20 ABM statistics and what they mean for contract manufacturers [2025]

Account-based marketing is a strategic approach focused on highly targeted and personalised marketing campaigns aimed at specific key accounts. Rather than casting a wide net, ABM involves tailoring marketing efforts to individual prospects or customer companies, usually those that represent the highest revenue potential or strategic value.

ABM offers several distinct advantages for contract manufacturers. Here are some must-know ABM statistics that reveal how beneficial the approach can be for B2B manufacturers.

20 must-know ABM statistics for B2B manufacturers

Part 1: Why is ABM important for B2B companies?

1. 98% of B2B marketers rate ABM as extremely or very important to their marketing objectives (Foundry).

2. 81% of marketers say their ABM return on investment (ROI) is stronger than other marketing initiatives (ITSMA).

3. Revenue-leading B2B companies are 2-6x more likely to have advanced ABM capabilities in-house and 5x more likely to adopt technology serving this area (Bain).
ABM can be a transformative strategy for B2B success, especially in contract manufacturing, where targeted outreach to high-value OEMs can set you apart from competitors. By focusing resources on key accounts with the highest revenue potential, ABM delivers higher ROI, making it ideal for contract manufacturers that rely on strategic partnerships with OEMs.

At the same time, investing in ABM technologies enables contract manufacturers to drive better revenue generation and stay competitive, thanks to data-driven decision-making, particularly in an industry that thrives on long-term, high-value partnerships.

Part 2: What are the benefits of implementing ABM?

4. One report showed that 78% of companies saw pipeline growth, 70% saw improved brand awareness and perception, and 74% experienced revenue growth due to ABM (ITSMA).

5. 87% of B2B marketers say personalised ABM campaigns outperform generic ones (RollWorks).

6.  96% of marketers report that personalisation boosts sales (HubSpot).Personalisation is fundamental to reaching the right people at the right time, but it can also help enhance brand awareness and perception in a crowded marketplace. By tailoring communications to target OEMs’ specific needs, contract manufacturers can improve prospect and customer engagement, increase chances of winning larger, long-term contracts, and position themselves as trusted partners with the solutions most suitable for their customers’ needs.

Part 3: What organisational structures and resources are needed for ABM success?

7. 69% of organizations that use ABM have a dedicated ABM strategy leader (HubSpot).

8. 75% of companies use one-to-few ABM, while 30% use all three ABM types (one-to-one, one-to-few, and one-to-many)  (ITSMA).

9. 66% of marketing leaders increased their ABM spending in 2024 (ITSMA).

10. Approximately 29% of marketers focus their ABM strategies on targeting only 101-500 key accounts (Foundry).

11. The global ABM Market is set to Reach $1.6 Billion by 2027 (Businesswire).With more companies increasing their ABM investment,  CMs who adopt this strategy now stand to capture more market share and get ahead of competitors who are still reliant on outdated approaches. However, it's clear that proper structure and investment are key to unlocking the full potential of ABM.

To maximise the impact of their ABM efforts, CMs should consider appointing a dedicated ABM leader or partnering with an ABM agency to align sales and marketing teams and create a cohesive strategy. CMs should also focus on a one-to-few ABM model, which suits their need to build deeper relationships with select, high-value accounts​.

Part 4: How do companies measure the success of their ABM efforts?

12. 48% of marketers rate the success of their ABM efforts by customer satisfaction scores (Foundry).

13. 43% measure success by the number of site visits booked by target accounts (Foundry).

14. 40% measure success based on the amount of revenue generated by their ABM campaigns (Foundry).For contract manufacturers, metrics like customer satisfaction, revenue generation, and site visits from target accounts offer key insights into the effectiveness of their ABM efforts. With nearly half of marketers focusing on customer satisfaction scores as a primary indicator, CMs can leverage ABM to not only secure new business but also ensure ongoing loyalty and trust from their top OEM clients.

Part 5: What are the challenges of ABM?

15. 35% of marketers report that measuring the success of their ABM programme is their biggest challenge (ITSMA).

16. 28% are challenged by creating relevant target account lists (ITSMA).

17. 26% find that reaching the wrong people within their target accounts is the biggest challenge (ITSMA).

18. 34% of marketers struggle with attributing different tactics and channels in their ABM campaigns (ITSMA).While measuring ABM success may be challenging for contract manufacturers, focusing on the right metrics and targeting the right decision-makers within target OEM accounts is crucial to ABM success, as reaching the wrong contacts can slow down the sales cycle, negatively impact data metrics, and stunt growth.

Part 6: What role does technology play in ABM?

19. In terms of their own adoption and competency, the highest-rated ABM tools among marketers include CRMs (3.7/5) and Marketing Automation Systems (3.3/5), while generative AI is rated lowest (1.9/5) (ITSMA).

20. Despite the unavoidable need for technology to make ABM work, 29% of respondents report challenges due to an overly complicated or insufficient tech stack (ITSMA).Technology is essential for implementing ABM successfully, but it also presents challenges. Contract manufacturers should use proven tools like CRMs and marketing automation systems to streamline account management and communication with OEMs. Simplifying the tech stack is also crucial, as overly complex systems can hinder your ABM efforts.

Conclusion

As we head into 2025, contract manufacturers can no longer afford to rely on broad, untargeted marketing approaches. The statistics show that ABM is a proven strategy for driving growth, building stronger client relationships, and enhancing revenue in B2B sectors like manufacturing.

By focusing on personalised campaigns, leveraging the right technologies, and aligning sales and marketing efforts, CMs can strategically target high-value OEMs, ensuring long-term partnerships and business success. 

Now is the time to invest in ABM—download our guide to Account-Based Marketing for more insights and tips, or get in touch with us to help kickstart your ABM programme.