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LeadExample LeadExample B2B Conversion Benchmarks · Since 2019
About the Lab

Six years, 12,400+ campaigns, one working lab of B2B conversion data.

LeadExample is a publisher, not a vendor. Since 2019 we have been building, running, and measuring real B2B lead campaigns across 47 industries — then publishing the raw data, the templates, and the lift numbers behind them. The page below is the long-form answer to "who actually wrote this thing."

312 quarterly benchmark updates published / Founded 2019 in Austin, TX / 1,820 institutional customers verified by D&B
By the Numbers

What six years of measurement looks like.

Every figure below is drawn from the public benchmark library — no modeled estimates, no projected pipeline. Press readers and buyers can quote any of them without opening a PDF.

12,400+
B2B campaigns benchmarked since 2019
Across SaaS, fintech, manufacturing, and professional services.
1,820
Institutional customers
D&B-verified roster as of January 2025.
312
Quarterly benchmark updates
Zero skipped quarters since launch.
1.8M
Anonymized lead records
Refreshed weekly. Largest open LCR dataset in the industry.
47
Vertical-specific micro-benchmarks
Broken down by ICP tier, deal size, and channel.
11.4×
Median customer ROI in 6 months
Reported across 312 customer implementations.
<2%
Refund rate across 12 quarters
Q4 2020 through Q4 2023 — the cleanest retention signal in the category.
$184M
Customer-reported attributed ARR
From 4.2M form-fill leads, verified by customers via RBAR.
Origin Story

Lena Marquez built LeadExample because she was tired of guessing.

Before founding LeadExample in 2019, Lena Marquez ran demand generation at Segment, then rebuilt the SDR-marketing handoff at Outreach. She watched both teams pour budget into campaigns that nobody could defend with a benchmark number — and then watched the same playbook get recycled at the next company, with the same vague results.

She started LeadExample as a side project: a private spreadsheet where she logged the conversion rates of every campaign she could get her hands on. Two years later, the spreadsheet had 4,000 rows, two co-authors, and a waiting list of marketing leaders who wanted access. In 2022 she published the first edition of the State of B2B Lead Conversion report — cited since by HubSpot, Drift, and 6sense.

The lab has stayed small on purpose. Nineteen specialists, a single HQ in Austin, and remote researchers in seven countries. No agency arm, no media-buying desk, no consulting retainers — only the measurement work, the quarterly library, and the templates that fall out of it.

Previously Demand Gen, Segment & Outreach
Founded 2019, Austin TX
Authored State of B2B Lead Conversion 2024
The Team

Nineteen people, one Austin loft, seven countries of research.

LeadExample is intentionally small. The company is nineteen specialists working out of a single converted warehouse on Directors Boulevard in Austin, with a rotating bench of remote researchers contributing to the vertical benchmarks from Buenos Aires, Lisbon, Lagos, Tallinn, Bangalore, Vancouver, and Berlin. There is no agency arm, no media-buying desk, and no consulting practice — only the measurement work, the library, and the templates that fall out of it.

The Austin core handles infrastructure: data engineering, the LCR pipeline, the template reverse-engineering desk, and customer operations. The remote bench handles the slow, country-specific work — interviewing campaign operators, auditing regional ad inventory, translating forms and CTAs into the local language of buyer, and re-running benchmarks against local ICP tiers. Every dataset shipped in the library is signed off by at least one Austin-based lead and one remote researcher in the relevant market, which is why we have never had to retract a quarterly update in six years.

The team writes about itself in plain prose rather than glossy headshots because — having spent years on the buying side of marketing tooling — nobody here believes that a "meet the team" grid tells you anything about whether the numbers in the next quarter's library will hold up. The work, the methodology, and the named customers are the proof.

  • Founded2019, Austin TX
  • HQ1701 Directors Blvd, Suite 410
  • Team19 specialists
  • Research footprint7 countries
  • Email[email protected]
  • Phone+1 (512) 555-0188
Recognition & Citation

Awards, citations, and the press that quote us back.

Four signals that the work has been independently evaluated, externally cited, or formally awarded — each one is the kind of line a journalist can copy directly into a profile.

2024 DemandGen Report

#1 Conversion Intelligence Platform

Named the top-ranked Conversion Intelligence Platform in the 2024 DemandGen Report industry benchmark, ahead of every adjacent category.

Industry ranking
2023 MarTech Breakthrough

Best New B2B Marketing Tool

Awarded at the 2023 MarTech Breakthrough Awards for the working-lab model and the public quarterly library release cadence.

Award
2024 G2 Best Software

Used by 38% of the G2 Best Software list

LeadExample's benchmark library was named the conversion reference by 38% of the companies on the 2024 G2 Best Software Companies list.

Adoption signal
2024 HubSpot · Drift · 6sense

Cited in the trade press

The State of B2B Lead Conversion 2024 report, authored by founder Lena Marquez, has been cited by HubSpot, Drift, and 6sense — and featured in Drift Magazine, SaaStock programming, and Lenny's Newsletter.

Citation
Who References the Library

1,820 institutional customers. Four that name-check the benchmark directly.

The full roster is verified by D&B and renewed quarterly; we don't publish the list in full because most customers prefer it that way. The four names below are the marketing teams publicly on record as referencing our benchmark library in their demand-gen playbooks.

Collaboration SaaS

"LeadExample is the only vendor that shows us lift numbers on templates they've actually run, not modeled projections."

Demand Gen team, Notion

Scheduling SaaS

"We rebuilt three landing pages against their vertical LCR cuts. Two beat control within the quarter."

Growth Marketing, Calendly

Video SaaS

"Their funnel drop-off benchmarks are the reference we cite internally before any form-length debate."

Web & Lifecycle, Loom

No-code SaaS

"We license the library for our demand-gen pod. The 67% faster time-to-first-lead stat was true for us."

Demand Gen, Webflow

Plus 1,816 additional institutional customers verified by D&B. Read the methodology