metric_category: conversion

claim: Average B2B SaaS visitor-to-lead conversion rates sit at 1.5-2.5%

source_title: 2026 B2B SaaS Conversion Rate Benchmarks & CRO Framework

source_quality: strong

methodology: 2026 benchmark data; Industry-specific data; 2025-2026 data; Gartner SaaS benchmarks; SaaS-specific benchmarks


metric_category: benchmark

claim: top 10% reach 8-15%


claim: MQL-to-SQL rates average 32-40% for SaaS


claim: SQL-to-close conversions average 20-25%


claim: top performers exceed 30%


claim: HR Tech at 3-6% top-of-funnel


claim: Cybersecurity at 1-2%


claim: Visitor-to-Lead: 1.5-2.5%


claim: Visitor-to-Lead: 8-15%


claim: Visitor-to-Lead: <0.7%


claim: MQL-to-SQL: <20%


claim: SQL-to-Close: 20-25%


claim: SQL-to-Close: 30%+


claim: SQL-to-Close: <15%


claim: HR Tech reaches 3-6% visitor-to-lead conversion


claim: Cybersecurity averages 1-2%


claim: Google Ads averages 3-5% visitor-to-lead conversion


claim: LinkedIn campaigns reach 1.8-3.2%


claim: CRM software at 9.7% visitor-to-trial conversions


claim: Cybersecurity at 7.4% visitor-to-trial conversions


claim: Edtech at 10.3% visitor-to-trial conversions


claim: conversion rates of 0.5-1.5% for enterprise B2B software teams


claim: 1.5-3% for mid-market SaaS


claim: B2B SaaS averages a 40% conversion rate [MQL-to-SQL]


claim: overall B2B average of 13% [MQL-to-SQL]


claim: High-performing teams consistently convert 10-30% of MQLs into SQLs


claim: rates below 10% [MQL-to-SQL]


claim: Website-generated leads convert at 31.3%


metric_category: channel

claim: referrals at 24.7%


claim: webinars at 17.8%


claim: AI-driven lead scoring can improve qualification speed by 20-30%


claim: SQL-to-close conversion averages 20-25%


claim: top performers exceed 30% [SQL-to-close]


metric_category: activation

claim: Product-led growth motions reach activation rates of 25-40%


claim: time-to-value between 1 and 7 days


claim: a 10% uplift in conversions when teams use AI-driven personalization


claim: Demo-to-opportunity conversion rates range from 60-80%


claim: elite teams exceed 90% [Demo-to-opportunity]