Comparing Popular B2B Expansion Frameworks in 2026

This is how this is how the economy works. We have to have viable items that speak to viable customers, therefore uh customers this next year, they're going to be buying, but they're going to be more worth inspecting. They are gon na the rates have gone up and they're not gon na decrease.

It's it's simply more this is the new This is just how it is now pricing floor, if you will. Caleb Agee: 3:56 Yeah, so they're adjusting their budgets to account for due to the fact that all of 25, they were like, whoa, what's going on?

It didn't go down, it just flattened and however your interest rates and your huge purchases are less frightening. Brandon Welch: 4:16 Yeah. I believe people understand what they're gon na be. So there's a little bit more planning, um, and we'll just call it sobriety in the decision-making procedure. Caleb Agee: 4:24 Yeah, so we got to focus, consumers are gon na be worth scrutinizing, more danger mindful, um, and then they'll be less tolerant of friction and uncertainty.

Uh, one is how much should your company be investing on marketing? Uh, the 2nd is gon na be subtleties and method, how you need to position yourself in 2026 versus years past.

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Yeah. Uh by the end of that, you're going to match that with in 2015's how to make a marketing strategy, or perhaps your really own copy of the Maven Marketer. You just develop your marketing plan uh over Christmas break, reading your hundred and no, sorry, 2 hundred and forty-eight pages of marketing.

Um yeah. Um, hello, you know what? Person to make a comment about uh something you're altering your 2026 marketing uh is gon na get a copy of the Maven Marketer, thanks to Nate, the cam guy.

Caleb Agee: 5:32 We're gon na just ship a ship a Nate in a box and it'll just pop out and hint. Brandon Welch: 5:36 Let's dive in. We have actually got 4 areas to cover. So, how much should your business be invested costs on marketing? Um, this is a packed question, and everyone who gets asked that in our industry goes, Well, it depends.

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Um, the average organization in America is investing seven to eight percent on marketing each year as a percentage of annual profits. Now some of you just went, is that all? And some of you went, holy crap, what are you trying to do? Yeah, yeah. So we're gon na break that down here in a 2nd.

That's an average based upon US marketing spin. And then um the SBA said seven to 8 percent on any uh roundabouts or near 5 million pursuing growth is how they framed that. Brandon Welch: 6:24 So this is gon na nuance by industry, not since the actual marketing spend most likely ought to subtlety like what it requires to make things take place, however since margins are different in every industry.

So um we're gon na go line by line with that. I want to I desire to just reset if you are the the person or if you are working for a person, or if you have to report to the individual who's going, yeah, but uh, if we spend 7.7% of our spending plan, how do we understand it's working? We're going to get there.

The big idea is that business that um become popular, favored, and well-trusted before the sale, they win in the marketing and advertising video game, and they win in the development game. There was an extremely, really big research study called The Long and the Short of It, done by Les Bennett and Peter Field.

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They took a scientific technique, studied billions of dollars worth of advertising over a long period of time, and they they brought out a grand conclusion that if you are popular, liked, and relied on from an emotional level, if individuals like you and think in you before the sale, you will not see that return on investment this 2nd.

That is big, huge service things, but it also directly applies to your uh owner-operated company. And less because uh because research study was famous for stating if brands are constructed over years, we all know it takes a while to construct a brand. Like Nike didn't end up being Nike or Apple didn't end up being Apple or you know, any of these huge brand names we love.

So if you desire that to be true for your company, that's that's the foundation. Caleb Agee: 8:36 Yeah. We're gon na rapidly go through simply some benchmarks of marketing spend for various industries. And uh hopefully you fall under one of these. If not, you could probably discover triangulate. Yeah, you could you might discover some relatable uh industries, and we're simply gon na go through these and then we're gon na speak about how this changes in your your given scenario.

Uh a/c criteria typically cite seven percent of top line earnings. So uh professional services, believe consulting, think agencies, think a lot of B2B, uh 10 to 12 because it's presumed that there's higher margin in the product itself. Yeah. Um and but likewise top line incomes tend to be lower in those markets.

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Uh, and then uh medical centers, one to five percent. Brandon Welch: 9:31 The medical group management association states one to five percent. Um, there's sometimes a lot of retail connected up in there, but there's also a lot of um there's a lot of overhead medical practices.

And they tend to be on the more commoditized scale. Individuals know what they need, so you're just trying to be the one on the list that individuals choose. So that's right. Uh yeah. Go on. Oral offices. Caleb Agee: 9:54 Oral workplaces, um, 4 to 7 percent. That's from oral economics.

Brandon Welch: 10:04 We work with one of the most prominent leaders in that area, and they they typically cite in their company like 2 to 3 percent. Um car repair work stores are four to 5 percent, same thing.