During a 2024 survey among marketing decision-makers worldwide, respondents from business-to-consumer (B2C) brands reported allocating, on average, approximately 22 percent of their budgets to advertising. Among interviewees from business-to-business (B2B) and business-to-business-to-consumer (B2B2C) companies, ads' average share stood at 19 percent. Responding B2B and B2B2C marketers allotted 14 percent of their budgets to account-based marketing – when brands approach a potential customer individually to expand their awareness – while B2C marketers excluded that tactic from their strategies.
Distribution of marketing budget according to decision-makers worldwide as of March 2024, by business model
among marketing team leaders, supervisors, managers, directors, CMOs, VPs, or equivalents
Supplementary notes
The source does not specify the survey type.
The source surveyed people in Argentina, Australia, Belgium, Brazil, Canada, Chile, Colombia, Denmark, Finland, France, Germany, India, Ireland, Italy, Japan, Mexico, the Netherlands, New Zealand, Norway,Poland, Portugal, Singapore, South Africa, South Korea, Spain, Sweden, Switzerland, Thailand, the United Arab Emirates, the United Kingdom, and the United States.
Percentage points exceeding or falling behind 100 are probably due to rounding.
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Salesforce Research. (June 6, 2024). Distribution of marketing budget according to decision-makers worldwide as of March 2024, by business model [Graph]. In Statista. Retrieved November 22, 2024, from https://www.statista.com/statistics/1477205/distribution-marketing-budget-worldwide-b2b-b2b2c-b2c/
Salesforce Research. "Distribution of marketing budget according to decision-makers worldwide as of March 2024, by business model." Chart. June 6, 2024. Statista. Accessed November 22, 2024. https://www.statista.com/statistics/1477205/distribution-marketing-budget-worldwide-b2b-b2b2c-b2c/
Salesforce Research. (2024). Distribution of marketing budget according to decision-makers worldwide as of March 2024, by business model. Statista. Statista Inc.. Accessed: November 22, 2024. https://www.statista.com/statistics/1477205/distribution-marketing-budget-worldwide-b2b-b2b2c-b2c/
Salesforce Research. "Distribution of Marketing Budget According to Decision-makers Worldwide as of March 2024, by Business Model." Statista, Statista Inc., 6 Jun 2024, https://www.statista.com/statistics/1477205/distribution-marketing-budget-worldwide-b2b-b2b2c-b2c/
Salesforce Research, Distribution of marketing budget according to decision-makers worldwide as of March 2024, by business model Statista, https://www.statista.com/statistics/1477205/distribution-marketing-budget-worldwide-b2b-b2b2c-b2c/ (last visited November 22, 2024)
Distribution of marketing budget according to decision-makers worldwide as of March 2024, by business model [Graph], Salesforce Research, June 6, 2024. [Online]. Available: https://www.statista.com/statistics/1477205/distribution-marketing-budget-worldwide-b2b-b2b2c-b2c/
