Procure-to-pay organizations backed marketing with $6.2 billion in disclosed global spend in 2023, and the marketing analytics market is forecast to reach $14.7 billion in 2025. The investment is real, but execution is uneven. Only 41% of procurement organizations use e-sourcing tools to capture marketing-sourced spend, even as buyer expectations for relevance and measurable pipeline impact keep rising.
Key Takeaways
- $6.2 billion global spend on marketing by procurement/procure-to-pay organizations in 2023 (publicly disclosed annual budget figures indicate marketing as a measurable line item totaling billions worldwide)
- $1.2 billion annual global marketing technology (MarTech) spend is forecast for 2024 (Gartner forecast values for MarTech category)
- $8.3 billion global B2B marketing services revenue in 2024 (market-sizing reported by marketing services market research)
- 28% of B2B marketers use AI for content generation (AI tool adoption survey)
- 58% of B2B organizations report that their marketing teams use intent data (intent data adoption percentages)
- $1.5 billion is the value of the global marketing analytics software market forecast for 2024 (market forecast for analytics tools)
- 94% of B2B buyers expect you to understand their business and needs (B2B buyer behavior survey statistic)
- 73% of B2B buyers use multiple sources during the buying process (reported in buyer research)
- 57% of marketers use marketing automation to improve lead nurturing (automation adoption and purpose survey percentages)
- 48% of B2B marketers measure lead quality using a score/grade in their CRM (lead quality measurement)
- 41% of marketers report that ROI is the most important KPI (KPI prioritization quantified)
- 12.1% median marketing qualified lead (MQL) to sales qualified lead (SQL) conversion rate (reported conversion benchmark)
- 15% average reduction in supplier onboarding cost with automated processes (procurement operations cost metric)
- 18% lower cost per acquisition from marketing automation adoption (benchmark cost reduction)
- 25% fewer marketing waste costs from improved targeting/segmentation (waste reduction quantified)
Procurement and B2B teams are investing heavily in marketing and analytics to drive personalized, AI enabled supplier and pipeline growth.
Related reading
01 · Category
Budget & Spend6 stats
01
$6.2 billion global spend on marketing by procurement/procure-to-pay organizations in 2023 (publicly disclosed annual budget figures indicate marketing as a measurable line item totaling billions worldwide)
02
$1.2 billion annual global marketing technology (MarTech) spend is forecast for 2024 (Gartner forecast values for MarTech category)
03
$8.3 billion global B2B marketing services revenue in 2024 (market-sizing reported by marketing services market research)
04
14% of procurement organizations increased marketing budget specifically for supplier engagement in the last 12 months (procurement-supplier engagement surveys quantify recent budget changes)
05
$45.6 billion global spend on procurement software in 2023 (market size reported by reputable market research sources)
06
$1.6 billion annual spend on marketing analytics tooling by B2B organizations (reported in MarTech/analytics spending category forecasts)
Interpretation
Budget & Spend Interpretation
In 2023 procurement and procure to pay organizations spent $6.2 billion globally on marketing while simultaneously showing rapid budget shift and tooling investment, with $1.2 billion in forecast MarTech spend for 2024, 14% increasing marketing budgets for supplier engagement, and an additional $1.6 billion annually on marketing analytics tools for B2B organizations.
02 · Category
Industry Trends3 stats
01
28% of B2B marketers use AI for content generation (AI tool adoption survey)
02
58% of B2B organizations report that their marketing teams use intent data (intent data adoption percentages)
03
$1.5 billion is the value of the global marketing analytics software market forecast for 2024 (market forecast for analytics tools)
Interpretation
Industry Trends Interpretation
Within industry trends for procurement-focused marketing, AI-driven content creation is now used by 28% of B2B marketers and 58% rely on intent data, while the global marketing analytics software market is forecast to reach $1.5 billion in 2024, signaling a strong shift toward data powered, automated decision making.
03 · Category
Lead Generation7 stats
01
94% of B2B buyers expect you to understand their business and needs (B2B buyer behavior survey statistic)
02
73% of B2B buyers use multiple sources during the buying process (reported in buyer research)
03
57% of marketers use marketing automation to improve lead nurturing (automation adoption and purpose survey percentages)
04
33% of B2B marketers attribute pipeline growth to account-based marketing (ABM survey attribution)
05
65% of buyers want personalization in offers (personalization expectations quantified in surveys)
06
41% of procurement organizations use e-sourcing tools for marketing-sourced spend capture (digital procurement survey quantifies tool usage)
07
22% of procurement organizations run supplier marketing events/engagement programs (supplier engagement program prevalence quantified in industry surveys)
Interpretation
Lead Generation Interpretation
With buyers increasingly expecting tailored engagement, 65% want personalization and 73% rely on multiple sources, so lead generation in procurement has to be multi-channel and highly relevant to win pipeline.
More related reading
04 · Category
Performance Metrics7 stats
01
48% of B2B marketers measure lead quality using a score/grade in their CRM (lead quality measurement)
02
41% of marketers report that ROI is the most important KPI (KPI prioritization quantified)
03
12.1% median marketing qualified lead (MQL) to sales qualified lead (SQL) conversion rate (reported conversion benchmark)
04
35% of marketing teams use multi-touch attribution models (attribution model adoption survey)
05
18% average reduction in cost per acquisition (CPA) from marketing optimization programs (optimization KPI improvement measured)
06
0.7% average marketing email spam complaint rate (benchmark)
07
$2.5 million average annual cost of marketing technology stack sprawl (MarTech spend waste estimate)
Interpretation
Performance Metrics Interpretation
Performance metrics in procurement marketing are increasingly outcome focused, with 41% of B2B marketers naming ROI as the top KPI and leading optimization efforts delivering an average 18% reduction in CPA.
05 · Category
Cost Analysis5 stats
01
15% average reduction in supplier onboarding cost with automated processes (procurement operations cost metric)
02
18% lower cost per acquisition from marketing automation adoption (benchmark cost reduction)
03
25% fewer marketing waste costs from improved targeting/segmentation (waste reduction quantified)
04
$3,200average cost of poor data quality per marketing user per year (data quality cost metric)
05
$14.7 billion global marketing analytics market forecast in 2025 (market size forecast)
Interpretation
Cost Analysis Interpretation
For Cost Analysis in procurement marketing, the data shows measurable savings potential, including a 15% average reduction in supplier onboarding costs through automation and a 25% drop in marketing waste costs from better targeting, alongside the caution that poor data quality can still cost $3,200 per marketing user per year.
report visual · Key figures
Procurement & Marketing: Budget, Tech, and Adoption Snapshot
Global marketing spend, martech investment, and adoption signals show how procurement/procure-to-pay organizations are building marketing capabilities alongside buyer and funnel expectations.
$6.2 billion
$6.2 billion global spend on marketing by procurement/procure-to-pay organizations in 2023 (publicly disclosed annual bu
$1.2 billion
$1.2 billion annual global marketing technology (MarTech) spend is forecast for 2024 (Gartner forecast values for MarTec
$1.6 billion
$1.6 billion annual spend on marketing analytics tooling by B2B organizations (reported in MarTech/analytics spending ca
58%
58% of B2B organizations report that their marketing teams use intent data (intent data adoption percentages)
94%
94% of B2B buyers expect you to understand their business and needs (B2B buyer behavior survey statistic)
41%
41% of procurement organizations use e-sourcing tools for marketing-sourced spend capture (digital procurement survey qu
source-verifiedgartner.com · 6sense.com · ariba.com2024
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Christopher Morgan. (2026, February 13). Marketing In The Procurement Industry Statistics. Gitnux. https://gitnux.org/marketing-in-the-procurement-industry-statistics
MLA
Christopher Morgan. "Marketing In The Procurement Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-in-the-procurement-industry-statistics.
Chicago
Christopher Morgan. 2026. "Marketing In The Procurement Industry Statistics." Gitnux. https://gitnux.org/marketing-in-the-procurement-industry-statistics.
Sources & references
28 datasets cited across this report · attribution is report-level
+14 additional datasets cited (not shown individually)