B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
7.7%
7.7% -- marketing budget percent of revenue for B2B companies (2025)
B2B marketing budgets average between 7.7% and 9.4% of revenue according to Gartner's 2025 CMO Spend Survey.
- Varies depending on industry and growth trajectory
- Represents total marketing investment, not just media/advertising spend
Attribution:
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Lighthouse Research Team
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Source verified
Evidence graded
Value
7.7%
Unit
Percentage
Data Vintage
2025
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
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Gartner
Primary
Tier B
https://www.a360z.io/article/how-much-should-b2b-companies-invest-in-marketing ↗
Source Article
How Much Should B2B Companies Invest in Marketing?
Original Research
Gartner
· Original study ↗
Methodology
Range 7.7%-9.4%, midpoint reported. Source: Gartner CMO Spend Survey. Varies by industry and growth trajectory.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B companies: 7.7% marketing budget percent of revenue. Source: Gartner (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-marketing-budget-percent-revenue-gartner-2025
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<blockquote cite="https://lighthousedata.io/data/b2b-marketing-budget-percent-revenue-gartner-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>7.7%</strong> -- marketing budget percent of revenue for B2B companies<br><small>Source: Gartner (2025) · <a href="https://lighthousedata.io/data/b2b-marketing-budget-percent-revenue-gartner-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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