One of the biggest challenges businesses face is deciding where to allocate their marketing budget. With so many channels, tactics and opportunities available, it can be difficult to balance proven strategies with new ideas.
This is where the 70/20/10 Rule can provide a practical framework.
Widely used by marketing teams and business leaders, the 70/20/10 Rule helps organisations balance stability, growth and innovation by dividing marketing investment into three distinct categories.
The 70%
Approximately 70% of your marketing effort should be invested in activities that are already delivering results.
These are your proven channels and campaigns that consistently generate enquiries, leads or sales. Examples may include:
- Search Engine Optimisation (SEO)
- Google Ads
- Email marketing
- Social media campaigns
- Referral partnerships
- Existing content marketing initiatives
The goal is to continue investing in what works while optimising performance over time.
The 20%
Around 20% of your marketing budget should be allocated to emerging opportunities that show promise.
These initiatives are generally lower risk than completely new ideas because they build on existing strengths.
Examples may include:
- Expanding into new geographic markets
- Launching new service-specific campaigns
- Testing additional advertising platforms
- Developing new content formats such as video or podcasts
- Exploring Generative Engine Optimisation (GEO) opportunities
This category focuses on growth and expansion while maintaining a reasonable level of predictability.
The 10%
The final 10% should be reserved for experimentation and innovation.
These are initiatives where outcomes may be uncertain but potential rewards could be significant.
Examples may include:
- New AI-powered marketing tools
- Emerging social media platforms
- Interactive content experiences
- Experimental advertising formats
- New customer acquisition strategies
Not every experiment will succeed, but testing new opportunities allows businesses to stay competitive and identify future growth channels.
Why the 70/20/10 Rule Works
Many businesses either become too conservative or too experimental with their marketing.
Focusing entirely on proven tactics can limit future growth, while constantly chasing trends can create inconsistent results and wasted budgets.
The 70/20/10 framework helps businesses maintain a healthy balance between performance, growth and innovation.
Applying the Rule to Your Business
The exact percentages may vary depending on your industry, growth stage and objectives. A startup may invest more heavily in experimentation, while an established business may focus more on proven channels.
The key principle remains the same: protect what works, invest in growth opportunities, and reserve resources for innovation.
At Sanctuary Labs, we help businesses build practical marketing strategies that balance immediate results with long-term growth. By combining proven tactics with carefully selected opportunities, businesses can create sustainable and measurable marketing outcomes.
Contact Sanctuary Labs to find out more or to customise your marketing roadmap.