Executive Summary

B2B marketing technology (martech) spending will continue to grow in 2022, albeit at a slower pace than at the height of the pandemic. Back then, there was an acute rush among B2B companies to build out and modernize martech stacks, elevating spending. As B2B marketers become increasingly digital-first, martech spending will continue to grow. By 2024, B2B martech spending will be $8.51 billion.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

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

WHAT’S IN THIS REPORT? This inaugural report provides a forecast for B2B martech spending through 2024, describes key trends driving growth, and offers marketers guidance on investing in martech.

KEY STAT: B2B martech spending will total $6.59 billion in 2022 and grow by nearly 30% over the next two years.