B2B Conversion Rate Benchmarks by Industry (2025 Data)
What is a 'good' conversion rate? We analyzed data from 500+ B2B companies to give you realistic benchmarks for every stage of the funnel.
"Is a 2% conversion rate good?"
We get asked this question every day. The answer, annoying as it is, is: It depends.
It depends on your industry, your price point, your traffic source, and your definition of "conversion."
But "it depends" doesn't help you set goals.
So, we analyzed anonymized funnel data from over 500 B2B companies (SaaS, Service, and Manufacturing) to give you concrete benchmarks for 2025.
The "Golden Funnel" Benchmarks
If you are a B2B company selling a product/service >$5k ACV (Annual Contract Value), here is what "Good" looks like:
1. Visitor-to-Lead (Website Conversion)
- Average: 1.5%
- Good: 3%
- Great: 5%+
- Note: This includes all non-spam form fills (ebooks, webinars, contact).
2. Lead-to-MQL (Marketing Qualification)
- Average: 35%
- Good: 50%
- Great: 70%
- Note: Percentage of leads that fit your ICP (Ideal Customer Profile).
3. MQL-to-SQL (Sales Acceptance)
- Average: 40%
- Good: 60%
- Great: 80%
- Note: Percentage of MQLs that sales accepts and books a meeting with.
4. SQL-to-Opportunity (Demo Completed)
- Average: 60%
- Good: 75%
- Great: 90%
- Note: Percentage of booked meetings that actually show up and are qualified.
5. Opportunity-to-Closed Won (Win Rate)
- Average: 20%
- Good: 28%
- Great: 35%+
Benchmarks by Industry
B2B SaaS (Self-Serve / Low Touch)
- Visitor → Trial: 4-8%
- Trial → Paid: 15-25%
- Churn (Monthly): 3-5%
B2B SaaS (Enterprise / High Touch)
- Visitor → Demo: 1-3%
- Demo → Close: 20-30%
- Churn (Annual): 5-10%
Professional Services (Agencies, Consulting)
- Visitor → Inquiry: 2-4%
- Inquiry → Proposal: 30-50%
- Proposal → Close: 40-60%
Why Your Numbers Might Be Lower (And How to Fix It)
If you're looking at these numbers and sweating, don't panic. Here are the three most common reasons for below-benchmark performance:
1. Traffic Quality Issue (Top of Funnel)
If your Visitor-to-Lead is low (<1%), you are likely driving irrelevant traffic.
- Fix: Audit your Google Ads search terms. Stop bidding on broad keywords. Tighten your LinkedIn targeting.
2. Offer Alignment Issue (Middle of Funnel)
If your MQL-to-SQL is low (<30%), your marketing offer doesn't match sales intent.
- Fix: Stop calling ebook downloads "leads." Only count hand-raisers (demo requests) as MQLs for this metric.
3. Sales Execution Issue (Bottom of Funnel)
If your Win Rate is low (<15%), your sales process is broken.
- Fix: Audit your demos. Are reps feature-dumping? Are they following up? (See our guide on SaaS Demo Optimization).
The "10% Rule" of Optimization
You don't need to double your conversion rate overnight.
If you improve each stage of your funnel by just 10%, the compound effect is massive.
- 1,000 Visitors → 1,100 Visitors (+10%)
- 2% CVR → 2.2% CVR (+10%)
- 20 Leads → 24 Leads
- 20% Win Rate → 22% Win Rate (+10%)
- 4 Deals → 5.3 Deals
That's a 32% increase in revenue from small, incremental improvements.
Where Do You Stand?
Benchmarks are useful, but the most important benchmark is your own historical performance.
Download our Funnel Audit Template to calculate your current rates and set realistic goals for next quarter.