Key takeaways
- ABM has moved beyond the pilot stage and is now an established part of the modern B2B go-to-market mix.
- ABM is delivering positive results and is increasingly tied to demand generation, account engagement, pipeline creation, and revenue contribution.
Account-based marketing (ABM) is no longer an experiment— B2B marketers are using it as a core part to plan growth, aligning teams, and focusing resources on the accounts most likely to drive revenue.
That is one of the clearest takeaways from the 2026 Account Based Marketing Benchmark Survey. The Demand Gen Report findings show that ABM has moved beyond the pilot stage and into a more established role in the modern go-to-market mix. Nearly 80% of surveyed organizations said they are actively executing an ABM strategy with the rest planning to add one soon.
The ABM conversation has changed. Teams are no longer asking whether ABM is worth pursuing; instead, they are asking how to make it work better, how to scale it, and how to connect it more tightly to business outcomes.
Where ABM Helps With Larger Buying Groups
The annual report details that overall sentiment toward ABM is strong. More than half of respondents, 52%, said their ABM efforts are meeting expectations. Another 23% said their programs are exceeding expectations, while 10% said they are greatly exceeding expectations. B2B marketers are seeing ABM deliver value, even as many continue to build maturity.
This matters because B2B buying has become harder to manage with broad-based programs alone, said James Hickey, editor of Demand Gen Report.
“Buying groups are larger. Sales cycles are more complex. Pressure to prove efficiency is constant,” said Hickey. “In this environment, ABM gives organizations a way to create focus. It helps marketing and sales work from the same account priorities. It also gives revenue teams a more disciplined way to target effort, personalize outreach, and measure impact.”
Key Data Points from the Report
Respondents made clear that strong results do not remove the need for discipline. Many organizations are still working through challenges tied to scale, measurement, alignment, and execution. But that does not weaken the case for ABM. If anything, it strengthens it. The teams making ABM work are investing in the foundations needed to support long-term success. The report additionally found:
- 29% of respondents said AI improves content personalization at scale, making it the top AI use case in ABM programs.
- AI earned an average effectiveness score of 7.3 out of 10 for improving ABM campaign outcomes, signaling clear practical value for marketers.
- 47% of respondents identified personalized content as the ABM tactic delivering the highest ROI, outperforming all other tactics measured.
To get the full report, click her to download today.
