2026 B2B benchmarks: Depth, durability, and the new performance gap
Blog post from Mixpanel
The 2026 State of Digital Analytics report highlights significant growth in the B2B software sector, analyzing 577 billion events across 3.8 billion devices, but emphasizes that scale is not the sole indicator of success. The report identifies a structural shift in competitive advantages for B2B products, with a focus on deep embedding into workflows, rapid value delivery, and habit formation driving stronger engagement and retention. Regional variations in growth and engagement metrics reveal that the Asia-Pacific region leads in acquisition and retention, while North America shows declining engagement. The report suggests that B2B benchmarks should serve as diagnostic tools rather than mere scorecards, encouraging companies to identify structural levers for competitive advantage. Key insights include the importance of reducing friction in product experiences, fostering engagement depth, and establishing habitual use through engineered workflows and personalized outputs. Retention is linked to organizational integration and reflects how quickly a product becomes embedded in existing systems. Overall, the data suggests that achieving durable growth requires a focus on usage depth, habit loops, and organizational integration, rather than relying solely on growth metrics.
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