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B2B SaaS Customer Acquisition Cost: 2024 Report

Reports
Average B2b Saas Cac By Industry And Customer Size

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.

Cac Equation 2 1 1024x152 (1)

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 SubindustrySmall BusinessMiddle MarketEnterprise 
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:

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.

Evan Bailyn

Evan Bailyn is a best-selling author and award-winning speaker on the subjects of SEO and thought leadership. Contact Evan here.