Account-Based Marketing Delivers Higher ROI Across Regions

Forrester’s 2024 data shows that account-based marketing (ABM) programs deliver a higher return on investment than non-ABM marketing efforts across North America, Europe, and Asia Pacific. Most commonly, the ABM decision-makers we surveyed respondents reported that their ABM programs yield 21% to 50% higher ROI — but notably, 23% of all global respondents reported that the ROI of ABM was 51% to 200% higher. The data is consistent across geographies, demonstrating the greater effectiveness of ABM methods regardless of regional context. This is a snapshot of Forrester’s data comparing the ROI of ABM with that of traditional marketing.