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,...