US B2B Marketing Data Spending Forecast 2023 Update

Growth Slows but Investment in Data Remains Crucial

Report by Kelsey Voss  | Oct 11, 2023
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Executive Summary
We expect marketing data spending to see slower growth.
B2B marketers are taking a cautious approach toward data investments.
What factors influenced this forecast?
Marketers should proceed with data strategies and partners that produce optimal results.
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
Marketing data is essential to success, but marketers face tough conditions in a changing B2B landscape. Investments in data and related tools need to be carefully chosen and demonstrate proven ROI.
Topics
B2B Marketing
US
Table of Contents
Executive Summary
We expect marketing data spending to see slower growth.
B2B marketers are taking a cautious approach toward data investments.
What factors influenced this forecast?
Marketers should proceed with data strategies and partners that produce optimal results.
Insider Intelligence Interviews
Sources
Media Gallery

US B2B marketing data spending growth will slow in 2023 thanks to uncertain economic conditions, tighter budgets, and a slowdown in marketing technology (martech) spending. But data will remain crucial for business success, so marketers must prioritize first- and third-party investments that support pipeline growth, enhance the customer experience, and demonstrate ROI.

Key Question: What are the key developments in B2B marketing data spend and how should marketers respond to them?

US B2B Marketing Data Spending, 2021-2025 (billions and % change)
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KEY STAT: In 2023, US B2B marketing data spending will reach $3.74 billion, up just 2.3% YoY.

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    Table of Contents

    1. Executive Summary
    2. We expect marketing data spending to see slower growth.
    3. B2B marketers are taking a cautious approach toward data investments.
    1. What factors influenced this forecast?
    2. Marketers should proceed with data strategies and partners that produce optimal results.
    3. Insider Intelligence Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    US B2B Marketing Data Spending, 2021-2025 (billions and % change)US B2B Marketing Data Spending vs. B2B Martech Spending, 2021-2025 (billions and % change)
    How Do UK/US B2B Marketers Acquire Marketing Data? (% of respondents, March 2023)Most Important Factors When Choosing Data Providers According to UK/US B2B Marketers, March 2023 (% of respondents)

    Interviewed for This Report

    Chris Comstock
    Claravine
    Chief Growth Officer
    Interviewed August 30, 2023
    Chris DeMartine
    Programmatic B2B
    Chief Commercial Officer
    Interviewed September 13, 2023
    Lynn Tornabene
    Anteriad
    CMO
    Interviewed September 15, 2023

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    authors

    Kelsey Voss

    Contributors

    Rahul Chadha
    Director, Report Editing
    Wendy Louie-Lam
    Senior Forecasting Analyst
    Jennifer Merritt
    Vice President, Content
    Evelyn Mitchell-Wolf
    Senior Analyst, Digital Advertising & Media
    Tracy Tang
    Senior Researcher