Belgium's SaaS sector is expected to see a moderate increase in customer acquisition costs, driven by intensified competition and higher marketing efficiency. Companies are investing more in targeted campaigns, which is reflected in the rising CAC figure of €1,200 in 2026. Despite higher costs, the average deal size of €15,000 indicates strong market demand for sophisticated software solutions.
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Belgian SaaS providers are focusing on reducing churn and increasing lifetime value, with an estimated churn rate of 5%. The strategic emphasis on customer retention and value maximization is critical as acquisition costs continue to climb. The digital marketing spend per lead of €200 suggests a more optimized approach, leveraging data analytics and automation to improve ROI.
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