A Practical B2B Perspective
How Much Is Too Much?
The Question Every B2B Business Asks.......
It usually starts with a simple question in a boardroom.
“Do we really need to spend this much on marketing?”
The realistic number for growth is around ₹8,00,000 per year.
To some, it feels excessive.
To others, it feels like a gamble.
And to many B2B businesses, it feels safer to hire people instead.
Let’s pause here—and look at this decision the way it actually plays out in the real world.
The ₹8 Lakh Dilemma: People vs Performance
Imagine a growing B2B company—solid product, capable sales team, ambitious growth targets.
They have ₹8 lakh allocated for “marketing.”
Option 1: Hire In-House
With ₹8 lakh annually, you can typically hire:
2 junior-to-mid-level resources
₹4 lakh per person per year
Roles often include “digital marketer,” “content executive,” or “social media manager”
On paper, this feels logical.
Two people. Full-time. Dedicated.
But here’s what’s not included in that ₹8 lakh:
No ad budget
No Canva Pro or Adobe Suite
No email marketing software
No WhatsApp marketing tools
No CRM or automation tools
No analytics or reporting platforms
No laptops or performance-ready systems
No paid media expertise
No SEO depth
No strategic oversight
In short, you’ve paid salaries—but not built a marketing engine.
Option 2: The Same ₹8 Lakh — with Thumb360
Now let’s look at the same ₹8 lakh, deployed differently.
Annual Marketing Investment: ₹8,00,000
This includes:
₹30,000 per month ad budget
Split strategically between Google Ads & Meta (Facebook & Instagram)
₹3.6 lakh annually in paid media alone
Focused on demand capture, retargeting, and lead generation.
The remaining investment gives you access to a full-stack B2B marketing team, not just two individuals. This includes specialists across:
Strategy and growth planning
Paid media and performance marketing
B2B content and conversion-focused copywriting
Visual design and creative execution
Data, analytics, and performance optimisation
Lead funnel structuring and conversion rate optimisation
Ongoing Tech Enablement & Support
Training sessions
In addition, the engagement includes access to enterprise-grade tools and software that are otherwise expensive and complex to manage in-house, such as:
Professional design suites (Canva Pro, Adobe Creative Suite)
Paid media and analytics platforms
Email and WhatsApp marketing automation tools
Funnel tracking, CRM integrations, and reporting dashboards
Testing, optimisation, and performance monitoring tools
Monthly Report for campaign optimizations
All of this works together with a single objective:
consistent brand visibility partnered with predictable, scalable lead generation.
Why This Matters in B2B (More Than B2C)
B2B buying cycles are longer.
Decision-makers are more cautious.
Trust matters more than virality.
Which means digital marketing in B2B is not about “posting regularly.”
It’s about:
Being visible at the right time
Appearing credible before the first sales call
Capturing high-intent leads
Supporting the sales team with qualified inquiries
Without digital marketing:
Your sales team works harder for fewer leads
Your brand depends only on referrals
Your growth becomes unpredictable
Brand Awareness Is Not Optional Anymore
In B2B, people research before they respond.
They Google you.
They check LinkedIn.
They scan your website.
They notice your consistency—or the lack of it.
Digital marketing ensures:
Your brand shows up repeatedly
Your expertise is visible
Your business looks larger and more established than it actually is
This “invisible trust-building” is what shortens sales cycles.
Lead Generation: The Real ROI Driver
The most important outcome of B2B digital marketing is lead generation.
With a structured ₹30,000 monthly ad budget:
Google captures high-intent search leads
Meta builds awareness and retargeting pools
Data continuously improves performance
Cost per lead becomes predictable over time
This is not guesswork.
This is controlled, measurable growth.
The 5× ROI Reality
Let’s talk numbers—conservatively.
If your annual marketing spend is ₹8 lakh:
A 5× return means ₹40 lakh in influenced or direct revenue
In B2B, this could mean:
8–10 quality clients
3–4 enterprise deals
Or even 1–2 high-ticket conversions
The math works only when strategy, execution, and ads work together.
The Hidden Advantage of an Agency
When you hire internally:
You get two perspectives
Limited experience range
Skill gaps are inevitable
When you work with Thumb360:
You get multiple brains on one problem
Cross-industry insights
Battle-tested strategies
Faster experimentation
Zero dependency on a single individual
And most importantly:
Your ad budget is included and optimized, not an afterthought.
So…How Much Is Too Much?
₹8 lakh is not too much for marketing.
What is too much:
Paying salaries without outcomes
Marketing without a definite goal
Posting without strategy / Campaign
Hiring without tools
Marketing without ads
In the same budget:
On your own → you pay for 2 people
With Thumb360 → you get a full team + ad budget + execution
That is not an expense.
That is leverage.
Final Thought
Marketing is no longer about spending money.
It’s about deploying capital intelligently.
The question isn’t:
“Is ₹8 lakh too much?”
The real question is:
“What returns do you expect from it?”
And whether your current approach is capable of delivering them.