56 lead generation statistics and trends

If you’re running a growth-focused B2B company, you already know that lead generation isn’t just another checkbox in your marketing strategy – it’s the engine driving your sales and revenue.

But in a market where competition is fierce, buying cycles are long, and decision-makers demand more value than ever before, are your lead-generation efforts truly delivering?

The truth is that most businesses are leaving opportunities on the table. From misaligned strategies to missed follow-ups, the roadblocks to successful lead generation are plenty – but they’re also avoidable.

Here, we share the most compelling B2B lead generation statistics alongside exclusive Sopro research and expert analysis, breaking things down into practical takeaways you can apply to your business today. Looking to move the needle? You’re in the right place.

Our top 10 B2B lead generation statistics for 2025

Short on time but hungry for results? We hear you.

Let our lead generation experts share their top, must-know statistics and trend insights for the year ahead.

Multi-channel marketing campaigns achieve a 31% lower cost per lead (CPL) than single-channel outreach. → Read more
In the last year, 45% of businesses reported struggling to generate enough leads. → Read more
Marketing teams must consider more stakeholders than ever before when nurturing leads, as over 1 in 5 businesses now have six or more people in their decision-making unit (DMU). → Read more
84% of marketers leverage on-site form submissions to convert leads. → Read more
Lead quality is one of the biggest marketing challenges faced by B2B companies, with 42% of businesses reporting on issues related to low-quality or irrelevant leads. → Read more
68% of marketers say social media has helped them generate more leads, and paid campaigns can amplify results even further. → Read more
Lead nurturing tactics must appeal to more emotion-driven prospects, with over half of B2B buyers (52%) now driven by personal rather than professional drivers. → Read more
The B2B landscape is more competitive than ever, with 45% of vendors saying they faced increased competition in 2024. → Read more
Content marketing is one of the most effective ways to generate leads, with over three-quarters (76%) of marketers using high-quality content to reach prospects. → Read more
Nearly three-quarters (73%) of B2B buyers say email is their favourite way of hearing from sellers. → Read more

The state of B2B lead generation: An overview in numbers

Generating enough leads was a significant marketing challenge for nearly half (45%) of B2B businesses in 2024

Sopro’s State of Prospecting research revealed that close to half of B2B professionals felt generating enough leads to meet their sales targets was a real challenge in 2024. This is likely due to longer sales cycles and increased competition.

But while times might be tough, that doesn’t mean opportunities aren’t there – provided businesses have the right lead generation tactics.

91% of marketers say lead generation is their most important goal for the year ahead

There are no two ways about it: lead generation is crucial for driving business growth, as it directly impacts sales pipelines and revenue generation. This high percentage reaffirms its significance in marketing strategies and suggests increased investment in lead generation efforts across B2B industries.

96% of website visitors aren’t ready to buy on their first visit

This statistic underscores the mission-critical importance of effective lead nurturing – the art of guiding prospects from awareness to action over a series of calculated touchpoints. Most B2B website visitors need convincing that product X or solution Y is right for them before committing to a purchase.

"In B2B, a website visit is just one touchpoint on a long and nuanced journey. The real work lies in building trust and delivering value over time via multi-channel messaging, transforming curiosity into confidence before a prospect is ready to commit." Steve Harlow, CSO at Sopro

80% of new leads never translate into sales

This reality highlights why B2B teams should focus on quality over quantity. Without the right processes to qualify and nurture leads, marketers could waste valuable time and budget. Talk about a sub-par ROI.

The most important metrics to track when monitoring website performance are sales, leads and conversions

According to HubSpot’s research, 31% of web analytics professionals consider sales, leads, and conversion rates to be the most important metrics to track when assessing their site’s performance.

The takeaway? Vanity metrics are so last year – bottom-line business growth is where their priorities lie.

63% of leads enquiring about B2B services won’t convert for at least three months

We know that B2B sales cycles are longer than your average lap around the track, but market conditions only extend timelines further. Knowing this, growth-hungry businesses must invest patiently in data-driven, high-quality sales engagement strategies that keep prospects moving through the funnel over prolonged periods.

Nearly half (45%) of B2B vendors report facing increased competition in 2024

The B2B landscape is becoming more crowded, with vendors vying for attention in saturated markets. This growing competition means it’s no longer enough to rely on basic lead generation tactics. Businesses must differentiate themselves by creating highly targeted campaigns, personalising their approach to prospects, and demonstrating clear value.

Companies with the best lead nurturing strategies generate 50% more sales-qualified leads (SQLs) at a 33% lower cost

Better results for less money? Yep, you read that right. Exceptional lead nurturing isn’t just about sending follow-up emails – it’s about guiding your leads with the right content at the right time.

Businesses that excel in nurturing use strategies like segmented email campaigns, personalised touchpoints, and automated workflows to build stronger relationships with prospects. The result? Higher conversion rates and reduced acquisition costs.

Multi-channel marketing campaigns achieve a 31% lower cost per lead (CPL) than single-channel outreach

Sopro’s State of Prospecting 2025 research revealed that single-channel lead generation campaigns are more expensive per lead than multi-channel alternatives. By diversifying your approach, you spread acquisition costs across channels and improve efficiency. Importantly, though, think about how you can align messaging across platforms while leveraging each channel’s strengths.

Over half (53%) of marketers spend at least 50% of their budget on lead generation

This stat underscores a simple truth: if you’re not committing resources to lead generation, you’re unlikely to achieve meaningful growth. Strategic investment here pays off by delivering qualified opportunities (not lukewarm leads with limited potential) to your sales team.

Statistics on B2B lead generation challenges

In 2024, 45% of B2B companies reported that generating enough leads was their biggest challenge

Let’s be honest: getting traffic is tough, and converting it into genuine leads is even tougher. If B2B teams aren’t battling this challenge head-on, their competitors are already one step ahead.

Sometimes, calling in reinforcement from B2B lead generation experts is the best way to engineer success by plugging resource gaps and adding money-can’t-buy experience into the pot.

41% of marketers struggle to follow up with leads quickly

B2B decision-makers are a busy bunch! Sure, we all know the phrase “slow and steady wins the race”…but in B2B lead gen, speed really does matter. If you’re not the first to engage and follow up, you’re likely the last to close. Automate (where appropriate), prioritise, streamline, and make your follow-up game unbeatable.

45% of B2B vendors say they faced increased competition in 2024

Are you standing out or blending into the crowd? The truth is that the lead generation game has levelled up from where it was two-to-three years ago, and the same-old strategies no longer cut the mustard. Landscapes are becoming more crowded, and attention is harder to win, meaning brands must establish robust authority within their markets and trust from their target audiences to see results.

44% of sales reps are too busy to follow up with all their leads

What’s the cost of leaving warm leads unattended? Probably more than you’d like to admit. If your sales team is stretched too thin, it’s time to assess your lead management process.

Can you implement automation or outsource initial qualification to a partner agency? By streamlining this step, your sales team can focus on closing deals rather than chasing dead ends.

Poor lead quality is one of the top complaints from sales reps (42%) handling inbound leads

There’s no quicker way to derail sales and marketing alignment than by passing over unqualified leads – Sopro surveys revealed nearly half of reps list it as a top complaint!

However, this frustration can be resolved by implementing stricter qualification criteria and ensuring alignment on lead definitions. Consider investing in CRM tools or lead scoring systems to evaluate prospects based on their readiness to buy.

Fewer than one in five (18%) of marketers don’t know how much each lead costs their company

If businesses aren’t tracking their cost per lead (CPL), they’re essentially throwing darts in the dark when it comes to optimising lead generation budgets.

Without a team-wide understanding of these numbers, it’s impossible to evaluate whether money is being spent wisely…potentially leading to wasted resources and missed opportunities to scale strategically.

Statistics and insights by lead generation channel

Content marketing lead generation statistics

76% of B2B marketers use content to generate leads

Content is king – and for good reason. For B2B companies, producing valuable, relevant content tailored to your audience’s pain points can be a powerful lead magnet. Are you creating the types of content your audience needs to convert?

We’re talking educational blogs, whitepapers, case studies, scroll-stopping videos, and webinars. Focus on content that establishes authority while guiding prospects through the funnel.

B2B companies that don’t blog generate 33% fewer leads than those that do

B2B lead generation is a long game. It’s not a case that your target audience engages with your offering once and is ready to sign on the dotted line. Not even close. Cultivating a strategy-led blog that shares genuinely insightful content from your experts can hit prospects right at the top of the sales funnel.

Plus, with robust SEO foundations in keyword research and search intent, you can attract organic, non-branded traffic to your site, positioning your brand as a trusted voice.

Articles (76%), eBooks (41%), and videos (59%) are the top content types for top-of-the-funnel (ToFu) engagement

If you’re looking to diversify your content mix but boost engagement, start with white papers or eBooks for thought leadership. These make excellent lead magnets, too, with gated downloads to capture content information from site visitors. High-quality, insightful blog posts are ideal for extending your brand’s organic presence online and putting your name in front of relevant targets.

77% of sales reps are frustrated by outdated sales and marketing content

Nothing dials down the engagement meter like sales assets that are well past their sell-by dates. Modern B2B buyers expect high standards and flawless resources that resonate with them specifically. Content has the power to convert, but it can do more harm than good if it’s riddled with out-of-date information.

Marketers get 66% more qualified leads through video marketing

Video marketing is a game-changer for capturing attention and building trust with potential leads. Formats like product demos, customer testimonials, or educational explainers can engage viewers on a deeper level than text or static visuals. It’s also highly shareable, increasing your reach and visibility.

Go deeper…

B2B cost per lead by channel and industry

An in-depth meta study on average B2B cost per lead benchmarks

Email-only campaign lead rates are 29% lower than last year

One thing is sure: standing out in saturated B2B markets is harder than ever, and generic AI-enabled emails just don’t deliver.

Sopro’s State of Prospecting research shows that to make an impact; businesses need to lean into personalisation…even humanisation…when crafting emails that form part of more holistic, multi-channel prospecting campaigns.

Only one in five marketing emails are opened on average

In reality, only 20% of marketing emails are opened by recipients, which means crafting curiosity-provoking subject lines is key to boosting open rates. To maximise performance further, regularly A/B testing subject lines and content to find what resonates best with audiences is key.

73% of B2B buyers still say that email is their preferred method of outreach

Sopro asked B2B buyers how they like to be contacted by vendors, and nearly three-quarters of respondents cited email as their favourite channel.

Caveat this with the statistic showing how email-only campaigns are performing worse year-on-year, and we have our business case for multi-channel, personalised outreach that leverages cross-platform engagement,

Lead generation emails perform best at 11am on Thursdays

Timing is everything. Sending emails at 11 am on Thursdays aligns with when professionals are most likely to check their inboxes – after morning meetings or tasks but before the midday rush and the post-lunch slump.

Plus, Thursdays are often considered a decision-making day, so it’s the ideal time for reaching prospects who are wrapping up their week and planning ahead.

[Insert table of the best and worst times to send lead generation emails]

80% of businesses state that email marketing automation improves their lead generation efforts

Automated email workflows enable businesses to send timely, personalised messages based on user behaviour, ensuring no lead falls through the cracks. Whether it’s a welcome sequence, abandoned cart reminder, or drip campaign tailored to a prospect’s interests, automation saves time while keeping your brand top-of-mind.

The real recipe for success, though? A fusion of technology and teamwork – bringing automation together with human insight to craft the perfect email lead gen campaigns.

68% of marketers say social media marketing has helped them generate more leads

With billions of active users, social media offers unmatched potential for lead generation. Focus on platforms where your audience is most active (for B2B, LinkedIn is your go-to), and create shareable, engaging content that captures their attention. Paid campaigns can amplify these efforts further.

89% of B2B marketers use LinkedIn to generate leads, and 62% confirm its effectiveness

LinkedIn is where your prospects are networking and seeking industry solutions. But are you leveraging LinkedIn ads, outreach campaigns, and top-quality content to reach (and engage) decision-makers? If not, you’re missing out on a goldmine of potential B2B leads.

Over half (52%) of marketers use social media to promote key landing pages on their websites

Social media isn’t just about brand awareness – it’s a direct pipeline to drive targeted traffic to your website’s landing pages. Platforms like LinkedIn, Facebook, and Instagram allow marketers to share compelling posts or ads that link directly to pages optimised for lead generation, such as sign-up forms, gated content, or demo requests.

53% of B2B marketers actively use LinkedIn or other social media platforms to identify prospects and source contact details

With advanced search features, industry-specific groups, and the ability to connect directly with decision-makers, LinkedIn offers unparalleled opportunities for prospecting.

Sopro’s research shows that if you’re not leveraging LinkedIn (and its premium features like Sales Navigator) to build your contact list, you’re likely missing out on warm, data-rich opportunities that can fuel your pipeline.

Social media marketers with 5+ years of experience report better lead generation results than newer marketers

Expertise matters. If your social efforts aren’t delivering, it might be time to upskill your team or bring in specialists who know how to navigate complex algorithms and optimise campaigns for results.

Statistics on B2B lead nurturing and conversion rates

84% of marketers use form submissions to convert leads

Form submissions are a tried-and-tested way to capture contact information. But the secret to success lies in simplicity. Are your forms easy to complete, and do they offer clear value to your prospects in return, such as access to gated content or exclusive offers? Optimising form design and placement can significantly boost conversion rates from on-site landing pages.

73% of leads are not ready to make a purchase upon first interaction with a brand

We know that B2B sales cycles are long, and this statistic consolidates that. To convert these leads, implement nurturing strategies like drip email campaigns, retargeting ads, or personalised outreach. The key is staying relevant and top-of-mind as they progress through their buying journey, researching and evaluating before making decisions.

Over half of B2B buyers (52%) are now being driven by personal rather than professional drivers

The line between professional and personal motivations is blurring for B2B buyers. Decisions are increasingly influenced by factors like personal values, risk aversion, or a desire for simplicity, alongside traditional business goals like cost and efficiency. This shift means that B2B marketers must appeal not just to a buyer’s logic but to their emotions and individual priorities.

One in five businesses now have six or more people in their decision-making unit (DMU)

The B2B buying process is becoming more complex, with larger decision-making units (DMUs) that include diverse stakeholders. This trend seen in Sopro’s prospecting research highlights the importance of understanding each persona in the buying group, from executives to end-users and tailoring your messaging to address their unique concerns and priorities.

50% of leads that convert do so more than 90 days after receiving the initial prospecting email

Sure, some leads are hot right from the word go, but this is rarely the case…especially in B2B. Sopro’s research shows that 50% of conversions happen more than 90 days after the business sends its first prospecting email, highlighting just how important patience is in prolonged sales cycles. A lack of immediate engagement isn’t a “no”; it’s more a “not right this second”.

Nurtured leads make 47% larger purchases than non-nurtured leads

Nurturing isn’t just about conversion – it’s about maximising deal size. By educating your leads on the full range of your solutions, you can encourage them to commit to larger purchases. Tailor your lead nurturing content to showcase premium options and cross-sell opportunities.

Sales reps spend, on average, 8% of their time prioritising leads

We get it (trust us), sales teams are results-oriented and time-poor…and that’s just on the weekends! According to Salesforce data, sales reps spend the same amount of time prioritising leads as they do generating the leads in the first place.

Effective lead scoring models can help streamline this process and give reps more time to dedicate to nurturing the biggest opportunities.

28% of all prospecting leads come from the first follow-up email

Don’t stop after email number one! Sopro’s analysis of 97 million emails shows that 25% of leads come from the initial email, while the first and second follow-ups generate 28% and 27%, respectively.

The takeaway? Disregarding the importance of nurturing leads could mean your business is only positioning itself to capture a quarter of its potential.

Looking to the future: Emerging lead generation trends and tools

Each year, B2B companies are spending less on marketing activities like lead generation

In a September 2024 survey, CMOs from for-profit companies reported that, on average, 7.7% of their firm’s revenue was allocated to marketing activities (the lowest amount since August 2018).

Over 60% of marketers say that their customer acquisition costs (CACs) have increased in the past three years

To counter rising CACs, focus on strategies that improve lead quality and conversion rates, such as refining your targeting, investing in content that addresses buyer pain points, and nurturing leads with personalised follow-ups. Scaling efforts like automation and multi-channel outreach can also help stretch your budget further.

Nearly one quarter (24%) of marketers report that business leaders act on gut instincts when making decisions

In a data-driven world, it’s surprising that gut instincts still play such a significant role in decision-making. This reliance on intuition can lead to missed opportunities or misallocated resources, especially in the complex B2B space.

Sopro’s advice? Leverage calculated, emotion-oriented storytelling to captivate audience imaginations and craft narratives that resonate with prospects on a personal level.

49% of marketing professionals plan to increase their investments in virtual reality (VR) and augmented reality (AR)

Lead generation strategies have left the one-dimensional world behind, with marketers seeking new and exciting ways to create multi-sensory, experiential engagement opportunities for prospects.

91% of marketers believe that marketing automation is essential for nurturing leads

Trying to achieve more with less means marketing teams are busier than ever, but automation can ensure no lead slips through the cracks. This makes delivering timely, relevant touchpoints that move prospects closer to conversion easier. If your nurturing efforts feel scattered, automation can bring the structure you need to drive results.

AI tools have helped to democratise account-based marketing (ABM)

What was once the exclusive domain of the resource-rich, ABM is now more accessible than ever. Businesses of all sizes can execute highly targeted campaigns with precision and efficiency, using AI to analyse data at scale and recommend tailored messaging that resonates with decision-makers.

If ABM previously felt out of reach for your team, it’s time to explore AI-driven platforms to level the playing field and drive meaningful results.

The power of personalisation is growing

In an era where generative AI can be used to churn out nameless, faceless messaging between vendors and buyers, true power lies in the capacity to get personal.

No, we don’t mean picking on your prospect’s insecurities when generating leads; we mean tailoring your outreach to address each recipient individually. Reference prior points of contact, do your homework before hitting send and make that extra effort to show you’re as invested as you want your leads to be.

Don’t believe us? Sopro’s research into types of email subject lines found that B2B buyers are more likely (66%) to open personalised emails than any other.

That was a lot of numbers…what’s next?

Great question.

Ultimately, opportunities come to those who go out and grab them by the ba…horns. Talking about statistics and data insights can only get you so far; at some point, you have to take action and catalyse the change you want to see.

At Sopro, we know a thing or two about B2B lead generation. In fact, our teams have been providing expert lead generation services for close to a decade, helping ambitious businesses in all industries reach their growth potential.

If you’re looking for a standout B2B lead generation agency with the skills, experience and tenacity needed to bring your business’s ideal customers knocking on your door, get in touch and let’s get to work.

FAQs about lead generation

What KPIs should you track for lead generation?

Focus on what truly moves the needle:

Lead volume – Are you bringing in enough leads to hit your targets?
Lead quality – Quantity is pointless if they’re not converting.
Conversion rates – How well are you turning leads into customers?
Cost per lead (CPL) – Are you spending wisely or just throwing money at the wall?
Time to conversion – The quicker, the better (provided your pipeline is equipped to handle it).

These KPIs aren’t just numbers – they’re your guide to smarter decisions and better results.

What is lead scoring in lead generation?

Lead scoring is your shortcut to efficiency. It’s about ranking leads based on their likelihood to convert. High scores? They’re hot prospects. Low scores? Maybe nurture them a bit more.

Factors like demographics, behaviours, and engagement level help you prioritise your sales team’s efforts on the leads most likely to bring in revenue. Simple, powerful, and absolutely essential.

What are the most common problems in B2B lead generation?

Here are the lead generation challenges we find B2B companies encounter most:

Low-quality leads – You’re attracting interest, but not from decision-makers.
Misaligned sales and marketing – One hand doesn’t know what the other is doing.
Lack of follow-up – Leads grow cold faster than you think.
Overreliance on a single channel – Diversity is your safety net, so explore multi-channel campaigns to protect your pipelines.
Weak messaging – If your value isn’t clear, don’t expect them to care.
These issues kill pipelines, but solving them puts you ahead of the competition.

What is the difference between demand generation and lead generation?

Think of demand generation as the spark and lead generation as the fire.

Demand generation builds awareness and gets your audience intrigued.
Lead generation captures that interest and turns it into actionable contacts.
One feeds the other, but they’re not the same.

Demand generation sets the stage; lead generation closes the deal. Together, they’re a business development powerhouse.

Does lead generation fall under sales or marketing?

Both, but here’s the breakdown:

Marketing creates the leads that capture the attention
Sales converts those leads into revenue

They’re two sides of the same coin. If they’re not aligned, you’re leaving money on the table.

What is inbound lead generation?

Inbound lead generation is like a magnet for your business. Instead of chasing prospects, you create valuable content and experiences that pull them to you. Think blogs, guides, and webinars. It’s all about earning trust and getting prospects to come knocking on your door, ready to engage.

Methodology and sources

Sopro conducted proprietary research as part of The State of Prospecting 2025 report. Insights and findings from that research related to B2B lead generation have been compiled here, along with data from other sources, to form a complete collection of lead generation statistics.