B2B marketers in the US expect to increasingly focus their budgets on tech, data, and events in the coming years, according to recent research from Plural Strategy.

The report was based on data from a survey conducted in March 2024 among B2B marketers in the United States.

In the next four years (2024-2028), B2B marketers expect spend to increase most on tech and data (+13% CAGR) and events and sponsorships (+8%). They expect spend to decrease most on traditional media (-3% CAGR).

Some 24% of US B2B marketers expect events to increase in importance over the next two years, with most (69%) of that group saying they expect to focus on maximizing the potential of existing events rather than focusing on additional events.

US B2B marketers expect video to be the digital format that increases most in importance over the next two years and social media to be the channel that increases most in importance.

About the research: The report was based on data from a survey conducted in March 2024 among B2B marketers in the United States.