Research Report
The State of B2B Pipeline. 2026 Edition.
Data from 10,000+ meetings, 50+ clients, and 15 countries. What's working, what's not, and where B2B pipeline is heading.
Key Findings
The headline numbers.
Four data points that should change how you think about B2B pipeline in 2026.
Meeting attendance when demand gen runs before outbound. The industry average for cold outbound alone is under 60%.
Average cold email reply rate across all campaigns. Top performers hit 5.5%. The difference is ICP clarity and messaging, not volume.
Of buyers complete their evaluation before talking to a vendor. If your brand is not part of that evaluation, you are starting every conversation behind.
Higher response rates for companies that run brand + demand + outbound together. The system compounds. Individual channels do not.
What's Inside
40 pages of real pipeline data.
Not a survey. Not a vendor report. Real data from campaigns we have run for 50+ B2B companies across 15 countries.
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FAQ
Questions about the report.
Real campaign data from 10,000+ meetings booked, 50+ B2B clients, across 15 countries. This is not survey data or third-party research. It comes directly from campaigns ORRJO has run.
Yes. We ask for your name, email, and company so we can send it to you. That is it. No sales call unless you want one.
B2B revenue leaders, marketing directors, founders, and anyone responsible for pipeline. If you make decisions about how your company generates demand, this report is for you.
The report covers data from January 2024 through March 2026, with the majority of insights drawn from campaigns run in 2025 and early 2026.
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The data is clear. The playbook has changed.
If you are still running outbound the way you did in 2023, you are leaving pipeline on the table. Download the report and see what the data says.
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