Winterberry Group’s report projects a rise in B2B marketing and adspend this year

Marie Griffin

Discusses the growth of business-to-business (B2B) spend and what channels will see the most dollars.

Courtesy of the Winterberry Group

Bruce Biegel of the Winterberry Group says that despite current economic headwinds he’s bullish on the prospects of the not-too-distant future, particularly when it comes to digital spending.

Spending on business-to-business (B2B) advertising and marketing is projected to grow 7.5 percent this year, to $53.7 billion, finally outstripping pre-pandemic levels, according to Winterberry Group’s recent report, “Outlook for B2B Advertising and Marketing 2023: Clouds on the Horizon or Steady Growth?” With the onset of the COVID-19 pandemic in early 2020, B2B spending plunged 31 percent, to $34.6 billion from $50.4 billion in 2019,...

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