35 Lead Generation Statistics to Inform Your B2B Strategy

B2B companies are constantly looking for new customers. Therefore, taking into account what works for others can help guide these efforts.

Saying that statistics are always a good source of knowledge, so we did the heavy lifting for you by collecting information and current lead generation statistics. This information could potentially boost your marketing strategy and come from reputable sources like Hubspot, Content Marketing Institute, Salesforce, Ascend2, LinkedIn, and more. Keep on reading for key insights and numbers that can help you stay ahead in your business.

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Lead Generation Statistics for Your B2B Marketing Strategy

Digital Marketing and Content Strategies

1. 84% of marketers use email as their primary content marketing tool. [Salesforce, State of Marketing, 8th Edition]
2. Only 8% of B2B marketers consider email their most effective lead generation channel. [VibTech]
3. Compared to other social channels, 82% of B2B marketers attribute their greatest success to LinkedIn [LinkedIn]
4. 84% of B2B content marketers utilize LinkedIn for organic content distribution. [Content Marketing Institute]
5. Website/blog/SEO has the highest ROI (16%), followed by social media shopping tools and paid social media content (14%). [HubSpot State of Marketing Report]
6. 70% of organizations have a documented content strategy integrated into their overall marketing strategy. [Content Marketing Institute]
7. Video marketing achieves 66% more qualified leads per year. [TheB2BHouse]
8. 47% of buyers consume 3-5 content pieces before sales engagement. [DemandGen]
9. 76% of B2B buyers desire varied content throughout their research process. [DemandGen]
10. 75% of B2B marketers plan to use influencer marketing within the next year. [Ogilvy]
11. 85% of manufacturing marketers utilize content marketing for lead generation. [Social Success Marketing]
12. The tech sector experiences 50% higher engagement with thought leadership content. [LinkedIn]
13. 82% of B2C consumers find online reviews more authentic and influential than marketing claims. [B2B SaaS Reviews]

B2B lead generation statistics are changing. While email remains a crucial channel, email marketing effectiveness is debatable. LinkedIn has emerged as a key platform for B2B marketing, while organic content continues to deliver strong content marketing ROI.

To succeed, B2B marketers should focus on:

• Diversifying content and channels.
• Leveraging LinkedIn’s B2B focus.
• Investing in quality thought leadership and video content.
• Developing a documented content strategy.
• Exploring influencer marketing.
• Creating a multi-touch buyer journey.
• Continuously measuring and optimizing performance.

Lead Generation and Nurturing

14. Almost 100% of marketers employ lead scoring techniques. [Databox]
15. Lead scoring results in a 77% increase in lead generation ROI. [Constant Contact]
16. Lead nurturing emails receive 4-10x higher response rates than standalone emails. [InvespCRO]
17. 80% of B2B marketers value lead nurturing as the top feature of marketing automation tools. [Ascend2]
18. 78% of customers purchase from the first-responding company. [Saleforce, ft-cited study]
19. 23% of customers anticipate a response within one hour of their inquiry. [Hubspot, The State of Service Report, 2024]
20. An average of 6-8 touchpoints are required to generate a viable B2B sales lead. [Saleforce]
21. 62% of B2B buyers can finalize vendor selection based on digital content alone. [Forrester]
22. 87% of B2B marketers share that ABM initiatives outperform other marketing investments in terms of ROI. [Foundry]
23. 61% of marketers struggle with generating high-quality leads. [The State of Marketing Report]
24. 61% of marketers expect to increase their budget for marketing automation for the upcoming year. [Ascend2]

Lead scoring and nurturing have become vital components of B2B marketing strategies, with automation playing a key role. Strategic lead cultivation is essential, as is the importance of quick response times and personalized, multi-touch approaches evident in converting leads to customers.

To optimize lead generation and nurturing, B2B marketers should focus on:

• Implementing lead scoring to improve ROI.
• Utilizing automated lead nurturing, especially through email.
• Prioritize rapid response to customer inquiries.
• Develop a multi-touchpoint strategy for lead conversion.
• Invest in comprehensive digital content for self-service buyers.
• Consider adopting ABM for higher marketing ROI.
• Allocate budget for marketing automation tools.
• Focus on strategies to improve lead quality.

Technology and Buyer Behavior

25. 54% of B2B marketers currently use predictive AI, while 63% use generative AI. [Salesforce, State of Marketing 9th Edition]
26. Incorporating emerging technology, like AI, into the marketing mix is the second biggest challenge for 40% of CMOs. [LinkedIn, The B2B Marketing Benchmark]
27. 78% of businesses use marketing automation/journey management. [Salesforce, State of Marketing 9th Edition]
28. 91% of companies with ten or more employees use a CRM system to manage customer data. [Hubspot]
29. 45% of companies report that their use of CRM software has increased sales revenue. [Hubspot]
30. 44% of millennials now hold decision-making positions. [The B2B Millennial Buyer Survey Report]
31. 73% of millennials participate in purchase decision-making at their companies. [Harvard Business Review]
32. 75% of B2B businesses don’t optimize their websites for mobile. [WiFiTalent]
33. 41% of B2B buyers use a mobile device during the B2B purchasing process. [WiFiTalent]
34. 70% of tech companies prioritize lead quality over quantity. [WiFitalents]
35. 79% of service businesses prioritize personalized service over personalized marketing. [Forbes]

B2B marketing is increasingly influenced by AI and automation technologies, with CRM systems becoming nearly ubiquitous. However, integrating these technologies remains a challenge for many CMOs.

Moreover, the demographic shift toward Millennial decision-makers is reshaping B2B buying processes, while mobile optimization lags behind buyer behavior. There’s a growing emphasis on lead quality and personalized service in the tech and service sectors.

To adapt to these trends focus on:

• Leveraging AI for both predictive and generative marketing tasks.
• Investing in marketing automation and CRM systems to improve efficiency and sales.
• Developing strategies to overcome challenges in integrating new technologies.
• Tailoring marketing approaches to appeal to Millennial decision-makers.
• Prioritizing mobile optimization for websites and content.
• Focusing on generating high-quality leads rather than quantity.
• Balancing personalized marketing with personalized service, especially in the service sector.
• Staying attuned to evolving buyer behaviors and preferences in the digital age.

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Wrap Up

When it comes to lead generation statistics, there’s different ways people buy products and services, and trends in different industries all play a part. If you want to do well in B2B marketing, it’s important to stay updated as it can help you find more leads and get better results.