I’m delighted to at last share with you the 2022 marketing know-how landscape, a joint manufacturing in between myself and Frans Riemersma of MartechTribe (and a total bunch of great contributors). In this article are the essential factors you want to know:
The wild-and-insane 11-year progression of the martech landscape seems to be like this:
Or, if you want a additional quantitative look at of the 6,521% growth over these 11 several years:
We retired the moniker “Martech 5000”, which experienced immediately turn into a misnomer. This year it would have been approximately the Martech 10,000! Alternatively, we’ve renamed this venture “Martech Map” because…
We have released a new interactive web site at martechmap.com, free of charge to use, that allows you research, type, and filter the whole landscape. You can look for by search term. You can filter by a vendor’s HQ state. You can rearrange the exhibit, zoom in, and even build a PDF of your own.
Disclaimer: the website is still in beta, so make sure you bear with us as a result of any rough edges.
You can also lead to the details set — and please do! Obtain anything erroneous in the details? Lacking seller? Seller which is altered groups or absent away? Enable us know. We contemplate this a local community task, and we gladly rejoice all of the contributors to it.
The significant scale and rapid charge of adjust of the martech market and the wealth of solutions within just it was no longer nicely-served by a after-a-year, static graphic. It is a place in time, which is interesting to see 12 months-in excess of-12 months. But we want this community resource to be a thing that is updated on a more continual basis.
By now producing the graphic algorithmically, it is effortless to release updates in a matter of minutes — as opposed to the dim ages of hand-putting tiny logos manually on a slide (hats off to you, Anand Thaker and Jeff Eckman, for all your prior support with that!). By utilizing a vendor’s favicon from their web site, which we can refresh at any time, we also help save both equally ourselves and sellers from the angst of outdated logos.
The aesthetic is various with this grid of favicon logos, but the functional rewards of quick updates weigh intensely in its favor. Just as every other element of promoting and martech is evolving, so as well should the martech landscape.
Point out of Martech 2022 Report
Of class, 1 of the perennial reactions to the martech landscape is: how can there be so a lot of sellers? How has this marketplace not consolidated still? Surely it is destined to collapse, any moment now, appropriate?
These are excellent questions to ask. I inquire them myself all the time.
It’s worth noting that 972 vendors from the 2020 landscape had been taken off for 2022, both thanks to becoming obtained or some less satisfied exit from the current market. That is 12% churn from two several years in the past! The martech landscape does consolidate.
But at the very same time, new suppliers preserve coming into the current market (and additional who have been in the market place keep acquiring found out in our ongoing investigate). While 972 vendors ended up taken out, a whopping 2,904 suppliers were added, which introduced the net total from 8,000 to 9,932.
Frans and I have many versions and theses that offer some rationalization to these dynamics that we see in the market. This year, we have integrated them — alongside with a bunch of other terrific information about stack adoption styles — in a Point out of Martech 2022 report.
It is no cost for you to download (absolutely ungated):
(As a bonus, the report also contains all of the entries to The Stackies 2022: Advertising and marketing Tech Stack Awards, so you can assessment illustrations of how other corporations have combined martech answers 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 test them out:
In addition, we’ve established a “gratitude graphic” that demonstrates the lots of contributors to the martech landscape information set. We hope you will be part of them for a potential update that consists of contributions you decide to make.
Merry #MartechDay to you — I hope you love this new graphic, report, and interactive web page.