B
Evidence Grade B
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Recent
9%
9% -- marketing budget pct of revenue for B2B services companies (2025)
According to The CMO Survey (2025), B2B services companies allocate an average of 9.0% of revenue to marketing budgets.
- Benchmarks vary widely by source, company size, and industry; treat them as starting points.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
9%
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.
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Sources (2)
The CMO Survey (Deloitte, Duke and the AMA)
Primary
Tier B
https://designcloud.app/blog/5-ways-to-stretch-your-marketing-budget ↗
Source Article
Content Marketing Budget: How Much to Spend | Design Cloud
Content Marketing Budget: What It Covers, How Much to Spend & How to Build One
Working out how much to spend on content can feel like guesswork, but it doesn't have to be. A content marketing budget is the money a business sets aside specifically for creating, distributing and measuring its content.…
Also cited by
Original Research
The CMO Survey (Deloitte, Duke and the AMA)
· Original study ↗
Methodology
The CMO Survey (Deloitte, Duke and the AMA), 2025
Methodology documented
Trend Over Time
| Period | Value | Change |
|---|---|---|
| 2018 | 6.9% | |
| 2025 (current) | 9% | +30.4% |
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B services companies: 9% marketing budget pct of revenue. Source: The CMO Survey (Deloitte, Duke and the AMA) (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-services-marketing-budget-9-0pct-2025
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<blockquote cite="https://lighthousedata.io/data/b2b-services-marketing-budget-9-0pct-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>9%</strong> -- marketing budget pct of revenue for B2B services companies<br><small>Source: The CMO Survey (Deloitte, Duke and the AMA) (2025) · <a href="https://lighthousedata.io/data/b2b-services-marketing-budget-9-0pct-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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