What is a good B2B NPS score?

Net Promoter Score (NPS) runs from -100 to +100, and for most B2B companies anything above 30 is solid, above 50 is strong, and above 70 is exceptional. But a single “good” number is misleading, because NPS varies widely by industry, contract type, and how you survey. The honest answer to “what’s a good B2B NPS?” is: better than your last one, and above your industry’s median.

Why B2B benchmarks differ from B2C

B2B NPS tends to behave differently from consumer NPS. Deal sizes are larger, relationships are longer, and a single detractor can represent a major account rather than one lost sale. That means B2B scores are often based on smaller response volumes, so they swing more, and a low score carries more revenue risk. Benchmarks are useful for orientation, but the composition of who is scoring you matters as much as the number.

How to read a benchmark responsibly

Treat a benchmark as a floor, not a target. Compare like with like — your industry, your customer segment, your survey method (relationship vs. transactional NPS produce different numbers). And watch the trend over time on your own data, because your own trajectory is a more reliable signal than a cross-industry average pulled from a different methodology.

From score to retention

NPS earns its keep when it drives action, not when it decorates a slide. The follow-up question — why did you give that score — is where the value is: it surfaces the delivery, product, or support issues that predict churn. In a professional services or customer success context, feeding those signals into how you manage accounts is what turns a survey into retained revenue.

That’s the connection between measuring sentiment and protecting it — and it’s why customer health and success metrics live best alongside the delivery data that explains them.