Lead Generation Statistics for 2025: Trends, Channels, and Industry Insights
Understanding actual B2B lead generation data and trends helps you identify where the market is heading and which tactics show the best results. Besides, knowing average sales funnel conversion rates across industries lets you assess your numbers objectively and set realistic goals.
In this article, you’ll find fresh lead generation statistics and effective ways to apply them for guiding your efforts.
TL;DR: Key B2B lead generation statistics for 2025
I’ve summed up the main lead generation data you can use for your 2025/2026 B2B marketing and sales strategies.
Factor
Data/Insight
Key takeaway
Marketing budget share
37% of marketing budgets go to lead generation
Lead generation remains the top spending priority
Strategic focus
Most B2B marketers rank high-quality as a key task
Quality matters more than quantity in 2025
Average cost per lead (CPL)
$391.8 across all channels
Optimize campaigns to lower acquisition costs
Average cold reply rate
5.1%
Personalize outreach to improve email deliverability rates and engagement
Top-performing channel
Email – chosen by 32% of marketers
Email is still the #1 channel for B2B lead generation
Top social source
LinkedIn – drives 80% of B2B prospects from social media
Leverage LinkedIn automation for steady pipeline growth
Lead nurturing impact
Increases sales opportunities by up to 10%
Continuous nurturing pays off
Before we delve into more specific stats, such as cold email benchmarks or sales funnel conversion rates related to particular channels, let’s start with the overall lead generation trends. This overview explains why many teams still choose lead generation as the central part of their growth strategy.
This information also provides more actionable insights, such as what can be considered a healthy lead generation rate or how the cost per lead (CPL) varies across different industries.
We at Snov.io want to provide you with real data you can rely on to plan your strategy with confidence. That’s why all the statistics we use are always up to date and come from trusted primary sources.
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General lead generation statistics
Let’s start with some of the key B2B lead generation data:
80% of B2B marketers consider generating new, qualified leads as a mission-critical priority.
59% of B2B marketers plan to increase email budgets to drive more prospects through 2026.
B2B marketers in the UK and the US allocate 37% of their current marketing budgets to lead generation.
Paid social, email, and display advertising are the top preferred channels for driving prospects.
Over half (53%) of B2B marketers rate their average lead quality as high.
Invalid emails are the #1 lead-quality issue.
Check email addresses from your list with Snov.io Email Verifier to prevent invalid emails from getting to your list.
Snov.io’s built-in Verifier tool helped us cut the expenses for email validation, as all emails collected from LinkedIn were already pre-verified and the results were as accurate as the tool we used before.
Nibil M S
VP of Operations at Leadlytics
Email marketing lead generation statistics
Email continues to be one of the most powerful channels to generate leads. Let’s review fresh email marketing and lead generation statistics:
41% of marketers rank email marketing as the most effective channel for prospecting and sales growth.
Email marketing delivers the best ROI among other channels for B2C.
32% of marketers name email as the most effective channel for generating B2B leads.
For 40% of marketers, generating MQL/SQL leads is the top email marketing KPI.
35% of companies report a $10-36 return for every $1 spent on email marketing.
Most common open rates for marketing emails range from 20 to 30%.
B2C brands have an average CTR of 3-5%, while B2B companies see this rate between 1-3%.
30% of agencies and professional services report a CTR above 5%. This number also pertains to 27% of e-commerce and retail brands and 22% of tech companies.
Cold outreach, although always a challenge for businesses, will be even more complicated in 2026, as buyers are flooded with messages and only respond to those that feel truly relevant.
The average cold email open rate for B2B in 2025 is 27.7%.
Regarding cold email benchmarks for B2C, the average open rate is 40-60%.
The average cold email response rate in 2025 is 5.1%.
Considering industry cold email benchmarks, revealed in Belkin’s 2024 study, you can use 10% as a baseline for an excellent response rate.
💡 Expert tip
Turning off open tracking can dramatically increase your reply rates. According to recent findings from Snov.io’s analysis of over 44 million emails, with open tracking off, reply rates more than doubled: 2.36% vs. 1.08%.
Cold email stats claim that campaigns sent on Wednesday between 7:00 and 11:00 a.m. show the highest response rate.
A 2-email sequence (with one follow-up) drives the highest response rate at 6.9%.
The average conversion rate for cold outreach is 0,2153%.
Cold email stats say that reply rates can increase by nearly 49% after a single follow-up.
The average cold email bounce rate is 7.5%.
Cold email benchmarks for good deliverability are anything above 95%.
If your rate is lower, I recommend running a quick Deliverability Test to identify inbox placement issues and get recommendations on how to improve your metrics.
Research shows that personalized emails are key to successful outreach. Why:
Personalization can improve cold email conversion rate by 10%.
About 25% of marketers consider segmentation the most effective personalization strategy for email marketing and lead generation, particularly.
41% of B2B teams are prioritizing budget for personalizing buyer experience.
77% of marketers claim that emails with personalized subject lines perform better.
66% of recipients are more likely to open an email if a subject line includes their name or company name.
64% of companies use dynamic content to personalize their emails.
18% of marketers say personalizing email content is the most impactful AI use case.
👀 Did you know?
You can leverage real-time personalization in your emails with Snov.io’s Dynamic content feature. It allows you to include multiple dynamic variables in one email, personalizing its various parts (subject line, intro, offer, or CTA).
I also recommend implementing an AI-powered personalization approach with Snov.io’s ICP based Email Builder.
Simply provide details about your product or service, describe your ICP, and let the AI Email Writer generate segment-specific subject lines and copy for you.
Customize the drafts with style options and add them to your sequences or save them as templates.
And some cold email automation stats that can’t be ignored:
As per Omnisend’s recent analysis, automated campaigns demonstrate 2,361% higher sales funnel conversion rates than traditional campaigns.
Automated emails drove 37% of all campaign sales, while making up only 2% of sends.
Key takeaways:
Email marketing lead generation should be one of the company’s top priorities in 2026, as this channel is still very effective for driving new opportunities.
Content marketing and lead generation
Content lead generation is still a popular way to capture and convert B2B prospects. Below, you can see lead gen content insights and statistics that will help you define what formats actually work and how to efficiently budget for them.
Best formats for content lead generation
Let’s review what types of content marketers will give preference to in 2026.
74% of B2B marketers consider content marketing effective for generating prospective customers.
Most content for lead generation is distributed via social media (89%), blogs on corporate websites (84%), and email newsletters (71%).
According to Netline’s 2025 study, ebooks are the most effective B2B content type regarding registrations compared to white papers.
Based on the findings from the 2024 Content Preferences Survey:
72% of B2B buyers say that blog posts are the most valuable format at early stages of the buyer’s journey.
Here’s a breakdown of other most effective content types you can use at this stage:
As you proceed through your sales funnel, you can adapt content to lead generation goals based on these stats:
Webinars (78%), case studies (58%), and user reviews (57%) work best for the middle funnel.
77% of B2B decision makers prioritize demos as late-stage content.
Videos will continue to be one of the best lead gen content types in 2026:
88% of marketers report that videos help them bring in new opportunities, while 84% of them claim that this format directly increases sales.
87% of customers took a purchasing decision after watching a video.
B2B marketers consider videos (58%) and case studies (53%) as the most effective types of content.
As you can see, while blog lead generation works fine for early stages of the funnel, videos are more versatile, being effective throughout the whole customer journey.
Budget allocation and ROI content lead gen stats
Are companies willing to set aside more resources for content marketing in 2026? Let’s take a look.
Case studies, lead nurturing campaigns, and video are the top three formats B2B marketers plan to invest more in 2026.
38% of companies operating in software, healthcare, financial services, and consulting intend to increase budgets for webinars.
Take a look at the top content forms the above-mentioned businesses would like to invest in in 2026:
As you can see, video is also one of the top formats that software, healthcare, financial, and consulting teams consider for investments.
93% of marketers say that video delivers a strong ROI.
According to other B2B surveys, 61% of companies are going to increase their budget on video content.
About 40% of organizations will increase their investment in AI for content creation and optimization.
To make a strong content lead generation strategy for 2026, blend formats across the buyer journey. Use educational blog posts to attract, insightful case studies to nurture, and high-impact videos to boost conversions.
Effective social media lead generation depends on matching the right platform to your audience. Use Facebook and Instagram for brand visibility, TikTok and YouTube for brand exposure through video content, and choose LinkedIn for getting high-value B2B prospects.
LinkedIn is your oyster
Take the most out of it with a trusted automation tool
When looking through the insights from B2B lead generation data, email and webinars will remain the core stack for teams in 2026, besides LinkedIn.
51% of professional services companies say that it has become harder to win a new business in 2025.
According to 78% of service businesses, the typical sales cycle is around 6 months, from initial call or meeting to a deal close.
73% of B2B buyers prefer to be contacted via email.
So companies actively use email as a workhorse channel: 71% of marketers leverage it for newsletters, and 63% run other email campaigns.
Email is the top-performing distribution channel according to 42% of B2B marketing specialists.
51% of marketers also name webinars the most effective channel delivering strong results for B2B.
If talking about tool usage, 56% of B2B marketers prioritize AI-powered automation in 2025.
Among B2B teams using generative AI, 45% report more efficient workflows, about 42% see improved content optimization, and 38% claim enhanced creativity.
The average website visitor conversion rate for B2B sites is 3.6%.
Industry B2B lead generation data insights
The average MQL to SQL conversion rate across industries is 16%.
The lowest MQL to SQL conversion rate is for legal services, while the highest rate is for business insurance.
The average CPL (cost per lead) across both paid and organic channels is $391.8.
The lowest CPL is $91 for the e-commerce industry, while the highest rates are $982, $653, and $649 for higher education, financial, and legal services, respectively.
Here is the breakdown of the key B2B lead generation data for various industries:
😎B2B lead generation data is not enough? See how to generate unlimited B2B leads for free with AI:
Key takeaways:
Email continues to anchor B2B lead generation. Social media channels like LinkedIn, enhanced by AI automation, also boost efficiency and personalization across campaigns. In 2026, double down on using data-driven insights and AI tools to boost sales funnel conversion rates and reduce acquisition costs across industries.
Lead generation statistics by channel type
Let’s review the stats for all popular channel types to see what’s worth prioritizing.
Organic
Organic search is still the primary lead generation source online.
Baseline for conversion rates on landing pages across industries is 6.6%, ranging from 3.8% in SaaS to 12.3% in the events and entertainment sector.
Video marketing as an organic lead generation source delivers an average B2B conversion rate of 1.3%.
2.4% is the baseline for B2B conversion rates through email marketing for agencies.
Thought, according to Leadership SEO, the average B2B conversion rate is 2.6%.
The ROI from organic marketing activities on LinkedIn is impressive: 229% across industries
The top three industries with the highest LinkedIn organic ROI are Staffing & Recruiting (529%), Financial Services (390%), and B2B Software/SaaS (388%).
Paid advertising will not be a less important lead generation source than organic channels in 2026:
Paid social media content is the second top marketing channel, resulting in ROI for B2B companies.
The average CPC in Google Ads across industries is $5.26, with the highest rate of $8.58 for Legal Services.
In 2025, the average CPL in Google Ads is $70.11, and this rate increased by 5.3% compared to 2024.
Meanwhile, the average click-through rate in Google Ads in 2025 is 6.66%.
Here are the key average metrics for ads in 2025:
You can consider these benchmarks while elaborating on your lead generation strategy.
Referral & Partner Marketing
Referrals keep on being prolific sources of new opportunities for companies.
Analysts project that the global referral marketing software market will grow to $713.3 million by 2027.
About 89% of people trust personal recommendations over ads.
Referrals bring 20% of total B2B leads in 2025.
E-commerce is expected to be the leading segment for referral marketing.
Brands using affiliates + influencers drive up to 46% more sales than single-channel strategies.
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Webinar and events
Leads from webinar registrations are 16% more likely to make a buying decision.
CTA conversions per webinar increased by 24% YOY.
The average conversion rate for webinars across B2B industries is 2.3%.
35% of B2B teams plan to invest more in events and trade shows in 2026.
The average lead-to-MQL conversion rate across different lead generation channel types is 31%. Client referrals, executive events, and SEO deliver the highest results.
Organic, paid, referral, and event-based channels all remain powerful lead generation sources, each serving different purposes – from building authority to driving immediate conversions. Balance your strategies by combining high-ROI organic tactics with paid channels to maximize lead quality and sales funnel conversion rates.
Bonus stats on lead nurturing
Lead generation is useless without consistent and relevant interactions with prospects. With smart nurturing strategies, you can turn your leads into qualified opportunities. The stats prove this:
47% of B2B teams are going to increase their budgets for nurturing campaigns in 2026.
73% of marketers say that lead nurturing helps generate warmer and more sales-ready leads.
Moreover, 31% of marketing professionals report that lead nurturing programs help them lower the cost for qualified leads (CPQL).
Lead nurturing drives a 10% increase in sales opportunities for 27% of marketers, while 42% of professionals claim a 20% performance lift.
49% of marketers consider email newsletters effective for lead nurturing.
Other high-performing tactics include webinars (46%), case studies (44%), white papers (37%), and research-based content (33%).
41% of marketing teams use a weekly nurture cadence.
23% of marketers prefer reaching out every two weeks, while 19% do it every three days.
Most marketers (40%) include 4-5 touches in their nurturing campaigns.
Invest in lead nurturing campaigns using a balanced cadence of personalized emails, educational webinars, and data-backed content to build trust, reduce costs, and increase conversions.
How to use lead generation statistics to improve results
Now that you know actual lead generation data, let’s talk about how you can apply it to optimize your strategy and drive better results.
Choose the right channels for your ICP
With fresh social media, advertising, and email lead generation stats, you can see which channels perform better and generate the most qualified prospects. Focus your efforts on high-performing options specifically for your ideal prospects, and build a predictable, data-driven strategy to increase lead generation.
Focus on high-performing content types
No more guesswork or burning resources on every format.B2B lead generation data provides insights into which content types actually drive most conversions or booked meetings.
From case studies, webinars, templates, to comparison tables — define which of these formats fit your product or buyer journey best. Include them in your content plan to increase lead generation efficiency. Measure the performance of each content type and continue with the “winners.”
😎I recommend tracking not only clicks but also views to see which format truly converts.
Allocate your budget effectively
Knowing fresh lead generation statistics lets you plan your budget more effectively. Use this information to see which channels or campaigns deliver the highest ROI and invest accordingly. Consider CPL, conversions, SQL rate, and other metrics. With such a data-driven approach, you can shift budget to what truly works, reaching your business goals at a lower cost.
Set reasonable KPIs
What if your campaign performs well, but the goals are just unrealistic? What does this “well” even mean?
Gain insights into email lead generation stats, industry benchmarks for optimal sales funnel conversion rates, average CPL across channels, or other performance metrics. For example, if you hit 75% of industry benchmarks, your performance is really strong.
😎I recommend reviewing baselines regularly to set achievable goals and realistic KPIs.
Best practices to enhance lead generation with Snov.io
I can’t leave you without extra recommendations from Snov.io experts. Here, you can find practical tips as well as helpful tools to boost your lead generation efforts.
Build a strong lead list
Clearly define your ICP (industry, location, job title, etc.) and source contacts that match those criteria. Asemail lead generation stats show, email is still one of the top channels for collecting leads for businesses. And you can do it effortlessly with Snov.io Email Finder.
Apply the tool on any website to gather email addresses associated with the page. With Snov.io, you can also find target emails by name, company, or domain, or try Database Search with advanced filtering options.
Snov.io Database Search with 50+ million company contacts
You can also collect leads from LinkedIn using LinkedIn Email Finder. Based on the B2B lead generation data, this social network is a gold mine for sourcing high-quality prospects.
Apply the extension to a profile, company, or search results page.
You’ll be able to create a lead list in less than a minute — enriched with data, including full name, job title, industry, etc.
Automate lead nurturing
Most conversions come from timely follow-ups, so a strategically planned email sequence can help move your prospects toward a decision more effectively.
Ensure consistent and well-timed communication with high-value leads by using Snov.io’s Cold Email tool. With this solution, you can build automated email sequences with minimal effort. In an intuitive drag-and-drop editor, you can quickly create campaigns with custom delays and conditions that adjust the flow based on recipients’ behavior.
You can also add A/B testing with up to 15 variations to each step of your sequence. Compare results with average email lead generation stats and identify the most effective option to boost your results.
To ensure accurate results, test only one thing at a time and with similar ICPs. Thus, you can get what actually changed. A/B tests for whole emails are not actually A/B tests.
Atahualpa Maia
VP of Sales at Snov.io
Personalize communication
Lead generation statistics show that personalization can considerably lift performance metrics. Start with segmenting your email list to adjust content to specific ICPs. Then use Snov.io personalization variables to automatically insert details like name, role, industry, and others into your email copy.
Leverage a multichannel approach
Don’t limit your outbound lead generation to email or LinkedIn. Multichannel campaigns cut CPL by 31% compared to single-channel outreach. For B2B, a good practice to increase lead generation output is combining email and LinkedIn outreach.
You can create automated multichannel campaigns in a few minutes in Snov.io. Simply add LinkedIn actions (profile views, post likes, connection requests, messages, and InMails) to your email sequences, and convert your leads faster.
Key takeaways
I’ve tried to provide you with the freshest B2B lead generation data and trends for 2026 so you can adjust your lead gen strategy accordingly.
Now, let me recap the top insights you can consider for your optimization already today:
Personalization will remain the top trend in 2026. Personalized content, subject lines, and CTAs have a positive impact on reply rates and conversions.
Consider leveraging AI-driven automation to enhance your lead generation efforts.
Email is the top channel for driving conversion in B2B, while LinkedIn is the top social media platform for high-quality leads. Combine them into your multichannel outreach campaigns for a more effective lead generation scenario.
Prioritize lead gen content that converts at a specific funnel stage and is tailored to the customer journey. Add videos as a part of your strategy as they’ll remain the top-converting content type in 2026.
Use emails, webinars, and case studies to effectively nurture your prospects.
Rely on safe AI-powered tools to enhance your performance.
Leverage Snov.io to collect verified contacts and move them confidently toward a purchase decision with personalized automated sequences.
