60+ Eye-Opening Account-Based Marketing Statistics for 2025

Account-based marketing (ABM) has become the fastest way for revenue teams to combine their sales and marketing teams and budgets and go after targeted accounts. 

No more spray-and-pray marketing tactics. 

If you’re still on the fence about ABM, we’ve curated 60+ account-based marketing statistics that show you the benefits, challenges, and future of account-based marketing in 2025 and beyond.

General account-based marketing statistics

• 67% of brands leverage account-based marketing (HubSpot, 2024)

• In 2021, 70% of marketers used account-based marketing, compared to 55% in 2020 (HubSpot, 2024)

• In 2020, 61% of companies surveyed in 2020 had a full ABM program in place or were in the midst of a pilot program. Nearly a third (27%) thought about getting started in the next six months. (DemandBase, 2023) 

• 94.2% of organizations say they’ve currently got an ABM program (Terminus, 2023)

• 61% of B2B marketers report that ABM is essential to their overall marketing objectives (IDG, 2024)

• High-performing B2B marketers dedicate 18% of their budgets to ABM, versus 14% for underperformers (Salesforce, 2024)

• In 2020, 91% of companies with 1,000 employers or more had a full ABM program in place (48%), are running a pilot (23%), or planning to get started in the next six months (20%). (DemandBase, 2024)

• Budgets dedicated to ABM have increased year on year by 40%, from 20% in 2019 to 28% in 2020. (DemandBase, 2025)

• 15% of companies will increase their ABM budget in 2022 (ITSMA, 2024)

• 63% of the most effective marketing programs in 2020 rely on account insight to support their ABM efforts (ITSMA, 2024)

• On average, companies allocate 37% of their budget to their ABM programs (DemandBase, 2024)

• Only 28% of companies share ABM responsibilities throughout an entire team (IDG, 2024)

• 32% of companies under $100 million ARR dedicate more of their total marketing budgets to ABM compared to 21% of companies with over $1 billion ARR (ITSMA, 2023)

• 29% of marketers target 101-500 accounts with an ABM strategy (DemandGen, 2024)

• 70% of B2B marketers say that the principles of ABM are influencing the way companies do marketing today (ITSMA, 2024)

• 55% of marketing professionals use ABM for both new revenue and existing customer expansion revenue (DemandBase, 2024)

• 86% of marketers get information about their accounts from three significant sources: social media (65%), their database (62%), and IT publishers (60%). (IDG, 2024)

• Two-thirds of ABM programs today are in the earliest phases of development, with just 20% of them in expansion mode and only 13% being fully embedded in marketing and corporate strategy (ITSMA, 2025)

• Despite the pandemic, 44% of companies maintained their current and original AMB budget. 26% of companies increased their budget, but 30% had to cut back on spending (ITSMA, 2023) 

• 58% of organizations integrated their traditional demand gen. and ABM strategies to streamline their marketing efforts (DemandGen, 2024)

• 49% of marketers say that ABM plays a significant role in making their company more customer-centric (ITSMA, 2024)

• The four best metrics for measuring ABM performance are: revenue generated from target accounts (56%), target account engagement (36%), Marketing Qualified Leads (34%), and win rate (28%). (Ascend2, 2024)

• 42% of companies early in their ABM journey look at ABM as a lead generation strategy rather than as an account engagement strategy (Terminus, 2024)

• The top three goals for ABM programs are creating new opportunities for sales (53%), generating more revenue from existing customers (42%), and identifying new target accounts (35%). (Ascend2, 2024)

• Identifying target contacts, creating custom content, and researching tactics are the top three tactics used by marketers within an ABM program (HubSpot, 2024)

• 41% of marketers say that Lifetime Customer Value and an account's financial information are the two most important metrics to track for ABM (Ascend2, 2024)

• 43% of ABM programs are more than three years old, but less than five years old (Salesforce, 2023)

• 61% of organizations report that customer retention and expansion are a vital part of their ABM program (Terminus, 2023)

• 63% of marketers are already using buying intent / behavior signals (an 8% increase from 2019), with 28% indicating they plan to incorporate them (DemandGen, 2024)

• Most companies run one type of ABM, but 36% have a blended strategy (ITSMA, 2023)

• In an Ascend2 survey, 28% of respondents say that ABM programs are managed by the marketing department, with another 19% saying that a sales department runs these programs. Another 15% have an ABM-specific role taking charge of the programs (Ascend2, 2024)

• In 2021, 76% of companies experimented and expanded their ABM programs, up from 58% in 2020 (ITSMA, 2024)‍

Account-based marketing ROI statistics

• Of companies with complete ABM programs in place, 63% report at least a 25% ROI, and 46% report at least a 50% return (DemandBase, 2023)

• 79% of active ABM adopters have been successfully generating ROI (Terminus, 2023)

• 76% of respondents report higher ROI with ABM than with other tactics. (ITSMA, 2023)

• 94.2% of respondents now have an active ABM program (up from 77% in 2019) (Terminus, 2023)

• DemandBase reports an average increase in ACV of 33% for ABM closed-won opportunities (DemandBase, 2024) 

• 87% of B2B marketers said that the ROI of ABM initiatives outperforms other marketing investments (IDG, 2024)

• IDG estimates that 91% of marketers in the Asia region in general, and China in particular, rated their ABM efforts as highly successful (IDG, 2024)

• 96% of marketers report that the average contract value of their ABM campaigns is more significant than $51,000, with nearly one-third estimating an average of more than $100,000 (IDG, 2024)

Account-based marketing benefits statistics

• 75% of marketers use ABM for customer marketing (up from 38% in 2020) as it helps increase their client retention rates (Terminus, 2023)

• 40% of B2B marketers report improvement in brand equity and perception (ITSMA, 2024)

• 73% of companies noticed an improvement in account engagement since they implemented an ABM approach (ITSMA, 2024)

• Mature ABM programs now account for 79% of all sales opportunities (vs. inbound marketing, outbound marketing, etc.). (Terminus, 2023)

• 82% of B2B marketers state that ABM dramatically improves the alignment between marketing and sales at their company. (LinkedIn, 2023)

• 86% of organizations say that an ABM approach has helped them increase their win rates (TOPO, 2023)

• 61% of marketers say that ABM has significantly improved marketing and sales alignment at their companies (ITSMA, 2024)

• 73% of respondents indicated that ABM has greatly exceeded their expectations, stating efficient use of marketing resources (53%), better sales and marketing alignment (51%), and greater ROI (37%) as some of the significant benefits they’ve seen (DemandGen, 2023)

Account-based marketing challenges stats

• For companies with complete ABM programs in place, the three biggest challenges are data quality issues (53.29%), lack of budget (32.93%), and lack of alignment with sales (31.14%). (DemandBase, 2023)

• According to ITSMA, 37% of respondents cite tracking and measuring ABM results as a critical challenge, while 30% report educating sales on the process and value of ABM as a leading difficulty (ITSMA, 2023)

• IDG reports that 36% of respondents cite prioritizing accounts as their primary challenge, while 35% report creating and reaching target account lists as a critical difficulty (IDG, 2024)

• Only 36% of companies executing ABM programs consider their sales and marketing teams tightly aligned (DemandGen, 2024)

• HubSpot reports that 45% of marketers running ABM programs struggle to deliver a personalized customer experience (HubSpot, 2024)

The state of account-based marketing technology

• Only 25-39% of respondents use content syndication, sales automation, third-party data, and attribution and reporting software. (ITSMA, 2023)

• Over 70% of companies in the ITSMA survey use a CRM (ITSMA, 2023)

• 80% of organizations use three or more tools in their ABM efforts (IDG, 2024)

• 68% of ABM programs use automation tools (Salesforce, 2023)

• 27% of companies prioritize dedicated ABM platforms, while 24% and 21% prefer marketing automation tools and predictive analytics tools, respectively (IDG, 2024)

• Less than 25% of companies have developed a mature technology stack to support their ABM programs (ITSMA, 2023)

• The top three tools companies use to target accounts are social media analytics (72%), website analytics (65%), and CRM platforms (40%). (HubSpot, 2024)

• Only 46% of marketers are satisfied with the tools they use for their ABM programs (Salesforce, 2024)

• 95% of tech companies use analytics and reporting tools for their ABM program (LinkedIn, 2023)

The future of account-based marketing statistics

• About 34% of marketers are in the planning stages of implementing an ABM strategy in the future (Ascend2, 2024)

• On the state of their ABM budget, 48% of marketers expect a moderate increase in the year ahead, 11% say that their budget will increase significantly, 37% say that their budget will remain the same, and only 4% of respondents say that they'll decrease their budget (Ascend2, 2024)

• One-third of marketing vice presidents plan to grow investment in ABM campaigns by 30% (IDG, 2024)

• 86% of ABM leaders and B2B marketers will invest more money in tools, campaign templates, and processes to scale ABM programs (ITSMA, 2024)

• In the future, there will likely be a smaller percentage of mature ABM programs, but more programs overall (Terminus, 2023)

• 80% of marketers intend to increase their ABM budget, and 38% plan to grow that budget 10% or more in the next 12 months (LinkedIn, 2023)

• In late 2020, 42% of surveyed marketers said that the pandemic had changed their ABM objectives. Of those marketers, 49% said they shifted their objectives to focus more on growing business with existing accounts (ITSMA, 2023)

Make account-based marketing work for you

ABM takes some work to implement successfully. But as these stats show, the effort is worth it. A successful ABM program guarantees revenue growth, generates new business, and fosters customer retention.