Outbound benchmarks and research

Almost every outbound benchmark you will find online is either a vendor survey, an aggregate of other people's aggregates, or a number somebody made up in 2019 that has been recycled since. These pages are neither. Every figure comes from campaigns run for real clients, measured to the point a meeting was accepted in their calendar.

We publish the method alongside the numbers so you can judge them, including the tests where the result went against what we expected and the ones where a lift in replies produced no extra meetings at all.

Every test compares two variants of a single element against an otherwise identical sequence, with prospects split at random inside each client account so that industry, geography, seniority and company size are held constant on both sides. No test was called below 2,000 prospects per arm, because outbound is noisy at low volume and smaller samples move around too much to act on. We report reply rate and meeting rate together rather than reply rate alone, since several variants lifted replies while producing no additional meetings, and those were not rolled out to clients.

Figures cover 2018 to 2026 across SMB, mid-market and enterprise programmes in nine regions. Where a finding only holds for a particular segment, we say so on the page rather than averaging it away.