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.
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
How much will be spent on US B2B marketing data?
What trends and market conditions are affecting this forecast?
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.
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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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.