I’m delighted to finally share with you the 2022 advertising and marketing technology landscape, a joint production concerning myself and Frans Riemersma of MartechTribe (and a total bunch of great contributors). Here are the vital points you want to know:
The wild-and-mad 11-yr development of the martech landscape appears to be like this:
Or, if you like a additional quantitative watch of the 6,521% development in excess of people 11 yrs:
We retired the moniker “Martech 5000”, which had quickly grow to be a misnomer. This year it would have been practically the Martech 10,000! Rather, we have renamed this undertaking “Martech Map” because…
We have launched a new interactive internet site at martechmap.com, free to use, that allows you lookup, kind, and filter the whole landscape. You can look for by key word. You can filter by a vendor’s HQ nation. You can rearrange the exhibit, zoom in, and even build a PDF of your have.
Disclaimer: the internet site is nevertheless in beta, so remember to bear with us through any tough edges.
You can also add to the data established — and remember to do! Come across a thing wrong in the information? Lacking vendor? Seller which is modified groups or long gone away? Permit us know. We look at this a group venture, and we gladly celebrate all of the contributors to it.
The huge scale and immediate charge of improve of the martech field and the wealth of remedies in just it was no for a longer time properly-served by a when-a-calendar year, static graphic. It’s a point in time, which is intriguing to see yr-in excess of-year. But we want this neighborhood source to be one thing that is up to date on a far more continual foundation.
By now developing the graphic algorithmically, it is effortless to launch updates in a make a difference of minutes — versus the darkish ages of hand-placing small logos manually on a slide (hats off to you, Anand Thaker and Jeff Eckman, for all your prior enable with that!). By applying a vendor’s favicon from their web-site, which we can refresh at any time, we also conserve both equally ourselves and suppliers from the angst of out-of-date logos.
The aesthetic is distinctive with this grid of favicon logos, but the realistic benefits of instant updates weigh seriously in its favor. Just as each other part of marketing and advertising and martech is evolving, so much too need to the martech landscape.
State of Martech 2022 Report
Of program, a single of the perennial reactions to the martech landscape is: how can there be so several sellers? How has this market place not consolidated nonetheless? Certainly it is destined to collapse, any moment now, right?
These are great thoughts to request. I inquire them myself all the time.
It’s truly worth noting that 972 suppliers from the 2020 landscape were being taken out for 2022, either thanks to currently being acquired or some significantly less content exit from the market. That’s 12% churn from two several years back! The martech landscape does consolidate.
But at the very same time, new vendors hold coming into the market (and extra who have been in the sector keep acquiring identified in our ongoing analysis). When 972 suppliers were taken out, a whopping 2,904 vendors have been added, which introduced the web whole from 8,000 to 9,932.
Frans and I have many models and theses that provide some clarification to these dynamics that we see in the sector. This calendar year, we’ve incorporated them — along with a bunch of other wonderful knowledge about stack adoption styles — in a State of Martech 2022 report.
It’s totally free for you to obtain (fully ungated):
(As a reward, the report also involves all of the entries to The Stackies 2022: Marketing and advertising Tech Stack Awards, so you can evaluate examples of how other businesses have combined martech solutions in their marketing stacks.)
The exploration for this task and the accompanying report was generously supported by these six sponsors. We would kindly encourage you to examine them out:
In addition, we have produced a “gratitude graphic” that demonstrates the numerous contributors to the martech landscape information established. We hope you’ll be part of them for a upcoming update that features contributions you determine to make.
Merry #MartechDay to you — I hope you delight in this new graphic, report, and interactive site.