EMARKETER PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More
Advertising & Sponsorship Opportunities
Boost your brand and generate demand with media programs.
Learn More

Events & Resources

Resources
Read through guides, explore resource hubs, and sample our coverage.
Learn More
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us

B2B marketing firms are spending less and focused on ROI for 2023 and 2024

  • Martech spending will be more conservative compared with previous years. Though economic forecasts are improving, B2B firms are still laying off staff and tightening their belts. Firms are reevaluating and consolidating their tech setups to maximize ROI. Many are “disinvesting” from technologies that fail to provide the desired outcomes.
  • Tech purchases in 2023 and 2024 will prioritize automation and efficiency. According to a March 2023 survey by TrustRadius, 50% of respondents said that, due to the economic climate, they would prioritize purchases that increase automation or save time. In addition, 15% would purchase tech due to a loss of headcount.
  • B2B marketers are making the most of what they have for cross-team collaboration. Marketers are looking to master the functionality and features of existing tech. That means there’s more focus on tools and systems that integrate with each other well and can improve coordination between product, marketing, sales, and revenue operations teams.
  • There’s a wait-and-see attitude toward genAI. AI is already part of the tech stack in marketing. But while genAI has been a hot topic, many marketers are pausing major purchases of the technology. Only 26% of B2B marketers worldwide plan to use genAI, according to a May 2023 LinkedIn survey. That’s likely due to factors like major privacy concerns over proprietary and sensitive data, regulations, transparency, and misinformation.