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Summary of our market study
In France, sales in the lead generation sector are estimated at between 200 and 250 million euros (20% for B2B and 80% million for B2C)
The global lead generation market is growing at an annual rate of over 15%.
Companies are investing heavily in lead generation. Over 50% of companies use CRM.
The pandemic has had a profound effect on marketing strategies, prompting many companies to reconsider their approach to lead generation.
B2B lead generation is characterized by a longer sales cycle and niche markets, where channels such as LinkedIn play an essential role.
In the B2C segment, the focus is on a broader market, with faster purchasing decisions, which relies more heavily on advertising on social networks.
The conversion rate from leads to sales in the B2B segment varies considerably d, with the finance, insurance and management sectors converting just 10% of leads, while the general services, automotive, IT and telecoms sectors have a conversion rate of 25%.
In the B2C segment, the telecommunications and energy sectors have a conversion rate of 40%.
Over 60% of companies are prepared to pay more than 20 euros per lead. The average cost is 53 euros for the b2b sector and 31 euros for the b2c sector.
Market players
- Lead Value
- Data on demand
- Leadin
- Companeo.
- Manageo
- Time One Group
- Info Pro Data
- Lead generation
- Mediazur
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Summary and extracts
1 Market overview
1.1 Introduction
Lead generation is a marketing method that involves making contact with people interested in a product or service in order to convert them into customers. The aim is to select people who have a real probability of becoming customers (e.g. users who could buy a product on a website) and to guide them to buy more easily. Lead generation can be b2b, b2c or b2b2c.
There are two main categories of lead generation:
- Inbound: where we get customers to come and see our products for themselves
- Outbound: where we use "classic" and historic marketing techniques (e.g. cold calls, door-to-door canvassing, telephone canvassing, etc.). However, some of these techniques no longer work and have become archaic (80% of marketers observe that outbound techniques no longer generate leads).
Thanks to these new lead generation techniques, the global market is doing particularly well: forecasts give a CAGR of 17.5% for the period 2021-2028. However, the Covid-19 crisis has had a major impact on the profession and the b2b market (particularly in the United States, where 53% of marketers surveyed felt that face-to-face trade shows and meetings made it quicker and easier to convert a lead into a customer).
The French market is in good health. Even if the health crisis has taken its toll on the lead generation budget, it has enabled many companies to question their organization, and many changes in strategy have taken place.
When it comes to lead generation, many parameters need to be taken into account: which software should be used to generate or track leads? What cost per lead should you not exceed? Which channel should be used to generate quality leads? To answer these questions, around 50% of companies use external service providers. In fact, many players have been positioning themselves in this market for several years now, as demand is immense and performance is not up to scratch (particularly when it comes to lead quality). There is no French leader in this sector, but some companies, such as Lead Value, Info pro data and Manageo, have comfortable sales figures.
List of charts presented in this market study
- Growth in worldwide lead generation sales
- Marketing teams' priorities
- The European lead generation market
- Lead generation in b2b: share of sales in various business sectors
- Share of lead generation sales in the b2c sector
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