Account-based marketing (ABM) has firmly moved from experiment to essential in the B2B marketing playbook. Today’s leading organizations rely on ABM to drive focused growth, strengthen alignment between sales and marketing, and channel resources toward the highest-potential accounts. Meanwhile, AI is transforming every stage of ABM—from targeting and personalization to content delivery and predictive analytics.
The 2026 Account Based Marketing Benchmark Survey delivers an up-to-date, quantitative view of how B2B marketers are implementing and evolving their ABM strategies. Drawing insights from a wide range of industries, the report highlights where ABM delivers measurable value, where friction remains, and how AI is accelerating (and complicating) execution.
Widespread adoption signals ABM’s central role: nearly 80% of surveyed organizations are actively executing an ABM strategy, with few lagging behind. The research finds that AI is acting as a cross-functional enabler for content personalization, smarter account selection, and campaign optimization. Marketers give AI an average effectiveness score of 7.3 out of 10 for improving ABM outcomes—showing real traction, but not without challenges.
The survey also uncovers what’s holding some teams back: tech stack integration, internal AI skill gaps, and proving ROI are the biggest adoption hurdles. Despite these barriers, the business case for ABM is clear—top priorities include new account acquisition and expansion, with key metrics focused on account engagement, pipeline velocity, and revenue growth
Inside the report, you’ll learn:
- How ABM and AI strategies are deployed and where they deliver true value to B2B organizations.
- What challenges most impact ABM and AI integration—from tech stack issues to talent and ROI concerns.
- Which tactics and content formats top-performing teams rely on to engage accounts and drive measurable growth.
Download the full 2026 Account Based Marketing Benchmark Survey now to benchmark your performance, see how your peers are prioritizing resources, and unlock actionable insights to move your ABM strategy further, faster.
