US B2B marketing data spending growth remains sluggish amid economic pressures

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Key stat: US B2B marketing data spending will grow 2.5% in 2024, up slightly from 2023’s 2.3% growth but still below pandemic growth rates of over 4%, per our forecast.

Beyond the chart:

  • B2B marketers invested heavily in data during the pandemic as in-person leads dried up.
  • Now, B2B firms are having to make do with tighter budgets, forcing them to make cuts on nonessential spending, according to our US B2B Marketing Data Spending Forecast 2023 Update report.
  • Marketers must be strategic with their data investments, using help from third-party services or walled gardens to supplement their proprietary data.

Use this chart:

  • Identify trends in US B2B marketing data spending.

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Methodology: Estimates are based on the analysis of data from other research firms and government agencies, historical trends, reported and estimated revenues from company reports, and macro-level economic conditions.

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