B Evidence Grade B Graded accuracy verified by the review judge Safe to Cite Dated

91%

91% -- return on investment for account-based marketing (ABM) (2023)

Name: Return On Investment Statistics
Creator: Lighthouse Intelligence
Published: 2026-08-12

2023 · Demand Gen Report

According to a survey by Demand Gen Report, ABM has a 91% higher ROI than other marketing tactics.

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Attribution: Demand Gen Report View source

Lighthouse Research Team

Last verified: 2026-08-12 · How we verify data →

Source verified Evidence graded

Value

91%

Unit

Percentage

Data Vintage

2023

Entity

account-based marketing (ABM)

Evidence Quality

Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

63/100 confidence

Single source - not yet corroborated

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Source

Demand Gen Report Primary Tier C

https://www.datadab.com/blog/2023-b2b-marketing-outlook-where-do-we-go-from-here/ ↗

Confidence: 22/100 Vintage: 2023 Channel: Common Crawl

Source Article

2023 B2B Marketing Outlook: Where Do We Go From Here?

"In the age of digital transformation, B2B companies need to embrace change and stay ahead of the curve. This means exploring new marketing tactics like gamification and experiential marketing and leveraging the power of emerging technologies like augmented reality and artificial intelligence." As w…

Original Research

Demand Gen Report · Original study ↗

Methodology

Compared to other marketing tactics.

Methodology documented

Segmentation

Industrymarketing Company SizeEnterprise RoleAll marketers Channelevents

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Plain Text

account-based marketing (ABM): 91% return on investment. Source: Demand Gen Report (2023). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-abm-roi

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<blockquote cite="https://lighthousedata.io/data/b2b-abm-roi" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>91%</strong> -- return on investment for account-based marketing (ABM)<br><small>Source: Demand Gen Report (2023) · <a href="https://lighthousedata.io/data/b2b-abm-roi" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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