{"id":2039,"slug":"professional-services-marketing-spend","title":"Professional services / B2B — 6-9% total but higher relative weight on website/content","kind":"reference","scope":"business","status":"current","audiences":["kevin","candid-team"],"topics":["marketing-spend-benchmarks"],"reference_body":"**Claim:** Professional services / B2B run a lower **total (6-9%)** but a **higher relative weight on website/content/SEO** because of relationship- and reputation-driven buying.\n\n**Confidence:** Industry-consensus.\n\n**Why this matters for Candid:** Mirror image of trades — lower total but higher owned-digital share. The widget's vertical-aware tier model should differentiate these.","rationale_body":null,"metadata":null,"links":{"outgoing":[],"incoming":[{"slug":"research-brief-smb-widget-spend-benchmarks-june-2026","title":"Research brief: SMB widget spend benchmarks — feasibility of a \"digital-minus-ads\" % of revenue (June 2026)","kind":"reference","scope":"business","link_type":"relates-to"}]},"created_at":"2026-06-23T19:16:01.979Z","updated_at":"2026-06-23T19:16:01.979Z"}