How Much Do SaaS Companies Spend on Marketing?

SaaS companies typically allocate a significant portion of their budget towards marketing efforts. Here are five key facts about how much they spend on marketing:
1. Industry average: The average SaaS company spends around 30% of its overall budget on marketing activities. This can vary depending on the size and stage of the company, with some early-stage startups spending up to 50% of their budget on marketing.

2. Scalable budgets: As SaaS companies grow and increase their revenue, they tend to allocate a higher percentage of their budget towards marketing. This is because marketing plays a crucial role in driving customer acquisition and retention, which directly impacts revenue growth.

3. Digital marketing dominance: A significant portion of the marketing budget is typically allocated to digital marketing channels. This includes activities such as search engine optimization (SEO), pay-per-click (PPC) advertising, content marketing, social media marketing, and email marketing.

4. Customer acquisition costs (CAC): SaaS companies often focus on acquiring new customers, and as a result, customer acquisition costs can make up a substantial part of the marketing budget. These costs include advertising expenses, sales commissions, and marketing technology tools.

5. Marketing-driven growth: Many successful SaaS companies attribute a large portion of their growth to their marketing efforts. By investing in marketing strategies and campaigns, these companies are able to generate brand awareness, attract qualified leads, and ultimately convert them into paying customers.


1. How do SaaS companies determine their marketing budget?
SaaS companies typically consider their stage of growth, revenue, and growth goals when determining their marketing budget. They often allocate a percentage of their overall budget based on industry benchmarks and adjust it as needed.

2. What marketing activities do SaaS companies prioritize?
SaaS companies generally prioritize digital marketing channels such as content marketing, SEO, PPC advertising, and social media marketing. They also focus on building relationships with potential customers through email marketing and targeted campaigns.

3. Do all SaaS companies spend the same percentage on marketing?
No, the percentage of budget allocated to marketing can vary depending on factors like company size, stage of growth, and industry. Early-stage startups may invest a higher percentage to drive initial growth, while more established companies may allocate a smaller percentage.

4. Do SaaS companies spend on traditional advertising methods like TV or radio?
While some larger SaaS companies may invest in traditional advertising methods, the majority predominantly focus on digital marketing due to its cost-effectiveness and ability to target specific audiences.

5. What other expenses are associated with SaaS marketing?
Outside of customer acquisition costs, SaaS companies may also budget for marketing technology tools, marketing automation software, outsourced services, events, and sponsorships.

6. How important is marketing to the success of a SaaS company?
Marketing plays a crucial role in the success of SaaS companies. It helps to build brand awareness, attract new customers, nurture leads, retain existing customers, and ultimately drive revenue growth.

7. Can SaaS companies reduce marketing spend once they reach a certain level of success?
While some companies may choose to slightly reduce their marketing spend as they mature, successful SaaS companies often continue to invest in marketing to sustain their growth and remain competitive in the market.

SaaS companies invest a significant portion of their budget in marketing activities, typically around 30% of their overall budget. Digital marketing channels, customer acquisition costs, and marketing-driven growth are key factors that influence their marketing spend. As these companies grow and increase their revenue, the percentage allocated to marketing may also increase. Marketing is a critical component of a SaaS company’s success, helping to drive customer acquisition, retention, and revenue growth.