source_id,publisher,report_title,publish_date,last_updated,population,sample_size,metric,denominator,stage_start,stage_end,attribution_model,figure,quotable_verdict,url,retrieved_date
S1,First Page Sage,B2B SaaS Funnel Conversion Benchmarks,,2025-06-11,"50+ B2B SaaS clients, $10M-$100M revenue focus",not disclosed,Stage conversion by channel,Varies by stage,Website visitor,Closed,not stated,Visitor-lead 0.7-2.2%; Lead-MQL 36-44%; MQL-SQL 26-51%; SQL-Opp 38-49%; Opp-Closed 32-40%,Quotable as published (B2B SaaS only),https://firstpagesage.com/seo-blog/b2b-saas-funnel-conversion-benchmarks-fc/,2026-07-30
S2,First Page Sage,Lead-to-MQL Conversion Rate Benchmarks by Industry & Channel,,2025-08-01,"Agency book, ~70% B2B, some large B2C ecommerce",not disclosed,Lead to MQL by channel,All submitted leads,Lead,MQL,not stated,Client referrals 56%; Exec events 54%; SEO 41%; Email 38%; Social 30%; PPC 29%; Conferences 28%; Trade shows 24%; Podcasts 21%; Webinar 19%; Outdoor 14%,Quotable with caveat (disagrees with S1 where they overlap),https://firstpagesage.com/reports/lead-to-mql-conversion-rate-benchmarks-by-industry-channel-fc/,2026-07-30
S3,First Page Sage,B2B Conversion Rates By Industry,,2025-09-18,Own client portfolio,not disclosed,Visitor to lead by industry,Unique website visitors,Website visitor,Lead,not stated,B2B SaaS 1.1%; IT & managed services 1.5%; Manufacturing 2.2%; Legal 7.4%,"Quotable with caveat (single agency book, no sample size)",https://firstpagesage.com/reports/b2b-conversion-rates-by-industry-fc/,2026-07-30
S4,Ruler Analytics,Conversion Rate Benchmarks 2026,2026-05-26,2026-05-26,"13 industries, mixed B2B and B2C","110M+ sessions, 5M+ conversions, GBP 33.8M spend",Session to qualified lead or sale,Tracked sessions,Session,Qualified lead or sale,multi-touch,All industries 5.13%; paid search 5.4%; AI referral 5.8%; email 4.9%; organic 4.9%; direct 4.7%; referral 4.8%; social organic 2.23%; social paid 2.11%,"Quotable with unit restated (session-level, not lead-stage; blends B2B and B2C)",https://www.ruleranalytics.com/blog/insight/conversion-rate-by-industry/,2026-07-30
S5,Implisit (via Salesforce blog),B2B Sales Benchmark Research Finds Some Pipeline Surprises,2014-11-20,2014-11-20,Aggregated Salesforce pipeline data,hundreds of companies,"Lead to opportunity to deal, by lead source",All leads in CRM,Lead,Closed-won,CRM lead source,Lead-Opp 13% (84 days); Opp-Deal 6% (18 days); website Lead-Opp 31.3%; webinar Lead-Opp 17.8%; website Opp-Deal 5%; webinar Opp-Deal 2.5%; referrals Lead-Deal 3.6%; lead lists/events/email Lead-Deal <0.1%,"Directional only (12 years old; primary URL deleted, archive snapshot is the only readable copy)",https://web.archive.org/web/20220112143536/https://www.salesforce.com/blog/b2b-sales-benchmark-research-finds-some-pipeline-surprises-infographic/,2026-07-30
X1,HubSpot,Sales Conversion Rate (glossary),,no date visible,not stated,not stated,Stage conversion,not stated,various,various,not stated,Lead-customer 2-5%; qualified lead-opportunity 15-25%; demo-proposal 20-30%; proposal-closed 25-40%,Not quotable: no source cited on the page for any figure,https://www.hubspot.com/glossary/sales-conversion-rate,2026-07-30
X2,LeanData,Why B2B Lead-to-Opportunity Conversion Rates Decline,2026-03-10,2026-03-10,cites third parties,n/a,MQL to revenue / MQL to SQL,stated as MQLs,MQL,Revenue,not stated,'only 2.9% of MQLs ever convert to revenue'; 'MQL-to-SQL 13-21% per Forrester',"Not quotable: provenance broken. Ruler's 2.9% is a website session median; the 13% is Implisit lead-to-opportunity, not Forrester",https://www.leandata.com/blog/why-b2b-lead-to-opportunity-conversion-rates-decline/,2026-07-30
X3,Google AI Overview,AI Overview for 'b2b conversion rate',2026-07-30,2026-07-30,"cites Martal Group, Zeliq, First Page Sage",n/a,Stage conversion,not stated,various,various,not stated,Visitor-Lead 2.3%; Lead-MQL 31%; MQL-SQL 15-21%; Opp-Closed 22-30%,Not quotable: the 31% matches Implisit's website-sourced lead-to-OPPORTUNITY 31.3% (wrong stage); Opp-Closed has no traceable source,https://www.google.com/search?q=b2b+conversion+rate,2026-07-30
S6,First Page Sage,MQL to SQL Conversion Rate By Industry: 2026 Report,2024-10-03,2025-12-23,Own client portfolio across 30 industries,Not disclosed,MQL to SQL conversion rate,Marketing-qualified leads,MQL,SQL,Not stated,"B2B SaaS 13%; range 10% (Legal, Real Estate) to 26% (Business Insurance, HVAC); IVRIS-computed median 15%, unweighted mean 16.1% across 30 rows","Quotable as a six-year cross-section only. Publishes NO average and NO median. Conflicts with S1 (same publisher): its B2B SaaS 13% vs S1 channel range 26-51%, unreconciled by either page.",https://firstpagesage.com/seo-blog/mql-to-sql-conversion-rate-by-industry/,2026-08-02
X4,Google AI Overview,"Answer for ""mql to sql conversion rate""",,2026-08-02,Synthesis of vendor blogs,None,MQL to SQL conversion rate,Not stated,MQL,SQL,Not stated,"""Cross-industry median 13%; B2B SaaS 18-22%; top performers 35-40%; behavioural scoring 39-40%""",Not quotable: none of the four survives tracing. The 13% median is the B2B SaaS row of S6 relabelled (S6 publishes no median; its actual median is 15%).,,2026-08-02
X5,Growthspree; Prooflytics,"MQL to SQL benchmark posts, 2026",,2026,Undisclosed client data,None,MQL to SQL conversion rate,Not stated,MQL,SQL,Not stated,"""B2B SaaS averages 18-22%""",Not quotable: unsourced on every page carrying it. Its own claimed lineage (S6) puts B2B SaaS at 13%. Data-Mania publishes 18-22% as a B2C/D2C figure and 13-15% as the B2B one.,https://www.growthspreeofficial.com/blogs/mql-to-sql-conversion-rate-benchmarks-b2b-saas-2026,2026-08-02
X6,No source publishes this range,"""Top performers"" MQL to SQL claim",,2026,Undisclosed,None,MQL to SQL conversion rate,Not stated,MQL,SQL,Not stated,"""Top performers reach 35-40%""","Not quotable: assembled, not measured. Growthspree publishes 25-35% (own undisclosed client data); Data-Mania publishes ""as high as 40%"". The circulating 35-40% is the upper bound of one joined to the upper bound of the other. ""Top performer"" is undefined and no percentile method is stated.",https://www.data-mania.com/blog/mql-to-sql-conversion-rate-benchmarks-2025/,2026-08-02
X7,Data-Mania; Growthspree; Prooflytics,Behavioural-scoring uplift claim,,2026,Undisclosed,None,MQL to SQL conversion rate,Not stated,MQL,SQL,Not stated,"""Companies using behavioural scoring achieve 39-40%""","Not quotable: no control group, so the uplift has no counterfactual. Data-Mania attributes it to poweredbysearch.com, which returned HTTP 403 and could not be verified; the other two state it unattributed.",,2026-08-02