When it comes to building visibility and driving growth, marketing is no longer optional for industrial B2B companies; it’s essential. But one of the first questions that comes up in any planning conversation is: How much should we budget?

Finding the Right Marketing Budget

For medium-sized industrial companies, the typical marketing budget ranges from 1% to 3% of annual revenue.

That’s a wide range, and where your company falls within it depends on several factors: your growth stage, industry competitiveness, and how aggressively you want to pursue new business.

• Established companies with steady client bases often invest closer to the lower end (around 0.5–1%).
• Growth-focused or rebranding companies aiming to capture new markets or expand service offerings often invest closer to 2–3%.

Marketing isn’t just an expense; it’s an investment in visibility, credibility, and long-term opportunity.

How Marketing Budgets Are Typically Allocated

If you’re working with a 1–2% marketing allocation as a baseline, it’s helpful to understand how that investment is often distributed across key marketing activities in the industrial B2B sector.

This breakdown shifts based on your needs and goals. For example:

• A company entering a new market may allocate more toward digital outreach, content creation, and lead generation.
• A company focused on customer retention might invest more in trade shows, client communication, and customer relationship management tools.

The Takeaway

If you’re aiming for steady growth and stronger brand visibility, planning for a 1–2% marketing investment is a solid starting point. From there, you can scale your budget based on business goals, whether it’s launching a new product line, expanding into a new region, or ramping up lead generation.

By aligning your marketing spend with your objectives, you’ll make your investment both strategic and measurable. With the right mix of tactics, your marketing program can become a powerful driver of long-term growth.

Need help evaluating or building your marketing strategy?

Before deciding where to allocate your marketing budget, it’s essential to have a clear strategy grounded in data, industry insight, and measurable goals. That’s where we come in.

We work with industrial B2B companies—from service providers to manufacturers—to help them make smarter marketing investments that drive real business outcomes. Our approach combines deep industry experience with strategic planning, brand development, and performance measurement, so every dollar spent has a defined purpose and measurable impact.

Whether you’re refining your brand, building a new website, or launching a full-scale marketing program, we’ll help you clarify priorities, allocate your budget effectively, and create a plan built for sustainable growth.