2025 ABM Statistics Every Outbound SDR Should Know

Major Takeaways: ABM Statistics

Why is ABM critical for outbound sales in 2025?

• ABM helps SDR teams focus on high-value targets, with 61% of companies reporting better pipeline quality when aligning ABM and outbound sales.

What are the ROI benefits of ABM?

• Top marketers using ABM achieve 81% higher ROI, and ABM accounts often close 67% faster than those reached by traditional methods.

How does personalization affect engagement?

• 80% of buyers say personalized content makes them more likely to convert, and 71% expect it in outreach—critical for SDR success.

What channels should SDRs use in ABM?

• Omnichannel outreach (email, LinkedIn, phone) leads to 234% faster pipeline progression compared to single-channel approaches.

How can intent data improve ABM timing?

• 79% of businesses using AI and intent data for ABM see revenue increases by engaging accounts at the right moment in their buyer journey.

What drives sales-marketing alignment in ABM?

• Organizations with aligned ABM teams grow 24% faster and see up to 36% higher retention from shared account strategies.

How should ABM success be measured?

• Leading ABM programs track pipeline growth, win rates, and account-level engagement; 84% of companies report pipeline increases from ABM.

What challenges does ABM solve for SDRs?

• ABM reduces wasted effort by up to 50%, allowing SDRs to focus only on accounts most likely to buy based on fit and real-time signals.

Introduction

Account-Based Marketing (ABM) has evolved from a buzzword into a must-have strategy for B2B sales teams in 2025. 

If you’re a CMO, CRO, VP of Sales/Marketing, or an SDR leader, you’ve likely felt the pressure to deliver more revenue with less waste. Traditional outbound tactics – blasting thousands of cold emails or calls – are yielding diminishing returns. 

The solution? Integrate ABM principles into your outbound sales playbook. The numbers tell a compelling story: more than 70% of marketers now have an active ABM program (up from almost zero a few years ago) (1), and top B2B marketers report achieving 81% higher ROI with ABM-driven campaigns (2). 

In this comprehensive guide, we’ll show you how ABM statistics translate into actionable, lead generation strategies that empower Sales Development Representatives (SDRs) and sales teams to win bigger deals faster. We’ll use a first-person perspective to share our insights at Martal (as your extended sales partner) and speak directly to you with practical advice. Let’s dive in.

ABM in 2025: Why It Matters for Outbound Sales

ABM-driven campaigns help companies engage buyers earlier in the sales cycle, with 75% of marketers saying it allows them to connect with decision-makers sooner.

Reference Source: RollWorks

ABM is no longer optional – it’s table stakes for B2B success in 2025. Over the past few years, ABM has surged in popularity because it delivers results when done right. Recent industry research shows that 93% of B2B marketers consider their ABM efforts extremely or very successful (3). 

Why? Because ABM flips the traditional sales funnel: instead of casting a wide net for leads, you focus your resources on a defined list of high-value target accounts and pursue them with personalized, coordinated outreach. This focused approach drives remarkable outcomes

📊 See what the data reveals (1): 

• 58% of B2B marketers have seen larger deal sizes with ABM (often landing enterprise-level contracts). 
• ABM-targeted accounts also move faster through the pipeline – ad-targeted accounts progress 234% faster through sales stages than those reached by generic tactics. 
• And it’s not just new deals that benefit: companies using ABM report an 84% improvement in brand reputation and an 80% boost in customer relationships, thanks to the tailored value and attention they provide to each account. 
• ABM helps you engage the right buyers earlier (75% of marketers say ABM lets them reach key stakeholders sooner in the buying process) and keeps them engaged through a more relevant sales journey.
• From an outbound sales perspective, pipeline quality and quantity both improve when marketing and sales align on ABM.
• 61% of companies say ABM boosted the number and quality of pipeline opportunities. 

Instead of wasting SDR time chasing unqualified leads, your team works smarter, concentrating on accounts most likely to convert and generate big revenue. 

As a result, ABM-oriented organizations close deals more efficiently: businesses that tightly align sales and marketing (a core tenet of ABM) grew revenue 24% faster over three years, with profits growing 27% faster than less-aligned peers (1). 

The takeaway is clear: ABM isn’t just marketing jargon; it’s a strategic advantage. In 2025’s economic climate, where every dollar counts, ABM ensures your outbound efforts are laser-focused on prospects that truly matter, maximizing ROI.

The Case for Integrating ABM and Outbound Sales

Organizations that align sales outbound with ABM strategies report 60% higher win rates compared to disjointed efforts.

Reference Source: RollWorks

Why blend ABM with your outbound sales motion? Because ABM and outbound sales are better together. Traditional outbound sales – think cold calling, cold emails, LinkedIn reach-outs – works on a volume game: reach out to as many leads as possible and hope a few stick. 

ABM, on the other hand, emphasizes quality over quantity, focusing on key accounts and tailoring every interaction. By integrating the two, you get the best of both worlds: the proactive hustle of outbound plus the precision targeting and personalization of ABM.

Data backs this up. Organizations that align their sales outbound efforts with ABM strategies see significantly higher success rates. A 2024 study found that companies combining ABM with targeted advertising achieved 60% higher win rates than those running disjointed campaigns (1). In practice, this means marketing provides air cover – e.g. ads, content, and awareness – to the same accounts that sales is actively prospecting. When sales and marketing coordinate like this, 61% of businesses report an increase in pipeline opportunities as a key benefit (1). It’s no surprise then that 56% of B2B organizations now expect tighter marketing-sales alignment as they adopt ABM (1).

At Martal, we strongly believe in the “one team” approach. Our outbound lead generation specialists and our clients’ marketing teams work hand-in-hand, sharing target account lists, insights, and timing. This addresses a classic friction point: sales often complains about lead quality, while marketing laments sales not following up. ABM integration fixes that by defining together which accounts to pursue and how. 

The outcome? Higher efficiency and effectiveness. By focusing SDR outreach on accounts most likely to buy (identified through ABM criteria like industry fit and intent signals), you drastically reduce time wasted on dead-end prospects. 

In fact, adopting ABM can cut up to 50% of sales’ time wasted on unproductive prospecting (1), since reps aren’t grinding through lists of lukewarm leads. That reclaimed time goes into engaging qualified buyers. No wonder companies with mature ABM see 67% better deal closure rates after syncing sales and marketing (1). In essence, integrating ABM into outbound turns your sales team into sharpshooters instead of spray-and-pray artillery. You engage fewer accounts overall, but each gets far more attention – and yields far greater returns.

To illustrate, let’s contrast the approaches:

Bold outcome: ABM integration means better quality sales leads, bigger deals, and faster closes than traditional outbound alone. And critically, it creates a smoother experience for your prospects. 

They’re not getting disjointed cold calls or irrelevant pitches; instead, they experience a cohesive, personalized journey where every touchpoint – whether an email from an SDR or a piece of content from marketing – speaks to their specific needs. This builds trust and credibility, which is invaluable in B2B relationships.

Data-Driven ABM Strategies for SDRs and Sales Teams

Integrating ABM into outbound sales isn’t done on a whim – it requires a plan. Below, we break down data-backed strategies to help your SDRs and sales team operationalize ABM. 

We’ll cover how to select the right accounts, personalize outreach, use multiple channels, leverage data signals, align internally, and measure success. 

Each strategy is rooted in what’s working for top-performing teams in 2025, and we’ll sprinkle in our own experiences from Martal’s omnichannel outbound campaigns. Let’s get tactical:

1. Identify and Prioritize High-Value Target Accounts

72% of businesses say accurate account targeting leads to better customer fit, loyalty, and profitability.

Reference Source: The CMO

Every successful ABM-driven outbound lead generation program starts with choosing the right targets. Instead of handing your SDRs a list of 10,000 random leads, narrow the focus to a few dozen or a few hundred high-value accounts that closely match your ideal customer profile. 

Use data to guide this selection. For example, analyze firmographics (industry, company size, location) to find companies similar to your best customers. Layer in technographic data (what tools or platforms they use) and intent signals (e.g. are they researching solutions like yours?). 

📊 72% of businesses say good account targeting results in better customer fit, greater loyalty, and higher profitability (4). In short, picking the right accounts upfront sets you up for wins down the line.

Data-driven targeting can involve several sources. Many teams start with input from sales: according to an ITSMA survey, 74% of firms let sales teams select target accounts (after all, your account executives often know which logos they’d love to land) (4). But don’t stop there – augment human intuition with analytics. 47% of companies use predictive data and 45% use technographic data to choose ABM accounts (4). 

Tools and AI can crunch historical customer data to predict which prospects have a higher likelihood to convert. For example, at Martal we use intent-data platforms and AI-powered, outbound prospecting tools to pinpoint companies “in market” – those researching keywords or topics related to our client’s solutions. This ensures our outreach targets buyers when their pain is acute and budget is in hand, rather than casting blindly.

📊 Keep in mind that only ~5% of B2B accounts are actively looking to buy at any given time – ABM helps you find and focus on that 5% while nurturing the other 95% until they’re ready. As evidence, 43% of B2B marketers say unreliable data is a top challenge in choosing accounts (3). So invest in data quality: enrich your target list with up-to-date info and signals. The bottom line for this step: be selective and data-savvy. Your SDRs’ time is finite, so aim it where it counts. A smaller list of well-researched targets will outperform a massive list of lukewarm leads every time.

2. Personalize Outreach at the Account Level

80% of buyers say they are more likely to purchase from companies that offer personalized experiences.

Reference Source: McKinsey & Company

Once you have your target accounts, make your outreach deeply personalized. This is where ABM truly shines compared to generic outbound sales. Forget canned pitches and one-size-fits-all cold call scripts. Instead, treat each target account as a “market of one” – research their business, understand their pain points, and tailor your messaging to them. 

Why go through this effort? Because personalization drives engagement and conversions: 71% of customers expect personalized experiences, and 80% say that personalized content makes them more likely to buy (6). In B2B, where purchase decisions are high-stakes, a generic email won’t cut through the noise. But an email that references a prospect’s specific challenge or recent company news will grab attention.

In practice, we approach personalization by crafting account-specific messaging for each target. For example, if we’re targeting a fast-growing SaaS company that just raised funding, we’ll congratulate them and then highlight how our solution can help scale their sales team during this growth spurt. This isn’t hypothetical – it’s exactly how outbound ABM works. 

 Instead of a generic “Interested in our software?” email, you might say: “Congrats on your Series B! We saw you’re expanding your sales team – we helped another tech firm handle rapid growth by automating their lead outreach, and we can do the same for you.”

 This kind of message shows you’ve done your homework and genuinely want to solve their problem.

It’s useful to create personalization at scale by preparing frameworks and templates that can be quickly tailored. For instance, develop sales email templates for each industry vertical you target, with placeholders for specific details (like a recent trigger event or known pain point). Then have your SDRs fill in those details for each account. 

According to a Demand Gen report, top-performing ABM practitioners are much more likely to use content personalization than low performers (4). On our team, we maintain a knowledge repository of common industry challenges and relevant case studies, so reps can plug in a compelling insight relevant to each prospect. The key is to make the recipient feel like the message was written just for them – because it essentially was.

Remember, personalization isn’t limited to email. Carry it across channels (more on that next) and content. For example, if sending a LinkedIn message, mention a blog post the prospect authored. If leaving a voicemail, reference a specific growth goal their CEO mentioned publicly. This level of detail can increase response rates dramatically.

It’s why ABM-powered outreach engages C-suite executives more effectively – 30% of marketers using ABM report reaching C-level targets twice as often compared to non-ABM approaches (1). 

High-level B2B decision makers are far more likely to respond when the outreach speaks to their company’s context, rather than a templated sales pitch. In summary: do the research, personalize the touch, and you’ll open doors that mass outreach would leave closed.

3. Leverage Omnichannel Touchpoints for Maximum Engagement

Prospects influenced by both marketing and sales touchpoints move through the pipeline 234% faster than those contacted by sales alone.

Reference Source: RollWorks

In ABM-integrated outbound, how you reach out is as important as what you say. Relying on a single channel (like just email or just cold calls) limits your chances of connecting with busy prospects. Instead, ABM encourages an omnichannel marketing approach – coordinate multiple touchpoints (email, LinkedIn, phone calls, webinars, even direct mail or targeted ads) to engage your target accounts on different fronts. 

This multi-pronged strategy is proven to boost engagement: for example, internal data from RollWorks shows that account-based advertising campaigns can increase customer engagement by 72% (1) by ensuring your message “surrounds” the target from all angles. When prospects see consistent, relevant messages in their inbox, on their LinkedIn feed, and maybe through a well-timed call, it reinforces your value proposition and keeps your solution top-of-mind.

Coordinate your outreach cadences across channels. A winning sales cadence blends strategic timing, personalization, and multi-channel outreach, typically 8–12 touches over 2–4 weeks across phone, email, and LinkedIn.

At Martal, our approach, shaped by years of outbound consulting, emphasizes using at least three channels, which can double engagement and boost reply rates by over 50%.

For instance:

• Day 1 might be a personalized email, 
• Day 3 a LinkedIn connection request, 
• Day 5 a follow-up call or voicemail, 
• Day 7 a LinkedIn message referencing a relevant case study, and so on. 

Research shows B2B buyers often require 8+ touchpoints before booking a meeting, so using multiple channels helps you reach that threshold without seeming spammy on any one medium. In fact, one study found that prospects influenced by both marketing and sales outreach (like seeing an ad then getting an SDR call) progressed through the pipeline 234% faster than those who weren’t (1). 

That’s the power of omnichannel ABM – it accelerates the journey by engaging contacts wherever they prefer to interact.

A few best practices for omnichannel ABM outreach:

• Email: Still a workhorse. Personalize subject lines and opening lines. Share insight or value (e.g. a relevant benchmark or result you’ve achieved for a similar client) rather than a generic sales pitch.
  
• LinkedIn: Use it for both soft touches (liking or commenting on a prospect’s post) and direct messages. Provide value – maybe share an infographic or article relevant to their industry challenge. LinkedIn is gold for reaching buyers who ignore emails; LinkedIn outreach is a core part of modern ABM and can turn cold connections into warm conversations.
  
• Phone Calls: Don’t underestimate a well-placed call. Even if you leave a voicemail, a concise, customized message can stand out. Mention that you emailed them and dropped a LinkedIn note – reinforcing the omnichannel coordination. Some prospects respond best to voice, especially for more complex solutions.
  
• Content and Events: Work with marketing to deliver content to your targets. This could be inviting them to a webinar specifically addressing their industry’s pain points, or even mailing a small gift or printed case study to their office (for high-value accounts). These touches enhance your credibility. In ABM, marketing often provides these “air cover” touches while sales follows up directly – it’s a potent combo.
  
• Timing and Spacing: Coordinate so that you’re not bombarding the prospect from all sides on the same day. Stagger the touches – for example, if marketing runs a targeted ad campaign this week, your SDR emails those who clicked or showed engagement the following week. The goal is a campaign-like feel where various channels reinforce each other rather than random, isolated pings.

Omnichannel outreach has another benefit: it builds trust through repetition and consistency. Psychologically, seeing a vendor’s name multiple times in useful contexts (a helpful email, an interesting LinkedIn post, a friendly voicemail) creates familiarity. By the time your target hops on a call or replies to an email, they feel like they already know your brand. No single channel can achieve that alone. Our experience is that campaigns combining email + LinkedIn + calls significantly outperform single-channel efforts in terms of response and conversion. 

The data is clear: meet your buyers where they are, not just where you’re comfortable.

4. Use Intent Data and Signals to Time Outreach

79% of businesses using AI and intent data for ABM report increased revenue.

Reference Source: G2 Learning Hub

Timing is everything in sales. Even a perfectly crafted, personalized message will fall flat if the target account isn’t in a position to consider your solution. That’s why a smart ABM-outbound strategy leverages intent data and buying signals to reach out at the right moment. Intent data refers to indicators that a company is actively researching or showing interest in topics related to your product/service – for example, spikes in content consumption on certain keywords, visits to your website, or engagement with competitors. By monitoring these signals, you can prioritize accounts that are “heating up” and be the first vendor to engage them, which is a huge advantage given that in B2B, the first credible vendor to solve a problem often wins the deal.

📊 Consider this: 86% of ABM leaders plan to invest more in tools and processes to scale ABM (3), and much of that investment is in data and AI that surface actionable insights. 79% of businesses report increased revenue by integrating AI tools into their ABM strategy (3). 

These AI-driven tools can analyze thousands of data points (web searches, intent signals, news events) to alert your team when an account may be in buying mode. For example, if a target account suddenly has a surge of activity on review sites for solutions in your category, your SDR should know and prioritize contacting them immediately.

At Martal, we rely heavily on intent-driven targeting. Our proprietary AI platform (powered by 3,000+ buying intent signals) constantly sifts through data to flag companies actively looking for solutions like our clients’. This means our outbound team doesn’t waste time on accounts that have zero interest – we strike when the iron is hot. 

For instance, if a company in our target list just hired a new CTO or got a new round of funding (common signals of upcoming change/purchase), that account jumps to the top of our outreach queue. Aligning outreach with triggers like these can dramatically improve response rates. It’s part of why ABM efforts produce higher conversion rates than generic outreach – you’re reaching out earlier in the buyer’s journey when you can shape their vision. In fact, 75% of B2B marketers said ABM helps them engage the right buyers earlier in the process (1), often before competitors are even aware the account is looking.

Another powerful aspect of ABM timing is “always-on” nurturing for target accounts. Not every account will show intent signals immediately – some might be in that 95% not ready to buy right now. For those, you don’t give up; instead, you keep them warm. Marketing might run low-touch nurturing (like adding them to a newsletter or inviting them to events), while sales periodically checks in (e.g. a quarterly friendly check-in email sharing a new insight). The idea is to be present when a latent need becomes an active project. Patience pays off: ABM is a long game, and while some accounts might convert in 3 months (as in a PitchBook case study (1)), others might take 10+ months to see engagement and conversion (1). But when they do become active, you’ll be the familiar, trusted name they turn to.

In summary, make data your compass for outreach timing. Listen for the digital signals that someone on the account is raising their hand (however subtly), and respond accordingly. By combining intent data with the personal touch of SDR outreach, you ensure that when a prospect is ready to talk, you’re not just knocking on their door – you’re already sitting at their table.

5. Align Sales and Marketing Teams Around Accounts

Companies with strong sales and marketing alignment through ABM are 67% better at closing deals.

Reference Source: RollWorks

We’ve hinted at it throughout, but it deserves its own emphasis: true ABM success requires tight sales-marketing alignment. This goes beyond the usual platitudes of “better alignment.” It means structurally organizing your go-to-market team around target accounts. In practical terms, marketing and sales (SDRs, AEs, etc.) should share the same account list, jointly agree on account plans, and have clear roles for who engages which contacts and how. When we say “integrating ABM into outbound,” this is a core piece – your SDRs are not lone wolves, they’re part of a coordinated account team alongside marketers.

The data underscores how critical this is. Companies that sync their sales and marketing teams under an ABM approach become 67% better at closing deals (1), according to a Marketo/Reachforce study. Moreover, firms with tightly aligned sales and marketing grow revenue 24% faster, as noted earlier (1). The reason is simple: alignment prevents leads or opportunities from slipping through cracks, ensures consistent messaging, and creates a feedback loop to optimize targeting and messaging. For example, if marketing runs an email campaign to executive contacts at a target account, the SDR team should know which contacts clicked or responded – so they can follow up one-on-one. Conversely, if SDRs discover new stakeholders or learn fresh intel about an account, marketing should incorporate that into personalized content or ads for that account. This overlap is where ABM magic happens.

How can you foster this alignment? Here are a few tips we practice:

• Unified Account Planning: For each target account (especially the big fish), have a mini strategy session with marketing and sales reps. Identify key stakeholders, map out that account’s business challenges, and brainstorm what content or approach would resonate. Document this in a shared account plan. Now everyone is on the same page about what the game plan is for, say, Acme Corp.
  
• Regular Check-ins: Schedule weekly or bi-weekly syncs between SDR/BDR teams and marketing to review account engagement. For example, our team meets every Monday to review which target accounts engaged last week (visited the website, responded to content, etc.) and which accounts we plan to target heavily in the coming week. This ensures marketing can amplify those efforts (maybe by scheduling a targeted LinkedIn post or email) while SDRs execute their touches.
  
• Service Level Agreements (SLAs): Consider formal SLAs for ABM. For instance, marketing commits to delivering X personalized touchpoints (like custom case studies or event invites) for each tier-1 account per quarter, while sales commits to Y outbound touches. If an account raises a hand (e.g. downloads a key asset), sales will follow up within 24 hours. Clarity in roles prevents the “I thought they were handling it” confusion.
  
• Shared Metrics: Align on what success looks like. In ABM, you’re not just measuring MQLs or call volume; you’re measuring account engagement and pipeline. 84% of companies track pipeline growth as a result of ABM strategies (5). You might use metrics like number of engaged accounts (accounts where a target stakeholder replied or had a meaningful interaction), account-to-meeting conversion rate, or account win rate. When both teams focus on these account-centric metrics, it encourages unity. In fact, companies with strong ABM programs attribute 79% of opportunities and 73% of revenue to ABM efforts (3), which shows how marketing and sales contributions blend in an ABM environment.
  
• Use Collaboration Tools: Leverage your CRM and sales engagement platforms to log every touch and insight on target accounts. Use tags or account dashboards that both marketing and sales can see. This transparency means a marketer can pop into the CRM and see that “oh, our SDR just had a call with the VP at this account and learned they’re exploring vendors,” prompting marketing to maybe send over a relevant case study PDF to that VP the next day.

When ABM alignment is done right, the prospect feels a seamless, coherent journey. They don’t experience the jarring handoff between marketing and sales or redundant outreach. Instead, each interaction builds on the last, guided by one unified team (even if internally it’s multiple departments). 

The payoff is huge: not only do you close more deals, you also improve customer experience – which in B2B can translate to future upsells and referrals. As one ABM mantra goes, “It’s not marketing or sales – it’s marketing and sales winning together.” 

6. Measure What Matters: ABM Success Metrics in Outbound

84% of organizations report pipeline growth as a direct result of ABM.

Reference Source: Momentum ITSMA & ABMLA

How do you know if your ABM-integrated outbound is working? You measure it – but not by the old volume-based metrics. Traditional outbound might live and die by metrics like number of calls made, emails sent, or raw leads generated. ABM shifts the focus to quality and impact. When measuring ABM success, think in terms of account-level metrics and revenue outcomes. Here are some key metrics and how to track them:

• Account Engagement Score: Develop a scoring model to quantify how engaged each target account is. This could include points for email opens/clicks, website visits, meeting attendance, qualified appointment rates etc. For example, if a target account’s stakeholders have collectively engaged with 10 different touches (marketing or sales), that’s a highly engaged account. Many teams use an “engaged accounts” metric (e.g., the number or percentage of target accounts that showed any meaningful activity in a period). In ABM, seeing that number rise is more important than sheer email open rates. In fact, the Momentum ITSMA ABM benchmark found 84% of companies see pipeline growth as a result of ABM (3) – linking engaged accounts to actual sales pipeline created.
  
• Pipeline and Revenue per Account: Instead of looking at total pipeline from all leads, examine how much pipeline is generated from your target account list. Over time, you want a higher portion of your pipeline (and closed deals) coming from those named ABM accounts. Leading ABM organizations report that a majority of their opportunities come from ABM efforts – one study cites 79% of opportunities and 73% of revenue tied to ABM in strong programs (3). This makes sense: ABM accounts might be fewer, but each is bigger and more likely to close. Track deal sizes too – are deals from ABM accounts larger on average?
  
• Conversion Rates and Velocity: Measure how effectively you’re moving accounts through stages. For example, what percentage of target accounts progressed to a sales meeting? Of those, how many to proposal, and to close? ABM should improve these conversion rates (because you’re targeting better-fit accounts). Also measure sales cycle length – a well-executed ABM approach can shorten sales cycles by as much as 40% according to some reports (3). That’s because you’re engaging multiple stakeholders with the right info, accelerating consensus. If you see deal cycles compressing for ABM accounts, that’s a big win for revenue teams.
  
• Retention and Expansion: Don’t forget post-sale. One of ABM’s goals is not just landing accounts, but growing them. Track retention rates and upsell/cross-sell revenue for your ABM accounts versus non-ABM. Many companies find ABM improves retention – e.g. aligning on accounts can improve customer retention by 36% (3) because you’ve set the right expectations and built stronger relationships. And 85% of businesses say ABM is crucial for expanding client relationships (3). So, if your ABM accounts renew at higher rates or spend more over time, that’s a key success indicator.
  
• ROI and Attribution: Ultimately, calculate the ROI of your ABM program. This can be tricky because ABM involves multi-touch influence. But you can compare the money and effort spent on your ABM outbound program (including ad spend, tools, personnel time) against the revenue it influenced or generated. Many have found ABM to be highly cost-effective – remember, top marketers achieved 81% higher ROI with ABM (2). Ensure you have an attribution model that credits both marketing and sales touches appropriately for ABM deals (sometimes a custom account-based attribution model is used, assigning value to account engagement as a whole rather than last-touch).

One caution: measuring ABM can be challenging, especially if your systems are set up only for lead-centric metrics. In fact, 40% of marketers cite measuring ABM ROI as their biggest challenge (3). The solution is to define your ABM KPIs upfront and possibly invest in analytics tools or dashboards that consolidate account-level data. Many ABM platforms or even CRM add-ons now offer “ABM scorecards.” 

If you’re early in the journey, start simple – track a list of target accounts and mark whether they’re engaging and whether they turned into pipeline or revenue.

The big picture: write the success story in terms executives care about – pipeline, revenue, and growth. 

When you can show that, for example, “Our ABM-outbound initiative engaged 60% of our 100 target accounts this quarter, created $5M in pipeline, and closed $1M in new ARR at 30% higher deal sizes than average,” that speaks volumes. Those are the kinds of metrics CMOs and CROs love to see. They validate why focusing on fewer, better accounts (with a bigger team effort per account) beats the old volume game. 

At Martal, we provide our clients with exactly this kind of ABM-aligned reporting – not just how many leads we contacted, but how their dream accounts are moving closer to becoming customers. Measure what matters, and you’ll get the resources and buy-in to double down on ABM.

Conclusion: Putting ABM-Outbound into Action

By now, it’s clear that integrating ABM into outbound sales is a game-changer for B2B organizations. We’ve seen how a strategic focus on the right accounts – combined with personalized messaging, omnichannel outreach, data-driven timing, and tight sales-marketing alignment – translates into higher engagement and bigger wins. 

The statistics speak for themselves: higher ROI, faster growth, larger deals, and more efficient sales processes all come from embracing an ABM mindset in your outbound efforts.

Importantly, none of this is theoretical for us. At Martal, our ABM-outbound strategies and outsourced sales services are built on the very principles we’ve discussed. 

Partnering with an ABM agency like ours, we can help you identify high-potential accounts for your clients, craft customized multi-touch campaigns (via cold email, LinkedIn, calls, and more), leverage intent data to reach out at the perfect moment, and work as an extension of your team to ensure every prospect experiences relevant, resonant interactions. It’s a data-backed, personalized approach – and it works.

If you’re ready to see these strategies drive growth for your organization, we invite you to take the next step. Book a free consultation with Martal to explore how our omnichannel outbound ABM services can fill your pipeline with ideal prospects and convert them into long-term customers. 

In a market where precision and personalization win deals, our team is here to help you execute ABM-driven outbound campaigns that deliver results. 

Let’s partner to transform your sales approach, align with marketing, and make 2025 your best year yet. Your high-value accounts are out there – together, we’ll land them. 🚀

References

1. RollWorks
2. Demandbase
3. G2 Learning Hub
4. The CMO
5. Momentum ITSMA & ABMLA
6. McKinsey & Company

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FAQs: ABM Statistics

1

Is ABM still relevant?

Yes. ABM is more relevant than ever in 2025, especially for outbound sales teams. With 93% of marketers reporting success and widespread adoption across industries, ABM helps teams focus on the most profitable accounts. Its integration with sales ensures better engagement, faster deal cycles, and larger contracts. As buying committees grow and personalization becomes a necessity, ABM is a proven strategy to meet those demands.

2

What is ABM measurement?

ABM measurement tracks how effectively marketing and sales engage high-value accounts. Instead of focusing on lead volume, it evaluates metrics like account engagement scores, pipeline generated per account, deal velocity, and account-level ROI. This approach ensures that both sales and marketing can tie activities to business outcomes, enabling strategic decisions and resource allocation based on performance with key targets.

3

What are the cons of ABM?

ABM can be resource-intensive and may take longer to show results. It requires coordination between marketing and sales, personalized messaging, and robust data to execute well. Measuring ROI can also be complex without the right tools. However, for B2B organizations targeting high-value accounts, these challenges are outweighed by the potential for increased win rates, larger deal sizes, and improved long-term growth.