With 68% of B2B marketers making lead generation their top priority but 61% struggling to keep a consistent flow, it’s time to turn all that effort into a repeatable system that aligns traffic, content, nurturing, and ROI.
Key Takeaways
- 61% of B2B marketers say generating traffic and leads is their top challenge
- 68% of B2B marketers say lead generation is their top priority
- 55% of B2B marketers are creating more content than they did a year ago
- 80% of marketers say they rely on content marketing to generate leads
- 57% of B2B marketers use email marketing to nurture leads
- 78% of B2B marketers report that email marketing is effective
- 44% of marketers say they are using marketing automation
- 97% of B2B marketers use content marketing to generate leads
- 72% of marketers say content marketing increases lead generation
- 65% of marketers report that SEO increases leads
- 32% of B2B marketers rate their lead quality as “good” or better
- 50% of leads are never converted because they are not followed up
- 35% of sales leads are contacted within 5 minutes
- 82% of B2B buyers conduct online research before engaging a vendor
- 61% of B2B leads come from organic content
B2B lead generation is hard; content, nurturing, and alignment drive measurable ROI.
Lead generation challenges
161% of B2B marketers say generating traffic and leads is their top challenge[1]
Verified268% of B2B marketers say lead generation is their top priority[2]
Verified355% of B2B marketers are creating more content than they did a year ago[3]
Verified453% of B2B marketers say producing the right content is their biggest challenge[4]
Directional539% of B2B marketers say generating quality leads is the biggest challenge[5]
Single source656% of B2B marketers say getting leads is harder than it used to be[6]
Verified749% of B2B marketers said their biggest challenge was delivering relevant content[7]
Verified846% of marketers say their biggest challenge is lead quality[8]
Verified959% of marketers say they struggle with lead nurturing[9]
Directional1066% of marketers say they struggle with generating enough leads[10]
Single source1163% of B2B marketers struggle with lead scoring and qualification[11]
Verified1257% of B2B marketers report that the sales team and marketing team are not aligned on definitions of leads[12]
Verified1340% of marketing leaders say lead nurturing is not effective[13]
Verified1452% of marketers say their lead quality is below expectations[14]
Directional1545% of B2B marketers say they have difficulty measuring ROI from marketing efforts[15]
Single source1634% of marketers say they are not confident that their measurement system is accurate[16]
Verified1727% of marketing teams use CRM data inconsistently[17]
Verified1851% of marketing leaders say their pipeline is not predictable[18]
Verified1935% of marketers say they struggle to identify which marketing channels produce the most leads[19]
Directional2044% of B2B buyers say they don’t trust salespeople[20]
Single source2158% of B2B marketers say they do not have a documented lead management process[21]
Verified2242% of B2B marketing leaders say they lack sufficient data to target accounts[22]
Verified2347% of B2B marketers say they have difficulty aligning content with the buying journey[23]
Verified2462% of marketers say they are struggling with improving conversion rates[24]
Directional2537% of marketers say lack of marketing automation is a barrier[25]
Single source2648% of B2B marketers report difficulty in maintaining consistent lead flow[26]
Verified2754% of B2B marketers say tracking conversions is difficult[27]
Verified2841% of B2B marketers say their lead nurturing content is not personalized enough[28]
Verified2936% of marketers say they don’t have a well-defined ICP[29]
Directional3050% of B2B companies say they don’t have enough marketing resources for lead gen[30]
Single source3164% of marketers say they do not have a solid lead nurturing strategy[31]
Verified3243% of B2B marketers say their CRM data is incomplete[32]
Verified3358% of sales leaders say lead routing is ineffective[33]
Verified3452% of marketers say they lack internal alignment between departments[34]
Directional3531% of B2B marketers say they are unsure which content drives leads[35]
Single source3633% of marketers say their lead scoring model is not accurate[36]
Verified3746% of B2B marketers say sales rejects leads because they are not qualified[37]
Verified3822% of marketers cite poor data quality as a major problem in lead gen[38]
Verified3957% of marketers say their data silos reduce lead gen effectiveness[39]
Directional4048% of marketers say their website is not optimized for conversion[40]
Single source4140% of B2B marketers say they do not use A/B testing[41]
Verified4253% of B2B marketers say their landing pages underperform expectations[42]
Verified4330% of marketers say form abandonment is a major issue[43]
Verified4461% of marketers say they need better attribution to improve lead gen[44]
Directional4538% of B2B marketers say they struggle to connect marketing efforts to pipeline[45]
Single source4644% of B2B marketers say their lead gen metrics are inconsistent[46]
Verified4750% of marketing teams say they do not have a consistent KPI dashboard[47]
VerifiedLead generation challenges Interpretation
B2B lead generation is basically a high-stakes group project where everyone agrees leads are the priority, but traffic, content quality, nurturing, scoring, alignment, data, attribution, and conversion tracking keep tripping the team up so badly that predictable pipeline feels like a myth.
Lead generation channels
180% of marketers say they rely on content marketing to generate leads[48]
VerifiedLead generation channels Interpretation
With 80% of marketers relying on content marketing to generate leads, it’s clear that “useful” has become a strategy, not a slogan, because in B2B you earn demand by earning attention first.
Email and marketing automation
157% of B2B marketers use email marketing to nurture leads[2]
Verified278% of B2B marketers report that email marketing is effective[49]
Verified344% of marketers say they are using marketing automation[50]
Verified450% of marketers report marketing automation increases lead conversions[51]
Directional580% of business emails are opened by marketing automation subscribers[52]
Single source647% of marketers use automated workflows for lead nurturing[53]
Verified769% of B2B buyers expect emails to be personalized[54]
Verified874% of marketers say targeted personalization increases marketing ROI[55]
Verified959% of marketers say lead nurturing is most effective when personalized[56]
Directional1038% of marketers say they use automation to send personalized emails based on behavior[57]
Single source1145% of B2B marketers use lifecycle marketing[58]
Verified1261% of marketers say marketing automation improves their marketing efficiency[59]
Verified1355% of marketers say automation helps them improve campaign performance[60]
Verified1439% of marketers use A/B testing within email campaigns[61]
Directional1535% of email subscribers report that email content is tailored to their interests[62]
Single source1646% of B2B marketers say drip campaigns are effective for lead nurturing[63]
Verified1733% of marketers use lead scoring based on behavior[64]
Verified1842% of B2B companies say marketing automation helps them identify high intent leads[65]
Verified1960% of B2B marketers say their best performing content is triggered by email[66]
Directional2062% of marketers say email is their most effective channel for nurturing[67]
Single source2156% of marketers say they use segmentation to improve email performance[68]
Verified2253% of marketers say they use dynamic content in emails[69]
Verified2373% of consumers expect companies to understand their needs and preferences[70]
Verified2461% of marketers say timely lead follow-up is a competitive advantage[71]
Directional2539% of marketers automate lead capture forms[72]
Single source2634% of marketers say automated nurture increases engagement[73]
Verified2745% of B2B marketers report that they use marketing automation platforms for reporting and analytics[74]
Verified2849% of marketers say automation reduces manual tasks[75]
Verified2958% of marketers say lifecycle communications improve customer retention[76]
Directional3028% of email marketers say deliverability issues reduce lead generation[77]
Single source3127% of B2B marketers say they use personalization tokens in email[78]
Verified3241% of marketers say their email open rates are declining[79]
Verified3352% of marketers say they use email to promote gated content[80]
Verified3465% of B2B buyers say they have interacted with marketing automation[81]
DirectionalEmail and marketing automation Interpretation
These stats basically say that, in the B2B world, email still does the heavy lifting, but only when marketing automation turns it into a personalized, behavior based lifecycle machine that can quickly spot high intent leads, follow up on time, and keep deliverability healthy.
Content, SEO, and paid acquisition
197% of B2B marketers use content marketing to generate leads[82]
Verified272% of marketers say content marketing increases lead generation[83]
Verified365% of marketers report that SEO increases leads[84]
Verified461% of B2B buyers use search to research solutions[85]
Directional558% of marketers say organic search drives quality leads[86]
Single source649% of marketers say blog content generates leads[87]
Verified755% of B2B marketers prioritize blogging[29]
Verified847% of buyers view 3-5 pieces of content before engaging with a sales rep[88]
Verified961% of B2B decision makers rely on content during the first stage of research[89]
Directional1044% of marketers say their content marketing ROI is measurable[90]
Single source1172% of marketers use webinars for lead generation[91]
Verified1231% of B2B leads come from search engines[92]
Verified1323% of leads are from LinkedIn[93]
Verified1463% of B2B marketers use paid search[94]
Directional1545% of marketers say PPC drives qualified leads[95]
Single source1639% of companies use paid social for lead gen[96]
Verified1733% of marketers say their paid social ads generate leads[97]
Verified182.7x more leads are generated by content marketing than outbound marketing[98]
Verified1913x more ROI is produced by using inbound marketing[29]
Directional2051% of B2B marketers say webinars perform best for lead gen[99]
Single source2176% of marketers say content is their primary driver of lead generation[100]
Verified2238% of marketers say video content generates more leads than any other format[101]
Verified2382% of marketers say video helps convert prospects to customers[101]
Verified2457% of B2B buyers say they watch product demos before contacting vendors[102]
Directional2544% of B2B marketers say case studies are effective for lead generation[103]
Single source2683% of marketers say their best-performing content is video[101]
Verified2731% of B2B marketers say infographics are used to generate leads[104]
Verified2860% of B2B buyers do research online before contacting a vendor[105]
Verified2954% of marketers say content syndication increases pipeline[106]
Directional3028% of marketers say syndication is their largest source of leads[107]
Single source3133% of leads are attributed to webinars in B2B[108]
Verified3241% of B2B marketers say LinkedIn ads help them generate leads[109]
Verified3318% of B2B marketers say podcasts are used for lead gen[110]
Verified3453% of B2B buyers say they read reviews and testimonials[111]
Directional3534% of B2B buyers rely on social media for research[29]
Single sourceContent, SEO, and paid acquisition Interpretation
In B2B lead generation, the numbers basically say “publish like you mean it”: content, especially video and SEO, plus search and webinars, do the heavy lifting from first research through conversion, while paid and social channel support mainly as targeted amplifiers, and—crucially—marketers are finally starting to prove the ROI is measurable.
Lead nurturing, lifecycle, and conversion
132% of B2B marketers rate their lead quality as “good” or better[112]
Verified250% of leads are never converted because they are not followed up[113]
Verified335% of sales leads are contacted within 5 minutes[71]
Verified4100x speed improves conversion rates when follow-up is instant[71]
Directional580% of sales require 5 follow-up touches after the initial contact[114]
Single source644% of B2B buyers engage in multiple touches before purchasing[115]
Verified779% of marketers say lead nurturing increases conversion rates[116]
Verified820% of B2B marketers say lead nurturing is the highest ROI activity[117]
Verified955% of leads require nurturing[118]
Directional1072% of marketers use lead nurturing programs[119]
Single source1137% of marketers say they don’t nurture leads because they believe they won’t convert[29]
Verified1262% of B2B buyers say personalization matters in nurture[120]
Verified1332% of sales reps say they never received relevant leads[121]
Verified1425% of B2B leads are ready to buy at first contact[122]
Directional1547% of buyers need more than one touchpoint to become sales-ready[123]
Single source1661% of marketers say nurture campaigns help generate pipeline[124]
Verified1763% of marketers say lead nurturing improves retention[125]
Verified1858% of B2B marketers say their conversion rate improves with CRM[126]
Verified1941% of marketers say retargeting improves conversion[127]
Directional2033% of marketers say landing page optimization improves conversion[128]
Single source211-2% conversion rate is typical for B2B landing pages[129]
Verified2274% of B2B buyers depend on email nurturing[130]
Verified2323% of leads are categorized as “qualified” after initial nurturing[131]
Verified2445% of sales cycles are 6+ months for B2B[132]
Directional2569% of buyers say content influences their decision[133]
Single source2634% of leads are lost due to slow follow-up[113]
Verified2725% of leads are lost due to poor handoffs between marketing and sales[134]
Verified2846% of marketers say conversion is hindered by insufficient information[135]
Verified2958% of marketers say scoring helps prioritize outreach[136]
Directional3033% of B2B marketers use account-based marketing to improve conversions[137]
Single source3126% increase in deal size with ABM[138]
Verified3227% increase in conversion rates with ABM[138]
Verified3340% of B2B marketers say conversion improves after implementing ABM[139]
Verified3466% of marketers say nurture sequences increase engagement[140]
Directional3571% of buyers expect consistent experiences across marketing and sales[141]
Single source3663% of buyers want to speak with sales only after being educated[142]
Verified3742% of B2B buyers want a sales rep to have context and prior engagement[143]
Verified3845% of companies use CRM for lead nurturing[144]
Verified3955% of businesses say they track lead sources to improve conversion[145]
Directional4052% of marketers say improving conversion rates is a top priority[146]
Single sourceLead nurturing, lifecycle, and conversion Interpretation
These stats add up to a not-so-funny truth: most B2B leads aren’t “bad,” they’re just ignored, contacted too late, poorly handed off, or nurtured without enough context, even though fast, consistent follow-up, targeted nurturing, and smarter CRM and ABM are repeatedly shown to lift conversion and retention.
Channels, audiences, and data
182% of B2B buyers conduct online research before engaging a vendor[147]
Verified261% of B2B leads come from organic content[148]
Verified394% of B2B marketers use LinkedIn for lead generation[149]
Verified43x more engagement is generated by LinkedIn posts with video than text[150]
Directional561% of B2B marketers generate leads with LinkedIn ads[151]
Single source644% of B2B marketers say social media is effective for lead gen[152]
Verified736% of B2B marketers use Twitter to generate leads[153]
Verified841% of B2B marketers use YouTube for lead generation[154]
Verified952% of marketers say events/webinars drive the most qualified leads[155]
Directional1063% of B2B marketers say in-person events are effective[156]
Single source1121% of marketers say cold email generates leads[29]
Verified1278% of B2B marketers say webinars generate leads[157]
Verified1360% of B2B marketers use direct mail to generate leads[158]
Verified1445% of B2B marketers say trade shows produce high-quality leads[159]
Directional1530% of B2B marketers say referral programs are effective for lead gen[160]
Single source1649% of B2B buyers trust recommendations from peers[161]
Verified1777% of B2B buyers read peer reviews[162]
Verified1838% of B2B buyers say industry research and reports influence decisions[163]
Verified1967% of B2B buyers prefer to get information from company websites[164]
Directional2047% of B2B buyers find case studies useful[165]
Single source2129% of B2B leads are from partners/alliances[166]
Verified2235% of marketers say data quality impacts lead generation[38]
Verified2370% of B2B marketers say data enrichment improves targeting[167]
Verified2462% of marketers say firmographics improve lead targeting[168]
Directional2548% of B2B marketers say they use CRM data for targeting[169]
Single source2634% of marketers say they lack accurate contact data[170]
Verified2753% of marketers say they use intent data to improve lead gen[171]
Verified2866% of B2B marketers say intent data provides better targeting[172]
Verified2945% of B2B marketers use account-based marketing (ABM)[173]
Directional3067% of ABM users say it increases revenue[174]
Single source3158% of ABM users say it increases pipeline[174]
Verified3241% of marketers say they use personalization across channels[175]
Verified3362% of B2B marketers say segmentation improves lead gen[68]
Verified3439% of marketers say they use marketing attribution tools[176]
Directional3576% of marketers say they want better attribution[177]
Single source3645% of B2B marketers say they use lead intelligence platforms[178]
Verified3752% of B2B marketers say they use web tracking for lead identification[179]
Verified3833% of B2B marketers use chatbots for lead capture[180]
Verified3928% of B2B marketers use live chat to increase leads[181]
Directional4071% of B2B buyers prefer video over text for product education[101]
Single source4150% of B2B leads are generated via multiple channels[182]
Verified4224% of marketers say SEO is their top acquisition channel[84]
Verified4363% of companies use content syndication to reach buyers[106]
Verified4420% of marketers say display ads generate leads[183]
Directional4532% of marketers say retargeting provides some of the best ROI[127]
Single source4645% of B2B buyers use LinkedIn to research vendors[184]
Verified4727% of B2B buyers say webcasts are influential for decisions[185]
Verified4838% of marketers use influencer marketing to generate leads[186]
Verified4934% of marketers say press releases drive lead generation[187]
Directional5046% of B2B companies use industry associations/communities for lead gen[188]
Single source5155% of B2B marketers use marketing calendars for campaign planning[189]
Verified5229% of B2B marketers say they use ABM ads for account targeting[190]
Verified5341% of B2B marketers say lead generation is best at trade shows[191]
Verified5448% of B2B marketers say direct outreach (sales prospecting) is important for lead generation[192]
Directional5536% of marketers say in-product messaging generates leads[193]
Single sourceChannels, audiences, and data Interpretation
Your B2B buyers are basically online researchers with a trust badge, so if you want leads you’ll need a multi channel engine that earns credibility through content, peer proof, and case studies, leverages LinkedIn and video, boosts relevance with clean data and intent for ABM and segmentation, and still shows up in the real world with webinars, events, and trade shows while abandoning the idea that cold email and “spray and pray” will do the heavy lifting.
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- 72formstack.com/blog/marketing-automation-statistics
- 74redpointglobal.com/resources/b2b-marketing-automation-statistics/
- 75autopilot.com/blog/marketing-automation-statistics/
- 77mailgun.com/blog/email-deliverability-statistics/
- 78sendgrid.com/resources/state-of-email-deliverability/
- 84searchenginejournal.com/seo-statistics/
- 107searchenginejournal.com/content-syndication-statistics/
- 85straightlineimpact.com/resources/b2b-buyers-search-statistics/
- 86ahrefs.com/blog/seo-statistics/
- 87wordstream.com/blog/ws/2016/09/30/blog-statistics
- 94wordstream.com/blog/ws/2015/08/03/ppc-statistics
- 95wordstream.com/blog/ws/2014/01/13/ppc-statistics
- 129wordstream.com/blog/ws/2019/landing-page-conversion-rate
- 89corporatebridge.com/insights/b2b-content-marketing-study/
- 90meetings.mazemktg.com/resources/content-marketing-roi-study/
- 91on24.com/resources/lead-generation-webinar-statistics
- 99on24.com/resources/state-of-webinar-report
- 157on24.com/resources/lead-generation-report
- 185on24.com/resources/webinar-study
- 92searchenginewatch.com/sew/how-to-optimize-for-lead-generation/
- 93business.linkedin.com/content/dam/business/documents/en-us/linkedin-b2b-lead-generation-benchmarks.pdf
- 109business.linkedin.com/content/dam/business/documents/en-us/linkedin-b2b-lead-gen-solutions-overview.pdf
- 149business.linkedin.com/content/dam/business/documents/en-us/linkedin-b2b-lead-generation-benchmarking.pdf
- 150business.linkedin.com/content/dam/business/documents/en-us/linkedin-video-benchmarking-report.pdf
- 151business.linkedin.com/content/dam/business/documents/en-us/linkedin-b2b-lead-generation-solutions-overview.pdf
- 96socialmediaexaminer.com/social-media-marketing-statistics/
- 100knowledgematters.com/whitepaper/b2b-content-marketing-lead-gen-statistics/
- 101wyzowl.com/video-marketing-statistics/
- 189wyzowl.com/marketing-calendar-statistics/
- 104visme.co/blog/infographic-statistics/
- 106ceros.com/state-of-b2b-content-syndication-report/
- 108cvent.com/en/blog/events/webinar-lead-generation-statistics
- 155cvent.com/en/blog/events/event-marketing-statistics/
- 110vox.com/2020/07/16/Podcasting-statistics
- 111b2bmarketing.net/content/b2b-buyer-research-statistics/
- 163b2bmarketing.net/resources/b2b-buyer-behavior-study/
- 114terminus.com/blog/sales-statistics/
- 139terminus.com/resources/state-of-account-based-marketing/
- 182terminus.com/resources/multichannel-b2b-lead-gen-study/
- 116emarketer.com/content/lead-nurturing-increases-conversion-rates
- 118everstring.com/lead-nurturing-statistics/
- 128invespcro.com/blog/landing-page-optimization-statistics/
- 131mercury.com/blog/lead-qualification-statistics/
- 132cabinetmckinsey.com/featured-insights/sales/
- 135zift.com/blog/conversion-rate-statistics/
- 138demandbase.com/resources/report/account-based-marketing-statistics/
- 174demandbase.com/resources/report/abm-research/
- 140automationanywhere.com/resources/b2b-lead-nurturing-study.pdf
- 145crazyegg.com/blog/lead-generation-statistics/
- 146cxl.com/blog/conversion-rate-statistics/
- 148semrush.com/blog/b2b-marketing-statistics/
- 152hootsuite.com/resources/lead-generation-statistics
- 153sproutsocial.com/insights/social-media-marketing-statistics/
- 156eventbrite.com/blog/event-marketing-statistics/
- 158pb.com/resources/direct-mail-statistics-b2b/
- 159tsnn.com/resources/trade-show-lead-statistics/
- 160customer.io/blog/referral-program-statistics/
- 161nielsen.com/insights/2015/trust-in-advertising/
- 165venngage.com/blog/case-study-statistics/
- 166alliances-analytics.com/partner-marketing-statistics/
- 170pandologic.com/resources/b2b-contact-data-quality-statistics/
- 171gainsight.com/blog/intent-data-statistics/
- 172techreport.com/intent-data-statistics/
- 176cmo.com/report/marketing-attribution-statistics/
- 179zoho.com/crm/resources/web-tracking-statistics.html
- 180ibm.com/reports/chatbot-statistics/
- 181joindrift.com/blog/live-chat-statistics-b2b/
- 183impact.com/resource/display-ad-statistics/
- 184linkedin.com/pulse/where-b2b-buyers-go-research-linkedin-insight
- 186influencermarketinghub.com/influencer-marketing-statistics/
- 187prnewswire.com/news/release/press-release-statistics/
- 188ibisworld.com/industry-statistics/industry-associations/lead-generation/
- 191eventmanagerblog.com/trade-show-marketing-statistics/
- 192ringcentral.com/what-are-sales-prospecting-statistics/
- 193product-led.com/statistics/product-messaging-lead-gen/