The Australian industrial marketing budget equation.

For single-firm industrial starters (small specialist firms)

Typical monthly budget: - total.

• Capability statement maintenance + content updates: 20-30%
• LinkedIn personal-profile cadence (1 senior leader): 20-30%
• Long-tail technical SEO: 15-25%
• Procurement-ready website hosting + maintenance: 10-15%
• Senior strategist + account management: 15-25%

For multi-line growth firms (Berg pattern)

Typical monthly budget: - total.

• General Marketing Retainer (content + 2 case studies / mo): 25-30%
• Organic Social Media Retainer (LinkedIn-led): 20-25%
• SEO programme: 15-20%
• SEM (Google Ads) management: 10-15% + media spend
• Annual hosting + maintenance: 5-10%
• Block Hours (creative + dev): 10-15% (variable)

For capability-led / earned-media firms (JSW + PYBAR pattern)

Typical monthly budget: -. Zero paid acquisition. Pure earned + owned.

• Monthly retainer (account management + capability content): 30-40%
• PR retainer (earned-media monitoring + response): 20-30%
• Owned-channel newsletter (digital + printed where applicable): 15-25%
• Industry-event video + presence support (AMEC, Mining Club): 15-25%

For tier-1-pursuing multi-state firms

Typical monthly budget: - total.

• Capability statement system maintenance: 15-20%
• Tender-response collateral library: 10-15%
• LinkedIn cadence for 3+ senior leaders + LinkedIn paid: 25-35%
• Long-tail SEO + multi-state local: 10-15%
• Recruitment marketing (FIFO, trades, engineers): 15-20%
• Senior strategist + account management: 15-20%

Read more:

• Pricing →
• Industrial marketing umbrella →