Foreword by Growth Marketing Stage 3

Marketing budget as a percentage or revenue 4

Marketing budget as a percentage of revenue by organization size 5
Marketing budget as a percentage of revenue by industry sector 6
Marketing budget allocation 7
The allocation of marketing budgets 8
The allocation of marketing budgets by organization size 9
The allocation of marketing budgets by industry sector 10
Marketing budget plans 11
Marketers increasing investment into content and growth marketing 12
Increasing marketing investment by organization size 13
Increasing marketing investment by industry sector 14
About Growth Marketing Stage 15
Foreword by Growth Marketing Stage
“Half the money I spend on advertising is wasted – the trouble is, I don’t know which half.”
John Wanamaker
US department store merchant

Every marketer is familiar with this famous quote by John Wanamaker, who said it 100 years
ago. And it still makes sense, unfortunately.

Although modern marketing professionals are armed with a variety of tools to analyze their
activities across any channels or media type, most of them still struggle to show a clear path
from marketing tactics to ROI.

2019 Marketing Benchmark Report shows that just over half (53%) of organizations cannot
provide ROI of their marketing activities.

Growth Marketing Stage designed Marketing Budgets report with 2 goals in mind: 1) help
marketers make better decisions while planning their budgets; 2) help them understand which
channels are most lucrative and engaging today and which ones could give the best results in
the future.
The report is based on a survey of almost 300 company and agency marketers.

Yaroslav Stepanenko Pavlo Pedenko

Co-founder, Growth Marketing Stage Co-founder, Growth Marketing Stage
@Yaroslav_S @Graver_ua
Marketing budget as a percentage or revenue
Being a successful company isn’t necessarily about how much you spend — it’s about what
percentage of the organization's revenue is invested into marketing.

Ten percent — this is the number you will often hear whenever you ask how much of your
revenue you should spend on marketing. But is that true for all the businesses?

To get an answer, we segmented the data about marketing budgets as a percentage of revenue
by organization size and industry sector.

In this chapter you will learn the following:

● Marketing budget as a percentage of revenue by organization size

● Marketing budget as a percentage of revenue by industry sector
Marketing budget as a percentage of revenue by organization
size

Q: Please enter your organization's marketing budget as a percentage of revenue.

The 10% number may be right for some businesses, but it’s not a one-size-fits-all figure.

The smaller the company is, the larger the percentage of revenue dedicated to the marketing
budgets is.

Large companies, who are more established, have much higher revenue and are not looking for
the same type of exposure as a smaller companies might.
 Marketing budget as a percentage of revenue by industry
sector

Q: Please enter your organization's marketing budget as a percentage of revenue.

Here’s what we discovered about marketing budgets, broken down by industry:

● 10% is not the magic number. Every industry is different

● Retail companies are making significant investments in marketing
● Organizations in the IT (product based company) sector tend to dedicate a greater
percentage of their revenue to marketing expenses than outsourcing companies
Marketing budget allocation
Whether you have a $100 monthly advertising budget or a $100,000,000 monthly budget, you
want to get the most out of the investment. At the end of the day, it is all about maximized ROI.
It should always be the goal for any marketing campaign.

Choosing the right marketing channels and tactics will help you get that ROI. But how do you
know which marketing channels are the right ones to get you the most for your ad spend and
your time?

While building this report, we have analyzed where marketing budgets are allocated now and
which channels marketers plan to increase investments to. We have also segmented the data
by organization size and industry sector.

In this chapter you will learn the following:

● The allocation of marketing budgets

● The allocation of marketing budgets by organization size
● The allocation of marketing budgets by industry sector
The allocation of marketing budgets

Q: Approximately what percentage of your marketing budget is allocated to each of the following
tactics.
The allocation of marketing budgets by organization size
The allocation of marketing budgets by industry sector
Marketing budget plans
While building this report, we have analyzed where marketing budgets are allocated now and
which channels marketers plan to increase investments to. We have also segmented the data
by organization size and industry sector.

In this chapter you will learn the following:

● Which channels marketers are going to increase investment into

● Increasing marketing investment by organization size
● Increasing marketing investment by industry sector
Marketers increasing investment into content and growth
marketing

Q: Please select the statement that best describes how you expect your organization's budget
will change for the following categories.

The majority of marketers are increasing their marketing budgets for content marketing, SEO,
growth marketing, social media, PPC and PR. When considering outbound efforts, TV, and print
ads, there are no huge plans on investment.
The growing potential of utilizing inbound tactics and growth marketing is most likely a result of
cost effectiveness of these channels.
Increasing marketing investment by organization size
Increasing marketing investment by industry sector
About Growth Marketing Stage
This report was created by Growth Marketing Stage, the leading destination for growth
marketers.

Growth Marketing Stage is a global growth marketing conference hosted in Kyiv, Ukraine.

Growth Marketing attracts companies like Google, Booking.com, Dropbox, and Adobe, as well
as the fastest-growing companies from Uber and HubSpot, to Naspers and Skyscanner.

This year’s lineup:

● Simon Boqvist, Growth Opportunities | Growth Insights at Spotify.

● Bella Valentini, Acquisition Marketer at HubSpot
● Jia Qing Ho, Head of CRM at Preply (ex Skyscanner)
● Vlad Laichici, Growth & Acquisition Manager at Philips
● Sebastian Witkowski, MBA Head of Marketing CEE at Johnson & Johnson
● Ferdinand Goetzen, Chief Growth Officer at 3D Hubs
● Ekaterina Kachan, Team Lead of Asian Markets Growth at Skylum Software
● Valentine Hrytsenko, Chief Marketing Officer at Ajax Systems

More details about the conference here - https://growthmarketingstage.com