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Marketing Strategy – The key areas where B2B marketers are expected to increase their spend

B2B marketers in the US expect to increasingly focus their budgets on technology, 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.

Over the next four years (2024-2028), B2B marketers expect spending on technology and data (+13% CAGR) and events and sponsorships (+8%) to increase the most. They expect spending on traditional media to decline the most (-3% CAGR).

About 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 to focus on additional events.

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

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

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