Lead-to-SQL Rate · SaaS (B2B Software)
SaaS (B2B Software) Lead-to-SQL Rate The 2024 percentile distribution for Lead-to-SQL Rate in the saas (b2b software) vertical, sourced from HubSpot State of Marketing 2024.
Industry SaaS (B2B Software) Ecommerce (D2C Retail) B2B Services (Agencies, Consulting) Fintech (Consumer Finance) EdTech (Online Courses, LMS) HealthTech (Non-YMYL — appointment booking, telehealth) Marketplace (Two-sided platforms) Media (Content publishers, News) Gaming (F2P, subscription) PropTech (Real Estate Tech) LegalTech (Legal Services Platforms) HRTech (ATS, Payroll, Benefits) Travel (Booking, Hotel, Airline) Food Delivery (Marketplace delivery) Beauty/CPG (DTC Cosmetics, Personal Care) Automotive (Dealers, Parts, Services) Insurance (Consumer Aggregators, Quote Sites) Non-profit (Donation, Volunteer signup) Metric Visitor-to-Lead Rate Lead-to-SQL Rate Trial-to-Paid Conversion Rate Email Opt-in Rate Bounce Rate Average Session Duration Pages Per Session Email Click-Through Rate 7-Day Return Rate Monthly Churn Rate LTV:CAC Ratio CAC Payback Period Your rate (%)
Notes HubSpot 2024 for B2B SaaS. Measurement varies by organization — some track MQL→SQL, others skip MQL. Definition of SQL also varies (confirmed budget vs confirmed meeting vs confirmed pain). Top performers use lead scoring with 5+ behavioral signals (opened email, visited pricing, triggered demo request) to achieve 40%+ conversion.