APAC ABM Pulse · 2026

How APAC Marketers
Are Deploying ABM
in 2026

Anonymous survey of ABM practitioners across the APAC region.

93
Practitioners surveyed
Feb–Mar '26
Collection window
4 Qs
Anonymous, multi-select
APAC ABM Pulse · 2026

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See how 93 APAC practitioners are deploying ABM in 2026. Enter your details to unlock all four findings.

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Finding 01 · ABM Styles

Strategic ABM
is leading again.

0%

of APAC practitioners are deploying Strategic (1:1) ABM in 2026

Q1 · Multi-select
Which ABM styles will you deploy in 2026?
n = 93 respondents · 2026 · select all that apply
Strategic (1:1)
50.5%
Scale (1:few)
39.8%
Programmatic (1:many)
25.8%
Other
20.4%
Running 2+ styles
28.0%
How did 2024 compare?
n = 64 respondents · 2024
Strategic (1:1)
56.2%
Scale (1:few)
71.9%
Programmatic (1:many)
42.2%

Strategic (1:1) ABM leads in 2026, a notable shift from 2024, when Scale (1:few) dominated at 71.9%.

The market is rebalancing toward precision.

And with 28.0% of practitioners now running multiple styles simultaneously, the era of picking one motion is well and truly over.

Finding 02 · Account Volume

Programs are
getting bigger.

0%

of programs now target 100 or more accounts

Q2 · Single-select
How many accounts will you target in your ABM program?
n = 63 respondents
1–5 accounts
14.3%
6–10 accounts
6.4%
11–20 accounts
12.7%
21–50 accounts
20.6%
51–100 accounts
15.9%
101–200 accounts
9.5%
201–500 accounts
7.9%
500+ accounts
12.7%

21–50 accounts is the most common range (20.6%), but the distribution tells a bigger story. 50% of programs target between 11–100 accounts, and 80% target 10 or more.

30.1% of programs now target 100+ accounts, a clear signal that AI is enabling organisations to run larger ABM programs than traditional 1:1 would allow.

Program design must flex across this entire spectrum.

Finding 03 · Investment Intent

ABM is holding
it's ground.

0%

are keeping or growing their ABM investment in 2026

Q3 · Single-select
What are your plans for ABM investment in 2026?
n = 58 respondents
56.9%
holding or growing investment
5.2%
cutting investment
Keep the same
29.3%
Increase
27.6%
Still working it out
37.9%
Decrease
5.2%

56.9% of APAC ABM practitioners are holding or growing their investment in 2026, 27.6% are actively increasing, and 29.3% are keeping budgets steady. In a year marked by broad market uncertainty, that's a strong signal of ABM's resilience.

Only 5.2% are cutting, confirming that when budgets get tight, ABM isn't the first thing to go, it's the strategy practitioners are holding onto.

37.9% haven't finalised their budgets yet, a significant pool of undecided spend that still has room to move.

Finding 04 · Budget Allocation

ABM is a
primary investment.

0%

allocate 21% or more of total marketing budget to ABM

Q4 · Single-select
What % of your total marketing budget will go to ABM?
n = 58 respondents
Less than 10%
15.5%
10–20%
22.4%
21–30%
25.9%
31–40%
5.2%
41–50%
8.6%
Over 50%
10.3%
Not sure
12.1%

The most common allocation band is 21–30%, and half of all practitioners are committing at least that much of their total marketing budget to ABM.

Only 15.5% are allocating less than 10%, a clear signal that ABM has moved from line item to primary investment.

At the other end, 10.3% are putting over 50% of their marketing budget into ABM.

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