Digital Marketing Researches & Reports

The State of B2B Lead Generation Report, 2019 | London Research

Digital Marketing | Global

Generating B2B leads both high in quantity and quality is a marketer’s primary objective. A successful lead generation engine is what keeps the funnel full of sales prospects while other activities are being done. Generating high-value leads that are ready to convert requires an effective strategy with proven tactics.

B2B digital marketing techniques rely on the same basic principles as consumer marketing but are executed in a unique way. While consumers choose products based not only on price but on popularity, status, and other emotional triggers, B2B buyers make decisions on price and profit potential alone.

The Key Findings of “The State of B2B Lead Generation, 2019” Report:

  • 34% of surveyed marketers reported that their companies said that their overall ROI from online lead generation activities is excellent or good.
  • 39% of surveyed marketers indicated that planning and strategy is their strongest discipline of lead generation areas.
  • 94% of surveyed leaders reported that they use a variety of channels for driving traffic for their content assets.
  • 80% of surveyed leaders said that they are constantly seeking to improve the quality of leads based on input from their sales team.
  • 97% of surveyed lead generation leaders indicated that case studies are the most effective method for driving high-quality leads.
  • 83% of surveyed lead generation leaders reported that email -to the first party lists- is the most used channel that drives traffic to their content assets.
  • Producing compelling webinar content is ranked as the main challenge of running successful webinars as part of the demand generation activities with a rate of 48%.
  • Manually, internal resources are ranked as the most used type of resources that carry out the quality control on the leads collected by their businesses with a rate of 69%.
The Most Channel That Drive Traffic to content 2019 B2B Survey

A Figure Shows The Top Channels The Drive Traffic to Content, 2019.

The Content of “The State of B2B Lead Generation, 2019” Report:

  • Foreword by ON24.
  • Executive summary and highlights.
  • Introduction – defining lead generation leaders.
  • Maturity of lead generation activities.
  • Effectiveness of content types.
  • Channels used for lead generation.
  • Using webinars to drive high-quality leads.
  • Breaking down silos and aligning teams.
  • Data hygiene and enrichment.
  • Outsourcing lead generation to external partners.
  • Lead generation budgets and costs.
  • Challenges relating to online lead generation.
  • Appendix – respondent profiles.

Number of Pages:

  • 48 Pages.


  • Free.


This State of B2B Lead Generation report is based on a global survey of 299 marketers working for organizations with a B2B focus. The survey, carried out in March 2019, was publicized through LinkedIn, and via dedicated emails sent out by London Research and its sister company, Digital Doughnut.

London Research

London Research, is a part of Communitize Ltd, is a sister company to Digital Doughnut, the world's largest community of marketers and digital professionals. They are based in London, but their approach is very much international. London Research produces content to help power B2B brand marketing and lead generation activities. They work with technology companies and agencies seeking to tell a compelling story based on thorough research and insightful data points. London Research supports companies to build and cement their brand reputation while engaging stakeholders and prospects, generating high-quality leads and offering better decisions.

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