A new report from B2B demand generation firm Vereigen Media benchmarks how software-as-a-service companies allocate marketing budgets as the sector scales toward a projected $600 billion to $650 billion valuation by 2030, up from an estimated $310 billion to $330 billion in 2025.
The SaaS Demand Generation Spend Analysis Report, published July 31, 2026, breaks down sales and marketing investment by company stage. Early-stage SaaS companies devote 40% to 60% of revenue to sales and marketing, the report found, while that share narrows to 25% to 40% for growth-stage companies, 18% to 28% for scale-stage companies, and 10% to 22% for public and product-led growth companies.
Within marketing budgets specifically, the report allocates 25% to 35% toward paid digital demand generation, 15% to 25% toward content, SEO, and thought leadership, and 8% to 12% toward marketing technology, a category that includes AI-powered personalization tools, account-based marketing platforms, and intent data providers. Partner marketing and events account for the remaining share.
Regionally, the report places North America at 45% to 50% of global SaaS marketing spend, with Europe at 20% to 25% and Asia-Pacific growing fastest at an 18% to 22% compound annual rate.
The report also states that lead quality, revenue contribution, and deal velocity have replaced lead volume as the primary measures marketing teams use to judge campaign success, reflecting a shift among B2B software companies toward outcome-based marketing metrics as AI tools take on more demand generation work.
Source: GlobeNewswire - https://www.globenewswire.com/news-release/2026/07/31/3336840/0/en/SaaS-Demand-Generation-Spend-Analysis-Report-Highlights-Precision-Led-Marketing-Strategies-as-Global-SaaS-Market-Set-to-Reach-USD-600-650-Billion-by-2030.html