19 Key Stats on Lead Generation in 2024

Lead generation is the heartbeat of most businesses, particularly in B2B, with entire teams spending their full time outreaching, prospecting, networking, nurturing and trying every technique possible to generate more hot leads for their businesses, with the lowest cost possible.

In 2024, it's important for marketers to understand the latest lead generation trends and statistics to understand where they stand and be able to stand out and remain influential in their industry, learning what others are doing and continue to reach their target audience in the best way.

Discover 19 key statistics that are shaping lead generation strategies in 2024 and can help your business and your sales teams to better understand what's at stake and what they’re competing against.

Global Lead Generation Insights

These key figures in lead generation can help companies better understand how what their doing compares to the rest of the industry and use it to optimize their lead generation efforts, adapt to new trends and, ultimately, ensure sustainable growth in an increasingly challenging and competitive world.

1. It’s the biggest challenge for 61% of marketers

It’s clear that lead generation is one of businesses biggest struggle, with 61% of marketers identifying this as their biggest difficulty (source.). The hardest part is capturing the attention of potential customers amidst an overwhelming amount of information and options as well as all the competition already doing the very same thing. To overcome this difficulty, marketers and sales teams are focusing on increasingly personalized strategies, playing with data analysis and automation to refine their lead generation efforts, relying on advanced tools to support all stages of their prospecting and sales process.

2. 53% of marketers allocate half of their budget to Lead Generation

More than half of marketing professionals claim that their companies allocate at least 50% of their Marketing and Sales budget to lead generation, demonstrating its obvious importance to business growth (source). This investment highlights the essential role lead generation plays in acquiring new customers and extending market reach and it’s particularly more important in industries like business software and tech. Marketers are increasingly investing in the latest and most advanced tools and technologies to optimize their lead generation strategies and achieve better results, which requires a significant investment in both time and costs to pay for tools and team training..

3. 97% of cold calls are Ignored

Lead generation tactics such as cold calling are becoming less effective then they were 10 or 20 years ago, with 97% of phone calls being ignored (source). This statistic reflects a significant shift towards inbound marketing strategies that focus on attracting leads mostly through valuable content and real engagement. Marketers are finding that personalized, inbound approaches are more effective at generating high-quality leads and fostering long-term customer relationships. It also reflects a world where people are more aware of how to protect their data and stay away from unsolicited contacts, something that is highly supported by GDPR and other regulations, as well as big internet players such as Google or Yahoo, enforcing certain practices that prevent some of the spammy and intrusive techniques that were very popular in the past.

4. Lead Generation market to triple by 2028

The global market for lead generation solutions is expected to nearly triple by 2028, from $3.1 billion in 2021 to$9.589.1 by 2028 (source). This growth, with an expected CAGR (Compound Annual Growth Rate) of 17.5%, reflects clearly the increasing reliance on technology solutions to streamline lead generation processes and improve their efficiency. Companies are implementing and investing in sophisticated software and tools to improve their lead generation efforts and remain competitive.

5. Paid search top performer for 11% of Marketers

Paid search campaigns continue to be an essential part of lead generation strategies, with 11% of marketers stating that it is their main source of leads (source), beating email, LinkedIn automations and other channels.

Although many might claim it’s a decaying channel for lead generation, paid search continues strong, with billions invested every day as it allows companies to target specific audiences when they’re actively searching for products and solutions, capturing high-potential leads through search engine advertising.

By investing in paid search, marketers can drive targeted traffic to their websites and increase their chances of converting visitors into leads as these visitors have already taken the first step and showed clear interest by searching for a certain business or service.

6. SEO is the Top Lead Generator for 16% of Marketers

Despite being a much longer-term channel, require a lot of work and time (and patience!) to see results Organic search remains a key lead generation channel, with 16% of marketers citing it as their main source of leads (source), more than the ones mentioning PPC, a more immediate channel. SEO strategies are essential for improving website visibility and attracting quality traffic, organically, without the need to pay for clicks, which in the longer term becomes more sustainable and cost-effective for businesses that do it well. By optimizing content for search engines and targeting relevant keywords, companies can increase their chances of appearing in the top search results and capturing valuable leads as anything past page 1 of Google is basically invisible, as we know.

7. Not all Marketers are able (or care) to measure ROI

You’d think that this would be a no-brainer and 100% of marketers would be measuring the real return of their efforts but in fact, only 54% of marketers have a quantified idea of the direct ROI of their investment (source) in lead generation. It goes without saying that understanding conversion rates is essential for evaluating the effectiveness of lead generation strategies and being able to make data-driven improvements. However some businesses still focus simply on the top level numbers of leads and sales, not paying too much attention to what particular channel, ad or format is delivering the most return. Small businesses struggle the most to implement robust tracking and analysis tools to better understand their lead conversion performance and opt for simplifying the measurements to number of sales and revenue.

B2B Email Lead Generation Key stats

Generating leads via B2B email is a very overcrowded market these days and requires a strategic approach and an in-depth understanding of best practices, as well as very advanced tools to have a chance of success. The following indicators explore the relevancy of generating leads through email campaigns in today’s marketer’s suite of weapons, offering actionable insights and techniques to maximize engagement and conversion rates.

8. Email is a key Lead Generation tool for 89% of Marketers

To no one's surprise, Email Marketing remains a powerful lead generation tool and the favorite choice for a lot of sales teams, with 42% of companies considering it to be their most effective channel. Despite the rise of social media and other digital platforms, e-mail remains a reliable, fast and cost-effective method of reaching potential prospects directly, being the first choice for 89% of marketers. To be effective, email campaigns use highly personalized content, targeted messages and advanced automation to nurture leads and achieve more conversions (source).

9. 14,3% of all emails disappear or have been intercepted by anti-spam filters

It is estimated that around 14.3% of all emails disappear or are intercepted by spam filters, representing a significant challenge for email marketing and communication efforts (source) to avoid being blocked from reaching their prospects’ inbox. This statistic underlines the importance of ensuring email deliverability and the need for businesses to continually refine their practices in this area and stay fully compliant to GDPR and other international regulations. To mitigate this problem, businesses need to adopt serious internal strategies to avoid spam triggers and improve email authentication and reputation, increasing their chances of success.

10. 58% of users check email first daily - 58% des utilisateurs consultent leurs emails en premier chaque jour

Although we live in the era of social media, direct messaging and fast content, this study shows that almost 58% of people check their email before engaging in any other online activities, underlining the importance of email marketing as lead generation’s main channel.

Also, it is estimated that 99% of email users visit their inbox at least once a day. This habit gives marketers the opportunity to capture the attention of potential prospects early in their day. By sending timely and relevant emails, businesses can increase the likelihood that their messages will be read and acted upon ([sourc.e](https://www.mailbutler.io/blog/email/email-statistics-trends/))

11. Marketing emails have a 21.5% average Open Rate

Although this will vary depending on the industry, the average open rate for all marketing emails is 21.5% (source) with some industries having a much higher rate, and others a lower one, but this number can be a good benchmark to compare yourself to the general email marketing results. To improve open rates, marketers need to write compelling, personalized subject lines and not forget the pre-header as well, gaining the users attention and hooking them to open the email. On top of that, it is crucial to commit to delivering quality content to their audience that is useful to them as that will assure that future emails will be open.

12. Best days for marketing emails: Tuesday and Wednesday

Although this varies a lot based on the target audience and the industry we’re analyzing, if we consider all averages together, the best days to send marketing emails are Tuesday and Wednesday (source) given that Monday is the first day of the week with people having more to deal with and Friday being the end of the week where people might not be as concerned about their emails and won’t action anything they see before the weekend. Timing is crucial to the success of email marketing, and companies should take this information into account when planning their email campaigns to maximize engagement considering not only day of the week but also time of the day.

Social Media Lead Generation - Key Stats

AS Social Media channels evolve, they have given marketers and sales teams a suite of advanced tools and various ways to reach out to companies and decision-makers, either via LinkedIn, Facebook, Instagram, and even TikTok. This said, using the power of social media to generate leads is more than ever a vital strategy for marketing professionals in 2024.

Companies can improve their online presence, engage with a wider audience and convert social interactions into valuable leads at a relatively low cost-per-lead, when compared to other channels.. Understanding the nuances of social media lead generation, aiming for being relevant and respectful, enables businesses to build stronger relationships with potential customers and generate sustained growth in a digitally connected world.

13. 62% of marketing professionals consider LinkedIn as the most effective platform for lead generation

62% of marketing professionals consider LinkedIn to be the leading lead generation platform (source), which comes without surprise being LinkedIn the leading professional network in the world. This preference is supported by LinkedIn's unique ability to connect professionals and businesses within a very specific (or very broad) targeted industry or job role, seniority and more. Its advanced filters, analytics and broad reach among decision-makers make it an invaluable tool for marketers looking for high-quality leads. Understanding LinkedIn algorithm can also be a difficulty but some guides and tools as Kanbox exist to help you navigate in this platform and automate all of the heavy work for you.

14. 66% of marketers spend at least 6 hours a week on social networks to generate leads

66% of marketers say that they spend at least six hours a week using social media trying to generate leads (source). This investment of time underlines the value marketers place on social media's ability to connect with potential customers, in a more direct way, building brand awareness and nurturing relationships. By interacting regularly on platforms such as LinkedIn or Instagram marketers can reach a wider audience, foster trust in a more “real” and engaging way, and ultimately convert social media interactions into valuable leads, even though a lot of these interactions are automated.

15. 23% of marketers will increase their social media budget

23% of marketers plan to increase their social media budgets by 30-50% over the next three years (source) with a big part of that increase focused on lead generation campaigns This strategic investment increase, potentially decreasing investment in other channels, shows that social media is recognised as an essential channel for reaching and interacting with target audiences. By increasing their budgets, marketers aim to strengthen their online presence, reach wider audiences in a cost effective way, while improving the quality of content and leveraging advanced tools and analytics to run more effective and impactful campaigns.

16. 95% of B2B marketers use LinkedIn

95% of B2B marketers have used and continue to use LinkedIn, consolidating its position as the leading social media channel for business networking and B2B marketing (source). Thanks to LinkedIn's extensive busines-focused features such as LinkedIn Recruiter and Sales Navigator, targeted advertising, in-depth analytics and broad reach, marketers, sales teams and recruiters, can effectively find the right people and engage with decision-makers and enhance their B2B marketing efforts.

Lead Conversion Metrics

Nothing is more important than conversions. Below are some interesting stats about the effectiveness of different lead generation efforts, helping companies to identify which tactics generate the most conversions for others and where improvements can be made. By analyzing lead conversion data, businesses can refine their targeting, adapt their messaging and improve their overall marketing performance with laser-focus on the ultimate goals. Having these stats in mind can help enables businesses to better understand the markets and more effectively convert prospects into loyal customers, driving sustainable growth and success.

17. More than 70% of B2B marketers claim that videos are more effective than other content types

Over 70% of marketers say that videos are more effective than other types of content they use to engage with their target audiences (source). Videos offer a dynamic and captivating way to pass complex information, present product features and establish an emotional connection with potential customers. This preference for video content reflects its ability to capture attention, improve retention and generate higher engagement rates than text-based content. This explains the huge growth of platforms like TikTok, purely video-based with more and more businesses investing a significant part of their budgets to stand out via video.

18. 80% of marketers believe that marketing automation leads to increased lead generation and higher conversion rates

Nearly 80% of marketers believe that marketing automation can generate more leads and increase conversion rates (source). This belief in automation reflects its ability to boost marketing efforts, enabling more precise targeting, database scraping and enrichment, personalized messaging and efficient follow-up processes. Ultimately, allowing to do much more in less time and with less effort. By automating repetitive tasks, marketers can focus on strategic activities that drive growth, such as creating compelling content and analyzing campaign performance. They can focus on the more “brain” activities and leave the heavy lifting to be done by advanced lead generation tools, like Kanbox.

19. Traffic generated through PPC ads is 50% more likely to convert compared to organic channels

Traffic generated by PPC ads is 50% more likely to convert than that generated by organic channels, underlining the effectiveness of targeted advertising in delivering immediate and measurable results (source). PPC ads allow marketers to reach specific audiences with personalized messages at the right time, exactly when they are actively searching for a solution, significantly increasing the likelihood of engagement and conversion. This higher conversion rate can be attributed to the precise targeting and visibility that PPC campaigns offer, as well as extremely detailed level of traffic, ensuring that ads are seen by users who are actively searching for related products or services and it’s clear what to improve and where to allocate more of the budget based on the immediate results that are seen..

Conclusion

Every year the industry benchmarks change and what’s working now won’t be the same next year. Businesses need to adapt within a complex set of marketing strategies and tools to optimize lead generation and conversion rates.

As key points, research shows that LinkedIn is the leading B2B social media channel, used by 95% of marketers for its effectiveness in professional networking and lead generation. The power of video content is equally significant, with over 70% of B2B marketers claiming its superiority over other types of content. In addition, 80% of marketers believe that marketing automation directly improves lead generation and conversions by streamlining processes and improving data sourcing and targeting. PPC advertising further underlines its value, with traffic from PPC ads 50% more likely to convert than organic channels.

Remember these metrics and stats are only indications based on specific studies and it’s important you continue your research to know more and stay updated on your industry. All these strategies highlighted here, combined with a deeper understanding of lead conversion metrics and increasing investment in social media budgets, underline the importance of a multi-dimensional approach to driving business growth and success, knowing that, ultimately, everything will keep changing and businesses must stay alert.