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16 Surprising B2B Lead Generation Statistics

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In Capterra’s latest marketing survey, we asked B2B software marketers which topics they wanted to learn more about in 2014. Lead generation was the second most popular response, trailing only SEO in terms of topics software marketers cared most about.

It’s not surprising so many B2B marketers want to learn about new lead gen strategies, considering the immense competition we face in the software industry and the ever-evolving marketing landscape. Without continually improving and optimizing your lead gen campaigns, your sales pipeline would dry up pretty quickly! So it’s more important than ever that software marketers stay on top of the latest lead gen trends to continue to fuel their sales.

Woman with statistics curve

But what B2B lead gen tactics can we expect to take fire in 2014?

Here are 16 important B2B lead generation stats to guide your campaigns throughout the year.

1. The biggest challenge B2B marketers face in regards to lead generation is generating high-quality leads (61%). (Source: B2B Technology Marketing Community<<Tweet this stat

2. The most effective B2B lead generation tactics are inside sales, executive events, telemarketing, tradeshows and conferences, and email or electronic newsletters. (Source: MarketingProfs<<Tweet this stat

Source: MarketingProfs

Source: MarketingProfs

3. For B2B software marketers, however, the top sources of new business are organic search, SEM/PPC advertising, and word of mouth referrals. (Source: Capterra<<Tweet this stat

4. 84% of companies that have a CRM have a lead scoring process in place to determine the quality of leads. (Source: Direct Marketing News<<Tweet this stat

5. 37% of B2B marketers are using marketing automation to generate leads. (Source: MarketingProfs<<Tweet this stat

Source: MarketingProfs

Source: MarketingProfs

6. 44% of B2B marketers have generated leads via LinkedIn, whereas only 39% have generated leads through Facebook and just 30% through Twitter. (Source: ReachForce<<Tweet this stat

7. B2B marketers say that their greatest barriers to lead generation success are the lack of resources in staffing, budgeting, or time. (Source: B2B Technology Marketing Community<<Tweet this stat

8. B2B companies that blog generate 67% more leads than companies that don’t. (Source: WebDAM) <<Tweet this stat

9. Nearly 50% of B2B marketers’ lead gen budgets will increase this year, compared to 44% that will remain the same and 7% that will decrease. (Source: B2B Technology Marketing Community<<Tweet this stat

10. 71% of B2B marketers use content marketing to generate leads. (Source: MarketingProfs<<Tweet this stat

11. 49% of B2B marketers site social media marketing as the most difficult lead generation tactic to execute. (Source: eMarketer<<Tweet this stat

Source: eMarketer

Source: eMarketer

12. Between 5 and 10 percent of qualified leads convert for the majority of marketers. 25% don’t know their conversion rates! (Source: B2B Technology Marketing Community<<Tweet this stat

13. People are more likely to visit a B2B tech company’s website after seeing a tweet from the company, getting them one step closer to becoming a lead. (Source: KoMarketing Associates<<Tweet this stat

14. 49% of B2B marketers are heavily engaged in mobile marketing for generating leads. (Source: MarketingProfs<<Tweet this stat

15. Content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less. (Source: Demand Metric<<Tweet this stat

16. Over 50% of B2B marketers do not use direct mail to generate leads. (Source: B2B Technology Marketing Community<<Tweet this stat

Now it’s time to make your own statistics! Take what I’ve shared with you and apply it to your software company’s lead generation strategies. Maybe next year I’ll be sharing your incredible stat!

What other surprising statistics about lead generation have you come across?

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About the Author

Caroline Malamut

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Caroline is the Vendor Marketing Manager at Capterra. Her love of marketing began while growing up in Philadelphia and has only grown since attending the University of Pittsburgh. In her free time she enjoys reading, spending time with friends and family, and cheering on her Philly and Pitt sports teams.


All very interesting facts. Although I know the importance of blogging in lead generation, I was surprised by just how many more leads were generated by companies that blog compared to those who don’t.

Thanks, Taylor!

Yes, it is pretty surprising how important blogging has become for lead gen. I think that more and more consumers want to learn more about a company before diving into a relationship with them. And what better way to do that than with a blog!

[…] top business software solution company, Capterra released the results of its marketing survey earlier this year, and it reveals some interesting […]

[…] to Capterra, the biggest challenge B2B marketers face in regards to lead generation is capturing high-quality […]

This was a good topic. We are seeing B2B marketers get smarter about building conversion funnels and then fueling those funnels with distribution tactics for a better numbers.

It’s interesting that the biggest priority is in generating high-converting leads. It would be interesting to understand how this compares with the various emerging technologies for lead generation such as, Streak CRM, rapportive. for example enables our team to profile themselves and uses search engines to find and build targeted lists of leads. We would consider these already high-converting comparable to purchased email data or other previous approaches we would take to our lead generation activities to generate high conversion.

[…] to a study from ReachForce last year, just 44% of of B2B marketers have generated leads from LinkedIn – which is surprising given that it’s a very good platform […]

[…] Capterra’s most recent marketing study identified some key strategies that can assist your business in obtaining high quality leads: inside sales, executive events and social media marketing. However, none of these matter unless your business can create a demand for the products and services you offer. […]

[…]  Whereas B2B’s may generate more leads through platforms like LinkedIn or Twitter. Indeed,  44% of B2B marketers have generated leads through […]

[…] 16 Surprising B2B Lead Generation Statistics […]

[…] B2B benchmark report stated that webinars were the second most effective marketing tactic (66%). A 2013 report from Marketing Prof also found that webinars were one of the most effective tactics. However, the latest report […]

[…] to a report by the B2B Technology Marketing Community, 61 percent of marketers surveyed said that the biggest […]

[…] to a report by a B2B Technology Marketing Community, 61 percent of marketers surveyed pronounced that a […]

[…] Capterra states that 37% of B2B marketers are using marketing automation to generate leads. And this seems to be an emerging trend. There are a lot of lead generation tools in the market. You have tools that scrape the entire internet and bombard you with a million leads. But the question that needs to be asked is if all those leads are relevant to you? Do not end up paying money for leads that are of absolutely no use to you. […]

[…] 16 Surprising B2B Lead Generation Statistics, Captera – April, 2014 […]

[…] marketers since it is crucial for their businesses to have quality sales-ready leads and more than 61 percent of B2B marketers think it is difficult to generate quality leads with inbound […]

Great article. Very helpful tips.Will surely try out these tips. Also I have been using a tool called AeroLeads, which have been very beneficial for me. Do check that out too. Some other tools that I have used are datanyze, SalesLoft etc. All these tools have a free trial option too.

These are really very surprising key terms except the Linkedin one. From all of them, I usually use ict broadcast telemarketing software to get leads. I want to apply all the tact. I will try them whenever I get time. Still B2B lead generation tools are good enough especially for those who don’t have much time.

Caroline, thank you for gathering all these stats, you really shared useful and valuable info, anyone looking for quality leads should start applying them. We are in the middle of an external e-mail campaign with, after trying with telemarketing for a while. Executive events will be next on our list.

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