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2025 State of ABM report

N.Rich surveyed 107 B2B go-to-market leaders on how they actually run account-based marketing. Two-thirds (67%) now treat ABM as a core GTM alignment motion rather than a campaign tactic — yet only 26% describe their program as successful, and just 22% run it on a dedicated ABM platform. Most still work from LinkedIn, CRM and spreadsheets. The 2025 State of ABM report covers maturity, ownership, objectives, tooling, measurement and the barriers stalling programs.

 Benchmark your efforts against 100+ global B2B organisations.

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What's inside the 2025 State of ABM report

You'll discover:
  • Introduction — foreword from N.Rich CEO Markus Ståhlberg and an overview of the 2025 ABM landscape
  • What the data reveals — key themes and emerging trends
  • Strategic maturity — how organizations define ABM and where they sit on the maturity curve
  • Integration and ownership — cross-functional alignment and internal ABM ownership
  • Goals and objectives — why organizations adopt ABM and what they aim for
  • Performance outcomes — pipeline impact and engagement shifts
  • Measurement and technology — KPIs tracked, data practices, tool adoption
  • Challenges and barriers — operational, data, content, alignment and resource constraints
  • Success rates and overall analysis — performance distribution across programs
  • Survey methodology — research design, respondent criteria, question structure
  • Respondent profile — regions, roles, company size, industry, ABM revenue influence
  • Meet the authors

The key findings

The most important highlights and stats of the report.
How do B2B companies define ABM?
Two-thirds of organizations (67%) define ABM as a strategic go-to-market alignment motion, according to N.Rich's 2025 State of ABM survey of 107 B2B companies. A further 15% treat it as an extension of demand generation or outbound, 11% call it a campaign tactic, and 7% have no internal definition of ABM at all.
Who owns ABM inside the company?
ABM ownership stays concentrated in marketing. Some 64% of programs are led by a CMO or VP of Marketing and 44% by demand generation teams, while sales leadership owns 13% and RevOps 8%. Only 31% of organizations agree that marketing and sales collaborate effectively on ABM strategy.
How many ABM programs are actually successful?
Only 26% of B2B organizations describe their ABM program as successful — 10% very successful and 16% successful. Another 43% report mixed results, and 31% consider their program unsuccessful. Findings from N.Rich's 2025 State of ABM survey of 107 B2B companies.
What results do ABM programs deliver?
Among organizations running ABM, 77% report increased pipeline, 69% improved engagement at target accounts, 59% stronger sales–marketing alignment, 55% higher win rates and 49% larger average deal sizes. Nearly a third (29%) report no significant benefits yet.
What tools do teams use to run ABM?
LinkedIn is the most widely used ABM tool at 78%, followed by CRM, marketing automation and analytics platforms at 73%. Only 22% of organizations use a dedicated ABM platform, and 29% still run ABM through manual processes and spreadsheets.
How much revenue does ABM influence?
Just over half (55%) of organizations say ABM currently influences 0–20% of company revenue, while 6.5% attribute more than half their revenue to ABM. A further 26% cannot estimate ABM's revenue contribution at all.
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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The study methodology

  • The 2025 State of ABM report is based on a structured quantitative survey of 107 respondents at B2B organizations worldwide.

  • The questionnaire combined single-choice, multi-select, 1–5 scaled and open-response items across 11 categories: respondent demographics, ABM revenue impact, ABM foundations and maturity, ownership and GTM alignment, adoption drivers, objectives, technology and execution tools, outcomes, measurement and KPIs, program performance, and challenges and barriers.

  • Respondent base: 58% Europe, 27% North America, with the remainder in APAC, the Middle East, LATAM and Africa.

  • 84% held marketing leadership or management roles, the rest sales, RevOps or BDR functions.

  • 51% worked at organizations with 50–500 employees, 20% mid-enterprise, 19% small companies and 11% large enterprises. 67% were in software or SaaS.

  • Multi-select questions allow more than one answer, so those percentages sum to more than 100%. Figures are rounded to the nearest whole percent unless stated otherwise.

Want more insights?

Our CEO Markus and our marketing team ran a webinar recently to dissect the findings from the report and find out what the main challenges ABMers are facing in 2026.
Catch the report
webinar_replay

Want more insights?

We recently ran a webinar where our CEO Markus and our team shared key insights from the report and discussed the main ABM challenges marketers are facing in 2026.
Catch the replay
webinar_replay