# Account-Based Marketing Statistics 2026: Adoption, ROI, Budgets and Intent Data

Updated 2026-10-28. Checked by StatisticsGlobal editorial team. Demand Gen Report ABM benchmark surveys 2025 and 2026, Momentum ITSMA and ABM Leadership Alliance benchmarks 2022 and 2023, Foundry ABM and intent studies 2022 and 2023, Forrester State of ABM 2022 and N.Rich State of ABM 2025.
Canonical: https://statisticsglobal.org/account-based-marketing-statistics/

Nearly 80% of surveyed B2B organisations were running an account-based marketing (ABM) strategy in 2026, according to Demand Gen Report, up from 71% in its 2025 survey. ABM took 30% of the average B2B marketing budget in 2023, according to Momentum ITSMA, and 66% of practitioners planned to spend more in 2024. Proof is the weak spot. Only 52% measured ABM ROI in 2023, and proving ROI was the most cited ABM challenge in 2025, named by 47%.

## Key statistics

- Nearly 80% of surveyed B2B organisations were actively running an ABM strategy in 2026, according to Demand Gen Report.
- ABM took 30% of the average B2B marketing budget in 2023, according to Momentum ITSMA.
- 52% of ABM practitioners measured ABM ROI in 2023, according to Momentum ITSMA.
- 47% of ABM practitioners named proving ROI or attribution as a challenge in 2025, the most cited, according to Demand Gen Report.
- Self-rated ABM success ranged from 26% to 93% across surveys, N.Rich in 2025 against Foundry in 2023, calculated by StatisticsGlobal.

## Account-based marketing adoption statistics

ABM means picking a set of named accounts and marketing to them as markets of one or a few. Demand Gen Report is the only free source that has asked the same adoption question in recent years.

ABM is now the norm among the B2B marketers who answer these surveys. Demand Gen Report found 71% running ABM in its 2025 survey and nearly 80% in its 2026 survey. Its 2025 figure was four points up on the year before, which puts 2024 at 67%. Another 23% planned to start in 2025, so almost no one in the sample ruled ABM out.

Most programmes are still young. Only 26% of Demand Gen Report's 2025 respondents had run ABM for more than two years. In Forrester's 2022 survey, around 80% of programmes were under two years old and 39% were still pilots.

Adoption figures also flatter the label. Forrester judged 26% of the programmes it surveyed in 2022 to be ABM in name only. Momentum ITSMA counted just 17% of its 2023 respondents as ABM leaders.

- Nearly 80% of surveyed B2B organisations were actively running an ABM strategy in 2026, according to Demand Gen Report. Source: Demand Gen Report, 2026 Account-Based Marketing (ABM) Benchmark Survey Findings: ABM Moves Beyond Pilot Stage with AI Powering Smarter Execution (27 May 2026, accessed 28 October 2026) https://demandgenreport.com/blog/2026-account-based-marketing-abm-benchmark-survey-findings-abm-moves-beyond-pilot-stage-with-ai-powering-smarter-execution/52996
- 71% of B2B marketing practitioners used an ABM strategy in 2025, up four points on the year before, according to Demand Gen Report. Source: Demand Gen Report, 2025 Account-based Marketing Benchmark Survey (October 2025, accessed 28 October 2026) https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf
- 67% of B2B marketing practitioners used an ABM strategy in 2024, calculated by StatisticsGlobal from Demand Gen Report data. Source: Demand Gen Report, 2025 Account-based Marketing Benchmark Survey (October 2025, accessed 28 October 2026) https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf
- ABM adoption rose about 9 points between Demand Gen Report surveys, from 71% in 2025 to nearly 80% in 2026, calculated by StatisticsGlobal. Source: Demand Gen Report, 2026 Account-Based Marketing (ABM) Benchmark Survey Findings: ABM Moves Beyond Pilot Stage with AI Powering Smarter Execution (27 May 2026, accessed 28 October 2026) https://demandgenreport.com/blog/2026-account-based-marketing-abm-benchmark-survey-findings-abm-moves-beyond-pilot-stage-with-ai-powering-smarter-execution/52996
- A further 23% of B2B marketing practitioners planned to add an ABM strategy in 2025, according to Demand Gen Report. Source: Demand Gen Report, 2025 Account-based Marketing Benchmark Survey (October 2025, accessed 28 October 2026) https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf
- 94% of B2B marketing practitioners ran ABM or planned to add it in 2025, calculated by StatisticsGlobal from Demand Gen Report data. Source: Demand Gen Report, 2025 Account-based Marketing Benchmark Survey (October 2025, accessed 28 October 2026) https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf
- 26% of B2B marketing practitioners had run ABM for more than two years in 2025, according to Demand Gen Report. Source: Demand Gen Report, 2025 Account-based Marketing Benchmark Survey (October 2025, accessed 28 October 2026) https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf
- Around 80% of ABM programmes were under two years old in 2022, including 39% still in pilot, according to Forrester. Source: Forrester, New Forrester State Of Account-Based Marketing Survey Reveals How ABM Budgets Are Shifting (6 July 2022, accessed 28 October 2026) https://www.forrester.com/blogs/new-forrester-state-of-account-based-marketing-survey-reveals-how-abm-budgets-are-shifting
- Forrester judged 26% of the B2B ABM programmes it surveyed in 2022 to be practising ABM only loosely, if at all. Source: Forrester, One In Four Account-Based Marketing Programs Are Built On Quicksand (20 February 2023, accessed 28 October 2026) https://www.forrester.com/blogs/one-in-four-account-based-marketing-programs-are-built-on-quicksand
- 17% of ABM practitioners surveyed counted as ABM leaders in 2023, according to Momentum ITSMA. Source: Momentum ITSMA (with the ABM Leadership Alliance), Rethinking ABM: Outperforming the Market in the World of AI, 2023 ABM Benchmark Study (7th annual) (November 2023, accessed 28 October 2026) https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf

Table: ABM adoption and maturity, by source

| Measure | Value | Year | Source |
|---|---|---|---|
| Running an ABM strategy | Nearly 80% | 2026 | Demand Gen Report |
| Running an ABM strategy | 71% | 2025 | Demand Gen Report |
| Planning to add ABM | 23% | 2025 | Demand Gen Report |
| Running ABM for more than two years | 26% | 2025 | Demand Gen Report |
| Programmes under two years old | Around 80% | 2022 | Forrester |
| Programmes still in pilot | 39% | 2022 | Forrester |
| Practising ABM loosely, if at all | 26% | 2022 | Forrester |
| Respondents classed as ABM leaders | 17% | 2023 | Momentum ITSMA |

Sources: Demand Gen Report, Forrester, Momentum ITSMA and ABM Leadership Alliance.

## ABM ROI statistics

Most practitioners say ABM pays back better than other marketing. Far fewer can show it, because only about half measure ABM ROI at all.

In Momentum ITSMA's 2022 study, 72% said ABM delivered higher ROI than other types of marketing. Its 2023 study shows the gap behind that belief. Only 52% measured ABM ROI, 35% did not and 13% did not know. So 48% could not put a number on it.

Reported gains are broad but shallow. In 2023, 85% saw better engagement with their selected accounts, 78% saw pipeline growth and 74% saw revenue growth. Momentum ITSMA notes that relatively few programmes see significant improvement in revenue metrics. Both pipeline and revenue shares were lower than in the 2022 study, at 84% and 77%.

Revenue attribution is modest where it is measured. In N.Rich's 2025 survey, 55% said ABM influenced no more than a fifth of company revenue. For the content that drives returns, see our [personalisation statistics](https://statisticsglobal.org/personalization-statistics/).

- 72% of ABM practitioners said ABM delivered higher ROI than other types of marketing in 2022, according to Momentum ITSMA. Source: Momentum ITSMA (with the ABM Leadership Alliance), The ABM Leadership Alliance and Momentum ITSMA release sixth annual ABM benchmark report (13 December 2022, accessed 28 October 2026) https://www.demandbase.com/press-release/the-abm-leadership-alliance-and-momentum-itsma-release-sixth-annual-abm-benchmark-report/
- 52% of ABM practitioners measured ABM ROI in 2023, according to Momentum ITSMA. Source: Momentum ITSMA (with the ABM Leadership Alliance), Rethinking ABM: Outperforming the Market in the World of AI, 2023 ABM Benchmark Study (7th annual) (November 2023, accessed 28 October 2026) https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf
- 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. Source: Momentum ITSMA (with the ABM Leadership Alliance), Rethinking ABM: Outperforming the Market in the World of AI, 2023 ABM Benchmark Study (7th annual) (November 2023, accessed 28 October 2026) https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf
- 85% of ABM practitioners reported better engagement with their selected accounts in 2023, according to Momentum ITSMA. Source: Momentum ITSMA (with the ABM Leadership Alliance), Rethinking ABM: Outperforming the Market in the World of AI, 2023 ABM Benchmark Study (7th annual) (November 2023, accessed 28 October 2026) https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf
- 78% of ABM practitioners reported pipeline growth from ABM in 2023, according to Momentum ITSMA. Source: Momentum ITSMA (with the ABM Leadership Alliance), Rethinking ABM: Outperforming the Market in the World of AI, 2023 ABM Benchmark Study (7th annual) (November 2023, accessed 28 October 2026) https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf
- 74% of ABM practitioners reported revenue growth from ABM in 2023, according to Momentum ITSMA. Source: Momentum ITSMA (with the ABM Leadership Alliance), Rethinking ABM: Outperforming the Market in the World of AI, 2023 ABM Benchmark Study (7th annual) (November 2023, accessed 28 October 2026) https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf
- The share of ABM practitioners reporting pipeline growth fell from 84% in 2022 to 78% in 2023, calculated by StatisticsGlobal from Momentum ITSMA data. Source: Momentum ITSMA (with the ABM Leadership Alliance), Rethinking ABM: Outperforming the Market in the World of AI, 2023 ABM Benchmark Study (7th annual) (November 2023, accessed 28 October 2026) https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf
- 47% of B2B marketers named personalised content as the ABM tactic with the highest ROI in 2026, according to Demand Gen Report. Source: Demand Gen Report, 2026 Account-Based Marketing (ABM) Benchmark Survey Findings: ABM Moves Beyond Pilot Stage with AI Powering Smarter Execution (27 May 2026, accessed 28 October 2026) https://demandgenreport.com/blog/2026-account-based-marketing-abm-benchmark-survey-findings-abm-moves-beyond-pilot-stage-with-ai-powering-smarter-execution/52996
- 55% of B2B organisations said ABM influenced 0% to 20% of company revenue in 2025, according to N.Rich. Source: N.Rich, 2025 State of ABM report (2025 (undated page), accessed 28 October 2026) https://nrich.io/state-of-abm-report

Table: Share of ABM practitioners reporting improvement from ABM, 2022 vs 2023

| Outcome | 2022 | 2023 | Change (points) |
|---|---|---|---|
| Pipeline growth | 84% | 78% | -6 |
| Revenue growth | 77% | 74% | -3 |
| Engagement with selected accounts | 90% | 85% | -5 |

Source: Momentum ITSMA and ABM Leadership Alliance benchmark studies (6th and 7th annual). Change calculated by StatisticsGlobal. The 2023 base is 111 programmes.

## ABM budget statistics

ABM claims a large slice of B2B marketing money. Growth in that slice has slowed, and the only dollar figure in free research is from 2022.

Momentum ITSMA put ABM at 28% of B2B marketing budgets in 2022 and 30% in 2023. The share planning to spend more fell from 71% to 66%. ABM budgets were still rising for most, but more slowly.

Forrester is the only free source with a dollar figure. It found ABM budgets fell 16% from 2020 to $590,000 in 2022, which implies about $702,000 in 2020. Its 2022 sample had more small companies than before, which may pull the figure down.

Foundry's numbers run hotter. In 2022, 87% of its B2B tech marketers said ABM investment had grown in the past year. Foundry's sample is all technology firms, where ABM is most common. For wider sales spending, see our [sales statistics](https://statisticsglobal.org/sales-statistics/).

- ABM took 30% of the average B2B marketing budget in 2023, according to Momentum ITSMA. Source: Momentum ITSMA (with the ABM Leadership Alliance), Rethinking ABM: Outperforming the Market in the World of AI, 2023 ABM Benchmark Study (7th annual) (November 2023, accessed 28 October 2026) https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf
- ABM took 28% of B2B marketing budgets in 2022, according to Momentum ITSMA. Source: Momentum ITSMA (with the ABM Leadership Alliance), The ABM Leadership Alliance and Momentum ITSMA release sixth annual ABM benchmark report (13 December 2022, accessed 28 October 2026) https://www.demandbase.com/press-release/the-abm-leadership-alliance-and-momentum-itsma-release-sixth-annual-abm-benchmark-report/
- 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. Source: Momentum ITSMA (with the ABM Leadership Alliance), Rethinking ABM: Outperforming the Market in the World of AI, 2023 ABM Benchmark Study (7th annual) (November 2023, accessed 28 October 2026) https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf
- 66% of ABM practitioners surveyed in 2023 planned to increase ABM spending in 2024, according to Momentum ITSMA. Source: Momentum ITSMA (with the ABM Leadership Alliance), Rethinking ABM: Outperforming the Market in the World of AI, 2023 ABM Benchmark Study (7th annual) (November 2023, accessed 28 October 2026) https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf
- 71% of ABM practitioners surveyed in 2022 planned to increase ABM budgets the following year, according to Momentum ITSMA. Source: Momentum ITSMA (with the ABM Leadership Alliance), The ABM Leadership Alliance and Momentum ITSMA release sixth annual ABM benchmark report (13 December 2022, accessed 28 October 2026) https://www.demandbase.com/press-release/the-abm-leadership-alliance-and-momentum-itsma-release-sixth-annual-abm-benchmark-report/
- The share planning bigger ABM budgets fell 5 points, from 71% in 2022 to 66% in 2023, calculated by StatisticsGlobal from Momentum ITSMA data. Source: Momentum ITSMA (with the ABM Leadership Alliance), Rethinking ABM: Outperforming the Market in the World of AI, 2023 ABM Benchmark Study (7th annual) (November 2023, accessed 28 October 2026) https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf
- 87% of B2B tech marketers said their ABM investment grew over the previous 12 months in 2022, according to Foundry. Source: Foundry (IDG), STUDY: 96% of B2B Marketers Have A Documented Account-Based Marketing Strategy In Place (27 October 2022, accessed 28 October 2026) 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
- ABM budgets fell 16% from 2020 to $590,000 in 2022, according to Forrester. Source: Forrester, New Forrester State Of Account-Based Marketing Survey Reveals How ABM Budgets Are Shifting (6 July 2022, accessed 28 October 2026) https://www.forrester.com/blogs/new-forrester-state-of-account-based-marketing-survey-reveals-how-abm-budgets-are-shifting
- ABM budgets were about $702,000 in 2020, calculated by StatisticsGlobal from Forrester data on a 16% fall to $590,000 by 2022. Source: Forrester, New Forrester State Of Account-Based Marketing Survey Reveals How ABM Budgets Are Shifting (6 July 2022, accessed 28 October 2026) https://www.forrester.com/blogs/new-forrester-state-of-account-based-marketing-survey-reveals-how-abm-budgets-are-shifting

Table: ABM budget measures by source and year

| Measure | Value | Year | Source |
|---|---|---|---|
| Share of B2B marketing budget for ABM | 30% | 2023 | Momentum ITSMA |
| Share of B2B marketing budget for ABM | 28% | 2022 | Momentum ITSMA |
| Planning to increase ABM spend next year | 66% | 2023 | Momentum ITSMA |
| Planning to increase ABM spend next year | 71% | 2022 | Momentum ITSMA |
| ABM investment grew in past 12 months | 87% | 2022 | Foundry |
| ABM budget | $590,000 | 2022 | Forrester |
| ABM budget (implied) | About $702,000 | 2020 | Calculated from Forrester |

Sources: Momentum ITSMA and ABM Leadership Alliance, Foundry, Forrester. 2020 budget calculated by StatisticsGlobal.

## ABM technology, intent data and AI statistics

Intent data and AI are the two tools most ABM vendors sell on. Survey answers on both depend heavily on who was asked.

Intent data use varies a lot by source. Foundry found 91% of B2B tech marketers using intent data to prioritise accounts in 2023. Demand Gen Report found 58% using behavioural or intent signals in 2025. Foundry asked only technology marketers; Demand Gen Report's sample includes many small firms.

ABM runs mostly on everyday channels. In 2025, 92% used email and 72% used in-person events to reach target accounts. Only 22% of N.Rich's respondents had a dedicated ABM platform, and 29% ran ABM in spreadsheets. See our [B2B email marketing statistics](https://statisticsglobal.org/b2b-email-marketing-statistics/) for email benchmarks.

Lists are small. In 2025, 70% of programmes targeted 100 accounts or fewer. Momentum ITSMA's 2023 median was 250 accounts.

AI is where sources disagree most. In Demand Gen Report's 2025 survey, 37% used AI tools and nearly 70% said AI had not yet made an impact. Seven months later its 2026 survey scored AI at 7.3 out of 10 for improving campaign outcomes. Momentum ITSMA's 2023 programmes rated their generative AI use at just 1.9 out of 5.

- 91% of B2B technology marketers used intent data to prioritise accounts in 2023, according to Foundry. Source: Foundry (IDG), 2023 ABM Benchmarking & Intent Data Study (28 September 2023, accessed 28 October 2026) https://foundryco.com/tools-for-marketers/white-paper-abm-benchmarking-study/
- 58% of B2B marketing practitioners used behavioural or intent signals for ABM in 2025, according to Demand Gen Report. Source: Demand Gen Report, 2025 Account-based Marketing Benchmark Survey (October 2025, accessed 28 October 2026) https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf
- 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. Source: Demand Gen Report, 2025 Account-based Marketing Benchmark Survey (October 2025, accessed 28 October 2026) https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf
- 22% of B2B organisations used a dedicated ABM platform in 2025, according to N.Rich. Source: N.Rich, 2025 State of ABM report (2025 (undated page), accessed 28 October 2026) https://nrich.io/state-of-abm-report
- 29% of B2B organisations ran ABM manually with spreadsheets in 2025, according to N.Rich. Source: N.Rich, 2025 State of ABM report (2025 (undated page), accessed 28 October 2026) https://nrich.io/state-of-abm-report
- 92% of ABM marketers used email to engage their target accounts in 2025, according to Demand Gen Report. Source: Demand Gen Report, 2025 Account-based Marketing Benchmark Survey (October 2025, accessed 28 October 2026) https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf
- 72% of ABM marketers used in-person events to engage their target accounts in 2025, according to Demand Gen Report. Source: Demand Gen Report, 2025 Account-based Marketing Benchmark Survey (October 2025, accessed 28 October 2026) https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf
- The median ABM programme targeted 250 accounts in 2023, according to Momentum ITSMA. Source: Momentum ITSMA (with the ABM Leadership Alliance), Rethinking ABM: Outperforming the Market in the World of AI, 2023 ABM Benchmark Study (7th annual) (November 2023, accessed 28 October 2026) https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf
- 70% of ABM programmes targeted 100 accounts or fewer in 2025, calculated by StatisticsGlobal from Demand Gen Report data. Source: Demand Gen Report, 2025 Account-based Marketing Benchmark Survey (October 2025, accessed 28 October 2026) https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf
- Marketers scored AI at 7.3 out of 10 on average for improving ABM campaign outcomes in 2026, according to Demand Gen Report. Source: Demand Gen Report, 2026 Account-Based Marketing (ABM) Benchmark Survey Findings: ABM Moves Beyond Pilot Stage with AI Powering Smarter Execution (27 May 2026, accessed 28 October 2026) https://demandgenreport.com/blog/2026-account-based-marketing-abm-benchmark-survey-findings-abm-moves-beyond-pilot-stage-with-ai-powering-smarter-execution/52996
- 37% of ABM practitioners used AI tools in 2025, according to Demand Gen Report. Source: Demand Gen Report, 2025 Account-based Marketing Benchmark Survey (October 2025, accessed 28 October 2026) https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf
- Nearly 70% of ABM practitioners said AI had not yet made an impact on their ABM in 2025, according to Demand Gen Report. Source: Demand Gen Report, 2025 Account-based Marketing Benchmark Survey (October 2025, accessed 28 October 2026) https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf
- ABM programmes rated their use of generative AI at 1.9 out of 5 in 2023, according to Momentum ITSMA. Source: Momentum ITSMA (with the ABM Leadership Alliance), Rethinking ABM: Outperforming the Market in the World of AI, 2023 ABM Benchmark Study (7th annual) (November 2023, accessed 28 October 2026) https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf

Table: ABM channels, tools and AI use, by source

| Measure | Value | Year | Source |
|---|---|---|---|
| Use intent data to prioritise accounts | 91% | 2023 | Foundry |
| Use behavioural or intent signals | 58% | 2025 | Demand Gen Report |
| Use email to engage ABM accounts | 92% | 2025 | Demand Gen Report |
| Use in-person events | 72% | 2025 | Demand Gen Report |
| Use a dedicated ABM platform | 22% | 2025 | N.Rich |
| Run ABM in spreadsheets | 29% | 2025 | N.Rich |
| Use AI tools for ABM | 37% | 2025 | Demand Gen Report |
| AI effectiveness score | 7.3 out of 10 | 2026 | Demand Gen Report |
| Generative AI use score | 1.9 out of 5 | 2023 | Momentum ITSMA |

Sources: Foundry, Demand Gen Report, N.Rich, Momentum ITSMA and ABM Leadership Alliance.

## ABM challenges and success rates

How successful ABM looks depends on who runs the survey. Self-rated success ranges from about a quarter to more than nine in ten.

Measurement is the most common problem in every survey that asks. In 2025, 47% of Demand Gen Report's respondents named proving ROI or attribution as a challenge, the top answer, and 43% named sales and marketing alignment. In Foundry's 2022 study, 81% struggled to quantify ABM results.

Success ratings split by source. Foundry found 93% rating ABM extremely or very successful in 2023, up from 84%. Demand Gen Report found 85% saying ABM met or exceeded expectations in 2026. N.Rich found only 26% calling their programme successful in 2025, and 31% calling it unsuccessful. N.Rich's sample is smaller and mostly European software firms.

Resourcing separates the leaders. Momentum ITSMA's ABM leaders were 31 points more likely than other programmes to have full-time ABM staff in 2023, 82% against 51%.

- 47% of ABM practitioners named proving ROI or attribution as a challenge in 2025, the most cited, according to Demand Gen Report. Source: Demand Gen Report, 2025 Account-based Marketing Benchmark Survey (October 2025, accessed 28 October 2026) https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf
- 43% of ABM practitioners named sales and marketing alignment as a challenge in 2025, according to Demand Gen Report. Source: Demand Gen Report, 2025 Account-based Marketing Benchmark Survey (October 2025, accessed 28 October 2026) https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf
- 81% of B2B tech marketers named quantifying ABM results as a challenge in 2022, according to Foundry. Source: Foundry (IDG), STUDY: 96% of B2B Marketers Have A Documented Account-Based Marketing Strategy In Place (27 October 2022, accessed 28 October 2026) 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
- 93% of B2B technology marketers rated their ABM efforts extremely or very successful in 2023, according to Foundry. Source: Foundry (IDG), 2023 ABM Benchmarking & Intent Data Study (28 September 2023, accessed 28 October 2026) https://foundryco.com/tools-for-marketers/white-paper-abm-benchmarking-study/
- Foundry's ABM success rating rose 9 points, from 84% in 2022 to 93% in 2023, calculated by StatisticsGlobal. Source: Foundry (IDG), 2023 ABM Benchmarking & Intent Data Study (28 September 2023, accessed 28 October 2026) https://foundryco.com/tools-for-marketers/white-paper-abm-benchmarking-study/
- 85% of B2B marketers said ABM met or exceeded expectations in 2026, calculated by StatisticsGlobal from Demand Gen Report data. Source: Demand Gen Report, 2026 Account-Based Marketing (ABM) Benchmark Survey Findings: ABM Moves Beyond Pilot Stage with AI Powering Smarter Execution (27 May 2026, accessed 28 October 2026) https://demandgenreport.com/blog/2026-account-based-marketing-abm-benchmark-survey-findings-abm-moves-beyond-pilot-stage-with-ai-powering-smarter-execution/52996
- 26% of B2B organisations described their ABM programme as successful in 2025, according to N.Rich. Source: N.Rich, 2025 State of ABM report (2025 (undated page), accessed 28 October 2026) https://nrich.io/state-of-abm-report
- 31% of B2B organisations called their ABM programme unsuccessful in 2025, according to N.Rich. Source: N.Rich, 2025 State of ABM report (2025 (undated page), accessed 28 October 2026) https://nrich.io/state-of-abm-report
- Self-rated ABM success ranged from 26% to 93% across surveys, N.Rich in 2025 against Foundry in 2023, calculated by StatisticsGlobal. Source: N.Rich, 2025 State of ABM report (2025 (undated page), accessed 28 October 2026) https://nrich.io/state-of-abm-report
- 96% of B2B tech marketers had a documented ABM strategy in 2022, according to Foundry. Source: Foundry (IDG), STUDY: 96% of B2B Marketers Have A Documented Account-Based Marketing Strategy In Place (27 October 2022, accessed 28 October 2026) 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
- 76% of B2B tech marketers rated their sales and marketing alignment as strong in 2022, according to Foundry. Source: Foundry (IDG), STUDY: 96% of B2B Marketers Have A Documented Account-Based Marketing Strategy In Place (27 October 2022, accessed 28 October 2026) 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
- 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. Source: Momentum ITSMA (with the ABM Leadership Alliance), Rethinking ABM: Outperforming the Market in the World of AI, 2023 ABM Benchmark Study (7th annual) (November 2023, accessed 28 October 2026) https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf

Table: Top ABM challenges named by B2B marketers, 2025

| Challenge | Share naming it |
|---|---|
| Proving ROI or attribution | 47% |
| Sales and marketing alignment | 43% |
| Scaling existing ABM efforts | 40% |
| Lack of resources, budget or executive support | 35% |
| Personalisation at scale | 35% |

Source: Demand Gen Report 2025 Account-based Marketing Benchmark Survey.

## How the ABM surveys measure things

Every source here is a survey of marketers. None measures ABM results directly, and most sell ABM services or data.

Momentum ITSMA runs its benchmark with the ABM Leadership Alliance, a group of ABM vendors. Its 2023 study surveyed 320 ABM practitioners in August 2023, 69% in North America. Many questions have smaller bases, such as 111 for outcomes. Its March 2023 press release labels the 28% budget share as 2023 budget. We follow its December 2022 release, which gives it as 2022.

Foundry, part of IDG, surveyed 500 B2B technology marketers in each of 2022 and 2023. Its sample is all technology, so its figures are likely higher than for B2B as a whole.

Demand Gen Report does not publish sample sizes. Its 2025 survey closed in September 2025 and its 2026 results came out in May 2026, so the two editions are only months apart. N.Rich surveyed 107 people and sells ABM software. Forrester's full State of ABM reports are paid; we use only figures from its free blog posts.

Many ABM figures repeated online trace back to studies from 2021 or earlier, or to sources we could not find. We left those out. Where a survey's question wording is not published, we say so in the stat's notes.


## Frequently asked questions

### What percentage of B2B companies use account-based marketing?

Nearly 80% of surveyed B2B organisations were running an ABM strategy in 2026, according to Demand Gen Report. That was up from 71% in its 2025 survey and 67% the year before. The sample size is not published.

### How has ABM adoption changed since last year?

Demand Gen Report's adoption figure rose about 9 points, from 71% in 2025 to nearly 80% in 2026. Its 2025 figure was itself four points higher than the year before.

### What share of the marketing budget goes to ABM?

ABM took 30% of the average B2B marketing budget in 2023, according to Momentum ITSMA, up from 28% in 2022. Forrester found ABM budgets fell 16% from 2020 to $590,000 in 2022.

### Does ABM deliver a better ROI than other marketing?

Most practitioners think so. In 2022, 72% told Momentum ITSMA that ABM delivered higher ROI than other marketing. But only 52% measured ABM ROI in 2023, so much of that belief is not backed by tracking.

### Why do ABM success rates differ so much between surveys?

Samples and questions differ. Foundry surveyed 500 tech marketers and found 93% rating ABM very or extremely successful in 2023. N.Rich surveyed 107 mostly European software firms and found 26% calling ABM successful in 2025.

### Is AI improving account-based marketing?

The evidence is mixed. Demand Gen Report's 2026 survey scored AI at 7.3 out of 10 for improving ABM outcomes. Its 2025 survey found nearly 70% saw no impact yet, and only 37% used AI tools.

## Sources

1. Demand Gen Report, 2026 Account-Based Marketing (ABM) Benchmark Survey Findings: ABM Moves Beyond Pilot Stage with AI Powering Smarter Execution, 27 May 2026, accessed 28 October 2026. https://demandgenreport.com/blog/2026-account-based-marketing-abm-benchmark-survey-findings-abm-moves-beyond-pilot-stage-with-ai-powering-smarter-execution/52996
2. Momentum ITSMA (with the ABM Leadership Alliance), Rethinking ABM: Outperforming the Market in the World of AI, 2023 ABM Benchmark Study (7th annual), November 2023, accessed 28 October 2026. https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMA_ABMLA2023_GlobalBenchmarkReport.pdf
3. Demand Gen Report, 2025 Account-based Marketing Benchmark Survey, October 2025, accessed 28 October 2026. https://53a3b3d3789413ab876e-c1e3bb10b0333d7ff7aa972d61f8c669.ssl.cf1.rackcdn.com/DGR_DG340_SURV_ABMSurvey_Oct_2025_Final.pdf
4. N.Rich, 2025 State of ABM report, 2025 (undated page), accessed 28 October 2026. https://nrich.io/state-of-abm-report
5. Forrester, New Forrester State Of Account-Based Marketing Survey Reveals How ABM Budgets Are Shifting, 6 July 2022, accessed 28 October 2026. https://www.forrester.com/blogs/new-forrester-state-of-account-based-marketing-survey-reveals-how-abm-budgets-are-shifting
6. Forrester, One In Four Account-Based Marketing Programs Are Built On Quicksand, 20 February 2023, accessed 28 October 2026. https://www.forrester.com/blogs/one-in-four-account-based-marketing-programs-are-built-on-quicksand
7. Momentum ITSMA (with the ABM Leadership Alliance), The ABM Leadership Alliance and Momentum ITSMA release sixth annual ABM benchmark report, 13 December 2022, accessed 28 October 2026. https://www.demandbase.com/press-release/the-abm-leadership-alliance-and-momentum-itsma-release-sixth-annual-abm-benchmark-report/
8. Foundry (IDG), STUDY: 96% of B2B Marketers Have A Documented Account-Based Marketing Strategy In Place, 27 October 2022, accessed 28 October 2026. 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
9. Foundry (IDG), 2023 ABM Benchmarking & Intent Data Study, 28 September 2023, accessed 28 October 2026. https://foundryco.com/tools-for-marketers/white-paper-abm-benchmarking-study/