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40 Statistics To Inform & Enhance B2B Lead Generation Strategies

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40 lead generation statistics - considered from both marketing and sales perspectives - for aligned, effective strategies.

“Lead generation is the most important goal of B2B content marketers in 2016” - B2B Content Marketing Benchmarks, Budgets, and Trends: North America

Align marketing and sales to improve lead generation strategies

Having a well-considered strategy for quality, consistent lead generation is core to successful marketing ROI.


But, definitions of lead gen success can vary between different aspects of a business. As many sales teams will tell you, quality lead gen from a marketing perspective can be very different to ‘quality lead gen’ from a sales perspective.


As we’ve previously explored, lead generation strategies work best when sales and marketing are aligned. From content development to nurture activity and more; the best lead generation strategies keep marketing/sales alignment at their core.


Because of this, here are 40 statistics to inform lead gen strategies - considered from both marketing and sales perspectives.

40 statistics to inform lead gen strategies

Lead generation statistics from a marketing perspective

1. 61% of B2B marketers think generating high-quality leads is one of their biggest challenges. [B2B Technology Marketing Community]

2. 63% of consumers requesting info on your company today will not purchase for at least 3 months. [Marketing Donut]

3. Almost 50% of marketers say inbound marketing strategies are their primary source of leads, double that of outbound. [HubSpot]

4. 83% of B2B marketers use content marketing to achieve their lead generation goals. [CMI]

5. Only 56% of B2B companies check valid leads before passing them to the sales dept. [MarketingSherpa] 

6. Increasing quality leads is the top priority for 68% of B2B professionals, followed by increasing lead volume (at 55%.) [B2B Technology Marketing Community] 

7. Marketers with blogs are 13 times more likely to drive positive ROI than those who don’t have one. [HubSpot]

8. Content marketing generates three times as many prospects as outbound marketing, but costs 62% less. [Demand Metric] 

Content marketing generates three times as many prospects as outbound marketing, but costs 62% less. [Demand Metric] 

9. 39% of marketers have generated leads through Facebook and just 30% through Twitter. [ReachForce]

10. Emails for nurturing leads generate an 8% CTR compared to general emails, which generate just a 3% CTR. [HubSpot]

11. Lead-nurturing emails get 4-10x times the response rate compared to standalone emails. [SilverPop/DemandGen Report]

12. 22% of B2B businesses reach out to prospects with lead nurturing on a weekly basis. [MarketingSherpa] 

13. 82% of purchasing consumers view at least 5 pieces of content first, from the winning company. [Forrester]

14. 42% of organisations believe email is one of their most effective lead generation channels. [Circle Research] 

15. 16% of B2B marketers produce mobile-specific content in their content marketing strategy. [Smart Insights] 

16. 79% of marketing leads never convert into sales. Lack of nurture is the main cause for this. [Marketing Sherpa]

17. 50% of online consumer time is spent engaging with custom brand content. [HubSpot]

18. The 3 most commonly used lead generation strategies are email marketing, event marketing, and content marketing. [Demand Metric Research Corporation]

63% of consumers requesting info on your company today will not purchase for at least 3 months. [Marketing Donut]

Lead generation statistics from a sales perspective

19. Nurtured leads produce a 20% increase in sales opportunities versus other leads. [DemandGen Report]

20. 80% of opportunities require five follow-up calls after a meeting to convert. [The Marketing Donut]

21. Follow up with web leads within 5 minutes, and you’re 9 times more likely to convert them. [InsideSales.com]

22. Companies that have mastered lead nurturing have 9% more sales reps making quota. [CSO Insights]

25% of marketers with mature lead management strategies report that their sales teams contact prospects within one day. Only 10% of marketers report the same follow-up time without mature lead management processes. [Forrester Research]

23. 25% of marketers with mature lead management strategies report that their sales teams contact prospects within one day. Only 10% of marketers report the same follow-up time without mature lead management processes. [Forrester Research] 

24. Organisations with lead generation and management strategies have a 9.3% higher sales quota completion rate. [CSO Insights]

25. Only c.25% of marketing-generated leads are typically of a high enough quality to immediately advance to sales. [Gleanster Research]

Lead generation statistics from an aligned marketing/sales perspective

46% of marketers with well-planned lead management strategies have sales teams who follow up on more than 75% of leads. [Forrester Research]

26. 46% of marketers with well-planned lead management strategies have sales teams who follow up on more than 75% of leads. [Forrester Research]

27. 81% of businesses report that their blog is important or critical in generating leads. [HubSpot]

28. Businesses who nurture leads make 50% more sales at a cost 33% less than non-nurtured prospects. [Forrester Research]

29. LinkedIn dominates lead gen with more than 80% of B2B leads generated through social media coming from them. [Oktopost]

30. Approximately 96% of website visitors aren’t ready to purchase. [Marketo]

31. Outbound leads cost 39% more than inbound leads. [HubSpot]

32. Only 3% of your market is actively buying. 56% are not ready, 40% are poised to begin. [Vorsight]

 

Only 3% of your market is actively buying. 56% are not ready, 40% are poised to begin. [Vorsight]

33. Companies who automate lead management see a 10% or more bump in revenue in 6-9 months time. [Gartner Research]

34. B2B marketers say their greatest barriers with lead generation are the lack of resources in staffing, budgeting, and/or time. [B2B Technology Marketing Community]

35. Organisations that use marketing automation with prospects experience a 451% increase in qualified leads. [ANNUITAS Group]

36.Organisations with websites of 401-1000 pages get 6 times more leads than sites with 51-100 pages. [Hubspot]

37. 68% of businesses report struggling with lead generation. [CSO Insights]

38. 57% of B2B companies identify ‘converting qualified leads into paying customers’ as a top priority. [MarketingSherpa]

39. 84% of companies that use a CRM also have a lead-scoring process to determine quality. [Direct Marketing News]

40. Just 44% of companies use lead scoring systems. [DecisionTree]

 

Now that you’ve seen the stats, remember to keep marketing/sales aligned - and be realistic when plotting lead generation/ conversion goals. With considered planning and a unified team, effective lead generation should result.