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B2B Professional Services benchmarks · 2026
Consulting, legal, accounting, agency, contractors. Long sales-cycles. Referrals dominant; paid serves brand and air-cover roles.
Snapshot
Consulting, legal, accounting, agency, contractors. Long sales-cycles. Referrals dominant; paid serves brand and air-cover roles.
Key benchmarks · 2026
Avg MQL→close CVR
0.6–1.5%
Avg engagement size
$25,000–500,000
Target CAC
$2,000–25,000
CAC payback
6–18 months
Referral share of new revenue
35–62%
Channel mix notes
Thought-leadership content is the rate-limiter. LinkedIn organic + Lead Gen Forms outperform pure paid.
Primary channels for this industry
Build a media plan for this industry: Use the budget allocator, CAC payback calculator, and LTV:CAC calculator.