US B2B marketing data spending growth remains sluggish amid economic pressures

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

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.

More like this:

• US B2B Marketing Data Spending Forecast 2023 Update (Insider Intelligence subscription required)
• B2B marketing firms are spending less and focused on ROI for 2023 and 2024
• B2B digital ad spend lags post-pandemic, hinting at prolonged recovery
• Post-cookie preparation lags due to deprecation delays and slow adoption of new tools

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.