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Account-Based Marketing Statistics 2025: 94+ Stats & Insights [Expert Analysis]
- November 9, 2025
- 3:12 pm
Table of Contents
General Adoption
About 72% of B2B companies use some form of ABM strategy.
55% of marketers say ABM is a core part of their go-to-market plan.
38% of companies are in the early testing stage of ABM programs.
26% of B2B organizations have a fully scaled ABM program.
Companies selling to enterprise accounts are 2.4x more likely to use ABM.
48% of mid-market companies are currently implementing ABM initiatives.
70% of SaaS companies use ABM in some capacity.
41% of B2B companies plan to increase ABM investment next year.
19% are decreasing investment in broad, non-targeted lead gen due to ABM performance.
62% of companies plan to expand their target account lists within the next 12 months.
Sales & Revenue Impact
Companies using ABM report 28% faster sales cycles on average.
ABM accounts typically show 35% higher deal close rates.
On average, ABM contributes to 25–45% of total revenue in organizations using it.
Companies with mature ABM see up to 200% larger deal sizes vs non-ABM.
ABM leads deliver 3x higher conversion to pipeline.
60% of companies say ABM increases customer lifetime value.
44% see reduced customer churn when applying ABM in post-sale engagement.
ABM improves sales and marketing alignment in 68% of organizations.
57% of companies say ABM improves forecast accuracy.
Companies using ABM are 1.9x more likely to exceed revenue targets.
Marketing Performance
ABM campaigns generally show 29% higher open rates on personalized content.
Personalized ABM ads generate 3.1x higher clickthrough rates.
ABM reduces wasted ad spend by approximately 22%.
Top-of-funnel engagement metrics improve 34% under ABM targeting.
45% of marketers say ABM improves ROI more than any other channel.
ABM programs achieve 10–30% more qualified leads vs standard inbound.
53% of ABM teams measure success by pipeline contribution.
39% measure success based on account engagement levels.
67% of teams use intent data to shape ABM outreach.
Omnichannel ABM campaigns show 2.5x better multi-touch engagement.
Target Account Strategy
The average ABM program targets 150–500 accounts.
High-maturity ABM organizations often target 5–25 accounts per rep.
Account tiering is used by 73% of ABM teams.
Named account lists are updated quarterly by 52% of organizations.
Account scoring models are adopted by 61% of ABM programs.
Firmographic + intent data informs targeting decisions in 64% of ABM teams.
79% of ABM campaigns include personalized email nurture.
58% include custom content microsites or landing pages.
32% include account-specific direct mail.
44% of ABM programs incorporate executive-level outreach.
Content & Personalization
Personalized content is considered the most critical ABM tactic by 71%.
56% of ABM marketers produce custom case studies for target accounts.
49% create industry-specific content bundles.
31% produce account-specific competitor comparison pages.
68% say personalization drives the biggest impact on engagement.
Personalized content increases time-on-page by 48%.
Video content is used by 37% of ABM teams to influence late-stage buyers.
82% of buyers say they respond more positively to personalized messaging.
1:1 personalization is used by about 22% of programs (high maturity).
1:few industry segmentation is used by 59% of ABM teams.
Technology & Tools
CRM integration is used in 88% of ABM programs.
40% use ABM-specific account engagement platforms.
52% use marketing automation platforms as the ABM foundation.
34% use AI-supported intent scoring in account prioritization.
29% use IP targeting or location-based targeting.
61% of ABM success depends on data quality and enrichment accuracy.
47% say lack of unified data is their biggest ABM challenge.
64% say ABM requires shared dashboards across sales and marketing.
43% of companies still manually track account engagement.
Predictive analytics adoption for ABM is growing 23% year-over-year.
Outreach & Engagement
Multi-touch ABM sequences average 7–14 touchpoints before conversion.
Email + LinkedIn + SDR calling is the most common outreach sequence.
64% of ABM outreach includes executive-level messaging strategy.
Target accounts typically need 2–3 personalized assets before engaging.
ABM ads targeted to buying committees perform 35% better than generic ads.
On-site personalization increases demo requests by 18–34%.
Account-based webinars result in 2.7x higher attendance.
Live ABM roundtables convert at 22% average meeting booking rate.
48% of ABM teams use retargeting ads based on account signals.
Peer-based testimonials increase deal advancement likelihood by 31%.
Collaboration & Teams
68% of ABM success depends on sales + marketing alignment.
57% of ABM programs are jointly managed by both teams.
Companies with dedicated ABM managers perform 32% better in pipeline creation.
Sales enablement content improves ABM close rates by 28%.
Quarterly ABM strategy review improves revenue efficiency by 19%.
Cross-department training increases ABM adoption success to 72%.
47% of ABM strategies involve customer success for renewals.
31% extend ABM into upsell and cross-sell cycles.
Sales teams involved early in ABM planning see 2.1x higher win rates.
Lack of stakeholder buy-in is cited as a barrier by 33% of teams.
Budget & Investment
ABM receives 21–45% of total marketing budget in most companies.
38% of teams are increasing ABM budget next fiscal year.
12% expect to double ABM investment.
ABM programs typically cost 15–30% more upfront but deliver higher ROI.
Paid media accounts for 28% of ABM spending.
Content production accounts for 31% of ABM costs.
Technology + data subscriptions average 24% of budget.
20% of companies outsource ABM execution to agencies.
Average ABM annual budget for mid-market: $180k–$600k.
Enterprise ABM programs frequently exceed $1M+ annually.
ABM ROI
68% of companies report positive ROI from ABM.
22% report significantly higher ROI (>2x standard inbound).
ABM ROI typically shows in 6–12 months from launch.
High-maturity ABM organizations see 5–9x ROI on average.
Customer-driven referrals increase 2x due to deeper engagement.
ABM programs reduce deal friction by creating stronger trust during sales cycles.
Win-back campaigns using ABM re-engage 12–18% of lost accounts.
Executive sponsorship increases ABM initiative success by ~40%.
88% of sales teams report better lead prioritization with ABM scoring.
Companies that fully operationalize ABM outperform competitors by up to 55% in revenue growth.
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About the author, Bill Nash
Bill Nash is the CMO of Marketing LTB with over a decade of experience, he has driven growth for Fortune 500 companies and startups through data-driven campaigns and advanced marketing technologies. He has written over 400 pieces of content about marketing, covering topics like marketing tips, guides, AI in advertising, advanced PPC strategies, conversion optimization, and others.