State of Marketing Report (2024)

HubSpot · 2024

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Credibility

7/10

Sample size

1,400

Year

2024

Cited rows

Methodology

Annual survey of 1,400+ marketing professionals globally. Covers email marketing benchmarks (open rate, CTR, CTOR), lead generation and lead-to-SQL conversion rates, content marketing performance, and B2B pipeline metrics. Cross-referenced with HubSpot platform data from 100,000+ customers. B2B and agency respondents skew.

Coverage

Email marketing (opt-in rate, CTR, open rate — though open rate is deprecated post-iOS-15), lead-to-SQL conversion, MQL-to-SQL handoff rates, marketing-attributed pipeline, LTV:CAC benchmarks for B2B SaaS and services. Strong for B2B; weaker for pure ecommerce or consumer.

Primary source for

Metrics where this study is the canonical citation:

Lead-to-SQL Rate Email Opt-in Rate Email Click-Through Rate LTV:CAC Ratio CAC Payback Period

Industries citing this source

SaaS (B2B Software)5 cited rows: L→SQL, Email Opt-in, Email CTR, …B2B Services (Agencies, Consulting)3 cited rows: L→SQL, Email CTR, LTV:CAC Fintech (Consumer Finance)1 cited row: L→SQL Ecommerce (D2C Retail)4 cited rows: Email Opt-in, Email CTR, LTV:CAC, …Media (Content publishers, News)2 cited rows: Email Opt-in, Email CTR