Under £150k

Whilst the "5%" rule is a good place to start even for smaller companies. If you're wanting to grow then no matter what industry you're in or whether you sell products/services you will often need a more aggressive marketing budget than the default 5% rule. A common rule of thumb for managing budget expectations for new and/or smaller companies you should look to spend:

• ~2-3% bare minimum (maintenance for established companies ONLY)
• ~5-7% slow and steady
• ~10-15% faster paced
• ~18%+ aggressive marketing

Note: this is guidance on an overall marketing budget. You may also have requirements for printed material so not everything will be allocated towards digital marketing (website design, paid adverts, social media costs etc)

Over £150k: B2B Product

The "5%" rule is a good place to start as generally speaking your marketing budget should be a percentage of your annual revenue. A common rule of thumb is for an average budget B2B Product companies should spend:

• ~2-3% Foundations (maintenance for established companies ONLY)
• ~5-7% slow and steady
• ~10-15% faster paced
• ~18%+ aggressive marketing

B2B Product industries allocate, on average, roughly 10% of revenue to marketing, which is similar to B2C Services (10.1%). B2B Services and B2C Product allocate higher numbers of 15% and 18%, respectively, of total revenue.

If you do not have a marketing department or actively engage in other marketing activities we would expect your Digital Marketing allocation to be a significant portion (if not all) of the Estimated Marketing Budget. Alternatively you would deduct your other expenditure to help estimate your Digital Marketing budget.

Over £150k: B2B Service

The "5%" rule is a good place to start as generally speaking your marketing budget should be a percentage of your annual revenue. A common rule of thumb is for an average budget B2B Service companies should spend:

• ~2-3% bare minimum (maintenance for established companies ONLY)
• ~5-7% slow and steady
• ~10-15% faster paced
• ~18%+ aggressive marketing

B2B Services and B2C Product allocate higher numbers of 15% and 18%, respectively, of total revenue. B2C Services industries allocate, on average roughly 10.1% of revenue to marketing, which is similar to B2B Product industries (10%).

If you do not have a marketing department or actively engage in other marketing activities we would expect your Digital Marketing allocation to be a significant portion (if not all) of the Estimated Marketing Budget. Alternatively you would deduct your other expenditure to help estimate your Digital Marketing budget.

Over £150k: B2C Product

The "5%" rule is a good place to start as generally speaking your marketing budget should be a percentage of your annual revenue. A common rule of thumb is for an average budget B2C Product companies should spend:

• ~2-3% bare minimum (maintenance for established companies ONLY)
• ~5-7% slow and steady
• ~10-15% faster paced
• ~18%+ aggressive marketing

B2C Product and B2B Services allocate higher numbers of  18% and 15%, respectively, of total revenue. B2C Services industries allocate, on average roughly 10.1% of revenue to marketing, which is similar to B2B Product industries (10%).

If you do not have a marketing department or actively engage in other marketing activities we would expect your Digital Marketing allocation to be a significant portion (if not all) of the Estimated Marketing Budget. Alternatively you would deduct your other expenditure to help estimate your Digital Marketing budget.

Over £150k: B2C Service

The "5%" rule is a good place to start as generally speaking your marketing budget should be a percentage of your annual revenue. A common rule of thumb is for an average budget B2C Service companies should spend:

• ~2-3% bare minimum (maintenance for established companies ONLY)
• ~5-7% slow and steady
• ~10-15% faster paced
• ~18%+ aggressive marketing

B2C Services industries allocate, on average roughly 10.1% of revenue to marketing, which is similar to B2B Product industries (10%). B2B Services and B2C Product allocate higher numbers of 15% and 18%, respectively, of total revenue.

If you do not have a marketing department or actively engage in other marketing activities we would expect your Digital Marketing allocation to be a significant portion (if not all) of the Estimated Marketing Budget. Alternatively you would deduct your other expenditure to help estimate your Digital Marketing budget.