US B2C Martech Spending Forecast 2022

Despite a Post-Pandemic Dip in Growth Rate, Spending Remains Strong and Opportunities Abound

Report by Dave Frankland  | Sep 22, 2022
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Table of Contents
Executive Summary
Key Points
The Martech Ecosystem
What’s Affecting the Growth in Martech?
What Does This Forecast Mean for Martech Buyers and Users?
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
Despite a post-pandemic dip in annual growth, robust spending on martech will result in a $14.54 billion market in 2022.
Topics
Marketing Technology
United States
Table of Contents
Executive Summary
Key Points
The Martech Ecosystem
What’s Affecting the Growth in Martech?
What Does This Forecast Mean for Martech Buyers and Users?
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Executive Summary

Marketing technology (martech) represents a strategic investment for business-to-consumer (B2C) brands aiming to engage and build relationships with individuals. Despite a post-pandemic dip in growth rate, robust spending will lead to a $14.54 billion market in 2022.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How much is spent on martech in the US?
  2. What’s affecting growth in martech spending?
  3. What do the trends mean for martech buyers and users?

WHAT’S IN THIS REPORT? Our inaugural forecast for US B2C martech spending and trends from 2020 to 2024.

US B2C Marketing Technology Spending, 2020-2024 (billions and % change)
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KEY STAT: Growth in digitally focused technology investments will slow this year, following a pandemic bump. But robust spending will lead to a $14.54 billion market in 2022.

Here’s what’s in the full report

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5charts

Reliable data in simple displays for presentations and quick decision making.

9expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. The Martech Ecosystem
    1. What’s Affecting the Growth in Martech?
    2. What Does This Forecast Mean for Martech Buyers and Users?
    3. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Charts in This Report

    US B2C Marketing Technology Spending, 2020-2024 (billions and % change)US Marketing Technology Spending, 2020-2024 (billions and % change)
    Customer Data Platform (CDP) Capabilities That Are Most Important to Meeting Their Customer Data Goals According to US CDP Professionals, Jan 2022 (% of respondents)Biggest AI-Related Risks US Executives Are Currently Facing, Jan 2022 (% of respondents)
    Important Factors When Choosing a Replacement for Marketing Technology Solutions at Their Company According to Marketers Worldwide, 2021 & 2022 (% of respondents)

    Interviewed for This Report

    Darryl Bolduc
    Acoustic
    Senior Director, Product
    Interviewed July 15, 2022
    Scott Brinker
    chiefmartec.com
    Editor
    Interviewed August 15, 2022
    Tom Coburn
    Jebbit
    CEO and Co-founder
    Interviewed July 31, 2022
    Raj De Datta
    Bloomreach
    CEO and Co-founder
    Interviewed August 23, 2022
    Danielle Gotkis
    Pecan AI
    Senior Vice President, Global Marketing
    Interviewed September 2, 2022
    Matt Kilmartin
    Habu
    Co-founder and CEO
    Interviewed July 24, 2022
    Peter Rice
    Kepler
    Associate Vice President, Marketing Systems Strategy
    Interviewed July 18, 2022
    Stephen Streich
    Oracle
    Group Vice President, Product, Oracle Marketing
    Interviewed July 6, 2022
    Zack Wenthe
    Treasure Data
    Senior Technical Product Marketing Manager
    Interviewed July 21, 2022

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    authors

    Dave Frankland

    Contributors

    Oscar Bruce Jr.
    Senior Forecasting Analyst
    Ann Marie Kerwin
    VP, Content
    Shelleen Shum
    Senior Director, Forecasting
    Tracy Tang
    Senior Researcher
    Kelsey Voss
    Principal Analyst