# IVRIS ABM claim-provenance ledger v1.0 - verified 2026-08-06
"# Original organisations retain ownership of their studies. IVRIS contributes provenance tracing, classification, transparency scoring and safe wording."
"# Full workbook (transparency scores, provenance chains): ivris-abm-claim-provenance-ledger-v1.xlsx"

ID,Claim as reported,Organisation (true origin),Study / report,Publication date,Fieldwork period,Sample,Population / eligibility,Sponsor commercial interest,Statistic type,Self-reported or measured,Evidence class,Transparency score (0-6),IVRIS safe wording,What changed in transmission,Verdict,Source URL,Verified by IVRIS
A01,86% of marketers say ABM improves win rates,TOPO (distributed by Terminus),Predictions for 2019,2019,Not disclosed,Not published,Not disclosed,Terminus sells ABM software; TOPO was acquired by Gartner in October 2019,Share of respondents,Self-reported,D,0,A 2019 TOPO ebook distributed by Terminus reported that 86% of marketers said ABM improved win rates. No sample size was published.,Reattributed to 'HubSpot research' via a HubSpot statistics roundup that credits Terminus. Presented as current despite 2019 origin.,Don't present as current,https://blog.hubspot.com/marketing/account-based-marketing-stats,2026-08-06
A02,ABM increases average contract value by up to 171%,"TOPO, commissioned by the ABM Leadership Alliance",ABM: State Of The Market,c. 2017,Not disclosed,50 marketing executives,Marketing executives at organisations at varying ABM maturity,Vendor consortium; Demandbase is a member,"Reported lift, 'up to'",Self-reported (qualitative phone interviews),C,2,"TOPO's ABM: State Of The Market, commissioned by the ABM Leadership Alliance, reported a 171% lift in average annual contract value from phone interviews with 50 marketing executives.","Reattributed to ITSMA, Demandbase and Forrester in different retellings. The word 'annual' is routinely dropped, as are n=50 and the interview method.","Quote n=50, or not at all",https://www.itsma.com/research/abm-benchmarking-survey/ (DEAD - archived copy only),2026-08-06
A03,Well-executed ABM programs deliver 200%+ ROI,Forrester,Account-Based Marketing Delivers Higher ROI Across Regions (RES181818),2024,Not disclosed publicly,Not disclosed publicly,Global survey respondents,"Sells research and advisory, not ABM software",Share of respondents reporting a banded relative lift,Self-reported,B,3,"Forrester found 23% of respondents reported ABM ROI 51-200% higher than traditional marketing, with most reporting 21-50% higher.","A relative lift over a comparator was restated as an absolute 200%+ return, and the top of a minority band was presented as the typical outcome.",Don't state as absolute ROI,https://www.forrester.com/report/account-based-marketing-delivers-higher-roi-across-regions/RES181818,2026-08-06
A04,ABM win rates should be 15-30% higher than overall win rate,No traceable origin,None,,,None,,,None,None,F,0,No source. Do not use.,"No published research states this. 15-30% appears in ABM material with three other meanings: the absolute B2B win-rate range, the share of a target list in-market, and the ABM cost premium.",Withdrawn from this page,,2026-08-06
A05,137% average ROI from ABM programs,Outcomes Rocket (healthcare marketing agency),State of Account-Based Marketing 2025,2025-11-14,October 2025,771 marketers,"Marketers across industries, roles and org sizes, recruited via the Prolific paid research panel; no seniority screening disclosed",Sells marketing services,Mean of respondents' own estimates,Self-reported estimate,C,5,"In a 2025 panel survey of 771 marketers, respondents estimated average ABM ROI at 137%.","Misattributed to ITSMA by at least one ranking page, which also added a 'within the first 18 months' window absent from the source, and dropped the word 'estimated'.","Call it an estimate, never a measurement",https://www.outcomesrocket.com/blogs/state-of-account-based-marketing-2025-insights-roi-and-the-rise-of-ai,2026-08-06
A06,93% of businesses say their ABM efforts were very or extremely successful,Foundry (a subsidiary of IDG),2023 ABM Benchmarking & Intent Data Study,2023-09-28,August 2023,500 marketers,"Marketing titles: NA 60%, EMEA 20%, APAC 20%. 40% computer-related manufacturing, 27% high tech, 12% software/computer services",Sells intent data and ABM services to the audience surveyed,Share of respondents (top-two-box),Self-reported self-assessment,B,5,"In Foundry's 2023 study, 93% of 500 B2B technology marketers rated their ABM efforts extremely or very successful.","'Businesses' replaced 'B2B technology marketers'. The August 2023 fieldwork date is dropped; no newer edition exists, so the figure is presented as current three years on.",Attach the sector and the 2023 date,https://foundryco.com/tools-for-marketers/white-paper-abm-benchmarking-study/,2026-08-06
A07,2.1x win rates when sales is involved early,No traceable origin,None,,,None,,,None,None,F,0,No source. Do not use.,"Appears on a single page that cites nothing. No primary source states 2.1x in any form. Not a mutation of Demandbase's 2-3x, which published later and measures buying-group engagement rather than early sales involvement.",Don't use,,2026-08-06
A08,Buying-group alignment delivers 2-3x higher win rates,Demandbase,State of ABM 2026 / Labs by Demandbase B2B GTM Report,2026-03-03,Approx. one year of buying-group data,"1,452 tenants (a tenant is a Demandbase instance), 429,634 ad campaigns, 38m marketing activities, 9.7m sales interactions",Demandbase platform customers only,Sells ABM software; population is its own customer base,Ceiling ('up to') on a modelled range,Platform-measured plus modelling,B,4,"Demandbase reports that organisations aligning around buying groups achieve up to 2-3x higher win rates than lead-centric teams, across 1,452 instances of its own platform.","The source body says 1,452 tenants; its own headline and meta description say 1,452 companies, and downstream coverage propagated 'companies'. The hedge 'up to' is routinely dropped.",Keep the words 'up to' and 'tenants',https://www.demandbase.com/resources/labs/state-of-abm-2026-benchmark-report/,2026-08-06
A09,81% say ABM delivers higher ROI than other marketing activities,MomentumABM (formerly ITSMA),The Global Account-Based Marketing Benchmark,2024/25,Not disclosed,Over 300 B2B marketers,B2B marketers; seniority not disclosed publicly,"Study sponsored by Demandbase, an ABM software vendor",Share of respondents,Self-reported,C,1,"In MomentumABM's Demandbase-sponsored Global ABM Benchmark, 81% of over 300 B2B marketers said ABM delivers higher ROI than other marketing activities.",Frequently cited as independent ITSMA research without naming the Demandbase sponsorship. The page moved behind a login in December 2025.,Name the sponsor when you quote it,https://momentumabm.com/global-account-based-marketing-benchmark (now gated; archived copy 2025-11-17),2026-08-06
A10,13 internal stakeholders and nine external participants influence a typical buying decision,Forrester,"The State Of Business Buying, 2026",2026-01-21,2025,"Nearly 18,000 global business buyers","Global business buyers, all categories","Sells research and advisory, not ABM software",Two means reported separately,Self-reported survey,B,5,"Forrester's State Of Business Buying, 2026 reports 13 internal stakeholders and nine external participants influencing the typical buying decision, from a survey of nearly 18,000 global business buyers.",Nothing. Accurate and traceable. The common error is summing the two counts into a single committee of 22.,"Safe to cite, never sum",https://www.forrester.com/blogs/state-of-business-buying-2026/,2026-08-06
A11,"872 BDRs responded, 490 complete, sample sizes vary by finding",6sense,2026 State of the BDR Report,2026-04-18,Not disclosed,"872 responses; 490 complete, 382 partial","BDRs; 70% software/tech, 23% services, 7% manufacturing",Sells ABM software,Disclosed response counts,Self-reported survey,A,6,"6sense's 2026 BDR research discloses 872 respondents, 490 complete responses, and that sample sizes vary by finding.","Nothing. Included as a positive control: a vendor study that discloses partial-response handling, which is rare in this category.",Safe to cite; use as a disclosure benchmark,https://6sense.com/science-of-b2b/state-of-the-bdr-2026-deep-dive/,2026-08-06
A12,71% of practitioners use an ABM strategy (and eight further percentages),Demand Gen Report,Account Based Marketing Benchmark Survey (2025 and 2026 editions),2026-05-27,Not disclosed,Not disclosed,Not disclosed,Trade publisher; report gated behind a 24-field form with sponsor data-sharing consent,Share of respondents,Self-reported,D,0,"Demand Gen Report's ABM Benchmark Survey publishes percentages without disclosing a sample size, field period or methodology on any public page.",Nothing changed in transmission. Included because a dedicated benchmark survey publishing figures with no public n is the clearest example of the problem this ledger documents.,Do not cite without the gated methodology,https://www.demandgenreport.com/resources/2025-account-based-marketing-benchmark-survey/50610/,2026-08-06