Question

Topic: Research/Metrics

Lead To Quote Conversion Ratio B2b

Posted by Anonymous on 10/23/2015 at 2:43 PM ET 125 Points
Does anyone have a solid stat on "lead to quote" conversion ratio for B2B? IN others words, they have come to site and converted somehow (making them a lead) and then end up as a sales opportunity that is quoted.
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  • Posted by koen.h.pauwels on 10/24/2015 at 12:57 AM Accepted
    Getting a solid stat is indeed tough, as companies tend to keep this to themselves. Likewise, most of my B2B consultancy on this topic is indeed confidential, but it is in the range reported by these stats:

    1) MarketingSherpa: https://www.marketingsherpa.com/article/chart/average-website-conversion-ra... reports from 5% (tech equipment/hardware) to 10% (professional and financial services

    2) 7% across 300 software clients at Capterra: https://blog.capterra.com/average-b2b-conversion-rate/
    Showing several graphs on how this varies, they "typically suggest that advertisers shoot for somewhere in the 5-10% range"

    Hope this helps, Jim, which industry are you in?

    Cheers

    Koen
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