ABM isn’t just holding strong in 2025, it’s evolving. And not in a “let’s throw new tech at old problems” kind of way. This is about smarter strategies, clearer intent signals, and yes, actual traction.

If you’re running ABM today or looking to improve it, pay attention to these trends. Here are seven trends that are shaping what works. These trends also highlight what’s getting funded.

1.  ABM Budgets Are Up, For a Reason

ABM is no longer optional. 82% of B2B companies report active programs in 2025, up from 76% in 2024. Top performers are putting their money behind it. They allocate 18% of the budget on average. In contrast, underperformers allocate 14%. One-third of marketing VPs are planning a 30% budget increase.

Why? Because 97% of marketers say ABM delivers higher ROI than traditional strategies.

👉 Takeaway: If you’re under-investing in ABM, you’re under-investing in results.

2. AI and Intent Data Are Powering Personalization

The personalization bar is higher, and AI is helping marketers meet it. 61% now personalize content by industry, and 91% of B2B tech marketers use intent data to prioritize outreach.

Whether it’s predictive scoring or building account-level content, AI isn’t just a buzzword here, it’s the engine.

👉 Takeaway: AI doesn’t replace creativity, but it does make personalization scalable.

3. Omnichannel Is No Longer a Nice-to-Have

While 97% of B2B marketers lean on LinkedIn, top-performing teams are expanding into Facebook and Instagram. They are also exploring TikTok, especially in industries where decision-makers spend time outside of work apps.

It’s not about being everywhere. It’s about being consistent across the right touchpoints.

👉 Takeaway: Your prospects don’t live on one platform. Your strategy shouldn’t either.

4. Sales + Marketing Alignment Isn’t Optional Anymore

ABM doesn’t work in a silo. 93% of marketers say alignment is critical. When teams get it right, they see 67% higher deal close rates and 36% better retention.

👉 Takeaway: ABM is a company-wide GTM motion, not just a marketing tactic.

5. Retention Is the New Growth Strategy

49% of ABM programs are now focused on expanding existing accounts. And for good reason—it’s 5–7 times cheaper to retain a customer than to acquire one. Plus, 65% of programs are built for upselling and cross-selling.

👉 Takeaway: If you’re not planning ABM for current customers, you’re missing the low-hanging fruit.

6. ABX Is Replacing ABM in Name (and Focus)

Call it a rebrand if you want, but 56% of marketers say delivering a great account-based experience, from acquisition to expansion, is the new goal. That means relevant content, personal touchpoints, and smart sequencing.

👉 Takeaway: It’s not just about the campaign, it’s about the full journey.

7. Measurement Still Trips Teams Up

Only 52% of marketers measure ABM ROI effectively, and 36% say it’s their biggest challenge. Add to that a 40% skills gap, and it’s clear that ABM analytics still need attention.

👉 Takeaway: If you can’t measure it, you can’t scale it. Make metrics part of the foundation, not the follow-up.

Final Thoughts

ABM in 2025 is more strategic, more integrated, and more in-touch. If you’re focused on:

• Smarter personalization
• Full-funnel experiences
• Clearer measurement
• And actually working with your sales team

You’re in the right place.