2022 Marketing Technology Landscape (MartechMap)

It is #MartechDay!

I’m delighted to last but not least share with you the 2022 marketing and advertising engineering landscape, a joint output between myself and Frans Riemersma of MartechTribe (and a full bunch of amazing contributors). Here are the essential factors you want to know:

The wild-and-ridiculous 11-12 months progression of the martech landscape appears to be like this:

Martech Landscapes, 2011-2022

Or, if you desire a extra quantitative see of the 6,521% progress about individuals 11 many years:

Martech Landscape Growth, 2011 to 2022

We retired the moniker “Martech 5000”, which had speedily turn out to be a misnomer. This yr it would have been virtually the Martech 10,000! Rather, we have renamed this venture “Martech Map” because…

We have introduced a new interactive web site at martechmap.com, cost-free to use, that lets you research, kind, and filter the entire landscape. You can look for by keyword. You can filter by a vendor’s HQ state. You can rearrange the display screen, zoom in, and even generate a PDF of your own.

Disclaimer: the web page is however in beta, so make sure you bear with us by any rough edges.

Visit MartechMap.com

You can also lead to the info established — and make sure you do! Find anything mistaken in the information? Lacking vendor? Vendor that is modified types or long gone absent? Enable us know. We think about this a local community challenge, and we gladly celebrate all of the contributors to it.

The large scale and speedy fee of improve of the martech market and the wealth of answers inside of it was no extended perfectly-served by a when-a-calendar year, static graphic. It is a position in time, which is exciting to see year-more than-12 months. But we want this neighborhood resource to be one thing that is updated on a more continuous foundation.

By now generating the graphic algorithmically, it is easy to launch updates in a make a difference of minutes — versus the darkish ages of hand-placing minor logos manually on a slide (hats off to you, Anand Thaker and Jeff Eckman, for all your prior assistance with that!). By employing a vendor’s favicon from their internet site, which we can refresh at any time, we also help you save each ourselves and sellers from the angst of out-of-date logos.

The aesthetic is unique with this grid of favicon logos, but the realistic gains of prompt updates weigh heavily in its favor. Just as each other component of promoting and martech is evolving, so as well ought to the martech landscape.

Condition of Martech 2022 Report

Of study course, 1 of the perennial reactions to the martech landscape is: how can there be so lots of sellers? How has this sector not consolidated yet? Surely it’s destined to collapse, any minute now, appropriate?

These are good concerns to check with. I question them myself all the time.

It’s truly worth noting that 972 suppliers from the 2020 landscape were taken out for 2022, both thanks to staying obtained or some fewer pleased exit from the marketplace. That’s 12% churn from two years ago! The martech landscape does consolidate.

But at the exact time, new vendors keep getting into the market place (and a lot more who have been in the marketplace hold having uncovered in our ongoing research). Even though 972 sellers were being eliminated, a whopping 2,904 suppliers were being included, which brought the web full from 8,000 to 9,932.

Frans and I have several versions and theses that provide some explanation to these dynamics that we see in the industry. This 12 months, we have bundled them — together with a bunch of other excellent info about stack adoption patterns — in a State of Martech 2022 report.

It’s cost-free for you to download (completely ungated):

State of Martech 2022 Report

(As a bonus, the report also consists of all of the entries to The Stackies 2022: Marketing and advertising Tech Stack Awards, so you can assessment examples of how other companies have put together martech remedies in their marketing and advertising stacks.)

The investigate for this job and the accompanying report was generously supported by these 6 sponsors. We would kindly stimulate you to test them out:

In addition, we have developed a “gratitude graphic” that reflects the quite a few contributors to the martech landscape facts established. We hope you are going to sign up for them for a potential update that consists of contributions you decide to make.

Martech Map 2022 Contributors

Merry #MartechDay to you — I hope you appreciate this new graphic, report, and interactive web page.

Get chiefmartec.com straight in your inbox!

Subscribe to my publication to get the hottest insights on martech as before long as they hit the wire. I normally publish an article every week or two — aiming for high quality more than amount.

Leave a Reply