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.

B2B Marketing Budget Planning Tool Key Statistics

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

2013 B2B marketing budget planning tool Forrester chart:

Lori’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.

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 study


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.


  1. Does this tool include marketing staff costs? For example FTE for product marketing managers? Editors, PR team? Is that all under marketing operations?

    1. Thanks for your question Amy. These are survey-based numbers which are always dependant on how respondents anwser but the quick answer is not in the Forrester definition of MarketingOps.

    1. It’s less about a target number, and more about spending as long as you’re getting positive ROI. When you factor in all costs (not just the bill from Google or Bing), are you still net positive in the results you’re generating? In order to calculate that, you’ll need to know the value of a new site visitor, the value of a new lead, and hopefully be able to track revenue attributed to leads who were acquired via SEM.

      There are so many B2B acquisition tactics these days. You can’t make any smart budgeting decisions until you are consistently measuring the results generated by each.