62 LinkedIn lead generation statistics

Kit Smith

Posted on

May 13, 2025

Reading Time

24 minutes

Category

LinkedIn marketing

In this blog

Top 10 LinkedIn lead generation statistics
LinkedIn user stats
LinkedIn user demographics
LinkedIn engagement statistics
Lead generation on LinkedIn
LinkedIn lead generation statistics by industry
Sopro’s predictions for lead generation activities on LinkedIn
Methodology and sources

Looking for the ultimate hangout spot for intentional decision-makers and high-quality leads? LinkedIn is where it’s at.

As the go-to business development and networking social platform, LinkedIn has cemented its place as a powerhouse for B2B lead generation. It has the numbers to back it up, too… according to HubSpot, LinkedIn is 277% more effective for lead generation, outperforming social media platforms like Facebook and X.

Here, Sopro’s B2B experts analyse the latest LinkedIn lead generation statistics, from conversion rates to user engagement. We reveal detailed LinkedIn B2B lead generation insights to help you sharpen your strategy. So, if you’re ready to level up your lead game and create the perfect link-up, let’s get down to business.

Pssst…interested in lead generation trends beyond LinkedIn? Relax, we’ve got you covered. Check out our complete list of B2B lead generation statistics for full industry visibility.

LinkedIn user stats

This infographic shows key LinkedIn user statistics as listed in the copy below. These stats include that LinkedIn has more than 1 billion users across 200 different countries and regions. The graph also shows that LinkedIn generated nearly $70 billion in revenue in 2024 - this is depicted by a stack of dollars.

1. Over half (53%) of B2B marketers use LinkedIn to identify prospects and source contact details

Contrary to popular belief, LinkedIn isn’t just for job updates. In fact, Sopro’s State of Prospecting research reported that more than half of B2B marketers are using LinkedIn for lead generation to spot their next big lead.

As a B2B lead generation agency, we know how important it is to find the right contact. With LinkedIn, it just got easier–no detective work required. Prospects? Found them.

3. LinkedIn has a user base of more than one billion across 200 different countries and regions in 2025

Considered the top professional networking platform in the world, LinkedIn has attracted over a billion users across 200 countries and regions. As the go-to for businesses looking to build their brand image and connect with industry peers, its global reach surpasses that of similar platforms.

3. LinkedIn generated nearly $70 billion in revenue in 2024

LinkedIn goes beyond just connecting professionals – it also fuels business growth. In 2024, the platform saw a 12% increase in annual revenue when it generated almost $70 billion (equivalent to just over £53 billion).

Its steady success comes as no surprise, as LinkedIn is where connections turn into opportunities, brand visibility increases, and engagement drives real results.

4. Over 69 million businesses and 139,000 schools have LinkedIn accounts

LinkedIn goes beyond just individual professionals posting career updates. LinkedIn offers a global stage for organisations to shine, whether you’re a B2B demand generation agency looking to build your brand through forging new connections or a school expanding its network.

5. There are over 175 million premium users on LinkedIn – about one in five users on the platform

By the end of 2024, LinkedIn had more than 175 million premium users. This means that almost every one in five (17.5%) business professionals is willing to invest in more exclusive opportunities.

Whether it’s getting their hand on more advanced insights or utilising tools designed to give them a competitive edge, marketers are expanding their reach with more targeted advertising.

6. LinkedIn has seen a 50% increase in premium subscribers over the past two years

In such a competitive setting, businesses are constantly looking to pull something new out of the bag. It’s no wonder that LinkedIn has seen a 50% increase in premium subscribers over the past two years – proof that professionals are hungry for more than just the basics.

7. Two-fifths (40%) of active monthly users use LinkedIn on a daily basis

LinkedIn continues to prove that its users don’t visit based on convenience or subscribe to the ‘when I have time mentality.’ Two in five professionals use it daily to stay updated and actively engage in content with the possibility of seizing new leads and opportunities.

8. LinkedIn received over 1.7 billion site visits in February 2025

Having racked up an impressive number of visitors, LinkedIn has proven itself as the hotspot where thought leaders and professional networkers gather to share insights and expand their reach to a wider audience. With businesses making big moves and sparking insightful conversations, LinkedIn is the place to be.

9. There are 260 million monthly users on LinkedIn searching for jobs, this equates to 65 people per week

Not only do a whopping 260 million users flock to LinkedIn monthly in search of job opportunities, but with so many professionals on the hunt, the platform is where major deals can be born.

10. Since 2017, the number of companies on LinkedIn has surged by 283%, rising from 18 million to 69 million

This explosive growth in the number of businesses on LinkedIn – nearly quadrupling in just eight years – highlights just how essential the platform has become for organisations looking to build their brand presence.

So…the platform’s booming. But what does that actually mean for your lead generation game? For starters, it signals that the platform is more competitive than ever, with more businesses vying for visibility. To stand out, your LinkedIn strategy needs to be bulletproof—built around proven lead generation best practices to maximise your ROI.

11. LinkedIn has more than 575 million professionals, including 2.8 million decision-makers and 260,000 C-suite executives

Without needing to brag, LinkedIn prides itself on offering a vast pool of talent, influence, and expertise all in one place. It’s a central hub where some of the biggest minds from every industry come to share ideas and build connections, making it a platform with the potential to shape the future.

LinkedIn user demographics

1. The United States has the highest number of LinkedIn members, with over 234 million users.

The U.S. remains a key player on LinkedIn, with over 234 million members. Due to its large workforce, many employers use LinkedIn for lead generation and recruitment.

2. The Asia-Pacific region has the highest LinkedIn membership globally, with over 326 million members

Almost a third of LinkedIn’s members are located in the Asia-Pacific region. With rapid economic growth, an increase in digital literacy, and a strong cultural focus on nurturing relationships, it’s no surprise that so many people in the region are using LinkedIn to their advantage.

LinkedIn is also available in over 10 Asia-Pacific languages, making it an accessible and relevant platform for users in the region.

3. 57% of LinkedIn users are male, while 43% are female as of February 2025

Almost three in five LinkedIn users are male, making up over half of the platform’s total members. However, there isn’t a drastic gender imbalance, as over two-fifths of users are female.

Studies suggest that women are less likely to shout about their achievements and qualifications on LinkedIn, which can impact their ability to network with others and be granted opportunities. So, if you’re reading this and you’re a female, go and tell your LinkedIn connections how amazing you are!

4. Men aged 25 to 34 have the highest global presence on LinkedIn

More than a quarter (26.8%) of LinkedIn’s members are men aged between 25 and 34. This is followed by females in the same age group, who account for over a fifth of the LinkedIn community.

On the flip side, just 2.2% of men and 1.1% of women on LinkedIn are over the age of 55! This clear age divide is more than just a fun fact – it’s a reminder that B2B market segmentation matters. Tailoring your outreach strategy based on demographics like age can significantly improve engagement and relevance.

Age group	Percentage of global ad audience who are female	Percentage of global ad audience who are male
18 to 24	12.5%	16.2%
25 to 34	20.5%	26.8%
35 to 54	9.0%	11.7%
55+	1.1%	2.2%

5. Nearly half (47%) of LinkedIn users worldwide are 25 to 34-year-olds

The 25 to 34 age group dominates the LinkedIn community, accounting for almost half of its total users. Studies suggest that many people in this age group are in the early to mid-stages of their careers, making LinkedIn a valuable tool for growing their networks, seeking new opportunities, and advancing their careers.

Age group	Distribution of LinkedIn users worldwide
18 to 24	28.7%
25 to 34	47.3%
35 to 54	20.7%
55+	3.3%

6. Over 20% of people aged 18 and above around the world have an account on LinkedIn

Around the world, over one in five people over the age of 18 have a LinkedIn account, showing how useful the platform can be, no matter your age. Connecting with people of all ages and nationalities can be incredibly valuable, whether you’re using LinkedIn for lead generation, recruitment, or seeking new work opportunities.

7. 61 million users are senior-level influencers, 40 million of which are in decision-making positions

Senior-level influencers account for 61 million of LinkedIn’s total users, with almost two-thirds of these in decision-making positions. Plenty of people on the platform could influence certain processes within their company, such as selecting new recruits or choosing a new B2B email marketing agency to work with.

8. The professional services industry is the most represented on LinkedIn, with over 233 million members

Over 233 million LinkedIn users are in the professional services industry, accounting for a fifth of the platform’s total members. As this industry offers services rather than physical products, LinkedIn is a great tool for helping professionals connect with potential clients.

9. One-third of LinkedIn users had a bachelor’s degree or equivalent in the U.S., while 18% had a master’s degree or equivalent in February 2025

Many of LinkedIn’s American members have received some form of higher education, which allows them to showcase their formal qualifications on their profiles and open themselves up to new business-related opportunities.

A third of the platform’s users in the States hold a bachelor’s degree or equivalent, while almost one in five hold a master’s degree or equivalent.

10. LinkedIn is available in 36 languages, making it accessible to a diverse global audience

LinkedIn is committed to being a widely accessible platform for users worldwide. As such, the platform is available in 36 languages, including Arabic, Danish, French, German, Spanish, and both Simplified and Traditional Chinese.

LinkedIn engagement statistics

1. LinkedIn’s average engagement rate is 2.8%

Engagement rates are among the most important metrics to track when analysing your company’s social media performance. LinkedIn’s average engagement rate is 2.8%, which falls within the recommended range of 1% to 5%.

2. LinkedIn had an average visit duration of 10 minutes and 48 seconds in February 2025

In February 2025, LinkedIn users visited the platform 1.77 billion times, with an average visit duration of 10 minutes and 48 seconds. This is an increase of 2.33% since January, when 1.75 billion visits were made.

3. LinkedIn received an average of 7.98 page visits per person in a single session in February 2025

LinkedIn members visited an average of 7.98 pages in a single session in February 2025. This suggests that the platform is providing its users with valuable and relevant content, causing them to access multiple pages on the site.

People are enjoying the content, too. In the same month, LinkedIn’s bounce rate was 30.45%, which falls within the recommended benchmark of less than 40%.

4. Over three-quarters (78%) of users consume content on LinkedIn to keep up with industry news, while 73% use it to discover new ideas

LinkedIn has many uses, with over three-quarters of members using it to stay on top of industry news and discover fresh ideas. For businesses, B2B lead generation on LinkedIn has become even more sought-after – especially as users can tailor their newsfeeds to show industry-specific updates, trends, and insights that help drive smarter decisions and meaningful connections.

5. Live videos on LinkedIn receive 24 times more engagement than static posts, while video posts get five times more

Video-formatted content is incredibly popular on Linkedin, with video posts receiving five times more engagement than static posts. Live videos are even more effective, receiving a huge 24 times more engagement.

If you’re not posting video content, you’re missing out on the chance to build those personal, authentic connections with your network. After all, who doesn’t want to gain trust, make new connections, and see those sweet referrals and repeat business roll in?

6. Companies that post weekly on LinkedIn see twice as much engagement in their content

Consistency counts.

Brands that show up at least once a week on LinkedIn see two times the engagement on their posts – a clear signal that regular, relevant content pays off. If your company’s been lurking rather than leading, it’s time to start showing up.

7. Using images in your LinkedIn posts typically results in double the comment rate

Want more conversations in your comments section? Add visuals.

LinkedIn statistics have shown that posts with images on LinkedIn earn twice as many comments as those without. A well-placed graphic or data visualisation could be the difference between being scrolled past and sparking a dialogue.

8. The middle of the workweek (Tuesdays to Thursdays), sees the highest levels of engagement on LinkedIn

When it comes to posting on LinkedIn, timing matters. Tuesdays to Thursdays – specifically during business hours – deliver the most value for your content budget. That’s when professionals are switched on, scrolling, and ready to engage.

9. LinkedIn posts generally receive more engagement between 7 a.m. and 4 p.m. on weekdays, with peak activity during mid-morning (10–11 AM) and lunchtime (12–1 PM)

Want your posts to land in front of decision-makers when they’re most active? Aim for mid-morning or lunch hour. Engagement peaks between 10–11 AM and again from 12–1 PM – prime time to make an impact while your audience is caffeinated and curious.

10. Weekends, especially Saturdays, see the lowest engagement

Thinking of posting on Saturday? Think again.

LinkedIn engagement dips over the weekend, especially on Saturdays when professionals unplug. Save your best content for the midweek window when your audience is most active and receptive.

11. Content published from a LinkedIn Creator’s account sees 30% more engagement

Personal brand power is real. Posts from LinkedIn Creator accounts enjoy 30% higher engagement on average. Proof that people connect more with people than companies. If you’ve got insights to share, Creator Mode can help amplify your voice.

12. Over two-thirds (70%) of people access LinkedIn via a mobile device

70% of LinkedIn users are scrolling on their phones. If your content isn’t mobile-friendly, short, sharp, and scroll-stopping, you’re losing out. Optimise for mobile, and you’ll meet your audience where they actually are.

13. Over 280 billion feed updates are viewed annually on LinkedIn

LinkedIn’s feed sees 280 billion views every year. That’s not just noise – it’s a massive opportunity. The challenge? Cutting through it. Insightful, timely content gives you the edge in a crowded scroll.

Lead generation on LinkedIn

1. Nearly nine in every 10 (89%) of B2B marketers use LinkedIn for lead generation

LinkedIn isn’t just a small part of the B2B toolkit. It can provide endless opportunities. With 89% of B2B marketers using the platform for lead generation, it’s clear that this is where serious prospecting happens.

When it comes to driving leads, LinkedIn doesn’t just compete with other social media platforms. It dominates. At 62%, it generates more than double the leads of any other social space. Don’t get left behind. If you’re not leveraging it, then your competition probably is.

3. Over four-fifths of marketers have reported that LinkedIn has been their most successful platform for B2B marketing

Over 80% of marketers agree that LinkedIn delivers on B2B marketing. Whether it’s lead generation, brand building, or sparking real business conversations, this platform consistently delivers B2B results.

4. Four out of five people on LinkedIn “drive business decisions”

80% of LinkedIn’s users influence buying decisions within their company. That means every scroll is a potential step closer to your next client if your content and outreach are sharp, relevant, and targeted.

5. 85% of B2B marketers believe that LinkedIn delivers the best value for their organization compared to platforms like Facebook and YouTube

B2B budgets go further on LinkedIn than on many other social platforms. Over four-fifths of marketers say it offers the best value compared to platforms built for broader audiences. This may be because the outreach is specialised, not scattergun, and that precision pays off.

6. LinkedIn is 277% more effective for lead generation than Facebook and X

Looking for ROI? LinkedIn delivers more than just value per lead. When it comes to lead gen, it outperforms Facebook and X by a massive 277%.

7. 40% of B2B marketers rate LinkedIn as the most effective channel for driving high-quality leads

With lead generation, quality often matters more than quantity. On this, LinkedIn leads, with two in five B2B marketers saying it’s the most effective channel for landing leads that convert.

8. LinkedIn received over 587 million visits through organic traffic in 2024

Over 587 million organic visits to the site mean people are actively seeking insights, solutions, and connections on LinkedIn. Prospects are waiting there, and your next opportunity could come from there.

9. 40% of LinkedIn visitors regularly engage with a page organically each week

Four in 10 of LinkedIn’s visitors regularly engage with business pages, with no ad spend required. Consistent content still wins on this platform, and leveraging this could result in high-value leads.

10. LinkedIn’s average conversion rate for Lead Gen Forms is 13% – significantly higher than the industry-wide average of 2.35% for landing pages

Forget landing page drop-offs. LinkedIn Lead Gen Forms have a 13% conversion rate – more than five times the industry average. This means that one in seven prospects will convert.

11. With a global traffic rank of #29 on Semrush, LinkedIn ranked comfortably within the top 30% of the world’s 100 most-visited websites in February 2025

LinkedIn isn’t just a professional platform; it’s a global giant. In terms of traffic, it ranks #29 worldwide and #23 in the US, meaning it’s a serious player in digital visibility and somewhere where your brand wants to be.

12. LinkedIn is uniquely suited for B2B lead gen, and the results demonstrate it; cost per lead is 28% lower than Google AdWords

Every B2B company wants smarter spending and better results. LinkedIn’s CPL is 28% lower than Google AdWords’, showing just how cost-effective it is for targeted B2B campaigns.

13. A third of brands (33%) have seen an increase in purchase intent from ad exposure on LinkedIn

Awareness is just the start of lead generation. One in three brands saw increased purchase intent from LinkedIn ads because the right message on the right platform moves buyers closer to “yes.”

14. Audiences exposed to brand and acquisition messages on LinkedIn are six times more likely to convert

Exposure to both brand and acquisition messaging on LinkedIn makes audiences six times more likely to convert than without it. Imagine your conversion rates increasing by that amount. That’s not a small lift; it’s a leap.

15. Marketers see up to double the conversion rates on LinkedIn

Across the board, conversion rates on LinkedIn can double those of other platforms. If you need results that actually move the needle for your B2B business, and you’re not active on LinkedIn, let this be your sign.

16. LinkedIn was rated the #1 platform for B2B lead generation

If you’ve read the other LinkedIn lead generation statistics, there are no surprises here. LinkedIn continues to hold the crown as the go-to platform for B2B lead gen, with results to back it up at every stage of the funnel.

17. Brands see an increase of up to three times more in their brand attributes when advertising on LinkedIn

We’re talking about a real boost in how your brand is perceived: more trustworthy, more credible, more ‘we-know-our-stuff.’ These brand attributes aren’t just nice-to-haves—they shape how your audience remembers you and decides whether you’re worth their time (and money).

On a platform built for professionals, that perception can be the difference between a scroll-by and a message in your inbox. Now, let’s turn those connections into conversions.

18. LinkedIn received nearly $6 billion in ad revenue in 2024

Last year, LinkedIn generated almost $6 billion (roughly £4.5 billion) in ad revenue. This is partially due to LinkedIn’s position as a valuable B2B marketing tool, enabling its users to experiment with different ad formats, access audience insights, and target their specified audience.

LinkedIn lead generation statistics by industry

1. The IT industry had 30 million LinkedIn users in 2024

The IT industry is one of the biggest on LinkedIn, with 30 million users as of 2024. The platform is the perfect place if you’re looking to position your brand and gather potential prospects within the sector.

As an IT lead generation agency, Sopro understands that you need more than just a list of contacts. This concentrated audience presents a major opportunity to drive targeted outreach and high-quality leads.

2. There were 16 million LinkedIn users in the computer software space in 2024

In 2024, LinkedIn had 16 million software development professionals. While this number isn’t as lofty as the IT industry’s, it still shows that it’s the place to be if you want to connect with SaaS professionals and engineers.

We’re a SaaS lead generation agency that knows exactly how to help businesses leverage LinkedIn to connect with a highly skilled, niche audience actively engaging with industry content and opportunities. Request a demo from our team of B2B SaaS experts to find out how we can use social prospecting to grow your business.

3. Users in the staffing and recruiting sector made up two million LinkedIn profiles

LinkedIn is a hotspot for recruiters, with two million users within the industry. For B2B companies offering HR technology, staffing tools, or back-office support, the platform is perfect for finding a hyper-engaged audience.

It’s also an essential tool for any staffing and recruiting lead generation agency, like ours, looking to connect with professionals who are actively hiring, networking, and growing their talent pipelines.

4. Eight million LinkedIn users were working in telecommunications in 2024

If your company sells telephone infrastructure and communication tools, get on LinkedIn. With eight million telecommunications professionals on the platform in 2024, you’re bound to find some ideal prospects. As a telecommunications lead generation agency, we also use LinkedIn to connect with key industry players, so we understand just how important it is for our clients.

5. 97% of B2B marketers utilise LinkedIn for their content marketing efforts

With LinkedIn being the go-to platform for B2B marketers, it’s no surprise that 97% use it to promote their content. Why? As recent LinkedIn B2B marketing statistics show, it attracts a professional audience that is actively seeking insights, solutions, and strategic partnerships.

6. LinkedIn had one million marketing users in 2024

From launching campaigns to sharing thought leadership, marketers see LinkedIn as more than just a social platform – it’s their professional playground.

As a B2B multi-channel marketing agency, we know just how unique LinkedIn’s opportunities can be when it comes to reaching targeted audiences. In fact, around one million users on the platform come from marketing backgrounds.

7. There were 16 million advertising LinkedIn users in 2024

In 2024, 16 million advertising professionals called LinkedIn home. Beyond networking, the platform offers something rare in digital marketing: a high-intent, professional audience.

With firsthand experience as a marketing and advertising lead generation agency, we know that LinkedIn is a goldmine for connecting brands with decision-makers. With such access, advertisers are spoilt for choice when it comes to reaching the right people.

8. LinkedIn had 36 million users in the financial services sector in 2024

As of 2024, 36 million LinkedIn users in the financial services industry had made their mark on the platform. Whether sharing valuable insights, connecting with clients, or showcasing their expertise, LinkedIn has become the hot new location for finance professionals.

For a financial services lead generation agency like Sopro, LinkedIn is a key channel for tapping into this engaged audience.

9. 30 million technology, information, and internet users were on LinkedIn in 2024

Over 30 million users in the Internet industry are tapping into LinkedIn’s vast network. After all, where better to connect with decision-makers than the world’s largest professional network?

LinkedIn offers businesses a prime opportunity. As an internet lead generation agency, we know what it takes to reach key stakeholders and drive meaningful engagement.

10. The design services industry saw eight million LinkedIn users in 2024

Though not quite as dominant as users in the other major industries, users in the design services industry also ensure they benefit from LinkedIn.

By 2024, eight million of them were on the site looking to share their creative expertise – a trend that hasn’t gone unnoticed by any design services lead generation agency aiming to connect creatives with the right opportunities.

Sopro’s predictions for lead generation activities on LinkedIn

This final infographic highlights Sopro's predictions for the future of LinkedIn lead generation activities. These predictions include that AI-powered targeting will improve the quality of lead generation and that video content will dominate engagement strategies.

1. AI-powered targeting will enhance the quality of lead generation

Although AI is already reshaping lead generation, it’s expected to significantly enhance the quality and efficiency of the process in a few ways. Using AI-powered targeting could mean smarter audience segmentation, as AI can analyse large amounts of behavioral and demographic data more efficiently. It can also identify high-intent prospects more accurately,

AI can also help shape lead generation through personalised content delivery. This allows for more tailored messaging, improving engagement and conversation rates. Other ways include real-time optimisation and predictive analytics.

2. Embedded lead generation tools will continue to outperform traditional landing pages

Thanks to a more seamless user experience, embedded lead generation tools are more likely to outperform traditional landing pages, especially social platforms. For example, LinkedIn Lead Gen Forms tend to have higher conversion rates, which could be because users don’t have to leave the platform.

Additionally, since lead generation tools often require fewer clicks and come with pre-filled user information, they can significantly boost lead volume, making them a more efficient alternative to traditional landing pages.

3. Video content will dominate engagement strategies

As LinkedIn has already proven, video content is far more likely to receive attention, especially live video, which attracts 24 times more engagement than static posts. Videos consistently outperform other types of content, especially when it comes to views, shares, and time spent.

More social media platforms are also prioritising video content, as it keeps users on the platform longer. Let’s just say it’s become the preferred format by algorithms. Moreover, short-form videos are more digestible and allow for stronger and more persuasive storytelling, which helps build a better connection with their audience.

Methodology and sources

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

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