Question 1

What percentage of revenue should a B2B SaaS spend on marketing?

Accepted Answer

It depends heavily on stage and growth ambition. Early-stage SaaS chasing growth often spends 15-25%+ of revenue on marketing, Series B and growth-stage companies commonly run 10-15%, and more mature or profitability-focused companies tend toward 7-12%. These are planning benchmarks, not rules: PLG and sales-led motions, gross margin, and runway all move the right number.

Question 2

How does the SaaS marketing budget calculator work?

Accepted Answer

You enter your annual revenue or ARR and pick your stage, then optionally set conservative or aggressive growth ambition. The calculator applies a stage-appropriate percentage-of-revenue range and returns a recommended annual and monthly budget, plus a rough allocation across demand generation, content and brand, product marketing, tooling and ops, and headcount. The numbers are estimates for planning, not a prescription.

Question 3

How should I allocate a SaaS marketing budget?

Accepted Answer

A common rough split is the majority going to people (headcount or fractional/agency talent), with the remainder across demand generation, content and brand, product marketing, and tooling and operations. The exact mix shifts with motion: PLG leans into product marketing, content and lifecycle, while sales-led leans into demand gen and field. Use the breakdown as a starting frame, then tune to your funnel.

Marketing budget calculator.

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