LeadExample
B2B Conversion Benchmarks · Since 2019
LeadExample Reports
A working library of B2B lead conversion research. The flagship State of B2B Lead Conversion 2024 sits alongside quarterly index PDFs and named-customer teardowns. Every artifact carries an author, an issue date, and the underlying dataset — built from 1.8M anonymized lead records, refreshed weekly, verified by D&B.
By the numbers — the dataset behind every report below
The Flagship Report
Written by LeadExample founder Lena Marquez and built from 1.8M anonymized lead records, the State of B2B Lead Conversion 2024 is the only benchmark report in B2B marketing that publishes qualified-lead conversion rates (LCR) broken down by ICP tier, deal size, and channel — across 47 verticals.
Cited by HubSpot, Drift, and 6sense. Referenced by 38% of the 2024 G2 Best Software Companies list. Named “Best New B2B Marketing Tool” at the 2023 MarTech Breakthrough Awards, partly on the strength of the underlying dataset this report is built from.
Back Issues · 2023 – 2024
Published without interruption since Q1 2019. Every issue ships with verified lift numbers, not agency creative.
LCR refresh across 47 verticals · Q4 2024 lift data
Form-length, CTA wording, and funnel drop-off across 312 SaaS campaigns
ICP-tier LCR, deal-size bucketing, and channel attribution for fintech
Long-cycle funnel benchmarks for industrial SaaS and B2B services
Form-fill to qualified pipeline, verified lift numbers
Self-serve signup to sales-qualified lead, weekly refresh data
Demo-request conversion and SDR handoff benchmarks
Mid-market to enterprise LCR, deal-size segmented
Back-issues from 2019 – 2022 are available to full-library subscribers — 184 prior issues, indexed by vertical and quarter.
Methodology Note · Revised Q4 2024
A short, sober statement of method. This is the same note that opens every report in the archive.
The LeadExample benchmark dataset contains 1.8M anonymized qualified-lead records contributed by 1,820 institutional customers and refreshed weekly. Records include form-fill source, ICP tier, deal size bucket, channel of origin, and final qualified-lead disposition. We publish LCR (lead conversion rate) broken down by ICP tier, deal size, and channel — across 47 vertical-specific micro-benchmarks.
We do not publish lead counts, contact lists, or per-customer pipeline figures. We do not aggregate personal email addresses, and we do not sell or resell leads. LeadExample publishes benchmarks — it is not a lead marketplace. Aggregate ARR attribution ($184M across 4.2M raw form-fill leads) is verified by customers via RBAR and reported in the flagship report, not extrapolated.
The customer roster is D&B-verified as of January 2025 (1,820 active institutional customers). Templates and benchmarks are reverse-engineered from spend data, not agency creative decks — every template ships with verified lift numbers. Refund rate has been under 2% across 12 consecutive quarters (Q4 2020 – Q4 2023). Median customer ROI: 11.4x on annual subscription cost within 6 months.
The State of B2B Lead Conversion 2024 has been cited by HubSpot, Drift, 6sense, Lenny’s Newsletter, and 2024 editions of Drift Magazine and SaaStock programming. You may cite any chart or figure from the archive in derivative work under the standard LeadExample citation license — see the FAQ below for reuse terms.
Before You Download
The flagship State of B2B Lead Conversion 2024 and the four named-customer teardowns are gated by a single email field. The eight quarterly index PDFs are ungated and available to read in full without signup. The full benchmark library — 312 prior quarterly updates — is gated behind the full-library subscription.
Weekly. The flagship report carries a quarterly refresh cadence (Q1, Q2, Q3, Q4). Vertical index PDFs refresh on a rolling six-week cycle. You can verify this against any chart’s “as-of” date stamp, which is printed at the bottom of every figure.
Yes. Derivative work (blog posts, internal decks, conference talks) may cite any chart or figure under the standard LeadExample citation license — attribution “Source: LeadExample,
Aggregated, anonymized benchmark slices are available to full-library subscribers on request — typically delivered as quarterly CSV drops with the same field schema as the public charts. Per-customer pipeline data is never licensed out. Median customer ROI (11.4x within 6 months) and aggregate ARR attribution ($184M across 4.2M raw leads) are reported in aggregate only.
Still have a question? The team in Austin reads every note — [email protected].
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