B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
64%
64% -- marketing budget allocation for B2B SaaS marketing (2025)
According to Gartner's 2025 CMO Spend Survey, 64% of discretionary marketing budget flows to paid channels.
- Refers specifically to discretionary marketing budget flowing to paid channels that generate 22% of closed-won pipeline
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
64%
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
79
Source
humanr.ai
Primary
Tier A
https://www.humanr.ai/intelligence/blended-cac-calculations-hide-channel-performance-problems ↗
Source Article
Blended CAC Hides Channel Failures in B2B SaaS
The slide said 14-month CAC payback. The management team of a $40M ARR portfolio company presented it the way you present a clean bill of health: one number, healthy, next topic. So we pulled the thread. We separated their high-intent organic inbound from the outbound SDR motion and the paid search …
Original Research
humanr.ai
· Original study ↗
Methodology
Gartner's 2025 CMO Spend Survey.
Methodology documented
Segmentation
Channelcommon_crawl
Cite this stat
Plain Text
B2B SaaS marketing: 64% marketing budget allocation. Source: humanr.ai (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/marketing-budget-2025
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<blockquote cite="https://lighthousedata.io/data/marketing-budget-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>64%</strong> -- marketing budget allocation for B2B SaaS marketing<br><small>Source: humanr.ai (2025) · <a href="https://lighthousedata.io/data/marketing-budget-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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