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10 B2B Lead Generation Statistics Every B2B Business Should Know

Generating leads is a critical aspect of any B2B business's success. Lead generation refers to the process of identifying potential customers and capturing their information, such as their name, email address, and job title, so that they can be contacted and nurtured into becoming paying customers.

Here are 10 lead generation stats every B2B business should know, with data from HubSpot and other sources:

  1. The average cost per lead for B2B companies is $343 (HubSpot, 2020).

  2. The use of landing pages can increase conversion rates by up to 50% (Unbounce, 2020).

  3. Email marketing has an average ROI of 122% for B2B businesses (Campaign Monitor, 2019).

  4. Personalised emails have a higher open rate than generic emails, by up to 50% (Campaign Monitor, 2019).

  5. B2B companies that regularly create and publish blog content generate 67% more leads per month than those that don't (HubSpot, 2020).

  6. Social media platforms, particularly LinkedIn, are effective for B2B lead generation, with 80% of B2B leads generated from LinkedIn (HubSpot, 2019).

  7. Offering lead magnets, such as ebooks or webinars, can increase conversion rates by up to 33% (OptinMonster, 2019).

  8. Referral marketing can generate high-quality leads with a close rate of up to 50% (ReferralCandy, 2020).

  9. Webinars can be an effective way to generate leads and increase conversions, with attendees converting at a rate of up to 40% (GoToWebinar, 2020).

  10. The use of account-based marketing (ABM) strategies can help target high-value accounts and generate more leads, with ABM campaigns seeing a 20% higher conversion rate than traditional lead generation campaigns (HubSpot, 2020).

In conclusion, lead generation is a crucial aspect of any B2B business's success. By implementing a well-rounded lead generation strategy and utilising various tactics, businesses can increase the number of leads generated, reduce the cost per lead, and improve the quality of leads, leading to higher revenue and success.


  • HubSpot. (2020). The B2B Marketing Data & Statistics You Need to Know in 2020. Retrieved from

  • Unbounce. (2020). Landing Page Conversion Rate: The Ultimate Guide. Retrieved from

  • Campaign Monitor. (2019). The Ultimate Guide to Email Marketing Metrics. Retrieved from

  • OptinMonster. (2019). 11 Lead Magnet Ideas & Examples to Grow Your Email List Fast. Retrieved from

  • ReferralCandy. (2020). The Ultimate Guide to Referral Marketing. Retrieved from

  • GoToWebinar. (2020). The Power of Webinars for Lead Generation. Retrieved from



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