Lead generation
Introductory guide to use, things to keep in mind when you want to be contacted by demanding users
First steps
Without beating around the bush, especially since Duobu is also a lead generation company, let's clarify some key data that cannot be ignored:
For B2B, 91% of buyers arrive at sales meetings already familiar with suppliers and having conducted extensive research (2024, Hubspot),yet only 9% consider supplier websites to be reliable sources of information (2025, G2). Despite extensive research, there is an average misalignment of 54.5% between how sellers and buyers perceive the main problem to be solved;
More than half of B2B buyers (52%) are now driven by personal factors, such as B2C, rather than professional factors in their purchasing decisions, contradicting the traditional belief that B2B decisions are purely rational/professional (2024, Dentsu, slide 10);
Content written at a fifth- to seventh-grade level converts at 11.1% — higher than eighth- to ninth-grade level (6.6%) and double that of professional-level writing (5.3%) (2024, Unbounce).
It is important to remember that "every industry is unique" and that every professional job has distinctive characteristics that require specialised lead generation approaches. This is obvious, but the emotional aspect becomes clear and cannot be ignored. I can do the best job in the world and even have a thorough method (see the link below if you want to know more :D), but if you don't like me, then it's unlikely we'll work together. Am I wrong?
The facts
There is a lot of information to keep in mind, and when analyzing your professional services lead generation metrics, we often ask ourselves:
Why are my conversion rates so low compared to what I see in benchmarks?
Why does it take so long to get a good lead?
Should I focus on mobile optimization when most B2B users are still on desktop?
Why, despite the many visits and interactions, is no one filling out my contact form?
You can find all the answers online, there's no denying it, and you always have to search thoroughly. Here are some answers for you:
Conversion rates vary dramatically by sector: legal services lead at 7% for paid search, dental practices achieve 3% visitor-to-lead conversion , while generic B2B professional services average 2.7% (2025, UpLead);
Did you know that prospects now need an average of 54 touchpoints to become Marketing Qualified Leads and 87 additional touchpoints to reach Sales Qualified status, representing a 19.8% increase from 2023? (2024, HockeyStack);
While desktop visits still generate 73% of professional services traffic (2025, Unbounce), mobile users convert at higher rates despite lower volume (Unbounce/PaperStreet), making mobile optimisation a must if we still want to compete.
Apart from the fact that putting the form where it is not needed does not increase the chances of someone filling it in at random. Keep forms to 3-5 fields optimal range - forms with 5+ fields see 30% fewer conversions (2025, Brixon Group).
Here is an article you can read about what is changing most in users looking for contacts... and yes, AI is also mentioned.
