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EMARKETER

US B2B Martech Spending Forecast 2023

Growth Slows and Marketers Prioritize Martech With Proven ROI

Report by Kelsey Voss  |  Sep 29, 2023
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Executive Summary
B2B martech spending growth slows in the face of uncertainty.
It’s the end of rapid growth for B2B martech.
What trends and conditions are affecting this forecast?
Martech providers are focusing on their B2B offerings.
Insider Intelligence Interviews
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Media Gallery
About This Report
US B2B martech spending growth will slow due to economic uncertainties and tighter budgets, prompting marketers to optimize their tech stacks for ROI.
Topics
B2B Marketing
US
Table of Contents
Executive Summary
B2B martech spending growth slows in the face of uncertainty.
It’s the end of rapid growth for B2B martech.
What trends and conditions are affecting this forecast?
Martech providers are focusing on their B2B offerings.
Insider Intelligence Interviews
Sources
Media Gallery

US B2B marketing technology (martech) spending growth will slow considerably in 2023. Facing economic uncertainties and tighter budgets, B2B marketers must streamline their tech stacks, eliminate ineffective tools, and prioritize tech that shows ROI. Martech providers should adapt by offering essential value-driven solutions.

Key Question: What factors are affecting B2B martech growth in 2023?

US B2B Marketing Technology (Martech) Spending, 2021-2025 (billions and % change)
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KEY STAT: Following a rush during the pandemic, B2B martech spending growth will slow to 12.7% YoY in 2023, down from 18.5% in 2022.

authors

Kelsey Voss

Contributors

Rahul Chadha
Director, Report Editing
Wendy Louie-Lam
Senior Forecasting Analyst
Jennifer Merritt
Vice President, Content
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