Account-Based Marketing Results In Larger Average Deal Sizes Across Regions

Deal size is a common metric to show the business impact of marketing. Forrester’s 2024 data shows that account-based marketing (ABM) accounts have larger average deal sizes than non-ABM accounts across North America, Europe, and Asia Pacific. Globally, one-third of respondents reported an 11% to 20% uplift in deal size; just under one-third reported an increase of 21% to 50%. Respondents in North America most often reported deal size increases of 11% to 20%; the most common uplift in Europe was in the 21% to 50% range; and Asia Pacific most often reported a difference of 51% to 100%. This is a snapshot of Forrester’s data comparing deal sizes in ABM accounts with non-ABM accounts.