96 Lead Generation Statistics And Trends For 2024

Well-crafted lead-generation strategies can help businesses gain much while being economical in spending.

More than 85% of companies consider lead generation as one of the most important goals of marketing. However, 61% of them see it as a great challenge to generate strong and reliable leads, as 79% of the leads generated are never converted into sales.

Insights in this post will help you understand what works and what doesn’t when it comes to lead generation. Take a look at the data and craft a well-thought funnel for your business.

Lead Generation Statistics 2024 (Highlights)

Here are our top picks from the complete post, which shall also serve as a TLDR section!

  1. Organizations generate 1,877 leads per month on average as of 2024.
  1. Over 90% of marketers consider lead generation as their top priority
  1. The majority of mid-size and large companies generate less than 5,000 qualified leads each month.
  1. The average cost per lead for B2B companies is around $200 across all industries.
  1. 76% of marketers use content marketing to generate leads. Rightly so, as stats show that content marketing generates 3x the leads as compared to outbound marketing.
  1. LinkedIn is the best platform to generate B2B leads.
  1. 61% of marketers believe that quality lead generation is the number one challenge that they face.
  1. 80% of marketers have an opinion that market automation helps in generating and converting sales at a large scale. 
  1. 53% of marketers spend more than 50% of their budget on lead generation for their business. 
  1. Companies that tend to post more than 15 blogs per month generate around 1200 new leads each month on average.
  1. 68% of companies have not identified their sales funnel

General Lead Generation Statistics For 2024

This section has facts and figures on various aspects of lead generation, such as marketer’s preferences, platform preferences, and more.

General Lead Generation Stats
  1. 61% of marketers reported that lead generation is their number one challenge.
  1. 53% of marketers spend at least half their budget on generating leads.
  1. Less than one-fifth of marketers have an opinion that outbound practices help to generate valuable leads. 
  1. According to 80% of marketers, automation brings more leads and conversions.
  1. There are nine times more chances of leads being converted when there are business follow-ups within 5 minutes. 
  1. It was reported that the majority of the mid-size companies generated less than 5,00 qualified leads each month. 
  1. According to 85% of B2B companies, lead generation is the most important goal in marketing.
  1. 58% of marketers had the vision to increase their budget for lead generation in the coming years. 
  1. Only 18% of the marketers had an opinion that the outbound leads help in gaining valuable leads. 
  1. 78% of companies use email marketing to generate leads, 73% use event marketing, and 67% use content marketing to generate leads.
  1. Using market automation software can help in generating leads by 451%
  1. 84% of marketers use the form submission method to generate leads. 
  1. 50% of businesses use calls to generate leads for their products. Is it a good method though? Because stats further reveal that 97% of people ignore cold calls.
  1. 33% of the businesses use live chat to generate leads. 
  1. It costs $200 on average to generate leads for B2B businesses across all industries.
  1. According to the organizations, 80% of leads are marketing-qualified leads.
  1. The IT and service industry generates an average of 3,660 leads per month.  
  1. According to 39.5% of marketers, having access to more accurate data could improve the lead-generation process. 
  1. 36.6% of the marketers believe that increasing the team size will help them in generating more leads and effective marketing. 
  1. 35.1% of marketers have an opinion that increasing the budget will lead to better marketing and will increase the leads. 
  1. 9% of organizations pay $10 or less per lead, while 4% spend $1000 or more.

Sources: Content marketing institute, HubspotBusiness wire.

Lead Generation Through Social Media

Lead Generation Through Social Media

There are 4.9 billion people on social media that can be converted into customers. Let us take a look at how social media impacts the lead-generation process of businesses. 

  1. 66% of marketers are successful in generating leads after spending only 6 hours per week on social media marketing.
  1. 19% of marketers agree that one can generate strong leads from social media. 
  1. 87% of consumers in a survey said they had seen a product on Instagram and made a buying decision. With a user base of over 2.3 billion, Instagram is a great place to run video advertisements for lead generation.
  1. LinkedIn is reported to be the most effective social media platform for generating B2B leads. 

Here is a table showing different social media platform and their ideal usage for lead generation:

  • TikTok – Best Overall (but especially effective for Genz and Gen Alpha).
  • Facebook – Ideal for an older audience.
  • LinkedIn – Best for B2B lead generation.
  • YouTube and Instagram – best for video ads.
  • Pinterest and Quora – higher chances for generating quality leads.
  1. 45% of the marketers were successful in generating customers through LinkedIn.
  1. 47% of the marketers reported that they were eager to learn more about TikTok for lead generation. 
  1. 74% of social media users reported that they prefer to see 1 to 2 posts of the brands they like and follow. 
  1. 51% of the consumers like posts from a brand that highlight the products of the brand. 
  1. More than 90% of the leads generated from Twitter are converted into sales. 

Sources: Digital media stream, Semrush, Social media examiner

Lead Generation Through Content Marketing

Lead Generation Through Content Marketing

Most businesses use content marketing to generate new leads and work on converting them into customers. Here are some insights that you must know about content marketing and lead generation. 

  1. 80% of B2B companies use content marketing to generate leads over the next 12 months.
  1. The cost of content media is 62% less than traditional marketing. 
  1. Content marketing helps in generating 3x the leads than usual outbound marketing at less than 50% of expenses. 
  1. It was found that the marketers who had their blogs were 13 times more likely to drive a higher rate of leads. 
  1. 500% more traffic is driven by an effective blog. 
  1. 78% of business use website traffic to measure the performance of their content.

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  1. 75% of the business can demonstrate the effect of content marketing and the number of audiences engaged due to it. 
  1. B2B companies that blog have generated 67% more leads as compared to the companies that do not blog. 
  1. The marketers that utilize blogging, as well as content marketing, tend to generate 13 times more positive ROI.
  1. The companies that tend to post 15 or more blogs in a month generate an average of approximately 1200 new leads per month.
  1. Podcasts are the most effective content to generate leads, according to 77% of marketers. 
  1. Here are the details about the medium of content that is most effective in lead generation according to a survey of 3,500 marketers:
Content MediumEffectiveness Of The Content
Podcasts77%
Blog post/ articles76%
Videos59%
Interactive content45%
E-books 40%
Other types of content38%
Webinars 36%
Events30%
White papers26%
Case studies. 10%

Source: Wired, Hubspot, Content marketing institute.

Lead Generation Through Email Marketing.

Lead Generation Through Email Marketing

Email marketing is one of the most used strategies with a high rate of generating outputs for lead generation. Most B2B business owners consider email marketing to be the most reliable source to generate leads and convert them into sales.

Did you know that 347.3 billion emails are exchanged per day?

  1. Email is considered one of the most important lead generation factors by 42% of companies
  1. Demand generation becomes easier with the help of email marketing, according to 79% of B2B marketers
  1. Businesses get $36 in return for every $1 they spend on email marketing.
  1. The Emails that were sent at 1 p.m. were reported to get the best results. Other times found suitable to send emails were 8 a.m., 4 p.m., and 6 p.m. 
  1. 80% of marketers believe that email is the most effective demand-generation tool. 
  1. It is reported that 56% of marketers believe that providing leads with compelling content in each stage is the key to B2B email success. 
  1. 49% of marketers believe that providing downloadable content at each stage of the buying process is beneficial for converting leads. 
  1. 45% of marketers believe that behavior-based email marketing campaigns are more beneficial. 
  1. The overall open rate of marketing emails is 21.5%.
  1. Mondays have the highest email open rates of 22%. While the click-to-open rates on Tuesday and Wednesday were 10.8%.
  1. 43% of online shoppers tend to open branded emails at least once a day. 
  1. 60% of the consumers reported that they purchased at least one monthly product after reading the brand’s email. 

Source: Hubspot, Digital commerce 360

Lead Generation With Various Marketing Channels

Lead Generation With Various Marketing Channels

Let us look at insights into what channels are working for marketers for lead generation.

  1. 95% of the marketers predicted that they knew which channel helped them generate most of the leads required for their business. 
  1. According to 27% of marketers, organic search helped to generate more leads. 
  1. 21% of the business stated that they were able to generate most of the leads through organic social media searches. 
  1. 14% of marketers believed that referrals are the best medium to generate leads. 
  1. According to 1% of marketers, paid search helped the most in generating maximum leads.

Source: Semrush, Hubspot.  

B2B Lead Generation Stats

b2b lead generation statistics

B2B businesses usually find it more difficult to generate leads and convert them into sales as compared to B2C businesses. Here are a few important stats related to B2B businesses that can help ease up the process if you are a B2B marketer.

  1. 68% of the B2B marketers used strategic landing pages for the leads. 
  1. It was reported that the events were most helpful in generating the most B2B market leads.

Here is a table showing the average Cost of Lead per lead generation channel:

ChannelAverage cost per lead
Events and Trade Shows $881
Public Relations$294
Referrals$73
Video Marketing$174
Linkedin Advertising$75
Webinars$72
Display Advertising$63
Consumer Products$105
Content Marketing$92
Search Engine Ad$110
Social Media Ad$58
SEO$31
Email Marketing$53
  1. $132 is the average cost of generating the B2B sales lead.
IndustryAverage cost per lead
Technology$208
Healthcare$162
Finance$160
Manufacturing$136
Business Services$132
Travel & Tourism$106
Media & Publishing$108
Consumer Products$105
Marketing$99
Education$55
Telecom$45
Retail$34
Non-Profits$31
  1. 59% of B2B marketers have an opinion that SEO has the biggest impact on the generation of leads. 

Source: Hubspot. Business wire. Semrush. Cognism.

Lead Conversion Statistics.

  1. Only 12% of marketers are satisfied with their lead conversion skills.
  1. It was reported that 63% of the leads who inquired about the business would not be interested in converting into customers for at least three months. 
  1. Marketing video content helps to convert leads, according to 70% of B2B marketers. 
  1. You will not be able to convert 79% of the leads into sales. 
  1. 9.3% of the leads are converted into professional services. 
  1. Professional Services have the highest conversion rate (9.2%) among all the industries.

Here is the data about the conversion rates observed in different industries:

IndustryConversion Rate.
Agency3.3%
Automative2.0%
B2B Ecommerce3.2% 
B2B services3.5%
B2B tech1.7%
B2C  e-commerce2.0%
Cosmetic and Dental2.3%
Financial4.3%
Healthcare5.6%
Industrial5.6%
Legal2.6%
Professional Services9.2%
Real Estate1.7%
Travel4.7%

Source: Digital commerce 360, Digital media stream.

Lead Nurturing Statistics.

Lead Nurturing Statistics

Learn how important it is to nurture leads after they are being generated.

  1. 20% more sales are generated through the nurtured leads. 
  1. It was found that the companies that nurtured leads were able to generate 50% more sales with 33% lower cost expenses. 
  1. 47% of larger purchases are big purchases are made by nurtured leads as compared to non-nurtured leads.
  1. Almost two-thirds of the leads are not ready to generate sales. 
  1. Email marketing used for lead nurturing has 8% higher CTRs and 4 to 10 times higher response rates. 
  1. 22% of B2B companies tend to nurture their leads weekly.  
  1. 41% of the companies reported that they struggle to follow up with the leads quickly. 
  1. 44% of the sales representatives are usually too busy to follow up with the leads.
  1. 44% of the sales representatives complain about the poor handling of the lead by the sales team. 

Source: Verse, Digital media stream.

Challenges In Lead Generation

Challenges In Lead Generation

Converting leads can be difficult at times. Captivating the audience and generating leads is the biggest challenge faced by the business.

Let us take a look at some of the challenges faced by companies in the lead generation process. 

  1. Lack of resources, improper budgeting, and insufficient staff is the biggest barrier to lead generation, according to 40% of marketers. 
  1. One-fourth of marketers usually struggle to calculate the conversion rates of the leads generated. 
  1. According to 61% of marketers, generating high-quality leads that are more likely to be converted into a customer or generate sales is the biggest challenge. 
  1. 68% of the B2B businesses are unable to properly identify their funnel. 
  1. 65% of the B2B business lacks a proper lead nurturing process. 
  1. 31% of marketers believed that tracking offline conversions was a great challenge. 
  1. According to 31% of marketers, proving ROI is among their biggest challenges while generating leads.

Source: Hubspot, Digital media stream, Semrush.

Trends in Lead Generation (2024 & Beyond)

Here are some trending insights to keep in mind while pursuing B2B and B2C prospects in 2024.

Landing Page lead qualification: Users “land” on landing pages after clicking on an ad or a link online. A lead generation landing page directs visitors to a page that urges them to subscribe, buy, or join up. You will generate a lot more leads if you even integrate a simple form on your landing page. Make sure you have it in place starting now!

Marketing automation: Marketing automation can help you save time and generate more leads by automating tasks such as lead nurturing, email marketing, and social media marketing. Check these best marketing automation tools to get started.

Features Snippets: Featured Snippets are text snippets that are displayed at the top of Google’s search results to respond to an inquiry swiftly. The content of a Featured Snippet is automatically retrieved from web pages in Google’s index. You can optimize your content for featured snippets and hope for an inflow of organic traffic when people are searching for something.

Personalization: Personalization is becoming increasingly important in lead generation. Marketers who personalize their marketing messages are more likely to generate leads and convert them into customers

More Lead Generation Trends:

  • Community-based marketing.
  • Hyper-personalisation
  • Google Advertising

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