25 Statistics on Lead Generation

Author: Meghan Lockwood | Categories: Marketing Automation, Demand Generation, Digital Marketing

Lead Generation is the bread and butter of every marketing strategy. For B2B companies, how effectively you pull leads into your funnel and nurture them along the path to a sale will make or break your long-term business success.

We all know that new digital marketing strategies are advancing at a lightning pace. If you haven’t reconsidered your lead generation recently, you might be missing some critical new ideas. Here are 25 statistics to bring you back up to speed.

Industry Trends

1. Generating high-quality leads is the biggest challenge facing B2B marketing, with 61% of marketers struggling with this critical problem. (IDG)

2. Each year, you will lose 14% of your customers. (BusinessBrief.com)

3. 17% of marketers spend 15+ hours a week on lead generation. (Source: Marketing Charts)

4. Nearly 50% of B2B marketers’ lead gen budgets will increase this year, compared to 44% that will remain the same and 7% that will decrease. (B2B Technology Marketing Community)

5. 57% of all B2B buying decisions are made before a person ever contacts a company’s sales force. (Half a Bubble Out)


6. Organizations that nurture their leads experience a 45% lift in average lead generation ROI over those organizations that do not. (MarketingSherpa)

7. 25% of marketers don’t know their conversion rates. (B2B Technology Marketing Community)

8. Despite an increasing need for quality, many organizations invest less than $20 per lead (MarketingSherpa)

9. Content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less. (Demand Metric)

10. Inbound Leads cost 61% less than Outbound Leads. (HubSpot)

11. Research shows that 35-50% of sales go to the vendor that responds first. (InsideSales.com)


12. The most effective B2B lead generation tactics are inside sales, executive events, telemarketing, tradeshows and conferences, and email or electronic newsletters. (MarketingProfs)

13. 80% of users said they would register for a whitepaper/eBook, while only 31% would register for a webinar. (Lonely Marketer)

14. 71% of B2B marketers use content marketing to generate leads. (MarketingProfs)

15. B2B companies that blog generate 67% more leads than companies that don’t. (WebDAM)

16. 42% of offer-related graphics on landing pages are not clickable. (MarketingSherpa)

17. Businesses with 31 to 40 landing pages got 7 times more leads than those with only 1 to 5 landing pages. (HubSpot)

18. Companies with over 40 landing pages got 12 times more leads than those with only 1 to 5 landing pages. (HubSpot)

19. 44% of B2B marketers have generated leads via LinkedIn, whereas only 39% have generated leads through Facebook and just 30% through Twitter. (ReachForce)

Lead Nurturing

20. 84% of companies that have a CRM have a lead scoring process in place to determine the quality of leads. (Direct Marketing News)

21. Nurtured leads make 47% larger purchases than non-nurtured leads. (The Ameritas Group)

22. Companies using marketing automation for nurturing experience a 451% increase in qualified leads. (The Annuitas Group)

23. Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Forrester Research)

24. While 61% of B2B marketers send all leads directly to sales; only 27% of those leads will be qualified. (MarketingSherpa)

25. More than a quarter of all B2B sales cycles take seven months or more to close. (Harvard University and Gallup)

Lead Generation