Is your lead index in line with the norm or way off? Without sector reference data, there's no way to know. This benchmark compiles the real effort-per-lead (lead index) and effort-per-meeting (CPM) data observed across 127 active Lead-Gene clients in 2026, spread over 18 B2B sectors in France, Belgium, Switzerland and Germany. Data updated quarterly.
Benchmark methodology
Definition of a qualified lead: a lead is counted as qualified when it responds positively to a first outbound contact AND confirms the existence of a project, an allocated scope and decision-making or influencing power. Merely curious replies with no identified project are not counted.
Sources: anonymized data from 127 active campaigns, January-April 2026. Channels covered: outbound email, LinkedIn outbound (requests + InMail), phone (cold call). Markets: France (68%), Belgium (12%), Switzerland (11%), Germany (9%).
Reading the data: lead index = total campaign effort divided by the number of qualified leads. CPM = total effort divided by the number of confirmed sales meetings. Min-max ranges correspond to the P25-P75 percentiles.
lead index by channel — all sectors combined
Lead-Gene AI machine (email + LinkedIn): lead index audit-based scope| CPM audit-based scopeAverage positive reply rate: 3.1%. Average time to first lead: D+9.
Human SDR (email + phone): lead index audit-based scope| CPM audit-based scopeIncludes: loaded salary, tools, management, amortized recruitment. Average positive reply rate: 2.3%.
LinkedIn Ads: lead index audit-based scope| CPM audit-based scopeAdvantage: precise targeting. Drawback: structurally high lead index, no lasting campaign aftermath.
Google Ads B2B: lead index audit-based scope| CPM audit-based scopeHighly variable depending on keyword competition. Growing saturation since 2023.
Inbound SEO (amortized over 18 months): lead index audit-based scope| CPM audit-based scopeThe lowest lead index but a long investment horizon and dependence on Google's algorithms.
lead index by sector — Lead-Gene AI machine
B2B SaaS (ACV audit-based scope): lead index audit-based scope| CPM audit-based scopeAverage close rate: 9%. Average 12-month ROI: 680%.
Consulting / Professional services: lead index audit-based scope| CPM audit-based scopeLong cycles (60-120 days). Average ACV audit-based scope. Average 12-month ROI: 420%.
Commercial real estate: lead index audit-based scope| CPM audit-based scopeHighly sensitive to relocation signals. Meeting → mandate conversion rate: 18-25%.
Industry / Manufacturing: lead index audit-based scope| CPM audit-based scopeCycles 90-180 days. High ACV (audit-based scope). Exceptional ROI once amortized.
Fintech / B2B finance: lead index audit-based scope| CPM audit-based scopeHard-to-reach C-level decision-makers. Positive reply rate 1.8-2.9%.
Construction / Public works: lead index audit-based scope| CPM audit-based scopeHigh volume, variable average ticket. Marked seasonality (Q3 = trough).
Healthcare / B2B medtech: lead index audit-based scope| CPM audit-based scopeLong cycles, critical compliance. Strong signal: public tender.
HR / Recruitment / Training: lead index audit-based scope| CPM audit-based scopeHighly sensitive to growth signals (hiring announcements).
Marketing / Digital agencies: lead index audit-based scope| CPM audit-based scopeSaturated market, differentiation through social proof is essential.
Transport / Logistics: lead index audit-based scope| CPM audit-based scopeStrong signal: opening of a new geographic zone.
How to calculate your target lead index
Lead-Gene formula: maximum profitable lead index = (ACV × Gross margin × Close rate) / 10. SaaS example: ACV audit-based scope× 75% × 12% / 10 = target lead index audit-based scopeIf your current lead index exceeds this threshold, your prospecting is structurally loss-making.
The 3-month rule: an AI lead machine reaches cruising speed after 90 days of optimization. Month-1 data is not representative of the long-term lead index — which drops by 15-30% between M1 and M3 thanks to continuous improvement of scoring and sequences.
For a benchmark personalized to your sector and ACV, read our dedicated article on lead index by channel or request a free audit.
lead index by ICP maturity
The ICP is the number-one factor impacting lead index — stronger than channel, copywriting or volume. Data observed across 127 clients:
Precise ICP (sector + size + title + trigger signal defined): average lead index audit-based scopePositive reply rate: 3.4%. Time to positive ROI: 2.8 months.
Approximate ICP (sector only, broad size): average lead index audit-based scopePositive reply rate: 1.7%. Time to positive ROI: 5.2 months.
No defined ICP (mass): average lead index audit-based scopePositive reply rate: 0.9%. Negative ROI in 62% of cases at 6 months.
Investing 2 days in defining a precise ICP cuts lead index by 55-78% according to our data. For the method, see B2B ICP: how AI builds it in 48h.
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