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EMARKETER
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B2B Marketing Data Spending
Overall
Marketing Technology Spending
B2B
B2B Marketing Data Spending
B2B Marketing Technology Spending
B2C
B2C Marketing Technology Spending
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Source & Notes
Data Table
Source: EMARKETER Forecast- July 2025 
Note: includes spending by companies on firmographic, intent, and other third-party data that marketers use to understand and engage with B2B prospects and customers; excludes spending on related technology
Methodology: Estimates are based on the analysis of data from other research firms and government agencies, historical trends, reported and estimated revenues from company reports, and macro-level economic conditions.
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