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53 Key Lead Generation Statistics for B2B Marketers: 2019 Analysis of Data and Market Share

Category: B2B News

We see lead generation becoming more sophisticated with marketers increasingly utilizing marketing software solutions in order to facilitate personalized and multi-channel customer interactions. With automation, mobile and AI technologies set to mature in the coming years, we can only expect more shifts and disruptions in the way we get leads.

To help you get up to speed with the latest in this industry, we have compiled some of the most essential lead generation statistics for B2B marketers this 2019. From B2B lead generation report forecasts to in-depth studies on channel effectiveness, we will provide you with all the information you need in order to keep up with the changing B2B marketing landscape.

key lead generation reports

General Lead Generation Statistics

More and more B2B businesses are realizing the different benefits that lead generation has to offer. As you’ll see in the statistics we’ve listed below, an increasing number of companies are putting more focus on their lead generation strategies in order to improve the quality of prospective clients they are attracting. In addition, B2B companies can expect to see more advanced software solutions as new tech such as big data, predictive analytics, artificial intelligence, and social media are paving the way for more proactive and personalized lead generation.

  • B2B companies with mature lead generation processes enjoy 133% more revenue compared to average companies. (Intellistart)
  • Having good lead generation practices allows businesses to have a sales quota achievement rate that is higher by 9.3%. (CSO Insights)
  • Companies using lead generation tactics have sales reps that spend 73% of their time selling while sales reps at companies without lead generation only spend 57% of their time for sales. (Marketo)
  • The biggest factors that will drive B2B marketing growth are big data, predictive analytics, artificial intelligence, and social media. (PwC)
  • 56% of organizations are exceeding their revenue goals because of effective lead generation efforts. (Demand Generation Marketing Survey, 2017)

Increasing Investment in Lead Generation

With the data we’ve mentioned, it comes as no surprise that the B2B lead generation market size is projected to grow consistently in the coming years. To prepare for this, B2B companies are increasing their budgets in order to capitalize on what these new lead generation tech have to offer. But this isn’t to say that B2B companies are going to simply invest their money on just any marketing tech.

Companies are becoming more selective as to the kind of platforms they spend their top dollar on. Moreover, they take the time to ask around as well as research thoroughly before making a purchase.

  • The B2B business information segment, which comprises the financial and marketing aspects of the industry, is estimated to hit $68.5 billion by 2022. (PwC)
  • Digital lead generation advertising spending is seen to hit $201 billion by 2023. (Statista)
  • 70% of companies say their demand generation budgets have increased while 34% say that they are expecting an increase in spending by 20% in the coming years. (Demand Generation Benchmark Survey)
  • 71% of marketers say that their allotted budget for lead generation will increase in 2019. Of these, 46% mentioned that the increase will be as high as 20%. (Demand Generation Report)
  • 53% of marketers say that over ½ of their budget is reserved for lead generation. (Share the Lead Generation Trend Report)
  • When choosing a software, marketers often make their decision based on referrals (55%), customer references (46%), media articles (38%), vendor-authored materials (38%), analyst reports (34%), crowdsourced reviews (27%), and information from salespersons (22%). (HubSpot State of Inbound)

app selling

With the advent of social media and the increased use of the internet, it has become more difficult to capture and retain the attention of consumers. In fact, since the beginning of the century, attention span has decreased by 33%.

This is why you’ll see that marketers are optimizing their lead generation tactics in such a way that they will tap their target audience in their preferred channels. For one, website optimization and content creation are utilized to hold the attention of higher quality leads. Some also utilize user reviews for lead generation as many buyers rely more on what their peers have to say about a product. There’s also a noticeable push for more quality instead of quantity. For that, learning more about the behavior of your customers through analytics and behavioral intelligence assumes a bigger role in your marketing efforts.

  • For B2B lead generation, the top 3 organizational objectives for content marketers are lead generation, sales, and lead nurturing. (Content Marketing Institute)
  • 85% of B2B marketers say that lead generation is their most important content marketing goal. (Content Marketing Institute)
  • When it comes to budgeting, marketers prioritize content creation (46%), online advertising (44%), public relations (44%), email marketing (35%), and traditional ads (34%). Social media (26%), website optimization (20%), marketing automation (18%), and SEO (11%). (Hubspot Demand Generation Marketing Survey)
  • B2B companies are now focusing on lead quality over lead quantity (73%), improving conversion rates (72%), generating increased lead volume (62%), and improving their ability to measure the marketing impact (61%). (Demand Generation Report)
  • The channels that marketers use most to attract leads are email (67%), website (60%), and search (50%). (Demand Generation Report)
  • A lead generation market research shows that the most effective channels for early-stage engagement are email (59%), search (56%), website (51%), social media (44%), online ads (27%), retargeting (19%), contact syndication (17%), telemarketing (14%), direct mail (7%), and predictive analytics (2%). (Demand Generation Report)
  • Some of the marketing strategies that successfully generated leads over the past few years are events (68%), webinars (61%), lead nurturing campaigns (57%), white papers (50%), case studies (50%), and videos (37%). (Demand Generation Report)

Most Effective Lead Gen Strategies

% Effectiveness




White Papers

Case Studies


Source: Demand Generation Report 2018

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The Role of Email in Reaching Potential Customers

Email is one of the most used communication channels today. Thus, it makes for a good way to reach your target audience. In fact, it remains as the most effective strategy in lead generation. As you’ll see in the data below, you can further boost the impact of your email campaigns if you start to segment and personalize them.

  • 79% of B2B marketers say that email is the most effective distribution channel for demand generation. It is followed by blogs and social media at 60% and 41% respectively. (Content Marketing Institute)
  • Email campaigns can yield a 17% open rate and 4% click-through rate. (Demand Generation Marketing Survey, 2017)
  • Segmented email campaigns can boost campaign revenue by 760%. (Campaign Monitor)
  • In 2018, marketers started leveraging data to personalize email content. (Statista, 2018)

Content Marketing for Lead Generation

In addition to email marketing, one of the best ways to attract the attention of potential clients is content marketing.

Let’s face it–consumers are getting tired of seeing ads. This is why an increasing number of businesses leverage content marketing strategies. This allows them to provide consumers with substantial landing pages or blog posts filled with useful information that they’d actually want to read. This way, you’ll have a better chance at engaging them and retaining their attention.

  • 90% of companies utilize content marketing to attract inbound leads. (Content Marketing Institute, 2016)
  • 62% of B2B businesses leverage strategic landing pages for lead generation. (Marketo)
  • Businesses can increase their leads by 55% if they increase the number of landing pages they have to a minimum of 15. (HubSpot, 2017)
  • 53% of content marketers leverage interactive content to generate more leads. (Content Marketing Institute)
  • Blogging allows you to have 434% more indexed pages and makes your websites and landing pages more visible on search engines. (HubSpot, 2018)

The Rise of Influencer Marketing

One of the increasingly popular lead generation strategies today is influencer marketing. Nowadays, consumers no longer trust ads and celebrity endorsements. Instead, they rely on influencers, bloggers, and YouTubers for their purchasing decisions. This is why many marketers are now focusing on building partnerships with these influencers. By doing so, they can reach a more targeted audience and generate higher quality leads.

  • 80% of companies believe that influencer marketing is an effective channel. (Mediakix, 2019)
  • 2/3 of marketers plan on increasing their budget for influencer marketing before the end of 2019. (Mediakix, 2019)
  • 42% of marketers have an always-on influencer marketing strategy. (State of Influencer Marketing, 2019)
  • 67% of businesses say that influencer marketing can help generate leads from more targeted demographics. (State of Influencer Marketing Study, 2018)
  • Almost 70% of marketers build partnerships with influencers to promote their content. Meanwhile 59% do so to help launch products. (Augure State of Influencer Engagement Report, 2015)

Lead Generation Strategies You Should Consider Changing

Of course, while there may be quite a few new lead generation strategies that would make great additions to your existing marketing efforts, there are also old ones that might no longer be worth your time or money. According to marketers, there are quite a few marketing tactics that may have been effective over the past few decades that are considered overrated today.

In addition, there are also strategies that are still considered effective today but require a bit more care during implementation. This is because they can have negative effects on your campaign when not planned thoroughly.

  • Only 18% of professionals believe that outbound practices can provide high-quality leads. (HubSpot State of Inbound)
  • A lead generation market report revealed that professionals deem paid advertising (30%), organic social media (14%), and online paid advertising (11%) as the most overrated marketing tactics. (HubSpot State of Inbound)
  • Marketers need to contact prospects at least 18 times to get a response. However,
    the call-back rates are below 1%. (TOPO Sales Development Technology Report, 2015)
  • The overall customer engagement rate that social media can generate is 0.58%. (OptinMonster, 2019)
  • As of 2019, 56% of email traffic end up in the spam folder. (Statista, 2019)
  • 1 in 7 consumers believe that half their emails are relevant to them. As a result, 59% end up unsubscribing from email lists of brands because of the frequency of their emails. (DMA Insights, 2019)
  • 21% of consumers mark unwanted messages from brands as spam instead of unsubscribing, causing negative effects on email marketing campaigns. (DMA Insights, 2019)

Most Overrated Lead Gen Strategies

% Effectiveness

Paid Advertising

Organic Social Media

Online Paid Advertising

Source: Demand Generation Report 2018

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Lead Generation and Technology Statistics

Technology is reshaping how businesses operate and their marketing processes are no exception. As we move forward into the future, we’ll see lead generation rely more on automation and artificial intelligence. What’s more, we can expect marketing efforts to be monitored and evaluated more closely using data analytics.

With that said, now might be the time to invest in marketing automation tools so as not to lag behind your competition. But of course, as you integrate more modern software solutions into your workflows, it is also best that you put focus in retraining your marketers so that they may maximize your new investments.

  • The top tech investments for marketers are account-based tools (49%), multi-channel lead nurturing (41%), content syndication (37%), retargeting (37%), marketing automation (33%), predictive lead scoring (29%), content measurement (34%), attribution modeling (30%), and data enrichment (28%). (Demand Generation Report)
  • Among the tech that marketing leaders use for their operations are CRM software (68%), mobile campaign management (68%), marketing automation software (67%), social listening (67%), Internet of Things (66%), and artificial intelligence (51%). (Salesforce)
  • The annual marketing automation spending of companies is forecasted to hit $25.1 billion by 2023. (Forrester Research)
  • Lead management automation can boost revenue by 10% within 6 to 9 months. (Strategic IC)
  • 79% of top-performing companies utilize marketing automation. (Venture Harbour)
  • Companies are also considering leveraging chatbots as it can deliver $8 billion in cost savings by 2022. (Juniper Research, 2017)
  • 80% of companies intend to use chatbot automation by 2020. (Oracle)

top technology investments

Lead Generation Challenge Statistics

Lead generation may have become faster and more efficient thanks to the availability of various marketing platforms. However, there are still plenty of internal and external factors that marketers should be wary of. Modern marketing strategies rely heavily on data and the utilization of new tech—all things that require budget and support from executives. What’s more, new approaches to lead generation need a more hands-on effort that might potentially spread your workforce too thin.

  • 61% of professionals say that lead generation is their biggest marketing challenge. (HubSpot State of Inbound)
  • Lead generation is difficult due to insufficient time for all marketing tasks (48%), poor/undefined sales processes (33%), lack of quality leads (33%), and lack of budget (23%). (Bop Design)
  • Marketers say that the biggest barrier to successful B2B lead generation is lack of resources such as staff and funding (61%), lack of quality data to drive campaigns (42%), insufficient customer insights (38%), limited ability to develop content (37%), and lack of alignment between sales and marketing (35%). (Share the Lead Generation Trend Report)
  • Despite the popularity of mobile marketing, many professionals (49%) still don’t know what role it plays in their campaigns. (Share the Lead Generation Trend Report, 2015)

The Increasing Cost of Acquiring Customers

You will likely notice that the cost of acquiring prospective clients is becoming higher. So, choosing which leads to focus on and where you source your leads is more crucial than ever.

  • Lead generation market statistics reveal that the average cost that B2B companies spend per lead is $198.44. (Demand Generation Marketing Survey)
  • The average cost per lead (CPL) in 2019 are now $811 for events, $110 for SEM, $92 for content creation, $75 for LinkedIn ads, and $73 for affiliate marketing. You should also expect to spend $72 per lead if you use webinars, $53 per lead for marketing campaigns, and $31 per lead for SEO. (VisitorQueue, 2018)
  • A B2B lead generation report revealed that companies with revenue under $500 million spend $180/lead while organizations that yield higher revenues spend $430/lead. (Demand Generation Marketing Survey)

Biggest Lead Gen Challenges

% Challenge

Not having enough time or being spread too thin

Poor/undefined sales process

Lack of quality leads

Lack of budget

Keeping up with technology

Source: Bop Design, 2018

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Tech and Multi-Channel, Key to Lead Generation

B2B products and services won’t go out of style. However, your marketing strategies may if you fail to adapt to the changing B2B landscape.

As you have read from the B2B lead generation statistics we’ve compiled, it’s becoming trickier to attract customers and hold their attention. If you truly want to grow your business with lead generation, you will have to start relying on technology and rolling out a more multi-channel approach to marketing. Through automation, AI, and analytics, you can make workflows faster and understand your target audience better.

However, before you start purchasing different software solutions, be sure to do your due diligence in researching what tools you will need for your specific workflows. Moreover, you need to allocate quite a lot of time and effort to learn them and implement them properly. After all, if you haphazardly invest in new lead generation tools, you might end up wasting your hard-earned money than improve your marketing efforts.

Hopefully, with our list of lead generation statistics, you were able to get a better grasp of the state of the industry as well as how marketers are adapting to the changes. This way, you can start gauging which tactics will work well with your business model, plan out your strategies, and remain on top of your game no matter the shifts in the B2B marketing landscape.

You can further hone your knowledge on lead generation to help you optimize your current marketing efforts; we highly recommend you check out our compilation of lead generation best practices as well.

By Nestor Gilbert

Senior writer for FinancesOnline. If he is not writing about the booming SaaS and B2B industry, with special focus on developments in CRM and business intelligence software spaces, he is editing manuscripts for aspiring and veteran authors. He has compiled years of experience editing book titles and writing for popular marketing and technical publications.

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