How B2B Marketing Stacks Up: The Key Benchmarks You Need to Know

How Do You Stack Up? Common B2B Marketing Benchmarks to Watch in 2025

If you’ve ever reviewed a marketing report and wondered, “Is this good?”—you’re not alone. One of the most common questions we hear is: How do our results compare to others?

The truth? It depends.

Industry, audience, campaign type, and even offer complexity can dramatically impact what "good" looks like. A manufacturing company running paid search campaigns will see very different results than a SaaS company focused on lead gen through email and LinkedIn. Benchmarks should offer perspective, not pressure—they’re here to guide, not dictate.

With that in mind, here are the most commonly asked-about marketing metrics and how they typically perform in B2B environments.

Email Marketing Benchmarks (B2B Averages)

Open rates have become fuzzier thanks to Apple’s Mail Privacy Protection, but here’s what we typically see for B2B emails:

• Open Rate: 15–22%
• Click-Through Rate (CTR): 1.5–2.5%
• Click-to-Open Rate (CTOR): 10–15%
• Unsubscribe Rate: Under 0.2%
• Bounce Rate: Under 1%

Pro tip: Open rates are still a directional metric, but clicks are where the truth lies. CTOR gives you better clarity on message engagement.

Paid Media Benchmarks (Search + Social)

• CTR: 4–6%
• CPC: $2.50–$9.00
• Conversion Rate: 3–7%

LinkedIn Ads:

• CTR: 0.4–0.7%
• CPC: $5.00–$15.00
• Lead Gen Form Conversion Rate: 10–15%

• CTR: 0.9–1.5%
• CPC: $1.00–$3.50
• Conversion Rate: 1–3%

Pro tip: High CPCs don’t always mean inefficiency—some of your most valuable leads may come from the most expensive clicks.

Website and Landing Page Benchmarks

• Landing Page Conversion Rate: 2–5% is typical; 10%+ is excellent
• Bounce Rate: Under 50% is solid; under 35% is great
• Time on Site: 1:30–2:30 minutes is average; 3:00+ signals strong engagement
• Pages per Session: 1.5–2.5 is average; 3+ is a sign of high interest

Lead Generation Benchmarks

• Form Conversion Rate: 10–25%
• Cost per Lead (B2B): $50–$200, depending on product and funnel stage
• Speed to Lead: Under 5 minutes is ideal; under 24 hours is still competitive

Pro tip: Response time has a direct line to lead conversion. If you’re slow to follow up, even the best campaigns will underperform.

Benchmarking Is a Starting Point—Not the Finish Line

While these numbers offer helpful perspective, the best measure of success is always tied to your goals, your audience, and your growth stage. Benchmarks help us ask the right questions. But the real work happens when we analyze the why behind the numbers—and use that insight to adjust, optimize, and move forward.