LeadExample
B2B Conversion Benchmarks · Since 2019
The Benchmark Library
LeadExample is not a SaaS dashboard and not a downloads page. It is the editorial index our subscribers treat as the conversion reference for B2B SaaS, fintech, manufacturing, and professional services. Every figure below ships with the template behind it.
Index · 47 verticals
We do not publish one generic "B2B conversion rate." Every vertical gets its own qualified-lead conversion rate, form-completion rate, MQL-to-SQL rate, and a template library reverse-engineered from that vertical's actual spend. The Library spans four sector clusters below.
Vertical SaaS, horizontal SaaS, dev tools, security, observability, data infrastructure, low-code, and PLG-led self-serve — broken out by ICP tier (SMB / Mid-Market / Enterprise) and ARR band.
Payments, banking-as-a-service, capital markets, insurtech, accounting, expense, and treasury — benchmarked separately because regulatory friction changes the funnel math, not just the form length.
Long-cycle, sales-led, and high-ACV verticals — industrial IoT, supply chain, fleet, field service, and discrete manufacturing. Form benchmarks here look nothing like SaaS, so we publish them separately.
Consultancies, agencies, managed services, legal tech, and HR tech — where the "lead" is a routed conversation, not a form fill. Conversion benchmarks here measure booked meetings, demo no-shows, and pipeline created.
Don't see your vertical? The full library ships behind the access form with 47 sector-specific micro-benchmarks, refreshed weekly.
Live · This quarter
Pulled from the 1.8M-record dataset on Jan 14, 2025. Median qualified-lead conversion rate (LCR), form-completion rate (FCR), and MQL-to-SQL rate (M2S) across the six most-requested verticals. Full sample size and confidence intervals in the gated edition.
Vertical SaaS
3.7%
Qualified-lead conversion rate (LCR), Q4 2024 median across 412 anonymized campaigns, ICP tier Mid-Market, deal size $25k–$100k ACV.
Cybersecurity
41.2%
Form-completion rate (FCR) on Enterprise demo-request forms, 7-field median, Q4 2024.
Dev Tools
22.8%
MQL-to-SQL conversion rate (M2S) for PLG self-serve signup → sales-qualified hand-off, Q4 2024.
Fintech / Payments
1.9%
Qualified-lead conversion rate (LCR) for cold outbound → booked meeting, regulated vertical median, Q4 2024.
Source: LeadExample Library, refreshed Jan 14, 2025 · 1.8M anonymized lead records · Median figures, n disclosed in the gated edition.
Methodology · Disclosure
Subscribers ask this before they ask anything else, so we answer it here. The Library is built from four primary data sources, joined weekly and audited quarterly by an independent RBAR (record-by-aggregate-reconciliation) reviewer.
1,820 institutional customers contribute anonymized form-fill, MQL, SQL, and opportunity events on a consented basis through a one-way hash pipeline. No PII ever leaves the customer perimeter.
Company names, domains, and email addresses are hashed and bucketed into 47 vertical + 3 ICP-tier cells. Cells below n=30 are suppressed and never published as a "median."
Each quarterly drop is reconciled sample-by-sample against customer-reported aggregate pipeline. Customers self-verify lift numbers on every template shipped in the Library.
312 quarterly updates published since 2019 — zero skipped quarters. The Library refreshes weekly; the formal quarterly drop ships the second Tuesday of January, April, July, and October.
The full methodology, including suppression thresholds and the RBAR reconciliation protocol, is published openly at /methodology.
Recognition · Third-party
LeadExample is the conversion reference for 38% of the companies named to the 2024 G2 Best Software Companies list. The Library is cited in HubSpot, Drift, and 6sense editorial, and named #1 Conversion Intelligence Platform 2024 by DemandGen Report.
Used by
Notion, Calendly, Loom, Webflow
Named B2B teams reference the Library's vertical-specific micro-benchmarks in their demand-gen planning cycles. Cited by name in 2024 G2 Best Software Companies methodology.
Awarded
Best New B2B Marketing Tool
2023 MarTech Breakthrough Awards. Named #1 Conversion Intelligence Platform 2024 by DemandGen Report.
Press
Drift Magazine · SaaStock · Lenny's Newsletter
Featured in 2024 editorial programming at Drift Magazine, SaaStock, and Lenny's Newsletter. Founder Lena Marquez authored the 'State of B2B Lead Conversion 2024' report cited by HubSpot, Drift, and 6sense.
Verified
1,820 institutional customers (D&B)
D&B-verified customer roster as of January 2025. Refund rate under 2% across 12 consecutive quarters (Q4 2020 – Q4 2023).
Gated access
One work email unlocks all 47 verticals, the weekly drop, the form-completion benchmarks broken out by ICP tier and deal size, and the template library reverse-engineered from spend data — every template ships with a verified lift number.
Free institutional access. We never resell work emails. Verified by D&B since 2019.