A. Guttmann
Research Lead covering media
B2B advertising and marketing in the United States — statistics & facts
B2B marketing and advertising in the United States remains a dynamic and fast moving sector, with investment continually rising. In 2024, U.S. business-to-business marketing spending reached approximately 107 billion U.S. dollars and is projected to climb to 144 billion by 2030, reflecting a strong annual growth. Pillars of B2B strategies, conferences, trade shows, and corporate sponsorships continue to play a key role, enabling firms to build direct relationships, demonstrate expertise, and showcase products. Investment in events and sponsorships is expected to keep growing, alongside a continued shift toward digital-first approaches. By 2028, online B2B marketing spending is anticipated to surpass that of traditional paid media.
