Account-Based Marketing Benchmarks: What B2B Teams Should Measure in 2025

B2B Teams Using ABM Strategy See Up to 208 Percent More Revenue

That level of performance is not the result of chance, it comes from targeted, insight-driven execution. As Account-Based Marketing becomes a core driver of revenue for B2B organizations, the need to track and measure its success has never been more critical.

But many teams struggle to answer a simple question: what does good look like in ABM?

Without clear account-based marketing benchmarks, it is difficult to know whether your strategy is underperforming or leading the way. You might be generating activity, but is it converting into meaningful pipeline and revenue? Are you measuring the right metrics? Are your results in line with others in your industry?

In this blog, you will learn what B2B teams should measure in 2025, how to evaluate performance using established benchmarks, and what it takes to align your ABM strategy with measurable business impact.

Why Benchmarks Matter in Account-Based Marketing

Account-Based Marketing Benchmarks are performance standards used to assess the effectiveness of ABM programs. They focus on key account-level outcomes such as engagement, pipeline contribution, and conversion rates. Unlike broad marketing metrics, these benchmarks reflect the targeted nature of ABM.

Why ABM Metrics Differ From Traditional KPIs

Driving Sales and Marketing Alignment Through Benchmarking

One of the most powerful aspects of Account-Based Marketing Metrics is their ability to unite marketing and sales around shared goals. By using benchmarks that track metrics such as account engagement, deal velocity, and pipeline impact, both teams can focus on outcomes that matter most to the business.

This alignment not only improves campaign execution but also builds trust between departments. When both sales and marketing are guided by the same benchmarks, it becomes easier to coordinate outreach, personalize messaging, and accelerate deals within high-value accounts.

Core ABM Metrics That Define Success in 2025

To evaluate an Account-Based Marketing program effectively, B2B teams need to move beyond vanity metrics. Success in 2025 depends on tracking account-level data that reflects relevance, influence, and results. These core metrics are grouped into three key performance areas.

Engagement Metrics

Engagement metrics help you understand how well your outreach resonates with high-value accounts.

• Target Account Engagement Rate:

Measures the percentage of key accounts that actively interact with your content, campaigns, or channels. High engagement suggests strong message alignment.

• Account Coverage:

Tracks the number of engaged contacts per account. Broader coverage across decision-makers increases influence and strengthens deal potential.

Pipeline Metrics

Pipeline metrics evaluate the impact of ABM efforts on revenue generation and deal quality.

• Influence on Pipeline and Revenue: Reflects the share of pipeline and closed revenue tied to ABM activity. This shows how well campaigns support business growth.
• Average Deal Size from ABM Accounts: Larger deal sizes typically result from focusing on high-value accounts with personalized experiences.
• Sales Cycle Length Compared to Non-ABM Deals: Compares the duration of ABM-driven deals with standard opportunities. A shorter cycle often indicates better alignment and readiness.

Conversion Metrics

These metrics show how effectively accounts move through the ABM journey, from targeting to closing.

• Account-to-Meeting Conversion Rate: Tracks how many targeted accounts convert into meetings. It signals the effectiveness of targeting and engagement tactics.
• Opportunity-to-Close Rate: Measures the percentage of ABM-generated opportunities that result in closed deals. High rates indicate strong engagement and sales alignment.

Industry Benchmarks for Account-Based Marketing in 2025

Account-Based Marketing does not follow a one-size-fits-all formula. The way success is measured can vary widely depending on your company’s size, sector, and the complexity of your sales cycle. Understanding these nuances helps you apply benchmarks more effectively, without relying on generic standards that may not fit your business model.

Applying ABM Benchmarks by Business Size

Benchmarks serve different roles depending on organizational maturity and structure.

Small to Midsize Businesses (SMBs) often prioritize account engagement and speed to impact. With leaner teams and more focused targeting, success is typically measured by how quickly accounts move from awareness to opportunity.

Enterprise Organizations operate across longer timelines and larger deal volumes. Benchmarks in this context often focus on pipeline attribution, account penetration, and multi-stakeholder engagement across large buying groups.

Recognizing these differences allows you to calibrate your ABM strategy based on what is most relevant to your size and scale.

Benchmarking by Industry Sector

Different industries adopt ABM at different levels of maturity. Some prioritize deep personalization and long-term influence, while others use ABM to fast-track conversions within high-value verticals.

For example:

• Technology and SaaS companies often lead in ABM adoption due to their data-rich environments and complex buying journeys.
• Financial services and consulting firms tend to emphasize relationship-building benchmarks and multi-channel engagement.
• Manufacturing or industrial sectors may adopt ABM more selectively, often focusing on account expansion and distributor relationships.

Rather than aiming to match every benchmark, the goal is to identify the metrics that matter most in your sector and improve performance within that context.

How to Benchmark Your ABM Campaigns Effectively

Audit Your Current ABM Performance

Start by evaluating the effectiveness of your existing ABM campaigns. Look at key metrics such as engagement rates, pipeline contribution, and conversion metrics. Identify areas where your strategy is succeeding and where improvements are needed. This initial audit will provide a foundation for setting realistic benchmarks and expectations.

Tools and Platforms for Tracking ABM KPIs

To measure the true impact of your ABM campaigns, you need platforms that go beyond traditional analytics. These tools offer visibility into account-level performance and help B2B teams benchmark success with accuracy and clarity.

DiGGrowth

DiGGrowth is purpose-built for ABM analytics. It provides deep visibility into account engagement, pipeline influence, and content performance. With custom dashboards and real-time attribution tracking, it enables teams to evaluate campaign effectiveness, compare performance across segments, and improve sales and marketing alignment.

HubSpot

HubSpot offers a native ABM toolkit integrated into its CRM and marketing automation suite. It allows teams to define ideal customer profiles, target key accounts, personalize outreach, and track interactions across the funnel.

Marketo Engage

Marketo delivers advanced lead and account-based scoring, behavior tracking, and audience segmentation. Its strength lies in helping enterprise teams assess engagement levels, campaign influence, and conversion readiness. Marketo also supports performance benchmarking across different audience segments and lifecycle stages.

Terminus

Terminus combines engagement data, account intent signals, and campaign analytics to offer a unified view of ABM impact. Its dashboards track key metrics such as pipeline acceleration and influenced revenue. The platform is especially useful for evaluating how different tactics perform across buying stages and account tiers.

6sense

6sense uses predictive analytics and AI to uncover in-market accounts and prioritize outreach based on intent. It helps teams identify performance gaps by benchmarking conversion potential and engagement trends across segments. Its data-driven insights support proactive campaign adjustments and strategy refinement.

Demandbase

Demandbase enables enterprise marketers to personalize ABM efforts using real-time firmographic and behavioral data. It supports performance tracking across the entire buyer journey and offers benchmarking tools based on industry, company size, or account tier. Its shared insights improve coordination between marketing and sales teams.

Improving ABM Results Through Benchmarking

Benchmarking in ABM is not just about comparison. It is about transforming insight into action. By regularly evaluating your performance against relevant standards, you can make informed decisions that strengthen your overall strategy and deliver better outcomes.

When teams understand where they stand, they can respond faster, focus efforts more effectively, and align resources to what truly drives growth. Benchmarking enables teams to move from reactive to proactive, making it a core component of continuous optimization.

You can use it to uncover underperforming areas, validate high-performing tactics, and eliminate guesswork. Whether you are looking to improve account engagement, reduce sales cycle length, or increase revenue from strategic accounts, benchmarking offers a measurable path forward.

Consistent benchmarking keeps your ABM efforts aligned with evolving business priorities. It ensures that every adjustment is based on performance data, helping your team operate with clarity, agility, and confidence.

Conclusion

You cannot optimize what you do not measure. That is the principle behind every successful ABM program. While targeting the right accounts is essential, it is benchmarking that brings accountability and strategic clarity. By measuring how well your ABM efforts align with performance standards relevant to your industry and business goals, you gain the insight needed to course-correct and improve.
It is not about copying others. It is about understanding where you are, what is working, and how to make smarter, more informed decisions. With the right benchmarks in place, you can turn data into direction, and strategy into sustained growth.

Source

Why B2B marketers are moving to ABM | WARC