"The cost of not marketing is much greater than the cost of marketing."

One of the most important aspects of growing a successful business is allocating resources effectively. This includes not only budgeting for development and customer acquisition, but also for marketing. However, determining the right amount to spend on marketing can be a tricky task. In this article, we will be diving into the question of how much SaaS companies should be spending on marketing, and uncovering some of the hidden costs that may be overlooked.

When I first started DataDab, I, like many other SaaS companies, struggled with understanding how much to invest in marketing. According to a survey by G2 Crowd, SaaS companies on average spend 7-8% of their revenue on marketing. However, this number can be higher for companies in the early stages of growth, as they need to invest more heavily in building brand awareness and acquiring customers. In our case, during our first year, we allocated around 15% of our revenue towards marketing, and it proved to be a wise decision as it helped us gain traction and establish ourselves in the market.

One hidden cost that many SaaS companies overlook is the cost of customer acquisition. While it may seem straightforward to calculate the cost of a lead or customer acquisition, there are a number of additional expenses that can add up. For example, the cost of creating and distributing content, such as blog posts, webinars, and ebooks, can be significant. Additionally, the cost of running paid advertising campaigns, such as Google AdWords or Facebook Ads, can quickly add up. At DataDab, we have learned that creating valuable and informative content not only helps in acquiring customers but also in retaining them. We invest a significant amount of resources in creating content that resonates with our target audience and has proven to be an effective marketing strategy for us.

Another hidden cost to consider is the cost of customer retention and expansion. While it may seem counterintuitive, investing in retention and expansion can actually save a company money in the long run, as acquiring new customers can be much more expensive than retaining existing ones. This can include expenses such as creating personalized onboarding experiences, offering special deals and promotions to existing customers, and investing in customer success teams. At DataDab, we have a dedicated customer success team that ensures our customers are satisfied and retain with us for a longer period. This not only helps in reducing customer acquisition cost but also helps in expanding our customer base through word of mouth.

It's also important to remember that a SaaS company's marketing spend doesn't have to be limited to traditional advertising and promotion. In fact, investing in product development and customer support can also be a form of marketing. This is known as product-led growth, where the focus is on creating a product that is so good, it markets itself. By investing in features that directly addresses the pain points and needs of the target audience, a SaaS company can create a product that is so valuable that it generates word-of-mouth advertising and organic growth. At DataDab, we have seen this firsthand with one of our clients, who invested in product development and saw a significant increase in organic growth and customer retention.


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One great example of a SaaS company that allocates their marketing budget effectively is HubSpot. According to their financial reports, they allocated around 30% of their revenue towards sales and marketing in 2022, which is higher than the industry average of 7-8%. This investment paid off, as they generated $1.63 billion in annual recurring revenue, a 33% increase year-over-year. A significant portion of this budget was allocated to creating valuable and informative content, such as blog posts, webinars, and ebooks. This content not only helped to attract new customers, but it also helped to educate and retain existing ones. In addition to content marketing, HubSpot also allocated a portion of their budget to paid advertising, such as Google AdWords and Facebook Ads, as well as events and trade shows to increase brand awareness.

Salesforce is another brilliant example. They allocated around 25% of their revenue towards sales and marketing in 2022, which helped them generate $30.2 billion in annual revenue, a 25% increase year-over-year. A significant portion of this budget was allocated to product development, which helps them stay ahead of the competition and continue to attract new customers. They also invested in building a strong brand, which is evident in their high-profile events and advertising campaigns. Additionally, Salesforce allocated resources for customer support and education, which helps to retain customers and improve customer satisfaction.

Another example of a SaaS company that allocates their marketing budget effectively is Zoom. They allocated around 20% of their revenue towards sales and marketing in 2022, which helped them generate $4.1 billion in annual revenue, a 355% increase year-over-year. A significant portion of this budget was allocated to product development, which helped them to stay ahead of their competitors and attract new customers. They also invested in building a strong brand by providing a seamless user experience and high-quality customer support. Additionally, they allocated resources for online and offline marketing campaigns and events, which helped to increase brand awareness and attract new customers.


Determining the right amount to spend on marketing for a SaaS company can be a tricky task. It's important to consider not only the cost of customer acquisition, but also the hidden costs of retention and expansion, and even product development. The key is to strike a balance between investing in growth and being mindful of the bottom line.

At DataDab, we have learned that with the right strategy, a SaaS company can achieve success while keeping marketing costs under control. And it's our mission to help our clients achieve the same success by guiding them through the process of allocating their resources effectively and uncovering hidden costs in their marketing efforts. We understand that every business is unique, and therefore, every marketing strategy should be tailored to the specific needs and goals of the company. By taking a holistic approach to SaaS marketing and considering all aspects, from customer acquisition to product development, we help our clients achieve sustainable growth and long-term success.