B2B Software Marketing Salary Report (2024)

2024 has been a tumultuous year with a lot of layoffs but also a lot of hiring. How has this impacted compensation for B2B software marketing teams? Here’s what the most recent data shows:

Wellfound’s Marketing Salary in B2B Startups Report for 2024 – marketing salaries are declining

• The average salary for a Marketing in B2B startups is $62,917, which is 33.1% lower than the average salary of $94,000 in B2B startups. Marketing salaries in B2B are based on exclusive Wellfound data

  • Top of market $117,833/yr Range $74k - $170k

  • Average $62,917/yr Range $33k - $115k (3 years avg yoe)

  • Below Average $42,542/yr Range $21k - $75k

• Marketing Salary Over Last 2 Years for Startups:

Product Marketing Alliance Product Marketing Salary Survey – PMM salaries are down

• The global base salary average (without factoring in variables like location, job title, gender, and so on) is $110,266, down 10.6% year-on-year.

• “We saw little correlation between company size (considering annual revenue, growth, stage, and employee headcount) and average total compensation.”

• PMM Salary by Geography

6Sense B2B Compensation Report for Marketing – compensation by role and team

• “Our sample included participants from Technology and Software, Manufacturing, Business Services, Professional Services, and Financial Services industries”

• Averages by Marketing Discipline, All Industries:

• IC - 134K, Manager - 164K, Director/VP - 288K (for Tech Marketing specifically)

Pavilion B2B Compensation Benchmarks - compensation by role

• Salary by Seniority

• Benchmarks are based on 2024 compensation data from over 2,000+ B2B technology CEOs and sales, marketing, customer success, and RevOps professionals

• Filtered for North America, Marketing

Gartner Marketing Budgets Survey – budgets have fallen as a % of revenue

• Marketing budgets have fallen from 9.1% of company revenue in 2023 to 7.7% in 2024, as per the Gartner survey. 

Stacked Marketers Online Salaries Report for 2024 – dissatisfaction in salaries

• “A majority of marketers are unhappy with their current salaries, with 75% expecting a salary increase by the end of 2024, indicating widespread dissatisfaction and high expectations for future earnings”

Marketing Week’s 2024 State of B2B Marketing Research – increasing pressure to deliver

• Most (58.8%) of the sample of 600 B2B marketers have been asked to deliver more with fewer resources over the last 12 months, with more than a third (42.2%) seeing their teams restructured to reflect changing conditions and demands.

• Overall, 34.9% of the total sample say budgets have decreased over the last 12 months, while a third (33%) say headcounts are down. Among SMEs (250 employees or less), 30.4% of marketers have seen budget cuts, a number which rises to 40.5% in large organizations

Do what you will with this information, but in my opinion it means you should be careful when asking for raises or expressing dissatisfaction. It’s a tough time in the job market, and while it seems like that may change in the next year but until then it’s a good idea to exercise caution. Marketing teams have continued to been cut down, as a continuation of that post-COVID trend and you don’t want to be caught in one of those.