I would recommend doing a listening tour with your key stakeholder teams in the organization (product, sales, growth, enablement, partner) to help inform your priorities, as budget items could be almost limitless. It's also important to understand the state of your product and where it might need the most help, to help prioritize your asks. E.g you might need to invest more in awareness / thought leadership content or third party validation research, or maybe you have needs lower in the funnel such as demo and video creation.
Some good buckets could be: content creation (white papers, webinars, etc.), videos / demos, customer evidence, event sponsorships, research (pricing, naming, thought leadership, competitive, etc.), sales readiness (decks, demos, sales process / methodology guidance and training, RFP templates), launch (could be captured in other buckets but may include 1st party events, press events, content creation).