Account-based Marketing Market - Global Forecast 2025-2030

The Account-based Marketing Market size was estimated at USD 1.51 billion in 2024 and expected to reach USD 1.67 billion in 2025, at a CAGR 10.87% to reach USD 2.80 billion by 2030.

Account-based marketing has transitioned from a specialized tactic to a foundational strategy for B2B organizations striving to engage high-value accounts with precision and purpose. In today’s environment, where buyers command unprecedented control over the purchase process and demand personalized, relevant interactions, ABM stands out as a structured approach to align sales and marketing on shared objectives. Implementing ABM effectively requires an understanding of evolving buyer behavior, the complex technology landscape, and the economic forces that influence strategic investments.

Against a backdrop of rapid digital transformation, enterprises and midmarket businesses alike are investing in technologies and processes that enable them to identify, prioritize, and nurture the accounts most likely to drive long-term growth. This shift toward targeted engagement reflects broader changes in how organizations allocate budgets, evaluate performance, and build cross-functional collaboration. By centering resources on key accounts, companies can streamline their go-to-market efforts, reduce waste, and deliver measurable outcomes that resonate across the executive suite.

The account-based marketing landscape is defined by rapid technological advancements and shifting organizational priorities. Foremost among these is the emergence of AI as a core enabler of hyper-personalization. Marketers are increasingly leveraging machine learning and generative AI to analyze vast datasets, predict account behavior, and automate customized campaign experiences, enabling meaningful engagement at scale. In fact, 84% of practitioners report using AI to enhance personalization in their ABM programs, driving higher conversion rates and deeper account relationships.

Simultaneously, ABM has embraced a data-first philosophy where firmographic, technographic, and intent data underpin every stage of the buyer journey. Organizations that consolidate and activate these diverse data sources are able to identify in-market opportunities sooner and allocate resources more effectively. Research shows that companies using real-time intent signals outperform peers, securing competitive advantage through timely and contextually relevant outreach.

Moreover, omnichannel orchestration has risen to the forefront of ABM strategies. Leading teams coordinate seamless interactions across email, display, social media, events, and emerging channels like video podcasts, ensuring a consistent narrative that guides accounts through each buying phase. To support this complexity, best-of-breed platforms continue to innovate, while many organizations evaluate platform consolidation versus integrated suites to balance depth of functionality against ease of management.

Finally, the integration of sales and marketing has never been more critical. Successful ABM programs embed sales, marketing, and customer success around a unified ideal customer profile, aligning goals, metrics, and incentives. This deep alignment accelerates pipeline velocity, increases win rates, and fosters sustained collaboration across the revenue team.

In 2025, the United States implemented an unprecedented expansion of tariffs across a broad range of imports, reshaping cost structures for businesses reliant on global supply chains. During the first half of the year, the average applied US tariff rate surged from 2.5% to an estimated 27%, marking the highest level in over a century. Although subsequent policy adjustments brought the rate down to approximately 15.8% by June, the cumulative effect has been a notable increase in procurement expenses for technology hardware, industrial equipment, and key raw materials.

Steel and aluminum, vital inputs for data center construction and infrastructure deployments, experienced twin 50% tariffs on March 12 and June 4, respectively. These measures extended to derivative products and household appliances, intensifying scrutiny of supply chain resilience. Meanwhile, sector-specific investigations signaled potential future levies on semiconductors, pharmaceuticals, and other mission-critical components. The combined impact has driven organizations to reassess on-premise investments, explore hybrid and public cloud alternatives, and renegotiate vendor contracts to mitigate cost inflation in their ABM technology stacks.

As procurement teams navigate these market realities, many have accelerated their transition to cloud-based deployment models to offset capital expenditures on hardware. Cloud providers, in turn, have adjusted pricing and service-level agreements, requiring ABM leaders to incorporate tariff-related cost considerations into their budgeting and vendor selection processes. In parallel, businesses have explored domestic sourcing and strategic inventory management to buffer against tariff volatility, ensuring continuity of marketing technology operations and minimizing disruptions to campaign execution.

Insightful segmentation underpins the strategic execution of account-based marketing by illuminating the most effective paths to engage and convert target accounts. Examining deployment modalities reveals a clear preference for cloud solutions - whether hybrid, private, or public - among organizations seeking scalability, rapid provisioning, and reduced capital outlay, while on-premise adopters continue to prioritize security controls and custom integrations for mission-critical applications.

Within the product spectrum, specialized tools for account selection, advertising, analytics, campaign orchestration, and sales enablement each play distinct roles in the ABM lifecycle, and selecting the optimal combination requires a nuanced understanding of organizational priorities and existing technology stacks. Industry verticals such as BFSI with its banking and insurance subsegments, healthcare across clinics and hospitals, IT and telecom covering service providers and IT services, discrete and process manufacturing, and the dual channels of online and store-based retail each present unique buyer expectations, regulatory landscapes, and purchase cadences that inform tailored program designs.

Organizational scale further differentiates requirements; enterprise customers - both large and midmarket - often demand extensive customization, deep analytics, and global campaign coordination, whereas SMBs, spanning micro to small businesses, seek streamlined solutions that deliver rapid time to value and leverage self-service capabilities. Distribution channels, from direct engagements to reseller and system integrator partnerships, shape go-to-market models, influencing enablement, support structures, and co-marketing opportunities.

Finally, delineating program objectives by application reveals how marketing-driven content and email strategies, sales-focused AB testing and lead scoring initiatives, and service-led customer success and support experiences can be orchestrated to guide accounts through awareness, consideration, and retention stages with precision and impact.

Regional dynamics exert a profound influence on account-based marketing maturity and investment patterns. In the Americas, particularly the United States, advanced digital infrastructure, robust cloud adoption, and a business climate shaped by evolving trade policies underpin high ABM uptake. Organizations here often lead in experimentation with AI-driven features, intent data integration, and comprehensive measurement frameworks.

Europe, the Middle East, and Africa present a mosaic of markets, each with distinct regulatory regimes and cultural nuances. GDPR-era privacy constraints in the EU have catalyzed investments in privacy-first data management and consent-driven personalization, while Middle Eastern and African markets are rapidly bridging digital divides, combining mobile-first strategies with emerging B2B e-commerce channels to engage accounts across diverse sectors.

Across the Asia-Pacific region, accelerated digital transformation, burgeoning cloud ecosystems, and strong government support for industry digitalization have fueled rapid ABM adoption. Markets such as Australia, Japan, South Korea, and Singapore display high maturity levels, leveraging local data centers and multilingual content strategies, whereas emerging economies are adopting ABM as part of broader efforts to attract foreign investment and modernize traditional industries.

Leading technology providers are continuously innovating to meet the evolving needs of account-based marketers. Demandbase recently unveiled a reimagined go-to-market intelligence platform that unifies sales and marketing data to deliver prescriptive insights and a modernized brand experience, reinforcing its position as a pioneer in AI-driven account-based solutions. Meanwhile, the merger of DemandScience and Terminus has created a combined global leader in B2B revenue marketing, bringing together advanced account-based orchestration capabilities and comprehensive omnichannel engagement tools under a single brand umbrella.

At the same time, 6sense continues to advance its AI-driven go-to-market platform, spotlighting innovations such as AI agents, model lifecycle management, and conversational email features at its Breakthrough 2024 event. These enhancements underscore the strategic value of predictive analytics and autonomous workflows in scaling ABM programs and accelerating revenue outcomes.

Beyond these marquee players, an ecosystem of specialized vendors and emerging challengers is driving competition and choice, empowering practitioners to assemble best-of-breed stacks that address niche requirements and continuously adapt to new channels, technologies, and buyer expectations.

To maximize the impact of account-based marketing, industry leaders must commit to strategic alignment, ensuring that marketing, sales, and customer success teams operate from a unified ideal customer profile and shared performance metrics. This alignment fosters seamless collaboration, accelerates pipeline velocity, and improves win rates by eliminating silos and clarifying responsibilities across the buyer journey.

Investing in high-quality intent and behavioral data is equally critical. Organizations should prioritize real-time signals that identify accounts demonstrating actionable buying signals, enabling proactive and timely outreach. In parallel, establishing rigorous data hygiene and integration practices will safeguard campaign precision and reinforce trust in analytics-driven decision-making.

Embracing AI thoughtfully offers significant advantages, yet it demands a disciplined approach. Leaders should start with specific use cases-such as predictive account scoring or personalized content generation-and measure impact before scaling. This iterative method allows teams to refine models, uphold ethical standards, and preserve the human judgment crucial to complex B2B interactions.

Finally, adopting a culture of continuous optimization through ongoing measurement, experimentation, and feedback loops will ensure that ABM programs evolve in step with market dynamics. By integrating cross-channel attribution, leveraging advanced analytics, and fostering a test-and-learn mindset, organizations can sustain competitive differentiation and unlock long-term revenue growth.

This account-based marketing report is built on a robust, multi-phase research framework that balances quantitative rigor with qualitative insights. The process began with an extensive review of publicly available data, including trade publications, government tariff schedules, and financial filings, to establish an objective baseline on macroeconomic and industry trends.

Primary research efforts included in-depth interviews with senior marketing and revenue operations leaders at enterprise and midmarket organizations. These conversations provided first-hand perspectives on technology adoption, campaign execution, and the operational impact of external factors such as tariffs and regional regulations.

Complementing these insights, a comprehensive vendor survey gathered data on solution capabilities, deployment models, and platform innovation from leading ABM technology providers. All findings were triangulated with third-party data sources and validated through an expert advisory panel composed of seasoned practitioners and industry analysts.

Finally, thematic analysis distilled the key segmentation, regional, and competitive insights that form the backbone of this report. This rigorous methodology ensures that our conclusions and recommendations are grounded in real-world practice and reflect the most current developments in the account-based marketing domain.

As account-based marketing continues to mature, organizations that strategically integrate AI, real-time data, and cross-functional alignment will gain a decisive advantage in engaging their most valuable accounts. The interplay between technological innovation and shifting economic forces-exemplified by 2025’s expanded US tariffs-underscores the need for adaptability and proactive risk management in campaign planning and technology procurement.

Segment-specific analyses highlight the importance of tailoring solutions to deployment preferences, product capabilities, industry nuances, organizational scale, distribution channels, and application objectives. Regional insights reveal varied adoption patterns and regulatory considerations across the Americas, EMEA, and APAC, demonstrating that successful ABM programs must be localized yet globally coherent.

Finally, a review of key market participants shows that while established leaders continue to advance platform capabilities through AI and integrations, consolidation and emerging challengers are enriching the competitive landscape. By embracing a disciplined, data-driven approach and fostering continual optimization, revenue teams can unlock sustained growth and resilient performance in a dynamic marketplace.

Ready to elevate your account-based marketing efforts and gain a competitive edge? Reach out to Ketan Rohom, Associate Director of Sales & Marketing, to secure your comprehensive market research report today. His expert guidance will help you unlock the strategic insights, data-driven analysis, and actionable recommendations tailored to your organization’s goals. Don’t miss the opportunity to transform your ABM strategies-contact Ketan Rohom to advance your revenue-generating initiatives with confidence and clarity