Account-baseding Market Trends and Forecast
The future of the global account-based marketing market looks promising with opportunities in the media, telecommunications, & IT, BFSI, healthcare & life science, retail & e-commerce, automotive & manufacturing, and government & public sector markets. The global account-based marketing market is expected to grow with a CAGR of 17.9% from 2025 to 2031. The major drivers for this market are the rising demand for personalized marketing, the growing adoption of ai and automation tools, and the increasing focus on customer retention and long-term value.
• Lucintel forecasts that, within the account type category, strategic account-based marketing is expected to witness the highest growth over the forecast period.
• Within the end use category, media, telecommunications, & IT is expected to witness the highest growth.
• In terms of region, North America is expected to witness the highest growth over the forecast period.
Gain valuable insights for your business decisions with our comprehensive 150+ page report. Sample figures with some insights are shown below.
Emerging Trends in the Account-based Marketing Market
The account-based marketing industry is undergoing a dramatic transformation, getting over simple account targeting to adopt advanced technologies and combined strategies. This is propelled by the need for B2B businesses to attain greater return on investment, improve sales cycles, and establish more sophisticated relationships with their most promising clients. These new trends are not incremental advances but a basic redesign of the way marketing and sales work together, fueled by data and automation, to provide hyper-personalized experiences.
• Hyper-Personalization at Scale: This trend goes beyond simple personalization (utilizing a company name) to provide content and experiences personally relevant to the unique needs, pain points, and behaviors of specific stakeholders within target accounts. This is made possible by sophisticated data analytics and AI. The effect is much higher levels of engagement, richer account relationships, and finally, higher conversion rates and bigger deal sizes. It makes sure that every touchpoint connects in a direct manner with the recipient, making the outreach so much more relevant and effective.
• AI and Machine Learning Driven ABM: Artificial intelligence and machine learning are becoming the centerpiece of ABM strategies. AI platforms automate work, offer predictive analytics to recognize high-potential accounts, score leads based on intent signals, and even create customized content in real-time. The result is a manifold increase in efficiency, precision, and scalability of ABM campaigns. AI enables marketers to allocate resources more effectively, fine-tune the timing of outreach, and send hyper-personalized messaging without considerable manual labor.
• Account-Based Everything (ABE) and Sales-Marketing Alignment: The Account-Based Everything movement puts focus on the alignment and unification of sales, marketing, and customer success teams around common account objectives. ABM has graduated from being a marketing function to a comprehensive business approach. The effect is a more unified customer experience, better interdepartmental communication, and a single way of account engagement that results in faster sales cycles, increased win rates, and better customer retention and expansion.
• Omnichannel Engagement and Orchestration: This movement targets providing a consistent and relevant experience in every conceivable channel through which target accounts may connect, such as email, social media, targeted advertising, custom websites, direct mail, and live events. The coordination of these channels provides an uninterrupted buyer journey. The effect is a more extensive and influential presence with the key decision-makers, preventing scattered messaging and optimizing touchpoints. This process achieves robust brand recall and enforces value propositions.
• Better Measurement and Attribution for ROI: Increased requirements exist for more advanced measurement and attribution models within ABM to demonstrate return on investment clearly. This is through the monitoring of account engagement scores, pipeline creation, deal velocity, and revenue impact, breaking away from standard lead-based metrics. The effect is increased accountability for marketing activities, better justification for investments in ABM, and the potential to optimize constantly based on data-driven results, providing a direct correlation between ABM activities and business outcomes.
These trends are fundamentally transforming the account-based marketing market to make it smarter, connected, and results-oriented. They are shifting ABM from a tactical tactic to a strategic necessity, powering greater alignment between marketing and sales, driving deeper customer connections, and driving measurable revenue increase through accuracy targeting and hyper-personalization. The net result is a more productive and efficient B2B marketing system.
Recent Development in the Account-based Marketing Market
The account-based marketing space is undergoing major developments at present, powered by technological innovation, escalating demand for tailored B2B approaches, and greater emphasis on return on investment. Overall, these are reshaping the way companies identify, interact with, and maintain high-value accounts. From emerging specialized software to emerging advanced analytics, the ABM industry is proactively evolving to address calls for more effective, less wasteful, and more effective marketing campaigns.
• Spread of ABM Software Platforms: One remarkable development is the accelerated expansion and maturation of specialized ABM software platforms. Such platforms provide account identification functionality, intent data analysis, personalized content, and campaign orchestration. The effect is greater accessibility for even small businesses to adopt ABM practices, automating sophisticated procedures and giving full-fledged tools to carry out targeted campaigns with improved efficiency. This has democratized ABM, extending it beyond large organizations.
• Artificial Intelligence and Machine Learning Integration: The incorporation of AI and machine learning into ABM platforms is the turning point. AI allows predictive analytics for account scoring, detects buying signals, and even helps with creating personalized content at scale. The effect is a staggering level of improvement in targeting accuracy and campaign effectiveness. AI streamlines what were previously manual tasks, free for marketers to get back to strategy and creativity, resulting in greater engagement rates and improved conversion outcomes.
• Focus on Sales and Marketing Alignment: There is an increased emphasis on having sales and marketing teams work together seamlessly in ABM programs. This involves common objectives, merged tech stacks, and collaborative planning meetings. The effect of this is a more unified strategy in engaging target accounts, breaking down silos and having consistent messaging across the buyerÄX%$%Xs journey. Alignment results in smoother lead handoffs, reduced sales cycles, and overall better revenue growth.
• Intent Data and Account Intelligence Rise: The growing application of intent data, which targets accounts actively searching for solutions, is a key phenomenon. Coupled with this is strong account intelligence platforms yielding more detailed understanding of target accountsÄX%$%X firmographics, technographics, and organizational hierarchies. The result is wiser account prioritization and earlier and more targeted outreach. Marketers are able to approach accounts when they are most open to a solution, greatly improving the chance of conversion.
• Prioritize Omnichannel Engagement and Personalization: Current trends prioritize creating an actual personalized experience across channels. This involves synchronizing personalized messages across email, programmatic advertising, social media, web content, and direct mail. The result is a richer, more cohesive, and extremely pertinent experience for major stakeholders within target accounts. Through this integrated approach, relationships are enhanced, trust built, and the marketing message resonates deeply with each individual, enhancing overall campaign effectiveness.
These latest advancements are combined to alter the account-based marketing market as a whole to make it smarter, combined, and result-oriented. These are making businesses capable of running highly customized and effective campaigns, promoting increased collaboration between sales and marketing, and eventually achieving quantifiable revenue boosts through an exact attention to high-value accounts.
Strategic Growth Opportunities in the Account-based Marketing Market
The account-based marketing market offers large strategic growth opportunities, fueled by the growing demand for targeted and effective B2B marketing. These opportunities range across different uses, addressing the use of technology to create greater personalization, better sales and marketing alignment, and greater market reach. Finding and acting on these main areas is most important for companies seeking to maximize their ABM strategies and realize higher return on investment through targeting high-value accounts.
• Personalized Content and Campaign Delivery: One of the most important growth prospects is to create more advanced applications for hyper-personalizing content and campaign distribution. This involves dynamic web content specific to particular accounts, highly personalized email streams, and digital advertising that is targeted to account-specific requirements and pain areas. The effect is exponentially higher engagement and conversion rates since messages are deeply resonating with the recipient. This also facilitates optimal utilization of marketing assets by targeting very relevant content.
• Sales and Marketing Enablement Tools: There is tremendous potential in building and combining tools that support sales and marketing alignment, allowing for effortless collaboration in ABM efforts. These range from collaborative dashboards, real-time communication tools, to content libraries shared by both teams, presenting consistent messaging and coordinated outreach. The effect is better sales cycle efficiency, more effective internal cooperation, and an aligned customer experience, resulting in increased win rates and successful account penetration.
• Advanced Account Intelligence and Intent Data Platforms: Additional growth lies in further development and deployment of platforms that offer deep account insight, such as firmographics, technographics, and most notably, real-time intent data. These platforms assist in finding accounts that are actively searching for solutions and foresee their readiness to buy. The result is extremely effective account prioritization that allows marketing and sales organizations to target the most likely accounts, creating better leads and a reduced sales cycle.
• CRM and Marketing Automation System Integration: Strategic expansion opportunities lie in the effortless integration of ABM platforms into current CRM (Customer Relationship Management) and marketing automation systems. This provides a single, coherent view of customer activities and data throughout all phases of the marketing and sales funnel. The effect is more accurate data, better campaign orchestration, and an overall view of account engagement, resulting in better-informed decisions and maximized resource utilization for ABM efforts.
• Programmatic ABM and Account-Based Advertising (ABA): Enlarging programmatic ABM and account-based ad app use cases enables businesses to show highly targeted display and social ads to specific humans in target accounts. This takes advantage of ad tech platforms to provide the right marketing messages to the correct decision-makers at the correct companies. The result is more brand awareness and engagement within target accounts, pushing them further along the sales cycle, and providing a saleable means of delivering account-focused outreach.
These strategic growth possibilities are having a deep influence on the account-based marketing market by redefining it as a more targeted, data-driven, and collaborative way of B2B selling and marketing. With these applications, companies can obtain unmatched degrees of personalization, optimize their processes, and ultimately generate higher revenue growth through concentrated interaction with high-value accounts.
Account-based Marketing Market Driver and Challenges
The account-based marketing market is influenced by a multifaceted set of forces. Key drivers and challenges are multiple technological, economic, and regulatory factors that drive the growth and development of the market. While the growing need for one-to-one marketing and enhanced return on investment drive the market on the one hand, data management issues, sales and marketing misalignment, and talent deficit emerge as major impediments on the other. Recognizing these dynamics is important for effective market navigation as well as its sustainable development.
The factors responsible for driving the account-based marketing market include:
1. Higher ROI Demand in B2B Marketing: Companies are looking more closely at their marketing expense and demanding clearer, quantifiable returns. ABM, because it is concentrated on high-value accounts, tends to produce a better return on investment than traditional broad-based marketing. The result is that companies have a compelling case in favor of adopting ABM, as it makes it possible to focus resources on accounts with the highest chance of converting, eliminating wasted effort and having tangible business results.
2. Personalize Customer Experiences: In the competitive B2B environment today, generic messaging doesnÄX%$%Xt work. Organizations see the need to provide highly personalized and relevant experiences to key decision-makers in target accounts. ABM is the best for this, enabling customized content, messaging, and outreach approaches. The result is greater engagement, improved relationships, and better conversion rates, with the communication specifically addressing the distinct needs and challenges of each account.
3. Marketing Technology and AI innovations: The swift development of marketing technology, especially in artificial intelligence, machine learning, and data analytics platforms, is a key driver. These technologies support advanced account identification, intent data analysis, automated personalization, and campaign orchestration. The effect is increased efficiency, scalability, and accuracy in the delivery of ABM initiatives, facilitating companies to easily deploy and manage advanced account-centric campaigns.
4. Increased Emphasis on Sales and Marketing Alignment: There is growing awareness that sales and marketing have to work together closely to realize B2B success. ABM naturally encourages this alignment because it demands shared goals, processes, and aligned target account view. The effect is better communication, smooth lead handoffs, and a more aligned customer journey from first touch to deal close, resulting in shorter sales cycles and increased win rates.
5. Higher Value of High-Value Accounts: For most B2B businesses, a few large, high-value accounts account for an oversized percentage of revenue. ABM enables businesses to apply dedicated resources and tactics to win, develop, and retain these key accounts. The end result is maxed-out resource utilization, enhanced client relationships, and optimized customer lifetime value, since companies allocate resources to those accounts with the greatest potential revenue impact.
Challenges in the account-based marketing market are:
1. Data Administration and Quality Challenges: Successful ABM is critically dependent on precise, complete, and up-to-date information regarding target accounts and their stakeholders. Obstacles include data silos, disparate data formats, and sheer data volumes to handle. The consequence is poor targeting, inappropriate messaging, and wasted resource allocation if the fundamental data are faulty, negating the very accuracy that ABM delivers.
2. Sales and Marketing Misalignment: In spite of ABMÄX%$%Xs focus on alignment, true collaboration between marketing and sales teams continues to be a real challenge for most organizations. This can be due to various goals, compensation plans, or past departmental silos. The result is disjointed customer experiences, lost opportunities, and internal conflict, which prevent the effortless deployment of ABM initiatives and lower its general efficacy.
3. Talent and Skill Gaps: Scaling and deploying ABM needs dedicated skills across domains such as data analysis, content personalization, technology integration, and strategic account management. It is not easily possible for most organizations to make these skills available internally or provide the necessary resources to train internally. The consequence is challenges to maximize ABM platforms, run advanced campaigns, and accurately measure performance, thus curtailing the potential return from investments on ABM.
The net effect of these drivers and challenges on the account-based marketing market is an energetic thrust towards integration and sophistication. As the unmistakable advantages of personalization and increased ROI propel adoption end masse, the market has to consistently overcome challenges concerning data integrity, cross-functional alignment, and nurturing specialized talent. Tactics in ABM will become more and more reliant on how a company can use technology to get past these obstacles and actually align its sales and marketing forces around customer-focused, high-value accounts.
List of Account-baseding Companies
Companies in the market compete on the basis of product quality offered. Major players in this market focus on expanding their manufacturing facilities, R&D investments, infrastructural development, and leverage integration opportunities across the value chain. With these strategies account-based marketing companies cater increasing demand, ensure competitive effectiveness, develop innovative products & technologies, reduce production costs, and expand their customer base. Some of the account-based marketing companies profiled in this report include-
• Adobe
• Demandbase
• Engagio
• HubSpot
• Influ2
• Madison Logic
• Oracle
• RollWorks
• SAP
• Salesforce
Account-baseding Market by Segment
The study includes a forecast for the global account-based marketing market by account type, organization size, end use, and region.
Account-based Marketing Market by Account Type [Value from 2019 to 2031]:
• Strategic account-based Marketing
• Account-based Marketing Lite
• Programmatic Account-based Marketing
Account-based Marketing Market by Organization Size [Value from 2019 to 2031]:
• Small & Medium Enterprises
• Large Enterprises
Account-based Marketing Market by Region [Value from 2019 to 2031]:
• North America
• Europe
• Asia Pacific
• The Rest of the World
Country Wise Outlook for the Account-based Marketing Market
The account-based marketing space is at the moment undergoing a dramatic transformation, evolving from a niche tactic to a mainstream technique within B2B marketing. ItÄX%$%Xs all about a need for more targeted approaches, greater return on investment, and richer customer relationships. Advances in technology, specifically in artificial intelligence and data analysis, are allowing for unimagined levels of customization and streamlining. With companies increasingly valuing quality over quantity in their sales pipelines, ABM is emerging as a necessary tactic to identify, engage, and convert value accounts, thus revolutionizing the customer acquisition and retention strategies of B2B companies.
• United States: The United States dominates the ABM space, led by a mature B2B environment and extensive marketing technology investment. Recent innovations include expanding use of AI-based ABM platforms for predictive insights, hyper-personalization, and automated campaign orchestration. There is intense focus on aligning sales and marketing teams with common objectives and integrated platforms. Organizations are utilizing deep data integration and omnichannel delivery to engage decision-makers with precision accuracy, especially in the tech, finance, and healthcare industries.
• China: ChinaÄX%$%Xs ABM market is on the rise with swift development, driven by the nationÄX%$%Xs accelerated digitalization and growing maturity of its B2B market. Although still evolving in relation to Western markets, Chinese companies are beginning to understand the merits of focused, one-to-one tactics for high-value customers. Trends include the emergence of local ABM solution providers, the integration of ABM within mainstream local communication platforms such as WeChat, and increasing focus on data analytics as a means of identifying accounts and engaging them in a highly localized digital landscape.
• Germany: The ABM market in Germany is growing steadily, driven by its robust manufacturing and industrial bases. Recent trends indicate increased usage of ABM strategies, especially by large organizations to maximize their B2B sales cycles. The emphasis has increased on data privacy laws such as GDPR, which has created demand for GDPR-compliant ABM solutions. German businesses are betting on ABM platforms that provide advanced data management and personalization features while meeting stringent data protection guidelines.
• India: IndiaÄX%$%Xs ABM market is anticipated for noteworthy growth, led by the expansion of its IT, SaaS, and consulting companies that are often targeting overseas customers. Trends involve growing use of programmatic ABM, providing an economical means to scale outreach and tailor communication at the account level. Demand is growing for platforms that enable multilingual targeting and real-time analytics in order to address a diverse and fast digitalizing business landscape.
• Japan: JapanÄX%$%Xs ABM market is changing, with businesses increasingly coming to understand the value of targeted marketing in a relationship-based business culture. Developments have seen the gradual take-up of ABM tools and tactics, especially by businesses with high-value offerings and long sales cycles. Attention is centered on the integration of ABM with existing CRM systems and investigating solutions that deliver high levels of account insight while coping with distinct cultural nuances of B2B communication and decision-making processes.
Features of the Global Account-based Marketing Market
Market Size Estimates: Account-based marketing market size estimation in terms of value ($B).
Trend and Forecast Analysis: Market trends (2019 to 2024) and forecast (2025 to 2031) by various segments and regions.
Segmentation Analysis: Account-based marketing market size by account type, organization size, end use, and region in terms of value ($B).
Regional Analysis: Account-based marketing market breakdown by North America, Europe, Asia Pacific, and Rest of the World.
Growth Opportunities: Analysis of growth opportunities in different account type, organization size, end use, and regions for the account-based marketing market.
Strategic Analysis: This includes M&A, new product development, and competitive landscape of the account-based marketing market.
Analysis of competitive intensity of the industry based on Porter’s Five Forces model.
FAQ
Q1. What is the growth forecast for account-based marketing market?
Answer: The global account-based marketing market is expected to grow with a CAGR of 17.9% from 2025 to 2031.
Q2. What are the major drivers influencing the growth of the account-based marketing market?
Answer: The major drivers for this market are the rising demand for personalized marketing, the growing adoption of ai and automation tools, and the increasing focus on customer retention and long-term value.
Q3. What are the major segments for account-based marketing market?
Answer: The future of the account-based marketing market looks promising with opportunities in the media, telecommunications, & IT, BFSI, healthcare & life science, retail & e-commerce, automotive & manufacturing, and government & public sector markets.
Q4. Who are the key account-based marketing market companies?
Answer: Some of the key account-based marketing companies are as follows:
• Adobe
• Demandbase
• Engagio
• HubSpot
• Influ2
• Madison Logic
• Oracle
• RollWorks
• SAP
• Salesforce
Q5. Which account-based marketing market segment will be the largest in future?
Answer: Lucintel forecasts that, within the account type category, strategic account-based marketing is expected to witness the highest growth over the forecast period.
Q6. In account-based marketing market, which region is expected to be the largest in next 5 years?
Answer: In terms of region, North America is expected to witness the highest growth over the forecast period.
Q7. Do we receive customization in this report?
Answer: Yes, Lucintel provides 10% customization without any additional cost.
This report answers following 11 key questions:
Q.1. What are some of the most promising, high-growth opportunities for the account-based marketing market by account type (strategic account-based marketing, account-based marketing lite, and programmatic account-based marketing), organization size (small & medium enterprises and large enterprises), end use (media, telecommunications, & IT, BFSI, healthcare & life sciences, retail & e-commerce, automotive & manufacturing, government & public sector, and others), and region (North America, Europe, Asia Pacific, and the Rest of the World)?
Q.2. Which segments will grow at a faster pace and why?
Q.3. Which region will grow at a faster pace and why?
Q.4. What are the key factors affecting market dynamics? What are the key challenges and business risks in this market?
Q.5. What are the business risks and competitive threats in this market?
Q.6. What are the emerging trends in this market and the reasons behind them?
Q.7. What are some of the changing demands of customers in the market?
Q.8. What are the new developments in the market? Which companies are leading these developments?
Q.9. Who are the major players in this market? What strategic initiatives are key players pursuing for business growth?
Q.10. What are some of the competing products in this market and how big of a threat do they pose for loss of market share by material or product substitution?
Q.11. What M&A activity has occurred in the last 5 years and what has its impact been on the industry?
For any questions related to Account-baseding Market, Account-baseding Market Size, Account-baseding Market Growth, Account-baseding Market Analysis, Account-baseding Market Report, Account-baseding Market Share, Account-baseding Market Trends, Account-baseding Market Forecast, Account-baseding Companies, write Lucintel analyst at email: helpdesk@lucintel.com. We will be glad to get back to you soon.