2026 ABM Survey: 84% of B2B Teams Use Strategy to Drive Revenue
The 2026 Account Based Marketing Benchmark Survey reports 84% of respondents use ABM for revenue goals, with 47% integrating it with demand generation.
The 2026 Account Based Marketing Benchmark Survey found that 84% of respondents use ABM to drive revenue. Of those, 56% prioritize new account acquisition while 28% focus on account expansion, according to Demand Gen Report.
Primary Goals of ABM Strategies
56% of respondents identified new account acquisition as the primary goal of their ABM strategy. Another 28% named account expansion as the main focus. These figures indicate ABM is applied to win net-new business and grow existing customer relationships.
Integration With Demand Generation
47% of respondents integrate ABM and demand generation processes to streamline marketing efforts, according to Demand Gen Report. The survey shows ABM is not replacing demand generation but operating alongside it in a combined model.
Shift Toward Core Growth Discipline
The survey positions ABM as a core method B2B organizations use to drive growth, align teams, and concentrate effort on accounts with the largest revenue impact. It notes ABM has moved beyond niche application for a small number of strategic accounts.
B2B organizations face longer sales cycles and larger buying groups. In this setting the survey states ABM supplies a focused approach to identify target accounts, tailor outreach, and coordinate engagement across the funnel.
