Benchmarks help you spot when something is badly off. But they vary hugely by industry, deal size, list quality and offer. Use these ranges as a sanity check, then beat your own last quarter.
Common benchmark ranges
| Metric | Typical range | Notes |
|---|---|---|
| Cold email reply rate | 1–10% | Narrow targeting and personalisation push it up |
| Cold email positive reply rate | 0.5–3% | Positive = interested or wants info |
| Landing page conversion | 2–10% | Higher for warm traffic and simple offers |
| Lead → MQL | 20–40% | Depends on how you define MQL |
| MQL → SQL | 10–30% | Sales and marketing alignment matters |
| SQL → won | 15–30% | Higher for referrals |
| Cold call connect rate | 5–20% | Better with verified mobile numbers |
How to use benchmarks
- Far below range → investigate data quality, targeting or offer.
- Within range → optimise the next weakest stage.
- Above range → scale volume carefully, watching quality.
Why your own trend matters more
A 3% reply rate might be excellent for enterprise software and weak for local services. Track the same metrics monthly and aim to improve your own baseline. See lead generation KPIs.
Raise your baseline: verified emails, phone checks and show-first previews in one account.
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Frequently asked questions
What is a good cold email reply rate for B2B?
Typically somewhere between 1% and 10% depending on targeting and personalisation; positive replies are usually a smaller share.
What is a good MQL to SQL conversion rate?
Often 10% to 30%, but it depends heavily on how strictly you define an MQL.