Report:
Magic Quadrant for Account-Based Marketing Platforms
How does Gartner define the Account-Based Marketing Platforms market in 2025?
Gartner defines account-based marketing (ABM) platforms as software that enables B2B marketing and sales teams to run ABM programs at scale, including account discovery and selection, planning, engagement and reporting. ABM platforms enable the creation of target account lists by unifying first- and third-party data. In addition, they may engage audiences by activating channels such as display advertising, social advertising, email and sales engagement using a mix of native capabilities and integrations.
Key Facts for Magic Quadrant for Account-Based Marketing Platforms in 2025
- Publication Date: 6 November 2025
- Document ID: G00824480
- Coverage: Global
- Authors: Jenifer Silverstein, Ray Pun, Upasna Chandna, Chris Chandler
- Core Purpose: This research helps demand generation leaders evaluate ABM platforms to enable better decision making, improve engagement across accounts and deliver measurable value for B2B marketers using account-based marketing to acquire new accounts, grow revenue from existing customers and collaborate with sales.
Strategic Planning Assumptions
No strategic planning assumptions provided.
How was the Account-Based Marketing Platforms market evolved in 2025?
- ABM platforms enable B2B marketing and sales teams to run ABM programs at scale, including account discovery and selection, planning, engagement and reporting
- Platforms enable creation of target account lists by unifying first- and third-party data
- Engagement channels include display advertising, social advertising, email, personalized webpages, and sales engagement
- Common use cases are new account acquisition, account retention, and account expansion
- Mandatory features include audience management, third-party intent data, display advertising campaigns, multichannel journey orchestration, sales alerts and insights, account measurement and analytics, and integrations with complementary marketing and sales technology
- 66% of technology marketers in organizations with $100 million or more in annual revenue have allocated marketing technology budget for ABM platforms
- Customer adoption is highest in North America (62% average) followed by EMEA (29%)
- Technology providers represent 45% of the customer base across vendors, followed by business/consumer services (11%), manufacturing (9%), and financial services (8%)
- AI-enabled capabilities are expanding for greater personalization and program optimization, including AI agents and GenAI capabilities
- Increasing overlap between ABM platforms and adjacent GTM tools and data providers as capabilities converge
What product features are required to be included in this year's evaluation?
- Discovery, creation and management of target account lists and audiences by unifying first-and third-party data.
- Integration with CRM or salesforce automation.
- Account-level third-party intent data (proprietary and/or licensed from another vendor) to understand buyer interest and behavior, with at least one native third-party intent data source included with the platform license.
- Native user experience for orchestrating and managing display advertising campaigns.
What are the common features of top products in the Account-Based Marketing Platforms space?
- Journey orchestration and campaign activation across multiple channels, such as social media or search engines, and engagement channels, such as email or website personalization, to drive engagement and progression in the buyer's journey.
- Account measurement and analytics to quantify buyer engagement across channels and journey stages.
- Sales alerts and insights based on account-level actions and engagement, triggering timely and relevant sales interactions.
- Integrations with complementary marketing and sales technology, such as B2B marketing automation platforms, marketing analytics platforms and sales engagement tools.
- Predictive analytics, such as ideal customer profile fit or propensity to buy models, and recommendations for next best actions.
- Attribution modeling to understand the influence of one or multiple channels in driving buyer engagement.
- Account data, such as firmographics, technographics and psychographics, and account insights to support the creation of account plans.
Scope Exclusions
- Vendors offering ABM capabilities only as add-on modules to CRM or marketing automation platforms
- Solutions requiring prerequisite licensing of other platforms
- Vendors not meeting minimum revenue or customer thresholds
- Solutions lacking native display advertising capabilities
- Platforms without native third-party intent data sources
Inclusion Criteria
Vendors must, among other requirements:
- Proven ability to deliver ABM functionality through a production platform offered through general availability
- At least $10 million USD in 2024 calendar year revenue for the vendor's ABM solution OR a minimum of $5 million USD in 2024 calendar year revenue and 25% year-over-year growth in net new customers
- At least 100 customers using the vendor's platform for ABM use cases
- A purpose-built, stand-alone ABM platform without prerequisite licensing dependencies on CRM or B2B marketing automation platforms
- Support for audience management with first-party and third-party data
- Third-party intent data with at least one native source included
- Native campaign management for display advertising
- Multichannel journey orchestration across at least four channels
- Sales alerts and insights capabilities
- Account measurement and analytics with bidirectional CRM/marketing automation integration
- Integration with CRM/salesforce automation and at least three additional technology categories
Ability to Execute — Relative Weighting
- Product or Service - High
- Overall Viability - High
- Sales Execution/Pricing - Medium
- Market Responsiveness/Record - Medium
- Marketing Execution - Medium
- Customer Experience - Medium
- Operations - Low
Completeness of Vision — Relative Weighting
- Market Understanding - High
- Marketing Strategy - High
- Sales Strategy - Medium
- Offering (Product) Strategy - High
- Business Model - Low
- Vertical/Industry Strategy - Medium
- Innovation - Medium
- Geographic Strategy - Medium
FAQs
Q: What does this research cover?
A: This research evaluates stand-alone account-based marketing (ABM) platforms that enable B2B marketing and sales teams to run ABM programs at scale. It covers eight vendors across four quadrants (Leaders, Challengers, Visionaries, and Niche Players) based on their Ability to Execute and Completeness of Vision. The research includes detailed vendor strengths and cautions, market definition, mandatory and common features, inclusion criteria, evaluation criteria, and market trends shaping the ABM platform landscape.
Q: Who should use this research?
A: This research should be used by B2B marketers and demand generation leaders who are evaluating ABM platforms to support account acquisition, retention, and expansion initiatives. It helps decision makers understand vendor positioning, assess platform capabilities against their requirements, develop business cases and RFPs, plan for integration complexity and user training, and make informed vendor selection decisions. The research should be used in conjunction with the companion Critical Capabilities for Account-Based Marketing Platforms research and other ABM best practices publications.
Q: What are the mandatory features of vendors included in this market?
A: To be included in this Magic Quadrant, ABM platforms must provide: (1) Discovery, creation and management of target account lists by unifying first- and third-party data, (2) Integration with CRM or salesforce automation, (3) Account-level third-party intent data with at least one native source included with the platform license, and (4) Native user experience for orchestrating and managing display advertising campaigns.
Q: What are some reasons for not being included in this report?
A:
- Offering ABM capabilities only as add-on modules rather than stand-alone platforms
- Having prerequisite licensing dependencies on CRM or B2B marketing automation platforms
- Not meeting minimum revenue thresholds ($10M USD or $5M with 25% growth)
- Having fewer than 100 customers using the platform for ABM use cases
- Lacking native display advertising campaign management
- Not including at least one native third-party intent data source with the platform license
- Insufficient multichannel orchestration capabilities
- Limited integration capabilities with complementary marketing and sales technology
Q: What differentiates Ability to Execute vs. Completeness of Vision?
A: Ability to Execute focuses on the vendor's current operational capabilities and market execution, including product quality, financial viability, sales effectiveness, customer experience, and operational excellence. It emphasizes present performance and delivery capabilities. Completeness of Vision evaluates the vendor's strategic direction and future potential, including market understanding, strategic positioning, innovation capacity, and plans for geographic and vertical expansion. It emphasizes forward-looking strategy, market vision, and the vendor's ability to anticipate and shape future market needs rather than just meeting current requirements.
Reference
- Gartner, Magic Quadrant for Account-Based Marketing Platforms, 6 November 2025, ID G00824480
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