2026 ABM Survey: Nearly 80% of B2B Firms Now Execute Strategies
Demand Gen Report survey shows ABM adoption at scale with 85% meeting or exceeding expectations and AI driving personalization gains.
Nearly 80% of surveyed organizations are actively executing an ABM strategy, according to the 2026 Account Based Marketing Benchmark Survey from Demand Gen Report. The remaining organizations plan to add one soon. The findings indicate ABM has moved beyond the pilot stage into the established B2B go-to-market mix.
Positive Results Reported
52% of respondents said their ABM efforts are meeting expectations. Another 23% said programs are exceeding expectations, and 10% said they are greatly exceeding expectations. ABM is tied to demand generation, account engagement, pipeline creation, and revenue contribution.
James Hickey, editor of Demand Gen Report, noted that buying groups are larger and sales cycles more complex. He stated ABM helps marketing and sales work from the same account priorities.
AI and Personalization Findings
29% of respondents identified AI improving content personalization at scale as the top AI use case in ABM programs, according to Demand Gen Report. AI received an average effectiveness score of 7.3 out of 10 for improving ABM campaign outcomes.
47% of respondents named personalized content as the ABM tactic delivering the highest ROI.
Execution and Measurement
The survey shows teams continue to address challenges in scale, measurement, alignment, and execution while investing in foundations for long-term ABM success. The full report is available from Demand Gen Report.
