60+ Account-Based Marketing Statistics for 2025

Account-based marketing (ABM) has become a cornerstone of B2B marketing, revolutionizing how companies engage with high-value accounts.

By shifting the focus from broad outreach to personalized engagement with specific accounts, ABM delivers measurable results, from increased ROI to stronger sales and marketing alignment. ABM software plays a pivotal role in this transformation, enabling businesses to scale personalization, automate processes, and gain actionable insights. 

In this article, we’ll explore ABM statistics that highlight the strategy’s effectiveness, trends shaping its future, and how ABM software is helping businesses unlock greater value. These data points will equip you to refine your approach, benchmark performance, and stay competitive in today’s B2B landscape.

General account-based marketing statistics

Here are a few account-based marketing statistics that offer insights into the latest trends in the market.

• The ABM market reached a value of $1.07 billion in 2023.
• 91% of B2B technology marketers use intent data to prioritize accounts, identify content to be served, and build target account lists.
• 93% of marketers feel a fully aligned sales and marketing team is vital to activating a successful account-based marketing strategy
• 72% of marketers reported a substantial boost in customer engagement after implementing ABM strategies.
• 50% of companies increased ABM staff
• In 2024, 52% of global B2B buyers who made large purchases ($1 million or more) directly with a vendor reported that these transactions were handled through the vendor's account representative.
• 69% of top-performing ABM companies have a dedicated ABM leader.

• 72% of companies use an ABM platform to manage their accounts.
• On average, businesses use 2 tools or platforms to support their ABM strategy.
• 71 companies increased ABM spending in 2023
• 70% of digital marketing leaders in US B2B companies are investing in ABM technology
• 71% of ABM marketers employ marketing automation tools.
• 61% of marketers practice content customization for specific industries.
• 42% of marketers personalize content to boost account engagement and foster long-term relationships.
• 95% of marketing leaders believe ABM successfully meets vital goals. 40% rate their ABM strategy as top-notch.
• 90% of ABM marketers target new business creation, with 50% focused on speeding up the sales pipeline and 63% on keeping customers.

Account-based marketing benefits

Many companies have been investing in ABM over the last few years. The statistical evidence below justifies it and shows why ABM is a reasonable choice for teams targeting big accounts. 

• Implementing ABM increases average annual contract value and marketing-sourced revenue by 171% and 200%, respectively.
• Companies with aligned ABM strategies see a 208% increase in business revenue and profits 27% more quickly over three years.
• ABM marketers saw a 500% jump in target account traffic.
• Most ABM programs (64%) began in the past five years, with many (68%) adopting automation.
• 73% of marketers report that ABM helps increase deal sizes by focusing on lead quality.
• Companies reported a 10% revenue increase, with 19% seeing a growth of over 30% after using ABM for at least a year. 
• 85% of users find ABM crucial for retaining and expanding client relationships.
• Customer retention rates can improve by 36% with ABM alignment.
• ABM can reduce the time spent on unproductive sales prospecting by 50%.

• Integrating sales and marketing teams can increase deal closure rates by 67%.
• Companies with strong ABM strategies attribute 79% of opportunities and 73% of their total revenue to ABM.

• ABM users see an 84% improvement in reputation and an 80% improvement in customer relationships.
• 93% of B2B marketers reported that their ABM efforts have been extremely or very successful. 
• Aligning ABM with broader demand generation efforts achieves the best results, with 40% of businesses working to balance the two strategies.

• 77% of companies experience revenue growth due to ABM efforts.
• About 30% of marketers say they engage twice as often with top company leaders using ABM.

Account-based marketing challenges 

Companies in the early stages of implementing ABM need help assessing their efforts effectively. Below is a brief look at the challenges marketers face while implementing account-based marketing.

• Finding enough budget and resources for ABM is tough for 37% of marketers. 
• 17% of marketers have fully developed ABM strategies, while the rest are still figuring out how to implement one. 
• 43% of B2B marketers have to battle with unreliable data when choosing targets. 
• 40% of users cited ROI measurement as their biggest challenge, emphasizing the need for better tools to assess ABM impact.

• 25% of marketers reported difficulties in identifying which accounts to prioritize.
• 40% of marketers identified data cleanliness as a key challenge, stressing the importance of maintaining accurate, up-to-date databases.
• 86% of ABM leaders and B2B marketers will invest more money in tools, campaign templates, and processes to scale ABM programs.
• One-third of marketing vice presidents plan to grow investment in ABM campaigns by 30%.
• 40% of respondents said that a lack of internal expertise was their main challenge in executing an account-based marketing strategy
• 23% of those surveyed identified the pressure to prioritize quick wins over long-term ABM investment as a challenge.

Future of account-based marketing

Although B2B sectors find more applications, B2C companies and other sectors are also adopting ABM. Here are some stats that demonstrate how ABM will shape the future:  

• As Millennial and Generation Z buyers increase their market dominance in 2025, more than 50% of large transactions will be processed through self-serve channels
• 49% of companies are shifting focus to growing with their existing accounts.
• One-third of marketing VPs plan on increasing ABM budgets by 30%

• 29% of marketers use ABM to target between 101 and 500 accounts.
• ABM shortens sales cycles by 40% and improves team performance. It indicates ABM's growing significance in modern marketing.

• 87% of marketers feel augmenting traditional lead-based strategy with a stronger focus on account-based strategy is the best way to maximize revenue generation
• 68% of ABM industry leaders report that their strategy has matured to the point where they are now expanding their plans.

Lead with intent!

With an increasing number of organizations seeing higher ROI and stronger customer relationships through ABM, it's clear that personalizing outreach and aligning sales and marketing efforts is not just a trend but a fundamental shift in how businesses engage with their most valuable prospects.

As these stats reveal, ABM provides a distinct competitive advantage by driving more meaningful interactions, improving conversion rates, and ultimately fostering long-term growth.

As ABM continues to evolve, leveraging data-driven insights and technology will be key to staying ahead and achieving continued success in the ever-changing business landscape.

Learn more about how to take advantage of G2’s buyer intent data in your account-based marketing campaigns.