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
How much is spent on martech in the US?
What’s affecting growth in martech spending?
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.
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9expert perspectives
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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?
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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Customer Data Platform (CDP) Capabilities That Are Most Important to Meeting Their Customer Data Goals According to US CDP Professionals, 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)