With strategies constantly evolving and buyer behaviors shifting, numbers reveal more than just performance. They also expose where opportunities are won or lost.
Stay updated with all the important lead generation statistics, so you can understand what marketers are doing, what’s working, what’s not working, and where the industry, in general, is going. Remember, data doesn’t lie!
In this article, we break down the latest lead generation statistics that matter, cutting through the noise to show what’s actually driving qualified leads in 2025.
Top Lead Generation Statistics You Should Know
Before we dive into different statistics related to lead generation, let’s look at the most important ones:
General Lead Generation Statistics
Here are some general statistics related to lead generation that every marketer should know:
1. 91% of marketers consider lead generation the most important goal.
Lead generation is essentially the whole point of marketing, especially for B2B businesses. The more quality leads there are, the greater the chances of conversion and the higher the growth and revenue.
2. Organizations generate 1,877 leads on average each month.
According to Hubspot’s Demand Generation Marketing survey, the majority of the budget was allocated to outbound marketing tactics aimed at generating leads. Content creation, online ads, and branding/PR were the top strategies.
3. The average cost per lead (CPL) blended (organic + paid) ranges from $91 to $982 across 30 industries.
Higher education has the highest CPL of $982, whereas Ecommerce has the lowest CPL at $91. Organic CPL is considerably lower than paid CPL, which shows the cost-effectiveness of organic lead generation.
4. The cold calling success rate is just a meager 2%.
In comparison, cold emailing has a higher success rate of 8.5%. Cold calling for lead generation is not the most efficient or effective method.
5. 80% of new leads never result in sales.
Turning leads into sales is the harder part. Although that’s normal and expected, marketers and salespeople can make efforts to improve lead conversion. A proposition that provides value and benefit to the lead, with a touch of personalization, is likely to convert them.
6. 61% of businesses believe generating traffic and leads is their biggest hurdle.
In the HubSpot State of Marketing report, many respondents expressed frustration with increasing traffic to their websites and generating leads. There can be a number of reasons behind this: poor or no search engine optimization (SEO), weak paid media strategy, or bad user experience.
7. 95% of marketers say they know which channel generates the most leads for their business.
If these marketers know which channel produces the most leads based on data, then that’s great. If that’s just a hunch, then not so great. It’s easy to determine where leads are coming from with lead tracking. You could also try something called multi-channel attribution when marketing on different channels to generate leads.
8. 56% of your market isn’t ready to buy.
Making the sales pitch when a lead isn’t even ready can ruin your efforts and result in a lower overall conversion rate. The best course of action is to continue nurturing the lead and tracking it throughout the sales funnel. Engage with it at every stage and only make the final sales pitch when it’s clearly at the bottom of the funnel.
9. 54% of marketers consider improving lead quality and conversion as the top challenges.
There’s a big difference between a lead and a quality lead. Sure, you can generate hundreds of leads each month, but how many are likely to convert? Probably a fraction. A quality lead matches your ideal customer profile (ICP) and is highly likely to convert.
10. The lead generation solutions market is projected to hit $21.43 billion by 2033, growing at a CAGR of 17.48%.
Lead generation solutions allow businesses to automate repetitive tasks and improve processes. More importantly, such solutions can help track, trace, and analyze leads, enabling marketers to pivot and refine their campaigns and efforts.
Paid Media Lead Generation Statistics
Many companies dedicate a significant portion of their marketing spend towards ads for generating leads. Do they work? How much do they cost? Let’s see.
11. Only 11% of marketers say paid media is the most effective method for generating leads.
Surprisingly, only a small percentage of marketers find paid media to be the most effective method for generating leads. This suggests that while paid advertising can reach a wide audience, it may not always yield the highest quality or most cost-effective leads. Many marketers may be seeing better returns from other strategies, such as organic content or SEO.
12. The average CPL with Google Ads has increased to $70.11.
The CPL on Google Ads increased in 2025. Despite the increase, Google Ads remains a key strategy for marketers looking to generate leads. If you want to keep the CPL below this average, you need a solid, high-impact paid media strategy.
13. The average click-through rate (CTR) with Google Ads is 6.66%.
A CTR of 6.66% on Google Ads indicates a good level of engagement. This means that for every 100 times an ad is shown, approximately 7 people are clicking on it. A good CTR suggests that the ad copy is relevant and compelling to the target audience, which can positively impact an ad's Quality Score. A higher Quality Score often leads to lower costs per click and better ad positions, making the campaign more efficient and effective.
14. The average conversion rate for Facebook Ads for lead generation is 8.25%.
The average conversion rate on Facebook Ads is good, which means it’s a good choice for lead generation. But the high average means you can do even better. Again, strategy, strategy, strategy! That’s incredibly important for generating maximum return on investment (ROI) on social media ads.
Content Marketing Lead Generation Statistics
There’s a reason why content marketing is a key part of any solid marketing and lead generation strategy. The answer is simple: it works. And the statistics below prove that!
15. Content marketing is 3x more efficient at lead generation compared to outbound marketing.
Content remains the ‘king’ when it comes to lead generation, as it has the power to attract, entice, and eventually convert high-quality leads. Content also results in a lower cost per acquisition (CPA) compared with paid media.
16. 72% of companies say content marketing increases leads. And 80% of marketers plan to spend more on content marketing.
Of course, content churns out leads, and we know it well. We’ve used content creation to help brands generate high-quality leads and convert them effectively into loyal, long-lasting customers. We curated an engaging and informative blog, along with user-generated content (UGC), for Hurom to not only increase leads but also reduce the cost per acquisition (CPA) by 60%.
17. 76% of content marketers use blogs for lead generation. Also, businesses that publish at least 16 blogs a month generate 4.5x more leads.
Blogging is a powerful content marketing strategy, particularly in the B2B space, where leads can take longer to move through the sales funnel. Blogs, at least the good ones, bring leads from organic searches and nurture them with value by providing information they seek. That’s a double win right there!
18. 74% of B2B marketers say content helps generate demand and leads.
In the same survey by the Content Marketing Institute (CMI), 87% of marketers said content helps with brand awareness, and 62% said it helps nurture leads. It’s clear that content is particularly useful at the top of the funnel in B2B marketing.
19. Short articles/posts, videos, and case studies are the most popular content types with B2B marketers.
According to the CMI survey, 92% of marketers used short articles or posts, 76% used videos, and 75% used case studies and customer stories. These content categories, especially articles and videos, are incredibly popular with various audiences. Following these three were long-form articles, data visualizations, and ebooks.
20. 59% of marketers consider creating content as the top challenge in generating and nurturing leads.
This figure is hardly surprising because most marketers know that content is important for leads and sales, but what many of them don’t know is what kind of content works. There’s so much sound online, it’s difficult to stand out. And the only way to do that is with top-quality content, which takes time, effort, and expertise.
21. Lead generation is among the top three goals of content marketers.
According to the 2022 Semrush State of Content Marketing Report, 36% of content marketers utilize content for lead generation. The other two top goals are attracting traffic to the website and brand awareness.
B2B Lead Generation Statistics
Generating high-quality leads is the lifeblood of growth for B2B companies. They face their own unique challenges and opportunities when it comes to lead generation.
22. LinkedIn brings 80% of B2B leads, making it the number one social media platform for B2B marketing.
This is hardly surprising, given that LinkedIn is a professional social networking platform. It’s where the members of the buying committee are. Smart B2B marketers, especially those engaging in account-based marketing campaigns to win big-ticket clients, prioritize LinkedIn.
23. 93% of B2B marketers believe content marketing is more effective for lead generation than traditional marketing.
Good quality content has the ability to attract potential leads, create awareness about the brand, and provide value. In the B2B space, audiences often gravitate toward content more than paid ads. The truth is that anyone can buy ads, but not everyone can produce value-adding content.
24. 70% of B2B marketers believe video content helps convert leads.
Videos should form a cornerstone of your content strategy. After all, most of the social media content now is in video format, especially those short-form ones (thanks TikTok). Once you’ve attracted leads and created awareness, use engaging and informational video content to convert them at the bottom stage of the funnel. Video content costs in the US can range from $1,200 to $20,000.
25. 68% of B2B companies use landing pages to nurture new leads.
Your landing page is a critical component of your lead generation and conversion campaigns. Whether using paid media or organic content, your leads will decide whether they want to engage more with your brand once they reach the landing page. It can make or break the likelihood of the lead converting. That’s why it’s important to optimize the landing page.
26. Inbound marketing leads cost 61% less than outbound leads.
Inbound marketing, which focuses on attracting customers through valuable content and experiences they seek out, is inherently cheaper. This organic pull reduces and sometimes eliminates the need for expensive advertising.
Want to scale your business fast? Take a look at some of the best inbound marketing agencies in the U.S.!
27. 27% of B2B leads are sales-ready when first generated.
Almost one in four B2B leads are hot or sales-ready, meaning the other three aren’t. That’s largely because B2B sales cycles are much longer, and it may take a while for leads to trickle down to the bottom of the funnel. That’s why nurturing must go on through different stages, until the lead finally converts.
Email Lead Generation Statistics
Email marketing is far from dead, especially for lead generation. Even after all these years, it’s still the go-to tool for experienced marketers, particularly for converting leads.
28. 77% of B2B buyers prefer email communication.
B2B buyers often communicate with vendors via email, which makes sense as you can use email on the go, including your business email. To make the most of it, prioritize clarity and personalization. Lead with a clear value proposition in the subject line, and keep the body focused on solving a specific pain point.
29. Marketing emails have an average open rate of 21.5%.
Marketing email open rates differ by industry, with some of the lowest for the retail industry. That doesn’t mean that you should discount email as a solid channel for lead generation. If done correctly and sent to a high-quality list, email marketing can yield good results in generating high-quality leads.
Pro tip: Use intent data or past browsing behavior to tailor your outreach. Even small customizations can double your reply rates.
We use these outreach tactics constantly, and here are our results:
30. 50% of B2B marketers consider email as the most impactful marketing channel.
B2B marketers orchestrating a multi-channel marketing scheme for leads, conversions, and sales often rely on email. Lately, email marketing has experienced a resurgence, with more companies investing in email campaigns. People check and interact with their emails daily and on multiple devices. If there were one channel that could give you multiple shots at finding leads, it’s email.
31. 71% of B2B marketers use email newsletters to distribute content.
While social media platforms and corporate blogs are the most popular content distribution channels, email remains a strong presence. If you have a quality subscriber list (including potential leads), you could promote content like articles, videos, and ebooks through email and engage with those leads.
32. Lead-nurturing emails have a 4x to 10x response rate compared to standalone email blasts.
Highly personalized, lead-nurturing emails have a much better response rate. This can be particularly useful in B2B lead nurturing, which often goes through several different stages.
33. Email list segmentation is the most effective personalization tactic, according to 51% of marketers.
For lead generation through email marketing, personalization is a must. And for personalization, segmentation is the best. Take the time and use data to segment your contact list into different groups (this can even be based on how likely a lead is to convert). This is all the more relevant for companies selling different types/categories of products and services. Through segmentation, you can show the desired product/service to the receiver, not everything you have to offer.
34. 26% of B2B companies using chatbots (live chat) earned between 10-20% more leads.
A significant number of B2B companies are using chatbots for support, including for prospects who visit their website. This suggests that incorporating automated chat tools can be a powerful way for businesses to engage with potential clients. Chatbots can answer questions and guide potential leads through the website, so they spend more time and stay interested.
Social Media Lead Generation Statistics
Social media platforms remain the most powerful avenue for both paid and organic lead generation. The numbers back that up.
35. 66% of marketers generate leads using social media.
And they spend only six hours a week working on social media. That just goes to show the power of social media for lead generation. With the right ads and content, along with some fine-tuned targeting, marketers can use platforms like Facebook, Instagram, and TikTok to find quality leads, especially in the B2C space.
36. Potential lead generation was cited as the top reason for investing in new social media platforms by 33% of marketers.
Exploring new social media platforms can become a necessity if your targeted audience is moving there. With user preferences shifting between different social media channels (except for a few big ones), marketers must pivot their strategy to engage with potential leads wherever they can find them.
37. 68% of marketers say social media helps them generate more leads.
Social media platforms host billions of users around the world. Facebook alone has 3 billion monthly active users. Tapping these platforms for leads is the only logical strategy for any good marketer or salesperson.
38. Over half of social media users like seeing posts from brands about products and services, making it the perfect channel for B2C leads.
Social media platforms are where many consumers discover products and services. It’s also where they look for recommendations and reviews.
39. Facebook is the most popular platform for marketers and offers the highest ROI.
Facebook was the first truly big social media platform, and it continues to dominate, with a user base of various age groups. It’s good for generating both B2C and B2B leads with a mix of paid campaigns and organic posts.
40. Only 40% of marketers who have used a platform for less than a year find it effective for lead generation, whereas 73% of those who have used a platform for four years consider it effective.
According to the Social Media Marketing Industry Report (2022) by the Social Media Examiner, marketers improve their ability to generate leads on social media platforms over time. As marketers gain more familiarity with a platform, they likely learn its nuances, optimize their strategies, and refine their targeting.
41. 21% of marketers say organic social generates the most leads.
Organic social media marketing is highly beneficial for finding quality leads. Social media algorithms are getting scary good at matching audiences with the type of content they want to consume. If you get the content part right, you’ll get an audience that’s interested in your brand and will become a prospect easily.
UGC Lead Generation Statistics
User-generated content (UGC) has been hailed as the recipe for success, especially for B2C marketers. It shouldn’t be confused with influencer marketing, though creator-led UGC typically comes under the influencer umbrella.
42. 86% of users are more likely to trust a brand that shares UGC.
This statistic shows the power of authenticity in today's market. When brands incorporate UGC, it signals that real people are using and enjoying their products or services. This peer endorsement acts as a powerful form of social proof.
At inBeat, we did exactly that for Native Beauty. We leveraged UGC to show their products’ benefits during multiple collections the brand launched.
43. 93% of marketers say UGC content does better than branded content.
Of course it does! And marketers are clearly seeing the tangible benefits of UGC, recognizing its superior performance compared to professionally produced branded content. That’s because UGC is simply more relatable for potential leads.
44. 44% of brands prefer to work with nano-influencers.
The preference for nano-influencers by nearly half of all brands highlights a strategic shift towards more authentic and niche community engagement. This strategy can be particularly useful for lead generation, especially with LinkedIn opinion leaders who have extensive networks within their industries and can help pull leads for your brand through their content.
Psst...Want to scale your influencer campaign on LinkedIn? Here are 15 strategies you can implement today!
45. 87% of ecommerce brands prefer images from real customers over models or influencers.
Real customer images provide a genuine look at products in everyday use. Buyers can visualize themselves using the item and trust its quality. This approach usually leads to higher conversion rates as it builds confidence and reduces perceived risk.
46. 50% of marketers feature UGC in their email campaigns.
Combine UGC and email marketing, and you have a winning formula for lead generation and nurturing. You can include customer photos, reviews, or testimonials in emails to increase engagement and CTR.
AI Lead Generation Statistics
Artificial intelligence (AI) is transforming marketing and sales as a whole, and lead generation is no exception. It can be used at every level of the lead generation process, from initial interactions to post-conversion analytics.
47. Companies that use AI for lead generation experience over a 50% increase in sales-ready leads and see a decrease of 60% in their costs.
What this goes to show is that businesses can scale the number of leads that are truly prepared to make a purchase and also cut down costs, all thanks to AI. This dual benefit of increased output and reduced cost makes AI an ideal tool for optimizing sales pipelines.
AI has automated what was once a time-consuming, difficult task. From blogs to infographics to videos, you can generate content with just a few words. However, you still need some human oversight because quality content typically has that unmistakable human touch.
49. 64% of businesses have indicated that AI chatbots help generate more qualified leads.
Chatbots can engage with website visitors 24/7, answer questions, and even filter out less serious inquiries. As a result, sales teams focus their efforts on prospects who are genuinely interested and meet specific criteria.
50. Companies that use marketing automation with prospects see a 451% rise in qualified leads.
This triple-digit increase is no joke. Automation has the potential to bring in leads that matter. With automated email sequences, personalized content delivery, and lead scoring, you can consistently engage with potential customers and move them efficiently through the sales funnel.
51. 60% of senior executives believe AI has a strong impact on lead identification.
The strong belief among senior executives regarding AI's impact on lead identification signifies a growing recognition of its strategic importance at the highest levels of business.
52. 55% of businesses using gen AI for leads generate better quality leads.
Gen AI, especially conversational AI, has become super sophisticated. It can help marketers write an elegant but convincing email. It can automate answers to basic queries. All these things come in handy for filtering out leads that won’t convert.
Lead Nurturing and Conversion Statistics
Lead nurturing is like guiding potential customers along their journey. Instead of just getting their contact info and hoping for the best, you keep in touch, provide helpful information, and build trust over time.
53. 41% of businesses struggle to follow up with leads quickly. Almost half of the sales reps are too busy to follow up.
Quick follow-up is crucial as interest can wane rapidly. The fact that nearly half of sales representatives are overwhelmed suggests an underlying issue with workload management, insufficient staffing, or a lack of effective automation tools. This missed opportunity can severely impact conversion rates, as leads grow "cold" if not engaged promptly.
54. 47% of marketers say they don’t have efficient lead generation and nurturing processes.
A proper, well-documented strategy and process can make all the difference. Otherwise, marketers struggle to achieve the desired results. It’s the job of the leadership, Chief Marketing Officer (CMO), to ensure there’s a standardized process for lead generation and nurturing.
55. 35% of B2B marketers have established a lead-nurturing strategy.
The relatively low percentage of B2B marketers with a defined lead-nurturing strategy suggests a significant gap in many business-to-business sales cycles. Without a systematic approach to nurturing, many promising leads might fall through the cracks or take an unnecessarily long time to convert.
56. 63% of leads might not convert for at least three months.
This insight shows the often-extended nature of the sales cycle, particularly for complex products or services. It highlights the importance of patience and continuous engagement in lead management. Businesses need to understand that not every lead will convert immediately, and a significant majority require a longer period of nurturing, education, and relationship-building.
57. Deals closing with a nurtured lead bring 47% higher order value.
When you convert properly nurtured leads, you have the opportunity to get big orders from them. This only emphasizes the importance of nurturing leads once you’ve generated them. At inBeat, we use multiple channels to stay engaged with the lead without being too salesy or pushy.
58. Companies that have strong programs for nurturing leads end up with 50% more leads that are ready to buy, and at a 33% lower cost.
A good lead-nurturing program increases leads and lowers the cost of acquisition. Do you still need convincing that lead nurturing is crucial for conversion?
59. When you show people content that specifically matches where they are in their buying journey, you can achieve 73% more conversions.
Contextual relevance is everything. Providing generic content to all leads, regardless of their stage in the sales funnel, isn’t that effective. But when you tailor information to a prospect's specific needs and questions at each step, you increase the likelihood of converting them into customers.
60. 56% of marketers believe targeted content is the most important part of a lead-nurturing program.
This strong consensus among marketers reinforces the idea that personalization is not just a nice-to-have, but a crucial element for successful lead nurturing. More than half of all marketers understand that sending relevant and specific content to individual leads, based on their interests and progression, is the most effective way to build trust
How to Leverage Lead Generation Statistics
Every statistic listed above provides useful insights that marketers can use to guide their lead generation strategy. Here are some general takeaways:
- Select the platforms that work the best for your industry and niche.
- Use multiple channels for gathering leads, but don’t go investing in those with less than optimal outcomes (use data to learn all about it).
- Content is your best bet for generating cost-effective, high-quality leads that are likely to convert.
- Invest in the right marketing tools, especially those with AI features, and industry expertise to automate and streamline the entire lead generation and nurturing process.
If you’re looking for a foolproof lead generation strategy, especially one that uses influencer and user-generated content, turn to inBeat. With our years of expertise in social media marketing and lead generation, we can help you increase leads while keeping acquisition costs down.
Explore our work and see for yourself!
FAQs
What is a good lead generation percentage?
A good lead generation conversion rate ranges from 2% and 5% across most industries. However, top-performing campaigns, especially those with highly targeted offers or strong landing pages, can achieve rates even above 10%.
How can inBeat Agency help scale lead generation for my brand?
inBeat Agency specializes in scaling lead generation by combining influencer marketing, user-generated content (UGC), and performance-driven creative strategies. We can help brands capture attention, build trust quickly, and drive conversions, especially on social media. We target the right audiences with authentic, high-performing content.
How do you calculate lead generation rate?
Here’s the formula for lead generation rate:
Lead generation rate = (Number of leads generated ÷ Total visitors) × 100.
This tells you the percentage of visitors who converted into leads. It can help you assess how effective your landing pages and campaigns are at capturing interest.
How do you calculate ROI for leads?
Here’s how you calculate the return on investment (ROI) for leads:
ROI for leads = [(Revenue from converted leads − Cost of lead generation) ÷ Cost of lead generation] × 100.
This measures the financial return on your lead generation efforts and is essential for evaluating campaign profitability.
How many touchpoints to include in a lead generation campaign?
Most experts recommend at least 6 to 8 touchpoints across various channels (e.g., email, social, ads, content) to move a prospect through the funnel. The exact number may vary depending on your industry and sales cycle length.
What factors impact lead generation?
Key factors that can positively impact lead generation are the quality of your content, targeting accuracy, offer relevance, landing page performance, channel selection, user experience, and the alignment between your messaging and audience intent.
What are the different types of leads?
Common lead types include:
- Marketing Qualified Leads (MQLs): These are engaged with the marketing but not yet sales-ready.
- Sales Qualified Leads (SQLs): These are evaluated and ready for direct sales outreach.
- Product Qualified Leads (PQLs): These leads have interacted with your product (e.g., free trial users) and show intent to buy.
- Service Qualified Leads: These leads are interested in becoming paying customers.
What is the best channel for lead generation?
The best channel for lead generation depends on your audience and industry. Top contenders include LinkedIn for B2B, Facebook/Instagram for B2C, and organic search via SEO-driven content for both B2B and B2C.
Email also remains a strong, high-converting channel across the board, but it’s more of a lead-nurturing channel.
