How to Master Benchmarks for B2B Lead Generation

5 min read
16.02.2024 13:39:41

Why Are Benchmarks Becoming More Popular?

In an era where information is abundant, differentiation comes from insights that are not only unique but actionable. Industry reports serve this need. They're not just reports; they're roadmaps to innovation, customer understanding, and strategic growth.

Now, you might wonder, how does this tie back to lead generation? It's all about authority and engagement. By producing and leveraging industry reports and benchmarks, you can engage in conversations armed with data, not just opinions. You become the go-to experts, the ones who don't just follow trends but define them.

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Benchmarks: a Business Opportunity

The benchmarking solution Cotide was created after noticing that the usual marketing strategies were no longer effective. Marc, one of Cotide's co-founders, was overseeing a master's thesis at the time and decided to compile the Marketing Automation Report. The goal was to collect data on the state of marketing automation in the DACH region (Germany, Austria, and Switzerland). He aimed to offer maximum value to those who participated in the study.

The market's response was incredibly positive, far beyond expectations. Many high-level executives took 15 minutes out of their busy schedules to contribute. This strong interest highlighted a significant opportunity. When someone approached Marc for assistance with launching a benchmark, he realized there was a solid business idea waiting to be explored. Cotide was born.

The Scaling Readiness Check - A Benchmark Example

Janine Tricoire from Peakora introduced the Scaling Readiness Check (SRC), a strategic tool crafted to uncover effective growth strategies and pinpoint prospects who are ready to make a purchase. The creation of the SRC was driven by the need for a more strategic approach to generating sustainable growth at the top of the funnel, while also creating immediate sales traction.

The Origin of SRC

The idea for the SRC emerged from a challenge: the traditional methods of generating top-of-funnel growth were not yielding the desired long-term results, and simple gated content had lost its effectiveness. Peakora sought to develop an initiative that would not only increase their top-of-funnel traction, but also identify prospects who were ready to buy. The goal was to provide direct value to users through a benchmarking tool that allowed companies to compare their performance against real-time industry data.

The Goal and Purpose

The original purpose of the SRC was to serve as a diagnostic tool for founders and CEOs, enabling them to see how their business stacks up against others in the industry. The report aimed to go beyond mere comparison, offering a full analysis packed with actionable advice, tools, and frameworks to help companies improve and succeed.

From Concept to Reality: 9-Step Plan to Publish a Benchmark

1. Define the Goal and set the requirements the study needs to fulfil
2. Research the right tool 
3 Develop the questionnaire
4. Develop the messaging and hook to promote the survey
5. Define all channels to promote the survey
6. Define exact steps that happen after the leads have filled the survey
7. Plan 1-2 months of data collection
8. Schedule event to present the findings
9. Distribute the report strategically

Challenges and Benefits of Benchmarks

While Peakora already had a significant community, which provided an initial boost, the challenge was to attract participants outside of the community. Finding the right hook and messaging to encourage people to invest their time in the survey was crucial. Despite these challenges, the SRC proved to be an invaluable tool across the customer journey, initially intended as a top-of-funnel awareness tool. It offered immediate value to participants, leading to a free consultation call where Peakora's experts could delve deeper into the analysis with the company, providing tailored feedback.

Dos and Don'ts for using Benchmarks for B2B Lead Generation


  1. Test and Adapt Your Message:
    Continuously refine your messaging based on audience feedback and performance metrics to ensure it resonates with your target market.

  2. Emphasize Visual Engagement:
    Use graphics, charts, and infographics to make complex data accessible and engaging, enhancing the audience's understanding and retention.

  3. Offer Direct Value:
    Provide immediate, actionable insights that participants can use, making the benchmark not just informative but also practically useful.

  4. Leverage Expert Insights:
    Incorporate opinions and findings from industry experts to add credibility and depth to your benchmark, enriching the content with authoritative perspectives.

  5. Promote Across Channels:
    Utilize a variety of platforms, including social media, email, and webinars, to reach a wider audience and increase engagement with your benchmark report.


  1. Avoid Overloading with Jargon:
    Keep language simple and clear to ensure your content is accessible to a broader audience, including non-native English speakers.

  2. Don't Neglect Design:
    A well-organized and visually appealing report is crucial for readability and can significantly impact the audience's engagement.

  3. Resist the Urge to Sell Aggressively:
    Focus on providing value and insights rather than using the benchmark as a thinly veiled sales pitch.

  4. Don't Skimp on Quality Data:
    Ensure your report is based on reliable and relevant data to maintain credibility and provide genuine insights.

  5. Don't Forget to Personalize:
    Tailor your content to address the specific interests and needs of different audience segments, enhancing relevance and engagement.

Wondering what type of benchmarks your company could launch and leverage for B2B Lead Generation? Book a personal demo so we can talk about what this could look like for your company.