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EMARKETER

US B2B Marketing Data Spending Forecast 2023

Privacy and Economic Concerns Lead to Slower Growth

Report by Kelsey Voss  |  Jan 20, 2023
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Table of Contents
Executive Summary
Key Points
US B2B Marketing Data Explained
How Much Will US B2B Marketers Spend on Marketing Data in 2023?
What Trends, Market Conditions, and Challenges Affect This Forecast?
Where Should B2B Marketers Consider Investing?
EMARKETER Interviews
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About This Report
B2B marketers will increase spending on third-party data through 2024, but at a much slower pace than during the pandemic due to privacy regulations and economic conditions.
Topics
B2B Marketing
Data
US
Table of Contents
Executive Summary
Key Points
US B2B Marketing Data Explained
How Much Will US B2B Marketers Spend on Marketing Data in 2023?
What Trends, Market Conditions, and Challenges Affect This Forecast?
Where Should B2B Marketers Consider Investing?
EMARKETER Interviews
Sources
Media Gallery

Executive Summary

B2B marketing data spending will continue to grow through 2024, albeit at a slower pace than at the height of the pandemic. By 2024, B2B data spending will be $3.91 billion with a year-over-year (YoY) growth rate of 3.8%.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How much will be spent on US B2B marketing data?
  2. What trends and market conditions are affecting this forecast?
  3. What does this forecast mean for B2B marketers?

WHAT’S IN THIS REPORT? Our inaugural forecast for B2B marketing data spending through 2024, key trends affecting growth, and guidance to marketers on investing in third-party data.

US B2B Marketing Data Spending, 2020-2024 (billions and % change)
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KEY STAT: Spending on third-party B2B marketing data will hit $3.91 billion by 2024.

authors

Kelsey Voss

Contributors

Oscar Bruce Jr.
Senior Forecasting Analyst
Ann Marie Kerwin
VP, Content
Debra Aho Williamson
Principal Analyst
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