Set your marketing budget with these questions:
Who is your customer and how will you reach them?
Are you completely "new in town" or do you have an existing network of contacts?
Do they already know if they need your product?
Are you offering an improvement on what they already use - a software package, a payroll service, insurance? Or are you offering a revolutionary new product they'll love once they understand it.
How are you setting your prices and what category will you fit in?
Here's an article I wrote on how to budget for a marketing plan.
The more a customer needs your product - a car, roof, food - understands it, and if it's fairly priced then you won't need to spend as much on marketing.
A friend of mine is a Certified Public Accountant and he has about 15 - 20 steady clients. They constantly refer new prospective clients to him so he doesn't need to spend money on marketing.
However, if he brought on an employee then suddenly he may need to market more aggressively to find the higher paying clients who will support a growing office. Right now, he's content to work with one older partner.
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