Launch Secrets: Analysis of 421 Successful Launches That Drove 100,000+ Inbound Leads

We analyzed 421 successful launches from over 100 B2B software companies to understand why some launches generate thousands of inbound demos while others go unnoticed.We looked at Default customers to identify patterns among successful launches, categorizing what they launched, their results, and whether success came from a proven formula or luck.

Methodology:

Defining a “launch”

We classify a “successful launch” as any event responsible for increasing weekly inbound leads by at least 130% above a company’s average volume.
Sample size & criteria

Our analysis covers 421 such “launch” events from 100+ B2B software companies using Default. All data is from the 2024 calendar year. This gave us a broad yet uniform dataset across a range of ARR levels ($500K–$50M).

PART I: Launch Benchmarks

How many launches lead to an influx of inbound?

• 93% of launches generated a 150% spike in inbound leads
• 63% of launches generated a 200% spike in inbound leads
• 33% of launches generated a 300%+ spike in inbound leads

In other words, nearly all successful launches produced a 1.5x increase in inbound leads. While 63% reached a 2x spike, only 33% soared above 3x. If your goal is to increase immediate pipeline following a launch, a good benchmark to use is double the current weekly inbound volume.

Key Insight: Only one-in-third of launches deliver a huge lift in inbound leads.

Luck or proven formula?

• 50% of teams that had a “3x” launch managed to do that more than 1 time
• 90% of teams that had a “2x” launch managed to do that more than 6 times

Although we’re still pinpointing the exact launch formula, our data shows a clear pattern: 3x teams often replicate their success, and 2x teams do so even more frequently. This indicates that execution strategy—timing, messaging, distribution channels—plays a major role in consistently achieving above-average launches.Want the inside scoop? We’re compiling a playbook from the highest-performing teams. Sign up to be the first to get a successful launch formula based on 400+ launches.

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PART II: Types of Launches That Drive Results

What are the best-performing launches?

• Marketing launch (33%) – Typically involves new campaigns, brand refreshes, or seasonal marketing activity.
• Fundraising announcement (27%) – Often accompanied by social media and press coverage with strong amplification from investors/existing network.
• Viral one-off event (20%) – Mostly triggered by a social media post, a mention by an influencer, or an unexpected brand collaboration.
• Product launch (13%) - A new campaign that revolves around a product refresh or significant feature launch.
• Event launch (7%) - Typically an in-person event or conference that puts a company in front of customers (particularly valuable for non-startup audiences).

Marketing launches were the biggest driver of inbound leads, followed closely by fundraising announcements and very unpredictable viral one-off events. Surprisingly, product launches were responsible for only 13% of inbound lead spikes. Events came in last, responsible for 7% of successful launches.Key Insight: A fundraising launch can be the most efficient way to generate a ton of inbound volume. Most fundraising announcements we're somewhat simple.

PART III: Launch Timelines

How long does an influx of inbound leads last after a launch?

• Average 1.5x influx lasted about a week
• Average 2x influx lasted about 3 weeks
• Average 3x influx lasted about 2 weeks

Launches that brought in a 2x influx of leads lasted the longest at three weeks, while smaller launches (1.5x) lasted just one week on average. Surprisingly, the most successful launches typically maintained momentum for around two weeks.The data indicates that launches generating a 200% increase in leads often result in higher total lead volume and highe lead quality than the most successful launches, due to their extended post-launch momentum and nature of the campaign.Key Insight: A steady 2x spike can outpace a short, intense 3x burst in total lead count**.**

What's the best & worst time for a launch?

• Best week: week 42 - 109% of average inbound leads
• Worst week: week 52 - 11% of average inbound leads

While this finding is more anecdotal than statistically significant, week 42 showed peak inbound activity—reaching 109% of average volume. By comparison, week 52 saw inbound leads plummet to just 11% of the average, most likely due to the holiday season.Key Insight: Fall (around Week 42) may be a sweet spot for B2B buyers, whereas end-of-year holidays dampen engagement.

PART IV: Conclusion

From 400+ successful launches, a great marketing campaign can triple inbound leads. But without Default, new leads can overwhelm scheduling, routing, and qualification — leaving you with a ton of leads but no pipeline. Here are a few stories from Default customers:

• Bland.ai was able to try to capture over $1M in additional pipeline through Default.
• Unify generated over 500+ inbound demos with Default when they announced their series A.

See why 100+ B2B software companies got Default to revamp their inbound and capture more pipeline from a successful launch. Schedule a demo below.Sign up to be the first to get a successful launch formula based on 400+ launches that drove over 100k inbound leads.