28 Jan 5 Common Lead Generation Stats

What they Mean and How to Improve Them

Lead generation statistics is an essential part of evaluating sales and marketing performance, yet the meaning is elusive for many small businesses. In the age of big data, analytics and KPI’s, a simple Google search for ‘lead generation statistics’ will flood your eyes with dozens, if not hundreds of different stats, metrics and evaluation techniques and platforms.

Before driving yourself crazy, read this blog post.  We have compiled 5 key lead generation stats, defined what they mean and how to improve them.  For the record our list of five was pulled from a great Linkedin piece by Duane Lacey.  Lacey simply listed out 19-stats and their source.  We picked the 5 that resonated with us and went a bit deeper into each.  We also include the original source in parentheses used by Lacey in his piece.

1. Outsourced B2B lead generation is 43% more effective than in-house B2B lead generation. (Marketing Sherpa)

What it Means:
While having an in-house marketing team is important, finding outside sources for your lead generation is critical.

How to Do It:
Outside marketing firms like 3degreeZ are a great resource for learning about methods to generate and execute leads.  For the do-it-yourself types, there’s no shortage of tutorials and paid classes on the subject.

2. 68% of companies report struggling with lead generation. (CSO Insights)

What it Means:
It means you’re not alone! This is not a topic  you glossed over in high school economics or intro to business.  The topic of lead generation confounds even the most seasoned marketers.

How to Do it:
Education is the best medicine here.  Before you can address a problem you first have to know something about it.  Slow down go back and learn some basic methods of lead generation, determine where you’re falling short and then seek professional help on implementing change.

3. Combo stats: A. 65% of B2B marketers have not established lead nurturing. (Marketing Sherpa) B. Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Forrester Research)

What it Means:
Lead nurturing is something that a majority of businesses fail to implement and second, it’s worth the time and investment to do.  These two stats in tandem clearly show a correlation between the cost of customer acquisition and the ability of your sales and marketing team to find, nurture and qualify new leads.

How to Do it:
Once you’ve followed the first couple of steps in learning about lead generation in a broad sense, the next step would be to implement processes that are easily duplicated and followed by all team members and subsequent hires in your sales and marketing departments.  Clear and logical systems and methodology will drive down cost and increase efficiency.

4. 42% of sales reps feel they do not have the right information before making a sales call. (Lattice Engines/CSO Insights)

What it Means:
You, or your company is doing a bad job at giving your sales team qualified informed information prior to sending them on a call.  In fact, according to CSO 53% of sales leads are generated by the sales team themselves; only 24% by marketing.

How to Do it:
Increase training initiatives, or develop a strong inside sales assistant team.  By getting preliminary research handled upfront and providing your outside team with strong, accurate detailed information, you can greatly increase their effectiveness as they will now be able to focus on stronger leads and spend less time developing new ones.

5. 64% of marketers indicate that email is their most important digital marketing tool. (B2B Magazine)

What it Means:
It’s true email is an extremely powerful tool, so no surprise that many businesses would find great use in it. However, it can also mean that not enough time is spent on outside sources of lead generation.

How to Do it:
If you don’t have email marketing in play, you can do so with any number of providers.  If you’re new to it, a company like 3degreeZ is a great resource to consider for some expert help.

Need More Help? Contact us today for a free consultation.

3Degreez Marketing specializes in crafting integrated marketing plans that tie these elements together powerfully for brands focused on investing in business building activities. We start by gathering insights via our Market Intelligence System.


Michael Medipor
  • Caroline Cronk
    Posted at 05:37h, 18 February Reply

    It’s shocking to see that 65% of the B2B marketers surveyed don’t have an established lead nurturing program in place. B2B marketing and sales teams have better success with well-researched, qualified leads and don’t waste time (and money) on going after prospects that don’t have a need or aren’t a good fit for their business.

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