Customer Acquisition Cost (CAC) is a critical element used to evaluate the financial health of B2B SaaS companies, particularly when combined with customer lifetime value to determine the company’s LTV-to-CAC-ratio. CAC can be calculated using the following formula.
In order to create the tables below, our researchers compiled over a decade’s worth of client data from the B2B SaaS companies we’ve worked with between 2019 and 2024. Our specialists then categorized the data according to company size (small business, middle market, and enterprise) and B2B SaaS industry.
The data in the table below averages CAC data from various marketing channels. To better understand the differences in CAC resulting from different marketing channels, see our report on CAC by channel.
Average B2B SaaS CAC by Industry and Customer Size
| B2B SaaS Subindustry | Small Business | Middle Market | Enterprise |
| Agtech | $634 | $1,830 | $6,951 |
| Adtech | $576 | $2,236 | $8,582 |
| Automotive | $428 | $2,662 | $6,420 |
| Aviation & Defense | $525 | $3,571 | $8,009 |
| Building Management & IoT | $618 | $2,148 | $7,341 |
| Business Services | $590 | $4,470 | $7,297 |
| Chemical & Pharmaceutical | $849 | $3,607 | $6,033 |
| Cleantech | $710 | $2,373 | $7,363 |
| Construction | $638 | $4,420 | $7,962 |
| Design | $683 | $1,551 | $5,874 |
| eCommerce | $299 | $1,407 | $2,206 |
| Education | $849 | $2,846 | $6,682 |
| Entertainment | $517 | $2,895 | $5,227 |
| Engineering | $555 | $2,416 | $5,910 |
| Fintech | $1,461 | $4,923 | $14,774 |
| Hospitality | $943 | $3,738 | $9,449 |
| Industrial | $573 | $3,639 | $7,296 |
| Insurance | $1,310 | $4,477 | $11,251 |
| Legaltech | $321 | $2,652 | $6,477 |
| Oil & Gas | $396 | $3,410 | $7,886 |
| Medtech | $948 | $4,357 | $11,044 |
| Project Management | $933 | $2,958 | $7,444 |
| Proptech | $543 | $3,024 | $8,699 |
| Retail | $304 | $3,010 | $9,045 |
| Security | $833 | $5,330 | $10,226 |
| Staffing & HR | $440 | $1,912 | $6,793 |
| Telecommunications | $708 | $5,278 | $10,983 |
| Transportation & Logistics | $503 | $3,936 | $8,023 |
Further Reading & Next Steps
If you’d like to learn more about B2B SaaS customer acquisition, see our other articles:
- B2B SaaS Marketing Budget: Breakdown & Examples
- Average CAC for SaaS Businesses, by Industry & Customer Type
- Average Customer Acquisition Cost (CAC) By Industry: B2B Edition
- B2B SaaS Funnel Conversion Benchmarks
- SaaS Free Trial Conversion Rate Benchmarks
- SaaS Customer Acquisition Strategy: 2024 Guide
- B2B SaaS Marketing KPIs: Behind the Numbers
- SaaS Benchmarks: 2024 Report
- CAC by Channel – 2024 Benchmarks
- The SaaS LTV to CAC Ratio
If you are interested in downloading this data as a PDF, contact us here.
If you would like to learn more about marketing strategies to lower your CAC, our teams specialize in providing low-CAC, SEO-based marketing campaigns for B2B SaaS companies. Reach out to discuss a partnership here.
