The Global Account-Based Marketing Benchmark
This research, sponsored by Demandbase, explores the state of Account-Based Marketing (ABM) in 2024/25. We surveyed over 300 B2B marketers to understand the state of ABM budgets and its impact on business outcomes, as well as examine the differences between ABM 'leaders' – those who achieve significantly higher returns from ABM compared to other marketing initiatives – and 'laggards' who see the same or lesser returns.
ABM is a widely adopted strategy. Ninety percent of organizations have an ABM program(s) and 81% say it delivers higher ROI than other marketing activities. Three in five organizations do more than one type of ABM (one-to-one, one-to-few, and one-to-many).
Leaders are more likely to see ABM as a driver of growth and ensure it's understood and valued across the organization. They are also more likely to be client-centric and prioritize a deep understanding of their clients’ unique needs.
ABM: The best is yet to come
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62%
of technologically advanced organizations are "extremely client-centric"
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64%
of "extremely client-centric" organizations see significantly higher ROI from ABM
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48%
of leaders say ABM enriches all their marketing activity vs 18% of laggards
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39%
of leaders fully leverage account intelligence vs 25% of laggards
Global State of Account-Based Marketing Benchmark
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FM: Rewriting the ABM playbook
What does it take to build a client-centric growth engine in an industry where marketing has long been seen as a support act? Harsha Chachadi shares how FM is rewriting the rules with ABM – one account at a time.
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FM: Rewriting the ABM playbook
What does it take to build a client-centric growth engine in an industry where marketing has long been seen as a support act? Harsha Chachadi shares how FM is rewriting the rules with Account-Based Marketing – one account at a time.
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NetApp: Turning ABM ambition into impact
How can Account-Based Marketing deliver growth in an era of AI and complex buying journeys? NetApp’s Fabiana Brunetti shares how piloting, personalization, and cross-functional buy-in can turn ABM from aspiration to action.