The state of SaaS incentive marketing in 2026
This visual summary of original survey data explores how B2B marketing teams are using incentives to drive pipeline and how to overcome top program challenges.
Incentive program trends and benchmarks for B2B
Most B2B tech companies run incentive programs. But as budgets grow and programs expand, teams are finding their processes and tooling don't always keep pace.
This visual summary puts numbers to the trends, with insights on spend, operational readiness, and global capabilities that you can use to optimize your programs in 2026.
What you’ll learn
How teams measure incentive ROI and which metrics most are missing.
The operational bottlenecks that keep programs from scaling
What it takes to send incentives internationally across different org sizes.
What the data shows
60%
run referral programs, the most popular incentive use case
47%
cite manual admin and automation as top challenges
40%
say taxes and compliance are their biggest global hurdles