If you don't feel comfortable about spending money for that matter than don't do it or at least do it in a limited manner and on a specific goal.
I don't do it personnally and I am currently developping BtoC sales for an innovative technology on the field of housing water treatment. For business it means that I have to spend sometimes on my own for that matter. And anyway this is the best way to understand where are the bottlenecks in my offer !
Hope this can help you.