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Dennis Damen / Merkstrategie
A well thought -out marketing budget gives direction, priority and strength. It connects your ambition to concrete actions and helps you make substantiated choices. Not only for today, but also for long -term growth.
Start with your goal
An effective marketing budget starts with a clear goal. Do you want to build brand awareness? Generate more leads? Conquer a new market? Your ambition determines your route and your resources. Only when you know where you are working towards, can you estimate which activities are needed, what they can cost and what they can deliver. Therefore it's essential to formulate clear goals. This allows you to budget in a targeted manner, include it in your annual budget and, if necessary, provide substantiated approval of FAQs to management or MT.
Make goals measurable: KPI's
Once your goals are clear, you can link your marketing budget to concrete KPIs (key performance indicators); Measuring points that provide insight into the effectiveness of your efforts. Think of:
- Number of leads per month
- Growth in website traffic
- Conversions per campaign
- Search traffic and click ratios
Measuring is knowing. KPIs, dashboards and regular reports ensure that you constantly have insight into what works and where you can adjust. This way your brand grows with every campaign and you get a grip on your optimum marketing budget: for now and in the future.
In short: goals provide direction → KPIs make it measurable → budget makes it possible.
What do you use marketing budget for?
Your marketing budget consists of more than just advertisements. Think of:
- Strategy: brand positioning, target group analysis, competition analysis
- Creation: Design, Copywriting, Photography, Video, Content Production
- Distribution: Paid media such as Social Ads, Google Ads, Banners, SEA/SEO
- Technology: Tools, CRM, e-mail marketing software, AI tools
- Activation: Campaigns, Promotions, Influencer Marketing
- Events: Open Day, Webinars, Network Bee Enass
- Sponsoring & Partnerships: aimed at visibility or association
- Partners: agencies and freelancers
- Marketing staff: can be part of the marketing budget, but that depends on how you structure the budget.
At Vandeez, we help you structure your budget wisely, based on impact, not instinct. So your marketing budget performs where it truly matters.
How do you determine the correct budget?
There are several routes, each with their pros and cons:
- Turnover percentage
fast and common: a fixed percentage of your turnover.
• Startups: 10-20%
• Growth phase: 5–10%
• Adult brands: 3–5% - Targeted
Budget based on the activities needed to achieve your goals.
Strategically strong, but requires preparation and clarity. - Competition -oriented
Budgets mirroring competitors. Practical, but often based on assumptions. - Cost-per-Lead
Focused on lead generation. Efficient, but less eye for brand building. - ROI-based
Budget tailored to desired efficiency. Strong by accountability, but difficult without historical data.
Our approach for a customized budget
No standard formula, no 'one-size-fits-all'. We believe in customization based on your brand, market and ambitions. Our approach:
- Analysis of your brand position and growing goals
- Translation into a strategic brand and activation plan
- Budget distribution between short and long term
- Realistic estimate of costs and impact
That way you not only know how much you are investing, but especially why and what it yields.
Ready for a marketing budget that really works?
Whether you launch a new brand, want to strengthen your market position or scale up internationally, we help you with strategy, creation and smart budget choices. Want to know more? Contact us for a non-binding advice.
