A Practical Guide for B2B Budget Planning
One of the most common questions we get from clients—especially in sectors like tech, SaaS, construction, and agri—is:
“What percentage of our revenue should go into marketing?”
The short answer? It depends.
The long answer? Let’s take a look at benchmarks, strategy, and the smarter planning you need to get it right.
Industry Benchmarks: Where Do You Fit?
There’s no universal rule, but most B2B businesses spend between 5–10% of annual revenue on marketing. Here’s how that breaks down by industry:
- Tech & SaaS: 8–12%
High-growth businesses in competitive markets typically need higher spend to stay visible, grow pipeline, and scale.
- Construction & Manufacturing: 3–6%
A traditionally conservative space, but more businesses are realising the value of brand presence, digital lead gen, and smart tender marketing.
- Agri & Primary Industries: 2–5%
Marketing spend is increasing in this sector, particularly as businesses modernise, reach new markets, or pivot to direct-to-consumer.
These are useful guides—but the key is to tie spend to outcomes.
“Marketing budgets aren’t about ticking a box—they should reflect where you want your business to go,” says Rachael Hedges, Managing Director of Versed. “And they should be backed by a strategy that gives every dollar direction and purpose.”
How to Set a Smarter Marketing Budget ?
Instead of starting with a number, start with clarity:
- What are your business goals this year?
Growing market share? Launching a new product? Preparing for investment? These will shape your strategy—and your budget. - What stage is your brand at?
Newer brands often need to invest more in building awareness, brand assets, and content. More established brands may focus on optimisation or entering new markets. - What internal resources do you have?
In-house marketing team? Sales-heavy culture? No marketing function at all? Your capabilities will influence whether you need external support, tech, or training. - What does success look like?
It’s not always revenue. Marketing success could be greater brand trust, stakeholder influence, partnership value, or building internal capability.
“We’ve had clients come to us wanting to drive more leads, but what they really needed was a strategy and internal alignment first,” adds Daniel Hedges, Strategic Advisor at Versed. “Once that’s clear, the rest becomes much more efficient- and effective.”
What to Include in Your Budget?
A strong B2B marketing budget should be more than just digital ads or social media. It should consider:
- Marketing strategy and planning
- Digital campaigns (Google, LinkedIn, Meta etc.)
- Social media and content creation
- Website updates and optimisation
- Marketing automation tools (e.g. HubSpot)
- Stakeholder and partner communications
- PR and media opportunities
- Design, video, and creative assets
- Industry events or sponsorships
If your budget only covers a few of these, you may be missing key opportunities—or failing to support execution at the level your strategy demands.
Budget with Confidence
Your marketing budget shouldn’t be based on guesswork. It should be a reflection of your business priorities, your growth ambitions, and your operational reality.
Whether you’re planning for the quarter, the year, or a product launch, the right investment, supported by the right strategy can unlock real results.
Need help deciding what to prioritise?
We help businesses across industries get clear on what matters most, and build a marketing plan (and budget) that delivers.
Let’s chat about your goals. Book a discovery session today.
