Account-based Marketing (ABM) Market share forecast to witness considerable growth from 2018 to 2024 - PowerPoint PPT Presentation

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Account-based Marketing (ABM) Market share forecast to witness considerable growth from 2018 to 2024


Some of the companies operating in the ABM market are Demandbase, 6Sense, InsideView, AdDaptive Intelligence, Act-On Software, Celsius GKK International – PowerPoint PPT presentation

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Title: Account-based Marketing (ABM) Market share forecast to witness considerable growth from 2018 to 2024

Account-based Marketing (ABM) market share
research by applications and regions for
2018-2024 Global Market Insights, Inc.
Fuel Cell Market size worth 25.5bn by 2024
Low Power Wide Area Network
Overview of Account-based Marketing (ABM) Market
  • North America is expected to hold a significant
    share of the ABM market over the forecast
    timeline due to the high penetration of ABM in
    this region, especially in the U.S. Due to the
    local presence of major market players such as
    Demandbase, 6Sense, and InsideView, the ABM
    ecosystem has evolved rapidly with more Small and
    Medium Businesses (SMBs) opting for ABM
    strategies to maximize their marketing ROI. Also,
    industry associations, such as the ITSMA, are
    offering novel insights to the B2B marketing
    community in the region regarding new
    technological solutions for enhancing the
    effectiveness of their marketing campaigns in a
    highly competitive landscape.
  • Account-based Marketing (ABM) Market is expected
    to exhibit lucrative growth to 2024 as the
    discipline enables increased marketing Return on
    Investment (ROI), more efficient targeted
    marketing campaigns, and an improved customer
    experience. The strategy focuses sales and
    marketing efforts on specific accounts while
    devising personalized marketing campaigns for
    each account. ABM is experiencing a rapid
    resurgence and is gaining significant momentum
    due to technological innovations that allow
    enterprises of all sizes to implement their
    marketing efforts in an automated and scalable

  • According to the IT Services Marketing
    Associations (ITSMA) Account-Based Marketing
    Survey, in 2014, ABM delivers the highest ROI
    compared to other B2B marketing strategies. As
    ABM enables targeted attention toward growing
    revenue and generating pipeline with
    strategically-significant customers, it offers
    more recurring revenue, bigger deal sizes, and
    longer customer associations. Also, as companies
    are increasingly demanding and responding to
    personalized offers and marketing content, ABM
    enables enhanced audience engagement, leading to
    higher chances of deal closures compared to the
    traditional marketing practices.
  • ABM is a long-term program and is highly
    resource-intensive. Technological innovations,
    such as data analytics, are accelerating the
    process for achieving faster and more accurate
    customer insights. By leveraging data analytics,
    marketers can easily determine customer interests
    behavior and ensure that the sales personnel
    are readily equipped with the right marketing
    strategies at the right time. Disconnected
    audience behaviors can be seamlessly transformed
    into account-level insights by combining ABM and
    data analytics capabilities.


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  • Among the key trends shaping the growing ABM
    landscape is the increasing popularity of social
    media and social advertising. A part of migrating
    to the ABM approach for companies includes
    reviewing their marketing strategies across
    social media channels. Social channels allow
    marketers to know various stakeholders in a
    company better in terms of their likes
    inclination and behavior toward other marketing
    strategies in the absence of a face-to-face
    communication. A rightful combination of paid and
    organic efforts can make social media channels
    perfect for cross-channel ABM campaigns.
  • Regulatory policies and a changing technological
    landscape have majorly facilitated the shift from
    traditional email-based marketing campaigns to
    ABM practices. These traditional marketing
    methods worked well until the emergence of the
    legally-required unsubscribe option and spam
    filters. With more companies using internal
    messaging tools and bypassing emails, the need
    for modern marketing tools is being increasingly
    explored by the marketing community. Enterprises
    that adopt ABM are more competitive and
    successful than their peers who market solely to
    individuals. While traditional marketing
    automation campaigns are targeted at a large pool
    of people sharing similar interests or
    characteristics, AMB campaigns are personalized
    for individual decision makers. According to the
    ITSMA, nearly 75 of high-level executives in
    companies read unsolicited marketing emails that
    might be relevant to their business. AMB allows
    marketers to engage with key decision makers in a
    hyper-personalized manner.

  • The companies operating in the ABM market are
    engaged in new product developments and strategic
    commercialization to gain a competitive edge over
    other players by offering a more comprehensive
    target-marketing approach to their customers. For
    instance, in September 2018, Demandbase, one of
    the leading ABM solution providers, announced the
    integration with Salesforce Pardot to allow B2B
    marketers to access Demandbases anonymous
    website engagement and intent data with Sales
    Cloud and Salesforce Pardot. In January 2018,
    SourceMedia, a digital media company based in the
    U.S. launched its ABM product SourceSelect. It
    analyzes SourceMedias first-party intent data
    for identifying prospects that are suitable for a
    clients product. Some of the companies operating
    in the ABM market are Demandbase, 6Sense,
    InsideView, AdDaptive Intelligence, Act-On
    Software, Celsius GKK International, Albacross,
    Engagio, Drift, Uberflip, Triblio, Terminus,
    Radius Intelligence, Marketo, MRP, Lattice
    Engines, Madison Logic, Kwanzoo, and Iterable.

  • Market
    research reports Key analytical components

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