Contact Sales:1-800-405-0844
Does my company subscribe?
Newsletter sign-up
Log in
Become a ClientGet a DemoPricing
InsightsEventsPricing

Industries Overview

Our research focuses on the five core coverage areas below. We apply our rigorous research methodology to our reports, charts, forecasts, and more to keep our clients at the forefront of key developments and trends before they hit the mainstream.
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →
All Topics

Latest Articles

Browse All →

Klarna eyes competitive edge through ChatGPT partnership

Article |
 Mar 27, 2023

Spooked bondholders and a sanctions probe reignite banking fears in Europe

Article |
 Mar 27, 2023

Geico, Allstate lead the insurance industry in advertising spending cuts

Article |
 Mar 27, 2023

5 developments to watch on the generative AI startup front

Article |
 Mar 27, 2023

Lack of clarity on Dish’s ransomware attack results in stock trading at a five-year low

Article |
 Mar 27, 2023
Explore our Research →

Products

Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More →
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More →
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More →
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More →
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More →

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More →
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More →
Events
Browse our upcoming and past webinars and other events.
Learn More →
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More →

US B2B Martech Spending Forecast 2022

Digital-First Marketing Drives Growth in B2B Martech Spending

Report by Kelsey Voss  |  Oct 13, 2022
Download
Report
Deck
The One-Pager
Share
Table of Contents
Executive Summary
Key Points
The B2B Martech Ecosystem
How Big Is US Martech Spending Overall?
What Trends Affect This Forecast?
What Does This Forecast Mean for B2B Marketers?
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
B2B martech spending will continue to grow—largely due to the pandemic. Martech will remain a key investment for B2B marketers, as they rely on it to engage with audiences and drive revenues.
Topics
Marketing Technology
B2B Marketing
United States
Table of Contents
Executive Summary
Key Points
The B2B Martech Ecosystem
How Big Is US Martech Spending Overall?
What Trends Affect This Forecast?
What Does This Forecast Mean for B2B Marketers?
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

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.

US B2B Marketing Technology Spending, 2020-2024 (billions and % change)
E-Mail ChartDownload

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

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

8charts

Reliable data in simple displays for presentations and quick decision making.

8expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. The B2B Martech Ecosystem
    4. How Big Is US Martech Spending Overall?
    1. What Trends Affect This Forecast?
    2. What Does This Forecast Mean for B2B Marketers?
    3. Insider Intelligence Interviews
    4. Read Next
    1. Sources
    2. Media Gallery

    Charts in This Report

    US B2B Marketing Technology Spending, 2020-2024 (billions and % change)US Marketing Technology Spending, 2020-2024 (billions and % change)
    What B2B Buyers Worldwide Want in Self-Serve Purchases, Feb 2022 (% of respondents)Marketing Solutions B2B Marketing Professionals Worldwide Feel They Cannot Do Without, Jan 2022 (% of respondents)
    Important Factors When Choosing a Replacement for Marketing Technology Solutions According to Marketers Worldwide, 2021 & 2022 (% of respondents)Essential Elements of Successful Multichannel Marketing Strategies According to US B2B Marketers, June 2022 (% of respondents)
    Attitudes of C-Level Executives Worldwide Toward Marketing Technology, April 2022 (% of respondents)Strategies US B2B Marketers Are Prioritizing to Combat the Loss of Third-Party Cookies, May 2022 (% of respondents)

    Interviewed for This Report

    Leslie Cocco Alore
    Ivanti
    Global Vice President, Growth Marketing
    Interviewed June 23, 2022
    Scott Brinker
    Chiefmartec.com
    Editor
    Interviewed August 15, 2022
    Raj De Datta
    Bloomreach
    CEO and Co-founder
    Interviewed August 23, 2022
    Danny McKeever
    Integrate
    Senior Director, Marketing Operations and Technology
    Interviewed July 1, 2022
    Jon Miller
    Demandbase
    CMO
    Interviewed July 18, 2022
    Sydney Sloan
    Stage 2 Capital
    Limited Partner
    Interviewed June 22, 2022
    Stephen Streich
    Oracle
    Group Vice President, Product, Oracle Marketing
    Interviewed July 6, 2022
    Scott Vaughan
    Vaughan Go-to-Market Advisory
    Chief Market Officer, GTM and Marketing Advisor
    Interviewed September 28, 2022

    authors

    Kelsey Voss

    Contributors

    Oscar Bruce Jr.
    Senior Forecasting Analyst
    Dave Frankland
    Principal Analyst, Marketing
    Ann Marie Kerwin
    VP, Content
    Melissa Rosenberg
    Senior Researcher
    Shelleen Shum
    Senior Director, Forecasting
    Already have a subscription?Sign In

    Access All Charts and Data

    Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

    Become a Client

    Geographies

    Insider Intelligence

    Media Services

    Free Content

    Contact Us →

    Worldwide HQ

    11 Times SquareNew York, NY 100361-800-405-0844

    Sales Inquiries

    1-800-405-0844ii-sales@insiderintelligence.com

    * Copyright © 2023 
    Insider Intelligence Inc. All Rights Reserved.