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

  • 62%

    of technologically advanced organizations are "extremely client-centric"

  • 64%

    of "extremely client-centric" organizations see significantly higher ROI from ABM

  • 48%

    of leaders say ABM enriches all their marketing activity vs 18% of laggards

  • 39%

    of leaders fully leverage account intelligence vs 25% of laggards

Global State of Account-Based Marketing Benchmark

Market insights and research Account-Based Marketing

Momentum Pulse

Sign up to our newsletter

A monthly dose of high-impact insights on how to sharpen your client focus for sustained growth.