the target market. Significant time, financial, and human resources are needed to plan and carry out effective ABM programs. For smaller firms, customizing messages for a small number of accounts can need a significant investment of resources.

Account-Based Marketing (ABM) Market Opportunities:

• It makes sense that future innovation in ABM will primarily focus on two areas: account identification and marketing personalization, as the core of the strategy is personalizing engagement with top accounts to optimize revenue. However, automation and AI will be the keys to innovation in these fields. Launching ABM projects will be faster and more confident than ever thanks to new AI capabilities in machine learning and deep learning. To analyze and find new accounts based on their intent to engage with you, these technologies will make novel use of the data in your CRM.

Account-Based Marketing (ABM) Market is segmented based on type, application, and region.

Type Insights

• Strategic ABM: Strategic ABM is usually reserved for active, valuable accounts. The sales, marketing, and executive teams use this strategy to build rapport with these clients to upsell and cross-sell products. Teams develop hyper-targeted account marketing strategies for one to five accounts with distinct, recognizable demands when they use strategic account-based marketing (ABM).
• ABM Lite: ABM Lite is a wonderful choice for businesses that want to add tools and personnel and have flexible budgets. Establishing these B2B account groups would still require the user to have a deep understanding of your desired customer personalities, profiles, and segments. You can still write them very specifically targeted messages.
• Programmatic ABM: Programmatic ABM classifies customers based on their company's demands, objectives, and obstacles, much like one-to-few marketing does. Nevertheless, programmatic ABM unites hundreds or even thousands of accounts based on consumer profiles rather than concentrating on up to ten accounts.

Application Insights

• Small and Medium-sized Enterprises (SMEs): Despite common assumptions, ABM tactics can also be successful for small and medium businesses. ABM could be a very successful technique for small businesses that have a niche product or service and few high-value accounts. They may make the most of their resources and boost conversion rates by concentrating their efforts on a small number of high-potential accounts.
• Large Enterprises: Large enterprises are the ideal organizations to apply conventional ABM techniques. They can fund extensive ABM campaigns that feature specialized account teams, highly customized material, and criteria for selecting accounts. The long-term growth objectives of major organizations are in line with the patience and financial resources needed for ABM.

Regional Insights:

Account-Based Marketing (ABM) Market Regional Insights

• North America market is estimated to witness a significantly high revenue share over the forecast period, owing to increased adoption and penetration of such marketing solutions in the region. The U.S. region is at the forefront in using these marketing strategies due to the presence of major enterprises which in turn make use of ABM to strengthen the bond between shareholders and buyers.
• Asia Pacific market is estimated to witness the fastest revenue share due to the increasing prevalence of users equipped with digital technologies, growth in online sales and e-commerce sector, and ever-growing social media users in the region.
• Europe market is expanding steadily with a thriving business-to-business (B2B) industry that is heavily dominated by global firms. For ABM techniques, this means a plethora of possible high-value accounts.
• Latin America market is an emerging region and is anticipated that this region will grow moderately as marketing budgets rise and ABM knowledge increases.
• The Middle East & Africa market is in its developmental stages and boasts rapidly expanding economies that draw in global capital and encourage the growth of new companies.

Account-Based Marketing (ABM) Market Report Scope:

Segments Covered in the Report:

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2024 to 2034. For this study segmented the Account-Based Marketing (ABM) Market report based on type, application, and region:

Account-Based Marketing (ABM) Market, By Type:

• Strategic ABM
• ABM Lite
• Programmatic ABM

Account-Based Marketing (ABM) Market, By Application:

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

Account-Based Marketing (ABM) Market, By Region:

• North America
  • U.S.
  • Canada
• Europe
  • Germany
  • UK
  • France
  • Russia
  • Italy
  • Rest of Europe
• Asia Pacific
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia Pacific
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America
• Middle East & Africa
  • GCC
  • Israel
  • South Africa
  • Rest of Middle East & Africa

The key players operating the Account-Based Marketing (ABM) Market includes Demandbase, Inc., InsideView Technologies, Inc., 6Sense Insights, Inc., Act-On Software, Inc., AdDaptive Intelligence, Albacross Nordic AB, Celsius GKK International, Drift, Inc., Engagio, Inc., and Evergage, Inc.

• In May 2024, Demandbase, the pioneer of account-based go-to-market (GTM) powered by artificial intelligence (AI)—announced that users can now create several purchase journeys tailored to their unique motions for distinct items or business divisions. Demandbase is the First GTM Platform to Provide ABM Customers with Several Buyer Journeys. Demandbase, the first GTM supplier with these features, intended to give clients with more complicated requirements a method to track account progress and establish distinct buyer journeys.

• Demandbase, Inc.*
• InsideView Technologies, Inc.
• 6Sense Insights, Inc.
• Act-On Software, Inc.
• AdDaptive Intelligence
• Albacross Nordic AB
• Celsius GKK International
• Drift, Inc.
• Engagio, Inc.
• Evergage, Inc.