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

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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
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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
  manner.

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• 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.

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• 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.

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Methodology

• Market
  research reports Key analytical components

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