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US B2B Marketing Data Spending Forecast 2023 Update
Growth Slows but Investment in Data Remains Crucial
US B2B marketing data spending growth will slow in 2023 thanks to uncertain economic conditions, tighter budgets, and a slowdown in marketing technology (martech) spending. But data will remain crucial for business success, so marketers must prioritize first- and third-party investments that support pipeline growth, enhance the customer experience, and demonstrate ROI.
Key Question: What are the key developments in B2B marketing data spend and how should marketers respond to them?
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KEY STAT: In 2023, US B2B marketing data spending will reach $3.74 billion, up just 2.3% YoY.
authors
Kelsey Voss
Contributors
- Rahul Chadha
- Director, Report Editing
- Wendy Louie-Lam
- Senior Forecasting Analyst
- Jennifer Merritt
- Vice President, Content
- Evelyn Mitchell-Wolf
- Senior Analyst, Digital Advertising & Media
- Tracy Tang
- Senior Researcher
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