Account-based marketing (ABM) has moved far beyond its early roots as a niche tactic and now sits at the heart of modern B2B strategy. More organizations are recognizing that ABM offers a blueprint for efficient growth— one that replaces broad outreach with precisely targeted account engagement, higher relevance, and deeper sales alignment.
The rise of artificial intelligence (AI) has sparked new possibilities for ABM teams— elevating targeting, personalizing content at scale, and unlocking advanced insights about both known and unknown accounts. Yet, the gap between AI’s potential and its realized impact persists. Many teams are discovering that while AI tools offer genuine advantages, integrating these technologies and building the right expertise remain strategic challenges.
The 2025 ABM Benchmark Survey provides a clear, data-driven view into how leading organizations are evolving their approach:
- Strategy & Adoption: Discover why 71% of practitioners now utilize an ABM strategy and 40% are integrating it directly with demand generation to create a more efficient revenue engine.
- AI’s Real Impact: Understand the gap between AI’s potential and current reality, where 45% see its promise for personalization but nearly 70% find its current effectiveness limited.
- Top Challenges Uncovered: Learn how your peers are tackling the biggest hurdles in ABM, including proving ROI (47%), aligning sales and marketing (43%), and scaling programs (40%).
- Winning Channels & Content: See which channels deliver results, with email (92%) and in-person events (72%) leading the charge, and which content formats—like case studies and e-books—are most effective.
Download the full report now to benchmark your strategy and build your roadmap for 2025.
