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What is the average marketing spend for SaaS companies?

May 02 • 1 min read

Knowledge Base > SaaS > What is the average marketing spend for SaaS companies?

The average marketing spend for SaaS (Software as a Service) companies can vary widely depending on the size and stage of the company, the industry, and the target market. However, according to a survey by OpenView Partners, the average SaaS company spends around 11% of its revenue on marketing.

This percentage can be higher for early-stage SaaS companies that are focused on customer acquisition, with some spending as much as 50% or more of their revenue on marketing. As a company grows and its customer base becomes more established, the percentage of revenue spent on marketing may decrease as a percentage of revenue, but the total marketing spend may still increase as the company invests in expanding its reach and driving customer engagement.

Here are a few examples of SaaS companies and their marketing spends:

  1. HubSpot – HubSpot is a marketing automation platform for inbound marketing. In 2020, HubSpot reported a total revenue of $883 million, with a marketing spend of $241.7 million, or around 27% of their revenue.
  2. Dropbox – Dropbox is a cloud storage platform. In 2020, Dropbox reported a total revenue of $1.91 billion, with a marketing spend of $402.7 million, or around 21% of their revenue.
  3. Zoom – Zoom is a video conferencing platform. In 2020, Zoom reported a total revenue of $2.65 billion, with a marketing spend of $295.8 million, or around 11% of their revenue.

It’s important to note that these percentages can vary widely depending on a company’s stage of growth and the industry they are in. Additionally, some SaaS companies may choose to invest more heavily in marketing in order to accelerate growth, while others may prioritize other areas of their business, such as product development or customer support.

Useful Links:

  1. How Much SaaS Companies Spend on Marketing
  2. SaaS Marketing Budget Calculator + Benchmark Report

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Common Questions

  • What types of marketing activities are typically included in a SaaS company's marketing spend?

    SaaS companies may allocate their marketing spend to a variety of activities, including content marketing, SEO, paid advertising (such as search ads or social media ads), events and sponsorships, email marketing, influencer marketing, and more.

  • How can a SaaS company determine the appropriate level of marketing spend for their business?

    The appropriate level of marketing spend for a SaaS company will depend on a variety of factors, including the company’s stage of growth, target audience, competitive landscape, and business goals. One approach to determining marketing spend is to set a target customer acquisition cost (CAC) and then allocate marketing spend accordingly. Another approach is to benchmark against industry averages and adjust based on the company’s specific circumstances.

  • Should a SaaS company prioritize customer acquisition or customer retention when allocating marketing spend?

    This will depend on the company’s specific goals and stage of growth. In general, early-stage SaaS companies may prioritize customer acquisition to build a customer base, while later-stage companies may shift focus to customer retention and expanding the lifetime value of existing customers.

  • How can a SaaS company measure the effectiveness of its marketing spend?

    SaaS companies can measure the effectiveness of their marketing spend by tracking metrics such as customer acquisition cost (CAC), customer lifetime value (CLTV), churn rate, and return on investment (ROI) for specific marketing campaigns or channels. Additionally, SaaS companies can use customer feedback and engagement metrics to gauge the effectiveness of their marketing efforts in building brand awareness and customer loyalty.

  • How can a SaaS company optimize its marketing spend for maximum impact?

    SaaS companies can optimize their marketing spend by testing and experimenting with different channels, tactics, and messaging to identify what works best for their target audience. Additionally, they can use data analysis and customer feedback to continuously refine their marketing strategies and focus on the tactics that generate the highest ROI.

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