B2B

This article kicks off a four-part series on how B2B companies can allocate their marketing budgets across Paid, Earned, Owned, and Shared Media. In this first installment, we focus on Owned Media, specifically the foundational role of the website. Every B2B leadership team eventually faces the same question: How much should we spend on marketing? There’s no single right answer. The ideal budget depends on a range of factors, including your industry, growth stage, business go