Benchmarks for Lead Lifecycle Conversions

Megan_Reed1
Level 4

Benchmarks for Lead Lifecycle Conversions

Can anyone share benchmark data for the lead lifecycle for a B2B services company? Percentage of Prospects to MQLs, MQLs to SQLs, SQLs to Opportunities, Opportunities to New Customers?

I have some old data from Marketo percentage of prospects to nurture = 73%, Nurture to leads = 3.5% per month, leads to opportunities = 16%, opportunities to new customers = 33%.
Is this a good starting point or too high or too low for out of the gate expectations?

Any direction is much appreciated!

2 REPLIES 2
Josh_Hill13
Level 10 - Champion Alumni

Re: Benchmarks for Lead Lifecycle Conversions

Megan,
See some of the resources I've found here:
http://www.marketingrockstarguides.com/b2b-marketing-benchmark-studies-1731/
Megan_Reed1
Level 4

Re: Benchmarks for Lead Lifecycle Conversions

Thanks Josh, this is very helpful. Merry Christmas!