Additionally, in this guide, we discuss how to manage your entire marketing budget from start to finish. Let’s get started.
A marketing budget outlines all the money a business intends to spend on marketing-related projects over the quarter or year. Marketing budgets can include expenses such as paid advertising, sponsored web content, new marketing staff, a registered blog domain, and marketing automation software.
Marketing budgets can be difficult to establish for both small and large businesses.
If you’re a small business, you might wonder which marketing expenses you should start with. If you’re a large business, having multiple marketing teams or operations in play can make it harder to ensure everyone across the department gets what they need.
So, what should you spend your marketing cash on?
First, let’s identify a focal point: Digital media. Digital media makes up more than half of both U.S. and global advertising spend. This includes initiatives that cater to audiences on desktop computers, search engines, video streaming platforms, social media, and mobile devices.
Given the success marketers have seen in it, you might consider spending at least half of your marketing budget on some of these digital channels. Let’s talk about other ways to divvy up your marketing budget.
As you build a marketing budget, here are a few items you’ll want to keep in mind when planning your spending.
Spreadsheet knowledge alone won’t help you understand how you’ll spend your marketing money this year. Creating a sound marketing budget starts with knowing what purpose this budget will serve and which marketing teams it will represent.
Your buyer’s journey is the steps your audience takes as they ‘journey’ from prospect to paying customer. Knowing your buyer’s journey allows you to understand how your audience interacts with your marketing — and where to set your goals and budget to better reach your customers.
Ask yourself these questions as you define your buyer’s journey:
This process should point out what marketing tactics are (and aren’t working), where you should alter your marketing goals, and where you can focus your marketing budget.
What you spend and where you spend it will depend on what you’re trying to accomplish.
So, when starting to create your marketing budget, make sure you’re only spending money on the things required by your current marketing goals — goals set based on your audience and their journey from prospect to customer. These could include:
Former Demand Generation Marketer at HubSpot and current Senior Product Marketer at Atlassian, Jessica Webb, says this about how your costs can change when focusing on lead generation vs. lead conversion: “The majority of the money you spend on paid efforts is usually calculated based on volume of clicks or impressions. Because of this, you’ll often want to put more budget toward campaigns with higher-volume offers and audiences.”
“For example, a tweet or Facebook ad promoting a lead generation offer that leans more top of the funnel will likely receive more clicks than something that falls more toward the middle or bottom of the funnel,” she explains.
Your paid advertising costs will also change depending on how wide of an audience you are attempting to reach.
“You can look at Twitter advertising as an example,” Webb says. “You have to option to target your campaigns based on users’ interests or keywords searched for. Interests are a much broader category, whereas smaller pockets of users are searching for any given keyword, therefore your interests-based audience is going to be much larger and require a larger budget.”
One of the great advantages to having and maintaining a budget spreadsheet is that it helps you avoid those end-of-the-quarter or end-of-the-year freak-outs when you realize, “Whoa … what did I spend all that money on?”
In many cases, unanticipated costs can force marketers to fork over cash that they didn’t plan on spending. Product marketing offers a perfect example. According HubSpot’s VP of Marketing Meghan Keaney Anderson, it’s easy to forget that successfully marketing your products and services requires more than just promotion.
“When people allocate budget for product marketing, they tend to think in terms of product launches and promotional activities,” Anderson explains.
“That’s certainly an important part of it, but another area of focus to remember is setting aside resources to conduct research and message testing long before the product ever goes to market. Having conversations with customers about the pain points your product will ultimately address is critical to shaping the messaging and having a successful launch.”
Marketing is overflowing with add-ons and extras, upsells, and “premium” versions. One of the best ways to assess what’s nice to have versus what’s absolutely necessary is to (you guessed it) organize all of your expenses.
By keeping tabs on where your budget is being allocated, and cross-checking that spending with the results you’re getting, it will be much easier to figure out what should keep getting budget and what should get kicked to the curb.
For example, let’s look to the world of public relations. In PR, there are countless tools to which you can allocate budget, which could leave you overspending where it doesn’t matter — and underspending where it does.
“Tools abound to help PR practitioners not only create and distribute great content and find and target key stakeholders, but to ultimately measure reach and effectiveness,” says Nathaniel Eberle, HubSpot’s former Director of PR & Brand and LogMeIn’s current Director of Global Brand Management.
“The key is making sure you’re laser-focused on who you’re setting out to reach and influence, then ensuring that your budget supports how they’ll most likely want to receive (and share) your key messages.
“As the media and digital landscape evolves at breakneck speed, continually reassessing the tools, services, and programs you’re employing is a great way to determine real-time ROI of your overall spend. Today’s measurement tool may be worthless to you tomorrow.”
When you open up these budget templates and check out all the various expenses detailed in them, don’t fret if you can’t tick every box. I’m not advocating for an “always spend more” approach to marketing.
I’m advocating for an “always spend smart” approach. The expenses listed out aren’t mandatory — they’re just meant to guide your thinking and to help ensure that you haven’t overlooked any hidden costs.
When you put a certain amount of money into a certain area, you’ll want to determine if your budgeting helped you or hurt you as you plan out future budgets. The best way to do this is by measuring ROI — or return on investment.
If you’re the money you spend on one item results in your company making more in return, you may want to increase budget in the next year. If your money went nowhere, you should examine your budget.
With the 8 Free Budget Planner Templates to Manage Your Marketing Spend, you’ll be able to manage all of the moving pieces of your budget at a monthly and quarterly level.
Use the Excel version of the templates to keep all of your budgets in one place. When you download the zip file, you’ll find a separate file for each marketing team, as well as a Master Budget Template to maintain a high-level view of your overall expenses.
Interested in sharing your marketing budget across a larger team? Try the Google Sheets version of the same eight templates to share access with other Gmail users. For the Google Sheets templates, each team budget is found in a separate tab of the same Google Sheet.
No matter which version you choose, each budget is optimized with the same line items, tips, and graphs. Read on to learn how to use each budget template.
While it’s helpful to have individual budget templates for specific marketing departments and activities, it’s also nice to be able to take a step back and see the bigger picture.
The Master Marketing Budget Template lets you do just that: It’s the place where you can collect the totals from the other seven templates in the bundle and see all of your expenses in one place.
This template will guide you step-by-step through the process of budgeting for a product launch. From determining product/market fit, to running user testing sessions, to promoting your finished product, our Product Marketing Budget Template will help ensure you don’t overlook any important expenses.
The budget required for creating and promoting content can vary greatly from organization to organization. For example, while some organizations keep most of their content operations in-house, others rely more heavily on freelancers and contractors. And while some use many different software products, publishing tools, and services, others take a much simpler approach.
Our Content Budget Template is designed to cover as many content-related bases as possible. So, if you see any expenses listed that don’t apply to your organization, go ahead and delete them. (That’s the beauty of Excel spreadsheets: You can customize them to your specific needs.)
Paid advertising: Does it really qualify as an inbound marketing tactic/channel? That is a loaded question, my friends, and one that I don’t have room to answer in-depth in this post.
What I can tell you for sure is that you can do paid advertising in an “inboundy” way — i.e. by targeting specific buyer personas and using paid advertising as a supplement to your organic efforts to help drive awareness and conversion opportunities.
Measuring the effectiveness of your paid advertising campaigns is also paramount to doing things the inbound way. Using our Paid Advertising Budget Template, you can keep tabs on your monthly (and quarterly) ad spending, and then cross-reference the amounts with your lead-generation metrics to determine your cost-per-lead.
Public relations expenses amount to more than just paying for press releases. From reputation monitoring software, to traveling (e.g., to events and trade shows), to applying for awards, there are many PR costs that can be all too easy to overlook.
To ensure you’re accounting for all of your organization’s PR-related expenses, check out our Public Relations Budget Template.
In order to produce high-quality, innovative graphics, videos, and other content, the branding and creative teams of today need more than just Photoshop … a lot more. One of the largest — and often most overlooked — expenses is storage.
If your organization is producing a lot of video, storage is especially important. Because as it turns out, when budgeting for video storage, you shouldn’t be thinking on a megabyte (MB) or even a gigabyte (GB) scale, but on a terabyte (TB) scale. FYI: 1 terabyte = 1 trillion bytes. You can keep track of all your storage costs (and other branding and creative costs) using our free template.
Budgeting for a website redesign can be seriously tricky. With so many moving pieces to consider, there is a lot of room for underestimating or miscalculating costs. We created our Website Redesign Budget Template so you can keep all of your redesign-related expenses in one convenient location.
Unsure if your current website is right for a redesign? Check out this HubSpot research report: Does Your Website Make the Grade? Chances Are, It’s Barely Passing.
When planning an event, the associated costs can seem obvious at first. There’s the venue to consider, of course. And the P.A. system and microphones. And then the costs associated with booking and bringing in presenters/performers. That’s pretty much it, right?
For example, does the venue come with tables/chairs, or will you have to rent those separately? Do you want your attendees to wear name tags, and if so, will you be printing out the name tags ahead of time or will attendees be writing their own names on blank tags?
If the latter, have you factored in the pens or markers you’ll need to accommodate that? As you can see, planning for an event can lead you down many rabbit holes.
Use our Event Budget Template to stay organized.
With your chosen template downloaded, it’s time to consider which digital channels to allot a budget for. Hint: There’s no right answer — it’ll depend the market research you do to figure out where your specific audience spends most of its time.
If you find your buyer prefers learning and consuming content in the form of video, for example, you might invest more of your money in YouTube advertising.
Here’s a small sample budget for a quarter’s worth of expenses by a hypothetical company that has decided to invest heavily in video marketing. This template was created using the Master Budget Template, the first template listed in the section above.
Based on the figures above, video advertising’s total expenses for the quarter exceeded budget by $20, while full-time recruitment’s total expenses exceeded budget by $2,400. This means the company is trending over budget for the first three months of the year.
Why might this happen? Perhaps a pay-per-click (PPC) campaign on YouTube received more clicks by viewers than expected, and a sharp video-savvy job candidate negotiated a higher salary.
Based on the difference between this company’s planned spend and actual spend, their budget template produced the following graph:
Go now, and plan wisely — your marketing staff is counting on you.
Editor’s Note: This blog post was originally published in December 2015, but was updated for comprehensiveness.
Originally published Apr 14, 2020 12:00:00 PM, updated April 14 2020