Sales of Products, Property and Agency were the only segments of the market that had increased the conversion rate of leads in one year. This is one of the main findings made by the study “Panorama of Lead Generation in Brazil”, a partnership between Hubspot, Rock Content, Leadster and V4. Research, in fact a benchmarking that arrives in its third edition, reveals encouraging data, some worrying and other promising for planning and marketing actions of companies. In this article I will highlight the main ones. Check it out next!
Contents
Toggle- To understand the logistics of the study
- Conversion trends
- What is a conversion?
- Conversion rate in Brazil was 3.15%
- The highest conversion rate remained with the Insurance segment
- Sale of Products, Property and Agency are the only ones with increased conversion
- Worrying data reported in the Lead Generation Panorama 2024
- WhatsApp in lead generation is national preference
- Google Ads is the channel that most generated leads for Brazilian companies
- Media Pay is the most used strategy for lead generation
- CRMs, Automation Tools and Data Analysis are essential
- Conclusion
To understand the logistics of the study
The data presented in this analysis were obtained through the Marketing Chat platform of Leadster. This chatbot is responsible for initiating custom and proactive interactions with visitors to a given site, which contributes to improving conversion and qualification indices.
The Lead Generation Panorama 2024 covered a total of 2,772 sites B2C and B2B, recorded 147 million accesses and discoveries in the generation of 3.5 million leads. It is important to highlight that all the information collected is treated anonymously, ensuring the privacy of the customers.
Conversion trends
Seventeen different market segments were surveyed. The aim of the organizers is to provide important insights for the making of strategic decisions that are more grounded in each business model.
What is a conversion?
In this context of Panorama, a conversion needs to be understood as a qualified lead, which is someone who has shown genuine interest in its products and services, thus increasing the likelihood of becoming an effective customer.
Understanding conversion trends in the acting sectors is crucial to direct marketing and sales efforts more efficiently. By mapping this scenario, people and companies can adjust their strategies and take advantage of the best growth opportunities.
There is no magic number that can accurately answer the best conversion rate, as Panorama shows, the conversion rate can vary widely between different funnel stages, marketing channels and market segments.
Conversion rate in Brazil was 3.15%
Repeating behavior recorded in the previous edition of the Lead Generation Panorama, the median conversion rate had a drop (small) from one year to the next. In 2021 and 2023 the fall was more expressive, ranging from 3.81% to 3.19%, this time it was less apparent, ranging from 3.19%, in 2023, to 3.15%, in 2024. Among the best-performing websites, the median conversion was 7.51%.
For Fabrício Toledo CMO and Cofounder Leadster, “no matter how much more competitive the global market for lead generation is than the Brazilian one, it also has more mature companies, more professional strategies and the rapid adoption of new strategies such as chatbots and artificial intelligence – which have been applied to lead generation globally for a few years and only now begin to become popular in Brazil.”
The highest conversion rate remained with the Insurance segment
Among all sites surveyed, the Insurance segment had the highest conversion rate, with 5.04%. Last year, the post was Legal, which this time occupies the 2nd position (4.81%). The top 5 also includes the Health segments (4.77%), Telephone (4.64%) and Financial (3.96%).
At the other end, with the lowest conversion rates, the Consulting segments (1.54%), Real Estate (1.64 %), Software (2.10%), Logistics (2.39%) and Technology (2.41%) remained.
Sale of Products, Property and Agency are the only ones with increased conversion
It is worth noting that the Lead Generation Panorama is always focused on the comparison with the previous edition (2023), and in this year only 3 segments had an increase in conversion: Sale of Products, Property and Agency. For the others, the result of 2024 presented a negative variation, as well as the general median. Some segments are appearing in the study for the first time in this issue, so they do not have historical data for a more effective comparison.
Worrying data reported in the Lead Generation Panorama 2024
One aspect that surprised me is: although digital marketing is constantly advancing in Brazil, impressive 79.38% of the country’s companies invest less than R$1,000 monthly in online advertising strategies (advertisings). And what is more alarming, half of them have no UTM tags configured, which means that, in addition to modest investment, these companies are losing track of their data accurately.
What can be perceived in the study is that the Brazilian entrepreneur directs a minimum portion of his resources to marketing, perhaps due to distrust in professionals in the area and also due to questionable information. This creates a scenario in which we find unorganized marketing departments and agencies that offer a lot but deliver little.
The data show a remarkable lack of maturity of companies in their marketing strategies. This inexperience becomes even more evident when we observe the sales universe, where, according to the research, only 42.7% of the 2772 companies interviewed have integrations with sales CRMs or marketing automation platforms.
The scarcity of investment in marketing, coupled with the lack of efficient monitoring of data and the absence of a CRM configured to follow this process, portrays the lack of predictability of revenue in companies and of course a constant instability in monthly results.
WhatsApp in lead generation is national preference
Among the 2772 companies analyzed in this Panorama in its 17 segments, more than 80% use the WhatsApp channel in at least one stage of the lead generation process. WhatsApp bears the most widely used message application title in Brazil. Due to its wide acceptance, as well as the demand expressed by the public itself, it becomes unthinkable nowadays to conduct business without making use of this marketing tool.
However, for those who are dedicated to leading generation, concerns arise about their employment. According to the research, only 34% of users feel comfortable providing their contact with the purpose of communicating with B2B companies, for example. Furthermore, there are considerable challenges for vendors in leading qualification and large-scale sales, using a channel that was not originally designed for this purpose.
Google Ads is the channel that most generated leads for Brazilian companies
Although organic traffic dominates most of the accesses to sites in Brazil (42.7%), as the Lead Generation Panorama 2024 analyzed, when it comes to lead generation, Google Ads still leads the way. Representing 25.4% of the leads generated, it exceeds 24.2% of the organic traffic and 10.5% of the Meta, a channel recognized for its high conversion rate. Since 2023, not only has the volume of organic accesses increased, but also the amount of leads generated through this channel.
Media Pay is the most used strategy for lead generation
For those who have been working in digital marketing agencies for a long time, like us here at National Vox, this is no bombshell revelation, but helps in defending the thesis on investments needed by companies.
In the months prior to the launch of the Lead Generation Panorama 2024, the organizers conducted a survey to understand the strategies and tools most used by the marketing professionals. The result shows that the paid media is the preferred strategy for lead generation, being used by 71% of professionals. Following, Inbound (54%), Content (46%), E-mail (42%) and SEO (35%) appear.
CRMs, Automation Tools and Data Analysis are essential
For 72% of the professionals who responded to the study, CRMs, Automation tools and Data Analysis are fundamental within the lead generation strategy. And despite its growth in recent years, less than half of the professionals use Chatbots and artificial intelligence tools.
The Lead Generation Panorama also pointed out that 47% of the professionals who participated in the research claimed to use Artificial Intelligence in lead generation, based on Leadster websites only 10.86% of the sites use AI functionality and customization to differentiate strategy in conversion flows.
Conclusion
According to Statista data, Brazil is the 9th country that invests most in advertising. In 2023, it is estimated that around 17 billion dollars were spent on ads, with 55.7% of this value being invested in digital advertising. Overall, 70% of all advertising investment is digital. (Digital 2024 Global Overview Report)
The study is very broad and naturally has no way of addressing everything that was analyzed in a Blog article, but I sought to bring you that is our reader, the main clippings and insights. If we highlight a fairly obvious result of this Panorama, the better and more efficient the marketing in the companies, the easier the sales get.
If you have a little time to spare and you want to get into the matter, Just click here to access the complete material made available by the organizers.
One hug and see you next article!
