New ForgeX Research Reveals What Separates Top-Performing AI-Powered ABM Teams
June 18, 2026 | Company News
Propensity sponsors new industry research examining how B2B marketers are adopting artificial intelligence and turning AI investments into measurable business impact.
Propensity, a leading AI-powered account-based marketing platform, is proud to support the release of the 2026 AI in ABM Benchmark Report from ForgeX, a research and advisory firm focused on modern B2B marketing and go-to-market strategies.
The new research examines how B2B organizations are incorporating artificial intelligence into their account-based marketing programs, where AI is creating meaningful business value, and what distinguishes the most successful teams from their peers.
Based on responses from 189 B2B marketing practitioners with active ABM programs, the report provides practical benchmarks and insights to help marketing leaders evaluate their AI strategies and identify opportunities for improvement.
Key Findings: AI Adoption Alone Isn't Enough
While AI adoption continues to expand across B2B marketing, the research highlights a growing distinction between organizations simply using AI and those translating its capabilities into measurable business outcomes.
Among the report's most compelling findings:
- AI strategy matters: Organizations with a defined AI roadmap are 2.5 times as likely to be top performers.
- Efficiency doesn't always translate into impact: 80% of underperforming organizations failed to convert AI-driven speed improvements into meaningful performance gains.
- High performers are more optimistic about AI's future: Top-performing organizations are eight times more likely to express confidence that AI will significantly improve performance over the next year.
- Omnichannel AI adoption is a differentiator: High-performing teams apply AI across an average of 3.7 marketing channels, compared with 2.4 channels among other organizations.
Together, these findings suggest that the next phase of AI adoption in B2B marketing will be defined less by the number of tools organizations deploy and more by how effectively they integrate AI into their broader go-to-market strategies.
Moving from AI Experimentation to Measurable Results
For marketing leaders, the research reinforces an important challenge: implementing AI is only the beginning.
Organizations must also determine how AI can improve audience selection, campaign personalization, channel orchestration, and revenue outcomes.
As B2B buying journeys become increasingly complex, marketers need technologies that connect buyer intelligence with meaningful action.
Propensity's platform helps organizations address these challenges by combining contact-level intelligence, AI-powered marketing capabilities, and omnichannel campaign execution.
By helping marketers identify in-market buyers, develop targeted audiences, and coordinate engagement across channels, Propensity supports a more connected approach to B2B marketing.
Why Omnichannel Execution Matters
One of the report's notable findings is the relationship between AI adoption across multiple channels and stronger ABM performance.
While email and digital advertising remain important applications for AI, high-performing teams are expanding their use of AI into personalized landing pages, events, direct mail, and other engagement channels.
This reflects a broader evolution in B2B marketing: moving beyond isolated campaigns toward more coordinated buyer experiences.
For Propensity, this aligns with the company's focus on simplifying multichannel campaign execution and enabling marketers to connect intelligence, activation, and measurement throughout the buyer journey.
Supporting Independent Research and Industry Innovation
Propensity's sponsorship of the ForgeX research reflects its commitment to helping B2B marketing leaders make informed decisions about emerging technologies and evolving go-to-market practices.
As AI continues to transform marketing, independent research and industry benchmarks provide valuable guidance for organizations seeking to prioritize investments, improve performance, and build more effective marketing programs.
The 2026 AI in ABM Benchmark Report offers practical insights for demand generation leaders, marketing operations professionals, ABM practitioners, and CMOs looking to better understand the opportunities and challenges of AI adoption.
Access the 2026 AI in ABM Benchmark Report
Discover what top-performing ABM organizations are doing differently and how your team can apply these insights to its own marketing strategy.
Read the Full ForgeX 2026 AI in ABM Benchmark Report
Interested in learning how Propensity can help your organization turn buyer intelligence into more effective marketing campaigns?
About Propensity
Propensity is an AI-powered account-based marketing platform that helps B2B organizations identify, engage, and convert their most valuable buyers. Through contact-level intelligence, audience targeting, omnichannel campaign execution, and integrated measurement, Propensity helps marketing and sales teams create more personalized buyer experiences and drive measurable business outcomes.
Learn more at www.propensity.com.
About ForgeX
ForgeX is a research and advisory firm focused on helping B2B marketing, sales, and go-to-market leaders improve performance through account-based strategies, AI adoption, and data-driven decision-making. Its research, benchmarks, frameworks, and advisory services help organizations develop more effective approaches to modern B2B growth.
Learn more at www.forgex.ai.