I’m delighted to eventually share with you the 2022 advertising and marketing technologies landscape, a joint manufacturing among myself and Frans Riemersma of MartechTribe (and a whole bunch of wonderful contributors). Listed here are the critical factors you want to know:
The wild-and-ridiculous 11-calendar year progression of the martech landscape seems to be like this:
Or, if you choose a a lot more quantitative look at of the 6,521% growth more than all those 11 decades:
We retired the moniker “Martech 5000”, which experienced swiftly develop into a misnomer. This yr it would have been just about the Martech 10,000! Instead, we’ve renamed this job “Martech Map” because…
We have released a new interactive internet site at martechmap.com, free of charge to use, that allows you research, form, and filter the total landscape. You can look for by search term. You can filter by a vendor’s HQ nation. You can rearrange the exhibit, zoom in, and even create a PDF of your very own.
Disclaimer: the site is still in beta, so make sure you bear with us by means of any rough edges.
You can also add to the info set — and make sure you do! Find some thing erroneous in the knowledge? Missing seller? Seller that is changed types or gone absent? Allow us know. We consider this a community project, and we gladly celebrate all of the contributors to it.
The massive scale and rapid charge of adjust of the martech sector and the prosperity of solutions inside it was no extended perfectly-served by a after-a-12 months, static graphic. It’s a issue in time, which is attention-grabbing to see yr-above-yr. But we want this group source to be a little something that is current on a extra constant foundation.
By now making the graphic algorithmically, it is uncomplicated to launch updates in a subject of minutes — as opposed to the darkish ages of hand-putting small logos manually on a slide (hats off to you, Anand Thaker and Jeff Eckman, for all your prior help with that!). By utilizing a vendor’s favicon from their internet site, which we can refresh at any time, we also save the two ourselves and suppliers from the angst of out-of-date logos.
The aesthetic is distinctive with this grid of favicon logos, but the sensible advantages of instant updates weigh greatly in its favor. Just as every other facet of advertising and martech is evolving, so as well need to the martech landscape.
Point out of Martech 2022 Report
Of course, 1 of the perennial reactions to the martech landscape is: how can there be so many distributors? How has this sector not consolidated still? Certainly it’s destined to collapse, any moment now, correct?
These are fantastic inquiries to check with. I inquire them myself all the time.
It’s worthy of noting that 972 suppliers from the 2020 landscape have been eradicated for 2022, either because of to currently being acquired or some fewer joyful exit from the market place. That is 12% churn from two years back! The martech landscape does consolidate.
But at the exact time, new suppliers continue to keep moving into the sector (and extra who have been in the current market preserve having discovered in our ongoing exploration). Though 972 sellers ended up eradicated, a whopping 2,904 distributors ended up additional, which brought the web whole from 8,000 to 9,932.
Frans and I have several products and theses that offer you some rationalization to these dynamics that we see in the current market. This 12 months, we have included them — together with a bunch of other great knowledge about stack adoption designs — in a Point out of Martech 2022 report.
It’s free of charge for you to down load (absolutely ungated):
(As a reward, the report also includes all of the entries to The Stackies 2022: Marketing Tech Stack Awards, so you can review examples of how other companies have mixed martech answers in their advertising stacks.)
The exploration for this challenge and the accompanying report was generously supported by these 6 sponsors. We would kindly motivate you to verify them out:
In addition, we’ve developed a “gratitude graphic” that reflects the quite a few contributors to the martech landscape knowledge established. We hope you will be a part of them for a upcoming update that involves contributions you determine to make.
Merry #MartechDay to you — I hope you delight in this new graphic, report, and interactive website.