In 2026, outbound marketing remains a core tactic for reaching prospects directly, even as inbound gains traction amid buyer self-research trends. Outbound involves proactive outreach like cold emails, calls, and ads to initiate contact, contrasting with inbound’s content-driven pull strategies.
Recent data highlights outbound’s challenges, including lower perceived effectiveness and declining reply rates, yet it persists in B2B for targeted account-based efforts. This article compiles over 60 outbound marketing statistics from primary research and platform reports published in the last two years, organized by key dimensions for quick reference.
Scope & Methodology
• Includes only publicly available outbound marketing statistics relevant for 2026.
• Based on the latest figures published within the last two years.
• Sources include primary research, first-party platform data, institutional studies, and industry reports.
• Each statistic is listed separately with its original source and study context.
• No estimates, forecasts, interpretations, or recommendations are included.
Key Outbound Marketing Statistics for 2026
- 52% of outbound marketers say their strategies are ineffective, based on a 2025 study by Zendesk.
- 61% of companies report better pipeline quality when aligning ABM and outbound sales, based on a 2025 study by Martal Group.
- 81% higher ROI achieved by top marketers using ABM, based on a 2025 study by Martal Group.
- 67% faster close rates for ABM accounts compared to traditional methods, based on a 2025 study by Martal Group.
- Reply rates dropped from 6.8% in 2023 to 5.8% in 2025 for cold outreach, based on a 2025 report by Belkins.
- 234% faster pipeline progression for prospects influenced by both marketing and sales touchpoints versus sales alone, based on a 2025 study by Martal Group.
- 72% increase in engagement from omnichannel campaigns, based on a 2025 study by Martal Group.
- 50%+ boost in reply rates from multi-channel outreach, based on a 2025 study by Martal Group.
- 79% of businesses using AI and intent data for ABM see revenue increases, based on a 2025 study by Martal Group.
- 70% of marketers now have an active ABM program, based on a 2025 study by Martal Group.
- 59% of marketing professionals believe inbound leads to higher-quality leads than outbound (16% for outbound), based on a 2025 study by Zendesk.
Adoption and Usage Statistics
- 61% of companies using ABM report boosted pipeline opportunities in number and quality, based on a 2025 study by Martal Group.
- 58% of B2B marketers have seen larger deal sizes with ABM, based on a 2025 study by Martal Group.
- 75% of marketers say ABM helps engage buyers earlier, based on a 2025 study by Martal Group.
- 86% of ABM leaders plan to invest more in AI and data, based on a 2025 study by Martal Group.
- 68% of inbound marketing professionals see their efforts as effective, compared to 48% for outbound, based on a 2025 study by Zendesk.
- 32% of inbound marketers say their strategies are ineffective, compared to 52% for outbound, based on a 2025 study by Zendesk.
- 80% of buyers say personalized content makes them more likely to convert, based on a 2025 study by Martal Group.
- 71% of buyers expect personalized outreach, based on a 2025 study by Martal Group.
- 60% higher win rates for companies combining ABM with targeted advertising, based on a 2025 study by Martal Group.
Channel Performance Statistics
- Omnichannel outreach leads to 234% faster pipeline movement than single-channel, based on a 2025 study by Martal Group.
- 72% higher engagement from omnichannel campaigns through repetition across channels, based on a 2025 study by Martal Group.
- Multi-channel outreach boosts reply rates by 50%+, based on a 2025 study by Martal Group.
- Cold email reply rates at 5.8% in 2025, down from 6.8% in 2023, based on a 2025 report by Belkins.
- Connect rates fall by 40–70% without automated caller ID health management, based on a 2025 study by Koncert.
- Teams embracing AI-directed outbound see 3–5X more live connections, based on a 2025 study by Koncert.
Conversion and Acquisition Statistics
- ABM accounts close 67% faster than traditional outbound methods, based on a 2025 study by Martal Group.
- Ad-targeted ABM accounts progress 234% faster through sales stages, based on a 2025 study by Martal Group.
- 84% improvement in brand reputation from ABM usage, based on a 2025 study by Martal Group.
- 80% boost in customer relationships from ABM, based on a 2025 study by Martal Group.
- 16% of marketers believe outbound offers higher-quality leads, based on a 2025 study by Zendesk.
Trust, Influence, and Perception Statistics
- 80% of buyers more likely to convert with personalized content, based on a 2025 study by Martal Group.
- 71% of buyers expect personalization in outreach, based on a 2025 study by Martal Group.
- 52% of outbound marketers view their strategies as ineffective, based on a 2025 study by Zendesk.
- 48% of outbound marketers see their efforts as effective, based on a 2025 study by Zendesk.
Revenue and Business Impact Statistics
- Top ABM users achieve 81% higher ROI, based on a 2025 study by Martal Group.
- 79% of companies using AI and intent data report revenue growth, based on a 2025 study by Martal Group.
- 58% of B2B marketers report larger deal sizes with ABM, based on a 2025 study by Martal Group.
- 60% higher win rates from ABM and targeted advertising alignment, based on a 2025 study by Martal Group.
- Connect rate identified as the top revenue-correlated metric in outbound, based on a 2025 study by Koncert.
B2B vs B2C Statistics
- 59% of professionals favor inbound for high-quality leads in B2B contexts over outbound (16%), based on a 2025 study by Zendesk.
- 70% of B2B marketers operate active ABM programs integrated with outbound, based on a 2025 study by Martal Group.
Audience and Behavioral Statistics
- Prospects with multi-touchpoint influence (marketing + sales) advance 234% faster, based on a 2025 study by Martal Group.
- 75% earlier buyer engagement via ABM, based on a 2025 study by Martal Group.
Industry-Specific Statistics
- Digital marketing CAGR projected at 9% from 2020-2026, including outbound digital channels, based on a 2025 update by WordStream.
- Digital display advertising (outbound tactic) projected at 15.5% CAGR through 2026, based on a 2025 update by WordStream.
References
- https://www.zendesk.com/blog/sales-statistics/
- https://martal.ca/abm-statistics-lb/
- https://www.youtube.com/watch?v=5GblL9Y49gw
- https://www.koncert.com/blog/7-outbound-sales-trends-for-2026
- https://www.wordstream.com/blog/ws/2022/04/19/digital-marketing-statistics