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.
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?
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
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.
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