Methodology: how sources are chosen and numbers are cited

ABM for B2B SaaS does not run its own studies. It reads published research and platform documentation, checks the figures against the original, and explains what they mean for a B2B SaaS ABM program. This page sets out how.

Which sources are used?

Sources are used in this order of preference:

1. Platform documentation, such as HubSpot's knowledge base and LinkedIn's marketing documentation, for how a feature, property or report works.
2. Published studies with a stated sample, where the publisher says how many companies or accounts were analyzed. Where a study leaves out its period or how its sample was chosen, the page says so.
3. Published benchmark tables without a stated sample. These are labeled as benchmarks from their publisher, not as study findings.

Opinion posts are not used as evidence for a number.

Some ABM questions have no published benchmark with a stated sample. That currently applies to the effect of ABM on win rates, deal size and return on investment, and to ABM platform prices. Pages on those subjects explain the method and give no figure.

Which sources does the site draw on?

Every study, survey, benchmark and platform page cited anywhere on the site is listed here. Topic pages name their sources in the text and link to this list. Articles carry their own source list as well.

Studies, surveys and benchmarks

• B2B SaaS Buying Committee Size Benchmarks 2026. GrowthSpree. Published ranges, no sample or method stated.
• LinkedIn Ads Benchmarks 2026. ZenABM, February 16, 2026.
• Most B2B SaaS ABM Programs Are Spray-and-Pray With Lipstick. GrowthSpree, June 2026. Practitioner article, no sample.
• The Paid Ads Pipeline Disconnect in B2B SaaS. GrowthSpree, June 2026.
• SaaS Google Ads Benchmarks 2026: CPC, CPL, CTR, and Conversion Rates by Vertical, ACV, and Sales Cycle Length. GrowthSpree, April 2026.
• The State of Wasted LinkedIn Ads Spend in B2B SaaS: An Audit of 56 Accounts and $9.4M in Spend. GrowthSpree, June 2026.
• The State Of Business Buying, 2024. Forrester, December 4, 2024.

Platform documentation

• Set up account-based marketing in HubSpot. HubSpot Knowledge Base.
• Account Based Targeting (ABM). LinkedIn Marketing API documentation.
• DMP Segment List Uploads. LinkedIn Marketing API documentation.
• Matched Audiences FAQ. LinkedIn Marketing API documentation.
• adAnalytics schema: metrics available. LinkedIn Marketing API documentation.
• Conversation Ads. LinkedIn Marketing Solutions.
• Document Ads. LinkedIn Marketing Solutions.
• Lead Gen Forms. LinkedIn Marketing Solutions.
• Revenue Attribution Report. LinkedIn Marketing Solutions.
• The Company Engagement Report on LinkedIn Is Here to Power Up Your ABM Strategy. LinkedIn, October 29, 2020.
• Thought Leader Ads. LinkedIn.

How is a number cited?

Every figure is tied to a named study and publisher: in the sentence, beside the table, or in the source line at the top of the page. The sample and date are given where the source states them, and each article lists its sources in full at the end. Where a study quotes a figure from somewhere else, the original source is named or the figure is left out.

Figures are copied exactly. They are not rounded, averaged across studies or adjusted.

What are the limits of the data?

Much of the published research on account-based marketing comes from agencies, consultancies and software vendors analyzing companies they work with. That makes it a convenience sample, not a random one. The companies may be larger, more troubled or more US-based than the market as a whole.

Pages say so wherever such numbers appear. Three further rules apply:

• A modeled projection is never described as an achieved result.
• A comparison between two groups of companies is not described as a before and after.
• A benchmark is a range to compare against, not a target every company should hit.

How are examples and arithmetic handled?

Two kinds of number on this site are not study findings, and both are labeled where they appear.

• Arithmetic works out a figure from stated inputs, such as a team's hours divided by its number of target accounts. The inputs are shown.
• Invented examples illustrate a method, such as a target list built for a given team size. They are described as invented.

How often are pages updated?

Every page shows the date it was last updated. A page is revised when a source it relies on publishes a new edition, when a platform changes the feature it describes, or when a reader points out an error.

How are corrections handled?

If a figure on this site does not match its source, the page is corrected and the updated date changes. Substantive corrections are noted on the page.