Momentum ITSMA Global Account-Based Marketing Benchmark
This research, sponsored by Demandbase, explores the state of Account-Based Marketing (ABM) in 2024/25. We surveyed over 300 B2B marketers to understand the state of ABM budgets and its impact on business outcomes, as well as examine the differences between ABM 'leaders' – those who achieve significantly higher returns from ABM compared to other marketing initiatives – and 'laggards' who see the same or lesser returns.
ABM is a widely adopted strategy. Ninety percent of organizations have an ABM program(s) and 81% say it delivers higher ROI than other marketing activities. Three in five organizations do more than one type of ABM (one-to-one, one-to-few, and one-to-many).
Leaders are more likely to see ABM as a driver of growth and ensure it's understood and valued across the organization. They are also more likely to be client-centric and prioritize a deep understanding of their clients’ unique needs.
ABM: The best is yet to come
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of technologically advanced organizations are "extremely client-centric"
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of "extremely client-centric" organizations see significantly higher ROI from ABM
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of leaders say ABM enriches all their marketing activity vs 18% of laggards
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of leaders fully leverage account intelligence vs 25% of laggards
Global State of Account-Based Marketing Benchmark
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Rethinking ABM: Outperforming the Market in the World of AI
Discover the 2023 Global State of ABM benchmark report from Momentum ITSMA and the ABM Leadership Alliance.
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Momentum ITSMA's annual ABM Benchmarking study shows no signs of slow down for Account-Based Marketing
Now in its 6th year, in partnership with the ABM Leadership Alliance, this qualitative and quantitative research is based on input from 279 ABM heads and practitioners from across the world.
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Elevating ABM: Building blocks for long-term growth
The 6th annual Momentum ITSMA & ABM Leadership Alliance benchmark study provides an essential review of how we’re doing with ABM in today’s context and identifies three areas in which the most successful programs stand apart from the rest.