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36 Lead Generation Statistics Shaping Your Strategies in 2024

Lead Generation

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Running a successful B2B business isn’t just about putting your name out there; it’s about connecting with the right people. Think of it like this: your company is a car, and leads are the fuel propelling it forward toward success. 

But just like driving, navigating the road to success means understanding the signs and signals along the way. 

We’re here to guide you through the latest lead generation statistics and trends. Together, we’ll refine your B2B marketing strategy so you can connect with high-quality leads and fuel your journey to success.

The Changing Buyer

Many people think B2B marketing should sound formal and corporate, which is why some brochures and ads are tough to understand and include technical product jargon. 

Nowadays, B2B marketing is taking cues from the creative and personalized approaches of B2C marketing. This shift appeals especially to tech-savvy millennials and Gen Zs, the latter of which will likely make up 27% of the global workforce by 2025.

Technology and the ASAP Culture

Technology has become a big part of our daily lives. Many devices can now help us track our physical activity and sleep, enjoy music and videos online, and do voice searches via AI assistants like Siri, Alexa, and Cortana. AI tools now also make it possible for B2B marketers to generate leads in exciting and creative ways. 

However, with more small businesses and B2B companies entering the market, there is a growing need to speed up the marketing process—from conceptualization to implementation. The key is streamlining the customer journey and using the right technologies to optimize user experience and service delivery channels. 

Just as you closely monitor data to map out customer behaviors, knowing the latest B2B lead generation trends is essential to making informed decisions for your brand. Here are 36 B2B lead generation statistics to consider when creating or managing your marketing campaigns.

B2B Lead Generation Challenges

  1. 65% of sales and marketing teams don’t have a single source of truth or access to each other’s data, leading to lost sales and disengaged leads. (HubSpot)

Most sales and marketing teams don’t work together, causing them to miss many business opportunities. To fix this, consider using a system where you can all see and work with the same information, like a shared Customer Relationship Management (CRM) platform.

  1. 57% of B2B customers expect personalized content when discovering a company’s products or services. (Marketing Charts)

It’s no longer enough to sell a product or service that directly solves a customer’s problem. They now expect you to bundle your offerings with content that resonates with them. Think of it as a customer purchasing a nail and hammer. They don’t actually want these tools; they simply like to hang a picture on their wall.

Expectations for Personalized Content
Source: Marketing Charts
  1. It takes six or more people to decide on B2B transactions. (Shopify)

Wise investments are crucial in business, hence the need for multiple decision-makers. Understanding and effectively managing this group dynamic is vital for you to close deals and maintain steady sales turnover successfully.

  1. 37.1% of marketers report generating high-quality leads as their biggest challenge. (Ruler Analytics)

Not all leads are the same because they come from different places and have different experiences with your company. So, it’s important to focus on getting the right kind of leads that are more likely to turn into customers.

B2B Mobile Lead Generation Trends

  1. 50.3% of marketers use phone calls to convert leads. Calls also make up 70% of a company’s inbound leads. (Ruler Analytics)

Phone calls are a popular method for converting leads, with over half of marketers utilizing them for this purpose. This data emphasizes the significance of personal communication in lead conversion strategies.

  1. 64% of searches are made with a mobile phone. (SISTRIX)

With most searches being conducted on mobile phones, it’s evident that a significant portion of online activity occurs through mobile devices. Take this as a sign to optimize your lead generation efforts for mobile users so you can effectively reach and engage with this audience.

Percentage of search by desktop or mobile device
  1. Mobile devices (not including tablets) account for 58.67% of global website traffic. (Statista)

To effectively capture leads, you must prioritize mobile-friendly website design and user experience, as many potential leads access websites through mobile devices.

  1. Google accounts for 94.92% of the mobile search market. (Statista)

Google holds a major share of the mobile search market, solidifying its position as the primary search engine for mobile users. This fact highlights the critical role of optimizing content and strategies for Google’s search algorithms to ensure visibility and attract leads effectively in the mobile space.

B2B Content Marketing Trends

  1. 90.7% of marketers use their website to drive leads, followed by blog content (89.2%). (Ruler Analytics)

Your website is your primary tool for lead generation. You must maintain a strong online presence and produce engaging content to attract and convert leads effectively.

  1. 76% of marketers found content marketing helpful for generating leads, and 63% found it useful for nurturing leads. (Content Marketing Institute)

Marketers highly value content marketing for lead generation, with many finding it beneficial for generating and nurturing leads. It’s important to create valuable and relevant content to attract and engage potential customers throughout the buyer’s journey.

  1. 87% of video marketers say video has helped them generate leads. (Wyzowl)

Video marketing is effective in making people stop in their tracks and explore a brand and its offerings. This data emphasizes the power of visual content in capturing audience attention and driving engagement, making it a valuable tool for lead generation strategies.

Marketers who say video has increased leads
Source: Wyzowl
  1. 39% of marketers believe that videos lasting 30-60 seconds are the most effective, followed by 1-2 minutes (28%), 30 seconds or less (18%), 2-3 minutes (10%), and 3 minutes or more (just 5%). (Wyzowl)

Video length plays a crucial role in generating leads. Consider creating videos lasting 30-60 seconds to capture your target audience’s attention and convert them into paying customers.

B2B Social Media Lead Generation Trends

  1. Facebook (29%), Instagram (29%), YouTube (26%), and TikTok (24%) have the strongest ROI compared to other social media platforms. (HubSpot)

Not all social media platforms produce the same marketing and lead generation outputs. It’s important to know which websites generate the most ROI so you can make smarter marketing and advertising investments in the long run.

  1. 68% of marketers predict more success with X than Threads in 2024. (HubSpot)

Short-form content on platforms like X (formerly Twitter) and Threads is still crucial in today’s video-focused world. However, you may become more successful when you target leads on the former than the latter.

Top Social Channels for Marketing
Source: HubSpot
  1. Social media ranks as the top channel for Gen Z and Millennials to discover products. Also, 31% of people use social media to find answers to their questions. (HubSpot)

Social media emerges as the primary channel for Gen Z and Millennials to discover products. It’s important to target this demographic, given that they now comprise the majority of the current workforce and are beginning to have stronger spending power.

  1. 66% of marketers spend only six hours on social marketing to get leads from social media. (Social Media Examiner)

Contrary to popular belief, staying on social media (for good reasons) for hours on end has its perks. This finding suggests that efficient use of time and resources is key in social media lead generation efforts, highlighting the importance of strategic planning and optimization to achieve desired outcomes effectively.

B2B Email Marketing Trends

  1. 69.2% of marketers use email marketing to drive leads. (Ruler Analytics)

Email marketing can help you directly communicate with potential customers, nurture relationships, and guide them through the sales funnel. With its ability to deliver personalized and targeted messages, email marketing remains a highly effective tool for converting leads into customers.

Percentage of marketers using a particular channel
Source: Ruler Analytics
  1. Marketers receive a $36 return for every $1 spent on email marketing. (Litmus)

Marketers achieve an impressive return on investment (ROI) in email marketing, indicating its high efficiency and profitability as a marketing channel.

  1. Brands that frequently incorporate A/B testing into their email programs earn $42 for every dollar spent. (Litmus)

In email marketing, A/B testing is crucial as it allows you to optimize your campaigns and identify the most effective strategies for engaging subscribers and driving conversions. Ultimately, it can help you generate a higher ROI as you achieve better results with your campaigns.

  1. Brands utilizing third-party analytics tools for their email program boost their email ROI by 22%. (Litmus)

Third-party analytics tools can provide insights about your email performance and help you enhance campaign outcomes. In effect, you can drive high returns on your email marketing investments.

Successful B2B Lead Generation Tactics

  1. 87% of video marketers say video has helped them generate leads. (Wyzowl)

Videos are now a powerful tool for engaging audiences and driving them towards conversion. For instance, it can help potential B2B customers understand your products and services better and convince them to hire your brand for their business needs.

  1. 39% of marketers believe that videos lasting 30-60 seconds are the most effective, followed by 1-2 minutes (28%), 30 seconds or less (18%), 2-3 minutes (10%), and 3 minutes or more (just 5%). (Wyzowl)

It’s not enough to make a video to showcase your business and offerings. You must also consider video length to catch and retain your target audience’s attention.

What video length works best?
Source: Wyzowl
  1. Marketers are eight times more likely to convert a lead into a customer if they follow up within the first five minutes. (InsideSales)

When it comes to nurturing leads, it’s important to be proactive at the onset. Remember to follow up with their decision as soon as possible to improve your chances of successful conversion and improve your lead management processes.

  1. 89% of B2B businesses use event data to generate leads. (AgencyEA)

Events, whether online or offline, are still crucial in generating leads in today’s fast-paced world. They’re a great way to meet potential customers in person and even close deals and partnerships on the spot.

Other Notable B2B Lead Generation Stats to Keep in Mind

  1. 40.6% of marketers say that effective one-to-one outreach is the key factor for generating qualified leads successfully for their B2B business. (Statista)

  2. Lead generation is the top priority for 91% of marketers. (Ruler Analytics)

  3. 51% of smartphone users have found a new product or company while searching on their smartphone. (Google)

  4. Mobile landing pages with a 1-second loading time have a 27% conversion rate, while pages with a 3-second loading time have a 20%. (SOASTA)

  5. Content marketing produces three times more prospects than outbound marketing while costing 62% less. (Demand Metric)

  6. 88% of B2B marketers employ content marketing as a strategy for generating leads. (Content Marketing Institute)

  7. 75% of B2B buyers and 84% of C-level executives rely on social media to make buying decisions. (IDC)

  8. Email marketing has an average ROI of 4,400%. (Campaign Monitor)

  9. Personalized email messages boost click-through rates by an average of 14% and conversions by 10%. (Campaign Monitor)

  10. SEO is the best source of high-quality leads, as 35% of survey participants say that their most important leads come from this channel. (Databox)

  11. Digital lead generation advertising spending in the United States reached US$4.6 billion in 2021. (Statista)

  12. 98% of B2B marketers in Southeast Asia are already using influencer marketing, but 60% are still not seeing better lead generation from B2B marketing activity. (Ogilvy)

Optimize Your B2B Strategy with the Right Partner

Leads are vital for B2B businesses, but they’re not as easy to capture as B2C customers. That’s why it’s important to have the right strategies in place. Use the lead generation stats above to tailor your approach to your brand and audience. This way, you can convert leads into customers while getting the most out of your marketing budget.

If you’re struggling with lead generation, Spiralytics is here to help. We’re not just another digital marketing agency—we’re your trusted partner every step of the way. With data and advanced tools, we’ll craft tailored lead generation strategies to boost your B2B marketing efforts. Let’s work together to take your business to new heights.

Acquire our lead generation services to expand your reach.

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