38 Account-Based Marketing Stats to Know in 2021

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Pamela Bump
Pamela Bump


As marketers, we become experts in our target audiences. We know their typical demographic, what they like, the platforms they spend time on, and what they value in a product.

A sales rep talks to a prospect to collect information for an account-based marketing strategy after reading about ABM stats.

But unlike sales reps — who talk to and learn from their biggest prospects each day — we don't always know tiny, but crucial, details about the brands or people we most want to sell to. So, how do we bridge the gap to better help our sales teams sell to high-priority clients? The answer to this question could be account-based marketing (or ABM).

While inbound marketing is vital for pulling general audiences and demographics to your site, service, or store, account-based marketing can help you to reel in prospects or qualified leads that are most likely to buy your product.

To show you just how beneficial account-based marketing can be, while also informing you of the challenges it comes with, here are 38 stats you should know in 2021.

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37 Account-Based Marketing Stats to Know in 2021

General ABM Stats

  • In 2021, 70% of marketers report using ABM, up 15% from 2020.
  • 67% of brands leverage account-based marketing.
  • "Researching Accounts" and "Identifying Target Contacts" are the top two tactics used by marketers within an ABM model.
  • In 2019, the top five account-based tactics were sales development rep outreach, digital advertising, direct mail, marketing email, and events.
  • Additionally, marketers strongly agree that personalized content (56%) and advanced data management (43%) are keys to ABM's success.
  • 57% of professionals say their companies target 1,000 accounts or under with ABM. target account list size average for account-based marketing

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average maturity of account based marketing tactics

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Benefits and Challenges of ABM

Top challenges marketers face with Account-Based Marketing

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ABM Technology

Smarketing Benefits and Challenges

Create an Effective ABM Strategy

As a marketer, it's important to know what makes ABM techniques successful and how they differ from other target audience marketing tactics.

Additionally, you'll want to learn about the companies you're interested in marketing to, similar to how you learn about a target audience. For example, before creating an ABM campaign, you'll want to learn about the pain points of companies in your industry, company missions, and what their top decision-makers value in a product or service.

Once you discover valuable data about the accounts you'd like to market to and feel ready to create a campaign, check out our account strategy templates below.

Editor's note: This post was originally published in May 2020 and has been updated for comprehensiveness.

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