What will B2B marketers in the United States be increasing their spend on in the coming years? Which tactics and strategies do they think will grow in importance?

To find out, researchers at Plural Strategy surveyed marketers in the US and also conducted an analysis of published data on marketing spend and insights from the group's client engagements.

The researchers forecast B2B marketing spend to increase by a compound annual growth rate (CAGR) of 6% from 2024 to 2028.

The top areas in which spend is expected to increases are tech and data (13% CAGR) and events and sponsorship (8% CAGR).

Some 77% of B2B marketers in the US expect the importance of intent data to increase in the next two years.

Some 90% of B2B marketers in the US expect the importance of digital video to increase in the next two years.

About the research: The report was based on data from a survey of B2B marketers in the US as well as an analysis of published data on marketing spend and insights from the Plural Strategy's client engagements.

Enter your email address to continue reading

B2B Marketing Trends on the Rise: Tech, Events, Intent Data, and Video

Don't worry...it's free!

Already a member? Sign in now.

Sign in with your preferred account, below.

Did you like this article?
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
  • Copy Link

  • Email

  • Twitter

  • Facebook

  • Pinterest

  • Linkedin

  • AI


ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji