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).