Annual marketing budget X 0.16 = Event marketing budget

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Gartner found companies spend an average of 17.1% of marketing budgets on event marketing, while Amex found the number to be closer to 14%. This is on the rise, especially in the past two years. A Zuddl survey found that over 50% of marketers expect budget increases.

Of course, this number depends on many factors. What’s your industry? What is the goal and ROI of each event? Is the budget offset by ticket or sponsor revenue? Is your event in-person, virtual, or hybrid? Take all of these questions into consideration as you plan.

Event Marketing Budget Formula
Let’s take a ballpark percentage of 16% and calculate your event marketing budget from it.


So if your marketing budget is $1 million, calculate 1M X 0.16 = $160,000 to estimate a good event budget.

What does an event marketing budget go toward?
Calculating a budget based on an industry average guatemala whatsapp number database only gets you so far. To propose a realistic budget, you also need to research the estimated expenses to pull off your vision.

According to Knowland’s 2023 State of the Meetings Industry, increasing event expenses is one of the biggest concerns for event organizers. Almost half (46.3%) of event professionals said rising costs are their biggest obstacle when planning events.

Here’s how Zuddl found B2B companies broke down their event budgets.

event marketing budget breakdown