Definition
The percentage of contacted prospects who book a meeting, the metric outbound teams actually optimize for, since replies alone don't fill a pipeline.
A campaign can have a strong response rate and a weak meeting-booked rate if the ask is vague or the follow-through is slow, which is why the two are tracked separately rather than as one combined number. A healthy meeting-booked rate for cold outreach is typically in the 4-8% range, though it varies by ICP, offer, and channel.
Where this comes from
Read: The 2026 B2B Outbound Benchmark Report