Research Lab / SaaS marketing benchmarks
Start with the number. Then inspect the definition.
The current median marketing spend for private B2B SaaS is 8% of ARR. It is a useful starting point, not a budget verdict.
Compare metrics without losing their context.
Every row keeps its metric definition, source population, statistic type, denominator, and caveat. Filters change the view, not the underlying evidence.
| Metric | Segment | Observed value | Definition and statistic | Source and fit | |
|---|---|---|---|---|---|
| Companies declining year over year | Maxio customer population | 35% | Share of companies reported as declining year over year. | share | Maxio |
| Expansion contribution to new ARR | Private B2B SaaS overall | 40% | Share of total new ARR attributed to expansion from existing customers. | share | Benchmarkit |
| Expected ARR growth | Private SaaS survey respondents | 20% | Expected ARR growth reported for 2025, up from 15% in 2024. | expected | KeyBanc Capital Markets and Sapphire Ventures |
| Flat or negative growth | Private B2B SaaS overall | 6.9% | Share of respondents reporting flat or negative growth. | share | SaaS Capital |
| Annual growth | Maxio customer population | 18% | Average growth reported across the source population. | average | Maxio |
| Annual growth | Bootstrapped | 23% | Median annual growth reported for bootstrapped respondents in the 2025 growth study. | median | SaaS Capital |
| Annual growth | Bootstrapped | 20% | Median annual growth reported for bootstrapped respondents. | median | SaaS Capital |
| Annual growth | Equity backed | 25% | Median annual growth reported for equity-backed respondents in the 2025 growth study. | median | SaaS Capital |
| Annual growth | Equity backed | 25% | Median annual growth reported for equity-backed respondents. | median | SaaS Capital |
| Annual growth | Private B2B SaaS overall | 26% | Median 2024 growth reported in the 2025 benchmark study. | median | Benchmarkit |
| Annual growth | Private B2B SaaS overall | 25% | Median annual growth reported across private B2B SaaS respondents. | median | SaaS Capital |
| Marketing spend | $3 million to $5 million ARR | 8% | Median annual marketing expense for the reported $3 million to $5 million ARR cohort. | median | SaaS Capital |
| Marketing spend | Private B2B SaaS overall | 8% | Median annual marketing expense reported as a percentage of ARR. | median | SaaS Capital |
| Profitable or near breakeven | Bootstrapped | 83% | Share of bootstrapped respondents reported as profitable or within two percentage points of breakeven. | share | SaaS Capital |
| Profitable or near breakeven | Equity backed | 52% | Share of equity-backed respondents reported as profitable or within two percentage points of breakeven. | share | SaaS Capital |
| New Customer CAC Ratio | Private B2B SaaS overall | 2.00× | Sales and marketing expense required for each dollar of new-customer ARR. | median | Benchmarkit |
| Growth associated with a higher NRR band | 90% to 100% NRR compared with 100% to 110% NRR | 5 percentage points | Reported growth difference associated with moving into the specified higher NRR band. | association | SaaS Capital |
| Net revenue retention | Private B2B SaaS overall | 101% | Median net revenue retention reported by the source. | median | Benchmarkit |
| Sales and marketing expense | PE backed | 33% | Median combined sales and marketing expense for PE-backed companies as a percentage of revenue. | median | Benchmarkit |
| Sales and marketing expense | VC backed | 47% | Median combined sales and marketing expense for VC-backed companies as a percentage of revenue. | median | Benchmarkit |
| Selling cost | $3 million to $5 million ARR | 12% | Median annual selling cost for the reported $3 million to $5 million ARR cohort. | median | SaaS Capital |
| Selling cost | Private B2B SaaS overall | 15% | Median annual selling cost reported as a percentage of ARR. | median | SaaS Capital |
Evidence first. Caveats attached.
These benchmarks describe observed populations. They do not prove causation, produce a company forecast, or replace a budget model built from retention, conversion, sales capacity, ACV, and cash constraints.