--- title: "ABM Statistics (2026): Account-Based Marketing Data | traxy" description: "Sourced ABM statistics for 2026: adoption, budget, ROI, win rates, buying groups and LinkedIn ABM ad benchmarks, each linked to its original source." canonical: "https://traxy.ai/blog/abm-statistics" last_updated: "2026-11-11T12:30:00.000Z" --- # ABM Statistics (2026): Account-Based Marketing Data | traxy > Sourced ABM statistics for 2026: adoption, budget, ROI, win rates, buying groups and LinkedIn ABM ad benchmarks, each linked to its original source. [Home](https://traxy.ai/) [Blog](https://traxy.ai/blog) [LinkedIn Ads & ABM](https://traxy.ai/blog/topics/linkedin-ads-and-abm) Lead generation # ABM Statistics (2026): What the Data Says About Account-Based Marketing Sourced ABM statistics for 2026: adoption, budget, ROI, win rates, buying groups and LinkedIn ABM ad benchmarks, each linked to its original source. By the traxy teamPublished Nov 11, 20267 min read ![ABM Statistics (2026): What the Data Says About Account-Based Marketing — traxy blog](https://traxy.ai/assets/blog-covers/abm-statistics.jpg) **In this article**[What Do ABM Statistics Show in 2026?](https://traxy.ai/blog/abm-statistics#what-do-abm-statistics-show-in-2026) [ABM Adoption and Budget Statistics](https://traxy.ai/blog/abm-statistics#abm-adoption-and-budget-statistics) [ABM ROI Statistics](https://traxy.ai/blog/abm-statistics#abm-roi-statistics) [ABM Pipeline and Win Rate Statistics](https://traxy.ai/blog/abm-statistics#abm-pipeline-and-win-rate-statistics) [Buying Groups and Account Engagement](https://traxy.ai/blog/abm-statistics#buying-groups-and-account-engagement) [LinkedIn ABM Statistics](https://traxy.ai/blog/abm-statistics#linkedin-abm-statistics) [What This Means for Running ABM on LinkedIn](https://traxy.ai/blog/abm-statistics#what-this-means-for-running-abm-on-linkedin) [Statistics We Left Out](https://traxy.ai/blog/abm-statistics#statistics-we-left-out) [How to Cite This Page](https://traxy.ai/blog/abm-statistics#how-to-cite-this-page) [Frequently Asked Questions](https://traxy.ai/blog/abm-statistics#frequently-asked-questions) [The Bottom Line](https://traxy.ai/blog/abm-statistics#the-bottom-line) [Open product docs](https://docs.traxy.ai/) **TL;DR:** Account-based marketing (ABM) is now standard in B2B: 90% of organizations in Momentum ITSMA's global benchmark run at least one ABM program, and 81% of marketers there say ABM delivers higher ROI than their other marketing. Forrester's 2024 data finds the most common ROI lift is 21% to 50%. Demandbase's data from 1,452 companies says teams organized around buying groups see up to 2–3× higher win rates. On LinkedIn, ZenABM's 2026 benchmark of 211 B2B companies puts the median ABM ad CTR at 0.69% and CPC at $11.04, with Thought Leader Ads reaching 2.68% CTR. Most ABM numbers are self-reported surveys, often run or sponsored by ABM vendors, and we say which is which below. Every figure links to its source, and each table shows when we last checked it. ## What Do ABM Statistics Show in 2026? Most B2B companies now run ABM, and most marketers say it pays off, though the evidence is largely self-reported. 90% of organizations in Momentum ITSMA's benchmark run an ABM program. The figure to use depends on the job: Forrester's most common ROI lift of 21% to 50% for a budget case, the buying group figures for planning who to reach, and ZenABM's 0.69% median CTR for LinkedIn ads. To reach engaged buyers on LinkedIn, traxy finds high intent leads from LinkedIn activity (50%+ ICP match) and runs [LinkedIn and email outreach](https://traxy.ai/linkedin-outbound) from your connected accounts after you approve the campaign. ## ABM Adoption and Budget Statistics Statistic Figure Source **Organizations with at least one ABM program** 90% [Momentum ITSMA, Global ABM Benchmark (300+ B2B marketers, sponsored by Demandbase)](https://momentumabm.com/global-account-based-marketing-benchmark) **Share of the marketing budget spent on ABM** 28% [Momentum ITSMA and ABM Leadership Alliance, 2023 (279 ABM leaders, surveyed August 2022)](https://momentumabm.com/insights/momentum-itsmas-annual-abm-benchmarking-study-shows-no-signs-of-slow-down-for-account-based-marketing) **Companies planning to increase ABM spend** 71% [Momentum ITSMA, 2023](https://momentumabm.com/insights/momentum-itsmas-annual-abm-benchmarking-study-shows-no-signs-of-slow-down-for-account-based-marketing) **Marketers who integrate demand generation and ABM** 47% [Demand Gen Report, 2026 ABM Benchmark Survey](https://www.demandgenreport.com/blog/2026-account-based-marketing-abm-benchmark-survey-findings-abm-moves-beyond-pilot-stage-with-ai-powering-smarter-execution/52996) **ABM programs meeting expectations** 52% [Demand Gen Report, 2026](https://www.demandgenreport.com/blog/2026-account-based-marketing-abm-benchmark-survey-findings-abm-moves-beyond-pilot-stage-with-ai-powering-smarter-execution/52996) **Top budget priority for B2B marketers** AI tools (60.4%), replacing ABM, which led the year before at 44.7% [Demand Gen Report, B2BMX Insights 2026 Benchmark](https://www.demandgenreport.com/blog/just-released-the-2026-b2bmx-insights-2026-benchmark-survey-results/54826/) _Last verified against the sources: November 11, 2026._ ABM has moved from pilot to standard practice, but it now competes with AI tools for budget. The 28% budget share comes from a 2022 survey; we haven't found a newer published figure. ## ABM ROI Statistics Statistic Figure Source **Marketers who say ABM delivers higher ROI than other marketing** 81% [Momentum ITSMA, Global ABM Benchmark](https://momentumabm.com/global-account-based-marketing-benchmark) **Most common ROI lift reported for ABM** 21% to 50% higher than other marketing [Forrester, ABM Delivers Higher ROI Across Regions (2024 data)](https://www.forrester.com/report/account-based-marketing-delivers-higher-roi-across-regions/RES181818) **Respondents reporting ABM ROI 51% to 200% higher** 23% [Forrester, 2024 data](https://www.forrester.com/report/account-based-marketing-delivers-higher-roi-across-regions/RES181818) **Teams with a dedicated ABM team that report higher ROI** 99% [Forrester, Demand, ABM and Customer Marketing Survey 2023](https://www.forrester.com/blogs/abm-won-but-its-not-done-changing-the-game/) **ABM accounts vs. non-ABM accounts on deal size** ABM accounts have larger average deals in North America, Europe and Asia Pacific [Forrester, ABM Results in Larger Average Deal Sizes Across Regions (2024 data)](https://www.forrester.com/report/account-based-marketing-results-in-larger-average-deal-sizes-across-regions/RES181816) _Last verified against the sources: November 11, 2026._ Read "81%" carefully: it's the share of marketers who say ABM's ROI is higher, not an 81% ROI increase. All the ROI figures here are what marketers report about their own programs, not measured returns. The 99% figure covers only companies with a dedicated ABM team, which are likely to be the more committed programs. ## ABM Pipeline and Win Rate Statistics Statistic Figure Source **Win rates for teams aligned around buying groups vs. lead-centric teams** Up to 2–3× higher [Demandbase, The State of ABM in 2026 (1,452 companies)](https://www.demandbase.com/resources/labs/state-of-abm-2026-benchmark-report/) **Opportunities handed to sales that fail to close** 56% [Forrester, Demand, ABM and Customer Marketing Survey 2024](https://www.forrester.com/blogs/category/account-based-marketing-abm) _Last verified against the sources: November 11, 2026. Demandbase's figures come from its own customers' platform data (1,452 companies, 429,634 ad campaigns), not a survey of the market._ The Demandbase data is the largest behavioral dataset on ABM we found, but it describes companies that already use an ABM platform, measured by the company that sells it. Treat it as directional. ## Buying Groups and Account Engagement ABM exists because B2B purchases are made by groups, and the group often picks a favorite before talking to anyone. Statistic Figure Source **People who influence a typical business purchase** 13 internal stakeholders and 9 external participants [Forrester, The State of Business Buying 2026](https://www.forrester.com/press-newsroom/forrester-2026-the-state-of-business-buying/) **Buying group size for purchases with generative AI features** 14 members, against 7 for purchases without them [Forrester, 2026](https://www.forrester.com/press-newsroom/forrester-2026-the-state-of-business-buying/) **Size of B2B buying groups** 5 to 16 people, across as many as four functions [Gartner, May 2025](https://www.gartner.com/en/newsroom/press-releases/2025-05-07-gartner-sales-survey-finds-74-percent-of-b2b-buyer-teams-demonstrate-unhealthy-conflict-during-the-decision-process) **How far through the buying journey buyers are at first seller contact** About 59%, in an average 10.3-month cycle [6sense, 2026 B2B Buyer Experience Report](https://6sense.com/buyer-experience-report-2026) **Purchases won by the vendor the buyers favored before contacting sellers** 82% [6sense, 2026](https://6sense.com/news/6sense-research-finds-that-vendors-need-to-be-known-and-preferred-before-the-buying-journey-begins) **Share of B2B buyers in market for a product at any one time** About 5% (the "95:5 rule") [LinkedIn B2B Institute and Ehrenberg-Bass Institute](https://marketingscience.info/news-and-insights/the-955-rule-why-b2b-growth-starts-long-before-the-purchase) _Last verified against the sources: November 11, 2026._ With a dozen or more people involved and a favorite chosen before first contact, reaching one contact per account isn't enough. ABM's job is to reach the whole group before the shortlist forms. For more buying-group figures, see our [B2B buyer journey statistics](https://traxy.ai/blog/b2b-buyer-journey-statistics) . ## LinkedIn ABM Statistics Statistic Figure Source **ZenABM benchmark sample** 211 B2B companies and 161,256 LinkedIn ads [ZenABM, 2026 LinkedIn ABM Benchmarks Report](https://zenabm.com/linkedin-abm-benchmarks-report) **Median CTR, LinkedIn ABM ads** 0.69% [ZenABM, 2026](https://zenabm.com/linkedin-abm-benchmarks-report) **Median CPC, LinkedIn ABM ads** $11.04 [ZenABM, 2026](https://zenabm.com/linkedin-abm-benchmarks-report) **Median CPM, LinkedIn ABM ads** $78.30 [ZenABM, 2026](https://zenabm.com/linkedin-abm-benchmarks-report) **CTR, Thought Leader Ads vs. single-image ads** 2.68% vs. 0.42% [ZenABM, 2026](https://zenabm.com/linkedin-abm-benchmarks-report) _Last verified against the sources: November 11, 2026. ZenABM sells ABM software for LinkedIn, and its sample is its own users._ Thought Leader Ads, which promote a post from a person's profile, earned about six times the CTR of single-image ads in ZenABM's data. See our [Thought Leader Ads strategies](https://traxy.ai/blog/linkedin-thought-leader-ads-b2b-strategies) and [LinkedIn lead generation benchmarks](https://traxy.ai/blog/linkedin-b2b-lead-generation-benchmarks-conversion-rates-cost-per-lead-2026) for more ad figures. ## What This Means for Running ABM on LinkedIn 1. **Reach the buying group, not one contact.** With 13 internal stakeholders on a typical purchase, track engagement from everyone at a target account. 2. **Be visible before the shortlist.** If the favorite wins 82% of the time, the work happens before anyone fills in a form. 3. **Use people, not only the brand.** Thought Leader Ads beat single-image ads on CTR by about six times in ZenABM's data. Posts from your team can do similar work without ad spend; see our guide to [employee advocacy statistics](https://traxy.ai/blog/linkedin-employee-advocacy-roi-benchmarks-measurement-frameworks-b2b-agencies-2026) . 4. **Measure what you can't buy.** Ads show which accounts saw you. Engagement with posts from your team, competitors and the creators your buyers follow shows which accounts are paying attention. Our [LinkedIn account-based marketing guide](https://traxy.ai/blog/linkedin-account-based-marketing-abm-guide-2026) covers the full playbook. ## Statistics We Left Out These numbers appear on many ABM statistics pages, but we couldn't trace them to a current primary source, so we left them out: - **"Companies using ABM generate 208% more revenue."** It's often attributed to Marketo, but we found no study behind it. - **"ABM increases annual contract value by 171%."** We found no original study. - **"87% of marketers say ABM delivers higher ROI."** This comes from ITSMA's 2017 benchmark. It's real but nine years old; we use the newer 81%. - **"91% of companies see larger deal sizes with ABM."** This dates from SiriusDecisions research before 2020. We use Forrester's 2024 deal-size finding instead. - **"86% say ABM improved win rates."** We couldn't find a primary source. - **Exact ABM win-rate lifts by number of buying groups.** Demandbase's own materials give different figures, so we didn't use them. ## How to Cite This Page You're welcome to use these statistics. Please cite the original source listed next to each figure and link to this page as the compilation: "ABM Statistics (2026), traxy, https://traxy.ai/blog/abm-statistics". We re-check every figure each quarter and when a source publishes a new edition. ## Frequently Asked Questions ### What percentage of companies use account-based marketing? 90% of organizations in Momentum ITSMA's Global ABM Benchmark have at least one ABM program. The survey covers more than 300 B2B marketers and was sponsored by Demandbase, so it leans toward companies already interested in ABM. ### What is the ROI of account-based marketing? 81% of marketers in Momentum ITSMA's benchmark say ABM delivers higher ROI than their other marketing. Forrester's 2024 data finds the most commonly reported lift is 21% to 50%, and 23% of respondents report 51% to 200%. These are self-reported figures, not measured returns. ### How much of the marketing budget goes to ABM? In Momentum ITSMA's 2023 benchmark of 279 ABM leaders, ABM took 28% of the marketing budget, and 71% planned to increase ABM spend. In Demand Gen Report's 2026 survey, AI tools replaced ABM as B2B marketers' top budget priority. ### How many people are in a B2B buying group? Forrester's 2026 research finds 13 internal stakeholders and nine external participants influence a typical business purchase. Gartner puts buying groups at 5 to 16 people across as many as four functions. ### What is a good CTR for LinkedIn ABM ads? ZenABM's 2026 benchmark of 211 B2B companies puts the median CTR for LinkedIn ABM ads at 0.69%, with a median CPC of $11.04. Thought Leader Ads reached 2.68% CTR, against 0.42% for single-image ads. ## The Bottom Line Most B2B companies now run ABM, and most marketers believe it outperforms their other programs, though the evidence is largely self-reported. The figures that hold up across sources are about buying groups: purchases involve a dozen or more people, and the favorite is chosen before first contact. [traxy](https://traxy.ai/) helps with that part of ABM on LinkedIn: it tracks who engages with your team's posts, your competitors' posts and the creators your buyers follow, matches them to your target accounts and ICP, and sends them to Slack or your CRM. **Related reading:** - [LinkedIn Account-Based Marketing (ABM) Guide](https://traxy.ai/blog/linkedin-account-based-marketing-abm-guide-2026) - [B2B Buyer Journey Statistics (2026)](https://traxy.ai/blog/b2b-buyer-journey-statistics) - [LinkedIn Ads: Formats, Costs and Lead Gen Forms](https://traxy.ai/blog/linkedin-ads) - [LinkedIn B2B Lead Generation Benchmarks](https://traxy.ai/blog/linkedin-b2b-lead-generation-benchmarks-conversion-rates-cost-per-lead-2026) - [LinkedIn Thought Leader Ads: 7 B2B Strategies](https://traxy.ai/blog/linkedin-thought-leader-ads-b2b-strategies) - [Account Intelligence From LinkedIn Engagement](https://traxy.ai/blog/account-intelligence-linkedin-engagement) [Back to all articles](https://traxy.ai/blog) ## Keep reading [All LinkedIn Ads & ABM guides](https://traxy.ai/blog/topics/linkedin-ads-and-abm) [Lead generation9 min read ## LinkedIn Ads for B2B: Cost, Ad Formats & Lead Gen Forms (2026) LinkedIn Ads for B2B in 2026: what they cost, every ad format, bidding options and how to set up Lead Gen Forms that turn clicks into pipeline. Updated Nov 11, 2026Read article](https://traxy.ai/blog/linkedin-ads) [Lead generation8 min read ## LinkedIn Retargeting for B2B: 2026 Playbook Learn the 5 LinkedIn retargeting audiences, a 30/60/90-day nurture framework, and audience layering strategies that turn warm engagement into B2B pipeline. Updated Nov 12, 2026Read article](https://traxy.ai/blog/linkedin-retargeting-b2b-playbook-2026) [Outbound5 min read ## Account intelligence from LinkedIn engagement: roll engaged people up into account summaries Roll LinkedIn engagers up by company to see which accounts have several qualified people paying attention, and how to act on it without overstepping. Updated Nov 11, 2026Read article](https://traxy.ai/blog/account-intelligence-linkedin-engagement) The right people are already out there. ## Find your warmest leads. _Send them personalized messages._ From relevant interest to personalized outreach. Put traxy to work. 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