8 Key Insights from the B2B Benchmark Survey: What Every Marketer Should Know about Spending Trends

We had a chance to talk to Bill Macaitis who was previously the CMO of Slack and ZenDesk. The podcast will be out in the next few days on YouTube.

In our hour long chat we covered the top 10 takeaways from the survey. The fact that the survey is free (as opposed to the paid benchmarks from multiple analyst firms), and it is expected to be an annual report is exciting as well.

Here are the top 10 takeaways from us.

• Marketing Budgets Are Increasing – Median marketing budgets as a percentage of revenue are rising from 9% to 10% in 2025, with top-performing companies allocating up to 20% of revenue to marketing.

• Faster-Growing Companies Spend More on Marketing – There is a direct correlation between marketing investment and company growth. Companies growing over 30% tend to allocate more of their revenue to marketing.

• AI’s Role in Budget Allocation is Growing – Companies are increasing their investment in AI, with 23% planning to allocate 16-20% of their marketing budgets to AI in 2025, nearly doubling from 2024.

• Product-Led Growth (PLG) Companies Spend More on Marketing – PLG companies allocate a larger share of revenue to marketing, particularly in demand generation and technology, compared to sales-led companies.

• Multi-Touch Attribution is Becoming the Norm – As companies mature, they shift from first-touch or last-touch attribution models to multi-touch models, allowing for a more comprehensive view of marketing impact.

• Inbound Leads Are Closely Tied to Deal Size – Companies with lower average contract values rely more on inbound leads, whereas larger ACV deals tend to be more outbound-driven.

• GTM Efficiency Metrics Are Still Not a Priority – While pipeline generation and ARR growth remain the top marketing metrics, efficiency metrics like CAC ratio and cost per opportunity are still underutilized.

• Marketing Investment per $ of New ARR Decreases with Scale – As companies grow, the cost of acquiring new revenue becomes more efficient, with marketing spend per dollar of new ARR decreasing.

• Budget Allocation: People, Programs, and Tech – As companies scale, they shift budget from people and technology toward programs. This is especially true for PLG companies that prioritize scalable marketing programs.

• Marketing Budget as a Share of Sales & Marketing Spend Stabilizes at Scale – While early-stage companies allocate a larger percentage to marketing, companies above $20M in revenue typically spend around 30% of their total sales and marketing budget on marketing.

The latest B2B Benchmark Survey has revealed exciting insights into spending trends that could transform how you approach your marketing strategy. This survey offers valuable data that can help you make informed decisions about budget allocation and strategize more effectively. Let’s dive into the findings to understand what they mean for marketers today.

1. Demand Generation Still Dominates Budgets

Demand generation remains a key player in marketing budgets, representing over 30% of spending for many companies. Investments in ads, webinars, and sponsorships emphasize the importance of attracting leads and building brand recognition.

To enhance your marketing effectiveness, prioritize strategies that foster demand generation. For example, running targeted Facebook ad campaigns could increase your lead conversion rate by up to 25%, while hosting monthly webinars can establish you as a thought leader in your field.

2. A Significant Portion of Sales and Marketing Expense Goes to Marketing Spend

The survey revealed that 30% of total sales and marketing expenses are dedicated specifically to marketing efforts. This statistic highlights that marketing is not an afterthought; it is a vital aspect of your overall business strategy.

For Chief Marketing Officers (CMOs), this data is a call to action. Take a closer look at how each dollar impacts returns. For instance, if enhancing content creation leads to a 15% increase in engagement, the additional spending could be warranted.

3. Typical Budget Allocation Among People, Programs, and Tools

The survey indicates a standard budget distribution: 40% on personnel, 50% on marketing programs, and just 10% on tools and technology. Understanding this allocation allows for strategic investments.

As a marketer, focus on hiring skilled professionals and effective programs, while maintaining a budget-friendly approach to technology. For instance, investing in training can improve team productivity by 20%, maximizing the returns on your program spending.

4. The Common Use of First Touch and Last Touch Attribution

First-touch and last-touch attribution models are in use by nearly 50% of companies. While these models are straightforward, it’s essential to understand their limitations.

To improve your marketing strategies, consider supplementing these models with multi-touch attribution. This broadened perspective helps identify all the touchpoints along the customer journey. It could shift budget decisions and ultimately increase ROI through better resource allocation.

5. A Significant Portion of Leads Comes from Inbound Efforts

On average, 40% of leads come from inbound sources such as content marketing and SEO. This statistic reflects the growing effectiveness of inbound tactics in generating high-quality leads.

To capitalize on this, assess and enhance your inbound marketing strategy. For example, optimizing blog content for specific keywords could increase visibility by 200%, driving more potential customers to your site.

6. Pipeline Revenue as a Key Metric for Marketers

An important trend is that marketers are increasingly focusing on generated pipeline revenue as a key performance indicator. This shift shows a more strategic approach to assessing marketing success.

Incorporate pipeline revenue into your reporting metrics to better align with sales-driven departments. Understanding how marketing contributes to the sales pipeline can refine decision-making and improve budget allocations, ultimately driving better revenue outcomes.

7. Measurement of Cost to Pipeline Over Revenue Generation Costs

Companies are increasingly measuring their cost to pipeline, suggesting a shift towards understanding financial efficiency in marketing. This new approach allows for a more nuanced evaluation of marketing success.

By analyzing cost to pipeline, marketers can derive insights into spending efficiency. For example, if your cost to generate $1 of pipeline revenue is reduced from $3 to $1.50, it significantly boosts your marketing ROI for future investments.

8. Investment in New Revenue Generation

Another notable finding is that for every $1 of new revenue generated, marketers are spending about $2.3. This figure illustrates the reality that generating new revenue streams often requires upfront investment.

Marketers can leverage this information to plan budgets effectively. When investing heavily upfront, be sure to track how these investments contribute to long-term gains. Understanding this relationship helps justify spending and supports future budget discussions.

Final Insights

The B2B Benchmark Survey offers crucial insights into spending trends that can drastically alter your marketing strategies. By focusing on demand generation, optimizing resource allocation, and thoroughly examining your key performance indicators, you can enhance your chances of reaching your business goals.

The landscape is evolving, with a strong emphasis on pipeline revenue and efficient spending. By staying alert to these trends and aligning your marketing strategies accordingly, you position yourself to thrive in a competitive market. Remember, marketing success is not just about adaptation but about proactive strategies that resonate with the ever-changing business environment.