Lead Generation Statistics

Discover where companies are generating their leads and how they convert them.

Demand Generation

Budget & resources:

  • Corporate spend on online lead generation went from $12.5bn in 2005 to $22.7bn in 2009. (hbr)

  • Lack of resources, such as staff, funding, and time, remains the biggest obstacle to successful lead generation for 61% of B2B marketers. (BrightTALK, 2015)

  • 53% of marketers say half or more of their budget is allocated to lead generation, while 34% say less than half of their budget is allocated to lead generation. (BrightTALK, 2015)

  • 58% of marketers say their lead generation budget will increase in the coming year. (BrightTALK, 2015)

Lead conversion:

  • 74% of marketers say converting leads is their top priority. (HubSpot, 2016)

  • For B2B marketers, the ideal number of fields on web registration and download forms is between three and five for 79% of respondents, while only 16% said it was six or more. (BrightTALK, 2015)

  • 59% of marketers say they provide salespeople with their best quality leads, while salespeople rank marketing-sourced leads last. (HubSpot, 2016)

  • Only 5% of salespeople said leads they received from marketing were very high quality. (HubSpot, 2016)

  • 65% of marketers say generating traffic and leads is their top challenge. (HubSpot, 2016)

  • The less companies know about their KPIs, the less likely they are to meet their revenue goals. 74% of companies that weren't exceeding revenue goals did not know their visitor, lead, MQL, or sales opportunities. (HubSpot, 2015)

Effectiveness of lead generation:

  • 80% of marketers report their lead generation efforts are only slightly or somewhat effective. (BrightTALK, 2015)

  • 82% of marketers with an SLA think their marketing strategy is effective. (HubSpot, 2016)

  • Only 17% of marketers say outbound practices provide the highest quality leads for sales. (HubSpot, 2016)

  • Only 22% of salespeople said marketing was their best source of leads (HubSpot, 2016)

Lead Nurturing

Your prospects are probably not ready to buy. Here’s how strategic lead nurturing can increase your sales, revenue, and profits.

Increase in sales opportunities:

  • Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (Demand Gen Report, 2014)

  • 67% of B2B marketers say they see at least a 10% increase in sales opportunities through lead nurturing, with 15% seeing opportunities increase by 30% or more. (Demand Gen Report, 2014)

  • Companies that excel at lead nurturing generate 50% more sales ready leads at a 33% lower cost. (Marketo)

  • Nurtured leads make 47% larger purchases. (Marketo)

Segmenting & targeting of leads:

  • Segment knew that they wanted to focus on the 16% of signups responsible for 86% of revenue so they used a messaging campaign to target visitors from specific domains (by IP address) that resulted in a 5X increase in chat engagement and 2x increase in conversations. (Drift)

  • Higher response rates due to communications that are targeted and relevant came out as a top benefit among marketers surveyed; it was cited by 66% of marketers as a 4 or 5 — on a scale of 1 to 5. (Demand Gen Report, 2016)

  • Segmenting by title or role (49%) and by industry (48%) are mainstays for roughly half of the respondents, and a sizable number are segmenting by persona (39%). (Demand Gen Report, 2016)

  • The ability to segment prospects based on interests/behaviors came in as a close No. 2, with 63% of marketers giving it a 4 or 5. (Demand Gen Report, 2016)

  • 40% of marketers said they are segmenting the data by response/area of interest, as part of an ABM approach. (Demand Gen Report, 2016)

Incorporating nurturing into your strategy:

  • 89% of marketers use lead nurturing as part of their demand generation strategy. The remaining 11% plan to start in the next 12 months. (Demand Gen Report, 2016)

  • The top 3 future priorities for lead nurturing are CRO (84% of marketers), Increase the number of opportunities entering the pipeline (82%), and create warm, sales-ready leads (74%) (Demand Gen Report, 2016)

  • 79% of marketing leads never convert to sales, citing lack of nurturing for poor performance. (Marketo)

Performance of nurtured leads:

  • 42% of marketers say they’ve been practicing lead nurturing for more than 2 years. (Demand Gen Report, 2016)

  • 51% said performance in 2016 was better than 2015. 44% said it has stayed the same and only 5% stated nurture programs performed worse. (Demand Gen Report, 2016)

Gated content / content upgrades:

  • 48% of marketers selectively gate content, based on progressive profiling. Just 23% gate lead nurturing content — down from 55% in 2015.(Demand Gen Report, 2016)

  • E-books (71% of marketers), white papers (83%) and on-demand webinars (63%) are the top three types of gated content. (Demand Gen Report, 2016)

  • The most effective tactics for lead nurturing are white papers (44% of marketers), email newsletters (37%), and webinars (36%). (Demand Gen Report, 2016)

Tactics that have worked best within lead nurturing programs

Demand Generation Analytics

Choosing the right metrics:

  • 59% of marketers rely on total lead volume as a top metric. (BrightTALK, 2015)

  • 28% of marketers say securing enough budget is their top marketing challenge. (HubSpot, 2016)

  • 43% of marketers say proving the ROI of their marketing activities is their top marketing challenge. (HubSpot, 2016)

  • Marketers that calculate ROI are 1.6 times more likely to receive higher budgets. (HubSpot, 2016)

Data quality:

  • 42% of B2B marketing professionals state that a lack of quality data is their biggest barrier to lead generation. (BrightTALK, 2015)

  • 24% of marketers don't know whether their efforts resulted in closed-won deals. (BrightTALK, 2015)

Choosing the right metrics:

  • Inbound organizations are 4 times as likely to rate their marketing strategy as effective. (HubSpot, 2016)

  • 72% of organizations that calculate ROI say their marketing strategy is effective. (HubSpot, 2016)

  • Just 61% of marketers believe their marketing strategy is effective. (HubSpot, 2016)

Lead Response Times

Learn why faster is better. 93% of your competitors are probably responding too slowly to leads

Communication medium:

  • 89% of consumers we talked to would like to use messaging (primarily SMS, Facebook Messenger, Whatsapp) to communicate with businesses. But only 48% of businesses are equipped to connect with customers through a message. (Twilio, 2016)

  • 66% of messaging happens using a mobile phone and only 11% from a desktop (Twilio, 2016)

  • Only 14% of companies were using live chat (Drift).

Time to respond:

  • Only 7% of 433 sales teams tested responded within 5 minutes (Drift).

  • There’s a 10x drop off in lead qualification when you wait longer than 5 minutes to respond and a 400% decrease when you respond within 10 minutes compared to 5, (hbr, Insidesales)

  • 55% did NOT respond within 5 business days (Drift).

  • The 10 fastest companies all used live chat on their websites (Drift).

  • In a study or 1.25 million sales leads across 42 companies, leads that were contacted within and hour were 7 times more likely to qualify the lead as those that tried just 1 hour later. And 60X more likely than companies that waited 24h or longer. (hbr)

  • Of 2,241 US companies, only 37% had responded within an hour, 53% within a day. 24% responded after 24h and 23% never responded at all. (hbr)

Sales lead request response rate

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