---
title: B2B advertising channel benchmarks | RGM®
url: https://realgrowthmatters.com/tools/benchmarks/channels/b2b/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/tools/benchmarks/channels/b2b/
---

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### Channel snapshot

Avg CPL $95–650 by ACV tier. Lead-gen-form CVR 8–18%. Sales-cycle 60–360 days.

## How to operate this channel

### Operator playbook

1. Use intent data (6sense, Bombora) to layer onto LinkedIn targeting.
2. Treat top-of-funnel as brand-building, not lead-gen — measure pipeline-touched, not MQL.
3. Multi-channel ABM beats single-channel by 2.3x on close rate.
4. Sales + marketing alignment is the rate-limiter — service-level agreements on lead handoff.
5. Brand-touched MQLs convert 2.4x — fund brand alongside performance.

## Platforms in this channel

Keep going · Free training

### B2B & SaaS Growth

B2B has its own physics. Learn them — RGM's B2B training covers ICP development, ABM operations, sales-marketing alignment, and PLG mechanics. Free.

[Start the training →](/training/)

[**LinkedIn Ads**Platform deep-dive](/tools/benchmarks/platforms/linkedin/)[**Google Search**Platform deep-dive](/tools/benchmarks/platforms/google-search/)

**Want to model your spend in this channel?** Use the [CPM calculator](/tools/cpm-calculator/), [ROAS calculator](/tools/roas-calculator/), and [budget allocator](/tools/budget-allocator/) to plan allocation.