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Megan_Reed1
Level 4
December 23, 2014
Question

Benchmarks for Lead Lifecycle Conversions

  • December 23, 2014
  • 2 replies
  • 1077 views

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!

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2 replies

Josh_Hill13
Level 10
December 23, 2014
Megan,
See some of the resources I've found here:
http://www.marketingrockstarguides.com/b2b-marketing-benchmark-studies-1731/
Megan_Reed1
Level 4
December 23, 2014
Thanks Josh, this is very helpful. Merry Christmas!