01
SaaS
▲ 2.4 pts vs Q411.8%Median LCR
31.4%Top-decile LCR
4.2Median form fields
2,140Funnels tracked
Vol. 06 · Issue 01 · Q1 2025
Free to qualified B2B marketers
State of B2B Lead Conversion 2025 — Issue 01
Top-decile SaaS funnels convert qualified leads at 31.4% — nearly 2.7× the 11.8% median. We mapped the gap, by ICP tier and by channel.
LeadExample is the working lab where 12,400+ real B2B campaigns get built, run, and measured across 47 industries. Every quarter we publish the raw numbers, the templates behind them, and the verified lift each one produces — so demand gen leaders stop guessing about form length, CTA wording, and funnel drop-off.
Weekly benchmark intel drop · No agency decks · Unsubscribe in one click
By the Numbers
Six years of campaign data, one open dataset.
We don't publish averages. We publish every qualified-lead conversion record behind them — refreshed weekly, sliced across 47 verticals, verified by the customers who ran the campaigns.
12,400+
Real B2B campaigns benchmarked since 2019
Source: LeadExample internal ledger, Jan 2025
1.8M
Anonymized qualified-lead conversion records
Refreshed weekly · Largest open LCR dataset in B2B
47
Vertical-specific micro-benchmarks
SaaS, fintech, manufacturing, professional services & more
67%
Faster median time-to-first-lead
Verified across 312 customer implementations, Q1 2024
From the State of B2B Lead Conversion 2024
A 19.6-point spread separates the top decile from the median SaaS funnel.
Lena Marquez's annual report — cited by HubSpot, Drift, and 6sense — quantifies exactly where the funnel breaks, then ships the templates that close the gap.
The headline finding is uncomfortable for the median team: across 2,140 SaaS funnels measured in 2024, the top decile converted qualified leads at 31.4%, while the median sat at 11.8%. The gap isn't talent or budget — it's structural decisions: form-field count, CTA verb tense, multi-step handoff latency, and the speed of the first SDR response.
Break the top decile down by ICP tier and the variance widens further. Enterprise ICPs (ACV > $50k) convert at 24.1% in the top decile versus 7.9% at the median — a 3.05× gap. Mid-market closes the spread to 2.4×. SMB flattens to 1.8× because volume masks structural inefficiency.
Every number in the report ships with the campaign asset that produced it. No agency decks, no unattributed lift claims. If a template appears in the report, it's because we ran it, measured it, and a verified customer reproduced the result.
Download the 2024 report excerpt →
47 verticals. One benchmark each. No generic averages.
Pick your vertical. Read its number.
Every vertical gets its own micro-benchmark, refreshed weekly, sliced by ICP tier, deal size, and acquisition channel. Most competitors publish one generic number. We publish yours.
02
Fintech
▲ 1.1 pts vs Q48.6%Median LCR
24.9%Top-decile LCR
6.1Median form fields
418Funnels tracked
03
Manufacturing
▼ 0.3 pts vs Q46.4%Median LCR
19.2%Top-decile LCR
8.7Median form fields
312Funnels tracked
04
Professional Services
▲ 0.8 pts vs Q414.2%Median LCR
34.6%Top-decile LCR
3.8Median form fields
287Funnels tracked
05
Cybersecurity
▲ 1.9 pts vs Q49.1%Median LCR
26.7%Top-decile LCR
5.4Median form fields
196Funnels tracked
06
Developer Tools
▲ 3.2 pts vs Q417.3%Median LCR
38.9%Top-decile LCR
2.6Median form fields
264Funnels tracked
Showing 6 of 47 verticals. The full library breaks each one down by ICP tier, deal size, and channel. Browse the full benchmark library →
Customer evidence
What teams did with the library.
Named teams, verified lift, no anonymous praise. Every number below was reproduced inside a paying customer's funnel and confirmed via RBAR audit.
Notion · Demand Gen team
SaaS · Mid-market ICPReplaced the 7-field demo request form with the library's 3-field variant. Qualified-lead conversion rate moved from 13.2% to 19.8% in 47 days — a 50% relative lift on the same paid traffic.
+50%
Relative LCR lift
Calendly · Growth Marketing
SaaS · Self-serve + Sales-assistAdopted the library's "two-step handoff" template for free-to-paid. Drop-off between sign-up and first meeting-booked fell from 81% to 64%, adding an estimated $2.4M in annual ARR within one quarter.
−17 pts
Funnel drop-off
Loom · Demand Gen
SaaS · Enterprise ICPRan the library's enterprise CTA copy test against their existing variants. The shipped variant lifted enterprise-qualified pipeline by 38% over a 90-day window — verified by Loom's RevOps team against HubSpot-sourced data.
+38%
Enterprise pipeline lift
One of 1,820 institutional customers. Full case library — including Webflow, 6sense, and Drift — is available in the report. See the customer roster →
A note from Lena Marquez, founder
We publish the benchmarks we wish we'd had.
Before LeadExample I ran demand gen at Segment, then Outreach. Every agency pitch I received arrived in a deck with round numbers, anonymous logos, and a 10× guarantee that nobody could verify. The work of figuring out whether a form should have three fields or seven — whether a CTA should say "Book a demo" or "See it in action" — fell to my team, alone, with no public reference.
LeadExample exists because that gap is embarrassing for an industry that ships billions in pipeline a year. We don't sell agency services. We don't run your campaigns. We build, run, and measure real campaigns ourselves, then publish the raw numbers and the templates behind them — so the next demand gen leader doesn't have to start from zero. If a benchmark appears in our library, it's because we have the receipts.
— Lena Marquez, founder & CEO
The weekly intel drop
Every Tuesday. One finding. The template behind it.
No newsletter fluff. One verified benchmark, one campaign asset, one sentence on why it moved — delivered to 9,400+ demand gen leaders every Tuesday at 7am CT.
- Weekly benchmark intel drop
- Full gated library (47 verticals)
- Quarterly State of B2B Lead Conversion report
- One-click unsubscribe
Featured in
Drift Magazine, 2024
SaaStock programming, 2024
Lenny's Newsletter
MarTech Breakthrough Awards, 2023