US B2B marketing data spending growth will slow in 2023 thanks to uncertain economic conditions, tighter budgets, and a slowdown in marketing technology (martech) spending. But data will remain crucial for business success, so marketers must prioritize first- and third-party investments that support pipeline growth, enhance the customer experience, and demonstrate ROI.

Key Question: What are the key developments in B2B marketing data spend and how should marketers respond to them?

KEY STAT: In 2023, US B2B marketing data spending will reach $3.74 billion, up just 2.3% YoY.