Healthy B2B benchmarks: cold volume 4–8% reply, signal-triggered 12–25%, re-engagement 6–12%. Positive-reply share should be 30–50% of replies. Below these, diagnose targeting first, message second.
The core metrics
Reply rate (replies/delivered), positive-reply rate (positive/delivered), meeting rate (meetings/delivered), and opt-out rate (keep under 0.5%). Open rate is directional only — prefetching inflates it.
Benchmarks by motion
- Cold ICP volume — 4–8% reply, 1.5–3% positive.
- Signal-triggered — 12–25% reply, 5–10% positive.
- High-touch ABM — 15–30% reply on engaged accounts.
- Re-engagement — 6–12% reply.
Diagnosis order
Underperforming? Check in order: audience (are these really ICP + reachable?), deliverability (inbox placement test), opener quality (sample 20 sends), then cadence structure. Nine times out of ten it's the first two.
Where to see them
Sequences → [sequence] → Report shows your numbers against the benchmark band for that sequence's motion type. Bands update quarterly from anonymized platform-wide data.
