US B2B Martech Spending Forecast 2023

Growth Slows and Marketers Prioritize Martech With Proven ROI

Report by Kelsey Voss  | UPDATED: Dec 22, 2023
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Executive Summary
B2B martech spending growth slows in the face of uncertainty.
It’s the end of rapid growth for B2B martech.
What trends and conditions are affecting this forecast?
Martech providers are focusing on their B2B offerings.
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
US B2B martech spending growth will slow due to economic uncertainties and tighter budgets, prompting marketers to optimize their tech stacks for ROI.
Topics
B2B Marketing
US
Table of Contents
Executive Summary
B2B martech spending growth slows in the face of uncertainty.
It’s the end of rapid growth for B2B martech.
What trends and conditions are affecting this forecast?
Martech providers are focusing on their B2B offerings.
Insider Intelligence Interviews
Sources
Media Gallery

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?

US B2B Marketing Technology (Martech) Spending, 2021-2025 (billions and % change)
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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

    Charts in This Report

    US B2B Marketing Technology (Martech) Spending, 2021-2025 (billions and % change)Change in Marketing Technology (Martech) Budget According to US B2B Marketers, by Company Revenues, April 2023 (% of respondents)
    How Has the Forecast for US B2B Marketing Technology (Martech) Spending Changed? (% change, 2021-2025)Changes in Technology Usage Due to Economic Climate According to B2B Technology Buyers Worldwide, March 2023 (% of respondents)
    Marketing Techniques That B2B Marketers Worldwide Plan to Use, May 2023 (% of respondents)Sources Used by B2B Marketers Worldwide to Inform Their Purchasing Decisions, March 2023 (% of respondents)

    Interviewed for This Report

    Assaf Baciu
    Persado
    COO and Co-Founder
    Interviewed July 25, 2023
    Chris Comstock
    Claravine
    Chief Growth Officer
    Interviewed August 30, 2023
    Jennifer Griffin Smith
    Acquia
    CMO
    Interviewed July 26, 2023
    Chip House
    Insightly
    CMO
    Interviewed August 2, 2023
    Ruth Juni
    Demandbase
    Director, Product Marketing
    Interviewed July 31, 2023
    Jackie Palmer
    Demandbase
    Vice President, Product and Industry Marketing
    Interviewed July 31, 2023
    Lisa Spira
    Persado
    Vice President, Content Intelligence
    Interviewed July 27, 2023
    Lynn Tornabene
    Anteriad
    CMO
    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

    authors

    Kelsey Voss

    Contributors

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