Top B2B Lead Generation Statistics 2024: What’s Hot and What’s Not On  B2B Leads and Conversion Rates

Discover the latest B2B lead generation statistics and trends;

A robust lead generation strategy is essential for business growth. By implementing effective lead generation tactics, you can significantly enhance the quality of your leads and drive more conversions. 

Lead generation is the process of attracting and converting potential customers into leads. These leads are individuals or businesses who have shown interest in your product or service and have provided their contact information, such as email address or phone number. Lead generation aims to build a pipeline of qualified prospects that your sales team can nurture and convert into paying customers.

That’s why understanding the latest B2B lead generation statistics is key. They are a game changer when it comes to building a winning strategy.

Key B2B lead generation statistics (Editor’s Pick)

• 50% of marketers prioritize lead generation in their marketing campaigns.
• Organizations generate 1,877 leads per month on average.
• 68% of B2B marketers use landing pages to generate leads.
• 61% of B2B marketers say high-quality leads are the biggest challenge.
• 47% of marketers use LinkedIn to generate leads, and 45% of them gain customers through the platform.
• Only 56% of B2B companies verify business leads before passing them to the sales team.
• 27% of B2B leads are sales-ready when first generated.
• 80% of new leads never turn into sales.
• 74% of companies say converting leads into customers is their top priority.
• 65% of businesses say generating traffic and leads is their biggest challenge.
• 63% of consumers requesting information about a company will not purchase for at least 3 months.
• 56% of leads aren’t ready to buy yet.

General B2B Lead Generation Statistics

1. Global B2B Lead Generation Market Takes Off: The global B2B lead generation industry is witnessing explosive growth, expanding from $2.4 billion in 2023 to a projected $6.5 billion by 2032. This translates to a remarkable 11.8% annual growth rate. The market encompasses regions like Asia Pacific, North America, Latin America, Europe, and the Middle East & Africa. (Source)
2. B2B Lead Generation Prioritization: While building brand awareness and increasing sales are common marketing goals, lead generation remains a top priority for half of all marketers, according to HubSpot’s State of Marketing report. (Source)
3. The B2B Marketing Boom: U.S. B2B advertising and marketing spending is on a tear, reaching a staggering $59.5 billion in 2024 and projected to balloon to over $69 billion by 2026 with a gain of nearly $10 billion in just two years. (Source)

4. Digital Dominance: In 2024, B2B companies in the U.S. invested an estimated $18.3 billion in digital advertising. This robust market is expected to grow even further, reaching a projected $23 billion by 2026. (Source)
5. Lead Quality and Quantity in B2B Content Measurement: A recent survey found that over half of B2B marketers have used the quantity and quality of leads to assess their content performance in the past year. However, quality of leads emerged as a slightly more popular metric, with 52% of marketers adopting it compared to 57% using quantity of leads. (Source)
6. B2B Trade Shows Rebound: The U.S. B2B trade show market has demonstrated a strong recovery, surpassing pre-pandemic levels and reaching $15.78 billion in 2024. This positive trajectory is expected to continue, with the market projected to reach $17.3 billion by 2028. (Source)
7. B2B Prioritizes Lead Gen: B2B companies understand the importance of lead generation, dedicating a significant 36% of their marketing budget to it, compared to the 32% allocated by mainstream businesses. (Source)
8. High-Quality Leads Drive B2B Success: A study revealed that top-performing B2B companies excel at generating high-quality leads, outperforming their peers by a factor of 2.5. This superior ability to attract qualified leads directly translates to a higher return on investment (ROI). (Source)
9. Content Marketing on the Rise: A recent survey revealed a growing trend among B2B marketers, with over two-fifths planning to increase their investment in content marketing within the next year. Notably, more than one in ten anticipate a significant expenditure boost of over 9%. (Source)
10. Prioritizing Lead Quality in B2B Content Evaluation: When evaluating content performance, B2B marketers overwhelmingly favor lead quality as a key metric, with 60% relying on it the most. Quantity of leads, while still relevant, was used by 34% of marketers as their primary metric. (Source)
11. A Clear Advantage in Lead Generation: B2B leaders are outperforming mainstream companies when it comes to lead generation capabilities, particularly in areas like cost and ROI measurement (41% vs. 14%), planning and strategy (54% vs. 21%), account-based marketing (50% vs. 20%), and lead volume (38% vs. 15%). (Source)

12. Continued Growth in B2B Marketing Technology Spending: U.S. B2B marketers continued to invest significantly in marketing technology, with spending increasing by 12.7% in 2023 to reach $7.68 billion. This upward trend is projected to persist, with spending expected to exceed $8.7 billion in 2024. (Source)
13. Rising Investment in B2B Marketing Data: The importance of data-driven marketing is evident in the growing investment in B2B marketing data. Spending is anticipated to increase by 2.5% in 2024, reaching $3.8 billion, and then climb further by nearly 4% in 2025, reaching $4 billion. (Source)
14. Offline B2B Marketing Gains Momentum: Traditional offline B2B advertising and marketing in the U.S. experienced a resurgence in 2024, reaching $39.1 billion. This upward trend is anticipated to persist, with spending expected to increase steadily to $42 billion by 2026. (Source)
15. High-Volume Lead Generation in Demand: The hunger for leads is real. A staggering 58% of surveyed B2B businesses aim to generate a massive 1,000+ online leads every month, highlighting the strong desire for high-volume lead capture. (Source)
16. E-commerce Boom in Manufacturing: The digital transformation of the U.S. manufacturing industry accelerated in 2022, as B2B e-commerce sales surged by 15% to reach $623 billion. This marked a substantial increase from the previous year’s $543 billion, highlighting the growing adoption of online platforms for business-to-business transactions. (Source)
17. Marketing Investment Disparity Between B2B Product and Service Companies: A recent survey of U.S. marketing leaders revealed a notable difference in marketing investment between B2B product and service companies. Product companies allocate an average of 9.4% of their revenues to marketing, significantly outspending service companies, which allocate an average of 6.3%. (Source)
18. North America Leads the Charge: In 2023, North America dominated the B2B lead generation services market. This dominance can be attributed to the region’s cutting-edge digital infrastructure, substantial investments in technology, and the presence of numerous leading tech companies. The United States, a major hub for B2B commerce, stands out as a pioneer in adopting lead generation services and driving market expansion. (Source)
19. High Conversion Rates in the Legal Services Industry: The legal services industry has established itself as a leader in B2B conversion rates, demonstrating exceptional effectiveness in converting leads into paying customers. (Source)

Inter-industry comparison of B2B lead conversion rates

No.	B2B Industry	Average Conversion Rate
1.	Legal services	7.4%
2.	HVAC services	3.1%
3.	Staffing & Recruiting	2.9%
4.	Higher Education & College	2.8%
5.	Real Estate	2.7%
6.	Industrial IoT	2.6%
7.	Oil & Gas	2.5%
8.	PCB Design & Manufacturing	2.4%
9.	Financial services	1.9%
10.	Heavy Equipment	1.7%
11.	Transportation and Logistics	1.4%
12.	Software Development	1.1%
13.	B2B SaaS	1.1%

Technology Impact on B2B Lead Generation Statistics

20. AI Driving Growth in B2B Lead Generation Services: The B2B lead generation services market is poised for growth, fueled by the integration of artificial intelligence. AI enables companies to analyze customer behavior in real-time, tailor their services to individual businesses, and improve overall results. (Source)

21. Chatbots Boosting B2B Lead Generation: B2B marketers leveraging chatbots have reported substantial increases in lead generation. Nearly a quarter saw a double-digit boost, with 26% experiencing a 10-20% increase and 15% achieving a remarkable 30% or more. These results underscore the effectiveness of chatbots as a lead-generation tool. (Source)
22. Chatbots, A Versatile Tool for B2B Marketers: A survey revealed that B2B marketers utilize their demand generation programs for various purposes. The most common uses include gaining a better understanding of their audience (57%), generating new leads (55%), and educating prospects (43%). This demonstrates the versatility of chatbots in supporting diverse marketing objectives. (Source)
23. Generative AI: A Game-Changer for B2B Content: B2B marketers identify content creation and personalization as the areas where generative AI-powered tools offer the greatest potential. A vast majority, 94%, see these tools as valuable assets for enhancing their content strategies. (Source)
24. Marketers’ Optimism About AI in B2B Marketing: A significant majority of marketers, 85%, expressed confidence in the positive impact of AI on B2B marketing in the year 2023. This reflects a growing recognition of AI’s potential to transform the industry. (Source)

Lead Generation Channels (B2B lead Generation Statistics)

25. Digital Channels Dominating B2B Revenue: U.S. B2B companies were increasingly turning to digital channels for revenue and lead generation. Online sources were projected to generate 56% of revenue by 2025, a significant leap from 34% in 2021, indicating a rapid shift towards digital sales. (Source)
26. Supplier Websites and B2B Marketplaces Lead the Way: A 2023 survey of U.S. businesses revealed a strong preference for shopping through supplier websites/apps and B2B marketplaces. These channels emerged as the most popular options for making business purchasing decisions. (Source)

27. Websites and blogs are the primary lead generation: Websites and blogs are the primary lead generation channels for most marketers, with 90.7% and 89.2% utilizing them respectively. (Source)
28. Digital Channels Drive B2B Sales: In 2023, digital channels were poised to account for a growing portion of B2B sales, increasing from 12.2% in 2020 to 14%. Online channels played a pivotal role in the B2B customer journey, with a significant number of U.S. buyers utilizing search engines for product discovery and browsing online marketplaces, even if the final purchase was made offline. (Source)
29. Content Marketing Delivers Results for B2B: Content marketing proved its worth for B2B businesses in 2023, with nearly 60% of marketers reporting a direct impact on sales and revenue. This represents a substantial increase of 16% compared to the previous year. (Source)
30. Virtual Events and Website/SEO: B2B marketers have identified virtual events and website/SEO as the most effective channels for generating high-quality leads. These strategies consistently deliver superior results in attracting qualified prospects. (Source)
31. Video and Podcast Marketing: Video and podcast marketing have yet to gain widespread adoption among B2B marketers. Only 31% view these channels as important, suggesting that they remain relatively underutilized strategies. (Source)
32. Social Media Marketing: Social media marketing has faced challenges in generating high-quality leads. A significant portion of B2B marketers, 16%, reported that it does not yield satisfactory results. (Source)
33. Paid Ads and Social Media: Despite their popularity, paid ads and social media contribute a relatively small portion to B2B website traffic, lead generation, and sales. In the e-commerce sector, their contribution falls below 20%. (Source)
34. Organic Search Reigns Supreme in B2B Lead Generation: When asked about the most effective sources for finding leads, B2B marketers overwhelmingly chose organic search, with 42% selecting it as their top choice. Paid search and paid social followed, but at a significant distance with 15.6% and 14%, respectively. (Source)
35. Content Marketing Builds Brand Reputation and Drives Leads: A vast majority of B2B marketers, 84%, attributed their brand’s reputation building to content marketing. Additionally, three-quarters credited content marketing with driving customer interest and leads, while over 60% found it effective in fostering stronger relationships with their target audience. (Source)

36. LinkedIn Reigns Supreme in B2B Social Media: A global survey of large B2B content marketers in 2023 identified LinkedIn as the most valuable organic social media platform, with 79% of respondents citing it as such. Facebook, YouTube, and Instagram followed, while Twitter and TikTok lagged behind with less than 10% of respondents recognizing their value. (Source)
37. Email and Website/SEO: For B2B marketers, email marketing and website/SEO are the cornerstone channels in their current strategies, with a vast majority, 83%, considering each one crucial. Content marketing and social media marketing also hold significant value, with 75% and 74% of marketers, respectively, deeming them important. (Source)

The Future B2B Lead Generation Statistics

38. AI-Generated Marketing Messages on the Rise: Large organizations increasingly turn to artificial intelligence to generate outbound marketing messages. By 2025, it’s estimated that 30% of these messages will be AI-generated, a significant leap from less than 2% in 2022. (Source)
39. B2B Leaders Prioritize Marketing Investment: B2B leaders are more likely to increase their marketing budgets than mainstream companies. A substantial 72% of B2B leaders plan to boost their spending next year, while only 51% of mainstream companies intend to do the same. Moreover, a smaller proportion of B2B leaders expect their budgets to remain stagnant or decrease, with 24% and 4%, respectively. (Source)

Challenges and Solutions (B2B Lead Generation Statistics)

40. Lead Quality: A 2024 survey highlighted lead quality as a significant challenge for B2B companies. A substantial 40% of respondents cited it as one of their top three challenges, indicating a significant increase from previous years. (Source)
41. Lead Quality and Generation: In 2023, B2B marketers faced significant challenges in improving lead quality and conversion rates, with 54% identifying it as a major hurdle. Generating more leads was also a challenge for 41% of marketers. (Source)
42. The Importance of Lead Nurturing: While over 35% of B2B marketers have developed lead nurturing strategies, a significant portion of new leads, around 80%, fail to convert into sales. Companies that effectively nurture leads, however, can generate 50% more sales-ready leads at a 33% lower cost. (Source)
43. Attracting Quality Leads: Nearly half of B2B content marketers identified attracting quality leads as a significant challenge. This highlights the need for effective content strategies to capture the attention of target audiences. (Source)
44. Nurturing Leads for Maximum Impact: A significant portion of your latest marketing campaign leads, nearly two-thirds, are primed to make a purchase or hire your company. However, to fully capitalize on this opportunity, 73% of these leads require nurturing through various channels, including phone calls, texts, emails, and in-person meetings. (Source)
45. Demonstrating Marketing Value:  A survey of U.S. B2B marketing decision-makers identified misaligned marketing and business goals, lack of measurement capabilities, and difficulty in translating marketing metrics into business insights as the top obstacles in demonstrating marketing value. To address these challenges, organizations must foster alignment between marketing and sales, invest in robust measurement tools, and develop data-driven insights to showcase the impact of marketing efforts. (Source)
46. Room for Improvement in B2B Lead Nurturing: Over half of B2B professionals believe their lead nurturing strategies need improvement, while another quarter consider them to be merely average. This suggests that there is a significant opportunity to enhance lead nurturing processes and deliver a more effective buyer experience. (Source)

47. Key KPIs for B2B Content Marketing: A 2023 global survey of B2B marketers identified conversions (73%), email engagement (71%), and website traffic (71%) as the top KPIs for measuring content marketing performance. These metrics are essential for assessing the effectiveness of content in driving business objectives. (Source)
48. Content Marketing Driving Business Success: B2B marketers worldwide have leveraged content marketing to achieve significant business outcomes. Over 80% reported increased brand awareness, while 76% saw improvements in lead generation and demand. Additionally, 50% noted growth in customer loyalty, demonstrating the versatility of content marketing. (Source)
49. Marketing Automation Boosts Qualified Leads: Businesses that have implemented marketing automation have experienced a remarkable 451% increase in leads that meet qualification standards. This highlights the power of automation in driving lead generation and improving lead quality. (Source)
50. Prioritizing Lead Generation and Quality: Generating more leads and improving lead quality and conversion rates were among the top priorities for B2B marketers in 2023. Nearly half of marketers focused on lead generation, while 46% prioritized enhancing lead quality and conversion. (Source)
51. The Underutilized Power of Appointment Setting: While 90% of B2B marketers recognize the effectiveness of appointment setting in generating leads, only 21% consider it a critical part of their strategies. This suggests a significant opportunity to leverage appointment setting to drive lead generation and sales. (Source)
52. Personalized Outreach and Empathy Drive B2B Lead Generation: A survey of U.S. marketing decision-makers revealed that personalized outreach and understanding buyer challenges are the key drivers of successful B2B lead generation. This emphasizes tailoring engagement strategies to individual buyers and demonstrating empathy for their needs. (Source)
53. Negative B2B E-commerce Experiences: A global survey revealed that a significant number of B2B buyers have had negative experiences on B2B e-commerce sites. Nearly 24% reported a very negative experience, while another 15% had a somewhat negative one. (Source)
54. Overcoming Challenges in Account-Based  Marketing: A survey of U.S. B2B marketers identified the top challenges in implementing account-based marketing: a lack of internal expertise, buyer interest, and unclear best practices. To overcome these challenges, organizations must invest in training, develop effective buyer engagement strategies, and establish clear guidelines for their account-based marketing initiatives. (Source)

B2B Lead Generation Trends (B2B Lead Generation Statistics)

1. Interactive and Immersive Content: A New Dimension of Engagement

Interactive and immersive content redefines customer experiences. Virtual reality (VR) transports users to simulated 3D environments, while augmented reality (AR) overlays digital elements onto the real world. IKEA’s AR app allows customers to visualize furniture in their homes, boosting satisfaction and reducing returns. This innovative approach demonstrates the power of interactive content to drive engagement and conversions.

2. Omnichannel Communication: A Seamless Customer Journey

Omnichannel communication ensures consistent and cohesive customer interactions across multiple channels. By integrating email, social media, text messages, and chatbots, businesses can reach customers where they prefer. For example, a customer who expresses interest in a product might receive follow-up emails, text messages, and targeted social media ads. This holistic approach fosters engagement and provides a seamless customer experience, ultimately leading to increased retention and sales.

3. Personalized Experiences: A Key to Sales and Loyalty

Tailoring messages and offers to individual preferences is a powerful lead-generation technique. 75% of marketers recognize the pivotal role of personalization in driving sales and repeat business. By leveraging audience insights, businesses can deliver highly relevant content and offers. For instance, a hiking gear company can send targeted promotions to outdoor enthusiasts. Netflix exemplifies this strategy by recommending shows and movies based on viewer history, enhancing engagement and satisfaction.

Conclusion 

By analyzing these top B2B lead generation statistics, businesses can gain a critical advantage by identifying what’s working and what’s not. Ultimately, staying informed about these trends is not just beneficial, it is vital for creating a successful and cost-effective lead generation strategy in the coming year. Use these insights to refine your approach and achieve remarkable results.