27 Lead Generation Statistics and Trends for 2023

Author's avatar Marketing Sep 7, 2023 25 minutes read

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    Peter Caputa

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    Lead generation — it’s the lifeblood of any business. But just how crucial is it, and how do you make the most of it? It’d be great if you could just crib notes from the competition, wouldn’t it?

    Well, we just might have the things you’re looking for.

    Did you know that B2C companies often find it smoother to generate leads without offline sources compared to their B2B counterparts? That email is by far the most effective channel for generating leads? But that’s just the tip of the iceberg. 

    With every business vying for a piece of the market share, you can’t just try something and hope for the best. You need to understand the dynamics of lead generation and how to implement it in a way that will work for your business.

    While we love our data here at Databox, we’re not here to merely throw facts at you. Over the past few years, we’ve gathered a veritable treasure trove of data regarding lead generation. We’ve been running surveys, having in-depth conversations with industry professionals, and, yes, crunching a lot of numbers to bring you the most up-to-date lead generation statistics for 2023. We’ve complemented the surveys with Databox Benchmark data for B2B, B2C, and all companies.

    Here’s what we’ve unpacked for you:

    • The shifting dynamics between B2B and B2C lead generation
    • The metrics that matter and the tools that triumph
    • Strategies that are making waves and setting benchmarks
    • Insights into lead scoring, nurturing, and those all-important conversions

    Our goal? To give you a comprehensive roundup of lead generation statistics so you can measure up, spot opportunities, and, more importantly, tweak those strategies to perfection.

    Let’s dig in.

    Lead Generation Trends and Performance

    We’ve examined the dynamics of lead generation, focusing on the nuances between B2B and B2C companies.

    While both sectors aim for growth, their paths and results can differ significantly

    Here’s a snapshot of the current landscape:

    B2C companies have an easier time generating leads without offline sources than B2B companies

    According to our benchmark data, B2C companies had a whopping 196.5 new leads during June 2023: over seven times more than B2B companies (27) and over five times the median for all companies (36).

    That’s not really surprising, B2C companies usually target a much larger audience, and purchase decision complexity is lower. Also, the vast online presence of consumers, coupled with the straightforward nature of B2C products, allows for effective mass marketing on various online platforms.

    In contrast, B2B companies face longer sales cycles involving multiple stakeholders and often rely on offline interactions, such as meetings and product demos. Additionally, B2B products may require more detailed explanations, making offline channels crucial for trust-building and lead generation.

    New Leads Created

    PRO TIP: Consider integrating online and offline lead generation strategies. While online platforms offer vast reach, offline interactions like meetings and product demos can build trust and provide detailed product explanations crucial for B2B sales.

    If you want to keep better track of your leads, you can use this HubSpot (Leads by Source) Dashboard Template. You’ll gain key insights on which specific sources drive the most visits to your website and the highest quality leads for your business.

    You’ll gain key insights on which specific sources drive the most visits to your website and the highest quality leads for your business.

    B2C companies have more valuable landing page submissions

    B2C companies appear to achieve greater success with their landing pages, as evidenced by the higher median value of submissions in comparison to B2B companies, 47 and 25, respectively. This can be attributed to the broader audience B2C companies cater to, allowing for a wider reach and engagement on their landing pages. 

    Additionally, the consumer-oriented nature of B2C landing pages often focuses on direct benefits, promotions, or offers, which can drive more immediate actions from visitors.

    Landing page submissions

    PRO TIP: Optimize landing pages by understanding your audience’s needs. For B2B companies, focus on showcasing the long-term value and benefits of your product or service, and consider offering detailed resources or case studies to build credibility.

    B2C companies have a landing page view to submission rate of almost 10%

    B2C companies demonstrate a notably higher landing page view to submission rate, nearing 10%, compared to their B2B counterparts, who have just over 7%. This suggests that B2C landing pages resonate more effectively with their audience, prompting a higher percentage of visitors to take action. 

    The consumer-centric content, often characterized by compelling offers, promotions, and direct benefits, might be driving this higher engagement.

    Landing Page submission rate

    PRO TIP: Monitor and analyze your landing page view to submission rate. If it’s lower than the industry average, consider revisiting your page’s content, design, and CTAs. Emphasize testimonials, case studies, and clear ROI to encourage submissions.

    Companies tend to have over 30 landing pages

    Both B2B and B2C companies typically maintain a robust collection of landing pages; median values are 32 and 27, respectively, while the data from the benchmark group for all companies shows a median of 33.5. This approach allows them to target various audience segments, tailor content for specific campaigns, and highlight diverse product or service offerings.

    Landing pages

    PRO TIP: Diversify your landing pages to cater to different segments of your target audience. Whether B2B or B2C, having a variety of landing pages allows for tailored content for specific campaigns, industries, or solutions, enhancing the user experience and conversion rates.

    If you’re using Google Analytics, you can check how your landing pages are performing and track your leads with this fully customizable dashboard.

    Google Analytics 4 Landing Page and Lead tracking

    Check Views by Page Path, Session Conversion Rate, Bounce Rate, Views to Conversion, and many other metrics. You can also create your own metrics and add data sources for a unique experience that will serve your needs.

    B2C companies get more than double the contacts than B2B companies

    B2C companies have a distinct advantage in contact generation, securing more than double the contacts compared to B2B entities. Our benchmark data for June 2023 reinforces this disparity, with B2C companies boasting a median of 135 new contacts, significantly outpacing the B2B median of 54.5.

    This can be attributed to the broader audience scope B2C companies cater to, encompassing a vast consumer base. Their marketing strategies, often characterized by mass appeal and direct consumer benefits, can lead to higher engagement and contact acquisition.

    New contacts

    PRO TIP: Focus on quality over quantity when it comes to contact generation. While B2C companies may have a broader audience, B2B relationships often require deeper engagement. Prioritize nurturing and building strong relationships with the contacts you acquire, ensuring they align with your ideal customer profile.

    Content marketing is the primary channel for generating leads

    Content marketing stands out as the dominant channel for lead generation, accounting for over half of the lead acquisition methods. This prominence underscores the power of valuable, relevant content in attracting and engaging potential customers.

    While other methods like paid social (14.9%) and paid search (11.9%) also play significant roles, they trail considerably behind content marketing’s 51.5% share. Other methods like cold outreach and chat don’t even break it into double-digit percentages.

    Primary channel for generating leads

    PRO TIP: Prioritize creating high-quality, relevant content. Writhing helpful articles about unique topics by finding a gap in knowledge or expertise of your competitors. Ensure it all aligns with current trends and audience preferences and write an informative piece with 1000 words or more.

    Over 70% of respondents think blogging has become more effective in generating leads

    Blogging has emerged as a potent tool in lead generation, with a staggering 72.5% of respondents asserting its increased effectiveness. This overwhelming majority underscores the evolving digital landscape where quality content, like blogs, plays a pivotal role in attracting and engaging potential customers. 

    Only a small fraction, 7.8%, feels it has become less effective.

    Has blogging has become more effective in generating leads

    PRO TIP: Prioritize in-depth keyword research before crafting your content. Utilize tools like SEMRush or Ahrefs to uncover hidden keyword opportunities that align with your target audience’s search intent. Remember, the right keyword can significantly boost your content’s visibility and lead generation potential. However, always ensure that your content quality matches the keyword’s intent to maximize conversions.

    Leads with the highest scores come from SEO

    SEO stands out as the top source of high-scoring leads, with 35% of survey respondents attributing their most valuable leads to this channel. This highlights the enduring importance of organic search visibility and the trust users place in search engine results. 

    Referral follows closely at 30%, emphasizing the power of word-of-mouth and trusted recommendations. Other methods, such as direct outreach and email, contribute to the mix but are overshadowed by the dominance of SEO and referrals. Affiliate partnerships and influencer collaborations, while valuable, represent smaller portions of the lead source pie.

    Leads with the highest scores come from SEO

    PRO TIP: Before diving into lead scoring, ensure your leads are both verified and cleaned. Utilize third-party vendors to confirm the authenticity of each lead, checking for valid emails and active LinkedIn profiles. Implement qualifying questions in your lead capture process to filter out low-intent leads and prioritize those with genuine interest. This not only enhances the efficiency of your sales team but also ensures you’re focusing on high-quality leads.

    Challenges and Barriers in Lead Generation

    Every strategy has its roadblocks. Navigating the world of lead generation is no exception, with companies often stumbling over common hurdles. 

    Here are the main challenges we discovered during our surveys:

    The biggest barriers to lead generation are lack of lead gen strategy and lack of audience insights

    The most significant hurdles in lead generation, as indicated by survey respondents, are the absence of a concrete lead generation strategy and a lack of insights into the target audience. 

    A notable 36.1% pinpointed the lack of a strategic approach as their primary challenge, while 33.3% emphasized the difficulties posed by insufficient audience understanding.

    The biggest barriers to lead generation

    PRO TIP: A good approach is to integrate both marketing and sales data for a holistic view of your lead generation efforts. Regular collaboration between the two teams ensures accurate buyer personas and effective targeting. Utilize custom dashboards to visualize and make sense of data, allowing for agile strategy adjustments based on real-time insights.

    A large percentage of qualified leads aren’t ready to buy

    The buyer’s journey is complex, and a large percentage of leads aren’t in a stage where they’re ready to make a purchase. One-third of respondents indicated that over half of their qualified leads are not immediately prepared to make a purchase, and less than 15% have that number at 20% or lower.

    Qualified leads

    PRO TIP: Leverage retargeting to keep your brand top-of-mind for potential leads. Combine email marketing with platform-specific retargeting, such as using Instagram for younger audiences and Facebook for older ones.

    Metrics, Tools, and Strategies

    Behind every successful lead generation campaign is a robust set of tools and metrics. These not only measure success but also guide strategies, ensuring businesses are on the right track. 

    Let’s delve into the tools of the trade and the metrics that matter:

    Companies published three blog posts in June 2023

    Consistency seems to be the theme here. The median value of the number of posts for B2B, B2C, and all companies was three in June 2023.

    New Blog Post Published

    PRO TIP: Consistency is key in content marketing. Maintaining a regular publishing schedule with relevant topics can help establish your brand as a reliable source of information, drive organic traffic, and engage your target audience. Plan your content calendar in advance and stick to it to ensure steady engagement and growth.

    Businesses focus on seven important metrics on their lead gen dashboards

    Our respondents identified several key metrics that are indispensable on their lead gen dashboards. These include Leads, CTR, CPA, Conversion Rate, Lead Source, CPC, and ROI. These metrics are crucial for businesses to effectively monitor and optimize their lead generation efforts, ensuring they get the best results from their campaigns.

    Metrics to Include in Lead generation

    PRO TIP: To optimize your lead generation process, pinpoint key metrics that align with your goals. Start by identifying essential KPIs such as click-through rate, conversion rate, and ROI. 

    Remember, while multiple metrics can guide your strategy, it’s crucial to recognize and prioritize the one metric that resonates most with your business objectives. For instance, if CTAs are central to your campaigns, closely monitor the click-through rate across various platforms and stages.

    Direct sales is the most popular lead generation metric to track the ROI of a content marketing strategy

    Direct Sales/Revenue Generated takes the lead here, with 28.6% of respondents choosing it as the primary metric. Assisted Conversions and Email Sign-ups follow closely at 21.4% and 19.6%, respectively.

    Track the ROI of a content marketing strategy

    PRO TIP: While tracking multiple metrics like lead volume and close rate can provide important insights, there’s a reason our respondents picked revenue generated as the ultimate indicator of content marketing success. 

    Prioritize tracking the direct sales and revenue from your content to get a clear picture of its ROI. Utilize tools with link trackers and pixels to monitor user behavior post-click and measure the direct impact of your efforts.

    Most companies use more than one tool to track their website leads

    A majority of companies opt for a diversified approach when tracking website leads, with 38% using two tools and 26% employing three. While 20% of businesses rely on just one tool, a notable 16% utilize more than three tools to ensure comprehensive lead tracking.

    Tools for tracking the website

    PRO TIP: Understanding user behavior on your website is crucial for optimizing lead generation. While you can’t pinpoint individual users in Google Analytics, you can analyze the overall journey of your visitors. 

    Examine the behavior flow to see how users navigate your site, from their entry point to their last visited page. If you notice trends, like users predominantly coming from social media or dropping off at blog posts, adjust your strategies accordingly. Enhance your content with CTAs or refine your PPC ads based on these insights.

    Google Analytics is the most popular tool for website lead-tracking strategy

    For many marketing experts, Google Analytics is the best lead-tracking tool. A staggering 78.5% of companies confirmed that it’s their go-to tool for website lead tracking, while 18% eschew the use of this platform.

    Is Google Analytics is the best lead-tracking tool.

    PRO TIP: While Google Analytics is a robust tool for tracking website metrics, its true potential is unlocked when combined with other tools. To get a comprehensive view of lead generation, integrate Google Analytics with CRM software and specialized tools. Utilize Google Tag Manager to add integrations like CallRail for phone call tracking and Hotjar for heat maps. Always start with clear conversion goals to ensure accurate data analysis.

    Google Ads, Hubspot, and Zapier are the most popular B2B lead-generation tools

    When it comes to B2B lead generation, respondents have clear favorites. Google Ads leads the pack with over 50% adoption, closely followed by HubSpot. Zapier falls in third, while LinkedIn Sales Navigator and HotJar are each utilized by around a quarter of our respondents.

    B2B lead generation tools

    PRO TIP: While you can follow the most popular choices in the industry, don’t forget that what works for others may not work for you. Despite its popularity, not everyone is using Google Ads. 

    Consider the tool’s integration capabilities with your existing systems, its scalability as your business grows, and the quality of customer support. Additionally, seek out real-world reviews and case studies to understand its effectiveness in actual scenarios. Remember, the best tool aligns with your specific business goals, is user-friendly, and offers actionable insights to continuously refine your lead generation strategies.

    Lead Scoring and Qualification

    Quality over quantity is the mantra when it comes to leads. Companies invest time and resources in scoring and qualifying leads, ensuring they focus on the most promising prospects. 

    Here’s a deep dive into the methods that help businesses separate the wheat from the chaff:

    PQLs emerge as the most qualified types of leads

    According to our survey, PQLs are the frontrunners in lead qualification, with 46.4% of our respondents picking them as their favorite. SQLs aren’t far behind at 37.5%, while MQLs are at a distant last at 16.1%.

    Which lead type is most qualified

    PRO TIP: Elevate your free trial experience to generate high-quality PQLs. While offering a free trial showcases your product’s capabilities, it’s essential to provide a holistic view of your company’s value proposition. 

    Ensure trial users experience not just the product, but also the unique benefits of partnering with your company, such as exceptional customer support. Enhance the trial process with in-product tutorials, a comprehensive knowledge base, and dedicated customer experience support.

    Most companies favor combined lead-scoring techniques

    Over half of the companies surveyed, 52.17%, merge both explicit and implicit data when scoring leads. On the other hand, 32.61% of respondents prioritize implicit lead scoring, while 15.22% focus mainly on explicit criteria.

    Lead Scoring

    PRO TIP: To develop better lead scoring, and foster collaboration among teams to establish clear criteria for MQLs. Implement negative scoring to weed out less promising leads and place a premium on lead intent and demographics. Smooth out your sales journey from the initial identification to the final conversion, emphasizing transparent communication and aligning with client expectations.

    Engagement frequency is the most popular criterion for lead scoring

    Almost three-quarters of surveyed companies rank engagement frequency as their top criterion in lead scoring. Other key factors include lead source, company industry at 52%, and company size and budget.

    Attended events, age, and gender rank as the least important factors.

    Criteria for lead scoring

    PRO TIP: Monitor not just the type of content your leads interact with, but also the frequency of their engagement. Assign points for each interaction, and remember that a higher engagement score typically indicates a more promising prospect.

    Make sure to distinguish between informational and transactional content interactions to tailor your approach. For instance, a lead exploring general information might be at a different stage in the buying journey compared to one seeking specific transactional details.

    If you need more help figuring out your leads, then this free HubSpot Lead Generation Dashboard Template is just the thing you need.

    HubSpot Lead Generation Dashboard Template

    You’ll be able to learn which sources generate the most leads, how well are your landing pages converting, how many qualified leads are you generating, and more.

    The lead-scoring sweet spot is 41-60

    Our survey shows that the majority of leads are scored between 41-60, accounting for 40% of the total. Interestingly, while around a third of leads score between 61-80, higher echelons are harder to reach and less than 10% achieve a score between 81-100.

    Majority lead scores

    PRO TIP: While assessing a lead’s potential value is crucial, it’s equally important to make sure you have the capacity to deliver exceptional service to that prospect. Avoid the pitfall of overcommitting, which can jeopardize your business’s reputation and quality standards. 

    Before diving into a new opportunity, conduct a thorough analysis of your resources, time, and expertise. Ensure that you’re not only equipped to meet the client’s needs but also to uphold the high standards your business stands for.

    Nurturing and Conversion Strategies

    Capturing a lead is just the beginning. The real challenge lies in nurturing these leads and guiding them toward conversion. 

    Let’s explore the strategies that keep leads engaged and drive them to take action:

    Contact information is the most useful feature of a lead intelligence tool

    Our respondents ranked Contact Information as the most useful feature when it comes to lead intelligence tools. Website Interaction Data and Interests Data follow a fair distance behind, securing the second and third spots respectively.

     Lead intelligence tool

    PRO TIP: When selecting the ideal lead intelligence tool for your business, it’s crucial to prioritize features that align with your specific needs. At its core, lead intelligence encompasses a wealth of data about potential clients, from basic contact details to detailed insights like website interactions and social media activities.

    While contact information remains a foundational element, don’t underestimate the power of website interaction and interest data. These insights can offer a deeper understanding of your leads, enabling more personalized and effective sales strategies.

    Most companies find email the most effective channel for nurturing leads

    When it comes to nurturing leads, companies overwhelmingly prefer emails, with nearly half of our respondents choosing it as their top method. Scheduled calls and demos take the second spot, followed by social media.

    Channel for connecting with leads

    PRO TIP: When it comes to sales, authenticity and genuine care are paramount. It’s not just about closing a deal; it’s about forging meaningful human connections. To truly resonate with your leads, approach them as you would a friend seeking advice. Listen intently to their concerns, be transparent about the pros and cons of your solution, and prioritize their best interests. 

    In an age where customers are well-informed and wary of sales tactics, a genuine, heart-centered approach stands out. By focusing on what’s best for the lead, rather than a predetermined outcome, you build trust and rapport, paving the way for more sincere and successful interactions.


    The most effective tactic for increasing the lead velocity rate is optimizing follow-up strategies

    For SaaS companies aiming to increase their lead velocity rate, the top tactic is optimizing follow-up strategies, as chosen by 40% of our respondents. The runners-up with 20% each are improving content and using automation tools.

    Boost LVR

    PRO TIP: LVR isn’t just about acquiring new leads; it’s equally crucial to retain and nurture the ones you already have. A dip in LVR often signals a need to revisit and optimize your follow-up strategies. 

    A robust follow-up approach not only ensures lead retention but also bolsters your overall lead acquisition efforts. To maintain a healthy LVR, consistently nurture your existing leads, ensuring they feel valued and engaged.

    Weekly nurturing emails are the norm

    The largest share of our respondents (about 45%) send nurturing emails once a week. About a third opt for a monthly cadence, and one-fifth send them daily.

    Nurturing emails once a week

    PRO TIP: To maximize engagement without overwhelming your leads, aim to send one relevant and content-rich email per week. While it’s tempting to increase frequency, remember that less can be more. When crafting your nurturing emails, prioritize quality, relevance, and consistency to keep your leads engaged and drive meaningful conversions.

    Tracking sales progress can be just the thing you need to identify any gaps in your funnel. And that’s where this Salesforce: Leads Overview Dashboard Template comes in.

    Salesforce: Leads Overview dashboard template

    You’ll be able to learn where your leads are coming from, what stage your leads are in, who owns your leads, and much more. It’s fully customizable, so you can add or remove any metrics you want or even replace Salesforce with a different data source.

    Google Search Ads Dominate Paid Traffic Conversions

    Almost 70% of our respondents believe that Google Search Ads are the top-performing channel when it comes to conversions among paid traffic sources.

    Facebook ads also have a notable presence, with 16.7% favoring them, and Google Display Ads trail behind at 10.5%.

    Which Ads Dominate Paid Traffic Conversions

    PRO TIP: For a high-converting landing page, laser-focus on your offer and eliminate distractions. Ensure a consistent trail from your ad to your landing page and all the way to the conversion point. 

    This means maintaining uniformity in copy, imagery, and overall experience. Avoid the pitfall of presenting multiple offers or using inconsistent imagery, as this can confuse visitors and increase bounce rates. In essence, streamline your landing page to be specific, relevant, and distraction-free to optimize conversions.

    Facebook, Instagram, and LinkedIn are the top three social media channels that bring conversions

    According to our community of experts, Facebook stands out as the premier social media platform for conversions, with about two-thirds of respondents favoring it. 

    Instagram follows closely at almost 50%, showcasing its growing influence, especially among visual-centric audiences. LinkedIn, known for its professional network, secures a solid third spot, emphasizing its role in B2B conversions and professional services.

    Which social media channels bring conversions

    PRO TIP: Approach social media marketing like a relationship-building journey. Instead of pushing for a big commitment right away, offer opportunities for micro-conversions

    Don’t expect immediate sales from top-of-funnel audiences on social platforms. Instead, entice them with smaller, low-risk actions like signing up for a newsletter or engaging with gated content. These micro-conversions not only build trust but also pave the way for more significant commitments in the future.

    Deals and offers are the best working incentives for Facebook lead ads

    When it comes to enticing users through Facebook lead ads, a significant portion of our respondents (about a quarter) believe that presenting deals and offers is the most effective incentive. 

    Following behind, the allure of receiving product samples secured the second spot. Meanwhile, the chance to enter sweepstakes and contests emerged as the third most popular incentive, showcasing the appeal of potential rewards.

    Best working incentives for Facebook lead ads

    PRO TIP: Embrace a data-driven approach in your Facebook advertising strategy. Regularly test every element of your Facebook lead ads, from text to visuals, to identify what resonates most with your audience. It’s essential to track metrics like cost per conversion, link clicks, and churn by ad group. 

    By analyzing this data, you can pinpoint the most effective strategies and refine your campaigns accordingly. In the ever-evolving landscape of Facebook advertising, continuous testing and optimization are the keys to success.

    Unlock the Power of Lead Generation Data with Databox

    There’s an undeniable truth when it comes to lead generation: data reigns supreme. The difference between businesses that thrive and those that merely survive often hinges on the ability to understand, interpret, and act on data.

    Navigating these metrics isn’t just about gathering numbers. It’s about translating those numbers into actionable insights. Do you really know which strategies are propelling your leads forward? Are you certain about the metrics that matter most for your business?

    Enter Databox.

    Say goodbye to the cumbersome chore of manual data tracking. With Databox dashboards, you can make use of over 1,000 metrics and 70+ integrations, all made more engaging with a plethora of visualization tools at your fingertips.

    Want insights on lead scoring, nurturing tactics, or conversion strategies? We’ve got you covered. Dive deep with custom dashboards, or kickstart your journey with ready-to-use templates from our gallery. The power of drag-and-drop ensures you spend less time setting up and more time strategizing.

    The era of sifting through spreadsheets, scrambling for reports, and second-guessing your lead-generation strategies is over. Join Databox for free today and transform your approach from reactive to proactive.

    Author's avatar
    Article by
    Davor Štefanović

    Davor is an English literature graduate and an avid reader with a passion for languages. Working as a translator, editor, and writer has allowed him to learn about a wide range of topics — making him something of a jack-of-all-trades when it comes to content. In his spare time, he reads, plays video games and boardgames, and runs/plays tabletop RPGs.

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