Industries · services
B2B Services (Agencies, Consulting) conversion rate benchmarks
Agencies (marketing, design, dev), consulting (strategy, accounting, legal), managed services. Multi-touch lead-gen funnel: visitor → email → discovery call → proposal → close. Low overall CVR (visitor-to-customer often <0.1%) but high LTV per customer.
Business model
retainer + project fees, $3k-50k engagements
Typical ACV
$3,500-25,000 per engagement
Sales cycle
~45 days
Top traffic sources
referral, organic-search, linkedin-content
Cited benchmarks (7)
Each row links to its source study. Click a metric to open the full benchmark page for B2B Services (Agencies, Consulting) with percentile bar and methodology.
Swipe horizontally to see the study name and source details.
| Metric | p25 | p50 | p75 | Study / source |
|---|---|---|---|---|
| Visitor-to-Lead Rate↑ Reported | 2.0% | 4.3% | 8.5% | WordStream 2024 |
| Lead-to-SQL Rate↑ Reported | 15.0% | 25.0% | 40.0% | HubSpot State of Marketing 2024 |
| Bounce Rate↓ Derived | 40.0% | 52.0% | 65.0% | Contentsquare DXB 2024 (derived) |
| Average Session Duration↑ Derived | 85.0 | 150.0 | 260.0 | Contentsquare DXB 2024 (derived) |
| Pages Per Session↑ Derived | 2.0 | 3.2 | 5.5 | Contentsquare DXB 2024 (derived) |
| Email Click-Through Rate↑ Derived | 1.5% | 3.0% | 6.0% | HubSpot State of Marketing 2024 (derived) |
| LTV:CAC Ratio↑ Derived | 3.0 | 5.5 | 9.0 | HubSpot State of Marketing 2024 (derived for B2B services) |
Notes on this vertical
Funnel metrics are more useful than raw visitor-to-customer CVR. Lead-to-SQL rate, SQL-to-proposal rate, and proposal-to-close rate each have meaningful benchmarks.
Industry profile cited from HubSpot State of Marketing.