Account-based marketing (ABM) has evolved from a niche tactic into a core growth strategy for B2B organizations. In 2025, the challenge isn’t deciding whether to invest in ABM—it’s making it scale with measurable outcomes and a clear ROI.
The marketers winning with ABM are those aligning their teams, tightening targeting, and proving impact across the funnel, all while staying compliant and cost-efficient in an era of complex privacy regulations.
Here’s what the data reveals, and how to turn these insights into measurable growth.
1. ABM is Now Mainstream
Nine in ten organizations now run ABM programs, and 81% report stronger ROI than with other marketing tactics. The takeaway: ABM works when done right, and the leaders in this area are focused on scaling with precision, not just participation. Success depends on engaging full buying committees, layering intent data, and staying ahead of compliance requirements across global markets.
2. Alignment Separates the Winners
According to Pipeline360’s State of Pipeline Growth H2 2024 report, alignment remains one of the biggest challenges for B2B teams. Forty-four percent of marketers cite collaboration as their biggest obstacle, and nearly half admit they’re struggling to meet goals. Yet 73% of aligned teams hit their targets.
That gap tells the story. ABM succeeds when marketing, sales, and demand teams move as one, aligning around shared data, metrics, and definition of success.
3. Budgets Are Rising, and So Are Expectations
ABM’s momentum shows up in the numbers. According to Forrester’s Vision Report 2024 Planning Guide, 74% of B2B marketers expect to increase budgets for ABM programs, people, and technology.
More investment means more scrutiny. Leaders must show not just activity, but outcomes. That’s why the most successful programs blend brand awareness, data governance, and lead validation into every ABM initiative, ensuring that every dollar fuels compliant, marketable, and measurable growth.
4. ROI and Win Rates Lead the Pack
Few strategies can match ABM’s performance. Eighty-seven percent of marketers say ABM outperforms every other marketing investment, while 80% report higher win rates in ABM-engaged accounts.
The data makes it clear: when executed with focus and proof, ABM drives measurable revenue. Growth-minded organizations are doubling down where it counts by combining precise targeting with data integrity and real-time analytics to ensure every lead is compliant, validated, and sales-ready.
5. ABM Lifts Everything It Touches
Perhaps the most telling stat: 48% of high-performing leaders say ABM strengthens all their marketing efforts, compared to just 18% of laggards. Clearly, ABM doesn’t live in a silo. It amplifies content quality, sharpens personalization, and drives better performance across every channel.
How Branded Demand Powers ABM
Account-based marketing works best when precision meets perception. Even the most targeted outreach is more effective when the audience already understands and trusts your brand.
That’s the role of Branded Demand. It establishes familiarity and relevance long before a sales conversation begins—through consistent thought leadership, storytelling, and education across channels. Articles, podcasts, and videos help shape how your brand is perceived, while case studies and peer validation reinforce credibility.
Strong brand visibility also amplifies performance data. When audiences engage with trusted content, signals of intent become clearer and more reliable. That, in turn, strengthens the data foundation behind ABM targeting and personalization.
In practice, Branded Demand ensures that when outreach begins, it’s not a cold start. Prospects already recognize the brand, understand its value, and are more receptive to deeper engagement, resulting in shorter cycles and more meaningful conversations.
Turning ABM Insights into Action
The data is clear: ABM now sits at the core of modern B2B marketing. Rising budgets, improved ROI, and stronger sales alignment all point to a single truth—ABM drives growth when it’s built on trust, credibility, and data integrity.
Branded Demand provides the foundation for that success. By connecting validated data with meaningful storytelling and compliant delivery, it enables marketers to engage accounts more effectively and measure results with greater confidence. When brand and data work in sync, ABM moves from a tactical program to a sustained growth engine.
Learn more about Branded Demand from Pipeline360.
