Strategy & Planning
B2B SaaS Marketing Boot Camp
When you hire your first Marketing Intern or Junior Employee, here is a list of tools and training to help them get started with B2B SaaS Marketing.
If You're Building Your First B2B SaaS Marketing Budget, Start Here
Creating a marketing budget for your B2B SaaS company can feel overwhelming. With high stakes and countless options, it’s hard to know where to start.
The good news? You don’t need a perfect budget, you need a strategic one.
By answering three key questions, you can align your marketing spend with your growth goals, maturity stage, and revenue model.
1. How Much Annual Recurring Revenue (ARR) Does Your SaaS Company Collect?
ARR sets the baseline for your available marketing investment. Understanding your recurring revenue:
- Anchors your budget to sustainable spend.
- Defines the scale and ambition of your marketing initiatives.
- Helps prioritize resource allocation toward growth or retention strategies.
A solid grasp of your ARR ensures your marketing engine is appropriately fueled for your stage of growth.
2. What Are Your Marketing Goals?
This seems like a simple question but you’d be surprised how many marketing departments are pursuing initiatives that are designed for the wrong purpose, just because a marketing team of 3 is trying to do the job of a marketing team of 20.
Without clear goals, marketing spend gets diluted.
Before allocating budget:
- Define what success looks like: Awareness? Pipeline generation? Expansion?
- Align initiatives to strategic priorities (not just urgent requests).
- Consider using an OKR (Objectives and Key Results) framework to stay focused on what matters most.
A company focused on scaling will invest very differently from one prioritizing profitability. Tie your spend directly to your primary objectives.
Learn more about setting OKRs for B2B SaaS marketing in our blog “4 Marketing OKRs for a B2B SaaS Company.”
3. When Did You Start Receiving Subscription Revenue?
Your company’s maturity impacts your marketing mix. Where you are on the SaaS lifecycle curve determines:
- Your mix of brand vs. demand generation.
- Your emphasis on awareness vs. conversion tactics.
- Your readiness to scale proven acquisition channels.
Early-stage companies (just post-Product-Market Fit) should invest differently than established players pursuing market dominance.
Explore the Lifecycle Stages of the SaaS CMO in our blog "4 Lifecycle Stages of the SaaS CMO Service."
How Much Should You Spend? Use This Free B2B SaaS Marketing Budget Calculator👇
Kalungi has helped 75+ B2B SaaS companies set the right marketing investment levels for exponential growth.
Use our free marketing budget calculator to estimate your ideal spend based on your ARR and growth goals.
Ready to Build Your Marketing Budget?
Once you've answered these three questions, you're ready to create a focused, effective budget.
Need a little more guidance?
However, if you still need some more information before you get going, be sure to check out this blog post on marketing budget for SaaS companies for more advice on how to make the most of your marketing dollars.
Or, download your free B2B SaaS Marketing Budget Template to:
- Set clear budget goals.
- Forecast your spend across major categories.
- Track performance and optimize over time.
Need Help Building Your B2B SaaS Marketing Engine?
Setting the right budget is just the beginning. If you want expert support to build and scale a full marketing function, faster and more effectively, Kalungi is here to help.
Book a free discovery call with our team to learn how we’ve helped hundreds of B2B SaaS companies grow with proven, stage-based marketing strategies.
Get Your B2B SaaS Marketing Budget Template Here👇
