B2B Marketing
B2B buyers are a small, specific group: owners, managers and purchasing teams. Broad consumer advertising wastes most of its reach on people who will never buy. The plan concentrates on the channels that can actually find decision-makers, led by LinkedIn and search, and sizes the budget to how few buyers there really are in your market.
Real rate cards. Every number sourced. See the references →
How much should b2b companies spend on advertising?
The calculator starts b2b companies at 5% of revenue for marketing. About 34% of a marketing budget buys advertising, so the advertising budget lands near 1.7% of revenue: for a business doing $1 million a year, about $1,400 a month. Your stage and growth goal move it up or down, and the free budget calculator works out your range for your own market.
| Annual revenue | Marketing budget / year | Advertising / month |
|---|---|---|
| $500,000 | $25,000 | $700 |
| $1,000,000 | $50,000 | $1,400 |
| $3,000,000 | $150,000 | $4,250 |
An established business with steady growth. New or fast-growing businesses spend more; the calculator adjusts for both.
What do these channels cost?
Public industry ranges for the channels this category uses most — a starting point, not a quote. The calculator resolves the real recommended number for your market, budget, and goal.
Common challenges in this category
- A small pool of real buyers
- Long sales cycles with several decision-makers
- Consumer channels that waste reach
- Proving marketing produced pipeline
- Relying on referrals and trade shows alone
Approaches that tend to work
- LinkedIn ads targeted by job title, industry and company size
- Search ads on the services buyers type when they have a problem
- Case studies and guides promoted to decision-makers
- Retargeting for companies that visited your pricing or services pages
- Email follow-up for every inquiry and download
Tactics that tend to work for this category
LinkedIn Advertising
Professional-audience targeting by job title, company, industry, seniority, and skills for B2B campaigns.
Learn more
SEM / PPC Advertising
Google and Bing paid-search campaigns that capture customers at the exact moment they are searching.
Learn more
Display Advertising
Static and animated banner ads served across millions of websites and apps with precise audience targeting.
Learn more
Retargeting Advertising
Stay visible to website visitors and geofence visitors after they leave so they come back when ready.
Learn more
Email Marketing
Targeted, opt-in email campaigns with vendor-guaranteed minimums on opens and clicks — plus nurture campaigns for the list you own.
Learn morePlanning guides for this category
StrategyAdvertising Budget by Industry: What Does Your Sector Actually Spend?What each industry spends on marketing as a share of revenue, from 2% for auto dealers to 15% for SaaS, and how much of that actually buys advertising.
StrategyHow Much Should a Small Business Spend on Advertising?A practical, no-fluff guide to what small businesses should actually budget for advertising — by industry, stage, and goal.
StrategySearch vs Social Media Advertising: Where Should Your First Dollar Go?Search captures demand that already exists. Social creates demand that does not. The real cost difference, the conversion data, and which one to fund first.
B2B Marketing questions
How much should a B2B company spend on marketing?
Is LinkedIn worth it?
Does this cover commercial contractors and business lawyers?
Tell us about your business.
We'll respond within one business day with practical, industry-aware recommendations.
Ready to grow your business?
Tell us a little about your business and your goals. We will follow up with practical recommendations within one business day.
Real rate cards. Every number sourced. See the references →
Black Hills · South Dakota · Local digital anywhere in the U.S.