Two benchmarks anchor the answer: 8% of ARR for private B2B SaaS companies per SaaS Capital, and 7.7% of overall revenue across industries per Gartner. Here is what those numbers mean by stage.
Written for founders setting a marketing budget for the first time, or checking their current spend against an industry benchmark.
Two data points anchor this question. SaaS Capital's 2026 survey, its 15th annual, polled over 1,000 private B2B SaaS companies in March 2026 and found a median marketing spend of 8% of ARR, unchanged from the prior year. Separately, Gartner's 2025 CMO Spend Survey found overall marketing budgets across all industries sitting at 7.7% of company revenue, flat versus 2024 for a second straight year.
Neither figure is stage-specific. Both are medians across companies of very different sizes and maturity, so an early-stage startup with little or no ARR yet will not see a meaningful percentage from either number. That is the gap this page fills: the two sourced benchmarks, plus how spend commonly gets discussed by stage below them.
Most "how much do startups spend on marketing" content picks one statistic and stops. The two most citable, currently sourced figures actually measure different things, a SaaS-specific base against ARR, and an all-industry base against total company revenue, so it is worth seeing them next to each other rather than in isolation.
SaaS Capital, 2026
8%
Median marketing spend as a percent of ARR, private B2B SaaS companies
15th annual survey, conducted March 2026, 1,000+ private B2B SaaS respondents. The figure is unchanged from the prior year.
Gartner, 2025 CMO Spend Survey
7.7%
Marketing budget as a percent of overall company revenue, across industries
Flat versus 2024, the second consecutive year at this level. Half of CMOs surveyed reported a budget of 6% of revenue or less.
Neither SaaS Capital nor Gartner breaks its headline figure out by startup stage specifically. The ranges below for pre-seed through Series A are the ranges most commonly repeated by startup operators and marketing consultants, not a single named benchmark study, so they are presented as rules of thumb rather than hard data. The growth-stage row is where the sourced 8% of ARR figure applies most directly.
| Stage | Commonly Cited Range | Notes |
|---|---|---|
| Pre-seed / Idea Stage | Little to no formal budget | Spend is usually founder time plus a small ad hoc budget for a landing page, a domain, and early outreach. There is rarely enough revenue to express spend as a percentage yet. |
| Seed | Commonly cited at 10 to 20% of the funding raised | A widely repeated operator rule of thumb for early go-to-market testing, not a single named benchmark study. Actual spend still tracks the size of the round more than a percent of revenue, since ARR is often near zero. |
| Series A | Commonly cited at 15 to 25% of ARR | Once there is a repeatable early motion, budgets shift toward scaling the channels that already work. Again, this is a frequently cited operator range rather than a single benchmark report figure. |
| Growth stage (Series B and later) | Compresses toward the 8% ARR benchmark | As ARR grows, marketing spend as a percentage of it typically shrinks even as the dollar amount rises. SaaS Capital's 8% of ARR median sits at the mature end of this curve. |
Finding the right channel matters as much as the size of the budget. Tools like MediaFast help early-stage founders find and post in the Reddit communities where their exact buyers already hang out, which stretches a small early budget further than untargeted paid spend.
8% and 7.7% look almost identical, close enough that it is tempting to treat them as one confirming number. They are close, but they measure different populations against different revenue bases, which matters if you are trying to benchmark your own company against either one.
Measured only against private B2B SaaS companies, and specifically against Annual Recurring Revenue rather than total revenue. A subscription business with fast-growing ARR will see this percentage move differently than a company with lumpy, non-recurring revenue.
Measured across every industry the CMO Spend Survey covers, from consumer products to manufacturing to pharma, against total company revenue, not a recurring-revenue base. Gartner's own data shows real variation underneath that headline number, with consumer products reporting closer to 9.7% and half of CMOs at 6% or below.
MediaFast finds the Reddit threads where people are already discussing problems your product solves, so early marketing dollars go toward conversations that convert instead of cold outreach.
Two companies can report wildly different percentages while spending the same actual dollars, simply because they define "marketing spend" differently. Before comparing your own number against a benchmark, check what the benchmark is counting.
A company with $50,000 in ARR spending $10,000 on marketing is at 20% of ARR. A company with $10 million in ARR spending $800,000 is at 8%. Both numbers are real, and both are consistent with the idea that percentage spend compresses as ARR scales, even though the second company is spending 80 times more in absolute dollars.
Funding status widens the range further. SaaS Capital's survey data shows equity-backed companies spend roughly double what bootstrapped companies spend as a percent of ARR, since venture funding is explicitly meant to be deployed into growth rather than preserved as profit. A bootstrapped startup and a well-funded startup at the same ARR can reasonably run very different marketing budgets and both be making a defensible choice.
Benchmarks are a starting reference, not a target. These questions turn the 8% and 7.7% figures into a number that actually fits your company.
Do you have meaningful ARR yet, or should this quarter's budget be set as a percent of funding or runway instead of a percent of revenue?
What does "marketing spend" mean in your own budget: media only, or media plus headcount and tools?
Are you bootstrapped or equity-backed, and does that change how aggressively you should be spending relative to the 8% median?
Which one or two channels are already producing signups or pipeline, and is your current budget protecting them first?
When did you last revisit this number? A budget set at your last funding stage may no longer fit your current one.
Five steps for turning the benchmarks above into an actual number for your company, roughly in order.
Start from your current stage, not an industry average
A single "startups spend X%" number hides enormous variance by stage. Anchor on the stage band closest to yours, then adjust for your specific growth goals rather than copying a headline figure.
Separate revenue-percent budgeting from runway-based budgeting
Pre-revenue and early-revenue startups usually cannot budget as a percent of ARR because ARR is near zero. Budgeting as a percent of the funding raised, or as a fixed monthly cap tied to runway, is more realistic until there is meaningful recurring revenue.
Decide what counts as marketing spend before comparing yourself to a benchmark
Benchmarks differ on whether they include marketing headcount, tools, and events, or only media spend. Compare like for like, or the percentage you calculate for your own company will not be comparable to the source you are citing.
Set a floor for the channels already proven to work
Whatever the top line percentage, protect budget for the one or two channels already producing signups or pipeline before funding new experiments.
Revisit the number every funding stage, not just once a year
The stage-band data above shows spend as a percent of ARR typically compresses as a company matures. A budget set at seed stage is not the right budget at Series A.
Once you have a budget number, the harder question is often which channel to point it at first. The marketing ROI calculator and the SaaS metrics calculator can help model expected return before you commit spend to a channel.
Each of these turns a useful benchmark into a misleading one.
The 8% and 7.7% benchmarks below are useful anchors, but neither one was measured on early-stage, pre-revenue startups specifically. Applying a mature-company benchmark to a six-month-old startup will usually understate what is actually needed.
Some sources describe budgets as a percent of ARR, others as a percent of a funding round. Treating these as interchangeable produces a number that does not mean what it appears to mean.
A benchmark that includes marketing headcount will read much higher than one that counts media spend alone. Always check the definition before comparing your own number against a published figure.
A median, like SaaS Capital's 8% of ARR, describes where the middle of the sample sits, not the "correct" amount for any individual company's growth goals.
Both benchmark surveys report a median across companies of very different sizes and maturity. A median is a description of the sample, not a prescription for any individual company's growth goals.
They are close, but SaaS Capital's figure is SaaS-specific and measured against ARR, while Gartner's spans every industry and is measured against total company revenue. Treat them as two separate, useful reference points rather than one confirmed number.
They are not. The pre-seed, seed, and Series A ranges commonly repeated online come from operator commentary and startup marketing consultants, not a large-sample survey with a stated methodology. Weight them accordingly.
Annual Recurring Revenue. The annualized value of a company's recurring subscription revenue, the base most SaaS marketing-spend benchmarks are measured against.
Gartner's annual survey of chief marketing officers on marketing budget size, allocation, and priorities, one of the most cited cross-industry marketing budget benchmarks.
A published median or range for how much comparable companies spend on marketing, typically expressed as a percent of revenue or ARR.
A funding or maturity stage, such as seed, Series A, or growth, used to group startups for comparison since marketing spend as a percent of revenue varies enormously by stage.
A split used in SaaS Capital's survey. Equity-backed companies report spending roughly double what bootstrapped companies spend on marketing as a percent of ARR.
The two primary sources behind the anchor statistics on this page.
SaaS Capital
The source for the 8% of ARR median marketing spend figure, from a March 2026 survey of over 1,000 private B2B SaaS companies.
Gartner
The source for the 7.7% of overall company revenue cross-industry marketing budget figure.
Two sourced numbers anchor the answer: SaaS Capital's 8% of ARR for private B2B SaaS companies, from a March 2026 survey of over 1,000 respondents, and Gartner's 7.7% of overall company revenue across every industry, flat for a second straight year. They are close, but they measure different populations against different revenue bases.
Below that mature-company benchmark, spend as a percent of revenue commonly runs much higher at earlier stages, though those stage-specific ranges are operator rules of thumb, not survey data. Use the benchmarks as reference points, then build your own number from your stage, your funding status, and the channels already proving out.
Budget is one input. These cover the other decisions that shape where it goes.
The questions founders ask most when setting a marketing budget for the first time.
It depends heavily on stage and industry, so there is no single correct number. The two most cited anchor figures are SaaS Capital's 2026 survey, which found private B2B SaaS companies spend a median of 8% of ARR on marketing, and Gartner's 2025 CMO Spend Survey, which found marketing budgets across all industries sit at about 7.7% of overall company revenue. Early-stage startups commonly run well above either figure since ARR is still small relative to what it takes to find initial traction.
SaaS Capital's 2026 survey puts the median at 8% of ARR for private B2B SaaS companies overall, drawn from over 1,000 respondents. That median blends early and mature companies together, and the survey also notes equity-backed companies spend roughly double what bootstrapped companies spend as a percent of ARR, so the right number for any single company depends on funding status and stage as much as the industry median.
Directionally, yes, though the exact figures for early stages are commonly cited operator rules of thumb rather than a single named benchmark study the way the SaaS Capital and Gartner figures are. As a company matures and ARR grows, marketing spend as a percent of that ARR tends to compress even while the dollar amount spent increases, which is consistent with SaaS Capital's 8% figure sitting at the more mature end of the range.
SaaS Capital's 8% of ARR figure is specific to private B2B SaaS companies and measured against ARR, a recurring-revenue base. Gartner's 7.7% figure spans every industry in the CMO Spend Survey and is measured against total company revenue, which for non-subscription businesses can behave very differently from ARR. The two numbers are close, but they are not measuring the same population or the same revenue base, so treat them as two useful reference points rather than a single figure.
It depends on the source. Most credible benchmarks, including SaaS Capital's survey, ask companies what percentage of revenue they spend on marketing broadly, which typically includes headcount, tools, content, and paid channels together rather than media spend alone. Always check a benchmark's definition before comparing your own spend against it, since a headcount-inclusive figure will read higher than a media-only figure.
Less than you would expect. The widely repeated ranges, often quoted as 10 to 20% of a seed round or 15 to 25% of ARR at Series A, come from operator commentary and startup marketing consultants rather than a large-sample benchmark survey the way SaaS Capital and Gartner's figures do. Treat those stage-specific ranges as commonly cited rules of thumb, and treat the 8% and 7.7% figures as the more rigorously sourced anchors.
