A Survey on Marketing Budgets

Let’s be real, budgeting can feel overwhelming when you’re managing multiple marketing channels. We surveyed our community of brands + agencies to gain insight into their budgeting goals, struggles, and strategies.

• Over 73% of brands allocate most of their marketing budget toward organic social, content + performance marketing.

• 79% of brands prioritize lead conversion + revenue as campaign goals.
• However, 52% of brands find ROI difficult to measure.
• Agencies are seeing 92% of their clients dealing with too-tight budgets.
• 60% of agencies find setting a measurable strategy is the best way to stretch a tight budget.

Key Themes

• Budgets are tight, brands are looking for smart ways to allocate + optimize.
• Brands are prioritizing sales, prospecting, and revenue as campaign goals; however, ROI is difficult to measure.
• Agencies are leaning into intentional, measurable strategies to best optimize client spend — and are key to stretching budgets.

What does this mean?

Brands are feeling the heat when it comes to too-tight budgets and are looking for smart ways to stretch and allocate. Most brands are spending $$$ on projects that drive revenue and user growth; however, ROI is difficult to measure.
Where can they turn for help? Agency partners are a great way to gain expert support and build smart analyses + intentional strategies that prioritize budget optimization.