A good go-to-market strategy doesn’t just rely on guesswork. It needs data. And when you’re comparing business-to-business (B2B) with business-to-consumer (B2C) funnels, every part of that journey looks different—from how long it takes to close a deal, to what kind of content moves people forward.
1. Average B2B sales cycle length: 84 days
Why B2B takes its time
In B2B sales, the average sales cycle lasts about 84 days. That’s nearly three months of back-and-forth before a deal is signed. It’s not because people are lazy. It’s because B2B buyers move slower on purpose. They’re spending their company’s money, not their own, and that brings extra pressure.
B2B buyers need approval. Sometimes they have to run decisions by a legal team, finance, compliance, or an executive. They might be doing vendor comparisons, or waiting for budget clearance. All of that adds days to the timeline.
Also, the risk is higher. One bad tool or service can mess up an entire team’s performance. That’s why most B2B buyers need to feel confident—not just interested—before they act.
What your funnel needs to do differently
If you’re selling to businesses, don’t expect fast results. Plan for long-term nurturing. Your content strategy needs to hold attention for weeks or months, not just a few clicks.
This means sending follow-up emails at regular intervals. Not every few hours. Not every few days. But at key points—like after a demo, after a proposal, or after a silent week.
Also, arm your sales team with more than just a pitch. They need whitepapers, customer stories, ROI calculators, and comparison guides. These tools help decision-makers feel safe saying yes.
And finally, track everything in your CRM. Know when a deal is aging too long and needs re-engagement. Build pipeline dashboards that show velocity by industry, by product, or even by rep.
2. Average B2C sales cycle length: 19 days
The fast lane of consumer buying
In B2C, the story is completely different. The average time it takes for a customer to go from awareness to purchase is just 19 days. Often, it’s less than a week. In some cases, it’s minutes.
That’s because consumers act based on emotion. They don’t need to check with five people. They don’t require proposals. They just want something that solves their need or satisfies their desire.
This is why B2C brands spend so much time on creative messaging and instant call-to-actions. It’s a sprint, not a marathon.
How to adjust your GTM strategy
First, simplify your buying process. Don’t make someone click through five pages before they can buy. Streamline your checkout. Reduce form fields. Use one-click purchases if possible.
Second, create urgency without pressure. Limited-time offers work well in B2C. So do countdown timers, low-stock indicators, or special weekend discounts.
Third, follow up fast. If someone visits your site and doesn’t buy, retarget them within hours. Use email or ads to bring them back while the interest is still fresh. After two days, most consumers forget what they even clicked.
Lastly, remove doubts quickly. Add clear product photos. Show social proof and testimonials. Answer objections with FAQs placed close to the buy button. The faster you build trust, the faster the sale closes.
3. B2B lead-to-opportunity conversion rate: 13%
Why fewer leads actually move forward
In B2B funnels, only about 13 percent of leads become real opportunities. That means out of 100 leads, just 13 will even make it to a sales conversation or a qualified demo.
This might seem low, but it’s not a failure. It’s actually a reflection of how specific B2B buying is. You’re usually selling a complex product to a narrow group of buyers with exact needs.
So most leads don’t go forward—not because they’re bad, but because they’re not ready. Or they’re not the right fit. Or the timing is off.
What this means for your strategy
Focus on fit, not just volume. Don’t chase every form-fill like it’s gold. Qualify leads early. Ask better questions in your forms or during discovery. Use filters in your CRM to tag leads by company size, budget, and readiness.
Also, get clear on what turns a lead into an opportunity. Is it scheduling a call? Completing a product trial? Downloading a pricing sheet? Whatever that trigger is, optimize for it.
Don’t just run campaigns to get downloads or clicks. Design funnels that move people to that key conversion point—and weed out those who won’t.
Finally, align your marketing and sales teams. Marketing should know which leads actually convert, not just which campaigns look good on paper. Sales should give feedback often, so marketing can improve targeting.
4. B2C lead-to-sale conversion rate: 25%
When every fourth lead becomes a buyer
In the B2C world, lead-to-sale conversion rates hover around 25 percent. That’s one out of every four leads becoming a paying customer.
This sounds great, and it is—but only if you manage it correctly. B2C businesses deal with a lot more leads. Many are curious, distracted, or non-committal. You get high volume, but you need strong messaging to turn it into actual revenue.
What you can do
Start by looking at your top-converting touchpoints. Is it email campaigns? Is it organic traffic landing on a specific product page? Double down on what works.
Next, personalize where you can. Use dynamic text on your site. Tailor email flows based on what someone clicked or viewed. Small tweaks here can raise conversions a lot.
Also, reduce confusion. Make sure your product copy is clear and benefits-focused. Use plain language. Tell people what they’ll get and how fast. Skip jargon.
And finally, track drop-off points. If people click through your ad but don’t buy, there’s a disconnect. Maybe the offer isn’t strong enough. Maybe the landing page loads slow. Maybe the call to action isn’t clear.
Small wins in B2C conversion add up quickly—because the lead volume is high.
5. B2B average cost per lead (CPL): $208
Why B2B leads come at a premium
When you’re in the B2B space, each lead costs more—about $208 on average. That number can go higher depending on the industry, product, or ad channel. And honestly, it makes sense.
B2B leads are expensive because the targeting is tighter. You’re often going after specific roles—like IT managers or procurement officers—in certain types of companies. That narrows your reach. You also need higher-value content to attract them, like eBooks, industry reports, or custom audits. That content takes time and expertise to create.
Then, you add in the costs of nurturing. Sales development reps, email tools, and automation platforms all add to the final price per lead.
How to make that cost worth it
First, accept that a high CPL isn’t a bad thing if the deal size justifies it. If your average sale brings in $20,000 or more, then $208 per lead is a smart investment—if those leads are qualified.
But you still need to track efficiency. Break down your CPL by channel. Maybe webinars are cheaper per lead than paid LinkedIn ads. Maybe cold outreach via email brings better-qualified prospects, even if slower. Test and measure until you know what gives you the best blend of cost and quality.
Also, use marketing automation to stretch your dollar. Once you pay to get a lead, don’t let it go cold. Set up lead-nurture flows with personalized content to re-engage them without extra spend.
And finally, have tight feedback loops between marketing and sales. Know which leads turn into deals and which ones stall. Adjust your targeting, copy, and ad spend accordingly. Over time, this is what will drive your CPL down—or your return on it up.
6. B2C average cost per lead (CPL): $62
Cheaper leads, but higher expectations
In B2C, your average cost per lead is around $62. That might feel cheap compared to B2B, but it comes with a twist—you’ll usually need many more leads to hit your revenue targets.
The reason for the lower CPL is volume. You’re reaching a broader market, often with mass appeal products or services. Ads on platforms like Facebook or TikTok can bring in leads for $20 or even less. But not all of them will convert.
And because purchase sizes are smaller, you need efficient systems to get the most out of every dollar spent.
How to play the volume game right
To make $62 CPL work in your favor, you must optimize your funnel for speed and conversion.
Start by cutting down any fluff in your lead forms or product pages. Fewer clicks means fewer drop-offs. Be clear on what people get and what they need to do next. Every second they hesitate, your ROI drops.
Segment your leads the moment they come in. Someone who downloaded a coupon may need a different follow-up path than someone who viewed a product video. Customize your flows accordingly.
Also, improve retargeting. Not everyone will buy the first time. But if you follow up with the right message at the right time, you’ll bring many of them back. Use urgency, product highlights, or recent reviews to nudge them.
And make sure your analytics are strong. Track which channels give you the highest lifetime value—not just the cheapest clicks. Sometimes it’s better to pay more per lead if those leads buy more or stay longer.
7. B2B marketing-qualified lead (MQL) to sales-qualified lead (SQL) conversion rate: 22%
From interest to intent—slow and steady
In B2B marketing, one of the key funnel stages is the handoff from MQL to SQL. On average, only about 22 percent of marketing-qualified leads make it to sales qualification.
That means more than three-quarters of leads don’t progress to active sales conversations. It might feel disappointing, but it’s a normal part of how B2B works. People express interest, but they’re not always ready to buy.
The real issue isn’t the percentage. It’s how you manage that transition.
How to improve this stage of your funnel
Start by tightening your MQL definition. Don’t treat every whitepaper download or webinar attendee as sales-ready. Add more filters. Ask: Do they fit our target profile? Are they showing repeat engagement? Did they interact with bottom-funnel content?
Next, refine your lead scoring system. Assign more weight to actions like viewing the pricing page, responding to an email, or requesting a demo. These show higher intent.
Then, automate the warm-up. If someone’s not ready for sales, don’t ignore them. Drop them into a nurture sequence that delivers value, builds trust, and introduces use cases or customer stories.
Also, give your sales team better context. When passing an MQL to sales, include what content they interacted with, what company they’re from, and any notes on timing. This helps the sales rep tailor their outreach and avoid sounding generic.
Over time, that 22 percent can rise—not because you push harder, but because you guide smarter.
8. B2C visitor-to-lead conversion rate: 3.8%
When clicks don’t equal customers
In B2C, the average visitor-to-lead conversion rate is around 3.8 percent. That means for every 100 people visiting your site, fewer than four will give you their email or show strong buying signals.
That might seem low, but it’s part of the nature of high-traffic consumer marketing. People browse, compare, get distracted, or simply aren’t ready. You’re dealing with attention spans measured in seconds.
The good news is that small improvements at this stage can unlock huge growth.
How to boost that number
First, look at your landing pages. Are they too busy? Do they bury the lead? Try simplifying the design. Remove unnecessary text. Focus the message on one key action you want people to take.
Next, make your forms easier. Shorten them. Only ask for what you absolutely need. Sometimes switching from four fields to two can double your conversions.
Improve the offer. Don’t just ask people to “sign up for updates.” Offer something they want—like a discount, a gift guide, or a free trial. Give them a reason to give you their info.
Also, test your CTA buttons. Even the wording and color can impact behavior. Make the call to action feel specific and benefit-driven.
Finally, check your load speeds. If your site takes more than three seconds to load, many visitors will bounce before they even see your offer.
Increasing that 3.8 percent to even 5 or 6 percent could mean thousands of extra leads over time—without increasing your ad spend.
9. B2B average deal size: $35,000
Big deals, big responsibility
The average B2B deal size sits around $35,000. That’s a big number—and it’s exactly why B2B sellers put so much effort into long-term nurturing, custom pitches, and strong sales materials.
When deals are this large, each one carries real weight. One win can make a quarter. One loss can sting for months.
This also means the funnel has to support deep decision-making. You’re not just selling a product—you’re selling value, support, and trust.
What your strategy needs to reflect
First, your sales reps need to be consultants, not order-takers. Teach them to ask questions that reveal problems the buyer may not even know they had. This builds trust and opens the door to bigger, more strategic deals.
Next, use case studies early and often. Show how you’ve helped similar companies save time, increase revenue, or solve problems. Tie those outcomes to real dollar amounts where possible.
Then, use pricing strategically. Don’t just quote a flat rate. Show what’s included. Break it into stages. Offer different packages for different buyer types. This gives buyers options—and control.
And always follow up. In large deals, silence doesn’t always mean no. Sometimes it means they’re waiting for approval. Or comparing vendors. Or just caught up in internal chaos. Stay respectfully present.
A $35,000 deal deserves a $35,000 effort—every time.
10. B2C average transaction value: $120
Smaller baskets, faster decisions
In B2C, the average transaction value is around $120. That’s a far cry from B2B’s $35,000, but it comes with its own dynamics. With lower-priced products, people tend to decide quicker and often buy more than once. That’s the power of volume.
Lower price points mean less friction. Buyers don’t overthink or hold long meetings to approve a purchase. They see, they like, they click. But because individual sales are small, you need a lot of them to grow.
That’s why B2C funnels need to be designed for scale—built to handle thousands of purchases per week without manual help.
How to increase average value
Even though your average sale is $120, there are ways to push it higher. You can introduce product bundles, where people get a small discount for buying more at once. This not only raises order value but often improves satisfaction.
You can also use upsells and cross-sells at checkout. If someone buys a $90 item, offer them a $30 add-on that complements it. The timing here is everything—do it after the purchase decision, not before.
Another approach is loyalty rewards. If someone knows they’ll get points or discounts for hitting a spending threshold, they’re more likely to add that extra item.
Also, think about subscriptions. If your product can be used on a regular basis, offer a recurring plan. Not only does this raise the lifetime value of each customer, but it reduces your reliance on constantly bringing in new ones.
Ultimately, in B2C, growth is about repeatability. You’re not trying to land a whale. You’re building a machine that attracts, converts, and repeats.
11. B2B inbound marketing ROI: 3x higher than outbound
Why inbound matters more in B2B
In the B2B space, inbound marketing delivers results that are often three times better than outbound efforts. That’s a massive gap.
Inbound works so well because B2B buyers prefer to educate themselves. They search, read, compare, and only then reach out. So if your content is helpful, clear, and discoverable, they’ll find you—and come in already trusting your expertise.
Outbound methods like cold calls or unsolicited emails still work, but they tend to interrupt, not invite. Inbound gives you leverage, especially with a long sales cycle.
How to build a powerful inbound engine
Start with content. Not fluffy blogs—real content that answers real questions. Think: “How to pick a compliance platform” or “What CFOs need to know about SaaS billing models.” The more specific, the better.
Next, invest in SEO. Make sure your site structure is clear, your content is optimized, and your page speeds are fast. SEO is a slow burn, but over time it creates compound growth.
Also, capture traffic smartly. Don’t just rely on contact forms. Offer gated content like buyer’s guides, checklists, or calculators. These give you valuable leads who are actively interested in your topic.
And don’t forget nurturing. Once someone enters your funnel, use email sequences to guide them through the buyer journey. Share case studies. Offer a strategy call. Link to pricing when they’re ready—not before.
The power of inbound isn’t in the clicks. It’s in the trust it builds before you even speak.
12. B2C social media ROI uplift: 47% increase in conversion with influencer campaigns
Influencers can turn browsers into buyers
In B2C, influencer marketing isn’t just hype. Data shows it can boost conversions by as much as 47 percent. That’s nearly double the outcome for the same ad spend.
Why? Because people trust people. When they see someone they follow using your product, it feels like a recommendation—not a sales pitch.
This works especially well for fashion, beauty, food, travel, and other visual-first industries. But the principles apply across the board: trust, relatability, and exposure.
How to use influencers the right way
Start by picking the right partners. Don’t chase follower counts. Look at engagement rates, comment quality, and audience fit. A smaller creator with a loyal niche audience can outperform a mega-star every time.
Give influencers creative freedom. Let them use your product in their own voice and style. If the content feels too scripted, their audience will ignore it—or worse, distrust it.
Also, track performance closely. Use affiliate links or discount codes to measure who drives traffic and sales. This lets you double down on the partnerships that work.
And don’t stop at just one post. The real ROI often comes from repetition. A product seen once may be forgotten. A product seen three times from someone they trust? That sticks.
When done right, influencer marketing becomes a powerful part of your funnel—bringing in not just leads, but warm ones.
13. B2B email open rate: 20.4%
Email still opens doors
With all the buzz around social media and new platforms, it’s easy to overlook email. But in B2B, the average open rate is still a solid 20.4 percent. That’s one in five emails getting read—often by decision-makers.
Email works in B2B because it’s direct. It lands in a place people check constantly. And when done well, it delivers value without noise.
But to get that open rate—or better—you need to earn it.
How to improve your email performance
It starts with the subject line. Keep it short, relevant, and clear. Avoid gimmicks or all-caps. Instead, speak directly to the pain point or benefit.
Next, time your sends. Early mornings on weekdays often work best for professionals. But test for your own audience.
Segment your list. Not every subscriber is the same. Someone in finance cares about different things than someone in marketing. Tailor your content.
And don’t write like a robot. Keep your tone natural. Make your emails feel like they’re written by a person, for a person.
Also, include one clear call to action. Don’t overwhelm with five links. Give one next step—book a demo, read a guide, reply with a question.
Lastly, clean your list regularly. Remove inactive contacts. This keeps your deliverability high and ensures your open rate stays healthy.
Email might not be flashy, but in B2B, it’s still one of the strongest ways to move leads down the funnel.
14. B2C email open rate: 18.3%
A crowded inbox, but still a chance
In B2C, the average email open rate is around 18.3 percent. That’s slightly lower than B2B but still strong—especially when you consider the volume of messages people receive every day.
Consumers often check their emails multiple times a day. But with promotions, newsletters, and spam flooding their inbox, your message needs to stand out to even get opened.
How to win the open
Just like in B2B, your subject line does most of the heavy lifting. But in B2C, you can afford to be a bit more playful. Use curiosity, emotion, or a hint of a deal. Test emojis in subject lines—but use them sparingly.
Personalize whenever possible. Even adding a first name or referencing a recent purchase can lift your open rate.
Timing also matters. Weekends or evenings often work well, especially for lifestyle brands. Again, test to see what your audience prefers.
Also, make sure your preview text supports the subject. It should build interest, not repeat the same line.
And keep your list clean. If people aren’t opening your emails after 90 days, suppress them. This protects your sender score and ensures your emails reach the inbox.
B2C email isn’t dead—it just demands sharper execution.
15. B2B paid search CAC (Customer Acquisition Cost): $116
Getting found costs more, but pays off longer
In the B2B world, paid search has an average customer acquisition cost of $116. That means every time someone finds you through an ad, clicks, and eventually becomes a customer, it likely cost you over a hundred dollars just to get them through the door.
That might sound steep—but it often makes sense. B2B customers are harder to reach, and competition for industry-specific keywords is fierce. Plus, if your product has a high price point or recurring revenue model, that $116 becomes very efficient over time.
How to make that spend smarter
First, make sure your landing pages are aligned with the intent behind the keyword. If someone searches “B2B CRM for law firms,” and you send them to a generic CRM homepage, you’ll lose them. Build specific pages for your top-performing keyword groups and industries.
Next, don’t let bad keywords burn your budget. Check your search term reports often. If you’re getting clicks from unrelated or irrelevant terms, add them as negative keywords. That alone can cut waste fast.
Then, test your headlines and descriptions continuously. Your ad needs to do two things—attract the right person and repel the wrong one. If you promise too much or sound vague, you’ll get unqualified leads.
And once someone lands on your page, don’t leave them hanging. Make the next step clear: book a demo, download a case study, or schedule a call. Your conversion rate depends on it.
Also, consider offering valuable gated assets directly through search ads. A whitepaper or toolkit can draw in leads who aren’t ready to buy but are willing to engage.
In B2B, paid search won’t always bring volume—but when tuned right, it brings quality.
16. B2C paid search CAC: $45
Lower cost, but thinner margins
The average customer acquisition cost for paid search in B2C is around $45. That’s much lower than B2B, but you have to look at it differently.
In B2C, products are usually lower priced, so your margin for error is smaller. If your product sells for $60 and you paid $45 to get the customer, you only have $15 left—and that’s before other costs.
That’s why efficiency in B2C ad campaigns matters more than ever.
How to lower CAC without killing performance
Start by segmenting campaigns tightly. Don’t run broad match ads that pull in everyone. Build ad groups by product category, audience interest, or funnel stage. This lets you write better copy and send people to better landing pages.
Use remarketing. Someone who clicked your ad once is more likely to convert with a second touch. Show them the product they looked at. Add a reason to act—like a limited offer.
Also, use audience exclusions. If someone already bought, don’t pay to advertise to them again—unless you’re offering a complementary item.
Test shorter funnels. If your checkout takes five clicks, you’re losing buyers. Cut unnecessary steps. Use autofill, faster payment methods, and instant confirmation.
Lastly, track profitability by keyword. Some keywords might convert well, but if the average order value is low, you might be losing money. Know which ones bring profitable customers—not just conversions.
At $45 per customer, every small gain makes a big difference. If you can shave just $5 off that CAC, across thousands of customers, you’ll widen your margins significantly.
17. B2B sales team involvement in funnel: 60% of the buying journey
Sales stays in the game for the long haul
In B2B, the sales team is involved in about 60 percent of the buying journey. That’s huge—and it tells you something very important: people don’t just read content and convert. They need conversations.
Unlike in B2C, where buyers can self-serve, B2B customers usually want to talk to someone. They need help comparing features, navigating compliance, or explaining ROI to their boss.
That means your sales reps aren’t just closers. They’re educators, problem-solvers, and guides.
How to support your sales team better
Equip them with the right tools. Build battle cards, objection-handling scripts, and industry-specific slides they can use on calls. Help them tailor their pitch without reinventing it every time.
Integrate marketing and sales. Share insights from email campaigns, ad engagement, and content downloads. If a lead read three blog posts about data security, your sales rep should bring that up in the call.
Also, automate what doesn’t need a personal touch. Don’t make your reps waste time sending calendar invites or answering FAQ emails. Use automation tools so they can spend time where it counts—on actual conversations.
Train your team to ask deeper questions. Teach them how to understand the buyer’s full context—not just their need, but their internal pressures, stakeholders, and deadlines. This helps them build relationships, not just pitch decks.
And finally, treat sales enablement as a system, not a side project. Constantly update your materials based on feedback from real deals. What worked? What fell flat? What would have helped seal the deal?
In B2B, a good sales rep is a key part of your funnel—not just the end of it.
18. B2C funnel automation rate: 73% of interactions are automated
The power of systems that sell while you sleep
In B2C, nearly 73 percent of funnel interactions are automated. That includes emails, text messages, popups, product recommendations, and even cart reminders.
This is what makes scaling possible. You can’t personally follow up with every shopper. But your automation can.
The beauty of automation is that it works 24/7. The danger is that it can feel robotic if done poorly. That’s why the goal is to make your funnel feel personal—even when it isn’t.
How to build better automated flows
Start with abandoned cart emails. These are low-hanging fruit. Someone added something, then walked away. Send a reminder a few hours later. Include the image of the product. Maybe offer free shipping or a bonus.
Next, build welcome flows. When someone signs up, don’t just say thanks. Send a short story about your brand, a guide to getting started, or an early bird discount. Make it a journey.
Then, segment your audience. Send different messages to first-time buyers, VIP customers, or people who haven’t engaged in 90 days. Personalization here improves open rates and revenue per message.
Use predictive product recommendations based on browsing behavior. Show similar or complementary items. Don’t guess—let the data guide you.
Also, test SMS. It’s quick, has a high open rate, and works great for flash offers. But use it sparingly or you risk annoying people.
Finally, review your flows every month. Check open rates, click rates, and revenue attribution. Update language, fix broken links, and refresh offers.
Automation is what powers modern B2C funnels. But the winners are the ones who make it feel human.
19. B2B content marketing influence on purchase decisions: 82% of buyers
When content becomes your silent sales rep
In B2B, content doesn’t just educate—it sells. In fact, 82 percent of B2B buyers say content directly influences their purchase decision. That means what you write, show, and share might matter more than your sales pitch.
B2B buyers want to feel informed before they talk to anyone. They look at blog posts, whitepapers, guides, webinars, videos, and comparison tools. If you don’t provide that content, they’ll find it somewhere else.
How to use content to move your funnel
Start with your audience. What do they care about before they even look for a solution? Maybe it’s compliance changes, industry trends, or team performance. Build content around those themes.
Use different formats for different stages. Top-of-funnel content might be thought leadership articles. Middle-of-funnel could be customer case studies. Bottom-of-funnel? ROI calculators or side-by-side comparisons.
Repurpose what works. Turn a popular blog into a LinkedIn post. Break a webinar into short clips. Pull stats from a whitepaper into email campaigns. The more places your content shows up, the more it works for you.
Also, gate your best stuff. Ask for an email before giving away your full guide or playbook. That way, you generate leads while educating.
Don’t forget distribution. A great piece of content that no one sees is wasted. Promote via email, paid ads, social media, and partnerships.
Track what influences revenue—not just clicks. Use UTM links, CRM tagging, and customer interviews to find out which content really helped close the deal.
In B2B, great content makes buyers feel smarter—and sellers look more trustworthy.
20. B2C cart abandonment rate: 69.8%
When nearly 7 out of 10 shoppers walk away
Cart abandonment is one of the biggest pain points in B2C eCommerce. On average, 69.8 percent of shoppers leave without finishing their purchase. That’s a massive number. Nearly 7 out of 10 people who show interest enough to add something to their cart end up not buying.
Why does this happen? Sometimes it’s price. Other times it’s shipping fees, checkout friction, distractions, or lack of urgency. But the truth is, it’s normal behavior—especially on mobile.
The real question is, what can you do to recover those lost sales?
How to reduce abandonment and win back revenue
First, simplify your checkout. Every extra step is a chance to lose someone. Remove unnecessary fields. Allow guest checkout. Add auto-fill options. The smoother the process, the better.
Next, show total costs upfront. If someone gets to checkout and sees unexpected shipping fees or taxes, they’re likely to bail. Be transparent early to build trust.
Introduce urgency. Time-sensitive offers or low-stock messages can nudge people toward action. Just make sure it’s authentic. Fake urgency hurts more than it helps.
Then there’s the follow-up. Use cart abandonment emails to bring people back. Send the first email within an hour. Keep it short and visual. Include the product, a link to return, and maybe a small incentive like free shipping or a discount.
Consider adding exit-intent popups. When someone is about to leave your site, offer them a coupon or ask for their email to send a reminder.
Also, test mobile performance. If your mobile checkout is slow or hard to use, your abandonment rate will spike.
Finally, look at analytics. Where do people drop off? Is it the payment page? Shipping options? Use that data to fix bottlenecks.
Reducing abandonment even by a few percentage points can mean a huge lift in sales over time.
21. B2B landing page conversion rate: 2.6%
Every visit is a chance—but most don’t take it
In B2B, the average landing page converts at 2.6 percent. That means 97 out of 100 people who land on your page leave without taking the action you want—like downloading a guide, booking a demo, or signing up for a newsletter.
This is a sobering stat. But also a hopeful one. Because even small improvements can lead to big results when your traffic grows.
How to create B2B landing pages that convert
Start with clarity. A landing page is not a homepage. It’s not a brochure. It should focus on one goal, one audience, and one action. Remove distractions. Cut fluff.
Make your headline speak directly to a pain point. Don’t try to be clever. Say exactly what the visitor will get if they stay on the page.
Use supporting copy to explain value—not features. People don’t care about your software’s settings. They care about what it solves for them.
Add proof. Show logos of companies that use your solution. Include a short testimonial or a success metric.
Your form matters too. Keep it short. Name, email, and maybe one qualifying question. Anything more can scare people off.
Test different CTAs. Even changing the wording from “Submit” to “Get My Demo” can lift conversion rates.
Finally, optimize for speed and mobile. If your page loads slowly or doesn’t work well on phones, you’ll lose traffic no matter how good your message is.
The gap between 2.6 and 4 percent may seem small—but it could double your leads.
22. B2C landing page conversion rate: 5.5%
Faster funnels and higher conversions
In B2C, landing pages convert better—around 5.5 percent on average. That’s because buyers don’t usually need to consult anyone else. They see something they like, they act.
But that doesn’t mean B2C pages are easy. You still have to earn the conversion. The moment someone lands on your page, they’re deciding whether to scroll, click, or leave.
How to make your pages perform
Start with visuals. B2C buyers are highly visual. Use big, high-quality product images. If possible, add video showing the product in use. This builds desire.
Keep your copy tight and emotional. Lead with a benefit. What will your product do for them? Will it save time, reduce stress, make them look better? Say that—clearly and early.
Position your CTA above the fold. Don’t make people scroll to find it. Use action-oriented language like “Shop Now” or “Try It Today.”
Add trust signals. If you have reviews, ratings, or social proof, show it near the call to action. This reassures hesitant buyers.
Include guarantees or return policies. These remove risk and help people feel safer buying.
And of course, optimize for mobile. More than half your traffic will be from phones. If the page doesn’t load fast or buttons are too small, they’ll bounce.
Run A/B tests often. Even small tweaks to your headline, image, or CTA can make a real difference. Over time, you’ll see what works—and what doesn’t.
At 5.5 percent, your page is doing well. But if you can take it to 7 or 8 percent, your whole funnel lifts.
23. B2B webinar attendance-to-lead conversion: 35%
Turning viewers into pipeline
In B2B, webinars remain one of the most effective tools for lead generation. On average, about 35 percent of webinar attendees convert into leads.
This makes sense. If someone gives you an hour of their time, they’re probably interested in what you’re offering. But not all webinars perform equally.
How to make webinars worth the effort
Choose a topic your audience truly cares about. Not a product pitch. Something useful, timely, and clear. Think: “How to stay compliant under new SEC rules” or “5 things SaaS CFOs must fix before their next audit.”
Bring in a credible speaker. This could be an industry expert, a client, or someone from your team who knows their stuff. The presenter sets the tone. Make sure they’re engaging and can deliver value—not just slides.
Promote the webinar early and often. Send reminders a week before, one day before, and one hour before. This boosts attendance rates.
During the session, include interaction. Polls, Q&A, or live chats keep people engaged and give you useful data.
Record the session. Not everyone will show up live, but many will watch the replay. Use that content for future nurture campaigns.
After the webinar, follow up fast. Thank attendees. Send the recording. Then offer something extra—like a free assessment or related resource. This is where the real conversion happens.
Track who stayed the longest, asked questions, or clicked links. These are your warmest leads. Treat them differently than those who bounced early.
Webinars aren’t just marketing events. They’re trust-building engines—if done right.
24. B2C video ad view-to-click rate: 1.8%
Making clicks from views is harder than it looks
In B2C advertising, video is everywhere. But the average view-to-click rate is only 1.8 percent. That means for every 100 people who watch your ad, fewer than two will actually click.
That doesn’t mean video doesn’t work. It just means that attention doesn’t always equal action. Your job is to bridge that gap.
How to make videos that drive clicks
First, start strong. The first three seconds of your video are everything. Use motion, music, or a bold visual to stop the scroll.
Hook the viewer with a problem they relate to. Show the product early. Don’t wait until the end.
Add captions. Many people watch with the sound off. If they can’t follow the message, they won’t click.
Make your CTA clear and early. Waiting until the last few seconds to show the offer? Most people won’t stick around. Add a call to action in the middle and the end.
Use native platform features. For Instagram, that might be stories with swipe-up links. For YouTube, clickable cards. Fit your format to the platform.
Finally, keep it short. Under 30 seconds is ideal for most platforms. If your message takes longer, consider breaking it into a series.
A 1.8 percent click rate may sound low—but at scale, it moves product. And even small bumps in that number can mean a lot more customers.
25. B2B retargeting effectiveness: 70% lift in brand recall
Staying top-of-mind builds trust
In B2B marketing, retargeting isn’t just about clicks—it’s about memory. Studies show that retargeting campaigns can deliver up to a 70 percent lift in brand recall. That means people are more likely to remember your brand when it matters—during vendor selection, internal discussions, or final approvals.
Why does this matter so much in B2B? Because decisions take time. Prospects visit your site, check out your product, then go back to work. Without consistent touchpoints, they’ll forget you. Retargeting keeps you present without being pushy.
How to do it well
First, segment your audiences. Someone who read a blog post is different from someone who booked a demo or downloaded a pricing sheet. Tailor your retargeting messages based on their journey.
Use ad creative that educates or reassures. Instead of just shouting “Buy Now,” try messaging like “See how we help teams reduce compliance costs by 42%” or “Trusted by 150+ enterprise IT departments.”
Keep your design clean. In B2B, over-designed ads can feel gimmicky. Use your brand colors, logo, and a strong, relevant message.
Change your creative every few weeks. Seeing the same ad too many times creates fatigue. Rotate new benefits, features, or testimonials to keep interest high.
Also, don’t just retarget with ads. Consider retargeting with email flows if they’re on your list. Or use LinkedIn message ads to re-engage high-value contacts.
Retargeting works best when it doesn’t feel like pressure. Your goal is presence, not persuasion. Be helpful, stay relevant, and show up just enough to be remembered when it counts.
26. B2C retargeting click-through rate (CTR): 0.7%
Tiny number, massive impact
In B2C, retargeting ads see an average click-through rate of just 0.7 percent. That might sound discouraging—less than 1 person in 100 clicking your ad. But here’s the truth: those few clicks often deliver the best ROI in your funnel.
Why? Because they come from people who’ve already shown interest. They browsed your product, maybe even added it to their cart. Retargeting is your second chance to close the deal.
How to make the most of every click
First, match the ad to the product they viewed. If someone looked at a specific item, show that exact item in the ad. Personalization increases relevance.
Add urgency. A message like “Still thinking it over? Only 3 left in stock” gives them a reason to act now.
Use incentives sparingly. A small discount or free shipping can nudge the buyer, but don’t overdo it. Train buyers to expect value, not constant deals.
Keep copy short. Most people are skimming. Lead with a benefit, add a visual, and end with a clear CTA like “Shop Now” or “Grab Yours Today.”
Test different platforms. Some audiences respond better to Instagram Stories than to Facebook sidebar ads. Track performance by placement and adjust.
Also, cap your ad frequency. If someone sees the same ad ten times without clicking, you’re wasting money. Most retargeting platforms let you set limits.
Even with a 0.7 percent CTR, the ROI can be excellent—because those few who click are often ready to buy.
27. B2B outbound cold email response rate: 1.7%
A tough crowd, but still worth it
B2B cold emails get an average response rate of just 1.7 percent. That means you might need to send 100 emails to get less than two replies.
It sounds rough. And it is. But when done right, cold email can still open doors—especially to accounts you couldn’t reach any other way.
How to make cold email work
Start with the subject line. If it doesn’t spark curiosity or relevance, the email won’t even get opened. Avoid hype. Aim for clarity. Try something like “Quick question about your onboarding process.”
Personalize the first sentence. Mention something specific about their company, role, or recent announcement. This proves it’s not spam.
Keep your message short. Say who you are, why you’re reaching out, and what problem you solve—in under 100 words.
Include one clear ask. Don’t pitch the whole product. Ask for a 15-minute call, a quick reply, or permission to send a short deck.
Follow up. Most responses don’t come from the first email—they come from the second or third. Space your follow-ups by a few days and add value each time.
Use clean data. Sending to outdated or irrelevant contacts will tank your deliverability. Scrub your list often.
Track your replies, but also measure meetings booked and deals influenced. Even if the response rate is low, the right connection can lead to huge revenue.
Cold email isn’t dead. It’s just hard. The ones who do it well keep it real, relevant, and respectful.
28. B2C SMS marketing open rate: 98%
The message almost always gets seen
SMS marketing in B2C has a jaw-dropping open rate of 98 percent. Nearly every message gets seen—usually within minutes.
That kind of visibility is rare. But it comes with responsibility. Because while people open texts, they don’t tolerate spam. Use SMS the wrong way, and you’ll burn trust fast.
How to use SMS effectively
First, get permission. Don’t add people to your SMS list without clear opt-in. Make it easy to sign up with a checkbox at checkout or a pop-up offer.
Use SMS for time-sensitive messages. Flash sales, shipping updates, or product launches work well. Don’t send general newsletters—that’s what email is for.
Keep messages short and clear. No one wants to read a long paragraph via text. Lead with the benefit and end with a simple link.
Add urgency, but don’t overdo it. “Your exclusive 20% offer ends tonight” works. “BUY NOW OR ELSE” doesn’t.
Segment your list. Send different messages to first-time buyers, frequent customers, or cart abandoners. Personal relevance increases conversions.
Track clicks and responses. Many SMS platforms let you see which messages drive action. Use that data to refine your timing and copy.
Finally, respect timing. Don’t send texts late at night or early morning. Follow proper hours, and don’t over-message. Once or twice a week is plenty.
When used well, SMS becomes your most responsive channel—and one of the highest ROI tools in your funnel.
29. B2B lead nurturing time (average): 6 to 9 months
Playing the long game
B2B lead nurturing takes time. On average, it takes between 6 to 9 months from initial interest to closed deal. That’s a long journey—and your funnel has to guide every step.
This is where most companies give up too early. They assume silence means “no.” But often, it just means “not yet.”
How to nurture without annoying
Map your content to the buyer journey. Early on, send educational content—like guides or blog posts. Later, introduce use cases, testimonials, and pricing.
Use a mix of formats. Some leads prefer reading. Others like video. Others want a downloadable asset they can share with their team. Rotate your approach.
Space your emails wisely. Don’t send something every other day for months. Start with weekly emails, then space out to biweekly or monthly as needed.
Watch engagement signals. If a lead suddenly clicks on pricing or books a webinar, that’s your cue to re-engage with more direct outreach.
Involve sales at the right time. Don’t rush it. But don’t wait too long either. If a lead shows consistent activity, pass them along with full context.
Update your CRM regularly. Notes, call logs, and campaign tags help keep everyone aligned and prevent embarrassing missteps.
Lead nurturing is like gardening. You don’t pull up the plant to see if it’s growing. You water, watch, and wait—until it’s time to harvest.
30. B2C time to purchase after first visit: 24–48 hours
The window is short
In B2C, most purchases happen within 24 to 48 hours of the first visit. That’s your window. If they don’t buy by then, the chance drops fast.
Consumers move quickly. They see something they like, they consider it briefly, then they buy—or forget.
Your job is to make that short window count.
How to drive fast conversions
First, deliver a great first impression. Your homepage, product page, or landing page must be clean, fast, and benefit-driven.
Add social proof near the buy button. Reviews, ratings, or real-time purchase counters help boost confidence.
Use exit-intent offers. If someone’s about to leave without buying, offer a one-time discount or bonus item.
Follow up immediately. Use retargeting ads or a reminder email within hours. The sooner you re-engage, the higher the chance of conversion.
Offer fast shipping or instant downloads. Speed reinforces the buying impulse.
Finally, don’t forget post-purchase optimization. If someone buys, thank them immediately. Then suggest other products or invite them into your loyalty program. This starts the next cycle.
In B2C, speed wins. Your funnel must act fast, follow up fast, and close fast.
Conclusion:
The benchmarks don’t lie. B2B and B2C go-to-market funnels are built on different timelines, behaviors, and expectations. What works for a consumer might fall flat in a business deal—and vice versa. The smartest marketers and founders know this and build their strategies around it.
