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Industry Average Cost Per Click
Business Category
Average Cost Per Click
B2B Industry Benchmarks
We have compiled the benchmarks below based off of data we have collected with our own clients, what agency partners and colleagues share with us, and from paid business intelligence services of which we are members. These numbers are meant to provide ballpark estimates – your mileage may vary!
Automotive SaaS
Website visitor → Lead conversion rate: 1.8%
Lead → MQL conversion rate: 36%
MQL → SQL conversion rate: 35%
SQL → Opportunity conversion rate: 46%
Opportunity → Closed sale conversion rate: 34%
Chemical / Pharmaceutical SaaS
Website visitor → Lead conversion rate: 2.7%
Lead → MQL conversion rate: 48%
MQL → SQL conversion rate: 45%
SQL → Opportunity conversion rate: 43%
Opportunity → Closed sale conversion rate: 40%
Education SaaS
Website visitor → Lead conversion rate: 1.6%
Lead → MQL conversion rate: 47%
MQL → SQL conversion rate: 38%
SQL → Opportunity conversion rate: 39%
Opportunity → Closed sale conversion rate: 41%
Financial SaaS
Website visitor → Lead conversion rate: 1.7%
Lead → MQL conversion rate: 38%
MQL → SQL conversion rate: 40%
SQL → Opportunity conversion rate: 45%
Opportunity → Closed sale conversion rate: 34%
Hospitality SaaS
Website visitor → Lead conversion rate: 1.7%
Lead → MQL conversion rate: 46%
MQL → SQL conversion rate: 36%
SQL → Opportunity conversion rate: 37%
Opportunity → Closed sale conversion rate: 35%
Insurance SaaS
Website visitor → Lead conversion rate: 1.8%
Lead → MQL conversion rate: 38%
MQL → SQL conversion rate: 26%
SQL → Opportunity conversion rate: 39%
Opportunity → Closed sale conversion rate: 35%
Marketing SaaS
Website visitor → Lead conversion rate: 1.2%
Lead → MQL conversion rate: 40%
MQL → SQL conversion rate: 36%
SQL → Opportunity conversion rate: 38%
Opportunity → Closed sale conversion rate: 39%
Retail / eCommerce SaaS
Website visitor → Lead conversion rate: 2.3%
Lead → MQL conversion rate: 41%
MQL → SQL conversion rate: 35%
SQL → Opportunity conversion rate: 42%
Opportunity → Closed sale conversion rate: 30%
Telecommunications SaaS
Website visitor → Lead conversion rate: .9%
Lead → MQL conversion rate: 46%
MQL → SQL conversion rate: 34%
SQL → Opportunity conversion rate: 40%
Opportunity → Closed sale conversion rate: 36%
CRM SaaS
Website visitor → Lead conversion rate: 1.9%
Lead → MQL conversion rate: 37%
MQL → SQL conversion rate: 44%
SQL → Opportunity conversion rate: 49%
Opportunity → Closed sale conversion rate: 35%
Design SaaS
Website visitor → Lead conversion rate: .8%
Lead → MQL conversion rate: 38%
MQL → SQL conversion rate: 32%
SQL → Opportunity conversion rate: 46%
Opportunity → Closed sale conversion rate: 35%
Entertainment SaaS
Website visitor → Lead conversion rate: 1.7%
Lead → MQL conversion rate: 41%
MQL → SQL conversion rate: 39%
SQL → Opportunity conversion rate: 45%
Opportunity → Closed sale conversion rate: 42%
Healthcare SaaS
Website visitor → Lead conversion rate: 1.7%
Lead → MQL conversion rate: 47%
MQL → SQL conversion rate: 45%
SQL → Opportunity conversion rate: 40%
Opportunity → Closed sale conversion rate: 36%
Industrial SaaS
Website visitor → Lead conversion rate: 2%
Lead → MQL conversion rate: 45%
MQL → SQL conversion rate: 37%
SQL → Opportunity conversion rate: 43%
Opportunity → Closed sale conversion rate: 39%
Legal SaaS
Website visitor → Lead conversion rate: 1.2%
Lead → MQL conversion rate: 40%
MQL → SQL conversion rate: 42%
SQL → Opportunity conversion rate: 44%
Opportunity → Closed sale conversion rate: 40%
Project Management SaaS
Website visitor → Lead conversion rate: 1.6%
Lead → MQL conversion rate: 44%
MQL → SQL conversion rate: 36%
SQL → Opportunity conversion rate: 43%
Opportunity → Closed sale conversion rate: 35%
Security SaaS
Website visitor → Lead conversion rate: 1.6%
Lead → MQL conversion rate: 40%
MQL → SQL conversion rate: 36%
SQL → Opportunity conversion rate: 40%
Opportunity → Closed sale conversion rate: 36%
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HubSpot Marketing Hub Onboarding | ||
Import and create contacts in HubSpot CRM | Limited | |
Assistance with adding HubSpot tracking code to your website | ||
Integrate your existing CRM with HubSpot | ||
Assistance with connecting your social media accounts | ||
Connect your domain to HubSpot blog and landing pages | Limited | |
Create personalized and branded HubSpot email templates | ||
Set up Salesforce integration with HubSpot | ||
Set up personas and ICPs for ABM campaigns | ||
Set up automations to populate ABM settings | ||
Create forms and CTA replacements for your website | ||
Create email nurtures & guide your team | ||
Online platform training sessions for you and your team | 2 hours included | |
1-on-1 campaign strategy session | 2 hours included | |
Set up forms in HubSpot | ||
Assistance with setting up chatbot in HubSpot | ||
Assistance with setting up advanced reporting in HubSpot | ||
Assistance with migrating blog posts to HubSpot | 2 hours included | |
Access to team of full-stack developers for advanced integrations | ||
White-glove, 1-on-1 onboarding, implementation and support |
HubSpot Sales Hub Onboarding | ||
Import and create contacts in HubSpot | Limited | |
Assistance adding HubSpot tracking code to your website | ||
Assistance setting up email templates | Limited | |
Guidance on Gmail and Outlook integration with HubSpot | ||
Mapping custom objects to HubSpot objects | ||
Migrating parent/child relationships | ||
Assistance importing large databases | Limited | |
Pipeline customization & automation | ||
Contact ownership automations | ||
Meeting link creation | ||
Sequence creation & best practices | ||
Forecasting & reporting | ||
Sales Hub training | 2 hours included | |
Onboarding and enablement session | 2 hours included | |
Guidance on integrating a BI tool (e.g. Grow, Databox) | ||
Assistance setting up advanced reporting in HubSpot | ||
Assistance implementing chatbot | Limited | |
Access to team of full-stack developers for advanced integrations | ||
White-glove, 1-on-1 onboarding, implementation and support |
HubSpot Service Hub Onboarding | ||
Adding users and setting up teams | ||
Assistance with adding HubSpot tracking code to your website | ||
Integrate your existing systems with HubSpot | ||
Connecting subdomain to knowledge base | Limited | |
Assistance defining ticket process | ||
Create custom ticket properties | Limited | |
Guidance on creating ticket-based workflows | Limited | |
Guidance on creating customer feedback campaigns | ||
Online training for you & your team | 2 hours included | |
Assistance with setting up forms for incoming tickets in HubSpot | ||
Assistance with setting up advanced reporting in HubSpot |
*Table above reflects starting services for the 6- to 8-Week Onboarding Package