Suggested budget
A rule of thumb. Most businesses spend roughly 5 to 10% of revenue on marketing, more when chasing fast growth. The right figure varies by sector, stage and whether you are B2B or B2C.
Plan your marketingFrequently asked questions
How much should a business spend on marketing?
A common rule of thumb is 5 to 10% of revenue for businesses maintaining their position, and 10 to 15% or more for those in growth mode. Newer businesses or those in competitive markets often need to spend at the higher end to build visibility. The right figure is really about what generates a positive return in your specific market, not a universal percentage.
What percentage of revenue should go on marketing?
Most established UK small businesses spend between 5 and 10% of revenue on marketing. B2C businesses in competitive consumer markets often spend more because customer acquisition is faster but churn is also higher. B2B businesses tend to spend less as a percentage because sales cycles are longer and relationship-driven, but the absolute spend per customer can be much higher.
Is the marketing budget different for B2B and B2C?
Yes. B2C businesses typically need higher spend on brand awareness, paid social and search because they are reaching larger audiences with shorter buying cycles. B2B businesses often concentrate spend on SEO, content and targeted paid search because buyers research extensively before engaging. The 5 to 10% rule applies broadly to both, but how it is allocated across channels differs significantly.
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