Driving profitable growth starts with knowing where your acquisition funnel outperforms or lags industry norms. Alongside A/B testing against your own historical baseline, external channel benchmarks help you spot overpriced channels and underfunded winners.

Customer Acquisition Cost by Channel Chart

6 Essential B2B Marketing Benchmark Datasets

  1. Customer Acquisition Cost (CAC) by Channel & Industry from First Page Sage (creator of the table above).
  2. B2B Cost Per Lead (CPL) by Channel & Campaign Type from Sopro.
  3. Google Ads Conversion Rate & CPC Benchmarks from WordStream.
  4. Email Marketing Open & Click Benchmarks by Industry from Campaign Monitor.
  5. B2B Marketing Budget Allocation Report (PDF) from LinkedIn B2B Institute.
  6. Sales & Marketing Spend Benchmarks for Bootstrapped and Equity-Backed SaaS from SaaS Capital.

How Operators Interpret CPL and CAC

Never evaluate Cost Per Lead (CPL) in a vacuum. A cheap lead that never closes wastes SDR capacity, while a higher-CPL channel that produces fast-closing, high-LTV enterprise deals can have the best payback period in your portfolio. Always pair channel CPL with SQL conversion rate, CAC payback period, LTV:CAC ratio, and multi-touch CRM attribution.

Also compare these third-party numbers against REVgtm’s Anonymized GTM Benchmark Notes and Client Case Studies, and see the companion post on B2B SaaS Sales Benchmarks.

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