That’s expensive.
Or is it just not enough to grow?
Often quoted is that B2B companies spend around 7.7% of revenue on marketing. You’ll see it pulled from summaries by Gartner, HubSpot, SaaS Capital and The CMO Survey.
It’s not wrong. It’s just not the full picture.
Because that number gets thrown around like it applies to everyone, when actually it’s made up of businesses in completely different positions. Big brands, established companies, smaller businesses trying to grow, all bundled into one neat average.
And averages don’t build strategy.
What B2B Companies Are Actually Spending
Across the latest 2025–2026 data, most B2B businesses sit somewhere between 7.7% and 9.4% of revenue.
But when you look a bit closer:
- B2B service businesses are closer to 9%
- Product businesses tend to sit around 6.4%
- SaaS companies are usually between 8–13%, often pushing towards 15% when they’re growing properly
- UK SMEs under £10M? Closer to 16.8%
That last one is the bit a lot of people ignore.
Smaller businesses don’t have the brand recognition, the repeat pipeline, or the luxury of being known already. They have to work harder to get seen, trusted, and chosen.
So using 7% as a benchmark for them doesn’t make sense.
What’s Changed in 2026
There’s been a shift, but not in the way people think.
Budgets haven’t suddenly dropped off a cliff. They’ve just become more focused.
The same reports from HubSpot and The CMO Survey show that a lot of businesses are actually increasing spend, just being more deliberate about where it goes.
At the same time, costs are creeping up. Paid ads aren’t getting cheaper, and showing up organically takes consistency, not the odd post when you remember.
So if your budget hasn’t moved, you’re not holding steady. You’re slipping back.
Where the Budget Is Going Now
Most B2B budgets in 2026 look something like this:
- Around 30% into paid media (Google and LinkedIn doing most of the work)
- About 25% into content and SEO
- 15–20% into events and webinars
- And roughly 10% into tools and tech to support it all
Nothing groundbreaking there. It’s just a case of doing the right things consistently instead of trying a bit of everything and hoping something sticks.
So… How Much Should You Be Spending?
This is where people want a clean answer, but it depends on what you’re trying to do.
Rough guide:
- 5–7% you’re maintaining
- 8–10% you’ll see steady growth
- 12–15% you’re pushing properly
- 15%+ you’re trying to take market share
If you’re an SME sitting at 3–6%, it might feel like you’re being sensible with money.
In reality, it usually shows up as:
- Leads coming in inconsistently
- Relying heavily on referrals
- Sales teams doing too much chasing
- Losing work to competitors who just feel more established
Why “Average” Doesn’t Work
The biggest issue with that 7.7% figure is that it makes people feel like they’re doing enough.
But that average includes businesses that aren’t trying to grow. They’re protecting what they already have.
If you’re trying to build something, grow something, or compete properly, average isn’t the benchmark you should be looking at.
The Bottom Line
Marketing isn’t something you dip in and out of when you feel like it.
It’s the thing that keeps your pipeline moving, your brand visible, and your business growing.
So when someone says “that’s expensive,” it’s worth asking:
Expensive compared to what?
Because staying where you are might feel cheaper in the short term.
But it’s usually what ends up costing you the most.
