B
Evidence Grade B
Graded
under review
Safe to Cite
Dated
11%
11% -- marketing budget for B2B companies (2023)
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
11%
Unit
Percentage
Data Vintage
2023
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
50
Citation Chain
60
Independence
30
Methodology
45
Freshness
76
Source
Gartner
Primary
Tier A
https://www.bol-agency.com/blog/recession-proofing-b2b-marketing?hss_channel=tw-44991829 ↗
Source Article
5 Tips for Recession Proofing Your B2B Marketing
The last couple of years has been a rocky road for marketers. Gartner found that marketing budgets for B2B companies have decreased since 2020, from an average of 11% of revenue to 6.4% of revenue. Now, as we face exceptionally high inflation and a potential recession, marketers are understandably w…
Original Research
Gartner
· Original study ↗
Methodology
Gartner research
Methodology documented
Trend Over Time
| Period | Value | Change |
|---|---|---|
| 2023 (current) | 11% | |
| 2025 | 7.7% | -30.0% |
Segmentation
Channelrss_feed
Cite this stat
Plain Text
B2B companies: 11% marketing budget. Source: Gartner (2023). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-marketing-budget-decrease-2020-2023
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<blockquote cite="https://lighthousedata.io/data/b2b-marketing-budget-decrease-2020-2023" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>11%</strong> -- marketing budget for B2B companies<br><small>Source: Gartner (2023) · <a href="https://lighthousedata.io/data/b2b-marketing-budget-decrease-2020-2023" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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