The Product Benchmarks Every B2B Technology Company Should Know

In an economic landscape clouded by uncertainty, B2B technology is a bright spot.

With demand strong for cloud, cybersecurity, and other apps and platforms so integral to how we do business today, the sector is set to soar. In fact, one report predicts the category will see growth rates this year of more than 10%.

And here’s the thing: With the right strategies, your organization can do even better. In this post, we share exclusive data and takeaways from our 2025 Product Benchmark Report, including where B2B teams stand today, how top performers win, and what to do next.

What the numbers say: B2B technology product benchmarks

Acquisition, activation, engagement, and retention rates for the B2B technology industry’s 50th, 75th, and 90th percentiles.

The difference between the product benchmarks for median and top B2B products is stark. Want a for instance? Compare their monthly acquisition rates: 0.3% to 9%, respectively. That means the top performing products added new customers 30 times faster than their median counterparts. And that speed adds up: Top B2B products saw an annual acquisition rate of a whopping 181%.

But adding new users will only take you so far. Our analysis of companies across all industries found that the leaky bucket problem is real. In fact, there was no relationship between products in the top quartile for adding users and those in the top quartile for retention. That means solely focusing on the top of the funnel won’t guarantee you repeat customers.

A better bet? Focus on delivering value, ideally within the first week. We found that 69% of products with strong early activation were also strong three-month retention performers, demonstrating that speed and first impressions matter.

And that difference compounds. For example, at three months, the top B2B products retain 15.6% of their customers while median B2B products retain 2.5%—a more than 6x difference.

Early activation leads to strong retention

The real challenge for most products, regardless of industry, isn’t attracting users; it’s keeping them around long-term. A seamless customer experience that quickly gets users to that first aha moment is key. Indeed, if your users come back after one week, there’s a good chance they’ll still be around months later.

This chart illustrates how activation (left) relates to retention (right). The thick blue bar at the top shows that users in the top quartile of activation are also in the top quartile of retention. The thick pink bar at the bottom shows that the opposite is true. This suggests a strong correlation between activation and retention.

3 strategies to perform like the best B2B tech companies

So by now you know how important early activation is to long-term retention. How do you go about boosting it? Borrow these winning strategies from top B2B tech companies.

1. Turn to product-led growth (PLG)

Use PLG tactics to surface key value moments early and guide users through onboarding flows. Factor in product usage signals—usage spikes, advanced feature usage, or user behavior changes—to drive expansion. Even if you’re not fully product-led, you can start by making user journeys more self-serve.

Do it in Amplitude: Use funnels and journeys to help you identify friction and drop-off points so you can improve the customer journey and show your users value more quickly.

2. Scale and activate data

Make it easy for teams to experiment with ways to improve and personalize product experiences, such as onboarding and checkout flows. Enable them to quickly turn behavioral insights into hypotheses, put those hypotheses to the test, and act on their findings.

Do it in Amplitude: Use Amplitude Feature Experimentation to test and optimize early user touchpoints, then analyze the results in Amplitude Analytics to see the impact on downstream retention.

3. Act on your insights

Use the behavioral data that analytics provides to better understand your customers, then act on those insights. Help your users find value by creating in-product experiences that guide them through onboarding, resolve friction, and drive feature adoption.

Do it in Amplitude: Use Guides and Surveys to act on trends and hypotheses with personalized customer experiences, such as in-app guides to nudge users along when they get stuck.

Put your product on the path to growth with benchmark insights

In today’s marketplace, there is tremendous upside for B2B technology companies—especially if they adopt the right strategies. A focus on activation, in particular, can help catapult them into the top percentile of organizations.

Product Benchmark Report

Discover what else our Product Benchmark Report reveals about the way the best-performing companies win and the lessons you can apply at your own organization.

Read the report