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.
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
How much will be spent on US B2B martech?
What trends and market conditions are affecting this forecast?
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.
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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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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