Overall Spend

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1

Hello,

I’m researching the size of our market for a funding deck that we are putting together. I am wondering if anyone can tell me what the overall marketing spend for US B2B companies was in 2023? Or any of the last 3 years. I’m trying to establish our TAM (Total Addrsessable Market). Any help would be appreciated.

2

Hey @DBrennan74, thank you for posting in our Community!

Determining the overall marketing spend for US B2B companies can be a valuable step in assessing your Total Addressable Market (TAM). While specific data for a single year’s marketing spend across all B2B companies might not be readily available, there are several approaches you can take to estimate this figure.

To our top experts, @danmoyle **@RatulRahman **any recommendations for @DBrennan74 ?

Thank you,

Pam

3

Thanks for the tag @PamCotton. Hi and welcome to the community @DBrennan74. I’m with Pam on this one - that’s a big question that may be difficult to pin down.

That data is often not publicly disclosed or readily available. However, you might be able to find data if you explore various sources to try and gain insights into industry trends. Here are a few ideas I found with a quick search.

Market Research Reports:

  • Look for industry-specific market research reports published by reputable firms such as Forrester, Gartner, or Statista. These reports often include market size and spending trends.

Financial Reports**:**

  • Examine the annual reports of major B2B companies, especially those in the marketing, advertising, or technology sectors. Companies sometimes disclose their marketing expenditures in these reports.

Surveys and Studies:

  • Check for surveys conducted by marketing associations, research organizations, or industry publications. They may provide aggregated data on marketing spend in the B2B sector.

Government and Regulatory Agencies:

  • Some government agencies compile industry statistics. For example, the U.S. Census Bureau or the Bureau of Economic Analysis may have relevant data.

Industry Conferences and Events:

  • Attend industry conferences or events often include information as experts share insights on market trends and spending patterns. Even if you can’t attend, a lot of these events have takeaways you might be able to find.

Online Databases:

  • Utilize online databases and platforms that aggregate industry data. These may include databases like IBISWorld, PitchBook, or similar platforms.

Professional Associations:

  • Industry-specific associations or organizations may conduct surveys or research studies that provide insights into marketing expenditures.

Financial News and Analysis:

  • Monitor financial news and analysis from reputable sources for any insights or estimates regarding overall marketing spend in the B2B sector.

For instance, in this resource I found that “in 2022, B2B marketing data spending in the United States equaled 3.65 billion U.S. dollars. During 2023, this number stood at around 3.74 billion, and is expected to grow to approximately 3.98 billion by 2025.”