{
  "@context": "https://schema.org",
  "@type": "Dataset",
  "name": "Demand Generation Statistics 2026",
  "description": "Thirty-five source-locked survey findings on demand-generation measurement, targeting, handoff, collaboration, ABM and MQL definitions.",
  "url": "https://konabayev.com/data/demand-generation-statistics.json",
  "dateModified": "2026-07-14",
  "temporalCoverage": "2023/2025",
  "spatialCoverage": "Worldwide, with source-specific limits",
  "creator": {
    "@type": "Person",
    "name": "Tugelbay Konabayev",
    "url": "https://konabayev.com/about/"
  },
  "license": "https://creativecommons.org/licenses/by/4.0/",
  "includedInDataCatalog": {
    "@type": "DataCatalog",
    "name": "Konabayev.com Research Data",
    "url": "https://konabayev.com/blog/demand-generation-statistics/"
  },
  "variableMeasured": [
    {
      "claim_id": "DGS-001",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "roi_confidence_very",
      "value": 62,
      "unit": "percent",
      "claim": "62% of Digitalzone's 1,500 B2B marketers said they were very confident in measuring ROI across marketing channels.",
      "population": "1,500 B2B marketers worldwide",
      "subgroup_scope": "all respondents",
      "geography": "worldwide",
      "field_date": "not disclosed",
      "source_domain": "digitalzone.com",
      "source_url": "https://digitalzone.com/thought-leadership/dashboards/2025-dimensions-of-demand-gen-dashboard/",
      "source_location": "Power BI page 2, ROI confidence visual",
      "source_wording": "How confident are you in your ability to measure ROI across your marketing channels? Very confident — 62%.",
      "source_quality": "A-",
      "caveat": "Recruitment, quotas, field dates, and uncertainty are not disclosed on the public dashboard.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-002",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "roi_confidence_somewhat",
      "value": 37,
      "unit": "percent",
      "claim": "37% of Digitalzone's 1,500 B2B marketers said they were somewhat confident in measuring ROI across marketing channels.",
      "population": "1,500 B2B marketers worldwide",
      "subgroup_scope": "all respondents",
      "geography": "worldwide",
      "field_date": "not disclosed",
      "source_domain": "digitalzone.com",
      "source_url": "https://digitalzone.com/thought-leadership/dashboards/2025-dimensions-of-demand-gen-dashboard/",
      "source_location": "Power BI page 2, ROI confidence visual",
      "source_wording": "How confident are you in your ability to measure ROI across your marketing channels? Somewhat confident — 37%.",
      "source_quality": "A-",
      "caveat": "Confidence is self-reported and is not evidence that ROI measurement is valid.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-003",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "roi_confidence_low",
      "value": 1,
      "unit": "percent",
      "claim": "1% of Digitalzone's 1,500 B2B marketers said they were not very confident in measuring ROI across marketing channels.",
      "population": "1,500 B2B marketers worldwide",
      "subgroup_scope": "all respondents",
      "geography": "worldwide",
      "field_date": "not disclosed",
      "source_domain": "digitalzone.com",
      "source_url": "https://digitalzone.com/thought-leadership/dashboards/2025-dimensions-of-demand-gen-dashboard/",
      "source_location": "Power BI page 2, ROI confidence visual",
      "source_wording": "How confident are you in your ability to measure ROI across your marketing channels? Not very confident — 1%.",
      "source_quality": "A-",
      "caveat": "The accessible visual exposes three response categories; no separate 'not confident' category is shown.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-004",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "abm_qualified_lead_effectiveness_mostly",
      "value": 52,
      "unit": "percent",
      "claim": "52% of Digitalzone respondents rated ABM mostly effective at generating qualified leads from target accounts.",
      "population": "1,500 B2B marketers worldwide",
      "subgroup_scope": "respondents shown the ABM effectiveness question; subgroup base not disclosed",
      "geography": "worldwide",
      "field_date": "not disclosed",
      "source_domain": "digitalzone.com",
      "source_url": "https://digitalzone.com/thought-leadership/dashboards/2025-dimensions-of-demand-gen-dashboard/",
      "source_location": "Power BI page 5, ABM effectiveness visual",
      "source_wording": "How effective has ABM been in generating qualified leads from target accounts? Mostly effective — 52%.",
      "source_quality": "A-",
      "caveat": "The public dashboard does not disclose the ABM-user subgroup denominator.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-005",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "abm_qualified_lead_effectiveness_extreme",
      "value": 41,
      "unit": "percent",
      "claim": "41% of Digitalzone respondents rated ABM extremely effective at generating qualified leads from target accounts.",
      "population": "1,500 B2B marketers worldwide",
      "subgroup_scope": "respondents shown the ABM effectiveness question; subgroup base not disclosed",
      "geography": "worldwide",
      "field_date": "not disclosed",
      "source_domain": "digitalzone.com",
      "source_url": "https://digitalzone.com/thought-leadership/dashboards/2025-dimensions-of-demand-gen-dashboard/",
      "source_location": "Power BI page 5, ABM effectiveness visual",
      "source_wording": "How effective has ABM been in generating qualified leads from target accounts? Extremely effective — 41%.",
      "source_quality": "A-",
      "caveat": "Self-reported effectiveness; no outcome metric or control group is disclosed.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-006",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "abm_qualified_lead_effectiveness_neutral",
      "value": 7,
      "unit": "percent",
      "claim": "7% of Digitalzone respondents were neutral about ABM's effectiveness at generating qualified leads from target accounts.",
      "population": "1,500 B2B marketers worldwide",
      "subgroup_scope": "respondents shown the ABM effectiveness question; subgroup base not disclosed",
      "geography": "worldwide",
      "field_date": "not disclosed",
      "source_domain": "digitalzone.com",
      "source_url": "https://digitalzone.com/thought-leadership/dashboards/2025-dimensions-of-demand-gen-dashboard/",
      "source_location": "Power BI page 5, ABM effectiveness visual",
      "source_wording": "How effective has ABM been in generating qualified leads from target accounts? Neutral — 7%.",
      "source_quality": "A-",
      "caveat": "The visual does not expose a negative response category.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-007",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "targeting_challenge_buying_committee",
      "value": 19,
      "unit": "percent",
      "claim": "19% of Digitalzone's B2B marketers selected identifying the full buying committee as their biggest targeting challenge.",
      "population": "1,500 B2B marketers worldwide",
      "subgroup_scope": "all respondents",
      "geography": "worldwide",
      "field_date": "not disclosed",
      "source_domain": "digitalzone.com",
      "source_url": "https://digitalzone.com/thought-leadership/dashboards/2025-dimensions-of-demand-gen-dashboard/",
      "source_location": "Power BI page 5, biggest targeting challenge visual",
      "source_wording": "Identifying the full buying committee — 19%.",
      "source_quality": "A-",
      "caveat": "Largest response in this visual, not a majority of respondents.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-008",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "targeting_challenge_intent_contact_gap",
      "value": 15,
      "unit": "percent",
      "claim": "15% of Digitalzone respondents had account intent but were unclear about which people to target.",
      "population": "1,500 B2B marketers worldwide",
      "subgroup_scope": "all respondents",
      "geography": "worldwide",
      "field_date": "not disclosed",
      "source_domain": "digitalzone.com",
      "source_url": "https://digitalzone.com/thought-leadership/dashboards/2025-dimensions-of-demand-gen-dashboard/",
      "source_location": "Power BI page 5, biggest targeting challenge visual",
      "source_wording": "We have account intent but are unclear on ... — 15%.",
      "source_quality": "A-",
      "caveat": "The public accessible label is truncated; article wording must remain conservative.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-009",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "targeting_challenge_low_engagement",
      "value": 14,
      "unit": "percent",
      "claim": "14% of Digitalzone respondents selected low engagement rates with account contacts as their biggest targeting challenge.",
      "population": "1,500 B2B marketers worldwide",
      "subgroup_scope": "all respondents",
      "geography": "worldwide",
      "field_date": "not disclosed",
      "source_domain": "digitalzone.com",
      "source_url": "https://digitalzone.com/thought-leadership/dashboards/2025-dimensions-of-demand-gen-dashboard/",
      "source_location": "Power BI page 5, biggest targeting challenge visual",
      "source_wording": "Low engagement rates with account contacts — 14%.",
      "source_quality": "A-",
      "caveat": "Self-reported single-choice challenge.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-010",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "targeting_challenge_contact_data",
      "value": 14,
      "unit": "percent",
      "claim": "14% of Digitalzone respondents selected incomplete or outdated contact data as their biggest targeting challenge.",
      "population": "1,500 B2B marketers worldwide",
      "subgroup_scope": "all respondents",
      "geography": "worldwide",
      "field_date": "not disclosed",
      "source_domain": "digitalzone.com",
      "source_url": "https://digitalzone.com/thought-leadership/dashboards/2025-dimensions-of-demand-gen-dashboard/",
      "source_location": "Power BI page 5, biggest targeting challenge visual",
      "source_wording": "Incomplete or outdated contact data — 14%.",
      "source_quality": "A-",
      "caveat": "Self-reported single-choice challenge.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-011",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "targeting_challenge_stakeholder_change",
      "value": 13,
      "unit": "percent",
      "claim": "13% of Digitalzone respondents selected shifting stakeholders and organization structures as their biggest targeting challenge.",
      "population": "1,500 B2B marketers worldwide",
      "subgroup_scope": "all respondents",
      "geography": "worldwide",
      "field_date": "not disclosed",
      "source_domain": "digitalzone.com",
      "source_url": "https://digitalzone.com/thought-leadership/dashboards/2025-dimensions-of-demand-gen-dashboard/",
      "source_location": "Power BI page 5, biggest targeting challenge visual",
      "source_wording": "Shifting stakeholders and organization structures — 13%.",
      "source_quality": "A-",
      "caveat": "The accessible dashboard label is slightly truncated.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-012",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "targeting_capability_accurate_data",
      "value": 40,
      "unit": "percent",
      "claim": "40% of Digitalzone respondents said more accurate data and intent signals would most improve go-to-market performance.",
      "population": "1,500 B2B marketers worldwide",
      "subgroup_scope": "all respondents",
      "geography": "worldwide",
      "field_date": "not disclosed",
      "source_domain": "digitalzone.com",
      "source_url": "https://digitalzone.com/thought-leadership/dashboards/2025-dimensions-of-demand-gen-dashboard/",
      "source_location": "Power BI page 6, targeting capability visual",
      "source_wording": "More accurate data and intent signals — 40%.",
      "source_quality": "A-",
      "caveat": "Desired capability, not measured performance uplift.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-013",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "targeting_capability_buying_committee",
      "value": 31,
      "unit": "percent",
      "claim": "31% of Digitalzone respondents said better insight into buying committees would most improve go-to-market performance.",
      "population": "1,500 B2B marketers worldwide",
      "subgroup_scope": "all respondents",
      "geography": "worldwide",
      "field_date": "not disclosed",
      "source_domain": "digitalzone.com",
      "source_url": "https://digitalzone.com/thought-leadership/dashboards/2025-dimensions-of-demand-gen-dashboard/",
      "source_location": "Power BI page 6, targeting capability visual",
      "source_wording": "Better insight into buying committees — 31%.",
      "source_quality": "A-",
      "caveat": "Desired capability, not measured performance uplift.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-014",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "targeting_capability_segmentation",
      "value": 19,
      "unit": "percent",
      "claim": "19% of Digitalzone respondents selected more powerful segmentation and prioritization as the targeting capability that would most improve go-to-market performance.",
      "population": "1,500 B2B marketers worldwide",
      "subgroup_scope": "all respondents",
      "geography": "worldwide",
      "field_date": "not disclosed",
      "source_domain": "digitalzone.com",
      "source_url": "https://digitalzone.com/thought-leadership/dashboards/2025-dimensions-of-demand-gen-dashboard/",
      "source_location": "Power BI page 6, targeting capability visual",
      "source_wording": "More powerful segmentation and ... — 19%.",
      "source_quality": "A-",
      "caveat": "The public accessible label is truncated; use conservative wording.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-015",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "abm_pain_reaching_accounts",
      "value": 20,
      "unit": "percent",
      "claim": "20% of Digitalzone respondents named reaching the right target accounts as their biggest ABM pain point.",
      "population": "1,500 B2B marketers worldwide",
      "subgroup_scope": "respondents shown the ABM pain-point question; subgroup base not disclosed",
      "geography": "worldwide",
      "field_date": "not disclosed",
      "source_domain": "digitalzone.com",
      "source_url": "https://digitalzone.com/thought-leadership/dashboards/2025-dimensions-of-demand-gen-dashboard/",
      "source_location": "Power BI page 6, ABM pain-point visual",
      "source_wording": "Reaching the right target accounts — 20%.",
      "source_quality": "A-",
      "caveat": "ABM-user subgroup denominator is not disclosed.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-016",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "abm_pain_alignment",
      "value": 18,
      "unit": "percent",
      "claim": "18% of Digitalzone respondents named sales and marketing alignment as their biggest ABM pain point.",
      "population": "1,500 B2B marketers worldwide",
      "subgroup_scope": "respondents shown the ABM pain-point question; subgroup base not disclosed",
      "geography": "worldwide",
      "field_date": "not disclosed",
      "source_domain": "digitalzone.com",
      "source_url": "https://digitalzone.com/thought-leadership/dashboards/2025-dimensions-of-demand-gen-dashboard/",
      "source_location": "Power BI page 6, ABM pain-point visual",
      "source_wording": "Aligning sales and marketing — 18%.",
      "source_quality": "A-",
      "caveat": "ABM-user subgroup denominator is not disclosed.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-017",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "abm_pain_data_quality",
      "value": 14,
      "unit": "percent",
      "claim": "14% of Digitalzone respondents named data quality as their biggest ABM pain point.",
      "population": "1,500 B2B marketers worldwide",
      "subgroup_scope": "respondents shown the ABM pain-point question; subgroup base not disclosed",
      "geography": "worldwide",
      "field_date": "not disclosed",
      "source_domain": "digitalzone.com",
      "source_url": "https://digitalzone.com/thought-leadership/dashboards/2025-dimensions-of-demand-gen-dashboard/",
      "source_location": "Power BI page 6, ABM pain-point visual",
      "source_wording": "Data quality — 14%.",
      "source_quality": "A-",
      "caveat": "ABM-user subgroup denominator is not disclosed.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-018",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "abm_pain_roi_attribution",
      "value": 7,
      "unit": "percent",
      "claim": "7% of Digitalzone respondents named measuring ROI and attribution as their biggest ABM pain point.",
      "population": "1,500 B2B marketers worldwide",
      "subgroup_scope": "respondents shown the ABM pain-point question; subgroup base not disclosed",
      "geography": "worldwide",
      "field_date": "not disclosed",
      "source_domain": "digitalzone.com",
      "source_url": "https://digitalzone.com/thought-leadership/dashboards/2025-dimensions-of-demand-gen-dashboard/",
      "source_location": "Power BI page 6, ABM pain-point visual",
      "source_wording": "Measuring ROI and attribution — 7%.",
      "source_quality": "A-",
      "caveat": "This is a biggest-pain-point share, not the share experiencing measurement difficulty.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-019",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "touchpoints_before_sales_4_6",
      "value": 35,
      "unit": "percent",
      "claim": "35% of Digitalzone respondents reported four to six marketing touchpoints before a lead was passed to sales.",
      "population": "1,500 B2B marketers worldwide",
      "subgroup_scope": "all respondents",
      "geography": "worldwide",
      "field_date": "not disclosed",
      "source_domain": "digitalzone.com",
      "source_url": "https://digitalzone.com/thought-leadership/dashboards/2025-dimensions-of-demand-gen-dashboard/",
      "source_location": "Power BI page 8, touchpoints-before-handoff visual",
      "source_wording": "On average, how many marketing touchpoints occur before a lead is passed to sales? 4-6 — 35%.",
      "source_quality": "A-",
      "caveat": "Self-reported category, not observed journey telemetry or a conversion benchmark.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-020",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "touchpoints_before_sales_7_9",
      "value": 31,
      "unit": "percent",
      "claim": "31% of Digitalzone respondents reported seven to nine marketing touchpoints before a lead was passed to sales.",
      "population": "1,500 B2B marketers worldwide",
      "subgroup_scope": "all respondents",
      "geography": "worldwide",
      "field_date": "not disclosed",
      "source_domain": "digitalzone.com",
      "source_url": "https://digitalzone.com/thought-leadership/dashboards/2025-dimensions-of-demand-gen-dashboard/",
      "source_location": "Power BI page 8, touchpoints-before-handoff visual",
      "source_wording": "On average, how many marketing touchpoints occur before a lead is passed to sales? 7-9 — 31%.",
      "source_quality": "A-",
      "caveat": "Self-reported category, not observed journey telemetry or a conversion benchmark.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-021",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "alignment_improvement_feedback_loops",
      "value": 26,
      "unit": "percent",
      "claim": "26% of Digitalzone respondents said better feedback loops on lead quality would most improve sales and marketing collaboration.",
      "population": "1,500 B2B marketers worldwide",
      "subgroup_scope": "all respondents",
      "geography": "worldwide",
      "field_date": "not disclosed",
      "source_domain": "digitalzone.com",
      "source_url": "https://digitalzone.com/thought-leadership/dashboards/2025-dimensions-of-demand-gen-dashboard/",
      "source_location": "Power BI page 8, collaboration-improvement visual",
      "source_wording": "Better feedback loops on lead quality — 26%.",
      "source_quality": "A-",
      "caveat": "Desired improvement, not measured causal impact.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-022",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "alignment_improvement_shared_kpis",
      "value": 25,
      "unit": "percent",
      "claim": "25% of Digitalzone respondents said shared KPIs and clearer definitions would most improve sales and marketing collaboration.",
      "population": "1,500 B2B marketers worldwide",
      "subgroup_scope": "all respondents",
      "geography": "worldwide",
      "field_date": "not disclosed",
      "source_domain": "digitalzone.com",
      "source_url": "https://digitalzone.com/thought-leadership/dashboards/2025-dimensions-of-demand-gen-dashboard/",
      "source_location": "Power BI page 8, collaboration-improvement visual",
      "source_wording": "Shared KPIs and clearer definitions — 25%.",
      "source_quality": "A-",
      "caveat": "Desired improvement, not measured causal impact.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-023",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "alignment_improvement_journey_insights",
      "value": 19,
      "unit": "percent",
      "claim": "19% of Digitalzone respondents said better lead-journey insights during handoff would most improve sales and marketing collaboration.",
      "population": "1,500 B2B marketers worldwide",
      "subgroup_scope": "all respondents",
      "geography": "worldwide",
      "field_date": "not disclosed",
      "source_domain": "digitalzone.com",
      "source_url": "https://digitalzone.com/thought-leadership/dashboards/2025-dimensions-of-demand-gen-dashboard/",
      "source_location": "Power BI page 8, collaboration-improvement visual",
      "source_wording": "Better lead journey insights during handoff — 19%.",
      "source_quality": "A-",
      "caveat": "Desired improvement, not measured causal impact.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-024",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "abm_board_reporting_mqa",
      "value": 39,
      "unit": "percent",
      "claim": "39% of ABM programs in 6sense's survey reported marketing-qualified accounts to the board.",
      "population": "more than 600 B2B marketers across industries",
      "subgroup_scope": "ABM programs; subgroup base not disclosed",
      "geography": "not disclosed",
      "field_date": "not disclosed",
      "source_domain": "6sense.com",
      "source_url": "https://6sense.com/science-of-b2b/whats-currently-measured-isnt-what-matters-the-state-of-b2b-marketing-metrics-in-2025/",
      "source_location": "Tracking Performance, Progress Measured in the Wrong Currency",
      "source_wording": "More than a third (39%) of ABM programs report Marketing Qualified Accounts (MQAs) to the board.",
      "source_quality": "A-",
      "caveat": "ABM-program subgroup base and geography are not disclosed.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-025",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "abm_board_reporting_target_pipeline",
      "value": 22,
      "unit": "percent",
      "claim": "22% of ABM programs in 6sense's survey reported pipeline from target accounts to the board.",
      "population": "more than 600 B2B marketers across industries",
      "subgroup_scope": "ABM programs; subgroup base not disclosed",
      "geography": "not disclosed",
      "field_date": "not disclosed",
      "source_domain": "6sense.com",
      "source_url": "https://6sense.com/science-of-b2b/whats-currently-measured-isnt-what-matters-the-state-of-b2b-marketing-metrics-in-2025/",
      "source_location": "Tracking Performance, Progress Measured in the Wrong Currency",
      "source_wording": "Pipeline from target accounts is reported by just 22%.",
      "source_quality": "A-",
      "caveat": "ABM-program subgroup base and geography are not disclosed.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-026",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "abm_attribution_model_use",
      "value": 92,
      "unit": "percent",
      "claim": "92% of ABM teams in 6sense's survey said they used an attribution model.",
      "population": "more than 600 B2B marketers across industries",
      "subgroup_scope": "ABM teams; subgroup base not disclosed",
      "geography": "not disclosed",
      "field_date": "not disclosed",
      "source_domain": "6sense.com",
      "source_url": "https://6sense.com/science-of-b2b/whats-currently-measured-isnt-what-matters-the-state-of-b2b-marketing-metrics-in-2025/",
      "source_location": "Attribution, Broad Adoption — but Shaky Foundations",
      "source_wording": "92% of ABM teams say they use one.",
      "source_quality": "A-",
      "caveat": "Adoption does not establish model validity or completeness.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-027",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "abm_roi_measurement",
      "value": 97,
      "unit": "percent",
      "claim": "97% of organizations running ABM programs in 6sense's survey reported measuring marketing ROI.",
      "population": "more than 600 B2B marketers across industries",
      "subgroup_scope": "organizations running ABM programs; subgroup base not disclosed",
      "geography": "not disclosed",
      "field_date": "not disclosed",
      "source_domain": "6sense.com",
      "source_url": "https://6sense.com/science-of-b2b/whats-currently-measured-isnt-what-matters-the-state-of-b2b-marketing-metrics-in-2025/",
      "source_location": "Marketing ROI",
      "source_wording": "Ninety-seven percent of organizations running ABM programs report that they measure marketing return on investment.",
      "source_quality": "A-",
      "caveat": "Self-reported measurement, not audited ROI accuracy.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-028",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "legacy_team_roi_measurement",
      "value": 89,
      "unit": "percent",
      "claim": "89% of legacy teams in 6sense's survey reported measuring marketing ROI.",
      "population": "more than 600 B2B marketers across industries",
      "subgroup_scope": "legacy teams; subgroup base not disclosed",
      "geography": "not disclosed",
      "field_date": "not disclosed",
      "source_domain": "6sense.com",
      "source_url": "https://6sense.com/science-of-b2b/whats-currently-measured-isnt-what-matters-the-state-of-b2b-marketing-metrics-in-2025/",
      "source_location": "Marketing ROI",
      "source_wording": "...compared to 89% of legacy teams.",
      "source_quality": "A-",
      "caveat": "6sense's public article does not define the full composition of the legacy-team subgroup.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-029",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "abm_pre_sales_journey_model",
      "value": 93,
      "unit": "percent",
      "claim": "93% of marketers with ABM in 6sense's survey reported using a model that tracks engagement before sales involvement.",
      "population": "more than 600 B2B marketers across industries",
      "subgroup_scope": "marketers with ABM; subgroup base not disclosed",
      "geography": "not disclosed",
      "field_date": "not disclosed",
      "source_domain": "6sense.com",
      "source_url": "https://6sense.com/science-of-b2b/whats-currently-measured-isnt-what-matters-the-state-of-b2b-marketing-metrics-in-2025/",
      "source_location": "Mapping Relationship Journeys",
      "source_wording": "This year, 93% of marketers with ABM report using a model that tracks engagement before sales involvement.",
      "source_quality": "A-",
      "caveat": "Model use is not evidence that all pre-sales activity is observable.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-030",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "mql_scoring_model_use_2025",
      "value": 25,
      "unit": "percent",
      "claim": "25% of respondents in Norwest's 2025 B2B benchmark used scoring models to define MQLs.",
      "population": "177 sales and marketing leaders at VC- and PE-backed B2B companies",
      "subgroup_scope": "all respondents",
      "geography": "North America and Israel",
      "field_date": "2025-07-21/2025-08-19",
      "source_domain": "8560290.fs1.hubspotusercontent-na1.net",
      "source_url": "https://8560290.fs1.hubspotusercontent-na1.net/hubfs/8560290/PDFs/Norwest-2025-B2B-Benchmark-Report.pdf",
      "source_location": "Key Takeaways, Continuing Shift Away From Scoring Models",
      "source_wording": "The use of scoring models to define MQLs has dropped significantly ... to 25% in 2025.",
      "source_quality": "A",
      "caveat": "VC- and PE-backed B2B sample; not representative of all B2B organizations.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-031",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "mql_scoring_model_use_2023",
      "value": 55,
      "unit": "percent",
      "claim": "Norwest's benchmark series reports that 55% used scoring models to define MQLs in 2023.",
      "population": "Norwest B2B benchmark respondents",
      "subgroup_scope": "2023 survey cohort; cohort size not disclosed in the 2025 report text",
      "geography": "North America and Israel",
      "field_date": "2023; exact dates not disclosed in the 2025 report",
      "source_domain": "8560290.fs1.hubspotusercontent-na1.net",
      "source_url": "https://8560290.fs1.hubspotusercontent-na1.net/hubfs/8560290/PDFs/Norwest-2025-B2B-Benchmark-Report.pdf",
      "source_location": "Key Takeaways, Continuing Shift Away From Scoring Models",
      "source_wording": "The use of scoring models to define MQLs has dropped significantly (55% in 2023 to 25% in 2025).",
      "source_quality": "B+",
      "caveat": "Historical cohort size and composition are not restated; comparison is directional.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-032",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "paid_search_high_marketing_contribution",
      "value": 53,
      "unit": "percent",
      "claim": "53% of Norwest respondents at companies sourcing 51% to 100% of opportunities from marketing cited paid search as a top channel.",
      "population": "177 sales and marketing leaders at VC- and PE-backed B2B companies",
      "subgroup_scope": "companies sourcing 51%-100% of opportunities from marketing; subgroup base not disclosed",
      "geography": "North America and Israel",
      "field_date": "2025-07-21/2025-08-19",
      "source_domain": "8560290.fs1.hubspotusercontent-na1.net",
      "source_url": "https://8560290.fs1.hubspotusercontent-na1.net/hubfs/8560290/PDFs/Norwest-2025-B2B-Benchmark-Report.pdf",
      "source_location": "Key Takeaways, High Marketing Contribution Aligns with Greater Use of Paid Channels",
      "source_wording": "Companies sourcing 51–100% of opportunities from marketing are more likely to cite Paid Search (53% vs. 34%) ... as top channels.",
      "source_quality": "A-",
      "caveat": "Subgroup base is undisclosed and association does not establish that paid search caused contribution.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-033",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "paid_search_lower_marketing_contribution",
      "value": 34,
      "unit": "percent",
      "claim": "34% of Norwest respondents in the comparison group cited paid search as a top channel.",
      "population": "177 sales and marketing leaders at VC- and PE-backed B2B companies",
      "subgroup_scope": "the report's comparison group; exact composition, threshold, and subgroup base not disclosed",
      "geography": "North America and Israel",
      "field_date": "2025-07-21/2025-08-19",
      "source_domain": "8560290.fs1.hubspotusercontent-na1.net",
      "source_url": "https://8560290.fs1.hubspotusercontent-na1.net/hubfs/8560290/PDFs/Norwest-2025-B2B-Benchmark-Report.pdf",
      "source_location": "Key Takeaways, High Marketing Contribution Aligns with Greater Use of Paid Channels",
      "source_wording": "Paid Search (53% vs. 34%).",
      "source_quality": "B+",
      "caveat": "The accessible report text does not define the comparison group's composition or threshold; do not label it as a lower-contribution cohort.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-034",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "paid_social_high_marketing_contribution",
      "value": 42,
      "unit": "percent",
      "claim": "42% of Norwest respondents at companies sourcing 51% to 100% of opportunities from marketing cited paid social as a top channel.",
      "population": "177 sales and marketing leaders at VC- and PE-backed B2B companies",
      "subgroup_scope": "companies sourcing 51%-100% of opportunities from marketing; subgroup base not disclosed",
      "geography": "North America and Israel",
      "field_date": "2025-07-21/2025-08-19",
      "source_domain": "8560290.fs1.hubspotusercontent-na1.net",
      "source_url": "https://8560290.fs1.hubspotusercontent-na1.net/hubfs/8560290/PDFs/Norwest-2025-B2B-Benchmark-Report.pdf",
      "source_location": "Key Takeaways, High Marketing Contribution Aligns with Greater Use of Paid Channels",
      "source_wording": "...and Paid Social (42% vs. 25%) as top channels.",
      "source_quality": "A-",
      "caveat": "Subgroup base is undisclosed and association does not establish causality.",
      "audited_at": "2026-07-14"
    },
    {
      "claim_id": "DGS-035",
      "slug": "demand-generation-statistics",
      "edition": 2026,
      "metric": "paid_social_lower_marketing_contribution",
      "value": 25,
      "unit": "percent",
      "claim": "25% of Norwest respondents in the comparison group cited paid social as a top channel.",
      "population": "177 sales and marketing leaders at VC- and PE-backed B2B companies",
      "subgroup_scope": "the report's comparison group; exact composition, threshold, and subgroup base not disclosed",
      "geography": "North America and Israel",
      "field_date": "2025-07-21/2025-08-19",
      "source_domain": "8560290.fs1.hubspotusercontent-na1.net",
      "source_url": "https://8560290.fs1.hubspotusercontent-na1.net/hubfs/8560290/PDFs/Norwest-2025-B2B-Benchmark-Report.pdf",
      "source_location": "Key Takeaways, High Marketing Contribution Aligns with Greater Use of Paid Channels",
      "source_wording": "Paid Social (42% vs. 25%).",
      "source_quality": "B+",
      "caveat": "The accessible report text does not define the comparison group's composition or threshold; do not label it as a lower-contribution cohort.",
      "audited_at": "2026-07-14"
    }
  ]
}