{"id":14966,"date":"2021-06-08T10:39:07","date_gmt":"2021-06-08T17:39:07","guid":{"rendered":"https:\/\/firstpagesage.com\/?p=14966"},"modified":"2021-06-08T10:39:07","modified_gmt":"2021-06-08T17:39:07","slug":"b2b-saas-marketing-budget-fc","status":"publish","type":"post","link":"https:\/\/redesign.fpsclients.com\/wp\/b2b-saas-marketing-budget-fc\/","title":{"rendered":"B2B SaaS Marketing Budget: Breakdown & Examples"},"content":{"rendered":"

If you\u2019re amidst planning the marketing budget for a B2B SaaS business and are looking to inform your thinking from the wisdom of similar companies, this report is intended to help. Our agency has compiled statistics from 2017-2021 that reflect 46 B2B SaaS companies\u2019 best practices for putting together a budget.<\/span><\/p>\n

Below, we share the main factors CMOs consider when creating a marketing budget, along with 3 budgets that represent <\/span>B2B SaaS companies<\/span><\/a> in different stages of growth.\u00a0<\/span><\/p>\n

Factors to Consider When Creating Your B2B Saas Marketing Budget<\/span><\/h2>\n

The consensus among the companies we worked with in this space is that the marketing budget should balance 3 factors:<\/span><\/p>\n

    \n
  1. The highest-ROI marketing channels in your industry<\/span><\/li>\n
  2. The marketing channels with strategic secondary benefits to your company<\/span><\/li>\n
  3. The commitments associated with each investment<\/span><\/li>\n<\/ol>\n

    We begin with the data on the marketing channels that deliver the highest ROI for B2B SaaS:\u00a0<\/span><\/p>\n

    The Highest-ROI B2B SaaS Marketing Channels<\/span><\/h3>\n

    The following table is the result of polling our B2B software clients between February 2017 and June 2021.<\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n
    Name<\/b><\/td>\nMonthly Cost<\/b><\/td>\nROI <\/b>
    \n<\/b>(3 year average)<\/span><\/td>\n<\/tr>\n
    Thought Leadership SEO<\/b><\/td>\n7.5k \u2013 15k<\/span><\/td>\n748%<\/span><\/td>\n<\/tr>\n
    Webinars<\/b><\/td>\n5k \u2013 10k<\/span><\/td>\n364%<\/span><\/td>\n<\/tr>\n
    LinkedIn Organic<\/b><\/td>\n3k – 8k<\/span><\/td>\n229%<\/span><\/td>\n<\/tr>\n
    E-mail Marketing<\/b><\/td>\n1k \u2013 3k<\/span><\/td>\n201%<\/span><\/td>\n<\/tr>\n
    LinkedIn Ads<\/b><\/td>\n5k \u2013 20k<\/span><\/td>\n94%<\/span><\/td>\n<\/tr>\n
    Trade Shows<\/b><\/td>\n10k \u2013 20k<\/span><\/td>\n85%<\/span><\/td>\n<\/tr>\n
    Outdoor Ads<\/b><\/td>\n10k \u2013 40k<\/span><\/td>\n85%<\/span><\/td>\n<\/tr>\n
    PR<\/b><\/td>\n10k \u2013 50k<\/span><\/td>\n62%<\/span><\/td>\n<\/tr>\n
    Basic SEO<\/b><\/td>\n2k \u2013 4k<\/span><\/td>\n48%<\/span><\/td>\n<\/tr>\n
    SEM \/ PPC<\/b><\/td>\n3k \u2013 30k<\/span><\/td>\n46%<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

    If you\u2019d like more data on lead generation, we recently published a compendium of statistics on <\/span>SaaS customer acquisition<\/span><\/a>, as well as reports on <\/span>B2B SaaS funnel conversion benchmarks<\/span><\/a> and customer acquisition cost by <\/span>channel<\/span><\/a> and <\/span>industry<\/span><\/a>.<\/span><\/p>\n

    Considering the Strategic Secondary Benefits of a Marketing Channel<\/span><\/h3>\n

    In addition to considering which line items will return the most revenue to your business directly, there are myriad secondary benefits of lead generation channels that may be strategic to marketing or the business as a whole. The following examples from our B2B SaaS clients may spark some ideas:<\/span><\/p>\n