US B2B Martech Spending Forecast 2022

Digital-First Marketing Drives Growth in B2B Martech Spending

Report by Kelsey Voss  | Oct 13, 2022
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Table of Contents
Executive Summary
Key Points
The B2B Martech Ecosystem
How Big Is US Martech Spending Overall?
What Trends Affect This Forecast?
What Does This Forecast Mean for B2B Marketers?
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
B2B martech spending will continue to grow—largely due to the pandemic. Martech will remain a key investment for B2B marketers, as they rely on it to engage with audiences and drive revenues.
Topics
Marketing Technology
B2B Marketing
United States
Table of Contents
Executive Summary
Key Points
The B2B Martech Ecosystem
How Big Is US Martech Spending Overall?
What Trends Affect This Forecast?
What Does This Forecast Mean for B2B Marketers?
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Executive Summary

B2B marketing technology (martech) spending will continue to grow in 2022, albeit at a slower pace than at the height of the pandemic. Back then, there was an acute rush among B2B companies to build out and modernize martech stacks, elevating spending. As B2B marketers become increasingly digital-first, martech spending will continue to grow. By 2024, B2B martech spending will be $8.51 billion.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How much will be spent on US B2B martech?
  2. What trends and market conditions are affecting this forecast?
  3. What does this forecast mean for B2B marketers?

WHAT’S IN THIS REPORT? This inaugural report provides a forecast for B2B martech spending through 2024, describes key trends driving growth, and offers marketers guidance on investing in martech.

US B2B Marketing Technology Spending, 2020-2024 (billions and % change)
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KEY STAT: B2B martech spending will total $6.59 billion in 2022 and grow by nearly 30% over the next two years.

Here’s what’s in the full report

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8charts

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8expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. The B2B Martech Ecosystem
    4. How Big Is US Martech Spending Overall?
    1. What Trends Affect This Forecast?
    2. What Does This Forecast Mean for B2B Marketers?
    3. Insider Intelligence Interviews
    4. Read Next
    1. Sources
    2. Media Gallery

    Charts in This Report

    US B2B Marketing Technology Spending, 2020-2024 (billions and % change)US Marketing Technology Spending, 2020-2024 (billions and % change)
    What B2B Buyers Worldwide Want in Self-Serve Purchases, Feb 2022 (% of respondents)Marketing Solutions B2B Marketing Professionals Worldwide Feel They Cannot Do Without, Jan 2022 (% of respondents)
    Important Factors When Choosing a Replacement for Marketing Technology Solutions According to Marketers Worldwide, 2021 & 2022 (% of respondents)Essential Elements of Successful Multichannel Marketing Strategies According to US B2B Marketers, June 2022 (% of respondents)
    Attitudes of C-Level Executives Worldwide Toward Marketing Technology, April 2022 (% of respondents)Strategies US B2B Marketers Are Prioritizing to Combat the Loss of Third-Party Cookies, May 2022 (% of respondents)

    Interviewed for This Report

    Leslie Cocco Alore
    Ivanti
    Global Vice President, Growth Marketing
    Interviewed June 23, 2022
    Scott Brinker
    Chiefmartec.com
    Editor
    Interviewed August 15, 2022
    Raj De Datta
    Bloomreach
    CEO and Co-founder
    Interviewed August 23, 2022
    Danny McKeever
    Integrate
    Senior Director, Marketing Operations and Technology
    Interviewed July 1, 2022
    Jon Miller
    Demandbase
    CMO
    Interviewed July 18, 2022
    Sydney Sloan
    Stage 2 Capital
    Limited Partner
    Interviewed June 22, 2022
    Stephen Streich
    Oracle
    Group Vice President, Product, Oracle Marketing
    Interviewed July 6, 2022
    Scott Vaughan
    Vaughan Go-to-Market Advisory
    Chief Market Officer, GTM and Marketing Advisor
    Interviewed September 28, 2022

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    authors

    Kelsey Voss

    Contributors

    Oscar Bruce Jr.
    Senior Forecasting Analyst
    Dave Frankland
    Principal Analyst, Marketing
    Ann Marie Kerwin
    VP, Content
    Melissa Rosenberg
    Senior Researcher
    Shelleen Shum
    Senior Director, Forecasting