As we look at performance campaigns we did for our clients (in 2025 we run around 50 campaigns), we can proudly say that our campaigns are beating industry benchmarks 3-5 times.
For our clints it means that their marketing becomes become 3-5 times less expensive – that is a hugely positive impact on business growth and profitability.
As a result, choosing to work with us becomes a major competitive advantage for IT companies all over the world.
But enough bragging, lets take a look at numbers and hard facts.
What are B2B marketing industry benchmarks in 2025?
As the main benchmark I am using Wordstream’s benchmark research data about Cost Per Lead of Meta campaigns.
Wordstream is a US company that since 2007 provides services to online advertising industry. They have over 12 000 customers and, therefore, rich access to data.
According to their Facebook Ads Benchmarks 2025 research report, an average cost per lead (CPL) in Industry and Commercial industry is 37,34 USD (circa 31,66 Eur).
This is an average cost what advertisers pay to get a single registration (or similar action) for things such as ebook, webinar, free consultation and similar.
So, to put it simple, if you want to get 300 registrations to your webinar, your average cost would be 11 202 USD (circa 9 568 Eur).
Now, lets take a look at CPLs that we are able to get for our customers that we run campaigns for.
Results of campaigns IBD runs for IT companies
Let’s start by looking at campaigns we are running in September for our customers.
September was not a super active month, however it is obvious that we are beating industry benchmarks significantly. 6 times in Hungary, 4,5 times in Israel and 3,5 times in the UK, which is one of the second most competitive market in the world after the US.
But is it just one-time performance?
No.
Lets look at campaigns we run in q1 this year all over EMEA region.
In each case in every market we comfortably beat the benchmark on average 5 times.
So if we return to example of getting 300 registrations to webinar, the likely media costs if IBD rans this campaign would be 1800 – 3500 Euros.
That is a huge difference.
How IBD is able to beat B2B industry benchmarks 3-5 times?
There are number of factors and one of the most important is the advice we give our clients about the topic of the webinar.
There are topics that are in high demand, such as everything related to AI, and there are topics which do not have interest and, therefore, doesn’t make sense do do a webinar about at all.
Even more – there are differences in interest of various topics across various markets. As example, in the US there is an interest in optimising (reducing) cost of enterprise AI models. A few months ago there was not enough interest about this in Europe to justify running a webinar.
Second most important aspect is how the webinar is described and positioned.
You see, when announcing webinar, we are asking people to give away their attention and their time.
Both are in short supply.
In effect, we have to be able to sell the webinar.
We have our proprietary frameworks developed which help selling webinars. These cover description of webinar, clear positioning of the webinar and producing multiple copies to run AB tests.
Best performing copy can be 20x better performing. It makes every sense to test.
Third – we have developed our own AI agents and fed them with every element of hundreds of our previous campaigns.
As a result we have a process and technology that can produce large number of variations to test quickly.
And this is how we are able to beat benchmarks 3-5 times.
What is the business impact of 3-5 times better performance?
Now it is best to show, not tell.
I would be more than happy to discuss how we can help you improve efficiency of your campaigns. Schedule a call to discuss here.
