After years of stronger growth during the pandemic, increases to marketing data outlays are slowing thanks to tighter marketing budgets, privacy regulations, and a need to show ROI.
B2B marketing data spending will reach $3.74 billion in 2023.
- The YoY growth rate in 2023 will be roughly half of what it was in 2022. Macroeconomic conditions, shifting buyer dynamics, and privacy concerns will contribute to this slowdown. We expect the YoY growth rate to increase to 3.8% in 2025 as the economy improves and other concerns are mitigated. That year, marketing data spend will be just shy of $4 billion.