US B2C Martech Spending Forecast 2022

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

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.


  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.

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


Exportable files for easy reading, analysis and sharing.


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

    Interviewed for This Report

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

    Access full deck

    View a slide-show representation of this report’s key insights, where carefully vetted data is combined with industry trend analysis, included at no extra cost.
    Download PPTX














    Access All Charts and Data

    Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.


    Dave Frankland


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

    "Behind the Numbers" Podcast