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EMARKETER

US B2B Marketing Data Spending Forecast 2025

Growth Rebounds as AI and ROI Pressures Reshape Data Strategy

Report by Kelsey Voss  |  Aug 25, 2025
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Table of Contents
Executive Summary
B2B marketing data spending is increasing as marketers prioritize performance and AI
Sources
Media Gallery
About This Report
B2B marketing data spending is rising as marketers prioritize strategies that improve ROI, enable AI, and fuel pipeline growth. Trusted data sources and integrated tools are helping teams optimize segmentation, compliance, and campaign performance.
Topics
B2B Marketing
United States
Table of Contents
Executive Summary
B2B marketing data spending is increasing as marketers prioritize performance and AI
Sources
Media Gallery

This report examines how B2B marketers are investing in marketing data to include AI, improve segmentation, and drive pipeline growth. It highlights spending trends; emerging tools; and the growing importance of data quality, integration, and trust.

Key Question: What factors are affecting marketing data spending in 2025?

Key Stat: US B2B marketing data spending growth will accelerate from 0.5% in 2024 to 4.0% in 2027, reaching $4.13 billion.

US B2B Marketing Data Spending Will Exceed $4 Billion in 2027 (billions in US B2B marketing data spending and % change, 2023-2027 (redacted))
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Table of Contents

  1. Executive Summary
  2. B2B marketing data spending is increasing as marketers prioritize performance and AI
  1. Sources
  2. Media Gallery

    Charts in This Report

    US B2B Marketing Data Spending Will Exceed $4 Billion in 2027 (billions in US B2B marketing data spending and % change, 2023-2027 (redacted))US B2B Marketing Data Spending Will Exceed $4 Billion in 2027 (billions in US B2B marketing data spending and % change, 2023-2027)
    B2B Marketers Are Using AI Most for Content, Email, and Analytics (% of US B2B marketers, April 2025)B2B Marketers Plan to Invest Most Heavily in First-Party Data (% of B2B marketers worldwide, Feb 2025)
    Over Half of B2B Marketers Say 10% or More Leads Are Ruled Out by Sales Due to Poor Quality (% of US B2B marketers, April 2025)Incomplete and Duplicate Data Are the Top Barriers to Clean Lead Data (% of US B2B marketers, April 2025)

    authors

    Kelsey Voss

    Contributors

    Donte Gibson
    Senior Charts Editor
    Madan Kumar
    Copy Editor
    Chuck Rawlings
    Senior Researcher
    Heather Sprung
    Senior Editor
    Tracy Tang
    Senior Researcher
    Matt Torpey
    Senior Chart Editor
    Paul Verna
    VP, Content
    Yoram Wurmser
    Principal Analyst
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