Account-Based Marketing Market by Account Type (Strategic Account-Based Marketing, Account-Based Marketing Lite, Programmatic Account-Based Marketing), Component, Deployment Model, Organization Size, Industry Vertical, and Region Global Forecast to 2023
[149 Pages Report] The global account-based marketing market size was USD 534.8 million in 2017, and is projected to reach USD 1,196.9 million by 2023, growing at a Compound Annual Growth Rate (CAGR) of 12.9% during the forecast period. The base year for this study is 2017, and the forecast period is 20182023.
Account-based marketing complements the lead generation strategy, in which businesses turn their attention to high-value accounts and try to reach stakeholders in a personalized manner with the intent to generate more revenue.
Objectives of the Account-Based Marketing Market Report
- To define, describe, and forecast the market based on account types, components, deployment models, organization size, industry verticals, and regions.
- To provide detailed information related to the major factors (drivers, restraints, opportunities, and challenges) influencing the market growth
- To analyze subsegments with respect to the individual growth trends, prospects, and contribution to the total market
- To analyze opportunities in the market for stakeholders and provide the competitive landscape of the market
- To forecast the revenue of the market segments with respect to 5 major regions, namely, North America, Europe, Asia Pacific (APAC), Middle East and Africa (MEA), and Latin America
The research methodology used to estimate and forecast the account-based marketing market begins with capturing the data on key vendors revenues through secondary research sources, such as companies websites, Factiva, and D&B Hoovers. The other secondary sources include annual reports, press releases, and investor presentations of companies; white papers and certified publications; and articles from recognized authors, directories, and databases. The vendor offerings are also taken into consideration to determine the market segmentation. The bottom-up procedure is employed to arrive at the overall market size of the global account-based marketing. After arriving at the overall market size, the total market is split into several segments and subsegments, which are then verified through primary research by conducting extensive interviews with the key people, such as Chief Executive Officers (CEOs), Vice Presidents (VPs), directors, and executives. The data triangulation and market breakdown procedures are employed to complete the overall market engineering process and arrive at the exact statistics for all the segments and subsegments.
The following figure provides the breakup of primary participants profiles:
To know about the assumptions considered for the study, download the pdf brochure
The account-based marketing ecosystem comprises major vendors, such as Demandbase(US), InsideView (US), 6Sense (US), Act-On Software (US), AdDaptive Intelligence (US), Albacross (Sweden), Celsius GKK International (France), Drift (US), Engagio (US), Evergage (US), HubSpot (US), Integrate (US), Iterable (US), Jabmo (France), Kwanzoo (US), Lattice Engines (US), Madison Logic (US), Marketo (US), MRP (US), Radius Intelligence (US), TechTarget (US), Terminus (US), Triblio (US), Uberflip (Canada), and Vendemore (Sweden). Other stakeholders in the market include consulting service providers, Information Technology (IT) service providers, managed service providers, resellers, enterprise users, and technology providers.
Target audience of the account-based marketing market
- Account-based marketing vendors
- Research organizations
- Network and system integrators
- Account-based marketing managed service providers
- Business Intelligence (BI) solution providers
- Marketing analytics executives
- Third-party service providers
- Technology providers
The study answers several questions for the stakeholders, primarily, which market segments to focus in the next 25 years for prioritizing the efforts and investments.
Scope of the Account-Based Marketing Market Report
The research report categorizes the market to forecast the revenues and analyze the trends in each of the following subsegments:
Account-Based Marketing Market By Account Type
- Strategic account-based marketing
- Account-based marketing Lite
- Programmatic account-based marketing
Account-Based Marketing Market By Component
- Tools
- Services
Account-Based Marketing Market By Deployment Model
- On-premises
- Cloud
Account-Based Marketing Market By Organization Size
- Small and Medium-sized Enterprises (SMEs)
- Large Enterprises
Account-Based Marketing Market By Industry
- Media, Telecommunications, and IT
- BFSI
- Retail, and eCommerce
- Healthcare and Life Sciences
- Automotive and Manufacturing
- Government and Public Sector
- Others (Education, and Construction and Engineering)
Account-Based Marketing Market By Region
- North America
- Europe
- Asia Pacific (APAC)
- Latin America
- Middle East and Africa (MEA)
Available Customizations
With the given market data, MarketsandMarkets offers customizations as per the companys specific needs. The following customization options are available for the report:
Geographic Analysis
- Further breakup of the North American account-based marketing market
- Further breakup of the European market
- Further breakup of the APAC market
- Further breakup of the MEA market
- Further breakup of the market
Company Information
- Detailed analysis and profiling of additional market players
The global account-based marketing market size is expected to grow from USD 651.9 million in 2018 to USD 1,196.9 million by 2023, at a Compound Annual Growth Rate (CAGR) of 12.9% during the forecast period. Major growth drivers for the market include the focus on identifying the right audience, growth of social media and social advertising, and increased customer lifetime value.
In the market by account type, the strategic account-based marketing segment is expected to grow at the highest CAGR during the forecast period. The major growth driver is the increasing need by organizations to focus largely on larger accounts and target individuals directly in the company.
The telecom and IT industry verticals market size in the account-based marketing market has grown rapidly, due to the increasing number of subscribers generating large volumes of data and adopting account-based marketing for providing customers with better IT-enabled solutions and services. The government and public sector vertical, however, is expected to grow at the highest CAGR during the forecast period. Government and civil service agencies adopt account-based marketing tools and services to understand customer behavior from the managed big data. Government and public sector organizations focus on customer-centric strategies to enhance customer satisfaction. They adopt account-based marketing services to leverage new data capabilities for clients in the public sector which shows increased interest in targeting specific job functions.
The Account-Based Marketing Market by deployment mode includes on-premises and cloud deployment modes. The cloud-based deployment mode benefits organizations with increased scalability, speed, 24/7 services, and improved IT security. Owing to an increasing number of applications being deployed over the cloud, there is a shift from traditional on-premises account-based marketing solutions to cloud-based account-based marketing solutions across enterprises of all sizes.
The global account-based marketing market by region covers North America, Europe, Asia Pacific (APAC), Latin America, and Middle East and Africa (MEA). North America is expected to hold the largest market size in the market by regions, as account-based marketing solutions have already penetrated in the region. APAC is expected to grow at the highest CAGR, owing to the presence of half of the worlds mobile users, the largest number of social media users, the rising trend of online shopping experience, and the increasing internet connection and speed in the region.
Account-based marketing market faces challenges, such as selection of the right tools for account-based marketing, and GDPR and data collection practices. Lack of awareness and reluctance to shift from traditional sales practices, and inaccuracies in the data sets may limit the market growth.
Major vendors offering account-based marketing solutions across the globe include Demandbase (US), InsideView (US), 6Sense (US), Act-On Software (US), AdDaptive Intelligence (US), Albacross (Sweden), Celsius GKK International (France), Drift (US), Engagio (US), Evergage (US), HubSpot (US), Integrate (US), Iterable (US), Jabmo (France), Kwanzoo (US), Lattice Engines (US), Madison Logic (US), Marketo (US), MRP (US), Radius Intelligence (US), TechTarget (US), Terminus (US), Triblio (US), Uberflip (Canada), and Vendemore (Sweden). They have adopted many types of organic and inorganic growth strategies, such as new product launches, product upgradations, partnerships, collaborations, agreements, and acquisitions, to further expand their offerings in the account-based marketing market.
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Table of Contents
1 Introduction (Page No. - 16)
1.1 Objectives of the Study
1.2 Market Definition
1.3 Market Scope
1.4 Years Considered for the Study
1.5 Currency
1.6 Stakeholders
2 Research Methodology (Page No. - 20)
2.1 Research Data
2.1.1 Secondary Data
2.1.2 Primary Data
2.1.2.1 Breakdown of Primaries
2.1.2.2 Key Industry Insights
2.2 Market Size Estimation
2.3 Research Assumptions
2.4 Limitations
3 Executive Summary (Page No. - 27)
4 Premium Insights (Page No. - 31)
4.1 Attractive Opportunities in the Account-Based Marketing Market
4.2 Market Share By Region
4.3 Investment Opportunities in the Market
4.4 Market By Deployment Model
4.5 Market Top 4 Industry Verticals and Regions
5 Account-Based Marketing Market Overview (Page No. - 34)
5.1 Introduction
5.2 Market Dynamics
5.2.1 Drivers
5.2.1.1 Need for Identifying the Right Audience
5.2.1.2 Growth of Social Media and Social Advertising
5.2.1.3 Increased Customer Lifetime Value
5.2.2 Restraints
5.2.2.1 Lack of Awareness and Reluctance to Shift From Traditional Sales Practices
5.2.2.2 Inaccuracies in the Data Sets
5.2.3 Opportunities
5.2.3.1 Increasing Adoption of Cloud-Based Solutions
5.2.3.2 Rising Impact of Ai and Big Data Analytics on Account-Based Marketing
5.2.4 Challenges
5.2.4.1 Selection of the Right Tools for Account-Based Marketing
5.2.4.2 Gdpr and Data Collection Practices
5.3 Industry Trends
5.3.1 the Role of Marketing Automation in Account-Based Marketing
5.3.2 Account-Based Marketing Fundamentals
5.4 Account-Based Marketing: Use Cases
5.4.1 Use Case #1: Improve Sales Conversion Rate
5.4.2 Use Case #2: Improve Data Integrity and Web Engagement
5.4.3 Use Case #3: Improve Inbound Lead Generation
6 Account-Based Marketing Market By Account Type (Page No. - 42)
6.1 Introduction
6.2 Strategic Account-Based Marketing (One-To-One Account)
6.3 Account-Based Marketing Lite (One-To-Few Account)
6.4 Programmatic Account-Based Marketing (One-To-Many Account)
7 Account-Based Marketing Market By Component (Page No. - 47)
7.1 Introduction
7.2 Tools
7.3 Services
7.3.1 Managed Services
7.3.2 Professional Services
7.3.2.1 Consulting Services
7.3.2.2 Support and Maintenance Services
8 Account-Based Marketing Market By Deployment Model (Page No. - 55)
8.1 Introduction
8.2 On-Premises
8.3 Cloud
9 Account-Based Marketing Market By Organization Size (Page No. - 59)
9.1 Introduction
9.2 Large Enterprises
9.3 Small and Medium-Sized Enterprises
10 Account-Based Marketing Market By Industry Vertical (Page No. - 63)
10.1 Introduction
10.2 Banking, Financial Services, and Insurance
10.3 Retail and Ecommerce
10.4 Government and Public Sector
10.5 Healthcare and Life Sciences
10.6 Automotive and Manufacturing
10.7 Media, Telecommunication, and It
10.8 Others
11 Account-Based Marketing Market By Region (Page No. - 72)
11.1 Introduction
11.2 North America
11.2.1 By Country
11.2.1.1 United States
11.2.1.2 Canada
11.3 Europe
11.3.1 By Country
11.3.1.1 United Kingdom
11.3.1.2 Germany
11.3.1.3 France
11.3.1.4 Rest of Europe
11.4 Asia Pacific
11.4.1 By Country
11.4.1.1 China
11.4.1.2 Australia and New Zealand
11.4.1.3 Singapore
11.4.1.4 Japan
11.4.1.5 Rest of Asia Pacific
11.5 Middle East and Africa
11.5.1 By Sub-Region
11.5.1.1 Middle East
11.5.1.2 Africa
11.6 Latin America
11.6.1 By Country
11.6.1.1 Brazil
11.6.1.2 Mexico
11.6.1.3 Rest of Latin America
12 Competitive Landscape (Page No. - 96)
12.1 Overview
12.2 Prominent Players in the Account-Based Marketing Market
12.3 Competitive Scenario
12.3.1 New Product Launches and Product Upgradations
12.3.2 Partnerships, Collaborations, and Agreements
12.3.3 Expansions and Funding
12.3.4 Acquisitions
13 Company Profiles (Page No. - 102)
(Business Overview, Software, Solutions & Platform, Key Insights, Recent Developments, SWOT Analysis, MnM View)*
13.1 Hubspot
13.2 Techtarget
13.3 Demandbase
13.4 Marketo
13.5 6sense
13.6 Insideview
13.7 Act-On Software
13.8 Engagio
13.9 Radius Intelligence
13.10 Terminus
13.11 Addaptive Intelligence
13.12 Albacross
13.13 Celsius Gkk International
13.14 Drift
13.15 Evergage
13.16 Integrate
13.17 Iterable
13.18 Jabmo
13.19 Kwanzoo
13.20 Lattice Engines
13.21 MRP
13.22 Madison Logic
13.23 Triblio
13.24 Uberflip
13.25 Vendemore
*Details on Business Overview, Software, Solutions & Platform, Key Insights, Recent Developments, SWOT Analysis, MnM View Might Not Be Captured in Case of Unlisted Companies.
14 Appendix (Page No. - 141)
14.1 Insights of Industry Experts
14.2 Discussion Guide
14.3 Knowledge Store: Marketsandmarkets Subscription Portal
14.4 Available Customization
14.5 Related Reports
14.6 Author Details
List of Tables (74 Tables)
Table 1 United States Dollar Exchange Rate, 20142017
Table 2 Account-Based Marketing Market Size, 20162023 (USD Million)
Table 3 Market Size By Account Type, 20162023 (USD Million)
Table 4 Strategic Account-Based Marketing: Market Size By Region, 20162023 (USD Million)
Table 5 Account-Based Marketing Lite: Market Size By Region, 20162023 (USD Million)
Table 6 Programmatic Account-Based Marketing: Market Size By Region, 20162023 (USD Million)
Table 7 Account-Based Marketing Market Size, By Component, 20162023 (USD Million)
Table 8 Tools: Market Size By Region, 20162023 (USD Million)
Table 9 Services: Market Size By Region, 20162023 (USD Million)
Table 10 Services: Account-Based Marketing Market Size By Type,20162023 (USD Million)
Table 11 Managed Services Market Size, By Region, 20162023 (USD Million)
Table 12 Professional Services Market Size, By Region, 20162023 (USD Million)
Table 13 Professional Services Market Size, By Type, 20162023 (USD Million)
Table 14 Consulting Services Market Size, By Region, 20162023 (USD Million)
Table 15 Support and Maintenance Services Market Size, By Region, 20162023 (USD Million)
Table 16 Account-Based Marketing Market Size, By Deployment Model, 20162023 (USD Million)
Table 17 On-Premises: Market Size By Region, 20162023 (USD Million)
Table 18 Cloud: Market Size By Region, 20162023 (USD Million)
Table 19 Account-Based Marketing Market Size By Organization Size, 20162023 (USD Million)
Table 20 Large Enterprises: Market Size By Region, 20162023 (USD Million)
Table 21 Small and Medium-Sized Enterprises: Market Size By Region, 20162023 (USD Million)
Table 22 Account-Based Marketing Market Size, By Industry Vertical, 20162023 (USD Million)
Table 23 Banking, Financial Services, and Insurance: Market Size By Region, 20162023 (USD Million)
Table 24 Retail and Ecommerce: Market Size By Region, 20182023 (USD Million)
Table 25 Government and Public Sector: Market Size By Region, 20162023 (USD Million)
Table 26 Healthcare and Life Sciences: Account-Based Marketing Market Size By Region, 20162023 (USD Million)
Table 27 Automotive and Manufacturing: Market Size By Region, 20162023 (USD Million)
Table 28 Media, Telecommunication, and It: Market Size By Region, 20162023 (USD Million)
Table 29 Others: Market Size By Region, 20162023 (USD Million)
Table 30 Account-Based Marketing Market Size, By Region, 20162023 (USD Million)
Table 31 North America: Market Size By Component, 20182023 (USD Million)
Table 32 North America: Market Size By Service, 20182023 (USD Million)
Table 33 North America: Market Size By Professional Service, 20182023 (USD Million)
Table 34 North America: Account-Based Marketing Market Size By Account Type, 20182023 (USD Million)
Table 35 North America: Market Size By Deployment Model, 20182023 (USD Million)
Table 36 North America: Market Size By Organization Size, 20182023 (USD Million)
Table 37 North America: Market Size By Industry Vertical, 20182023 (USD Million)
Table 38 North America: Market Size By Country, 20182023 (USD Million)
Table 39 Europe: Account-Based Marketing Market Size, By Component, 20182023 (USD Million)
Table 40 Europe: Market Size By Service, 20182023 (USD Million)
Table 41 Europe: Market Size By Professional Service, 20182023 (USD Million)
Table 42 Europe: Market Size By Account Type, 20182023 (USD Million)
Table 43 Europe: Account-Based Marketing Market Size By Deployment Model, 20182023 (USD Million)
Table 44 Europe: Market Size By Organization Size, 20182023 (USD Million)
Table 45 Europe: Market Size By Industry Vertical, 20182023 (USD Million)
Table 46 Europe: Market Size By Country, 20182023 (USD Million)
Table 47 Asia Pacific: Account-Based Marketing Market Size, By Component, 20182023 (USD Million)
Table 48 Asia Pacific: Market Size By Service, 20182023 (USD Million)
Table 49 Asia Pacific: Market Size By Professional Service, 20182023 (USD Million)
Table 50 Asia Pacific: Market Size By Account Type, 20182023 (USD Million)
Table 51 Asia Pacific: Account-Based Marketing Market Size By Deployment Model, 20182023 (USD Million)
Table 52 Asia Pacific: Market Size By Organization Size, 20182023 (USD Million)
Table 53 Asia Pacific: Market Size By Industry Vertical, 20182023 (USD Million)
Table 54 Asia Pacific: Market Size By Country, 20182023 (USD Million)
Table 55 Middle East and Africa: Account-Based Marketing Market Size, By Component, 20182023 (USD Million)
Table 56 Middle East and Africa: Market Size By Service, 20182023 (USD Million)
Table 57 Middle East and Africa: Market Size By Professional Service, 20182023 (USD Million)
Table 58 Middle East and Africa: Market Size By Account Type, 20162023 (USD Million)
Table 59 Middle East and Africa: Account-Based Marketing Market Size By Deployment Model, 20182023 (USD Million)
Table 60 Middle East and Africa: Market Size By Organization Size, 20182023 (USD Million)
Table 61 Middle East and Africa: Market Size By Industry Vertical, 20182023 (USD Million)
Table 62 Middle East and Africa: Market Size By Sub-Region, 20182023 (USD Million)
Table 63 Latin America: Account-Based Marketing Market Size, By Component, 20182023 (USD Million)
Table 64 Latin America: Market Size By Service, 20182023 (USD Million)
Table 65 Latin America: Market Size By Professional Service, 20182023 (USD Million)
Table 66 Latin America: Market Size By Account Type, 20182023 (USD Million)
Table 67 Latin America: Account-Based Marketing Market Size By Deployment Model, 20182023 (USD Million)
Table 68 Latin America: Market Size By Organization Size, 20182023 (USD Million)
Table 69 Latin America: Market Size By Industry Vertical, 20182023 (USD Million)
Table 70 Latin America: Market Size By Country, 20182023 (USD Million)
Table 71 New Product Launches and Product Upgradations, 20162018
Table 72 Partnerships, Collaborations, and Agreements, 20162018
Table 73 Business Expansions and Funding, 20172018
Table 74 Acquisitions, 20162018
List of Figures (38 Figures)
Figure 1 Account-Based Marketing Market Segmentation
Figure 2 Market Regional Scope
Figure 3 Market Research Design
Figure 4 Breakdown of Primary Interviews: By Company, Designation, and Region
Figure 5 Account-Based Marketing Market: Data Triangulation
Figure 6 Market Size Estimation Methodology: Bottom-Up Approach
Figure 7 Market Size Estimation Methodology: Top-Down Approach
Figure 8 Account-Based Marketing Market: Assumptions
Figure 9 Global Market is Expected to Witness Significant Growth During the Forecast Period
Figure 10 Market Snapshot By Component, 2018 vs. 2023
Figure 11 Market Snapshot By Service, 2018 vs. 2023
Figure 12 Account-Based Marketing Market Snapshot By Account Type, 2018
Figure 13 Market Snapshot By Industry Vertical, 20182023
Figure 14 Rapid Growth of Social Media and Social Advertising, and the Need for Identifying the Right Audience are Expected to Drive Market
Figure 15 North America is Estimated to Have the Largest Market Share in 2018
Figure 16 On-Premises is Expected to Have the Largest Market Size in 2023
Figure 17 Media, Telecommunication, and It Industry Vertical and North America are Estimated to Dominate the Account-Based Marketing Market in 201833
Figure 18 Account-Based Marketing Market: Drivers, Restraints, Opportunities, and Challenges
Figure 19 Sales and Marketing Funnel for Account-Based Marketing
Figure 20 Strategic Account-Based Marketing Account Type is Expected to Grow at the Highest Cagr During the Forecast Period
Figure 21 Services Segment is Expected to Grow at the Higher Cagr During the Forecast Period
Figure 22 Managed Services Segment is Expected to Grow at the Higher Cagr During the Forecast Period
Figure 23 Consulting Services Segment is Expected to Grow at the Higher Cagr During the Forecast Period
Figure 24 Cloud Deployment Model is Expected to Register the Higher Cagr During the Forecast Period
Figure 25 Small and Medium-Sized Enterprises Segment is Expected to Grow at the Higher Cagr During the Forecast Period
Figure 26 Government and Public Sector Industry Vertical is Expected to Grow at the Highest Cagr During the Forecast Period
Figure 27 Asia Pacific is Expected to Have the Highest Cagr During theForecast Period
Figure 28 Asia Pacific is Expected to Register the Highest Growth Rate During the Forecast Period
Figure 29 North America: Account-Based Marketing Market Snapshot
Figure 30 Asia Pacific: Account-Based Marketing Market Snapshot
Figure 31 Key Developments By the Leading Players in the Account-Based Marketing Market, 20152018
Figure 32 Hubspot: Company Snapshot
Figure 33 Hubspot: SWOT Analysis
Figure 34 Techtarget: Company Snapshot
Figure 35 Techtarget: SWOT Analysis
Figure 36 Demandbase: SWOT Analysis
Figure 37 Marketo: SWOT Analysis
Figure 38 6sense: SWOT Analysis
Growth opportunities and latent adjacency in Account-Based Marketing Market