B Evidence Grade B Graded accuracy verified by the review judge Safe to Cite Dated

10%

10% -- retention marketing budget share for businesses (2023)

Name: Retention Marketing Budget Share Statistics
Creator: Lighthouse Intelligence
Published: 2026-09-25

2023 · Gartner

Businesses typically allocate 10-20% of their marketing budgets to retention-focused initiatives.

Reported as a range of 10-20%

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Attribution: Gartner View source

Lighthouse Research Team

Last verified: 2026-09-25 · How we verify data →

Source verified Evidence graded

Value

10%

Unit

Percentage

Data Vintage

2023

Entity

businesses

Geography

Global

Evidence Quality

Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

61/100 confidence

Single source - not yet corroborated

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Source

Gartner Primary Tier C

https://linchpinseo.com/blog/customer-acquisition-cost-vs-retention-cost-finding-the-optimal-investm… ↗

Confidence: 48/100 Vintage: 2023 Channel: Wayback

Source Article

Linchpin SEO : Customer Acquisition Cost vs. Retention Cost: Finding the Optimal Investment Ratio

Customer Acquisition Cost (CAC) and Customer Retention Cost (CRC) are two crucial financial metrics that influence the success of any business. Understanding these concepts and finding an optimal balance can significantly impact a company’s profitability and sustainability. Customer Acquisition Cost…

Original Research

Gartner · Original study ↗

Methodology

Cited from 2023 Gartner study; range 10-20%, midpoint used

Methodology documented

Segmentation

IndustryB2B RegionGlobal RoleAll marketers Channelcontent

Cite this stat

Plain Text

businesses: 10% retention marketing budget share. Source: Gartner (2023). Via Lighthouse Intelligence -- https://lighthousedata.io/data/retention-marketing-budget-share-2023

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<blockquote cite="https://lighthousedata.io/data/retention-marketing-budget-share-2023" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>10%</strong> -- retention marketing budget share for businesses<br><small>Source: Gartner (2023) · <a href="https://lighthousedata.io/data/retention-marketing-budget-share-2023" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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