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Study: B2B Marketing Budget Allocation

B2B Marketing Budget Allocation: Striking the Perfect Balance Between Paid Ads and Paid Partnerships

The marketing landscape is constantly evolving, and B2B companies are facing more challenges than ever when it comes to allocating their marketing budgets. With a plethora of channels and strategies to choose from, it's essential for businesses to make informed decisions on where to invest their resources. One of the most pressing questions in B2B marketing today is whether to prioritize paid ads or paid partnerships.

In this post, we will explore the pros and cons of each approach, analyze data from a recent survey conducted by Databox, and provide actionable insights on how B2B companies can allocate their marketing budgets effectively. Read on to learn how to strike the perfect balance between paid ads and paid partnerships.


Section 1: The Case for Paid Ads

Paid ads are an essential component of any B2B marketing strategy. They offer several advantages, including increased reach, precise targeting, and measurable results. Let's dive deeper into the benefits of paid ads for B2B companies:

Increased Reach: Paid ads allow businesses to reach a broader audience across various platforms, such as Google, Facebook, LinkedIn, and more. With the right targeting, B2B companies can ensure that their ads are shown to decision-makers within their target industries, increasing the chances of generating quality leads.

Precise Targeting: One of the major strengths of paid ads is the ability to target specific demographics, industries, and even job titles. This level of targeting helps B2B companies connect with the right audience and achieve higher conversion rates.

Measurable Results: Paid ads provide detailed metrics and data that allow businesses to track their campaigns' performance and ROI. This information can help B2B companies optimize their marketing budgets and strategies over time.

Section 2: The Case for Paid Partnerships

While paid ads can deliver excellent results, paid partnerships are another effective marketing channel for B2B companies. These partnerships can take various forms, such as influencer collaborations, co-branded content, and sponsored events. Here's why paid partnerships can be a valuable addition to your B2B marketing strategy:

Enhanced Credibility: By partnering with well-known industry influencers or reputable companies, B2B brands can leverage the trust and credibility of their partners. This association can help establish the brand as a thought leader in their industry and attract more leads.

Access to New Audiences: Paid partnerships provide B2B companies with the opportunity to tap into the audience of their partners. By collaborating with businesses or influencers with a complementary target market, B2B companies can expand their reach and gain access to potential clients that they might not have connected with through paid ads alone.

Long-term Relationship Building: Unlike paid ads, which are often transactional, paid partnerships can lead to long-term relationships and ongoing collaborations. These relationships can benefit both parties and create a continuous stream of leads and referrals over time.

Section 3: Databox Survey Insights

To understand how B2B companies allocate their marketing budgets between paid ads and paid partnerships, Databox conducted a survey of marketing professionals across various industries. The survey results provide valuable insights on how businesses are finding the right balance between these two strategies.

Majority of B2B Companies Use a Mix of Paid Ads and Paid Partnerships: According to the survey, 62% of B2B companies are using a mix of paid ads and paid partnerships in their marketing efforts. This indicates that businesses are recognizing the benefits of both approaches and are leveraging them to achieve their marketing goals.

B2B Companies Prioritize Paid Ads: Of the survey respondents, 33% reported that their companies allocate more budget to paid ads, while only 5% prioritize paid partnerships. This suggests that, while both strategies are being utilized, paid ads remain the primary focus for most B2B businesses.

3.3 The Importance of Finding the Right Balance: The survey data highlights the need for B2B companies to strike a balance between paid ads and paid partnerships. Businesses that can effectively allocate their marketing budgets to leverage the strengths of both strategies are likely to see better results and higher ROI on their marketing investments.


Section 4: Tips for Allocating B2B Marketing Budgets Effectively

Now that we've explored the benefits of paid ads and paid partnerships, let's discuss some actionable tips to help B2B companies allocate their marketing budgets effectively:

Assess Your Marketing Goals: Before allocating your budget, it's crucial to identify your marketing objectives. Are you aiming to increase brand awareness, generate leads, or drive sales? Your goals will help guide your budget allocation decisions and ensure that your marketing efforts are focused on achieving your desired outcomes.

Analyze Your Target Audience: Understanding your target audience is key to determining which marketing channels will be most effective. Consider the demographics, industries, and job titles of your ideal clients, and allocate your budget accordingly to reach them through the most relevant channels.

Experiment and Optimize: The key to finding the perfect balance between paid ads and paid partnerships is experimentation. Test different strategies, platforms, and partnerships to determine what works best for your business. Continuously analyze the results and optimize your campaigns to maximize your ROI.

Measure and Track Performance: Keep a close eye on the performance of your marketing campaigns, both in terms of paid ads and paid partnerships. Use the data gathered from your campaigns to make informed decisions on future budget allocations.

Diversify Your Marketing Channels: Don't rely solely on paid ads or paid partnerships. Instead, diversify your marketing efforts to include other channels, such as email marketing, social media, content marketing, and SEO. A well-rounded marketing strategy will help you reach a wider audience and improve your chances of achieving your marketing goals.


Allocating a B2B marketing budget is a complex process that requires a thorough understanding of your business goals, target audience, and the strengths and weaknesses of different marketing channels. By finding the right balance between paid ads and paid partnerships, B2B companies can maximize their marketing ROI and achieve their desired outcomes.

As we've seen from the Databox survey, most B2B companies are using a mix of paid ads and paid partnerships, but paid ads remain the primary focus. By following the tips outlined above, businesses can experiment with different strategies, optimize their marketing efforts, and find the ideal balance between these two powerful marketing channels.

Mahdlo Executive Advisors: A Databox Partner Delivering Real-Time Data to Clients


As a Databox partner, Mahdlo Executive Advisors is uniquely positioned to help B2B companies make the most of their marketing efforts. By leveraging the power of Databox's platform, we provide our clients with real-time data and insights that enable them to optimize their marketing strategies and achieve better results.

5.1 Real-Time Data Access: With Databox, our clients can access their marketing performance data in real-time, allowing them to make informed decisions and quickly adjust their strategies based on the latest trends and results. This ensures that our clients always stay ahead of the curve and maximize their marketing ROI.

5.2 Customizable Dashboards: Mahdlo Executive Advisors works closely with clients to create custom Databox dashboards that display the most relevant and essential metrics for their businesses. This enables our clients to track the performance of their marketing efforts at a glance and focus on the key performance indicators (KPIs) that matter most to their goals.

5.3 Expert Guidance and Support: As a Databox partner, we offer expert guidance and support to help our clients navigate the complexities of marketing budget allocation. From finding the right balance between paid ads and paid partnerships to implementing effective strategies across various channels, our team of seasoned professionals is committed to helping clients achieve their marketing goals.


If you're a B2B company looking to optimize your marketing budget allocation and maximize your ROI, Mahdlo Executive Advisors is here to help. Schedule a discovery call with our team today to discuss your unique needs, goals, and challenges, and learn how our expertise as a Databox partner can help you drive better results and grow your business.

Don't miss the opportunity to transform your marketing efforts and achieve the perfect balance between paid ads and paid partnerships. Contact Mahdlo Executive Advisors today, and let's embark on a journey to marketing success together.