Lead Generation for Martech and Marketing Software: Marketers, Sales Teams and Click Rates

For martech (marketing technology software), the Marketing & Communications role is the buyer to size first. From 5 Aug to 3 Nov 2026, 11,173 new subscribers who answered Dupple's quiz chose that role, and 36.7% of them are Founders, C-Suite or Director/VP, against 28.6% of all respondents. The catch is company size: 64.2% of this group picked "Just me" or a 2-10 employee company, so the pool at larger companies is smaller than the raw count suggests. Read the decision-maker share, not the sign-up count, when you size a pilot.

A martech offer can reach this audience through Lead Generation, where the buyer pays per click (CPC, cost per click) or per lead (CPL, cost per lead). The Lead Generation page lists no CPC or CPL price; applicants send their offer, terms and CPC or CPL, and Dupple reviews applications weekly. This page reads the marketing and sales roles and the Marketing & Advertising industry from Dupple's own quiz data, and every table carries its window and sample.

Quick answer

• 11,173 new subscribers chose Marketing & Communications as their role in the 90 days to 3 Nov 2026, which is 8.5% of the 130,965 quiz answers in that window, and 36.7% of them (4,105) are decision-makers.
• Marketers skew to smaller companies: 23.6% work at companies of 51 or more employees, against 28.0% of all respondents, and 822 decision-makers at 51+ companies chose the role.
• Of those 822, 215 (26.2%) use an email domain that is not a consumer mailbox provider. That share is an upper bound for a business address, over the same 90 days.
• Marketing & Advertising industry respondents clicked 7.0% of the offer-card views they saw in the 30 days to 3 Nov 2026 (1,947 clicks from 27,781 views). No any-industry marketing-role click rate exists in our data.

The martech audience in numbers: marketers, sales teams and the marketing industry

Table 1: new subscribers who answered the quiz, 5 Aug to 3 Nov 2026 (90 days), n as shown in the People column. Decision-makers means Founder, C-Suite or Director/VP. The Marketing & Advertising decision-maker share at 51+ is 832 divided by 13,451, derived on this page. Each row is a quiz answer, so a person can sit in two rows. Source: Dupple Offer Network data, read 3 Nov 2026. The full industry and role tables are on the post-signup audience page.

Marketers are more often decision-makers than the average respondent: 36.7% against 28.6% of the 130,965 respondents on the post-signup audience page. Fewer of them, though, work at large companies. Of the 4,105 marketing decision-makers, 822 (20.0%) are at 51+ companies. Across all 37,433 decision-makers, 9,381 (25.1%) are at 51+ companies. Sales & Business Development is the larger-company group: 988 of its 4,859 decision-makers (20.3%) are at 51+ companies, and 26.7% of the role works at 51+ companies. For a software-company view of the same quiz, the B2B SaaS page splits Technology by buyer function, and the industry hub compares the wider industries.

For fixed-price newsletter placements aimed at this audience, see advertising to marketers and martech advertising.

Seniority and company size inside the marketing role

Inside the Marketing & Communications role, Founder is the largest level at 24.0%, followed by Manager (21.4%), Freelancer (18.8%) and Director/VP (10.1%). Freelancers are almost one in five marketing respondents, so a decision-maker share here is a share of job levels the reader chose, not a budget holder that Dupple has confirmed.

Company size inside the role, as a share of its 11,173 respondents, is Just me 40.2%, 2-10 employees 24.0%, 11-50 10.4%, 51-200 9.0%, 1000+ 8.8% and 201-1000 5.8%, with 1.9% not answered. That is the skew behind the table: a martech tool sold to marketers is mostly sold to small teams. Same window, quiz answers from new subscribers.

How the offer reaches the reader

A martech buyer can target by role and job level. If the offer is set to targeted readers only, a reader must match one of your rules to see it, and a reader with an unknown answer never passes a rule built on that question. The offer appears on the offer wall, in the welcome email or in follow-up emails, and a reader who clicks has chosen to look, not asked for a sales call. The lead definition for a pay-per-lead offer is not published, so ask us; the what counts as a lead guide covers the detail.

How a campaign would be targeted

Targeting uses five levers from the live page: Industry (10 options), Job level (8), Role (14), Company size (6) and Country, set at country level with strict mode available. There are also device, the newsletter the reader joined, weekdays only on US Eastern time and email domains to exclude. All the conditions in one rule have to hold for a reader to match it, and a second rule lets the same offer speak to another group (Rule A OR Rule B). The quiz asks about AI tools and spend, but the targeting options do not include an AI, security, fintech, SaaS or HR-software choice.

Two example rules, built only from those options:

• Rule A: Role = Marketing & Communications AND Job level = Manager or Director/VP, with Country = United States, United Kingdom, Canada and Australia, strict mode.
• Rule B: Role = Sales & Business Development AND Company size = 11-50 or 51-200 employees.

What each condition keeps, in the same 90-day window: Manager (21.4%) and Director/VP (10.1%) together make up 31.5% of the 11,173 marketing respondents, derived by adding the two printed shares. For country, the US is 43.2% of marketing respondents whose country is known (83.5% of the role). Our data does not print shares for Canada or Australia in that role, so the four-country supply cannot be sized from it. For Rule B, 11-50 (11.3%) and 51-200 (9.4%) together make up 20.7% of the 11,377 sales respondents.

A newsletter lever points to MarketingShot, Dupple's daily marketing newsletter, which has 35,000+ subscribers on its whole list. The quiz figures on this page cover new subscribers who answered the quiz, so the two numbers are never added together. See the MarketingShot page for the newsletter itself.

What offers fit

The live Lead Generation page leads with broad B2B tech offers that a new subscriber can use right away. Its list then runs through free newsletters, free tools and calculators with email capture, eBooks and guides on AI, marketing and engineering, and trial signups of SaaS (software as a service) products with short time-to-value. The page does not say which of these converts marketers most, and our data does not show it either.

64.2% of marketing-role respondents are solo or at 2-10 employee companies.

For channels beyond newsletters, see how to promote your martech tool.

Click rates for marketing audiences

Each rate below divides clicks by the offer cards shown, counted over 30 days (4 Oct to 3 Nov 2026) on the post-signup wall, in emails and on partner sites. Treat a click as traffic, since Dupple publishes no rate that converts clicks into leads. For comparison, the network total for quiz respondents was 8.0% (22,388 clicks from 279,365 card views).

• Marketing & Advertising industry respondents clicked 7.0% of the offer cards they saw: 1,947 clicks from 27,781 views, from 3,861 people who saw cards. That is below the 8.0% network total.
• Technology respondents who chose Marketing & Communications clicked 8.1% (218 clicks from 2,683 views), but this row is a small sample: n = 461 people. It covers only the Technology industry.
• Technology respondents who chose Sales & Business Development clicked 6.5% (256 clicks from 3,962 views, 574 people).

Role-level click rates exist only for Technology and Finance & Banking respondents, so no any-industry marketing-role click rate exists. As an example target, not a forecast: 100 clicks at the 7.0% Marketing & Advertising rate need 1,429 card views (100 divided by 0.070 is 1,428.6, rounded up). As an outside reference, the Data & Marketing Association (DMA), a UK industry body, puts the 2024 unique email click rate at 2.3%, from seven UK email service providers. The 7.0% Marketing & Advertising rate is higher, but it counts clicks per card view, and we found no independent benchmark for post-signup offers.

The cost-per-lead model shows the arithmetic from a click rate to a cost per lead with your own prices.

Work-email share among marketers

The non-consumer email share counts people whose domain is not one of about 50 consumer mailbox providers. The count is exact, but reading it as business addresses is an upper bound, because some non-consumer domains are personal. Over the same 90 days, 12.6% of all respondents (16,522) are in that group. We found no independent, non-vendor study giving a comparable share for sign-ups.

• Marketing & Communications role: 17.5% of 11,173 respondents, an upper bound.
• Decision-makers at 51+ companies in that role: 215 of 822 (26.2%), an upper bound.
• Marketing & Advertising industry: 15.6% of 13,451 respondents, and 198 of 832 decision-makers at 51+ companies (23.8%), an upper bound.

Our email data has a row for the marketing role but none for the sales role.

For account-based marketing (ABM) in B2B SaaS, see ABM strategy for B2B SaaS in 2026.

Limits

• Quiz answers are self-reported and chosen from fixed options. Country is known for 83.5% of the marketing role, so the US share of 43.2% is a share of that known group, not of all 11,173.
• Click rates cover 30 days and quiz counts cover 90 days. Do not divide one by the other, and do not turn a 90-day count into a monthly figure.
• The rows overlap. A marketer who works in Technology sits in the role row and in the Technology and Marketing row, so do not add rows together.
• The Technology and Marketing click row is a small sample (n = 461), and no any-industry marketing click rate exists.
• A click is not a lead. The data has no intent signal and no breakdown of quiz answers by newsletter, so we cannot say which of the six newsletters brings the most marketers.

Data and sources

• Lead Generation page, read 3 Nov 2026.
• Post-signup audience page, read 3 Nov 2026.
• MarketingShot page, read 3 Nov 2026.
• Dupple Offer Network: post-signup quiz answers and offer-card views and clicks, read 3 Nov 2026 (aggregates only, no individual records).
• Dupple audience and lead data, with methods: methods, limits and CSV files for the post-signup quiz and Offer Network datasets, read 3 Nov 2026.
• Data & Marketing Association (DMA), Email Benchmarking Report 2025, public summary of 2024 data from seven UK email service providers, read 3 Nov 2026.

FAQ

About this page

Dupple sells newsletter advertising, and post-signup lead generation paid per click or per lead. The Dupple team wrote this martech page from Offer Network data and the public Lead Generation page.

How Dupple writes, sources and updates these pages is in its editorial policy.