A newly-released Outcomes Rocket report finds that Account-Based Marketing (ABM) has solidified its position as a primary growth engine, delivering an estimated average return on investment (ROI) of 137%.
The “State of Account-Based Marketing 2025” report highlight a clear mandate: B2B marketers are leveraging artificial intelligence (AI) with advanced strategies to maximize revenue impact. The study of 771 marketers revealing significant shifts in B2B marketing strategy as 71% of organizations actively implementing ABM strategies. For many, this strategic focus is yielding substantial returns, as nearly half of the respondents cited ABM as their highest source of ROI.
This success is driving further commitment, with 50% of organizations planning to increase their ABM budgets in the coming year. The authors of the report say this planned investment signals a strategic pivot, moving from tactical execution to a more mature, results-oriented approach.
Outcomes Rocket’s Marquez Comments
Outcomes Rocket CEO Saul Marquez notes that “ABM in 2026 looks nothing like ABM from a few years ago.”
“It’s evolved from a campaign tactic into a strategic operating model powered by real-time intent and advanced segmentation,” said Marquez. “That shift is exactly why we’re seeing such a dramatic ROI gap. In an unpredictable market, ABM is becoming one of the only strategies that reliably turns noisy signals into forecastable revenue outcomes.”
Adjusting to An AI World
Despite the proven success, there are still barriers to adopting dedicated ABM platforms— the primary concern being costs (48%). As a result, 56% of organizations are opting for a combination of existing tools like CRM and marketing automation rather than a specialized platform.
“This highlights a critical decision point for marketing leaders: balancing short-term budget constraints against the long-term strategic advantages of a fully integrated ABM infrastructure,” said Marquez.
The increased adoption goes hand in hand with the integration of AI as 79% of respondents now incorporate AI into their ABM programs, using it for enhanced personalization, predictive analytics, and more precise targeting. Marketers are leveraging AI to transform how they engage high-value accounts, with 86% expecting AI to boost their ABM ROI over the next year.
“This is the strategic equivalent of having a detailed map in an unexplored territory,” said Marquez. “AI provides the intelligence needed to navigate complex buying journeys and identify the most direct path to revenue.”
By the Numbers
The report found that 82% of organizations reported ABM delivers higher ROI than traditional marketing strategies, only 15% of organizations use a dedicated ABM platform. Most companies rely on a mix of tools or manual processes, indicating a gap in platform adoption that could unlock even greater efficiency and results.
Other notable findings of the report include:
- 64% of marketers cite increased revenue as the top benefit of ABM, underscoring ABM’s direct impact on business growth, making it a critical strategy for revenue-focused organizations; and
- 40% of organizations plan to invest in ABM 2.0 capabilities within the next 12 months that signals a growing emphasis on hyper-personalization and AI-driven strategies for competitive advantage.
To access the full report and its insights, click here.
