US B2B Martech Spending Forecast 2023

Growth Slows and Marketers Prioritize Martech With Proven ROI

US B2B marketing technology (martech) spending growth will slow considerably in 2023. Facing economic uncertainties and tighter budgets, B2B marketers must streamline their tech stacks, eliminate ineffective tools, and prioritize tech that shows ROI. Martech providers should adapt by offering essential value-driven solutions.

Key Question: What factors are affecting B2B martech growth in 2023?

KEY STAT: Following a rush during the pandemic, B2B martech spending growth will slow to 12.7% YoY in 2023, down from 18.5% in 2022.

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    Table of Contents

    1. Executive Summary
    2. B2B martech spending growth slows in the face of uncertainty.
    3. It’s the end of rapid growth for B2B martech.
    1. What trends and conditions are affecting this forecast?
    2. Martech providers are focusing on their B2B offerings.
    3. Insider Intelligence Interviews
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Assaf Baciu
    COO and Co-Founder
    Interviewed July 25, 2023
    Chris Comstock
    Chief Growth Officer
    Interviewed August 30, 2023
    Jennifer Griffin Smith
    Interviewed July 26, 2023
    Chip House
    Interviewed August 2, 2023
    Ruth Juni
    Director, Product Marketing
    Interviewed July 31, 2023
    Jackie Palmer
    Vice President, Product and Industry Marketing
    Interviewed July 31, 2023
    Lisa Spira
    Vice President, Content Intelligence
    Interviewed July 27, 2023
    Lynn Tornabene
    Interviewed July 26, 2023
    Scott Vaughan
    Vaughan GTM Advisory
    Chief Market Officer
    Interviewed July 27, 2023

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    First Published on Sep 29, 2023


    Kelsey Voss


    Rahul Chadha
    Director, Report Editing
    Wendy Louie-Lam
    Senior Forecasting Analyst
    Jennifer Merritt
    Vice President, Content

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