For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

Key stat: US B2B marketing data spending will grow 2.5% in 2024, up slightly from 2023’s 2.3% growth but still below pandemic growth rates of over 4%, per our forecast.

Beyond the chart:

• B2B marketers invested heavily in data during the pandemic as in-person leads dried up.
• Now, B2B firms are having to make do with tighter budgets, forcing them to make cuts on nonessential spending, according to our US B2B Marketing Data Spending Forecast 2023 Update report.
• Marketers must be strategic with their data investments, using help from third-party services or walled gardens to supplement their proprietary data.

Use this chart:

• Identify trends in US B2B marketing data spending.

More like this:

• US B2B Marketing Data Spending Forecast 2023 Update (Insider Intelligence subscription required)
• B2B marketing firms are spending less and focused on ROI for 2023 and 2024
• B2B digital ad spend lags post-pandemic, hinting at prolonged recovery
• Post-cookie preparation lags due to deprecation delays and slow adoption of new tools

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.