Frost Radar: Account-Based Marketing Platforms, 2025

A Benchmarking System to Spark Companies to Action - Innovation That Fuels New Deal Flow and Growth Pipelines

The account-based marketing (ABM) platforms market in 2025 is at a clear inflection point. After years of fragmented adoption and experimentation, enterprises now demand measurable pipeline impact, not just engagement metrics. The shift from tactical ABM to scalable, full-funnel go-to-market (GTM) orchestration is accelerating, driven by economic pressure, buyer anonymity, and the declining performance of traditional GTM channels. Enterprises now expect platforms that unify data, automate engagement workflows, and activate buying groups across channels with clear revenue attribution. Precision targeting, contextual personalization, and return on investment visibility are non-negotiable. The ability to support both strategic one-to-one ABM and scalable one-to-few or one-to-many programs is essential as companies move from static segmentation to dynamic, AI-driven GTM execution. This Frost Radar™ identifies the ABM platforms that are innovating and demonstrate sustainable growth. It highlights the vendors best positioned to help enterprises modernize GTM strategies, align sales and marketing, and drive predictable revenue.

Frost & Sullivan analyzes numerous companies in an industry. Those selected for further analysis based on their leadership or other distinctions are benchmarked across 10 Growth and Innovation criteria to reveal their position on the Frost Radar™. The publication presents competitive profiles of each company on the Frost Radar™ considering their strengths and the opportunities that best fit those strengths.