B2B marketing data faces slowing spend growth, but remains critical to success

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In 2023, US B2B spend on third-party marketing data will increase 3.2%, a slight slowdown from the past three years, according to our forecast. Next year, growth will rebound and spend will approach $4 billion.

Beyond the chart: B2B spend on data grew during the pandemic as marketers could no longer collect first-party data at in-person events. As a result, third-party data became an important resource for B2B marketers.

Even as in-person events return, we believe third-party data will remain more important than the physical collection of leads. However, privacy rules restrict how companies can collect and use data, meaning marketers must invest in technology and talent to ensure compliance.

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