> [!meta]- Document Info > **Author**: [[Carilu Dietrich]] > **Full Title**: B2B Marketing Budget Benchmarks > **Category**: #articles > > **Summary**: A tops-down view of where we spend $ > > **Source**: [Original URL](https://www.carilu.com/p/b2b-marketing-budget-benchmarks) ## 📄 Full Document → [[B2B Marketing Budget Benchmarks]] ## 🔦 Highlights & Commentary - I [wrote recently](https://www.carilu.com/p/abm-and-ai-help-marketing-do-2x-more) about how only 5% of your ideal customers are in market at any period of time. We continue broad-market awareness marketing to be top-of-mind when the 95% get ready to buy. ([View Highlight](https://read.readwise.io/read/01hf7ygf5z5xv6v9r3rjjhm0s6)) - 75% of buyers' journeys in B2B happen before they even engage with your company, and only 3% of website visitors fill out a form. So there’s a massive dark funnel component we just can’t see. The change in cookie preferences over the years has made it harder to track, correlate, and de-anonymize users. ([View Highlight](https://read.readwise.io/read/01hf7yhh0r9jk1ccr54cy0b6nm))