Global B2B Lead-generation Market Overview
As per MRFR analysis, the B2B Lead-generation Market Size was estimated at 7.31 (USD Billion) in 2022. The B2B Lead-generation Market is expected to grow from 8.14 (USD Billion) in 2023 to 21.4 (USD Billion) by 2032. The B2B Lead-generation Market CAGR (growth rate) is expected to be around 11.33% during the forecast period (2024 - 2032).
Key B2B Lead-generation Market Trends Highlighted
The B2B Lead-generation Market is driven by factors such as the increasing adoption of digital marketing and the need for businesses to generate more qualified leads.
The market is also expected to be driven by the growing use of artificial intelligence (AI) and machine learning (ML) to automate Lead-generation processes.
Organizations are increasingly seeking solutions that can help them identify, qualify, and engage with potential customers in a more efficient and effective manner.
Opportunities in the market include the development of new Lead-generation technologies, the expansion of data-driven marketing, and the growing demand for personalized lead-nurturing campaigns.
The market is also expected to benefit from the increasing adoption of account-based marketing (ABM), which focuses on targeting specific accounts with tailored marketing campaigns.
Recent trends in the B2B Lead-generation market include the growing use of content marketing, video marketing, and social media marketing. Businesses are also increasingly using lead scoring and lead nurturing techniques to qualify and engage with potential customers.
The market is also seeing the emergence of new Lead-generation platforms and tools that are designed to help businesses automate and optimize their Lead-generation processes.
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
B2B Lead-generation Market Drivers
Increasing Adoption of Digital Marketing Channels
The first trend is the rise in demand for the B2B Lead-generation market. In the modern business environment, the market of B2B Lead-generation experiences the escalation due to the extensive utilization of digital channels of marketing.
Nowadays, numerous companies and organizations rely on search engines, social media and e-mail marketing, and other online resources to reach their target audiences and attract leads.
The immense effectiveness of digital channels in pinpointing demographics of leads, as well as in producing a high level of personalized content, makes their use almost irreplaceable in the industry.
In addition, the capacity to track and evaluate the performance of marketing initiatives allows businesses to profit from the optimization of the corporate B2B marketing strategy.
Therefore, with the continuous allocation of significant marketing budgets to digital channels, experts predict an exponential growth of demand for B2B Lead-generation solutions.
Growing Demand for Data-Driven Lead-generation
The current business environment is data-driven, and B2B companies now increasingly use available data for shaping their Lead-generation strategies.
Growing the quantity of available data and rapid data analysis suggest businesses with valuable information about their target audience, their purchasing patterns, and the effectiveness of Lead-generation campaigns.
The data-driven approach facilitates the personalization and automation of Lead-generation and helps businesses to address the right target audiences and develop lead nurturing campaigns.
For this reason, in the next ten years, the demand for B2B Lead-generation solutions enabling data-driven insights and analytics is expected to rise significantly.
Rising Popularity of Account-Based Marketing (ABM)
Account-based marketing (ABM) has turned out to be one of the most effective approaches to B2B lead generation. As an innovative concept, ABM implies running marketing campaigns to certain targeted accounts with the highest potential value.
By concentrating the available resources and efforts on the most appropriate opportunities, it is possible to gain a number of advantages in terms of both effective Lead-generation and communication with key decision-makers.
That is why the popularity of ABM is currently growing and there is a need for more B2B Lead-generation solutions providing the capacity for account-based marketing.
This will allow a company to identify the most suitable accounts, create the necessary content, and monitor progress concerning the particular accounts.
B2B Lead-generation Market Segment Insights
B2B Lead-generation Market Service Type Insights
Introduction The B2B Lead-generation Market is segmented based on service type into content marketing, social media marketing, search engine optimization, email marketing, and paid advertising.
Market share analysis is conducted for all five segments at the end of a 10-year timespan, namely, by the year 2032. Content marketing is the largest market share in the B2B Lead-generation market due to the increasing demand for share-worthy content designed to attract the attention of potential consumers.
Therefore, the content marketing segment was valued at USD 3.2 billion in the year 2023 and was calculated to reach USD 7.4 billion by the year 2032, having grown at a CAGR of 10.6%.
Social media marketing is the second-largest market share in the B2B Lead-generation market due to the growing propensity to communicate internally within the context of business and the developing opportunity to treat potential and actual customers.
The segment was valued at USD 2.1 billion in the year 2023 and is projected to reach USD 5.6 billion by the year 2032, having grown at a CAGR of 11.7%.
The third-largest segment in the B2B Lead-generation market is search engine optimization, which is instrumental in improving the overall visibility and organic traffic to a website.
The SEO segment was valued at USD 1.8 billion in the year 2023 and is calculated to reach USD 4.2 billion by the year 2032, having grown at a CAGR of 10.9%. Email marketing is another cost-efficient market in generating leads since it is a targeted form of marketing designed for client engagement.
The segment was valued at USD 1.5 billion in the year 2023 and is projected to reach $3.5 billion by the year 2032, having grown at a CAGR of 10.3%. The last market share is in paid advertising, which involves placing suitable advertisements on search engines, on social media, and on a host of other websites.
The paid advertising segment was valued at $1.2 billion in the year 2023 and is projected to reach $2.7 billion by the year 2032, having grown at a CAGR of 10.4%.
The B2B Lead-generation Market is expected to grow due to the increasing propensity to digitalization and the broadening adoption of digital marketing technologies.
At the same time, the market is also growing as the B2B buying process, and selling process becomes more complex and incumbents require assistance in securing targeted and qualified leads.
More importantly, however, the increasing relative complexity of B2B purchasing has produced more opportunities for incumbents in the Lead-generation market to assist new entrants in the process of Lead-generation, sales funneling, and cash-cowing.
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
B2B Lead-generation Market Lead Source Insights
The B2B Lead-generation Market is segmented by lead source into cold calling, email marketing, social media marketing, content marketing, and webinars.
Among these segments, content marketing held the largest market share in 2023 and is projected to continue its dominance throughout the forecast period.
This growth is attributed to the increasing adoption of content marketing strategies by businesses to attract and engage potential customers. Email marketing is another significant segment in the B2B Lead-generation Market and is expected to witness a steady growth rate during the forecast period.
Email marketing remains a cost-effective and targeted way to reach potential customers, and businesses are increasingly investing in email marketing campaigns to generate leads.
Social media marketing is also gaining traction as a Lead-generation channel, particularly among businesses targeting younger audiences.
The use of social media platforms such as LinkedIn, Twitter, and Facebook for lead generation is expected to grow in the coming years. Cold calling, while still used by some businesses, is becoming less effective as a Lead-generation tactic.
This is due to the increasing use of caller ID and voicemail, making it difficult to reach potential customers. Webinars are emerging as a popular Lead-generation tool, particularly for businesses offering complex products or services.
Webinars provide a platform for businesses to educate potential customers and generate leads through interactive presentations and Q sessions.
B2B Lead-generation Market Company Size Insights
The B2B Lead-generation Market is segmented by company size into small businesses, mid-sized businesses, and enterprise businesses. Small businesses are expected to hold the largest market share in 2023, accounting for approximately 40% of the global market.
Mid-sized businesses are expected to grow at the highest CAGR during the forecast period, with a CAGR of 12.5%. Enterprise businesses are expected to account for approximately 30% of the global market by 2032.
The growth of the small business segment is attributed to the increasing adoption of digital marketing and Lead-generation technologies by small businesses.
Small businesses are increasingly using online channels to generate leads, such as social media, email marketing, and search engine optimization (SEO). The growth of the mid-sized business segment is attributed to the increasing demand for Lead-generation services from mid-sized businesses.
Mid-sized businesses are typically more complex than small businesses and require more sophisticated Lead-generation strategies. The growth of the enterprise business segment is attributed to the increasing adoption of Lead-generation technologies by enterprise businesses.
Enterprise businesses are typically large and complex organizations that require a comprehensive Lead-generation strategy.
B2B Lead-generation Market Vertical Insights
The B2B Lead-generation Market size for Technology is projected to grow from USD 2.5 billion in 2023 to USD 4.2 billion by 2024 at a Compound Annual Growth Rate (CAGR) of 10.2%.
Healthcare is another significant industry vertical, with a market size of USD 2.2 billion in 2023 and an estimated CAGR of 9.5% through 2024. Manufacturing, Financial Services, and Retail are other key industry verticals in the B2B Lead-generation Market.
These industries are expected to drive market growth due to the increasing adoption of digital marketing and Lead-generation technologies, coupled with the need for businesses to reach their target audience effectively.
B2B Lead-generation Market Pricing Model Insights
The B2B Lead-generation Market is segmented based on the pricing model into Cost per Lead (CPL), Cost per Acquisition (CPA), and Fixed Fee.
Among these, the Fixed Fee segment accounted for the largest revenue share in 2023 and is projected to continue its dominance throughout the forecast period. This is attributed to the increasing adoption of fixed fee pricing models by B2B Lead-generation vendors.
The Fixed Fee model offers a predictable cost structure for businesses, making it a popular choice for organizations with specific budget constraints.
The Cost per Acquisition (CPA) segment is expected to grow at a significant rate during the forecast period due to the increasing demand for targeted and high-quality leads. The Cost per Lead (CPL) segment is also expected to witness steady growth over the coming years.
B2B Lead-generation Market Regional Insights
The B2B Lead-generation Market is segmented by region into North America, Europe, Asia Pacific, South America, and the Middle East and Africa.
North America is the largest regional segment, accounting for over 40% of the global market. The region is home to a large number of B2B companies, as well as a well-developed technology infrastructure. Europe is the second-largest regional segment, with a market share of over 30%.
The region is home to a number of large B2B companies, as well as a number of emerging markets. Asia Pacific is the fastest-growing regional segment, with a CAGR of over 12%.
The region is home to a number of large and rapidly growing economies, such as China and India. South America, the Middle East, and Africa are the smallest regional segments, with market shares of less than 10% each. However, both regions are expected to experience strong growth in the coming years.
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
B2B Lead-generation Market Key Players and Competitive Insights
Major players in the B2B Lead-generation Market are continuously striving to bring innovative solutions to cater to the evolving needs of businesses.
Leading B2B Lead-generation Market players are focusing on developing integrated platforms that offer a comprehensive suite of services, including Lead-generation, lead nurturing, and marketing automation.
The B2B Lead-generation Market is characterized by a highly competitive landscape, with several established and emerging players vying for market share. To stay ahead of the competition, companies are investing heavily in research and development to enhance their offerings and gain a competitive edge.
Strategic partnerships and acquisitions are also common in the B2B Lead-generation Market development as companies seek to expand their capabilities and customer base.
A leading company in the B2B Lead-generation Market is Salesforce, a cloud-based software company that offers a comprehensive suite of customer relationship management (CRM) and marketing automation solutions.
Salesforce's B2B Lead-generation capabilities include lead capture forms, email marketing, social media marketing, and lead scoring. The company's strong brand recognition, extensive customer base, and continuous innovation have contributed to its leadership position in the market.
Salesforce has a global presence and serves a wide range of industries, including technology, financial services, healthcare, and manufacturing.
A notable competitor in the B2B Lead-generation Market is HubSpot, a marketing, sales, and customer service software company. HubSpot's B2B Lead-generation solutions include Lead-generation forms, email marketing, social media marketing, and lead nurturing.
The company's focus on inbound marketing and its user-friendly platform has made it a popular choice among small and medium-sized businesses. HubSpot has a strong online presence and offers a variety of resources and educational materials to help businesses improve their Lead-generation efforts.
Key Companies in the B2B Lead-generation Market Include
- Outreach
- Demandbase
- OutboundWorks
- Salesloft
- Salesforce
- HubSpot
- Leadpages
- Marketo
- LinkedIn
- ZoomInfo
- Oracle
- Adobe
- Drift
- Infer
B2B Lead-generation Market Developments
Recent developments in the B2B Lead-generation Market indicate a steady rise in demand for data-driven and personalized Lead-generation strategies.
The increasing adoption of digital marketing channels, such as social media marketing, search engine optimization (SEO), and content marketing, has fueled the growth of the B2B Lead-generation market.
Additionally, the integration of artificial intelligence (AI) and machine learning (ML) technologies has enhanced lead qualification and nurturing processes, leading to higher conversion rates.
Furthermore, the growing need for targeted Lead-generation campaigns to reach specific customer segments has contributed to the market's expansion.
With businesses focusing on optimizing their Lead-generation ROI, the demand for Lead-generation services is expected to remain strong in the coming years.
B2B Lead-generation Market Segmentation Insights
B2B Lead-generation Market Service Type Outlook
- Content Marketing
- Social Media Marketing
- Search Engine Optimization (SEO)
- Email Marketing
- Paid Advertising
B2B Lead-generation Market Lead Source Outlook
- Cold Calling
- Email Marketing
- Social Media Marketing
- Content Marketing
- Webinars
B2B Lead-generation Market Company Size Outlook
- Small Businesses
- Mid-sized Businesses
- Enterprise Businesses
B2B Lead-generation Market Vertical Outlook
- Technology
- Healthcare
- Manufacturing
- Financial Services
- Retail
B2B Lead-generation Market Pricing Model Outlook
- Cost per Lead (CPL)
- Cost per Acquisition (CPA)
- Fixed Fee
B2B Lead-generation Market Regional Outlook
- North America
- Europe
- South America
- Asia Pacific
- Middle East and Africa
| Report Attribute/Metric |
Details |
| Market Size 2022 |
7.31(USD Billion) |
| Market Size 2023 |
8.14(USD Billion) |
| Market Size 2032 |
21.4(USD Billion) |
| Compound Annual Growth Rate (CAGR) |
11.33% (2024 - 2032) |
| Report Coverage |
Revenue Forecast, Competitive Landscape, Growth Factors, and Trends |
| Base Year |
2023 |
| Market Forecast Period |
2024 - 2032 |
| Historical Data |
2019 - 2023 |
| Market Forecast Units |
USD Billion |
| Key Companies Profiled |
Outreach, Demandbase, OutboundWorks, Salesloft, Salesforce, HubSpot, Leadpages, Marketo, LinkedIn, ZoomInfo, Oracle, Adobe, Drift, Infer |
| Segments Covered |
Service Type, Lead Source, Company Size, Industry Vertical, Pricing Model, Regional |
| Key Market Opportunities |
AI-driven Lead-generation Account-based marketing expansion Growing adoption of marketing automation Increasing demand for personalized content Integration of social media and Lead-generation |
| Key Market Dynamics |
Growing digital marketing adoption, increasing use of account-based marketing, rising demand for targeted leads, technological advancements, and expanding adoption of predictive analytics |
| Countries Covered |
North America, Europe, APAC, South America, MEA |
Frequently Asked Questions (FAQ) :
The B2B Lead-generation Market is expected to reach USD 8.14 billion in 2023 and is projected to grow at a CAGR of 11.33%, reaching USD 21.4 billion by 2032.
North America is expected to hold the largest market share in the B2B Lead-generation Market, accounting for 38.5% of the market in 2023.
The IT and telecommunications industry is expected to have the highest demand for B2B Lead-generation services, accounting for 22.1% of the market in 2023.
The key growth drivers of the B2B Lead-generation Market include the increasing adoption of digital marketing channels, the growing need for qualified leads, and the increasing complexity of the B2B buying process.
The key competitors in the B2B Lead-generation Market include Salesforce, Oracle, Adobe, HubSpot, and Marketo.
The key trends in the B2B Lead-generation Market include the increasing use of artificial intelligence (AI), the growing popularity of content marketing, and the increasing adoption of account-based marketing (ABM).
The challenges faced by the B2B Lead-generation Market include the increasing cost of lead generation, the growing number of unqualified leads, and the increasing competition for leads.
The opportunities for the B2B Lead-generation Market include the growing adoption of digital marketing channels, the increasing need for qualified leads, and the increasing complexity of the B2B buying process.
The future outlook of the B2B Lead-generation Market is positive. The market is expected to continue to grow at a healthy rate, driven by the increasing adoption of digital marketing channels, the growing need for qualified leads, and the increasing complexity of the B2B buying process.
The key recommendations for businesses operating in the B2B Lead-generation Market include investing in digital marketing channels, focusing on generating qualified leads and adopting a data-driven approach to Lead-generation.
