Companies with under $10 million in revenue spend 13.3% of it on marketing, while those with $100 million to $499 million spend 5.9%, according to the 2026 CMO Survey run by Duke's Fuqua School of Business with Deloitte and the American Marketing Association. The same build therefore lands very differently: an average Clutch-reviewed web design project of $38,105 is about 5.7% of a year's marketing for a $5 million company and well under 1% for a $250 million one.
This page collects the dated numbers behind a B2B website budget: how much companies spend by size, how much of the work goes to outside firms, what agencies charge against what developers earn, and how many pages B2B sites really carry. The budget and rate figures come from surveys and directories we opened on 20 October 2026; the page counts come from our own count of 29 sitemaps on the same day.
What B2B companies spend on marketing, by size
The CMO Survey asks US marketing leaders what share of company revenue goes to marketing. Its January 2026 wave drew 308 responses from 2,111 invited leaders, 97% of them VP level or above, and its firm breakout splits the answers by revenue band. The same breakout reports the share of digital marketing work done by external agencies, partners and services, which is the closest published measure of how much website and campaign work is bought in.
| Company revenue | Marketing spend, % of revenue | Respondents | Digital marketing done externally | Respondents |
|---|---|---|---|---|
| Under $10 million | 13.3% | 20 | 28.5% | 26 |
| $10 to $25 million | 17.4% | 15 | 24.7% | 18 |
| $26 to $99 million | 11.1% | 18 | 25.8% | 24 |
| $100 to $499 million | 5.9% | 34 | 29.4% | 45 |
| $500 to $999 million | 6.9% | 17 | 38.8% | 17 |
| $1 to $9.9 billion | 5.7% | 33 | 43.6% | 46 |
| $10 billion or more | 9.5% | 15 | 40.0% | 20 |
| All companies | 9.0% | 154 | 33.6% | 198 |
Source: The CMO Survey Firm and Industry Breakout Report 2026, pages 28 to 30 and 124 to 126, fielded 7 to 29 January 2026
By sector, B2B product companies report 7.0% of revenue and B2B services companies 10.1%. Among industries, technology, software and platform companies report 10.6% and manufacturing 5.6%. Gartner's 2026 CMO Spend Survey, whose 401 respondents mostly work at companies above $1 billion in revenue, puts the average at 7.8% of revenue, up from 7.7% in 2025, with 56% of CMOs saying they lack the budget for their 2026 strategy, as reported by Communicate.
What one website build costs against that budget
A marketing budget pays for people, media, software and events, so the website competes with all of them. The table converts the CMO Survey band averages into a budget and sets Clutch's two average project costs against it. It is arithmetic, not a survey answer, and a real company will sit above or below its band.
| Example company revenue | Marketing budget at band average | $38,105 design project | $66,499 development project |
|---|---|---|---|
| $5 million | about $667,000 | 5.7% | 10.0% |
| $20 million | about $3.5 million | 1.1% | 1.9% |
| $60 million | about $6.7 million | 0.6% | 1.0% |
| $250 million | about $14.7 million | 0.3% | 0.5% |
Source: The CMO Survey Firm and Industry Breakout Report 2026; Clutch web design and web development pricing guides, updated 2026-09-21; arithmetic ours
For a small B2B firm, a site rebuild is one of the largest single marketing purchases of the year, which is why scope discipline matters most there. For a company past $100 million, the build fee is rarely the constraint; Webflow's 2024 State of the Website report, a vendor survey of marketing leaders at organisations with at least 50 employees in the US and Canada, put average annual spend on website teams and software at $1.6 million. That number includes staff and tools, not only builds, and it comes from a company that sells a website platform.
Who does the work: in-house, outsourced or both
Sagefrog, a B2B marketing agency, surveys B2B marketers each year. In its 2025 report, 48% combined in-house and outsourced marketing, 36% kept it in-house and 16% outsourced it, and 94% of those who outsourced called it effective. The leading reason for outsourcing was comprehensive strategy and execution, at 33%, ahead of access to tools at 19% and specialised skills at 18%. Cost-effectiveness came last at 3%. Its sample leans small: 41% of respondents worked at companies of 50 to 249 employees and 11% at companies above 250. An agency's survey of buyers is not neutral, so read the satisfaction figure with that in mind.
The CMO Survey numbers point the same way from the other end. Companies below $100 million in revenue send roughly a quarter of their digital marketing work outside, and companies above $500 million close to two fifths. Bigger firms buy more outside help, but they also spend a smaller share of revenue on marketing overall.
What agencies charge, and what developers earn
Directory and wage data give three reference points. Our post What a B2B Website Costs in 2026: Agency, Freelancer and In-House Ranges by Page Count already sets out Clutch's country-by-country rate bands, and How Webflow Agencies Price Builds in 2026: 33 Published Rate Cards Compared covers Webflow studios, so this table keeps to the headline figures and adds the wage side.
| Measure | Figure | Source and date |
|---|---|---|
| Average web design project | $38,105, about 7 months | Clutch, updated 2026-09-21 |
| Average web development project | $66,499, about 9 months | Clutch, updated 2026-09-21 |
| Shortlisted web design companies, US, Canada, Australia | $100 to $149 an hour | Clutch, updated 2026-09-21 |
| Typical web development company rate | $25 to $49 an hour | Clutch, updated 2026-09-21 |
| US digital marketing agencies, average | $115 an hour | DesignRush, 16,297 agencies, 2025-10-16 |
| All agencies worldwide, average | $99.62 an hour | DesignRush, 2025-10-16 |
| US web developer, mean wage | $47.49 an hour, median $44.54 | BLS OEWS, May 2025 |
| US web and digital interface designer, mean wage | $56.49 an hour, median $50.00 | BLS OEWS, May 2025 |
Source: Clutch pricing guides; DesignRush via Newsfile; BLS Occupational Employment and Wage Statistics series OEUN000000000000015125403 and OEUN000000000000015125503
Two cautions. First, the DesignRush release says the US average is 28% above the global one, but $115 against $99.62 is about 16% higher; we report the two rates and not the percentage. Its figures cover digital marketing agencies listed on a marketplace, a proxy for web studios. Second, Clutch's $25 to $49 development band is the rate most listed agencies charge worldwide; the same guide puts development companies in the US, Canada and Australia at $100 to $149, the same as design.
The ratio between billed rate and wage is the useful number. A US agency charging $100 to $149 an hour bills about 2.1 to 3.1 times the mean web developer wage. The gap is not profit: it pays for benefits, unbilled hours, project management, QA, sales, software and office costs before any margin. A quote with a very low ratio usually means offshore staff, a junior team or work that is not on the estimate.
How many pages a B2B website has
Page count is the first number buyers ask about and the one no survey publishes, so we counted. On 20 October 2026 we read the robots.txt and XML sitemaps of 29 B2B software companies: Tuple, Raycast, SavvyCal, Plausible, Dub, Tally, Loops, Fathom, Attio, Cloudflare, Linear, Resend, Gong, Retool, Cal.com, Vanta, Datadog, Clerk, Rippling, Ramp, monday.com, Zendesk, Intercom, Vercel, Twilio, Atlassian, PostHog, Okta and Snowflake. Together they list 394,812 URLs. We removed other hostnames, query-string URLs, files and translated versions, then sorted the remaining English URLs by top folder.
| Site size | Sites | Median English URLs | Median in blog, resources, docs or CMS folders | Median other pages | Range of other pages |
|---|---|---|---|---|---|
| Under 1,000 URLs | 9 | 258 | 83.3% | 44 | 22 to 143 |
| 1,000 to 4,999 URLs | 12 | 2,758 | 80.5% | 411 | 46 to 1,646 |
| 5,000 URLs or more | 8 | 9,692 | 83.2% | 1,647 | 63 to 14,495 |
| All 29 sites | 29 | 2,265 | 80.5% | 201 | 22 to 14,495 |
Source: Octo Agency count of public robots.txt and sitemap files, read 2026-10-20
"Other pages" covers product, solution, pricing, company, legal and campaign pages, and also programmatic sets such as Ramp's vendor pages or Cal.com's workflow pages, so it overstates the hand-designed core. Sitemaps are also incomplete: some sites leave pages out, and Cloudflare's main sitemap lists only 1,011 URLs. Treat the table as an order of magnitude, not a census.
Three patterns hold anyway. Most URLs are generated from a few templates: blog posts, help articles, integrations, customer stories and job listings. Translation multiplies size: nine of the 29 publish localised versions, and at Okta 93% of listed URLs are localised. And the hand-built marketing core is small: a median of 44 other pages on the smallest sites and a few hundred on mid-size ones.
That is why page count predicts cost badly. A 300-page site with four CMS templates can cost less than a 40-page site in which every page has its own layout. Website Redesign Statistics 2026 covers how often companies rebuild and what they expect to pay for it.
Where web budgets go wrong
The overrun data is thin and mostly vendor-sourced. Webflow's 2026 State of the Website report, run with Vanson Bourne among 1,000 marketing and technical leaders in the US, Canada and UK, found that 28% of organisations always deliver web projects on time and within budget and that 92% see update requests growing in size and complexity. Webflow sells the platform it recommends as the fix, so the direction of the finding is more useful than its precision.
The CMO Survey adds a budget reason. Marketing spending grew 1.7% over the prior 12 months, the slowest since 2021, and when profits fall short, marketing is cut 45.4% of the time ahead of other expense categories. A website plan that assumes next year's budget will rise is the one most likely to stall halfway.
What this means for your website budget
Start with company size, not a price list. A firm under $25 million in revenue that spends 13% to 17% of revenue on marketing can treat a $40,000 build as a major line and should buy a tight core with reusable templates. A firm above $500 million will usually hand more of the work to agencies, and the build fee matters less than the team and tools that run the site afterwards.
Then size the job by templates and collections, not URLs. The median B2B software site in our count lists over 2,000 English URLs, but most come from a handful of CMS templates. Ask every bidder for the template count, the collection list and the hourly rate behind the total, and compare the rate against wage data: a figure far below two times the local developer wage is a reason to ask who is doing the work.
We build marketing sites in Webflow and quote per project after scoping, so read the platform references here with that bias in mind. Our marketing websites service page explains how we scope a build.
