US B2B Marketing Data Spending Forecast 2023

Privacy and Economic Concerns Lead to Slower Growth

Report by Kelsey Voss  | UPDATED: Sep 6, 2024
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Table of Contents
Executive Summary
Key Points
US B2B Marketing Data Explained
How Much Will US B2B Marketers Spend on Marketing Data in 2023?
What Trends, Market Conditions, and Challenges Affect This Forecast?
Where Should B2B Marketers Consider Investing?
EMARKETER Interviews
Sources
Media Gallery
About This Report
B2B marketers will increase spending on third-party data through 2024, but at a much slower pace than during the pandemic due to privacy regulations and economic conditions.
Topics
B2B Marketing
Data
US
Table of Contents
Executive Summary
Key Points
US B2B Marketing Data Explained
How Much Will US B2B Marketers Spend on Marketing Data in 2023?
What Trends, Market Conditions, and Challenges Affect This Forecast?
Where Should B2B Marketers Consider Investing?
EMARKETER Interviews
Sources
Media Gallery

Executive Summary

B2B marketing data spending will continue to grow through 2024, albeit at a slower pace than at the height of the pandemic. By 2024, B2B data spending will be $3.91 billion with a year-over-year (YoY) growth rate of 3.8%.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How much will be spent on US B2B marketing data?
  2. What trends and market conditions are affecting this forecast?
  3. What does this forecast mean for B2B marketers?

WHAT’S IN THIS REPORT? Our inaugural forecast for B2B marketing data spending through 2024, key trends affecting growth, and guidance to marketers on investing in third-party data.

US B2B Marketing Data Spending, 2020-2024 (billions and % change)
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KEY STAT: Spending on third-party B2B marketing data will hit $3.91 billion by 2024.

Here’s what’s in the full report

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5charts

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8expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. US B2B Marketing Data Explained
    1. How Much Will US B2B Marketers Spend on Marketing Data in 2023?
    2. What Trends, Market Conditions, and Challenges Affect This Forecast?
    3. Where Should B2B Marketers Consider Investing?
    1. EMARKETER Interviews
    2. Sources
    3. Media Gallery

    Charts in This Report

    US B2B Marketing Data Spending, 2020-2024 (billions and % change)US B2B Marketing Data Spending vs. B2B Martech Spending*, 2020-2024 (billions and % change)
    Past vs. Future Increase in Their Company's Use of Data According to US CMOs, Feb 2022 (% of respondents)Problems UK/US B2B Marketers Seek to Address With New Technology Investments, July 2022 (% of respondents)
    Most Challenging Aspects of Utilizing Data to Drive Demand According to B2B Marketers Worldwide, Jan 2022 (% of respondents)

    Interviewed for This Report

    Greg Bell
    6sense
    Head of Strategic Marketing and Industry Solutions
    Interviewed October 27, 2022
    Kerry Cunningham
    6sense
    Research and Thought Leadership
    Interviewed October 27, 2022
    Chris DeMartine
    Programmatic B2B
    Group Account Director
    Interviewed October 12, 2022
    Erik Matlick
    Bombora
    Founder and CEO
    Interviewed October 31, 2022
    Christopher Penn
    Trust Insights
    Co-Founder and Chief Data Scientist
    Interviewed October 10, 2022
    Tamara Prewitt
    Arweave
    Vice President, Marketing
    Interviewed October 21, 2022
    Rob Sanchez
    Anteriad
    CEO
    Interviewed October 24, 2022
    Lynn Tornabene
    Anteriad
    CMO
    Interviewed November 2, 2022

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    First Published on Jan 20, 2023

    authors

    Kelsey Voss

    Contributors

    Oscar Bruce Jr.
    Senior Forecasting Analyst
    Ann Marie Kerwin
    VP, Content
    Debra Aho Williamson
    Principal Analyst