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EMARKETER

US B2B Martech Spending Forecast 2025

Growth Returns With a Focus on Speed, ROI, and AI

Report by Kelsey Voss  |  Aug 20, 2025
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Table of Contents
Executive Summary
B2B martech investment rebounds as AI reshapes priorities
Recommendations for brands and providers
Sources
Media Gallery
About This Report
Efficiency, ROI, and AI integration are now driving B2B martech buying decisions. Marketers are consolidating stacks, prioritizing automation, and investing in tools that deliver measurable performance gains.
Topics
B2B Marketing
United States
Table of Contents
Executive Summary
B2B martech investment rebounds as AI reshapes priorities
Recommendations for brands and providers
Sources
Media Gallery

This report explores how B2B marketers are prioritizing marketing technology (martech) investments to streamline operations, drive ROI, and integrate AI. It outlines which types of tools are gaining traction and how stacks and teams are evolving to meet performance demands.

Key Question: What factors are affecting martech growth in 2025?

Key Stat: US B2B martech spending will grow at a steady pace from 2025 to 2027, reaching $13.97 billion in 2027.

US B2B Marketing Technology Spending Will Be Nearly $14 Billion in 2027 (billions in US B2B marketing technology spending and % change, 2023-2027 (redacted))
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Table of Contents

  1. Executive Summary
  2. B2B martech investment rebounds as AI reshapes priorities
  1. Recommendations for brands and providers
  2. Sources
  1. Media Gallery

Charts in This Report

US B2B Marketing Technology Spending Will Be Nearly $14 Billion in 2027 (billions in US B2B marketing technology spending and % change, 2023-2027 (redacted))US B2B Marketing Technology Spending Will Be Nearly $14 Billion in 2027 (billions in US B2B marketing technology spending and % change, 2023-2027)
US B2C Marketing Technology Spending Will Exceed $29 Billion in 2027 (billions in US B2C marketing technology spending and % change, 2023-2027)Social Media and Customer Relationship Management Lead 2025 Martech Investment Plans (% of marketing decision-makers worldwide, Oct 2024)
Martech Will Gain Budget Share in 2025 (% of marketing decision-makers worldwide, 2024 vs. 2025)AI Is Expected to Significantly Affect Digital Strategies in the Next Five Years (% of marketing decision-makers worldwide, Oct 2024)
Marketers Will Focus on AI Investment for Personalization and Segmentation (% of marketing decision-makers worldwide, Oct 2024)

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
Max Willens
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