2026 ABM Benchmark Survey Shows Revenue Focus in B2B Strategies
Survey data reveals 84% of respondents use ABM for revenue, with 56% prioritizing new account acquisition and 47% integrating ABM with demand generation.
The 2026 Account Based Marketing Benchmark Survey reports that a combined 84% of respondents use ABM to drive revenue. Of those, 56% prioritize new account acquisition and 28% focus on account expansion.
Primary Goals of ABM Programs
According to Demand Gen Report, 56% of respondents state new account acquisition is the primary goal of their ABM strategy. Another 28% identify account expansion as the main focus. These figures indicate ABM is applied to win net-new business and grow existing customer relationships.
Integration of ABM and Demand Generation
The survey finds 47% of respondents integrate ABM and demand generation processes to streamline marketing efforts. This approach positions the two as complementary rather than competing activities.
Shift Toward Broader Application
ABM is described as moving beyond niche strategic accounts to become a core method for B2B organizations to drive growth. The data shows it supports alignment of teams and concentration of effort on accounts with the largest revenue impact.
according to Demand Gen Report.
