B
Evidence Grade B
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accuracy verified by the review judge
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Recent
9.3%
9.3% -- marketing budget percentage for B2B companies (2025)
B2B marketing budgets average 9.3% of company revenues.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
9.3%
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
95
Source Trust
50
Citation Chain
90
Independence
30
Methodology
45
Freshness
78
Source
CMO Survey
Primary
Tier A
https://boomcycle.com/blog/right-percentage-of-gross-revenue-to-invest-in-marketing/ ↗
Source Article
Average Marketing Budget as a Percentage of Revenue (March 2026)
What Companies Actually Spent on Marketing Last Year
Two major surveys track marketing budgets every year. They produce different numbers, and understanding why matters more than memorizing either one.
Gartner’s 2025 CMO Spend Survey surveyed 402 CMOs, mostly at companies with $1 billion or more in …
Original Research
CMO Survey
· Original study ↗
Methodology
Average marketing budget as a percentage of revenue for B2B companies.
Methodology documented
Segmentation
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B2B companies: 9.3% marketing budget percentage. Source: CMO Survey (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-marketing-budget-percentage
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<blockquote cite="https://lighthousedata.io/data/b2b-marketing-budget-percentage" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>9.3%</strong> -- marketing budget percentage for B2B companies<br><small>Source: CMO Survey (2025) · <a href="https://lighthousedata.io/data/b2b-marketing-budget-percentage" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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