It is #MartechDay!
I’m delighted to at last share with you the 2022 advertising engineering landscape, a joint output involving myself and Frans Riemersma of MartechTribe (and a total bunch of excellent contributors). Here are the important factors you want to know:
The wild-and-crazy 11-year development of the martech landscape seems like this:
Or, if you favor a much more quantitative perspective of the 6,521% expansion above people 11 many years:
We retired the moniker “Martech 5000”, which had rapidly come to be a misnomer. This year it would have been nearly the Martech 10,000! Alternatively, we have renamed this task “Martech Map” because…
We have launched a new interactive web site at martechmap.com, free of charge to use, that lets you research, type, and filter the complete landscape. You can search by key phrase. You can filter by a vendor’s HQ country. You can rearrange the exhibit, zoom in, and even produce a PDF of your individual.
Disclaimer: the web page is nonetheless in beta, so remember to bear with us through any tough edges.
You can also contribute to the knowledge set — and make sure you do! Discover one thing erroneous in the data? Missing vendor? Seller that’s changed classes or long gone away? Allow us know. We take into account this a neighborhood project, and we gladly celebrate all of the contributors to it.
The huge scale and speedy rate of improve of the martech market and the wealth of remedies within it was no longer effectively-served by a once-a-year, static graphic. It’s a position in time, which is attention-grabbing to see yr-around-calendar year. But we want this local community useful resource to be one thing that is updated on a extra constant foundation.
By now creating the graphic algorithmically, it is effortless to launch updates in a make any difference of minutes — compared to the darkish ages of hand-putting little logos manually on a slide (hats off to you, Anand Thaker and Jeff Eckman, for all your prior assistance with that!). By utilizing a vendor’s favicon from their web-site, which we can refresh at any time, we also conserve each ourselves and sellers from the angst of outdated logos.
The aesthetic is distinct with this grid of favicon logos, but the practical advantages of immediate updates weigh closely in its favor. Just as every other aspect of marketing and advertising and martech is evolving, so too really should the martech landscape.
State of Martech 2022 Report
Of course, one particular of the perennial reactions to the martech landscape is: how can there be so lots of sellers? How has this marketplace not consolidated nevertheless? Absolutely it’s destined to collapse, any moment now, ideal?
These are excellent inquiries to inquire. I talk to them myself all the time.
It’s well worth noting that 972 sellers from the 2020 landscape were taken off for 2022, possibly due to being acquired or some significantly less satisfied exit from the marketplace. Which is 12% churn from two several years ago! The martech landscape does consolidate.
But at the exact time, new suppliers keep moving into the market place (and much more who have been in the market place maintain acquiring uncovered in our ongoing study). When 972 vendors were removed, a whopping 2,904 distributors have been additional, which introduced the internet total from 8,000 to 9,932.
Frans and I have a number of types and theses that supply some clarification to these dynamics that we see in the marketplace. This 12 months, we have involved them — along with a bunch of other fantastic information about stack adoption styles — in a State of Martech 2022 report.
It’s absolutely free for you to down load (wholly ungated):
(As a bonus, the report also involves all of the entries to The Stackies 2022: Advertising and marketing Tech Stack Awards, so you can overview examples of how other businesses have combined martech solutions in their marketing stacks.)
The analysis for this task and the accompanying report was generously supported by these 6 sponsors. We would kindly motivate you to check out them out:
In addition, we’ve created a “gratitude graphic” that demonstrates the many contributors to the martech landscape facts set. We hope you’ll join them for a foreseeable future update that incorporates contributions you determine to make.
Merry #MartechDay to you — I hope you delight in this new graphic, report, and interactive website.