Europe Account-based Marketing Market Size, Share & Trends Analysis Report By Organization Size (Small and Medium-sized Enterprises (SMEs) and Large Enterprises), By Account Type, By End-use, By Country and Growth Forecast, 2025 - 2032

The Europe Account-based Marketing Market would witness market growth of 16.8% CAGR during the forecast period (2025-2032).

The Germany market dominated the Europe Account-based Marketing Market by Country in 2024, and would continue to be a dominant market till 2032; thereby, achieving a market value of $249.3 million by 2032. The UK market is exhibiting a CAGR of 15.8% during (2025 - 2032). Additionally, The France market would experience a CAGR of 17.8% during (2025 - 2032).

As industries recognize the advantages of account-based engagement, ABM has evolved beyond its initial scope, influencing lead generation, customer retention, and revenue growth. The increasing emphasis on hyper-personalization, omnichannel strategies, and AI-driven insights has made ABM a crucial component of modern marketing frameworks.

ABM is widely used across diverse industries, such as IT and telecommunications, healthcare, finance, manufacturing, retail, and education. In the technology sector, ABM is instrumental in targeting enterprise clients who require highly customized solutions. Technology companies often deal with long sales cycles and complex buying processes that involve multiple decision-makers.

The market is gaining momentum as businesses increasingly prioritize personalized, data-driven marketing strategies to engage high-value clients. Economic and technological advancements across Europe, including industrial production growth, digitalization in healthcare, and manufacturing expansion, are fuelling the adoption of ABM strategies. The European Union’s rising industrial output, Italy’s investments in healthcare ICT, and the UK’s growing manufacturing sector create new opportunities for businesses to implement targeted B2B marketing campaigns aimed at key decision-makers and enterprise clients. The European Union’s industrial production has shown significant growth, increasing by 8% in 2021 and maintaining an upward trend with a 5% increase in 2022. In nominal terms, the value of sold production surged from €5.2 trillion in 2021 to €6.2 trillion in 2022, marking a 19% rise. This substantial industrial expansion is driving greater demand for precision-targeted marketing strategies as manufacturers, logistics providers, and industrial suppliers seek to connect with enterprise clients. In conclusion, the continued industrial expansion in Europe, digital transformation in Italy’s healthcare sector, and growth in the UK’s manufacturing industry collectively drive the adoption of ABM.

Based on Organization Size, the market is segmented into Small and Medium-sized Enterprises (SMEs) and Large Enterprises. Based on Account Type, the market is segmented into Strategic account-based Marketing, Programmatic Account-based Marketing, and Account-based Marketing Lite. Based on End-use, the market is segmented into BFSI, Media, Telecommunications, & IT, Healthcare & Life Sciences, Retail & E-commerce, Government & Public Sector, Automotive & Manufacturing, and Other End-use. Based on countries, the market is segmented into Germany, UK, France, Russia, Spain, Italy, and Rest of Europe.

List of Key Companies Profiled

• Adobe, Inc.
• Demandbase, Inc.
• HubSpot, Inc.
• Oracle Corporation
• SAP SE
• Salesforce, Inc.
• 6sense
• Headley Media Ltd.
• Terminus Software, Inc.
• Fypion

Europe Account-based Marketing Market Report Segmentation

By Organization Size

• Small and Medium-sized Enterprises (SMEs)
• Large Enterprises

By Account Type

• Strategic account-based Marketing
• Programmatic Account-based Marketing
• Account-based Marketing Lite

By End-use

• BFSI
• Media, Telecommunications, & IT
• Healthcare & Life Sciences
• Retail & E-commerce
• Government & Public Sector
• Automotive & Manufacturing
• Other End-use

By Country

• Germany
• UK
• France
• Russia
• Spain
• Italy
• Rest of Europe