45+ Account-Based Marketing Statistics For 2026 B2B Marketing Strategy

As B2B marketers prepare for their 2026 plans, they must equip their strategy with the latest statistical evidence on ABM.

Below are 50+ key account-based marketing statistics, sorted by relevant categories to help benchmark, prioritize, and optimize your approach.

General Account-Based Marketing Statistics

Here are some broad metrics indicating how ABM is being adopted, and to what scale.

1. The global ABM market is worth USD 1.03 billion in the year 2025 and is expected to reach a value of USD 1.83 billion by 2030, at a CAGR of ~12.1%.

2. In fact, one recent survey reported that 46 % of B2B companies planned to invest in ABM.

3. 93 % of B2B marketers worldwide say ABM is “extremely” or “very” important to their overall marketing efforts.

4. industry leaders report that their strategy has matured and they're expanding their plans.

5. 94% of B2B marketers have a documented account‑based marketing strategy in place

6. 82% of B2B companies report having an active ABM program.

7. Companies spend 29% of their marketing budget on ABM activities on average.

8. 71% of ABM practitioners use marketing automation to boost efficiency and improve sales‑marketing alignment.

9. In 2025, more than 70% of companies will be using a dedicated ABM technology /platform to manage their account‑based programs.

Understanding the general scale and adoption of ABM can help you justify investment and set realistic expectations when pitching or building your 2026 B2B plan.

Stats for ABM Approach

These statistics focus on how ABM is executed, targeting, alignment, metrics, and approach.

10. 29 % of marketers use ABM to target between 101 and 500 accounts.

11. ABM shortens sales cycles by up to 40 %.

12. 61 % of companies report that the key benefit of ABM is an increase in pipeline opportunities, quality, or both.

13. Only 9 % of people believe AI-enabled search engines will harm blog traffic (this is tangential, but shows how tech change affects marketing approaches).

14. For ABM, metrics must shift: you should track relationship strength, number of engaged stakeholders, deal size and share-of-wallet, not just impressions.

Key takeaway: When planning your ABM approach in 2026, you’ll need to shift from broad lead-gen metrics to account-centric metrics and ensure your sales + marketing teams align deeply.

Account-Based Marketing ROI Statistics

Here, we show hard numbers around returns and outcomes from ABM.

15. A study found that ABM boosts revenue by 208% over three years.

16. Companies using ABM report an 11 %-50 % increase in average deal size compared to non-ABM campaigns.

17. Studies show that 76 % of marketers report higher ROI with ABM compared to other marketing strategies.

18. Conversion rates improve by about 25% when moving from MQL to sales-accepted lead via ABM.

Why ROI stats matter: Showing ROI stats gives business leaders confidence to fund ABM. For your 2026 strategy, make sure you work with realistic benchmarks: deal-size uplift, conversion improvements, and revenue gains.

Account-Based Marketing Benefits Statistics

These stats highlight what organisations gain from ABM beyond pure ROI.

19. 78 % of companies saw pipeline growth, 70 % saw improved brand awareness/perception, and 74 % experienced revenue growth due to ABM.

20. 87 % of B2B marketers say personalised ABM campaigns outperform generic ones.

21. ABM improves customer lifetime value (80 %), improves win rates (86 %) and delivers higher ROI (76 %).

22. Improved alignment: companies with tight sales-marketing alignment (which ABM fosters) grow revenue 32 % faster.

When you position your ABM program internally or externally (e.g., for your digital strategy agency), emphasise benefits such as pipeline growth, brand impact, customer LTV, and sales-marketing alignment.

Account-Based Marketing Challenges Statistics

While ABM continues to dominate B2B marketing strategies, it’s not without its hurdles. These account-based marketing statistics highlight the real challenges marketers face in scaling and sustaining ABM success.

1. Data and Measurement Challenges

Data remains the backbone of ABM, but it’s also one of the toughest areas to manage.

24. 86% of marketers struggle to secure accurate data for their ABM programs, with access and integration being the top issues.

25. 53% of companies with mature ABM strategies cite data quality as their biggest barrier to success.

26. 41% of marketers find sourcing and tracking the right account data difficult, directly affecting personalization and targeting accuracy.

27. 37% of ABM practitioners say tracking and measuring campaign success remains a major obstacle, largely due to non-standard metrics. (UserGems).

28. Another 35% of marketers admit that measuring ABM performance is the hardest part of their strategy, especially when ROI takes time to show.

2. Sales and Marketing Alignment Gaps

Alignment is at the heart of ABM, yet it continues to challenge even advanced teams.

29 . say a lack of alignment between sales and marketing limits ABM effectiveness.

30 . Only 36% of organisations executing ABM claim their teams are tightly aligned.

31. Only 36% of organisations executing ABM claim their teams are tightly aligned.

32. According to an Ascend2 report, around 33% of marketers cite cross-team alignment as their biggest internal roadblock.

Poor collaboration often leads to mismanaged account lists, inconsistent messaging, and slower deal progression.

3. Scaling and Operational Difficulties

Even successful programs struggle when it comes to scaling.

33. 38% of businesses find it difficult to operationalize or scale their ABM efforts due to the personalized nature of campaigns.

34. 30% of marketers report that maintaining personalised engagement at scale is the biggest execution challenge.

35. 40% of B2B companies identify a lack of internal expertise as their main barrier to implementing an effective ABM program.

36. Budget constraints also persist; 37% of marketers say securing sufficient resources for ABM initiatives is difficult.

4. Strategic and Targeting Complexities

Finding and prioritising the right accounts continues to test marketers.

37. 36% of ABM professionals say identifying high-value accounts is their toughest strategic decision

38. 35% Another note that building accurate target account lists remains an ongoing challenge, especially as buying committees expand.

What These Account-Based Marketing B2B Stats Mean for 2026

These ABM challenge statistics make one thing clear: data accuracy, alignment, and scalability will define ABM maturity in 2026.

B2B marketers must prioritise clean data infrastructure, shared KPIs across teams, and technology investments that make ABM execution smoother and measurable.

Account-Based Marketing Trends Statistics

What’s coming in the ABM space? Here are trends backed by data to inform your 2026 and beyond strategy.

These latest account‑based marketing trends shed light on what’s happening in 2025 and what B2B marketers must anticipate for 2026.

39. 59 % of B2B buyers expect more tailored experiences even at the exploration stage of their journey.

40 . AI and personalization are central: 79 % of businesses report that integrating AI tools into their ABM strategy has led to an increase in revenue.

41. Cloud-based ABM platforms dominate (72 % in 2024) and mid-sized enterprises are showing fastest growth in ABM adoption.

Market Growth and Adoption

The following account-based marketing statistics highlight how rapidly ABM adoption is scaling across global B2B markets, reflecting its growing role as a core revenue driver.

42. The global market for account‑based marketing is projected to grow from US$1.675 billion in 2025 to US$3.811 billion by 2030, with a CAGR of 17.9%.

43. Around 90 % of organisations now have one or more ABM program(s) in place, and 81 % say their ABM initiatives deliver higher ROI than other marketing activities.

44. 92 % of B2B marketers say ABM is extremely or very important to their overall marketing efforts.

45. 70 % of B2B companies have a dedicated ABM program in place.

46. The global ABM market is projected to grow to US$2.3 billion by 2026.

47. 89 % of B2B organisations plan to increase their ABM investments in 2025.

Technology, AI & Personalisation Gains

These ABM stats show how technology, automation, and AI-powered personalization are redefining how marketers engage target accounts in 2026

48. 84 % of marketers use AI to enhance ABM personalisation.

49. Multichannel ABM strategies improve engagement by 72 % when they coordinate across email, LinkedIn, calls and ads.

50. 56 % of marketers use AI‑powered tools to personalise ABM campaigns.

Buyer Behaviour & Experience Expectations

Here’s how evolving buyer behavior and higher experience expectations are shaping the future of account-based marketing in B2B.

51. 85 % of marketers say ABM significantly benefits them in retaining and expanding existing client relationships

52. Companies using ABM strategies report a 171 % increase in account‑level engagement through personalised campaigns.

Sales & Marketing Alignment and Metrics Evolution

These statistics reveal how deeper sales-marketing alignment and modernized metrics are driving ABM maturity and measurable performance outcomes.

53. 94 % of organisations report having an ABM program in operation, indicating ABM is becoming mainstream rather than niche.

54. Metrics are shifting: firms now focus more on account‑level engagement and conversion rather than just leads and clicks. (General trend noted)

What These Trends Mean for 2026

These statistics for account‑based marketing trends suggest that for your 2026 strategy:

• You need to invest in ABM tech and data to stay competitive.
• You’ll want to prioritise personalisation and AI‑driven engagement as standard.
• The buying journey is increasingly account‑centric and multichannel, so your ABM strategy must reflect that.
• Sales‑marketing alignment and new metrics will be central to measuring success.

Conclusion

The “stats for ABM approach” you include here show that account-based marketing is not just hype; it drives real results in B2B. For your 2026 B2B marketing strategy:

• Prioritise ABM if you’re targeting high-value accounts and want measurable ROI.
• Build your approach around account-centric metrics (deal size, account engagement, share-of-wallet), not just lead-counts.
• Invest in personalization, AI/intent-data, alignment between sales and marketing, and measurement infrastructure.
• Address the challenges up front (data, tools, alignment) so you’re not blindsided.
• Keep an eye on the trends: buyers expect tailored experiences earlier; cloud tools and AI are now table-stakes.

By doing so, you raise your credentials with “account-based marketing B2B stats” that internal stakeholders care about and build a strategy built on real data.