{
  "title": "Account-Based Marketing Statistics 2026: Adoption, ROI, Budgets and Intent Data",
  "url": "https://statisticsglobal.org/account-based-marketing-statistics/",
  "updated": "2026-10-28",
  "licence": "https://statisticsglobal.org/data-licence/",
  "attribution": "Source: [publisher] via StatisticsGlobal (https://statisticsglobal.org/account-based-marketing-statistics/)",
  "statistics": [
    {
      "id": "abm-dgr-active-2026",
      "sentence": "Nearly 80% of surveyed B2B organisations were actively running an ABM strategy in 2026, according to Demand Gen Report.",
      "value": 80,
      "unit": "%",
      "place": "Not stated",
      "data_year": "2026",
      "source_type": "Industry body",
      "publisher": "Demand Gen Report",
      "source_title": "2026 Account-Based Marketing (ABM) Benchmark Survey Findings: ABM Moves Beyond Pilot Stage with AI Powering Smarter Execution",
      "source_url": "https://demandgenreport.com/blog/2026-account-based-marketing-abm-benchmark-survey-findings-abm-moves-beyond-pilot-stage-with-ai-powering-smarter-execution/52996",
      "source_published": "27 May 2026, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260616054613/https://www.demandgenreport.com/blog/2026-account-based-marketing-abm-benchmark-survey-findings-abm-moves-beyond-pilot-stage-with-ai-powering-smarter-execution/52996/",
      "sample": "Demand Gen Report benchmark survey of B2B marketers, published May 2026. Sample size not disclosed.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-dgr-active-2026"
    },
    {
      "id": "abm-itsma-budget-2023",
      "sentence": "ABM took 30% of the average B2B marketing budget in 2023, according to Momentum ITSMA.",
      "value": 30,
      "unit": "%",
      "place": "Global (69% North America)",
      "data_year": "2023",
      "source_type": "Research",
      "publisher": "Momentum ITSMA (with the ABM Leadership Alliance)",
      "source_title": "Rethinking ABM: Outperforming the Market in the World of AI, 2023 ABM Benchmark Study (7th annual)",
      "source_url": "https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf",
      "source_published": "November 2023, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20250913090703/https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf",
      "sample": "320 ABM heads and practitioners at B2B technology and business services firms, web survey fielded August 2023. 69% North America, 20% Europe, 8% Asia/Pacific. Bases vary by question.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-itsma-budget-2023"
    },
    {
      "id": "abm-itsma-measure-roi-2023",
      "sentence": "52% of ABM practitioners measured ABM ROI in 2023, according to Momentum ITSMA.",
      "value": 52,
      "unit": "%",
      "place": "Global (69% North America)",
      "data_year": "2023",
      "source_type": "Research",
      "publisher": "Momentum ITSMA (with the ABM Leadership Alliance)",
      "source_title": "Rethinking ABM: Outperforming the Market in the World of AI, 2023 ABM Benchmark Study (7th annual)",
      "source_url": "https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf",
      "source_published": "November 2023, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20250913090703/https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf",
      "sample": "320 ABM heads and practitioners at B2B technology and business services firms, web survey fielded August 2023. 69% North America, 20% Europe, 8% Asia/Pacific. Bases vary by question.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-itsma-measure-roi-2023"
    },
    {
      "id": "abm-dgr-roi-challenge-2025",
      "sentence": "47% of ABM practitioners named proving ROI or attribution as a challenge in 2025, the most cited, according to Demand Gen Report.",
      "value": 47,
      "unit": "%",
      "place": "Not stated",
      "data_year": "2025",
      "source_type": "Industry body",
      "publisher": "Demand Gen Report",
      "source_title": "2025 Account-based Marketing Benchmark Survey",
      "source_url": "https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf",
      "source_published": "October 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260421172146/https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf",
      "sample": "Demand Gen Report survey of B2B marketers, open to 5 September 2025. Sample size not disclosed. 46% director level, 38% high-tech, 37% under $25M revenue.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-dgr-roi-challenge-2025"
    },
    {
      "id": "abm-success-gap",
      "sentence": "Self-rated ABM success ranged from 26% to 93% across surveys, N.Rich in 2025 against Foundry in 2023, calculated by StatisticsGlobal.",
      "value": 67,
      "unit": "points",
      "place": "Global (58% Europe)",
      "data_year": "2025",
      "source_type": "Our analysis",
      "publisher": "N.Rich",
      "source_title": "2025 State of ABM report",
      "source_url": "https://nrich.io/state-of-abm-report",
      "source_published": "2025 (undated page), accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260418035025/https://nrich.io/state-of-abm-report",
      "sample": "107 respondents at B2B organisations, 58% Europe, 27% North America, 67% software or SaaS. N.Rich sells ABM software.",
      "method": "Foundry 2023: 93% extremely or very successful (500 B2B tech marketers). N.Rich 2025: 26% successful or very successful (107 respondents). 93 - 26 = 67 points. Answer scales differ.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-success-gap"
    },
    {
      "id": "abm-dgr-use-2025",
      "sentence": "71% of B2B marketing practitioners used an ABM strategy in 2025, up four points on the year before, according to Demand Gen Report.",
      "value": 71,
      "unit": "%",
      "place": "Not stated",
      "data_year": "2025",
      "source_type": "Industry body",
      "publisher": "Demand Gen Report",
      "source_title": "2025 Account-based Marketing Benchmark Survey",
      "source_url": "https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf",
      "source_published": "October 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260421172146/https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf",
      "sample": "Demand Gen Report survey of B2B marketers, open to 5 September 2025. Sample size not disclosed. 46% director level, 38% high-tech, 37% under $25M revenue.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-dgr-use-2025"
    },
    {
      "id": "abm-dgr-use-2024",
      "sentence": "67% of B2B marketing practitioners used an ABM strategy in 2024, calculated by StatisticsGlobal from Demand Gen Report data.",
      "value": 67,
      "unit": "%",
      "place": "Not stated",
      "data_year": "2024",
      "source_type": "Our analysis",
      "publisher": "Demand Gen Report",
      "source_title": "2025 Account-based Marketing Benchmark Survey",
      "source_url": "https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf",
      "source_published": "October 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260421172146/https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf",
      "sample": "Demand Gen Report survey of B2B marketers, open to 5 September 2025. Sample size not disclosed. 46% director level, 38% high-tech, 37% under $25M revenue.",
      "method": "Demand Gen Report 2025 adoption of 71%, described as up four percentage points from last year: 71 - 4 = 67%.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-dgr-use-2024"
    },
    {
      "id": "abm-dgr-adoption-change",
      "sentence": "ABM adoption rose about 9 points between Demand Gen Report surveys, from 71% in 2025 to nearly 80% in 2026, calculated by StatisticsGlobal.",
      "value": 9,
      "unit": "points",
      "place": "Not stated",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "Demand Gen Report",
      "source_title": "2026 Account-Based Marketing (ABM) Benchmark Survey Findings: ABM Moves Beyond Pilot Stage with AI Powering Smarter Execution",
      "source_url": "https://demandgenreport.com/blog/2026-account-based-marketing-abm-benchmark-survey-findings-abm-moves-beyond-pilot-stage-with-ai-powering-smarter-execution/52996",
      "source_published": "27 May 2026, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260616054613/https://www.demandgenreport.com/blog/2026-account-based-marketing-abm-benchmark-survey-findings-abm-moves-beyond-pilot-stage-with-ai-powering-smarter-execution/52996/",
      "sample": "Demand Gen Report benchmark survey of B2B marketers, published May 2026. Sample size not disclosed.",
      "method": "Nearly 80% (2026 survey, published May 2026) - 71% (2025 survey, published October 2025) = about 9 points. The 2026 figure is given only as nearly 80%, so the change is approximate.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-dgr-adoption-change"
    },
    {
      "id": "abm-dgr-plan-2025",
      "sentence": "A further 23% of B2B marketing practitioners planned to add an ABM strategy in 2025, according to Demand Gen Report.",
      "value": 23,
      "unit": "%",
      "place": "Not stated",
      "data_year": "2025",
      "source_type": "Industry body",
      "publisher": "Demand Gen Report",
      "source_title": "2025 Account-based Marketing Benchmark Survey",
      "source_url": "https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf",
      "source_published": "October 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260421172146/https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf",
      "sample": "Demand Gen Report survey of B2B marketers, open to 5 September 2025. Sample size not disclosed. 46% director level, 38% high-tech, 37% under $25M revenue.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-dgr-plan-2025"
    },
    {
      "id": "abm-dgr-use-or-plan-2025",
      "sentence": "94% of B2B marketing practitioners ran ABM or planned to add it in 2025, calculated by StatisticsGlobal from Demand Gen Report data.",
      "value": 94,
      "unit": "%",
      "place": "Not stated",
      "data_year": "2025",
      "source_type": "Our analysis",
      "publisher": "Demand Gen Report",
      "source_title": "2025 Account-based Marketing Benchmark Survey",
      "source_url": "https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf",
      "source_published": "October 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260421172146/https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf",
      "sample": "Demand Gen Report survey of B2B marketers, open to 5 September 2025. Sample size not disclosed. 46% director level, 38% high-tech, 37% under $25M revenue.",
      "method": "71% currently use an ABM strategy + 23% plan to add one = 94%.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-dgr-use-or-plan-2025"
    },
    {
      "id": "abm-dgr-tenure-2025",
      "sentence": "26% of B2B marketing practitioners had run ABM for more than two years in 2025, according to Demand Gen Report.",
      "value": 26,
      "unit": "%",
      "place": "Not stated",
      "data_year": "2025",
      "source_type": "Industry body",
      "publisher": "Demand Gen Report",
      "source_title": "2025 Account-based Marketing Benchmark Survey",
      "source_url": "https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf",
      "source_published": "October 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260421172146/https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf",
      "sample": "Demand Gen Report survey of B2B marketers, open to 5 September 2025. Sample size not disclosed. 46% director level, 38% high-tech, 37% under $25M revenue.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-dgr-tenure-2025"
    },
    {
      "id": "abm-forrester-young-2022",
      "sentence": "Around 80% of ABM programmes were under two years old in 2022, including 39% still in pilot, according to Forrester.",
      "value": 80,
      "unit": "%",
      "place": "North America, Europe and Asia Pacific",
      "data_year": "2022",
      "source_type": "Research",
      "publisher": "Forrester",
      "source_title": "New Forrester State Of Account-Based Marketing Survey Reveals How ABM Budgets Are Shifting",
      "source_url": "https://www.forrester.com/blogs/new-forrester-state-of-account-based-marketing-survey-reveals-how-abm-budgets-are-shifting",
      "source_published": "6 July 2022, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260309204341/https://www.forrester.com/blogs/new-forrester-state-of-account-based-marketing-survey-reveals-how-abm-budgets-are-shifting/",
      "sample": "Forrester State of ABM survey 2022. Sample size not given in the post.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-forrester-young-2022"
    },
    {
      "id": "abm-forrester-loose-2022",
      "sentence": "Forrester judged 26% of the B2B ABM programmes it surveyed in 2022 to be practising ABM only loosely, if at all.",
      "value": 26,
      "unit": "%",
      "place": "North America, Europe and Asia Pacific",
      "data_year": "2022",
      "source_type": "Research",
      "publisher": "Forrester",
      "source_title": "One In Four Account-Based Marketing Programs Are Built On Quicksand",
      "source_url": "https://www.forrester.com/blogs/one-in-four-account-based-marketing-programs-are-built-on-quicksand",
      "source_published": "20 February 2023, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260418173240/https://www.forrester.com/blogs/one-in-four-account-based-marketing-programs-are-built-on-quicksand/",
      "sample": "155 marketing professionals at B2B organisations in North America, Europe and Asia Pacific, 2022.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-forrester-loose-2022"
    },
    {
      "id": "abm-itsma-leaders-2023",
      "sentence": "17% of ABM practitioners surveyed counted as ABM leaders in 2023, according to Momentum ITSMA.",
      "value": 17,
      "unit": "%",
      "place": "Global (69% North America)",
      "data_year": "2023",
      "source_type": "Research",
      "publisher": "Momentum ITSMA (with the ABM Leadership Alliance)",
      "source_title": "Rethinking ABM: Outperforming the Market in the World of AI, 2023 ABM Benchmark Study (7th annual)",
      "source_url": "https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf",
      "source_published": "November 2023, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20250913090703/https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf",
      "sample": "320 ABM heads and practitioners at B2B technology and business services firms, web survey fielded August 2023. 69% North America, 20% Europe, 8% Asia/Pacific. Bases vary by question.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-itsma-leaders-2023"
    },
    {
      "id": "abm-itsma-roi-2022",
      "sentence": "72% of ABM practitioners said ABM delivered higher ROI than other types of marketing in 2022, according to Momentum ITSMA.",
      "value": 72,
      "unit": "%",
      "place": "Global",
      "data_year": "2022",
      "source_type": "Research",
      "publisher": "Momentum ITSMA (with the ABM Leadership Alliance)",
      "source_title": "The ABM Leadership Alliance and Momentum ITSMA release sixth annual ABM benchmark report",
      "source_url": "https://www.demandbase.com/press-release/the-abm-leadership-alliance-and-momentum-itsma-release-sixth-annual-abm-benchmark-report/",
      "source_published": "13 December 2022, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260926120831/https://www.demandbase.com/press-release/the-abm-leadership-alliance-and-momentum-itsma-release-sixth-annual-abm-benchmark-report/",
      "sample": "International survey of almost 300 ABM leaders and practitioners (sixth annual study, published December 2022).",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-itsma-roi-2022"
    },
    {
      "id": "abm-itsma-no-roi-2023",
      "sentence": "48% of ABM practitioners did not measure ABM ROI or did not know if they did in 2023, calculated by StatisticsGlobal from Momentum ITSMA data.",
      "value": 48,
      "unit": "%",
      "place": "Global (69% North America)",
      "data_year": "2023",
      "source_type": "Our analysis",
      "publisher": "Momentum ITSMA (with the ABM Leadership Alliance)",
      "source_title": "Rethinking ABM: Outperforming the Market in the World of AI, 2023 ABM Benchmark Study (7th annual)",
      "source_url": "https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf",
      "source_published": "November 2023, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20250913090703/https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf",
      "sample": "320 ABM heads and practitioners at B2B technology and business services firms, web survey fielded August 2023. 69% North America, 20% Europe, 8% Asia/Pacific. Bases vary by question.",
      "method": "35% said they do not measure ABM ROI + 13% did not know = 48% (N=208).",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-itsma-no-roi-2023"
    },
    {
      "id": "abm-itsma-engagement-2023",
      "sentence": "85% of ABM practitioners reported better engagement with their selected accounts in 2023, according to Momentum ITSMA.",
      "value": 85,
      "unit": "%",
      "place": "Global (69% North America)",
      "data_year": "2023",
      "source_type": "Research",
      "publisher": "Momentum ITSMA (with the ABM Leadership Alliance)",
      "source_title": "Rethinking ABM: Outperforming the Market in the World of AI, 2023 ABM Benchmark Study (7th annual)",
      "source_url": "https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf",
      "source_published": "November 2023, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20250913090703/https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf",
      "sample": "320 ABM heads and practitioners at B2B technology and business services firms, web survey fielded August 2023. 69% North America, 20% Europe, 8% Asia/Pacific. Bases vary by question.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-itsma-engagement-2023"
    },
    {
      "id": "abm-itsma-pipeline-2023",
      "sentence": "78% of ABM practitioners reported pipeline growth from ABM in 2023, according to Momentum ITSMA.",
      "value": 78,
      "unit": "%",
      "place": "Global (69% North America)",
      "data_year": "2023",
      "source_type": "Research",
      "publisher": "Momentum ITSMA (with the ABM Leadership Alliance)",
      "source_title": "Rethinking ABM: Outperforming the Market in the World of AI, 2023 ABM Benchmark Study (7th annual)",
      "source_url": "https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf",
      "source_published": "November 2023, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20250913090703/https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf",
      "sample": "320 ABM heads and practitioners at B2B technology and business services firms, web survey fielded August 2023. 69% North America, 20% Europe, 8% Asia/Pacific. Bases vary by question.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-itsma-pipeline-2023"
    },
    {
      "id": "abm-itsma-revenue-2023",
      "sentence": "74% of ABM practitioners reported revenue growth from ABM in 2023, according to Momentum ITSMA.",
      "value": 74,
      "unit": "%",
      "place": "Global (69% North America)",
      "data_year": "2023",
      "source_type": "Research",
      "publisher": "Momentum ITSMA (with the ABM Leadership Alliance)",
      "source_title": "Rethinking ABM: Outperforming the Market in the World of AI, 2023 ABM Benchmark Study (7th annual)",
      "source_url": "https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf",
      "source_published": "November 2023, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20250913090703/https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf",
      "sample": "320 ABM heads and practitioners at B2B technology and business services firms, web survey fielded August 2023. 69% North America, 20% Europe, 8% Asia/Pacific. Bases vary by question.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-itsma-revenue-2023"
    },
    {
      "id": "abm-itsma-pipeline-change",
      "sentence": "The share of ABM practitioners reporting pipeline growth fell from 84% in 2022 to 78% in 2023, calculated by StatisticsGlobal from Momentum ITSMA data.",
      "value": -6,
      "unit": "points",
      "place": "Global (69% North America)",
      "data_year": "2023",
      "source_type": "Our analysis",
      "publisher": "Momentum ITSMA (with the ABM Leadership Alliance)",
      "source_title": "Rethinking ABM: Outperforming the Market in the World of AI, 2023 ABM Benchmark Study (7th annual)",
      "source_url": "https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf",
      "source_published": "November 2023, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20250913090703/https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf",
      "sample": "320 ABM heads and practitioners at B2B technology and business services firms, web survey fielded August 2023. 69% North America, 20% Europe, 8% Asia/Pacific. Bases vary by question.",
      "method": "78% reported pipeline growth in the 2023 study (N=111) - 84% in the 2022 study (Momentum ITSMA and ABM Leadership Alliance release, December 2022) = -6 points. Revenue growth: 74% - 77% = -3 points.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-itsma-pipeline-change"
    },
    {
      "id": "abm-dgr-roi-tactic-2026",
      "sentence": "47% of B2B marketers named personalised content as the ABM tactic with the highest ROI in 2026, according to Demand Gen Report.",
      "value": 47,
      "unit": "%",
      "place": "Not stated",
      "data_year": "2026",
      "source_type": "Industry body",
      "publisher": "Demand Gen Report",
      "source_title": "2026 Account-Based Marketing (ABM) Benchmark Survey Findings: ABM Moves Beyond Pilot Stage with AI Powering Smarter Execution",
      "source_url": "https://demandgenreport.com/blog/2026-account-based-marketing-abm-benchmark-survey-findings-abm-moves-beyond-pilot-stage-with-ai-powering-smarter-execution/52996",
      "source_published": "27 May 2026, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260616054613/https://www.demandgenreport.com/blog/2026-account-based-marketing-abm-benchmark-survey-findings-abm-moves-beyond-pilot-stage-with-ai-powering-smarter-execution/52996/",
      "sample": "Demand Gen Report benchmark survey of B2B marketers, published May 2026. Sample size not disclosed.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-dgr-roi-tactic-2026"
    },
    {
      "id": "abm-nrich-revenue-2025",
      "sentence": "55% of B2B organisations said ABM influenced 0% to 20% of company revenue in 2025, according to N.Rich.",
      "value": 55,
      "unit": "%",
      "place": "Global (58% Europe)",
      "data_year": "2025",
      "source_type": "Vendor survey",
      "publisher": "N.Rich",
      "source_title": "2025 State of ABM report",
      "source_url": "https://nrich.io/state-of-abm-report",
      "source_published": "2025 (undated page), accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260418035025/https://nrich.io/state-of-abm-report",
      "sample": "107 respondents at B2B organisations, 58% Europe, 27% North America, 67% software or SaaS. N.Rich sells ABM software.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-nrich-revenue-2025"
    },
    {
      "id": "abm-itsma-budget-2022",
      "sentence": "ABM took 28% of B2B marketing budgets in 2022, according to Momentum ITSMA.",
      "value": 28,
      "unit": "%",
      "place": "Global",
      "data_year": "2022",
      "source_type": "Research",
      "publisher": "Momentum ITSMA (with the ABM Leadership Alliance)",
      "source_title": "The ABM Leadership Alliance and Momentum ITSMA release sixth annual ABM benchmark report",
      "source_url": "https://www.demandbase.com/press-release/the-abm-leadership-alliance-and-momentum-itsma-release-sixth-annual-abm-benchmark-report/",
      "source_published": "13 December 2022, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260926120831/https://www.demandbase.com/press-release/the-abm-leadership-alliance-and-momentum-itsma-release-sixth-annual-abm-benchmark-report/",
      "sample": "International survey of almost 300 ABM leaders and practitioners (sixth annual study, published December 2022).",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-itsma-budget-2022"
    },
    {
      "id": "abm-itsma-budget-change",
      "sentence": "ABM's share of B2B marketing budgets rose 2 points, from 28% in 2022 to 30% in 2023, calculated by StatisticsGlobal from Momentum ITSMA data.",
      "value": 2,
      "unit": "points",
      "place": "Global (69% North America)",
      "data_year": "2023",
      "source_type": "Our analysis",
      "publisher": "Momentum ITSMA (with the ABM Leadership Alliance)",
      "source_title": "Rethinking ABM: Outperforming the Market in the World of AI, 2023 ABM Benchmark Study (7th annual)",
      "source_url": "https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf",
      "source_published": "November 2023, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20250913090703/https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf",
      "sample": "320 ABM heads and practitioners at B2B technology and business services firms, web survey fielded August 2023. 69% North America, 20% Europe, 8% Asia/Pacific. Bases vary by question.",
      "method": "30% of 2023 marketing budget dedicated to ABM (7th annual study) - 28% in 2022 (6th annual study) = +2 points.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-itsma-budget-change"
    },
    {
      "id": "abm-itsma-increase-2024",
      "sentence": "66% of ABM practitioners surveyed in 2023 planned to increase ABM spending in 2024, according to Momentum ITSMA.",
      "value": 66,
      "unit": "%",
      "place": "Global (69% North America)",
      "data_year": "2023",
      "source_type": "Research",
      "publisher": "Momentum ITSMA (with the ABM Leadership Alliance)",
      "source_title": "Rethinking ABM: Outperforming the Market in the World of AI, 2023 ABM Benchmark Study (7th annual)",
      "source_url": "https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf",
      "source_published": "November 2023, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20250913090703/https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf",
      "sample": "320 ABM heads and practitioners at B2B technology and business services firms, web survey fielded August 2023. 69% North America, 20% Europe, 8% Asia/Pacific. Bases vary by question.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-itsma-increase-2024"
    },
    {
      "id": "abm-itsma-increase-2023",
      "sentence": "71% of ABM practitioners surveyed in 2022 planned to increase ABM budgets the following year, according to Momentum ITSMA.",
      "value": 71,
      "unit": "%",
      "place": "Global",
      "data_year": "2022",
      "source_type": "Research",
      "publisher": "Momentum ITSMA (with the ABM Leadership Alliance)",
      "source_title": "The ABM Leadership Alliance and Momentum ITSMA release sixth annual ABM benchmark report",
      "source_url": "https://www.demandbase.com/press-release/the-abm-leadership-alliance-and-momentum-itsma-release-sixth-annual-abm-benchmark-report/",
      "source_published": "13 December 2022, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260926120831/https://www.demandbase.com/press-release/the-abm-leadership-alliance-and-momentum-itsma-release-sixth-annual-abm-benchmark-report/",
      "sample": "International survey of almost 300 ABM leaders and practitioners (sixth annual study, published December 2022).",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-itsma-increase-2023"
    },
    {
      "id": "abm-itsma-increase-change",
      "sentence": "The share planning bigger ABM budgets fell 5 points, from 71% in 2022 to 66% in 2023, calculated by StatisticsGlobal from Momentum ITSMA data.",
      "value": -5,
      "unit": "points",
      "place": "Global (69% North America)",
      "data_year": "2023",
      "source_type": "Our analysis",
      "publisher": "Momentum ITSMA (with the ABM Leadership Alliance)",
      "source_title": "Rethinking ABM: Outperforming the Market in the World of AI, 2023 ABM Benchmark Study (7th annual)",
      "source_url": "https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf",
      "source_published": "November 2023, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20250913090703/https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf",
      "sample": "320 ABM heads and practitioners at B2B technology and business services firms, web survey fielded August 2023. 69% North America, 20% Europe, 8% Asia/Pacific. Bases vary by question.",
      "method": "66% planning to increase ABM spending in 2024 (survey August 2023) - 71% planning to increase budgets the next year (2022 study) = -5 points.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-itsma-increase-change"
    },
    {
      "id": "abm-foundry-invest-2022",
      "sentence": "87% of B2B tech marketers said their ABM investment grew over the previous 12 months in 2022, according to Foundry.",
      "value": 87,
      "unit": "%",
      "place": "Global (60% North America)",
      "data_year": "2022",
      "source_type": "Research",
      "publisher": "Foundry (IDG)",
      "source_title": "STUDY: 96% of B2B Marketers Have A Documented Account-Based Marketing Strategy In Place",
      "source_url": "https://www.globenewswire.com/news-release/2022/10/27/2542918/0/en/STUDY-96-of-B2B-Marketers-Have-A-Documented-Account-Based-Marketing-Strategy-In-Place.html",
      "source_published": "27 October 2022, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260210100352/https://www.globenewswire.com/news-release/2022/10/27/2542918/0/en/STUDY-96-of-B2B-Marketers-Have-A-Documented-Account-Based-Marketing-Strategy-In-Place.html",
      "sample": "500 B2B tech marketers. 60% North America, 20% EMEA, 20% APAC.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-foundry-invest-2022"
    },
    {
      "id": "abm-forrester-budget-2022",
      "sentence": "ABM budgets fell 16% from 2020 to $590,000 in 2022, according to Forrester.",
      "value": 590000,
      "unit": "USD",
      "place": "North America, Europe and Asia Pacific",
      "data_year": "2022",
      "source_type": "Research",
      "publisher": "Forrester",
      "source_title": "New Forrester State Of Account-Based Marketing Survey Reveals How ABM Budgets Are Shifting",
      "source_url": "https://www.forrester.com/blogs/new-forrester-state-of-account-based-marketing-survey-reveals-how-abm-budgets-are-shifting",
      "source_published": "6 July 2022, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260309204341/https://www.forrester.com/blogs/new-forrester-state-of-account-based-marketing-survey-reveals-how-abm-budgets-are-shifting/",
      "sample": "Forrester State of ABM survey 2022. Sample size not given in the post.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-forrester-budget-2022"
    },
    {
      "id": "abm-forrester-budget-2020",
      "sentence": "ABM budgets were about $702,000 in 2020, calculated by StatisticsGlobal from Forrester data on a 16% fall to $590,000 by 2022.",
      "value": 702000,
      "unit": "USD",
      "place": "North America, Europe and Asia Pacific",
      "data_year": "2020",
      "source_type": "Our analysis",
      "publisher": "Forrester",
      "source_title": "New Forrester State Of Account-Based Marketing Survey Reveals How ABM Budgets Are Shifting",
      "source_url": "https://www.forrester.com/blogs/new-forrester-state-of-account-based-marketing-survey-reveals-how-abm-budgets-are-shifting",
      "source_published": "6 July 2022, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260309204341/https://www.forrester.com/blogs/new-forrester-state-of-account-based-marketing-survey-reveals-how-abm-budgets-are-shifting/",
      "sample": "Forrester State of ABM survey 2022. Sample size not given in the post.",
      "method": "$590,000 / (1 - 0.16) = $702,381, rounded to about $702,000. Forrester gives the 2022 figure and the 16% drop, not the 2020 figure itself.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-forrester-budget-2020"
    },
    {
      "id": "abm-foundry-intent-2023",
      "sentence": "91% of B2B technology marketers used intent data to prioritise accounts in 2023, according to Foundry.",
      "value": 91,
      "unit": "%",
      "place": "Global (B2B tech)",
      "data_year": "2023",
      "source_type": "Research",
      "publisher": "Foundry (IDG)",
      "source_title": "2023 ABM Benchmarking & Intent Data Study",
      "source_url": "https://foundryco.com/tools-for-marketers/white-paper-abm-benchmarking-study/",
      "source_published": "28 September 2023, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260929112807/https://foundryco.com/tools-for-marketers/white-paper-abm-benchmarking-study/",
      "sample": "500 B2B technology marketers, online survey, August 2023 (third annual study).",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-foundry-intent-2023"
    },
    {
      "id": "abm-dgr-intent-2025",
      "sentence": "58% of B2B marketing practitioners used behavioural or intent signals for ABM in 2025, according to Demand Gen Report.",
      "value": 58,
      "unit": "%",
      "place": "Not stated",
      "data_year": "2025",
      "source_type": "Industry body",
      "publisher": "Demand Gen Report",
      "source_title": "2025 Account-based Marketing Benchmark Survey",
      "source_url": "https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf",
      "source_published": "October 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260421172146/https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf",
      "sample": "Demand Gen Report survey of B2B marketers, open to 5 September 2025. Sample size not disclosed. 46% director level, 38% high-tech, 37% under $25M revenue.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-dgr-intent-2025"
    },
    {
      "id": "abm-intent-gap",
      "sentence": "Intent data use for ABM was 33 points lower in Demand Gen Report's 2025 survey than in Foundry's 2023 study, 58% against 91%, calculated by StatisticsGlobal.",
      "value": 33,
      "unit": "points",
      "place": "Not stated",
      "data_year": "2025",
      "source_type": "Our analysis",
      "publisher": "Demand Gen Report",
      "source_title": "2025 Account-based Marketing Benchmark Survey",
      "source_url": "https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf",
      "source_published": "October 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260421172146/https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf",
      "sample": "Demand Gen Report survey of B2B marketers, open to 5 September 2025. Sample size not disclosed. 46% director level, 38% high-tech, 37% under $25M revenue.",
      "method": "Foundry 2023: 91% use intent data to prioritise accounts (500 B2B tech marketers). Demand Gen Report 2025: 58% use behavioural/intent signals. 91 - 58 = 33 points. The samples and questions differ.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-intent-gap"
    },
    {
      "id": "abm-nrich-platform-2025",
      "sentence": "22% of B2B organisations used a dedicated ABM platform in 2025, according to N.Rich.",
      "value": 22,
      "unit": "%",
      "place": "Global (58% Europe)",
      "data_year": "2025",
      "source_type": "Vendor survey",
      "publisher": "N.Rich",
      "source_title": "2025 State of ABM report",
      "source_url": "https://nrich.io/state-of-abm-report",
      "source_published": "2025 (undated page), accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260418035025/https://nrich.io/state-of-abm-report",
      "sample": "107 respondents at B2B organisations, 58% Europe, 27% North America, 67% software or SaaS. N.Rich sells ABM software.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-nrich-platform-2025"
    },
    {
      "id": "abm-nrich-spreadsheet-2025",
      "sentence": "29% of B2B organisations ran ABM manually with spreadsheets in 2025, according to N.Rich.",
      "value": 29,
      "unit": "%",
      "place": "Global (58% Europe)",
      "data_year": "2025",
      "source_type": "Vendor survey",
      "publisher": "N.Rich",
      "source_title": "2025 State of ABM report",
      "source_url": "https://nrich.io/state-of-abm-report",
      "source_published": "2025 (undated page), accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260418035025/https://nrich.io/state-of-abm-report",
      "sample": "107 respondents at B2B organisations, 58% Europe, 27% North America, 67% software or SaaS. N.Rich sells ABM software.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-nrich-spreadsheet-2025"
    },
    {
      "id": "abm-dgr-email-2025",
      "sentence": "92% of ABM marketers used email to engage their target accounts in 2025, according to Demand Gen Report.",
      "value": 92,
      "unit": "%",
      "place": "Not stated",
      "data_year": "2025",
      "source_type": "Industry body",
      "publisher": "Demand Gen Report",
      "source_title": "2025 Account-based Marketing Benchmark Survey",
      "source_url": "https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf",
      "source_published": "October 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260421172146/https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf",
      "sample": "Demand Gen Report survey of B2B marketers, open to 5 September 2025. Sample size not disclosed. 46% director level, 38% high-tech, 37% under $25M revenue.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-dgr-email-2025"
    },
    {
      "id": "abm-dgr-events-2025",
      "sentence": "72% of ABM marketers used in-person events to engage their target accounts in 2025, according to Demand Gen Report.",
      "value": 72,
      "unit": "%",
      "place": "Not stated",
      "data_year": "2025",
      "source_type": "Industry body",
      "publisher": "Demand Gen Report",
      "source_title": "2025 Account-based Marketing Benchmark Survey",
      "source_url": "https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf",
      "source_published": "October 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260421172146/https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf",
      "sample": "Demand Gen Report survey of B2B marketers, open to 5 September 2025. Sample size not disclosed. 46% director level, 38% high-tech, 37% under $25M revenue.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-dgr-events-2025"
    },
    {
      "id": "abm-itsma-median-accounts-2023",
      "sentence": "The median ABM programme targeted 250 accounts in 2023, according to Momentum ITSMA.",
      "value": 250,
      "unit": "accounts",
      "place": "Global (69% North America)",
      "data_year": "2023",
      "source_type": "Research",
      "publisher": "Momentum ITSMA (with the ABM Leadership Alliance)",
      "source_title": "Rethinking ABM: Outperforming the Market in the World of AI, 2023 ABM Benchmark Study (7th annual)",
      "source_url": "https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf",
      "source_published": "November 2023, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20250913090703/https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf",
      "sample": "320 ABM heads and practitioners at B2B technology and business services firms, web survey fielded August 2023. 69% North America, 20% Europe, 8% Asia/Pacific. Bases vary by question.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-itsma-median-accounts-2023"
    },
    {
      "id": "abm-dgr-small-lists-2025",
      "sentence": "70% of ABM programmes targeted 100 accounts or fewer in 2025, calculated by StatisticsGlobal from Demand Gen Report data.",
      "value": 70,
      "unit": "%",
      "place": "Not stated",
      "data_year": "2025",
      "source_type": "Our analysis",
      "publisher": "Demand Gen Report",
      "source_title": "2025 Account-based Marketing Benchmark Survey",
      "source_url": "https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf",
      "source_published": "October 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260421172146/https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf",
      "sample": "Demand Gen Report survey of B2B marketers, open to 5 September 2025. Sample size not disclosed. 46% director level, 38% high-tech, 37% under $25M revenue.",
      "method": "Accounts per ABM programme: 1-25 (30%) + 26-50 (21%) + 51-100 (19%) = 70%.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-dgr-small-lists-2025"
    },
    {
      "id": "abm-dgr-ai-score-2026",
      "sentence": "Marketers scored AI at 7.3 out of 10 on average for improving ABM campaign outcomes in 2026, according to Demand Gen Report.",
      "value": 7.3,
      "unit": "out of 10",
      "place": "Not stated",
      "data_year": "2026",
      "source_type": "Industry body",
      "publisher": "Demand Gen Report",
      "source_title": "2026 Account-Based Marketing (ABM) Benchmark Survey Findings: ABM Moves Beyond Pilot Stage with AI Powering Smarter Execution",
      "source_url": "https://demandgenreport.com/blog/2026-account-based-marketing-abm-benchmark-survey-findings-abm-moves-beyond-pilot-stage-with-ai-powering-smarter-execution/52996",
      "source_published": "27 May 2026, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260616054613/https://www.demandgenreport.com/blog/2026-account-based-marketing-abm-benchmark-survey-findings-abm-moves-beyond-pilot-stage-with-ai-powering-smarter-execution/52996/",
      "sample": "Demand Gen Report benchmark survey of B2B marketers, published May 2026. Sample size not disclosed.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-dgr-ai-score-2026"
    },
    {
      "id": "abm-dgr-ai-use-2025",
      "sentence": "37% of ABM practitioners used AI tools in 2025, according to Demand Gen Report.",
      "value": 37,
      "unit": "%",
      "place": "Not stated",
      "data_year": "2025",
      "source_type": "Industry body",
      "publisher": "Demand Gen Report",
      "source_title": "2025 Account-based Marketing Benchmark Survey",
      "source_url": "https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf",
      "source_published": "October 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260421172146/https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf",
      "sample": "Demand Gen Report survey of B2B marketers, open to 5 September 2025. Sample size not disclosed. 46% director level, 38% high-tech, 37% under $25M revenue.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-dgr-ai-use-2025"
    },
    {
      "id": "abm-dgr-ai-noimpact-2025",
      "sentence": "Nearly 70% of ABM practitioners said AI had not yet made an impact on their ABM in 2025, according to Demand Gen Report.",
      "value": 70,
      "unit": "%",
      "place": "Not stated",
      "data_year": "2025",
      "source_type": "Industry body",
      "publisher": "Demand Gen Report",
      "source_title": "2025 Account-based Marketing Benchmark Survey",
      "source_url": "https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf",
      "source_published": "October 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260421172146/https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf",
      "sample": "Demand Gen Report survey of B2B marketers, open to 5 September 2025. Sample size not disclosed. 46% director level, 38% high-tech, 37% under $25M revenue.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-dgr-ai-noimpact-2025"
    },
    {
      "id": "abm-itsma-genai-2023",
      "sentence": "ABM programmes rated their use of generative AI at 1.9 out of 5 in 2023, according to Momentum ITSMA.",
      "value": 1.9,
      "unit": "out of 5",
      "place": "Global (69% North America)",
      "data_year": "2023",
      "source_type": "Research",
      "publisher": "Momentum ITSMA (with the ABM Leadership Alliance)",
      "source_title": "Rethinking ABM: Outperforming the Market in the World of AI, 2023 ABM Benchmark Study (7th annual)",
      "source_url": "https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf",
      "source_published": "November 2023, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20250913090703/https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf",
      "sample": "320 ABM heads and practitioners at B2B technology and business services firms, web survey fielded August 2023. 69% North America, 20% Europe, 8% Asia/Pacific. Bases vary by question.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-itsma-genai-2023"
    },
    {
      "id": "abm-dgr-alignment-2025",
      "sentence": "43% of ABM practitioners named sales and marketing alignment as a challenge in 2025, according to Demand Gen Report.",
      "value": 43,
      "unit": "%",
      "place": "Not stated",
      "data_year": "2025",
      "source_type": "Industry body",
      "publisher": "Demand Gen Report",
      "source_title": "2025 Account-based Marketing Benchmark Survey",
      "source_url": "https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf",
      "source_published": "October 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260421172146/https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf",
      "sample": "Demand Gen Report survey of B2B marketers, open to 5 September 2025. Sample size not disclosed. 46% director level, 38% high-tech, 37% under $25M revenue.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-dgr-alignment-2025"
    },
    {
      "id": "abm-foundry-measure-challenge-2022",
      "sentence": "81% of B2B tech marketers named quantifying ABM results as a challenge in 2022, according to Foundry.",
      "value": 81,
      "unit": "%",
      "place": "Global (60% North America)",
      "data_year": "2022",
      "source_type": "Research",
      "publisher": "Foundry (IDG)",
      "source_title": "STUDY: 96% of B2B Marketers Have A Documented Account-Based Marketing Strategy In Place",
      "source_url": "https://www.globenewswire.com/news-release/2022/10/27/2542918/0/en/STUDY-96-of-B2B-Marketers-Have-A-Documented-Account-Based-Marketing-Strategy-In-Place.html",
      "source_published": "27 October 2022, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260210100352/https://www.globenewswire.com/news-release/2022/10/27/2542918/0/en/STUDY-96-of-B2B-Marketers-Have-A-Documented-Account-Based-Marketing-Strategy-In-Place.html",
      "sample": "500 B2B tech marketers. 60% North America, 20% EMEA, 20% APAC.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-foundry-measure-challenge-2022"
    },
    {
      "id": "abm-foundry-success-2023",
      "sentence": "93% of B2B technology marketers rated their ABM efforts extremely or very successful in 2023, according to Foundry.",
      "value": 93,
      "unit": "%",
      "place": "Global (B2B tech)",
      "data_year": "2023",
      "source_type": "Research",
      "publisher": "Foundry (IDG)",
      "source_title": "2023 ABM Benchmarking & Intent Data Study",
      "source_url": "https://foundryco.com/tools-for-marketers/white-paper-abm-benchmarking-study/",
      "source_published": "28 September 2023, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260929112807/https://foundryco.com/tools-for-marketers/white-paper-abm-benchmarking-study/",
      "sample": "500 B2B technology marketers, online survey, August 2023 (third annual study).",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-foundry-success-2023"
    },
    {
      "id": "abm-foundry-success-change",
      "sentence": "Foundry's ABM success rating rose 9 points, from 84% in 2022 to 93% in 2023, calculated by StatisticsGlobal.",
      "value": 9,
      "unit": "points",
      "place": "Global (B2B tech)",
      "data_year": "2023",
      "source_type": "Our analysis",
      "publisher": "Foundry (IDG)",
      "source_title": "2023 ABM Benchmarking & Intent Data Study",
      "source_url": "https://foundryco.com/tools-for-marketers/white-paper-abm-benchmarking-study/",
      "source_published": "28 September 2023, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260929112807/https://foundryco.com/tools-for-marketers/white-paper-abm-benchmarking-study/",
      "sample": "500 B2B technology marketers, online survey, August 2023 (third annual study).",
      "method": "93% extremely or very successful in 2023 - 84% in 2022 = +9 points. Both years surveyed 500 B2B tech marketers.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-foundry-success-change"
    },
    {
      "id": "abm-dgr-expectations-2026",
      "sentence": "85% of B2B marketers said ABM met or exceeded expectations in 2026, calculated by StatisticsGlobal from Demand Gen Report data.",
      "value": 85,
      "unit": "%",
      "place": "Not stated",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "Demand Gen Report",
      "source_title": "2026 Account-Based Marketing (ABM) Benchmark Survey Findings: ABM Moves Beyond Pilot Stage with AI Powering Smarter Execution",
      "source_url": "https://demandgenreport.com/blog/2026-account-based-marketing-abm-benchmark-survey-findings-abm-moves-beyond-pilot-stage-with-ai-powering-smarter-execution/52996",
      "source_published": "27 May 2026, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260616054613/https://www.demandgenreport.com/blog/2026-account-based-marketing-abm-benchmark-survey-findings-abm-moves-beyond-pilot-stage-with-ai-powering-smarter-execution/52996/",
      "sample": "Demand Gen Report benchmark survey of B2B marketers, published May 2026. Sample size not disclosed.",
      "method": "52% meeting expectations + 23% exceeding + 10% greatly exceeding = 85%. Demand Gen Report presents these as separate ratings; the question text is not published.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-dgr-expectations-2026"
    },
    {
      "id": "abm-nrich-success-2025",
      "sentence": "26% of B2B organisations described their ABM programme as successful in 2025, according to N.Rich.",
      "value": 26,
      "unit": "%",
      "place": "Global (58% Europe)",
      "data_year": "2025",
      "source_type": "Vendor survey",
      "publisher": "N.Rich",
      "source_title": "2025 State of ABM report",
      "source_url": "https://nrich.io/state-of-abm-report",
      "source_published": "2025 (undated page), accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260418035025/https://nrich.io/state-of-abm-report",
      "sample": "107 respondents at B2B organisations, 58% Europe, 27% North America, 67% software or SaaS. N.Rich sells ABM software.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-nrich-success-2025"
    },
    {
      "id": "abm-nrich-unsuccessful-2025",
      "sentence": "31% of B2B organisations called their ABM programme unsuccessful in 2025, according to N.Rich.",
      "value": 31,
      "unit": "%",
      "place": "Global (58% Europe)",
      "data_year": "2025",
      "source_type": "Vendor survey",
      "publisher": "N.Rich",
      "source_title": "2025 State of ABM report",
      "source_url": "https://nrich.io/state-of-abm-report",
      "source_published": "2025 (undated page), accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260418035025/https://nrich.io/state-of-abm-report",
      "sample": "107 respondents at B2B organisations, 58% Europe, 27% North America, 67% software or SaaS. N.Rich sells ABM software.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-nrich-unsuccessful-2025"
    },
    {
      "id": "abm-foundry-documented-2022",
      "sentence": "96% of B2B tech marketers had a documented ABM strategy in 2022, according to Foundry.",
      "value": 96,
      "unit": "%",
      "place": "Global (60% North America)",
      "data_year": "2022",
      "source_type": "Research",
      "publisher": "Foundry (IDG)",
      "source_title": "STUDY: 96% of B2B Marketers Have A Documented Account-Based Marketing Strategy In Place",
      "source_url": "https://www.globenewswire.com/news-release/2022/10/27/2542918/0/en/STUDY-96-of-B2B-Marketers-Have-A-Documented-Account-Based-Marketing-Strategy-In-Place.html",
      "source_published": "27 October 2022, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260210100352/https://www.globenewswire.com/news-release/2022/10/27/2542918/0/en/STUDY-96-of-B2B-Marketers-Have-A-Documented-Account-Based-Marketing-Strategy-In-Place.html",
      "sample": "500 B2B tech marketers. 60% North America, 20% EMEA, 20% APAC.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-foundry-documented-2022"
    },
    {
      "id": "abm-foundry-alignment-2022",
      "sentence": "76% of B2B tech marketers rated their sales and marketing alignment as strong in 2022, according to Foundry.",
      "value": 76,
      "unit": "%",
      "place": "Global (60% North America)",
      "data_year": "2022",
      "source_type": "Research",
      "publisher": "Foundry (IDG)",
      "source_title": "STUDY: 96% of B2B Marketers Have A Documented Account-Based Marketing Strategy In Place",
      "source_url": "https://www.globenewswire.com/news-release/2022/10/27/2542918/0/en/STUDY-96-of-B2B-Marketers-Have-A-Documented-Account-Based-Marketing-Strategy-In-Place.html",
      "source_published": "27 October 2022, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260210100352/https://www.globenewswire.com/news-release/2022/10/27/2542918/0/en/STUDY-96-of-B2B-Marketers-Have-A-Documented-Account-Based-Marketing-Strategy-In-Place.html",
      "sample": "500 B2B tech marketers. 60% North America, 20% EMEA, 20% APAC.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-foundry-alignment-2022"
    },
    {
      "id": "abm-itsma-leaders-staff-gap",
      "sentence": "ABM leaders were 31 points more likely than other programmes to have full-time ABM staff in 2023, 82% against 51%, calculated by StatisticsGlobal from Momentum ITSMA data.",
      "value": 31,
      "unit": "points",
      "place": "Global (69% North America)",
      "data_year": "2023",
      "source_type": "Our analysis",
      "publisher": "Momentum ITSMA (with the ABM Leadership Alliance)",
      "source_title": "Rethinking ABM: Outperforming the Market in the World of AI, 2023 ABM Benchmark Study (7th annual)",
      "source_url": "https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf",
      "source_published": "November 2023, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20250913090703/https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf",
      "sample": "320 ABM heads and practitioners at B2B technology and business services firms, web survey fielded August 2023. 69% North America, 20% Europe, 8% Asia/Pacific. Bases vary by question.",
      "method": "Full-time ABM staff: ABM leaders 82% (N=19) - all others 51% (N=94) = 31 points.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/account-based-marketing-statistics/#stat-abm-itsma-leaders-staff-gap"
    }
  ]
}