B2B Digital Marketing Conversion Rates

B2B Sales are complex and longer in closing.

Here we have collated some of the data for Digital Marketing Conversion Rates from various data sources like Salesforce, marketing Sherpa and many more sources.

From the research it is found that, some channels are better at creating opportunities, but those opportunities are less likely to close.

In other channels, it’s harder to create opportunities, but these opportunities are more likely to close.

What is Conversion Rate?

A conversion is defined as either a sale or submission of information, which a tracking pixel can track. In B2B online marketing, a conversion is usually defined as obtaining a lead’s information rather than a sale.

Conversion rate % =
(Total number of conversions / Total number of visitors) x 100

Conversion Rate:

• Lead to Opportunity is 13%
• Opportunity to Sales is 6%

More analysis on Leads to opportunity

1. 13% of leads are only getting converted to opportunity
2. Average time of Conversion from Lead to opportunity is 84 DAYS

More analysis on opportunity to Sales

1. 6% sales getting converted from Opportunity.
2. Average time of Conversion from Opportunity to sales is 18 Days

Other Analysis

1. 3.6% of employee and customer referrals convert to sales
2. 3 % of Company website and Social Channel leads convert to Sales. I
3. 0.1% of lead lists, events and email campaigns convert to sales

Time taken for Closing

1. Leads from Social Media Channels take around 40 Days to Convert to sales
2. Leads from Website take 75 days to convert to sales from lead
3. Referrals take 97 Days to convert to sales from lead
4. Lead lists, email campaigns trade shows, and webinars take more than 120 Days to convert to sales from leads

Webinars: only 2.5% opportunity to deal conversion rate

If we see this data in 2 parts

1. Webinar give 17.8% conversion rate from lead to opportunity
2. And Opportunity to sales is just 2.5 %

Email marketing conversion rates by industry

Campaign email open rate averages across all industries are at 35%. Conversion rates ranged from 0.31% to 4%.

• Animal & Pet Care – 0.31%
• Arts & Crafts – 3%
• Automobile & Parts – 1%
• Beauty & Cosmetics – 4%
• Computers, Electronics & Acc. – 0%
• Fashion & Apparel – 1%
• Food & Beverage – 2%
• Garden & Home Goods – 1%
• Health & Fitness – 1%
• Jewelry & Accessories – 1%
• Media & Entertainment – 1%
• Outdoor & Wilderness Gear – 1%
• Toys & Games – 2%

Email marketing conversion rates by email type

• Newsletter – 1%
• Order Follow-Up – 5%
• Inactive Customers – 2.6%
• Abandoned Cart – 5%
• Member Follow-Up – 2.7%

Digital Marketing Conversion rates by ad provider