B2B Marketing Budget Planning Tool


Learn how to plan a better marketing budget and strategy

This B2B marketing budget planning tool uses Forrester top performer B2B budget allocation benchmarks presented by the terrific Lori Wizdo at Elevate2012 as a starting point for building marketing and marketing programs budgets and then lets you adjust your spending based on your priorities. Please complete the form on the right so we can email a working copy of our B2B marketing budget planning tool and visit our B2B Lead Generation Marketing Services page for more information about how we can help.

What key marketing budget statistics are common among businesses

2013 B2B marketing budget planning tool Forrester chart: Key planning statistics from Lori’s top performer benchmarks include: B2B marketing budgets as a percentage of total gross revenues remain steady at 2% (see MarketingSherpa data below)


  • 20% of marketing budgets are allocated to marketing operations
  • 32% of marketing program budgets are allocated to awareness, lead generation and nurturing
  • More than 30% of tactical budgets are spent on digital channels

Marketing budget percentage benchmarks

MarketingSherpa Chart: B2B Marketing Budgets as a percentage of gross revenue, b2b companies with fewer than 100 employess, b2b companies with 100 to 1000 employess, b2b companies with more than 1000 employees, MarketingSherpa B2B Marketing Benchmark studyLori’s data should be balanced by MarketingSherpa benchmarks showing higher  percentages of total revenue numbers especially for smaller B2B companies. Ranging from 11% for B2B companies with fewer than 100 employees to 6% for firms with more than 1000 employees.



We would love your feedback on how to improve this 2013 B2B marketing budget planning tool so please contact us if you have any questions or comments.

Next Steps:

Are you interested in improving your pipeline marketing? Request a proposal and let Brainrider optimize your your sales-ready lead qualification process.