Skip to main content

As the president of Strategic Vantage, one of the most pressing questions I regularly get is, “How much should we spend on marketing?”

It’s a critical question, after all. Getting it right means setting a path for success, while getting it wrong could mean watching the competition race ahead. So, let’s dive into some benchmarks that ensure you’re not left behind.

First, it’s important to state that determining the ideal marketing budget is more art than science. But there are industry standards that can serve as your North Star.

Percentage of Revenue

The U.S. Small Business Administration suggests allocating about 7 to 8% of your gross revenue to marketing if your annual sales are under $5 million and your net profit margin is between 10% to 12%. This is a solid starting point for many businesses.

B2B Specific Benchmarks

In the B2B realm, including companies in the mortgage sector, Gartner’s 2020 CMO Spend Survey notes that the average company spent 11% of its revenue on marketing. Research from Deloitte and the American Marketing Association echo this, finding that B2B product companies spend 10.9% and B2B service companies a touch lower at 10.1%.

PR and Social Media

When slicing the marketing budget pie for public relations and social media, the investment will vary based on your objectives. However, HubSpot’s insights suggest dedicating 4-6 hours per week to bolster traffic via social media.

For New Investments in Marketing

For those just beginning to fuel their marketing engine or playing catch-up, we recommend a more aggressive stance—allocating up to 15-20% of your revenue toward marketing. From my experience, this is a calculated move that enables you to gain ground quickly and make your presence known.

At Strategic Vantage, our purpose is to guide our clients not just to compete, but to lead. The key is to remember that investing in marketing—much like investing in sales—is critical for your company’s growth. And with the new year approaching, it’s a great time to align your 2024 marketing budget with your aspirations, charting a course for a future where your brand doesn’t just participate but dominates.

If you’d like to discuss your marketing budget, or how to get the most out of it, feel free to reach me at

By Rosalie Berg