What is a good NPS score for B2B companies?

Data-backed insights from 939 B2B companies (Q1-Q3 2025)

TL;DR

B2B average NPS: 30-40. Rating tiers: Excellent 50+, Good 30-49, Fair 10-29, Poor <10. B2B SaaS typically 5-10 points higher than traditional B2B. Enterprise customers score 8-12 points lower than SMB due to complexity. Source: Optifai Sales Ops Benchmark 2025 (N=939 companies, Q1-Q3 2025)

Related Resources

B2B SaaS Churn RateRemote Sales Closing RateMethodology

Key Findings

B2B Average
30-40
Industry standard NPS
B2B SaaS
40-50
Higher satisfaction
Excellent
50+
World-class NPS

NPS Rating Tiers

Excellent

World-class customer satisfaction, strong advocacy

50+
Good

Solid customer satisfaction, room for improvement

30-49
Fair

Average satisfaction, needs improvement

10-29
Poor

Customer dissatisfaction, urgent action required

<10

Key Insights

  • Industry variance: B2B SaaS averages 40-50 NPS due to product stickiness and continuous value delivery. Traditional B2B (manufacturing, services) averages 30-40.
  • Customer segment impact: SMB customers score 8-12 points higher than Enterprise due to simpler implementations, faster time-to-value, and fewer stakeholders.
  • NPS vs. Churn correlation: NPS 50+ companies show <1% monthly churn. NPS <20 companies see 5%+ monthly churn. Every 10-point NPS increase = 1-2% churn reduction.
  • Improvement drivers: Proactive customer success (quarterly business reviews), fast support response (<2 hours), and regular product updates drive +15-20 NPS points.

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