{"id":4075,"date":"2026-08-03T19:58:48","date_gmt":"2026-08-03T19:58:48","guid":{"rendered":"https:\/\/projectfifty4.com\/how-much-should-energy-companies-spend-on-marketing\/"},"modified":"2026-08-04T20:14:18","modified_gmt":"2026-08-04T20:14:18","slug":"combien-les-entreprises-energetiques-devraient-elles-consacrer-au-marketing","status":"publish","type":"post","link":"https:\/\/projectfifty4.com\/fr\/how-much-should-energy-companies-spend-on-marketing\/","title":{"rendered":"Combien les entreprises \u00e9nerg\u00e9tiques devraient-elles consacrer au marketing\u00a0?"},"content":{"rendered":"

Tous secteurs confondus, le marketing repr\u00e9sente pr\u00e8s de 8 % du chiffre d'affaires. Le secteur de l'\u00e9nergie se situe bien en dessous, \u00e0 environ 3 %. Voici ce que r\u00e9v\u00e8lent les indicateurs de r\u00e9f\u00e9rence, les raisons de cette sous-estimation des d\u00e9penses marketing dans le secteur de l'\u00e9nergie et comment une entreprise B2B du secteur devrait d\u00e9finir son budget marketing.<\/p>\n

Combien les entreprises \u00e9nerg\u00e9tiques devraient-elles consacrer au marketing\u00a0?<\/strong> Gartner’s 2025 CMO Spend Survey puts the average marketing budget at 7.7 percent of company revenue, with the business to business subset at 8.1 percent. Energy is one of the lowest spending sectors, at roughly 3 percent of revenue. Smaller B2B firms often run 2 to 5 percent. For most B2B energy companies the practical range is 2 to 6 percent of revenue, set by growth stage and sales cycle length rather than by industry habit.<\/p>\n

Environ 8 % tous secteurs confondus, dont environ 3 % dans le secteur de l'\u00e9nergie.<\/h2>\n

The most cited source is Gartner’s annual CMO Spend Survey. Its 2025 edition found marketing budgets flat at 7.7 percent of overall company revenue, with the business to business subset at 8.1 percent, down from 9.1 percent the year before (Gartner<\/a>, Marketing Brew<\/a>L'enqu\u00eate Deloitte et Duke CMO, qui porte sur un \u00e9chantillon d'entreprises diff\u00e9rentes, tend \u00e0 obtenir des r\u00e9sultats plus \u00e9lev\u00e9s, proches de 9 %.<\/p>\n

C\u2019est au niveau du d\u00e9tail sectoriel que le secteur de l\u2019\u00e9nergie se distingue. Selon les m\u00eames donn\u00e9es de Gartner, les entreprises \u00e9nerg\u00e9tiques d\u00e9clarent consacrer environ 3 % de leur chiffre d\u2019affaires au marketing, un taux parmi les plus bas de tous les secteurs, tandis que le secteur manufacturier avoisine les 9,5 % et les services financiers les 7 %. En r\u00e9alit\u00e9, les entreprises \u00e9nerg\u00e9tiques d\u00e9pensent donc beaucoup moins que les autres. Reste \u00e0 savoir si ce niveau est appropri\u00e9.<\/p>\n

L'\u00e9nergie se situe pr\u00e8s du bas du tableau<\/h2>\n

Marketing spend as a share of revenue varies widely by sector. The figures below draw on Gartner’s 2025 CMO Spend Survey and standard B2B budgeting ranges. Treat them as benchmarks, not targets, the right number depends on your growth stage.<\/p>\n\n\n\n\n\n\n\n\n\n\n
Segment<\/th>\nLe marketing en tant que part des revenus<\/th>\nBase<\/th>\n<\/tr>\n<\/thead>\n
moyenne de tous les secteurs<\/td>\n7.7%<\/td>\nGartner 2025<\/td>\n<\/tr>\n
sous-ensemble B2B<\/td>\n8.1%<\/td>\nGartner 2025, \u00e9tait de 9,1% en 2024<\/td>\n<\/tr>\n
Fabrication<\/td>\n~9.5%<\/td>\nGartner 2025<\/td>\n<\/tr>\n
services financiers<\/td>\n~7.2%<\/td>\nGartner 2025<\/td>\n<\/tr>\n
\u00c9nergie<\/td>\n~3%<\/td>\nGartner 2025, parmi les plus faibles<\/td>\n<\/tr>\n
Petites entreprises B2B<\/td>\n2 \u00e0 5%<\/td>\nPlage de planification commune<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

L'achat guid\u00e9 par la relation masque le co\u00fbt de l'inconnu<\/h2>\n

Les achats B2B dans le secteur de l'\u00e9nergie reposent sur les relations et les processus d'approvisionnement, avec des cycles longs, un nombre restreint d'acheteurs par transaction et une culture d'ing\u00e9nierie qui privil\u00e9gie les recommandations \u00e0 la port\u00e9e. Lorsque quelques comptes cl\u00e9s alimentent le pipeline, consacrer 8 % du chiffre d'affaires au marketing peut para\u00eetre un gaspillage, ce qui entra\u00eene des r\u00e9ductions budg\u00e9taires drastiques.<\/p>\n

Le d\u00e9faut de ce raisonnement r\u00e9side dans la r\u00e8gle du 95\/5\u00a0: \u00e0 un instant T, seulement 5\u00a0% environ des acheteurs sont sur le march\u00e9, les 95\u00a0% restants se forgeant une opinion pour plus tard. Sur un march\u00e9 \u00e0 cycle de deux ans, la marque d\u00e9j\u00e0 connue de l\u2019acheteur est pr\u00e9s\u00e9lectionn\u00e9e avant m\u00eame la r\u00e9daction de l\u2019appel d\u2019offres. Nous l\u2019avons expos\u00e9 dans\u2026 La r\u00e8gle du 95\/5 pour l'\u00e9nergie B2B<\/a>. Les d\u00e9penses insuffisantes ne sont pas gratuites, elles ne font que reporter le co\u00fbt sur les appels d'offres auxquels vous n'\u00eates jamais invit\u00e9.<\/p>\n

Par stade et cycle de croissance, et non par moyenne sectorielle<\/h2>\n

D\u00e9finissez le budget en fonction des objectifs de l'entreprise. Une entreprise qui entre sur un nouveau march\u00e9 ou qui cherche \u00e0 gagner des parts de march\u00e9 devrait se situer dans la fourchette haute, soit 5 \u00e0 6 % ou plus, car elle doit acqu\u00e9rir une notori\u00e9t\u00e9 qu'elle ne poss\u00e8de pas encore, une logique que nous abordons dans [r\u00e9f\u00e9rence manquante]. la strat\u00e9gie de t\u00eate de pont pour l'entr\u00e9e sur le march\u00e9 de l'\u00e9nergie<\/a>. Une entreprise \u00e9tablie qui d\u00e9fend une position connue peut fonctionner avec des d\u00e9penses r\u00e9duites (2 \u00e0 3 % de moins) pour rester reconnue plut\u00f4t que pour \u00eatre d\u00e9couverte.<\/p>\n

Ensuite, liez ce chiffre \u00e0 la couverture du pipeline et \u00e0 la dur\u00e9e du cycle plut\u00f4t qu'\u00e0 la concurrence. Le test est simple\u00a0: un nombre suffisant d'acheteurs potentiels vous connaissent-ils avant d'\u00eatre sur le march\u00e9\u00a0? Et disposez-vous de preuves suffisantes pour les convertir une fois qu'ils le sont\u00a0? L'utilisation du budget est aussi importante que son montant\u00a0: les investissements les plus rentables concernent la g\u00e9n\u00e9ration de la demande, le contenu qui inspire confiance, le marketing de compte cibl\u00e9 et, de plus en plus, la visibilit\u00e9 via l'IA pour \u00eatre cit\u00e9 lorsque les acheteurs interrogent un assistant. Nous d\u00e9taillons les canaux dans marketing num\u00e9rique pour les entreprises \u00e9nerg\u00e9tiques<\/a> et Marketing bas\u00e9 sur les comptes pour le secteur de l'\u00e9nergie B2B<\/a>.<\/p>\n

Foire aux questions<\/h2>\n

Combien les entreprises \u00e9nerg\u00e9tiques devraient-elles consacrer au marketing\u00a0?<\/h3>\n

Les donn\u00e9es de r\u00e9f\u00e9rence situent la moyenne intersectorielle \u00e0 7,7 % du chiffre d'affaires et \u00e0 8,1 % pour le segment B2B, tandis que le secteur de l'\u00e9nergie avoisine les 3 %. Pour une entreprise B2B du secteur de l'\u00e9nergie, une fourchette r\u00e9aliste se situe entre 2 et 6 % du chiffre d'affaires, en fonction de son stade de croissance et de la dur\u00e9e de son cycle de vente.<\/p>\n

Quel est le budget marketing moyen en pourcentage du chiffre d'affaires ?<\/h3>\n

Gartner’s 2025 CMO Spend Survey found an average of 7.7 percent of company revenue, flat year on year, with the business to business subset at 8.1 percent. The Deloitte and Duke CMO Survey tends to report higher, near 9 percent.<\/p>\n

Pourquoi les entreprises \u00e9nerg\u00e9tiques investissent-elles si peu dans le marketing\u00a0?<\/h3>\n

Les achats B2B dans le secteur de l'\u00e9nergie sont ax\u00e9s sur les relations et l'approvisionnement, avec des cycles longs et un nombre restreint d'acheteurs\u00a0; le marketing peut donc para\u00eetre facultatif. Le co\u00fbt cach\u00e9 r\u00e9side dans la perte de consid\u00e9ration, car la plupart des acheteurs potentiels se font une opinion bien avant d'entrer en phase de recherche.<\/p>\n

Une nouvelle marque d'\u00e9nergie doit-elle d\u00e9penser plus ou moins que la moyenne\u00a0?<\/h3>\n

De plus, une entreprise qui entre sur un march\u00e9 ou qui cherche \u00e0 conqu\u00e9rir des parts de march\u00e9 devrait se positionner en haut de la fourchette, car elle doit acqu\u00e9rir une notori\u00e9t\u00e9 qu'elle ne poss\u00e8de pas encore. Les acteurs \u00e9tablis qui d\u00e9fendent une position connue peuvent se permettre des co\u00fbts plus faibles.<\/p>","protected":false},"excerpt":{"rendered":"

Tous secteurs confondus, le marketing repr\u00e9sente pr\u00e8s de 8 % du chiffre d'affaires. Le secteur de l'\u00e9nergie se situe bien en dessous, \u00e0 environ 3 %. Voici ce que r\u00e9v\u00e8lent les indicateurs de r\u00e9f\u00e9rence, les raisons de cette sous-estimation des d\u00e9penses marketing dans le secteur de l'\u00e9nergie et comment une entreprise B2B du secteur devrait d\u00e9finir son budget marketing.<\/p>","protected":false},"author":12,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"p54_article_data":"{\"meta\":{\"kicker\":\"Answer \u00b7 Marketing Budgets\",\"topics\":[\"Marketing & Growth\",\"Benchmarks\",\"Specialism\"],\"title\":\"How Much Should Energy Companies Spend on Marketing?\",\"dek\":\"Across all industries marketing runs near 8 percent of revenue. Energy sits far below that, close to 3 percent. Here is what the benchmarks say, why energy underspends, and how a B2B energy firm should set its number.\",\"date\":\"2026-08-03\",\"readTime\":\"7 min read\",\"author\":\"Project 54\"},\"quickAnswer\":{\"q\":\"How much should energy companies spend on marketing?\",\"a\":\"Gartner's 2025 CMO Spend Survey puts the average marketing budget at 7.7 percent of company revenue, with the business to business subset at 8.1 percent. Energy is one of the lowest spending sectors, at roughly 3 percent of revenue. Smaller B2B firms often run 2 to 5 percent. For most B2B energy companies the practical range is 2 to 6 percent of revenue, set by growth stage and sales cycle length rather than by industry habit.\"},\"takeaways\":[\"The cross-industry average marketing budget is 7.7 percent of revenue in 2025, and the B2B subset is 8.1 percent, down from 9.1 percent a year earlier (Gartner).\",\"Energy is a notable underspender, at around 3 percent of revenue, reflecting relationship and procurement led buying rather than brand led demand.\",\"Underspending is rational only up to a point, in long cycle markets the brands buyers already know win the shortlist before a tender opens.\",\"Set the number by growth stage, not by sector habit, market entry and share gain justify the top of the range, defend and harvest the bottom.\",\"Tie the budget to pipeline coverage and cycle length, not to what competitors spend, the goal is enough presence to be considered, then enough proof to be chosen.\"],\"sections\":[{\"id\":\"the-number\",\"q\":\"What do the benchmarks actually say?\",\"h\":\"Around 8 percent across industries, about 3 percent in energy\",\"p\":[\"The most cited source is Gartner's annual CMO Spend Survey. Its 2025 edition found marketing budgets flat at 7.7 percent of overall company revenue, with the business to business subset at 8.1 percent, down from 9.1 percent the year before (Gartner<\/a>, Marketing Brew<\/a>). The Deloitte and Duke CMO Survey, which samples different companies, tends to land higher, near 9 percent.\",\"The sector detail is where energy stands out. In the same Gartner data, energy companies report marketing spend of roughly 3 percent of revenue, among the lowest of any industry, while manufacturing sits near 9.5 percent and financial services near 7 percent. So the honest answer to how much energy companies spend is, far less than everyone else. Whether that is the right amount is a separate question.\"]},{\"id\":\"sector-table\",\"q\":\"How does energy compare to other sectors?\",\"h\":\"Energy is near the bottom of the table\",\"p\":[\"Marketing spend as a share of revenue varies widely by sector. The figures below draw on Gartner's 2025 CMO Spend Survey and standard B2B budgeting ranges. Treat them as benchmarks, not targets, the right number depends on your growth stage.\"],\"table\":{\"cols\":[\"Segment\",\"Marketing as share of revenue\",\"Basis\"],\"rows\":[[\"All industries average\",\"7.7%\",\"Gartner 2025\"],[\"B2B subset\",\"8.1%\",\"Gartner 2025, was 9.1% in 2024\"],[\"Manufacturing\",\"~9.5%\",\"Gartner 2025\"],[\"Financial services\",\"~7.2%\",\"Gartner 2025\"],[\"Energy\",\"~3%\",\"Gartner 2025, among the lowest\"],[\"Smaller B2B firms\",\"2 to 5%\",\"Common planning range\"]]}},{\"id\":\"why-low\",\"q\":\"Why does energy underspend on marketing?\",\"h\":\"Relationship led buying hides the cost of being unknown\",\"p\":[\"Energy B2B buying is relationship and procurement led, with long cycles, few buyers per deal, and an engineering culture that trusts references over reach. When a handful of named accounts drive the pipeline, spending 8 percent of revenue on marketing can look wasteful, so budgets get cut to the bone.\",\"The flaw in that logic is the 95-5 rule, that at any moment only about 5 percent of buyers are in market, so the other 95 percent are forming impressions for later. In a market with two year cycles, the brand a buyer already recognises wins the shortlist before the tender is written. We set this out in the 95-5 rule for energy B2B<\/a>. Underspending is not free, it just moves the cost to the tenders you never get invited to.\"]},{\"id\":\"how-to-set\",\"q\":\"How should a B2B energy firm set its number?\",\"h\":\"By growth stage and cycle, not by sector average\",\"p\":[\"Set the budget by what the business is trying to do. A company entering a new market or chasing share should sit at the top of the range, 5 to 6 percent or more, because it has to buy awareness it does not yet have, a logic we cover in the beachhead strategy for energy market entry<\/a>. A mature company defending a known position can run leaner, 2 to 3 percent, spending to stay considered rather than to be discovered.\",\"Then tie the number to pipeline coverage and cycle length rather than to competitors. The test is simple, do enough of the right buyers know you before they are in market, and is there enough proof to convert them once they are. Where the money goes matters as much as how much, the highest return uses go to demand generation, content that earns trust, account based marketing on named targets, and increasingly to AI visibility so you are cited when buyers ask an assistant. We break the channels down in digital marketing for energy companies<\/a> and account based marketing for energy B2B<\/a>.\"]}],\"media\":{\"image\":{\"src\":\"\/wp-content\/uploads\/2026\/08\/energy-b2b-marketing-budget-planning.jpg\",\"label\":\"Energy firms spend far less of revenue on marketing than other sectors. The right number is set by growth stage, not by habit.\",\"credit\":\"Project 54\"},\"infographicLabel\":\"Cross-industry marketing spend is near 8 percent of revenue. Energy sits near 3 percent.\"},\"poll\":{\"q\":\"What is the biggest reason energy companies underspend on marketing?\",\"options\":[{\"id\":\"relationships\",\"label\":\"Deals come through relationships, not marketing\",\"insight\":\"True today, but relationships start somewhere. The 95-5 rule says most future buyers are forming impressions now, long before they call anyone.\"},{\"id\":\"proof\",\"label\":\"Hard to prove marketing return in long cycles\",\"insight\":\"The real issue. Attribution over a two year cycle is difficult, which is why energy marketers must measure leading signals, not just closed deals.\"},{\"id\":\"culture\",\"label\":\"Engineering culture distrusts marketing\",\"insight\":\"Common, and it changes when marketing is framed as revenue architecture, engineered and measured, not as brand decoration.\"},{\"id\":\"budget\",\"label\":\"Budgets are simply tight\",\"insight\":\"Often a symptom, not a cause. When marketing cannot show its contribution, it is first to be cut, so the fix is measurement, then budget.\"}],\"note\":\"No tally here. The pattern across energy B2B is that underspending is a measurement problem before it is a money problem.\"},\"faq\":[{\"q\":\"How much should energy companies spend on marketing?\",\"a\":\"Benchmarks put the cross-industry average at 7.7 percent of revenue and the B2B subset at 8.1 percent, while energy runs near 3 percent. A practical range for a B2B energy company is 2 to 6 percent of revenue, set by growth stage and sales cycle length.\"},{\"q\":\"What is the average marketing budget as a percentage of revenue?\",\"a\":\"Gartner's 2025 CMO Spend Survey found an average of 7.7 percent of company revenue, flat year on year, with the business to business subset at 8.1 percent. The Deloitte and Duke CMO Survey tends to report higher, near 9 percent.\"},{\"q\":\"Why do energy companies spend so little on marketing?\",\"a\":\"Energy B2B buying is relationship and procurement led with long cycles and few buyers, so marketing can look optional. The hidden cost is lost consideration, because most future buyers form impressions long before they are in market.\"},{\"q\":\"Should a new energy brand spend more or less than the average?\",\"a\":\"More. A company entering a market or chasing share should sit at the top of the range, because it has to buy awareness it does not yet have. Established players defending a known position can run leaner.\"}],\"related\":[{\"title\":\"The 95-5 Rule for Energy B2B Brand Building\",\"topic\":\"Specialism\",\"href\":\"\/energy-b2b-brand-building-95-5-rule\/\"},{\"title\":\"Digital Marketing for Energy Companies in 2026\",\"topic\":\"Specialism\",\"href\":\"\/digital-marketing-energy-companies-2026\/\"},{\"title\":\"Account Based Marketing for Energy B2B\",\"topic\":\"Specialism\",\"href\":\"\/account-based-marketing-energy-b2b\/\"},{\"title\":\"Energy Marketing Strategy 2026\",\"topic\":\"Specialism\",\"href\":\"\/energy-marketing-strategy-2026\/\"}],\"newsletter\":{\"kicker\":\"The Energy Growth Brief\",\"title\":[\"Intelligence,\",\"to your inbox\"],\"body\":\"Join energy and industrial leaders getting our marketing, AI-growth and revenue-architecture intelligence, direct, no filler.\",\"placeholder\":\"you@company.com\",\"cta\":\"Subscribe\",\"note\":\"No spam. Unsubscribe anytime. We read every reply.\"}}","p54_faq":"","p54_media":"","p54_comments_enabled":"","footnotes":""},"categories":[92,125],"tags":[],"class_list":["post-4075","post","type-post","status-publish","format-standard","hentry","category-analysis","category-strategy"],"acf":[],"_links":{"self":[{"href":"https:\/\/projectfifty4.com\/fr\/wp-json\/wp\/v2\/posts\/4075","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/projectfifty4.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/projectfifty4.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/projectfifty4.com\/fr\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/projectfifty4.com\/fr\/wp-json\/wp\/v2\/comments?post=4075"}],"version-history":[{"count":1,"href":"https:\/\/projectfifty4.com\/fr\/wp-json\/wp\/v2\/posts\/4075\/revisions"}],"predecessor-version":[{"id":4079,"href":"https:\/\/projectfifty4.com\/fr\/wp-json\/wp\/v2\/posts\/4075\/revisions\/4079"}],"wp:attachment":[{"href":"https:\/\/projectfifty4.com\/fr\/wp-json\/wp\/v2\/media?parent=4075"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/projectfifty4.com\/fr\/wp-json\/wp\/v2\/categories?post=4075"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/projectfifty4.com\/fr\/wp-json\/wp\/v2\/tags?post=4075"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}