B2B GTM benchmarks, honestly sourced.
ORRJO Research is where ORRJO publishes its B2B go-to-market benchmarks. The State of B2B Outbound 2026 was published on 8 May 2026. Each key statistic below states its basis, and the ORRJO methodology page explains how the headline figures are calculated.
Updated
Original research
State of B2B Outbound 2026
Independent benchmarks for B2B outbound in 2026. Reply rates, meeting attendance, cost-per-meeting, time-to-pipeline. Drawn from ORRJO’s operational data across 12,500+ booked meetings and public sources (Bridge Group, Pavilion, Martal, Validity).
State of B2B Demand Generation 2026
Channel mix, attribution honesty, dark social, podcast as pipeline. The companion report to State of Outbound.
B2B Win-Loss Patterns 2026
Patterns from independent buyer interviews across closed-won and closed-lost B2B deals. Why deals actually close.
ORRJO also publishes The State of B2B Pipeline 2026, a free report on what is working in B2B pipeline, what is not, and where it is heading.
Key statistics
The most cited numbers from ORRJO research and operational data, one line each, with the basis stated. Free to quote with attribution to ORRJO and the named source.
- 90%+Average B2B meeting attendance across 12,500+ ORRJO-booked meetings.Basis: ORRJO operational data 2022 to 2026.
- 1.9 to 3.4%Average B2B cold email reply rate in 2026. 4 to 6% is good, 7%+ is strong.Basis: Martal 2026; SaaSConsult 2026. Published in the State of B2B Outbound 2026.
- 0.5 to 1.2%Average meeting booked rate per outreach. 1.5 to 2.5% is good, 3%+ is strong.Basis: Bridge Group 2024; ORRJO observed.
- 3.0 monthsRamp time for a new in-house SDR.Basis: The Bridge Group, SDR Models, Motions and Metrics 2025, as cited with the full in-house SDR cost model in our lead generation pricing guide.
- £300M+Pipeline generated across 60+ ORRJO clients since 2022, from 12,500+ booked meetings.Basis: ORRJO operational data 2022 to 2026.
- 3 daysFastest first qualified meeting on an ORRJO engagement, from kick-off to booked meeting.Basis: ORRJO delivery record.
Full benchmarks and methodology: State of B2B Outbound 2026 →
Field reports
Shorter pieces from inside ORRJO's day-to-day work. Reply rates, attendance patterns, cost-per-meeting reads, and the messaging changes that moved the numbers.
For benchmark figures gathered by topic, read B2B lead generation statistics for 2026 and B2B webinar benchmarks for registration, attendance and meetings.
Read the blog →How does ORRJO calculate its numbers?
12,500+ meetings booked is the cumulative count of meetings booked through ORRJO outbound programmes from 2022 to Q1 2026. 90%+ meeting attendance is meetings held divided by meetings booked across rolling 90-day windows, and £300M+ pipeline generated is the value of opportunities that progressed past first qualification stage in the client's CRM: pipeline created, not revenue closed.
The ORRJO methodology page explains how each operational claim is calculated, with the sample, definition, and limits behind it. It also sets out the research method behind ORRJO Intelligence: halt rules, a validation layer, three confidence tiers (High, Moderate, Lower), a pre delivery accuracy audit, and an ORRJO analyst’s check and sign-off on every report.
Read the methodology →Where do ORRJO's benchmarks come from?
The State of B2B Outbound 2026 draws on three categories of data: ORRJO operational data from 2022 to 2026, public industry benchmarks from 2024 to 2026, and practitioner sentiment. It is a benchmarking report, not a survey. ORRJO's data is a sample of the agency's own engagements and is not representative of B2B outbound as a whole.
- Bridge Group SDR Metrics 2024 for B2B SDR benchmarks.
- Pavilion 2024 for opportunity to closed-won rates.
- Martal 2026 and SaaSConsult 2026 for cold email reply rates.
- Validity 2025 for sender reputation.
- ORRJO programme data for meetings, pipeline, and attendance.
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