Benchmarks and Trends of Demand Generation for SaaS Marketers



Marketing can be a remarkable tool to accelerate your business growth, but only when it is strategically and smoothly utilized in operations. Attracting strangers, converting them into leads, closing leads to customers and delighting the customers so they act as promoter; the methodology seems convincing to hear, but what about the implementation?

As the journey from converting a stranger to a customer is defined and followed, you need to be distinct in your own unique way in order to stand out in the marketplace from the other competitors. To stimulate your sales, you need to generate the demand of your product or service in the market. After all, prospects will be able to reach you when you become visible to them. You need to engage with them in a way which grabs their attention and interest, making them prefer you over others. That’s where the role of demand generation benchmarks comes into play.

Following are the four benchmarks which will help you ascertain where you stand in the industry:

1. Software companies are equivalent to other industries in terms of visitors, leads, and opportunities in sales

Demand Generation Benchmarks Software Monthly Visitors
Image Credit: HubSpot
Demand Generation Benchmarks Software Monthly Leads
Image Credit: HubSpot
Demand Generation Benchmarks Software Monthly Opportunities
Image Credit: HubSpot


  • The charts given above compare software companies and the respondents from all industrial backgrounds.
  • A similar distribution of patterns is observed, wherein plotting curves along the graphical information would result in the two curves coinciding with each other in all cases.
  • To speculate, there are chances that different industries are observed to have hidden yet similar trends.
  • But since reports are formulated from selected samples, the probability of coincidences in the assortment of marketer samples also exists.


  • There is a direct relationship between a company’s overshooting targets and revenue growth with the conversion of leads. As the traffic visiting your website increases, they’re more likely to consume content they’re interested in, get converted into leads and get closed as customers.
  • With this survey, marketing is now foreseeable with patterns that recur when diverse plans and methodologies are adopted.
  • Companies unaware of lead generation tools, benchmarks and trends are on the losing side when it comes to competition, informed practices and detailed decision-making processes.

2. Inbound marketing methodology and techniques are adopted by software companies over the traditional approach.

In accordance with the report, the software industry has taken a step forward to opt for inbound techniques in their marketing. Strategies like marketing automation, lead generation, workforce management, and content creation – to name a few – are among their priority marketing investments. Appropriate demand generation strategies go hand-in-hand with the application of inbound ways.

Demand Generation Benchmarks Software Top 5 Marketing Investment
Image Credit: HubSpot
Demand Generation Benchmarks Software Bottom 5 Marketing Investments
Image Credit: HubSpot


  • The survey allowed marketers to select their most and least (three) productive marketing investments in their business workings.
  • The aim was to establish business strategy management and set benchmarks after assessing them.
  • Standards of external factors like the budget were kept constant and didn’t interfere in their investment criterion.


Software companies put more time in inbound marketing methodology more than any other industry. Inbound marketing helps in reducing the gap in the performance of various teams in an organization by streamlining efforts and providing a window to all departments. It can be in the form of email marketing, tracking a lead’s journey or tracking content with context. Indeed it is the most effective method of marketing for SAAS.

3. With the per-lead analysis, software industry spends more than any other industry

Cost Per Lead Demand Generation Benchmarks
Image Credit: HubSpot


  • Competition and Customer Lifetime Values (CLVs) in the software industry is increasing rapidly due to the ease in the user interface, space and time management provided by SaaS.
  • The reasons for increased acquisition costs in the software marketplace are mentioned above.
  • As reported, software, information tech & services, marketing agencies and financial services invest between $51 and $100 on an average per lead.
  • Such services are the highest payers as compared to other enterprising sectors spending between $1 and $50.


  • Marketing investments go futile when leads which are unconvertible or don’t have much potential are tapped up.
  • Lead nurturing plays an important role in gaining customer’s trust and  loyalty
  • Pay attention to buyer-persona segmentation, and track their position in the buyer’s journey before re-contacting them.

4. Click-through rates and opening of emails are observed exponentially better in Software Media

Open Rate: Software vs Others
Image Credit: HubSpot
Click Through Rate (CTR)
Image Credit: HubSpot


  • Out of all the software companies covered in the survey, 70% of them open emails at a higher rate by 10%.
  • Also, almost 80% of them reported a higher clickthrough rate by 1%.
  • Demand generation marketing via lead generation tools are the main indicators of such growth.


The reason behind this success can be quoted due to risen ROIs and revenue generation. By relying on segmentation, marketers in software invest in lead nurturing techniques through inbound schemes, personalised attention and triggering the customer’s enthusiasm for more. Being a software marketer, one must make sure that the cloud management interface is user-friendly, reaches maximum prospects and keeps data secure from malware. Consumers also appreciate the privacy of information and tend to trust more when provided with qualitative and educational services.

The closing final statement is that marketing tactics work for you tremendously, but only when you work after them. Contributing to the personal growth of the workforce and building relationships bring forth exemplary performances. Aligning strategies with organizational goals in mind develop all departments and build a better connection with the audience. Always strive for more!

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