B2B SaaS Marketing Budget Template
Marketing budget template optimized for B2B SaaS companies. Focused on demand generation, content marketing, and account-based marketing strategies.
Pipeline generation activities
| Channel | Budget % | Annual Amount | Focus Area |
|---|---|---|---|
| Google Ads - Enterprise Keywords | 8% | $28,800 | Pipeline generation |
| Google Ads - Product Keywords | 4% | $14,400 | Product discovery |
| LinkedIn - Sponsored Content | 6% | $21,600 | Thought leadership |
| LinkedIn - InMail Campaigns | 4% | $14,400 | Direct outreach |
| G2 Premium Listing | 7% | $25,200 | Review platform |
| Capterra PPC | 6% | $21,600 | Review platform |
Budget Rationale
This marketing budget is sized at approximately 3-4% of expected annual revenue. We're focusing on customer acquisition through targeted demand generation and content creation.
| Company Size | 25th Percentile | Median | 75th Percentile |
|---|---|---|---|
| $1M - $5M | 7% | 15% | 30% |
| $5M - $20M | 8% | 11% | 20% |
| $20M - $50M | 5% | 7% | 12% |
| $50M - $100M | 6% | 9% | 14% |
| $100M - $250M | 2% | 7% | 14% |
| > $250M | 2% | 4% | 8% |
* Data represents marketing budget as a percentage of annual revenue across different company sizes (2025)
* 25th and 75th percentiles show the range in which middle 50% of companies operate
| Company Size | Demand Gen | Events | Content | Comms | Product Mktg | Channel Mktg | Mktg Ops | Business Dev | Other |
|---|---|---|---|---|---|---|---|---|---|
| < $5M | 30% | 22% | 13% | 4% | 4% | 4% | 8% | 12% | 3% |
| $5M - $20M | 35% | 26% | 12% | 2% | 6% | 4% | 4% | 7% | 3% |
| $20M - $50M | 34% | 31% | 10% | 5% | 5% | 2% | 5% | 6% | 1% |
| $50M - $100M | 38% | 22% | 11% | 6% | 9% | 5% | 4% | 4% | 1% |
| $100M - $250M | 30% | 21% | 14% | 5% | 6% | 7% | 7% | 4% | 7% |
| > $250M | 29% | 29% | 9% | 7% | 6% | 5% | 7% | 3% | 4% |
* Data shows median percentages of total marketing budget allocated to different functions
* Values represent typical allocation patterns observed across surveyed companies
- Marketing Automation: HubSpot Marketing Enterprise
- Sales Engagement: Outreach Team
- Data Enrichment: Clearbit Enterprise
- ABM Platform: 6sense Basic
- Conversion: Chili Piper Concierge
- CAC: Target: $12K-18K for enterprise
- Sales Cycle: Enterprise: 90 days, Mid-market: 45 days
- MQL to SQL: Target: >20% conversion rate
- Web Converting: Demo requests: >2%
- ROI: Channel ROAS target: 3:1
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