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2025 State of ABM report

See how companies actually executed ABM in 2025. Discover what’s working, what’s stuck, and what actually delivers predictable pipeline and revenue.

 Benchmark your efforts against 100+ global B2B organisations.

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What's in the report

Whether you're refining an existing ABM strategy or building one from scratch, this report gives you the evidence and context you need to plan your next move with confidence.

Inside our 16-page report you'll discover:
  • How many companies treat ABM as a core GTM strategy vs. "a campaign"
  • The biggest ABM bottlenecks - from data issues to cross-team misalignment
  • Real numbers on performance: pipeline lift, ACV growth, and the gap between activity and revenue
  • What separates high-performing ABM programs from those stuck in “random acts of marketing”
Markus Stahlberg

Markus Ståhlberg

CEO, N.Rich

This study helped us see the main patterns and use cases, we’re always looking to improve our data and product and this provides us with a lot of food for thought. We included the main concerns and those are also important: we’ll work on addressing those concerns with our new product.

Benchmark your 2026
ABM strategy against 100+ B2B leaders

Stop guessing where your ABM motion stands.
Use these benchmarks to audit your ABM maturity, identify execution gaps, and justify your 2026 resourcing.
The maturity pivot
Assess your ABM against the 67% of leaders now defining it as a core strategy. Uncover the internal integration gaps that stall progress
The success paradox
Analyse why 77% of peers report increased pipeline while only 26% achieve the consistent revenue momentum of a "very successful" program
Operational blockers
Defend your 2026 budget with data showing that 59% of organisations are blocked by insufficient staff and poor data quality
The tech disconnect
Audit your stack against an industry where 78% rely on LinkedIn. Reveal how teams are tracking real ABM success

Discover the contents

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Get the report

Bring the Industry Standard to Your Next Board Meeting

Don’t build your 2026 ABM strategy in a vacuum. Access real research and benchmarks from 100+ global B2B revenue leaders to validate success rates, audit your tech stack, and justify your resourcing.

Drop us your email and we'll send the full report directly to your business inbox.