Heavy Equipment Marketing Budget for 2025: How To Allocate Your Marketing Spend + Free Budget Template

How much do heavy equipment companies spend on marketing?

Heavy equipment companies should expect to spend $6000 to $15,000 per month or $30,000 to $180,000 per year on marketing.

We will go over the following topics to help you build your 2025 heavy equipment marketing budget:

• How much do heavy equipment companies spend on marketing?
• Heavy equipment marketing budget breakdown
• Factors that impact heavy equipment marketing budgets
• How to create a heavy equipment marketing budget
• Heavy equipment marketing budget FAQs

Download Now: Our Heavy Equipment Marketing Budget Planner

How much do heavy equipment companies/dealers spend on marketing?

Heavy equipment companies and dealers typically spend $6000 to $15,000 per month or $30,000 to $180,000 per year on industrial digital marketing. That number will vary depending on your company size, growth goals, and services/providers you choose.

Heavy equipment marketing budget breakdown

Here are the top digital marketing channels for your industry and how much they cost on average:

Factors that impact heavy equipment marketing budgets

So, what goes into a heavy equipment marketing budget? Here are a few primary factors that affect the industry most:

• Seasonality and location: Your company’s location can impact when people buy from you. If you are in a colder climate, you might not see a need for your equipment all year. You can allocate your budget throughout the year to serve you during peak months.
• Equipment lifecycles: The type and longevity of equipment you sell will impact how often new sales are made. You can target repeat and new customers with different strategies, which will impact how much you spend.
• High value transactions: Since heavy equipment is such a big purchase for buyers, they need to learn as much as possible about the product before closing the sale. Your marketing materials can help them learn more before they begin the sales process.

How to create a heavy equipment marketing budget

How to Create Your 2025 Heavy Equipment Marketing Budget

• Allocate 2-5% of your total revenue for marketing
• Reserve between 5-10% of your marketing budget to invest in new marketing strategies

Once you have an idea of what you should be spending on marketing, you can start building your budget. Here are the steps to create a heavy equipment marketing budget:

1. Align your revenue goals with marketing spend
2. Define clear goals for your heavy equipment business
3. Factor in heavy equipment and market conditions
4. Review and change your budget as needed

Learn more below!

1. Align your revenue goals with marketing spend

The first step to creating a marketing budget is evaluating your needs.

While a good rule of thumb is to allocate 7-8% of your revenue for marketing, you might invest more if you have the available revenue and want to see faster growth. Within that 7-8%, you should consider the strategies you want to invest in and how much they cost on average.

2. Define clear goals for your heavy equipment business

SMART goals — or Specific, Measurable, Attainable, Relevant, and Timely goals — are ideal for helping you outline what you want out of your budget.

Your SMART goals should reflect your motives for your company, whether that is expanding into new markets and locations, handling a merger, or even launching a new product. Your marketing goals for these situations will help guide your budget and tell you where to focus your spending.

Some examples of SMART goals for heavy equipment companies include:

• We want to increase engagement by X percent in the next three months
• We want to close X sales in this quarter
• We want to sell X type of this machine in the next six months

These goals will help you manage your expectations for heavy equipment marketing and give you a way to track your progress.

3. Factor in heavy equipment industry and market factors

The heavy equipment industry has unique challenges and characteristics, which will impact how you spend your marketing budget in 2025.

For example, many companies that sell heavy equipment are used to traditional marketing. In that case, you might be starting from scratch with digital tactics, meaning you might have a bigger investment upfront to get things up and running.

Another prominent market factor for heavy equipment dealers is the competitive nature of your industry. Since the COVID-19 pandemic in 2020, heavy equipment search results have become even more competitive. You might have to invest more in your strategies than you would have years ago to get the same results.

These industry factors, along with the services you invest in and your goals, will guide your budget for the year.

4. Review and change your budget as needed

The last step in building a budget is ongoing evaluation. You should regularly affirm how your budget works for you to ensure you are getting the most out of your investment. You might scale back during slower months and invest more as more sales come in.

FAQs: Heavy equipment marketing budgets

Want to learn more about budgeting for heavy equipment marketing? Check out these frequently asked questions!

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Our agency has 100,000+ hours of experience in the heavy equipment industry. With our help, you can get marketing services that consider your unique industry challenges and help you stand out in your field.

Contact us online to learn more about getting the most from your heavy equipment marketing budget!

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