~2 min
What started as a niche tactic has gone mainstream, with over two-thirds of brands now practicing some form of ABM . B2B marketing and sales teams are betting big on targeted account strategies. Some companies even dedicate up to a third of their marketing budgets to ABM because it consistently delivers results like larger deal sizes and faster sales cycles. And it’s paying off: 87% of B2B marketers say ABM yields higher ROI than other marketing initiatives, validating that focused account-centric campaigns can outperform broad outreach.
We’re at a point where ABM is widely adopted, but still wildly misunderstood. There’s no single definition, maturity levels vary, and many teams are stuck in legacy lead gen habits under the ABM label. This makes it hard for businesses to scale what works and even harder to align sales and marketing around a unified go-to-market approach.
That’s why N.Rich is launching the State of ABM 2025 Survey. This isn’t just about platforms or tools. It’s about helping the entire B2B community understand how ABM is really being practiced today. What's evolving, what’s broken, and what’s actually driving meaningful growth.
Your insights will help build a clearer, more actionable view of the ABM landscape so businesses everywhere can benchmark, adapt, and grow smarter.
Whether you’re launching, relaunching, or scaling ABM, your voice matters. Let’s get to the bottom of what’s really going on, uncover the truth, and understand where we actually stand in the state of ABM so we can streamline efforts and shape the future of account-based marketing together.
How will your input be used?
All survey answers will be anonymized and analyzed in aggregate. No individual or company names will ever be shared.
Our research team at N.Rich will use your input to identify patterns, trends, and key takeaways. We will also segment the data by relevant factors like region, industry, company size, and ABM maturity. That means when the report is published, you will be able to benchmark your efforts not just against the overall market but against peers in similar situations. For example: how does ABM adoption differ in tech versus manufacturing? Are smaller teams prioritizing different KPIs than enterprise players?
We will let the data speak for itself. In addition to stats and trends, we may include anonymous quotes to bring key insights to life.
The full State of ABM 2025 Report will be released in Q3 2025 and made available to the entire B2B community. If you participate, you will get early access or an executive summary before the public release as a thank you for contributing.
By sharing your experiences, you are helping build a practical and valuable resource that will guide ABM strategies for the next few years. This is not just a report for platforms. It is a playbook for marketers, sellers, and go to market teams looking to grow smarter in 2025 and beyond.
Ready to Share Your ABM Insights?
👉 Take the State of ABM 2025 Survey now and add your perspective to the mix. The survey is quick, confidential, and an opportunity to influence the conversation about ABM going into 2025.
Join other marketing and sales leaders in sharing what’s really happening behind the scenes of ABM programs. Let’s document the realities of ABM together. The challenges, wins, creative workarounds and help each other succeed.
Make your voice heard, and stay tuned for the State of ABM 2025 Report coming in Q3. We can’t wait to share the insights with you and see how they impact your ABM strategy moving forward!
1:1 ABM Campaign Budget Allocation
Calculator
Determine the budget allocation for a 1:1 ABM campaign based on the account's ACV, importance, and strategic potential.
This calculator provides a flexible framework to align resources effectively with campaign goals.
Account Level
ACV Range
Budget Allocation% of ACV
Level 1
Growth Account
$50,000 - $150,000
Budget Allocation% of ACV 1%
Level 2
Strategic Account
$150,000 - $300,000
Budget Allocation% of ACV 3%
Level 3
Star Account
$300,000+
Budget Allocation% of ACV 5%
Indicate your ACV and calculated budget
Calculated Budget
$0
Budget Breakdown
Plan and allocate the budget for a 1:1 ABM campaign across different tactics and channels.
This template allows for flexibility based on specific campaign goals and account requirements.
Account Level
Budget Allocation$
Ad Spend
Direct Mail
Exclusive Events
Microsite Development
Content Creation
Creative Design
Social Media Outreach
Email Marketing
OOH Advertising
Sales Enablement
Account Workshops
Miscellaneous
Total
$0
Account Qualification Assessment
Use this questionnaire to determine whether an account is qualified for a 1:1 ABM campaign or not.
Question
Answers
Is the account’s ACV high enough to justify the investment?
Have they interacted with our website or ads?
Are decision-makers engaging with our LinkedIn content?
Are there active conversations or open opportunities with this account?
Does this account align with our growth objectives?
Is this account a marquee name that enhances brand reputation?
Will they help us break into a new market or open doors to additional accounts?
Results
Unqualified Account
An unqualified account does not meet the minimum criteria to justify a 1:1 ABM campaign. These accounts often have low ACV, minimal engagement with your brand, or weak alignment with growth objectives. While they may have some potential in the long term, they currently lack the indicators needed to prioritize significant investment. Focus on maintaining light engagement to keep the account aware of your offerings and monitor for signs of increased interest or alignment in the future.
Results
Qualified Account
A qualified account shows good potential and alignment with your goals. These accounts demonstrate moderate engagement, reasonable alignment with growth objectives, and the potential to become valuable customers. They are worth investing time and resources but require careful planning to ensure cost-efficiency. Focus on targeted and personalized strategies that address their specific needs and challenges, while keeping resource allocation in check. These accounts can be excellent contributors to your pipeline when approached strategically.
Results
Super-Qualified Account
A super-qualified account represents the ideal 1:1 ABM opportunity. These accounts have high ACV, strong engagement, and align perfectly with your strategic goals. They often hold marquee status in their industry, making them valuable not only for revenue but also for enhancing your brand’s credibility and opening doors to similar accounts. These accounts warrant a dedicated, high-touch approach, with personalized campaigns that showcase your commitment to their success. Winning these accounts can be transformative for your business, justifying significant investment and strategic focus.
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