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65 Lead Generation Software Statistics You Can’t Ignore: 2022 Market Share & Data Analysis

As we enter the second year of the COVID-19 pandemic, it seems that consumers and businesses now prefer the new digital reality and will have more interactions online in the future. As a result, technology like demand generation software, artificial intelligence, and automation in marketing are all likely to be part of every marketer’s arsenal in 2022 and beyond.

If you’re curious about what’s in the mind of marketers, then it’s important to check out these lead generation software statistics and industry data for 2022. The sections in this article will cover what’s new on the state of lead generation, the strategies and technologies used by marketers, and some of the challenges that lie ahead.

key lead generation for b2b marketers statistics

State of Lead Generation Statistics

Lead generation has shifted to the digital realm as a result of COVID-19. Based on one report, the pandemic propelled consumer and business digital adoption five years forward in a matter of eight weeks. Consequently, marketers had to reassess their plans and reconfigure budgets in favor of digital marketing activities as the following lead generation statistics 2022 will show.

  • 43.42% of B2B marketers plan to re-allocate their in-person event project budgets to digital marketing channels (Ironpaper, 2021).
  • 44% of B2B marketers said they use technology-driven processes like marketing automation scoring to qualify leads (Activate, 2021).
  • 43% of B2B marketers strongly agree that digital marketing will continue to increase its share of the marketing budget. Additionally, 51% strongly agree that they will focus more on the quality of leads, rather than the quantity of leads (Activate, 2021).

The good news is that even with the health crisis, businesses are optimistic. In terms of lead generation benchmarks, statistics show that companies are still confident in the effectiveness of lead generation and its positive impact on their ROIs.

  • Companies with mature lead generation practices achieved better sales productivity and higher revenue growth. Mature companies achieved 133% greater revenue versus their plan than average companies, and 174% more than the least mature company (Intellistart, 2021).
  • At companies that do not have mature lead generation strategies, sales reps spend only 57% of their time selling (Intellistart, 2021).
  • Generating more quality leads is a priority goal for 79% of marketers worldwide. This is followed by attracting more traffic to the website (75%), improving brand reputation (57%), and enhancing customer engagement and loyalty (47%). (eMarketer, 2021)

Source: eMarketer, 2021

Data on Lead Generation Strategies

There is no one fool-proof formula for generating quality leads. Marketers use a combination of strategies, which include email marketing, search, and content marketing. B2B marketers, for example, still stand by the effectiveness of email as 79% reported their success in using email for lead generation.

However, B2C marketers need to consider the appropriate channels to use based on their target audience. What works for one might not work for the other. Gen Z, for instance, does not respond well to email marketing, with a fraction of them preferring not to hear from brands via email at all.

Email Marketing

  • For every dollar invested in email marketing, marketers receive $36 in ROI (Litmus, 2021).
  • Worldwide revenue for email marketing is projected to reach $10.89 billion in 2023 and go all the way up to $17.9 billion in 2027 (Reportlinker, 2021).
  • 37% of marketers expect their email marketing budget to increase in 2022 with only about 1% expecting it to decrease (Litmus, 2021).
  • 42% of marketers think that email is important for their marketing goals (Litmus, 2021).
  • According to 79% of B2B marketers, email is the most effective lead generation channel (Writer’s Block Live, 2021).
  • Gen Z shows the lowest receptiveness to email marketing. Eighteen percent said they do not want to hear from brands in their inbox at all. (Martech Series, 2021).

Social Media Marketing

While email shows some great ROI, social media channels are the most utilized platforms for lead generation for both B2B and B2C marketers. Looking at social media trends, TikTok will continue to be a popular platform as well for consumers for “snackable” content.

  • 45.1% of B2B marketers and 44.9% of B2C marketers use social media as their top content distribution channel (Hubspot, n.d.).
  • The top two social media platforms in terms of web traffic volume are Youtube (5.5 billion) and Facebook (2.7 billion) (Ahrefs, 2021).
  • Facebook has more than 2.89 billion monthly active users, while YouTube has 2.29 billion (Data Reportal, 2021).
  • 97% of B2B marketers use LinkedIn for their content marketing (Everyonesocial, 2021).
  • Brand interaction on TikTok has risen overall from 15% to 25% since 2020—making it an important social platform for marketers to watch in 2022. (Martech Series, 2021).
  • 45% of Gen Zs said they are most likely to interact with or follow brands on TikTok; up from 33% in 2020 (Martech Series, 2021).

Influencer Marketing

The popularity of social media channels makes influencers an important partner for brands. So, in 2022, we can expect businesses to continue leveraging influencer marketing to get leads and sales, especially when 92% of consumers trust recommendations from family, friends, and influencers. More influencer marketing statistics also show that businesses can make an average of $5.20 for every dollar they spend on influencer marketing.

  • 92% of consumers trust recommendations from friends, family, and influencers (Aspire, 2020).
  • 61.9% of marketers work with influencers to generate content (Aspire, 2020).
  • 90% of B2C marketers believe influencer marketing to be an effective form of marketing (Influencer Marketing Hub, 2022).
  • Instagram is the most popular network for collaborations between influencer and brand, with 94% of all campaigns leveraging the platform (Klear, 2021).

Lead Generation Statistics 1

Search Marketing

Search marketing covers optimizing digital channels to increase online presence, attract leads, and increase conversions. Though the company website is usually top of mind when it comes to search optimization, marketers also need to consider voice search, local search, and their Google Business Profile, especially when you know that 90% of consumers have used the internet to find a business in their local area. Local search also accounts for almost half of Google’s 2 trillion searches per year.

  • 59% of B2B marketers believe that SEO has the most significant impact on lead generation’s goals. (Writer’s Block Live, 2021).
  • 68% of B2B companies use strategic landing pages to generate leads. (Writer’s Block Live, 2021).
  • 46% of all Google searches are looking for local information. Search terms like “near me” and “close by” jumped 900% in the past two years (Hubspot Marketing Report, 2021).
  • 90% of consumers have used the internet to find a business in their local area (Brightlocal, 2020).
  • 64% of consumers look for a business’s Google My Business page for contact information (Brightlocal, 2020).
  • 51% of Americans used voice search on their smartphones while 24% used voice assistants on their TV or TV remote (National Public Media, 2020).

Content Marketing Strategies

Content marketing can be presented in a wide range of formats, including website content, blogs, videos, and social media posts. One notable point that leads generation statistics for 2022 is that personalization will be an important aspect of content marketing.

  • 91% of B2B marketers and 86% of B2C marketers use content marketing to reach potential customers (Writer’s Block Live, 2021).
  • 80% of B2C marketers outsource content creation (Content Marketing Institute, 2020).
  • The top types of content B2C marketers use are social media content (94%) and blog posts/short articles (80%) (Content Marketing Institute, 2020).
  • 80% of marketers are personalizing email by name, company name, or other profiled data. Sixty-four percent are personalizing by customer segment (i.e. prospect or customer), 42% by past email interactions, 40% by location, and 34% by past purchases (Marketing Charts, 2021).
  • 42% of brands are personalizing their content to increase account engagement and build long-term relationships (DemandGen, 2021).

As for the types of content that consumers expect from brands, gone are the days of polished wordplay. It seems consumers are now expecting more humor and catchy headlines from brands.

  • 57% of American consumers say they want to hear humor in brands in 2022 as negative news and the pandemic drags on (Martech Series, 2021).
  • 53% of marketers use interactive content in lead generation (Writer’s Block Live, 2021).
  • Content marketing lead generation statistics indicate that a catchy headline can create 500% more traffic (Writer’s Block Live, 2021).

Video Marketing

A study by Cisco estimated that globally, Internet video traffic will comprise 82% of all consumer Internet traffic by 2022. This statistic alone should be enough reason for marketers to include video in their lead generation strategy.

  • 84% of marketers say video has been effective in generating leads (Hubspot, 2021).
  • 94% of marketers agree that video has helped customers understand their product or service (Hubspot, 2021).
  • 69% of consumers choose video formats to learn about what a brand offers (Wyzowl, 2021).
  • When it comes to results, 78% of marketers report that video has positively impacted their company’s bottom line (Hubspot, 2021).

What Marketers Say About Video for Lead Generation

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Source: Hubspot, 2021

Designed by

Events Marketing

Live events where marketers used to get a lot of their good leads have migrated to online webinars, which boosted online events in 2020 and 2021. By 2022, the majority of marketers believe that online events will wane, and focus needs to be placed on creating new programs for quality leads.

  • 73% of B2B companies agreed that a webinar is one of the best ways to generate leads. Also, virtual meets or webinars actually had a higher attendance rate—40% to 50% (GotoWebinar, n.d.).
  • 90% of Demand Gen marketers believe that buyers are becoming fatigued with online events, and a growing share will be increasing high-quality lead programs over the next 12 months (Activate, 2021).

Account-Based Marketing

Account-based marketing (ABM) is gaining traction among B2B marketers and will likely become the new normal for B2B lead generation in 2022. Grounded on personalization and high-value customer experience, ABM is a game-changer for B2B marketing that has long used broad campaigns with anonymous targets hoping to catch as many leads as possible and pass them on to sales.

  • 73% of marketers indicated that account-based marketing (ABM) has greatly exceeded their expectations. (DemandGen, 2021).
  • Since implementing ABM, businesses have experienced 25% higher conversions on up-sell/cross-sell efforts; a 20% increase in customers signing up for trial offers; and a 94% increase in engagement (DemandGen, 2021).
  • Moreover, 53% pointed to the efficient use of marketing sources, a clearer path to ROI (37%), and more trustworthy results (36%) as some of the major benefits of ABM (DemandGen, 2021).
  • 73% of respondents say the level of their Demand-Gen activity has grown since the start of 2021, demonstrating confidence in its value (Activate, 2021).
  • 58% of organizations integrated their traditional demand gen and ABM strategies to streamline their marketing efforts (DemandGen, 2021).
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Gains from Implementing B2B Accounts-Based Marketing (ABM)

Gains from Implementing B2B Accounts-Based Marketing (ABM)
Increase in engagement: 94

Increase in engagement

%
Gains from Implementing B2B Accounts-Based Marketing (ABM)
Efficient use of marketing sources: 53

Efficient use of marketing sources

%
Gains from Implementing B2B Accounts-Based Marketing (ABM)
A clearer path to ROI: 37

A clearer path to ROI

%
Gains from Implementing B2B Accounts-Based Marketing (ABM)
More trustworthy results : 36

More trustworthy results

%
Gains from Implementing B2B Accounts-Based Marketing (ABM)
Higher conversions on up-sell/cross-sell efforts: 25

Higher conversions on up-sell/cross-sell efforts

%
Gains from Implementing B2B Accounts-Based Marketing (ABM)
Increase in customers signing up for trial offers: 20

Increase in customers signing up for trial offers

%

Source: DemandGen, 2021

Designed by

Top 5 Lead Management Software

  1. HubSpot Sales. HubSpot Sales is an efficient pipeline management platform that helps streamline communication with leads. Find out more about this software through our HubSpot Sales review.
  2. Freshsales. Freshsales can help you score, verify, and nurture leads through multiple channels of communication. Check out our Freshsales review to learn more about these features.
  3. Pipedrive. Pipedrive uses a sales pipeline methodology to help you organize your leads and contacts. Our Pipedrive review can tell you more about the platform.
  4. Copper. Copper can give you an overview of how each lead moves down the sales funnel. Learn more about the software in our Copper review.
  5. Pipeliner. Pipeliner offers built-in features for qualifying and nurturing leads to encourage conversion. Read our Pipeliner review to learn more about the platform’s capabilities.

Lead Generation Challenges Statistics

To grow a business, you’ll need to continuously acquire new customers but that is easier said than done. Marketers have said it themselves: 61% ranked lead generation as their number one challenge. Marketers are also finding it hard to qualify leads and collaborate with sales to convert leads.

  • 61% of marketers rank lead generation as their number one challenge (Hubspot, 2021).
  • Over 79% of generated leads end up not converting into sales. (Writer’s Block Live, 2021).
  • Common marketing challenges: Lack of internal resources (36%), poor alignment between marketing and sales (35%), developing target account personas (31%), and predicting which account will purchase (31%) (DemandGen, 2021).
  • 35% of marketers are still struggling with personalization (DemandGen, 2021).
  • 44% of B2B marketers said their biggest challenge was finding sources for quality leads. This was followed by the difficulty of precisely attributing leads to campaigns/sources (39%), and collaborating with sales to convert leads effectively (39%) (Activate, 2021).

Aside from getting quality leads, lead generation software statistics indicate that another problem for marketers is data privacy. More and more consumers are reluctant in sharing their personal information while demanding more personalization from brands. This presents a customer conundrum for businesses.

  • 86% of consumers want more transparency over how their personal information is used (Salesforce, 2020).
  • 71% of customers said that they would leave a company if it shared their data without permission (McKinsey, 2020).
  • 73% of marketers fear that privacy concerns will negatively impact their analytics efforts (Marketing Evolution, 2021).
  • 97% of organizations are planning to increase their spending on protecting consumer data (Marketing Evolution, 2021).
  • 75% of consumers said they like it when brands personalize their messaging and offerings (Trustpilot, 2020).
  • 63% of consumers expect businesses to know their unique needs and expectations, while 76% of B2B buyers expect the same thing (Salesforce, 2020).

Lead Generation Statistics 2

Lead Generation Software Statistics

Marketing technology has become a necessary tool for businesses. Lead generation software statistics based on an IDC report estimate that 45% of enterprises globally will take advantage of emerging technology like AI and big data for their marketing activities all throughout 2022 and beyond.

Moreover, lead generation statistics for 2022 show that CMOs and decision-makers are more willing to invest in marketing automation technology that can help streamline lead generation-related activities such as content creation.

  • IDC estimated that 45% of Global 2000 B2B and B2C enterprises are bound to leverage personalization for context-based engagement as well as make use of AI, big data, and conversational computing by 2023. (IDC, 2021)
  • To bolster their lead generation plans, 88% of marketers plan to use web analytics tools. (eMarketer, 2021)
  • 79% of marketing professionals reported using automation in their email marketing (Marketing Charts, 2021).
  • Most marketers using automation use it for triggered emails (82%), drip or nurture campaigns (67%), segmentation (56%), and A/B testing (45%) (Marketing Charts, 2021).
  • 33% of marketing teams say they use no-code/low-code tools regularly (Martech Alliance, 2022).
  • 52% of companies already have full CRM and marketing software integration (Salesforce, n.d.).
  • 20% of CMOs and marketing leaders will be significantly investing in a content marketing platform for their marketing organization (Welcome, 2020).

Source: Marketing Charts, 2021

Future-Proof Your Lead Generation Strategies

Businesses and consumers have embraced digital and there’s no turning back even after the pandemic ends. Based on these lead generation software statistics, marketing automation software, social media, search optimization, and content are the ingredients that will make up marketing and lead generation strategies in the coming months.

For marketers, this means they’ll need to be agile and keep up with trends related to content creation, especially for video and social media. Also, marketing teams will need to work with sales to understand the huge volume of data they have on potential leads and those that customers generated from the marketing technologies they’re using. Without good collaboration and insights from data, determining quality leads and nurturing them into long-lasting customers will remain the number one challenge for marketers.

 

References:

  1. Activate (2021). State of Demand Gen. activatems.com
  2. Ahrefs (2021). Top 100 Most Visited Websites by Search Traffic (2021). Ahrefs.com
  3. Aspire (2020). The Evolution of Influencer Marketing — Past, Present, & Future. Aspire.io
  4. Brightlocal (2020). Local Consumer Review Survey 2020. Brightlocal.com
  5. Content Marketing Institute (2020). B2C Content Marketing 2020. contentmarketinginstitute.com
  6. DemandGen (2021). 2021 State of ABM. demandgenreport.com
  7. eMarketer (2021). More than three-quarters of marketers plan to improve lead generation in 2021. emarketer.com
  8. Everyonesocial (2021). The 6 Best B2B Social Media Platforms to Drive Results. Everyonesocial
  9. GotoWebinar (n.d.). The Big Book of Webinar Stats. Goto.com
  10. Hubspot (2021). Not Another State of Marketing Report 2021. Hubspot.com
  11. Hubspot (2021). What Video Marketers Should Know in 2021, According to Wyzowl Research. Blog.hubspot.com
  12. Hubspot Marketing Report (2021). 16 Stats That Prove the Importance of Local SEO. blog.hubspot.com
  13. Hubspot (n.d.). Which Marketing Channels Will Brands Prioritize in 2022. Blog.hubspot.com
  14. IDC (2021). IDC White Paper. Sap.com
  15. Influitive (2021). 2021 State of Growth Marketing. Info.influitive.com
  16. Intellistart (2021). What is Lead Generation and Why is it Important in 2022?. Intellistart.co.uk
  17. Ironpaper (2021). B2B Marketers Need Better Ways To Find & Convert Qualified Leads. Ironpaper.com
  18. Klear (2021). The 2022 State of Influencer Marketing Report. Klear.com
  19. Litmus (2021). The ROI of Email Marketing. Litmus.com
  20. Litmus (2021). 2021 State of Email. litmus.com
  21. Marketing Charts (2021). 5 Points on the State of Email Marketing. Marketingcharts.com
  22. Martech Alliance (2022). 2022 Marketing Predictions. Martechalliance.com
  23. Martech Series (2021). Marketing Trends 2022: What Americans Want From Brands. Martechseries.com
  24. McKinsey (2020). These eight charts show how COVID-19 has changed B2B sales forever. Mckinsey.com
  25. National Public Media (2020). The Smart Audio Report. National Public Media
  26. Reportlinker (2021). E-mail marketing revenue worldwide from 2020 to 2027. Reportlinker.com
  27. Salesforce (n.d.). Is Your CRM Program Living up to its Potential? 8 Surprising CRM System Benefits. salesforce.com
  28. Salesforce (2020). Sixth State of Marketing Report Reveals Priorities and Challenges For a New Decade. Salesforce.com
  29. Trustpilot (2020). Why personalized experiences can boost conversions. Trustpilot
  30. Marketing Evolution (2021). Tackling Data Privacy Issues in a Data-Driven Marketing World. Marketingevolution.com
  31. Welcome (2020). Top Martech Trends for 2021. welcomesoftware.com
  32. Writer’s Block Live (2021). Lead Generation Statistics: B2B, Content, Nurturing. Writersblocklive.com
  33. Wyzowl (2021). Video Marketing Statistics 2021. wyzowl.com
Jenny Chang

By Jenny Chang

Jenny Chang is a senior writer specializing in SaaS and B2B software solutions. Her decision to focus on these two industries was spurred by their explosive growth in the last decade, much of it she attributes to the emergence of disruptive technologies and the quick adoption by businesses that were quick to recognize their values to their organizations. She has covered all the major developments in SaaS and B2B software solutions, from the introduction of massive ERPs to small business platforms to help startups on their way to success.

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