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37 Massive Lead Generation Statistics for 2020

by Darko

Lead generation statistics are relevant to the marketing of any business and will aid in discovering and maintaining customers and business partners. By analyzing them, businesses can better implement strategies that work into their daily operations.

Here’s the deal:

Over the past decade, lead generation has become a profitable industry with complex processes that require a deeper understanding to properly utilize. Recent lead generation statistics indicate that business to business lead generation (B2B) has begun to challenge the business to customer (B2C) market, making it more important than ever to implement the right strategies and best practises.

Would you like to know how?

Check out our trending stats to find out more about this burgeoning industry.

Fascinating Lead Generation Stats (Editor’s Choice)

  • 80% of B2B marketers say lead generation is an important 12-month consideration.
  • 81% of adults in the US go online daily, with 28% online almost constantly.
  • Nurturing leads can improve sales by 50% while reducing costs by 33%.
  • Responding within 5 minutes increases conversion potential by 900%.
  • A captivating headline can draw 500% more traffic.
  • 63% of businesses see generating traffic and leads as a big marketing challenge.
  • 93% of converted leads are done so within the 6th call attempt.

Lead Generation Statistics 2019

1. Three of the most commonly used lead generation strategies are email marketing, trade show or event marketing, and content marketing. 

(Source: Demand Metric Research Corporation) 

The use of these winning marketing strategies to ensure successful lead generation is a theme that is common throughout the business world.

2. 49% of companies feel their lead generation process is at least moderately effective.

(Source: Demand Metric Research Corporation) 

Of those, 9% of companies feel the process is highly effective, while 15% find it to be highly ineffective.

3. The majority (63%) of people making inquiries into a company take up to three months before making a purchase.

(Source: Marketing Donut) 

A further 20% of people won’t make a purchase for 12 months. These statistics show that the purchasing process is long and drawn out, highlighting the importance of nurturing quality leads

Lead Management Strategies

4. A 9.3% higher sales quota completion rate has been attributed to good lead management strategies.

(Source: Hubspot) 

Lead management strategies have been known to improve an organization’s sales quota completion rate by considerably. In case you were still wondering whether such a strategy, you now have your answer – absolutely!

5. B2B companies with referrals have 70% higher conversion rates.

(Source: Marketing Insider Group) 

Incentives-based referral programs have been shown to drastically improve conversion rates. Statistics suggest that companies that include a referral program in their lead management strategy could see a massive increase.

6. 46% of marketers find that a well-planned lead management strategy results in a 75% follow up rate.

(Source: Strategic IC) 

A sales team is far more likely to follow up on potential customers if they are supported by a decent lead management strategy.

7. Lead management automation leads to a 10% rise in revenue over 6-9 months.

(Source: Strategic IC)

Research into lead generation strategies has found that automating the marketing process provides considerable benefits in the medium to long term. 

8. A response within 5 minutes increases conversion potential by 900%.

(Source: HipB2B) 

According to the most recent lead generation stats, good lead management decreases a sales rep’s response time, which can improve the chance of a conversion by up to nine times.

9. A mature lead management strategy increases same-day responses according to 25% of marketers.

(Source: Forrester) 

One-quarter of marketers who work in companies that practice a mature lead management strategy say their sales team will respond within a day. This is opposed to only 10% in companies without mature lead management processes.

Lead Generation Statistics - customers

Lead Nurturing Statistics

10. 68% of B2B businesses are implementing landing pages as key tools for lead nurturing and conversions.

(Source: Business 2 Community)

 Statistics from Marketing Sherpa indicate there is a move away from traditional homepages and websites, with a greater focus on landing pages with a personalized lead form.

11. 63% of businesses find generating traffic and leads to be one of their biggest marketing challenges.

(Source: Hubspot)

An inbound marketing report into lead nurturing stats shows that lead and traffic generation remains the top consideration for the majority of businesses. Evidence of ROI and budget concerns are in second and third place.

12. Email contact that nurtures existing leads enjoys 4 to 10 times higher response rates than standalone emails.

(Source: Strategic IC) 

Email marketing campaigns should include a high-quality lead nurturing strategy to ensure the highest response rate.

13. Outbound leads cost 39% more than inbound leads.

(Source: Hubspot)

Studies have found that inbound-focused marketing is considerably cheaper than chasing outbound leads. Organizations that focused primarily on inbound leads saved an average of 61% in costs per lead ($135) when compared to companies conducting mostly outbound marketing ($346).

14. 74% of global companies make nurturing leads a priority.

(Source: Hubspot)

Companies are becoming more focused on converting existing contacts into customers rather than expending time on unverified leads.

15. Nurturing leads can improve sales by 50% while reducing costs by 33%.

(Source: Forrester)

Evidence reveals that overall lead generation cost can be reduced by a third while providing a huge sales boost through quality lead nurturing strategies. 

16. Only 29% of surveyed businesses put resources into nurturing their existing customer base.

(Source: Demand Gen) 

According to a recent report, less than one-third of businesses are putting additional resources into the maintaining of existing customers.

Lead Generation Statistics - trends

Lead Generation Market Size

17. An estimated 4 billion people will use email by 2022.

(Source: Statista)

More than 3 billion people currently use email, and this figure is predicted to rise to 4 billion in the next couple of years. Email remains one of the most common methods of generating and nurturing inbound leads.

18. 81% of customers will continue to use a service if they receive regular emails.

(Source: Statista)

Business to customer (B2C) marketers have found that direct mail marketing will help drive return business from over eight out of ten online shoppers.

19. 80% of B2B marketers noted lead generation as their most important 12-month marketing goal. 

(Source: Content Marketing Institute)

Lead generation consistently ranks as one of the most important goals for B2B organizations. Customer retention stats show that maintaining loyalty is only the sixth most important goal for most companies.

20. Active buyers account for only 3% of the market.

(Source: Heinz Marketing) 

Research from Vorsight estimates that a tiny percentage of any market at any one time is actively buying, while 56.6% are not ready, and 40.4% are still considering.

Sales Statistics

21. 35.43% of B2B marketers use conversion rates as the number one metric to measure sales performance.

(Source: Digital Marketing Community)

Over one-third of B2B marketers say measuring conversion rates is the most important way to judge if a marketing strategy is working. 

22. 55.5% of organizations plan to increase their Conversion Rate Optimization (CRO) budget

(Source: CXL)

CRO is used by marketers to improve on the percentage of site visitors who make a purchase or become customers. Year-on-year, companies are increasing their spending on the use of CRO tools to boost sales.

23. B2B ecommerce sales are expected to outgrow B2C ecommerce sales in 2020. 

(Source: Big Commerce) 

B2B statistics reveal that the market is forecast to reach a whopping $6.6 trillion in 2020 despite a highly competitive B2C market fighting to maintain control.

24. 50% of B2B leads prefer to purchase via B2C platforms.

(Source: Ecommerce-Platforms)

Technological advancements have helped small businesses to simplify the creation of online retail stores. This rapid evolution of the B2C ecommerce industry has begun to draw customer’s attention away from traditional B2B retail platforms.

25. The number of online buyers are expected to grow to 2.14 billion by 2021.

(Source: Statista) 

This will represent an increase of approximately one-third from the 1.66 billion buyers estimated in 2017. The lead generation market size should grow in correlation with online buyer growth.

26. B2B digital commerce revenue is estimated to nearly double by 2020, accounting for almost half of all B2B revenue.

(Source: Accenture) 

An Accenture Interactive survey of over 1000 sales executives in the B2B market found evidence to suggest that digital commerce revenue will almost double in 2020.

Content Marketing Statistics

27. Highly successful marketers attribute 40% of their total marketing budget to content marketing.

(Source: Content Marketing Institute)

The 2018 B2B Content Marketing Report found successful marketers spend almost half their budget on content marketing. The average expenditure is around 26%, with the least successful respondents reporting spending only 14% on content-related marketing.

28. 91% of B2B marketers use content marketing to reach customers.

(Source: Content Marketing Institute)

Content marketing is one of the main tools used by the overwhelming majority of B2B marketers. It’s slightly higher than the rate indicated by B2C lead generation statistics, where 86% think content marketing is a key strategy.

29. 81% of adults in the US go online daily, with 28% online almost constantly.

(Source: Pew Research) 

The proliferation of smartphone usage means that almost a third of American adults report being online pretty much all the time. In the 18-29 year age group, roughly half say they are online constantly.

30. Social media is ranked as being responsible for 63.2% of online lead generation.

(Source: Digital Marketing Community)

A study of B2B marketing lead generation found that social media is now the number one driving factor behind success, accounting for over 63% of lead creation online. Email lead generation comes in at second place with 46.8%.

31. A captivating headline can draw 500% more traffic.

(Source: Wired) 

Research conducted by headline aggregator Upworthy found that a catchy headline is far more important than people think, potentially drawing five times more traffic. It can make all the difference in the world.

32. 89% of B2B marketers count Linkedin as their leading social channel.

(Source: DemandWave)

Developing LinkedIn lead generation is one of the most popular methods amongst B2B marketers. Twitter and Facebook came in a close second and third.

33. 69% of Twitter users have made a purchase due to a tweet.

(Source: Twitter) 

Statistics from Twitter indicate that nearly seven in ten users of the popular microblogging platform have purchased something at some point because of a tweet.

34. 93% of converted leads are contacted by the 6th call attempt. 

(Source: Velocify)

A lead generation industry report reveals that six call attempts are the perfect number, after which the possibility of conversion decreases rapidly. More than half of all conversions occur only after the first call. 

35. 53% of content marketers use interactive content to help generate leads. 

(Source: Content Marketing Institute)

Interactive content includes web elements that engage the customer, such as questionnaires, assessments, and cost calculators. These help to hold the attention of potential customers while advertising the product. 

36. 90% of customers say they find video helpful in forming their purchasing opinions.

(Source: Forbes) 

A further 64% of customers say they are more likely to buy a product if there is a video accompanying it.

37. Lead generation statistics reveal that only 50% of business landing pages are optimized for mobile phones.

(Source: Marketo) 

Additionally, well implemented landing pages have been estimated to help 68% of B2B businesses secure new leads.

Lead Generation Statistics - content marketing

Bottom Line

Lead generation is one of the most important tools businesses can use to convert customers into sales. Our incredible lead generation statistics reveal how turning an interested customer into an interested buyer is key to any business’s success. 

By analyzing these stats and developing a lead generation strategy, you can capitalize on this important marketing tool and take your business to the next level.


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