slug: demand-generation-statistics

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_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.


claim: 37% of Digitalzone's 1,500 B2B marketers said they were somewhat confident in measuring ROI across marketing channels.

source_wording: How confident are you in your ability to measure ROI across your marketing channels? Somewhat confident — 37%.

caveat: Confidence is self-reported and is not evidence that ROI measurement is valid.


claim: 1% of Digitalzone's 1,500 B2B marketers said they were not very confident in measuring ROI across marketing channels.

source_wording: How confident are you in your ability to measure ROI across your marketing channels? Not very confident — 1%.

caveat: The accessible visual exposes three response categories; no separate 'not confident' category is shown.


claim: 52% of Digitalzone respondents rated ABM mostly effective at generating qualified leads from target accounts.

subgroup_scope: respondents shown the ABM effectiveness question; subgroup base not disclosed

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%.

caveat: The public dashboard does not disclose the ABM-user subgroup denominator.


claim: 41% of Digitalzone respondents rated ABM extremely effective at generating qualified leads from target accounts.

source_wording: How effective has ABM been in generating qualified leads from target accounts? Extremely effective — 41%.

caveat: Self-reported effectiveness; no outcome metric or control group is disclosed.


claim: 7% of Digitalzone respondents were neutral about ABM's effectiveness at generating qualified leads from target accounts.

source_wording: How effective has ABM been in generating qualified leads from target accounts? Neutral — 7%.

caveat: The visual does not expose a negative response category.


claim: 19% of Digitalzone's B2B marketers selected identifying the full buying committee as their biggest targeting challenge.

source_location: Power BI page 5, biggest targeting challenge visual

source_wording: Identifying the full buying committee — 19%.

caveat: Largest response in this visual, not a majority of respondents.


claim: 15% of Digitalzone respondents had account intent but were unclear about which people to target.

source_wording: We have account intent but are unclear on ... — 15%.

caveat: The public accessible label is truncated; article wording must remain conservative.


claim: 14% of Digitalzone respondents selected low engagement rates with account contacts as their biggest targeting challenge.

source_wording: Low engagement rates with account contacts — 14%.

caveat: Self-reported single-choice challenge.


claim: 14% of Digitalzone respondents selected incomplete or outdated contact data as their biggest targeting challenge.

source_wording: Incomplete or outdated contact data — 14%.


claim: 13% of Digitalzone respondents selected shifting stakeholders and organization structures as their biggest targeting challenge.

source_wording: Shifting stakeholders and organization structures — 13%.

caveat: The accessible dashboard label is slightly truncated.


claim: 40% of Digitalzone respondents said more accurate data and intent signals would most improve go-to-market performance.

source_location: Power BI page 6, targeting capability visual

source_wording: More accurate data and intent signals — 40%.

caveat: Desired capability, not measured performance uplift.


claim: 31% of Digitalzone respondents said better insight into buying committees would most improve go-to-market performance.

source_wording: Better insight into buying committees — 31%.


claim: 19% of Digitalzone respondents selected more powerful segmentation and prioritization as the targeting capability that would most improve go-to-market performance.

source_wording: More powerful segmentation and ... — 19%.

caveat: The public accessible label is truncated; use conservative wording.


claim: 20% of Digitalzone respondents named reaching the right target accounts as their biggest ABM pain point.

subgroup_scope: respondents shown the ABM pain-point question; subgroup base not disclosed

source_location: Power BI page 6, ABM pain-point visual

source_wording: Reaching the right target accounts — 20%.

caveat: ABM-user subgroup denominator is not disclosed.


claim: 18% of Digitalzone respondents named sales and marketing alignment as their biggest ABM pain point.

source_wording: Aligning sales and marketing — 18%.


claim: 14% of Digitalzone respondents named data quality as their biggest ABM pain point.

source_wording: Data quality — 14%.


claim: 7% of Digitalzone respondents named measuring ROI and attribution as their biggest ABM pain point.

source_wording: Measuring ROI and attribution — 7%.

caveat: This is a biggest-pain-point share, not the share experiencing measurement difficulty.


claim: 35% of Digitalzone respondents reported four to six marketing touchpoints before a lead was passed to sales.

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%.

caveat: Self-reported category, not observed journey telemetry or a conversion benchmark.


claim: 31% of Digitalzone respondents reported seven to nine marketing touchpoints before a lead was passed to sales.

source_wording: On average, how many marketing touchpoints occur before a lead is passed to sales? 7-9 — 31%.


claim: 26% of Digitalzone respondents said better feedback loops on lead quality would most improve sales and marketing collaboration.

source_location: Power BI page 8, collaboration-improvement visual

source_wording: Better feedback loops on lead quality — 26%.

caveat: Desired improvement, not measured causal impact.


claim: 25% of Digitalzone respondents said shared KPIs and clearer definitions would most improve sales and marketing collaboration.

source_wording: Shared KPIs and clearer definitions — 25%.


claim: 19% of Digitalzone respondents said better lead-journey insights during handoff would most improve sales and marketing collaboration.

source_wording: Better lead journey insights during handoff — 19%.


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

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.

caveat: ABM-program subgroup base and geography are not disclosed.


claim: 22% of ABM programs in 6sense's survey reported pipeline from target accounts to the board.

source_wording: Pipeline from target accounts is reported by just 22%.


claim: 92% of ABM teams in 6sense's survey said they used an attribution model.

subgroup_scope: ABM teams; subgroup base not disclosed

source_location: Attribution, Broad Adoption — but Shaky Foundations

source_wording: 92% of ABM teams say they use one.

caveat: Adoption does not establish model validity or completeness.


claim: 97% of organizations running ABM programs in 6sense's survey reported measuring marketing ROI.

subgroup_scope: organizations running ABM programs; subgroup base not disclosed

source_location: Marketing ROI

source_wording: Ninety-seven percent of organizations running ABM programs report that they measure marketing return on investment.

caveat: Self-reported measurement, not audited ROI accuracy.


claim: 89% of legacy teams in 6sense's survey reported measuring marketing ROI.

subgroup_scope: legacy teams; subgroup base not disclosed

source_wording: ...compared to 89% of legacy teams.

caveat: 6sense's public article does not define the full composition of the legacy-team subgroup.


claim: 93% of marketers with ABM in 6sense's survey reported using a model that tracks engagement before sales involvement.

subgroup_scope: marketers with ABM; subgroup base not disclosed

source_location: Mapping Relationship Journeys

source_wording: This year, 93% of marketers with ABM report using a model that tracks engagement before sales involvement.

caveat: Model use is not evidence that all pre-sales activity is observable.


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

geography: North America and Israel

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.


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

field_date: 2023; exact dates not disclosed in the 2025 report

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.


claim: 53% of Norwest respondents at companies sourcing 51% to 100% of opportunities from marketing cited paid search as a top channel.

subgroup_scope: companies sourcing 51%-100% of opportunities from marketing; subgroup base not disclosed

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.

caveat: Subgroup base is undisclosed and association does not establish that paid search caused contribution.


claim: 34% of Norwest respondents in the comparison group cited paid search as a top channel.

subgroup_scope: the report's comparison group; exact composition, threshold, and subgroup base not disclosed

source_wording: Paid Search (53% vs. 34%).

caveat: The accessible report text does not define the comparison group's composition or threshold; do not label it as a lower-contribution cohort.


claim: 42% of Norwest respondents at companies sourcing 51% to 100% of opportunities from marketing cited paid social as a top channel.

source_wording: ...and Paid Social (42% vs. 25%) as top channels.

caveat: Subgroup base is undisclosed and association does not establish causality.


claim: 25% of Norwest respondents in the comparison group cited paid social as a top channel.

source_wording: Paid Social (42% vs. 25%).