Account-based marketing (ABM) is gaining ground as a core approach for B2B marketers under growing pressure to do more with less.
ABM is a strategy that focuses on targeting and engaging specific high-value accounts rather than broad audiences. Once considered a specialized tactic, companies across the industry have widely adopted ABM. According to the newly released ABM Benchmark Survey from Momentum ITSMA and Demandbase, 90% of organizations report having an ABM strategy in place. 81% of marketers said ABM delivers a higher return on investment than other marketing approaches.
The shift reflects broader frustrations with traditional lead generation, which often prioritizes volume over quality. ABM, by contrast, emphasizes personalized outreach to targeted accounts and buying groups. The strategy has proven effective in deepening relationships and accelerating revenue.
“ABM helps us align marketing and sales around the accounts that matter most,” said Steve Armenti, CEO of marketing consultancy Twelfth and a former Google marketing executive. “It’s not just about reach anymore — it’s about resonance.”
How B2B marketers are using ABM
Marketers cited growing business with existing customers (49%) as ABM’s top benefit, followed by customer retention (44%) and brand building (41%). Investment is rising accordingly: 87% of respondents said they plan to increase their ABM budgets this year, and more than three-quarters expect to expand their ABM teams.
But even as adoption grows, new challenges are emerging. The complexity of managing large, cross-functional buying groups — often with limited visibility into who is involved and what they care about — is forcing marketers to rethink execution. At the same time, artificial intelligence is adding both promise and uncertainty to ABM programs.
While generative AI is being used to develop insights, improve customer experience, and generate content ideas, adoption remains in initial stages. Just 40% of marketers say they’re using generative AI in ABM at limited scale, while 33% are still exploring it. The average maturity score for AI use in ABM was just 2.3 out of 5 in the survey.
Still, experts expect rapid progress.
“We’re entering a phase where predictive models can not only identify who will buy, but also when and how,” Armenti said.
Others, like Demandbase vice president Stephanie Quinn, predict AI-powered agents and chatbots will soon drive significant portions of buyer engagement.
The buying process itself is also evolving. Deals increasingly unfold without direct contact from sales representatives, as digital-first buying groups — often younger and AI-enabled — do their own research.
“Today’s buying groups are larger, faster moving, and expect tailored experiences across every interaction,” said Demandbase CEO Gabe Rogol. “Success depends on how quickly insights can move through that group.”
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