Demand generation is a critical component of any successful marketing strategy. As a B2B demand generation manager, setting realistic expectations, accurately measuring performance, and continuously optimizing campaigns are essential. This guide provides a clear framework for implementing demand generation benchmarks across various channels.
Demand generation is a critical component of any successful marketing strategy. As a B2B demand generation manager, setting realistic expectations, accurately measuring performance, and continuously optimizing campaigns are essential. This guide provides a clear framework for implementing demand generation benchmarks across various channels.
Benchmarks help you set realistic goals, measure performance, and identify areas for improvement. They provide a standard against which you can compare your campaigns, ensuring you are on track to achieve your objectives.
We analyzed data from over 30 B2B SaaS companies between January 1st and December 31st, 2023. The analysis covered $8.2 million in spend and 308 million impressions across Meta (Facebook & Instagram) and LinkedIn.
Meta (Facebook & Instagram)
- CPM (Cost Per Thousand Impressions):
- Facebook: $4.00 (-35% YoY)
- Instagram: $5.00 (-20% YoY)
- CTR (Click-Through Rate):
- Facebook: 0.60% (+10% YoY)
- Instagram: 0.50% (+8% YoY)
Insight: Meta channels have seen a significant decrease in CPM, making them more cost-effective. CTR has increased, indicating better engagement.
How to measure performance, set expectations, and optimize campaigns
Demand generation is a critical part of any modern B2B marketing strategy. For demand generation managers, the ability to set clear expectations, measure the right metrics, and optimize based on performance is what drives growth.
This guide outlines current demand generation benchmarks across key platforms like LinkedIn and Meta (Facebook and Instagram), with data from $8.2 million in spend across 30+ B2B SaaS companies in 2023.
Benchmarks help marketers:
Without them, it’s difficult to know what success looks like or where you stand.
Refine Labs analyzed data from January 1 to December 31, 2023, across 30+ B2B SaaS companies. The dataset included:
This data powers the channel, objective, and placement-level benchmarks below.
Takeaway: Meta platforms are becoming more cost-effective, with improved engagement rates.
Takeaway: LinkedIn remains high-cost, but quality and engagement justify continued investment.
Takeaway: Traffic campaigns consistently deliver the strongest CTRs. Lead gen and awareness require higher spend and offer lower conversion performance.
Takeaway: Stories drive better engagement at a lower cost. Reels require higher investment and more compelling content to perform.
Takeaway: Document ads are emerging as a high-performing format, especially for deep, value-driven content.
Emerging Formats:
Trend: In-feed content is dominating. Meta costs are dropping, while LinkedIn remains expensive but sticky.
Compare your campaign data to industry benchmarks to identify gaps and opportunities.
Refine your creatives, placements, and targeting. Test new formats like Document Ads and Thought Leader Ads to stay ahead.
Use benchmarks to guide budget allocation. Don’t over-invest in one channel just because it’s familiar or easier to attribute.
Benchmarks are not static. They’re a starting point. The most successful teams treat them as part of an ongoing feedback loop, not a final answer.
If you're running demand programs and want help aligning budget with ROI, Refine Labs has helped hundreds of B2B companies do exactly that. Let’s talk.
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