#198: B2B Marketing Budget Allocation: The Sustainable Way Small Teams Should Do It

Episode notes

B2B Marketing Budget Allocation: The Sustainable Way Small Teams Should Do It If your marketing budget keeps getting cut or ignored, it’s not you - it’s the model. In this episode, we break down a practical B2B marketing budget allocation for small teams. We explain why top-down and bottom-up alone fall apart, how to validate messaging before you buy reach, and how to shift from BOFU-only spend to a balanced brand + demand mix that compounds. We share the path we use with our 5 BEs framework - start lean and organic, prove the message, then use paid to amplify. You’ll hear realistic ROI guardrails, when to rebalance spend, and how category (established vs new) should change your split. Tune in and learn: + How to avoid the top-down and bottom-up budget traps + The “validate, then amplify” approach that saves cash and increases impact + ROI ranges and a stepwise shift from BOFU to demand + brand If you’re a B2B marketer in a small team, this is the clearest way to plan and defend your budget - and actually deliver revenue impact. - Links + CTAs - Need help running your own LinkedIn Thought Leadership Ads? Learn how to drive revenue across your organisation with CRO School:

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