State of Account-Based Marketing 2025: Insights, ROI, and the Rise of AI

As 2025 comes to an end, Account-Based Marketing (ABM) is more dynamic than ever. Organizations are working in a landscape where personalized engagement, measurable ROI, and AI-driven automation are no longer optional but expected.

Our report surveys 771 marketers, reflecting the state of ABM in 2025, highlighting new trends, investment priorities, and the role of AI in scaling campaigns. It will also serve as a valuable resource for marketers planning their strategies for 2026, providing insights to help organizations stay ahead in an increasingly competitive digital environment.

Key Findings

• 71.2% of organizations currently implement ABM strategies.
• The estimated average ROI from ABM programs is 137%, with nearly half of organizations citing ABM as delivering the highest ROI.
• 78.7% of companies incorporate AI into ABM, mainly for personalization, predictive analytics, and targeting.
• 40.3% of organizations plan to invest in ABM 2.0 capabilities within the next 12 months.
• 49.7% of organizations plan to increase ABM budgets in 2026.
• 86.2% of respondents expect AI to boost ABM ROI over the next year.

Who’s Driving Account-Based Marketing

Based on the responses, there is a diverse representation of both marketing professionals and company sizes, indicating that ABM development must be customized across different experience levels and operational scales.

Driving Results with ABM

Account-Based Marketing has firmly established itself as one of the pillars of modern B2B marketing strategies. Among them, in 2025, 71.2% of organizations have started actively using ABM strategies.

The outcomes are self-explanatory. Almost every respondent (99.3%) says their ABM efforts are successful, with 38.6% of respondents' organizations reporting significant returns as very successful. Of these respondents, nearly half (49.2%) reported that ABM was the highest source of ROI for their organization, and the estimated average ROI generated by ABM programs in these respondents' organizations was an impressive 137%.

ABM outperforms traditional marketing strategies. Eighty-two percent of organizations reported that ABM delivers a higher ROI than conventional initiatives, with 20.9% achieving a more than 50% increase over traditional methods. The Salesforce 9th Edition of the State of Marketing Report even showed that 78% of organizations are using ABM for customer acquisition, anchoring the critical impact of ABM in driving customers to the brand and retaining them.

Methodology

The survey was conducted in October 2025 via Prolific, with 771 marketers from diverse industries, roles, and organization sizes participating. The results offer a comprehensive view of current account-based marketing (ABM) practices and trends.