Lead-to-MQL Conversion Rate Benchmarks by Industry & Channel

This research paper will report on the lead-to-MQL conversion rate benchmarks in 30 industries, further breaking down conversion rate by channel. As a bonus, we have also parsed lead-to-MQL conversion rate by page type.

Our data has been built over 10 years servicing marketing clients via our agency, the largest in its industry. The research arm of our organization then takes that data, segments it, removes outliers, and reports on the results.

Definition of Lead-to-MQL Conversion Rate 

Visitors to a website become leads when they give their contact information in any form. Those leads become marketing qualified leads (MQLs) when they’re determined to be in the company’s target market and match one of its buyer personas. 

This leap from lead to MQL is considered the first serious step in the marketing process, and a natural transition to the sales process. Most lead generation companies are expected to deliver MQLs, as they represent the minimum level of seriousness to warrant the attention of a member of the sales team.  

The lead-to-MQL conversion rate is the percentage of leads that convert to MQLs. It’s a particularly important metric because it reflects the quality of leads, indicating how effective each of your marketing channels is and whether they’re worth their cost.

The diagram below shows the average lead-to-MQL conversion rate across all industries, marketing channels, and page types, which is 31%. As you can see, a healthy lead-to-MQL conversion rate ultimately paves the way for a higher number of closed sales.  

Lead to MQL Conversion Rate Benchmarks

For additional context, we’ve included in the diagram the average MQL-to-SQL conversion rate; SQL-to-opportunity conversion rate; and opportunity-to-closed conversion rate.

Limitations of Data Set

Our agency’s clients skew about 75% B2B, with a number of large B2C e-commerce companies represented as well. The concentration of industries can be seen in the table below, which contains all the industries for which we had enough data to produce conversion rates. As we are an SEO agency, that marketing channel is more heavily represented in our data set.

Lead-to-MQL Conversion Rate Benchmark by Industry

Lead-to-MQL Conversion Rate Benchmark by Marketing Channel

Channel Lead-to-MQL Conversion Rate
SEO 41%
PPC 29%
Email Marketing 38%
Webinar 19%
Conferences  28%
Trade Shows 24%
Executive Events 54%
Client Referrals 56%
Social Media Marketing 30%
Podcasts 21%
Outdoor Advertising 14%

Lead-to-MQL Conversion Rate Benchmark by Page Type

Page Type Lead-to-MQL Conversion Rate
Product Landing Page 38%
Service Landing Page 33%
Application Landing Page 36%
Location Landing Page 25%
Industry Landing Page 35%
Case Study 29%
Problem & Solution / FAQ Page 23%
Thought Leadership Article or Blog Post 30%
Hub Page 20%
White Paper 38%

Leveraging Lead-to-MQL Conversion Data

We hope these benchmarks are useful for your marketing department as it strives to guide its strategy with data-driven decisions. If you would like to order a pdf copy of this report or make contact with our agency, you may do so here.

Further Reading

If you’ve found this report useful, we recommend reading our other reports on conversion statistics:

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