Marketing Technology Landscape 2022

It is #MartechDay! Marketing Technology Landscape 2022

I’m delighted to finally share with you the 2022 advertising technology landscape, a joint output concerning myself and Frans Riemersma of MartechTribe (and a complete bunch of superb contributors). In this article are the essential matters you want to know about Marketing Technology Landscape:

The wild-and-nuts 11-12 months progression of the Marketing Technology Landscape looks like this:

Or, if you favor a additional quantitative check out of the 6,521% growth in excess of those 11 yrs:

We retired the moniker “Marketing Technology Landscape 5000”, which had rapidly turn out to be a misnomer. This 12 months it would have been approximately the Marketing Technology Landscape 10,000! Alternatively, we have renamed this venture “Marketing Technology Landscape Map” because…

We have launched a new interactive site at martechmap.com, cost-free to use, that allows you lookup, form, and filter the entire landscape. You can lookup by key word. You can filter by a vendor’s HQ country. You can rearrange the display screen, zoom in, and even develop a PDF of your possess.

Disclaimer: the web-site is continue to in beta, so remember to bear with us by any rough edges.

You can also add to the knowledge established — and make sure you do! Discover a thing wrong in the data? Missing vendor? Seller that is adjusted groups or long gone absent? Enable us know. We take into account this a community challenge, and we gladly rejoice all of the contributors to it.

The enormous scale and immediate amount of alter of the Marketing Technology Landscape sector and the prosperity of answers inside it was no lengthier very well-served by a after-a-calendar year, static graphic. It’s a position in time, which is fascinating to see calendar year-more than-year. But we want this community source to be something that is up to date on a a lot more steady foundation.

By now making the graphic algorithmically, it’s quick to release updates in a make any difference of minutes — as opposed to the darkish ages of hand-placing tiny logos manually on a slide (hats off to you, Anand Thaker and Jeff Eckman, for all your prior support with that!). By using a vendor’s favicon from their internet site, which we can refresh at any time, we also help save both equally ourselves and suppliers from the angst of outdated logos.

The aesthetic is various with this grid of favicon logos, but the practical benefits of immediate updates weigh closely in its favor. Just as just about every other component of marketing and martech is evolving, so also should the martech landscape.

Point out of Marketing Technology Landscape 2022 Report

Of program, just one of the perennial reactions to the Marketing Technology Landscape is: how can there be so lots of suppliers? How has this marketplace not consolidated yet? Undoubtedly it’s destined to collapse, any moment now, suitable?

These are fantastic concerns to ask. I ask them myself all the time.

It’s truly worth noting that 972 sellers from the 2020 landscape were taken out for 2022, both because of to staying acquired or some fewer delighted exit from the current market. That is 12% churn from two several years in the past! The martech landscape does consolidate.

But at the identical time, new distributors maintain entering the marketplace (and much more who have been in the market continue to keep obtaining found in our ongoing study). When 972 sellers were being taken out, a whopping 2,904 distributors ended up added, which brought the web whole from 8,000 to 9,932.

Frans and I have various designs and theses that present some clarification to these dynamics that we see in the market place. This yr, we’ve integrated them — along with a bunch of other fantastic data about stack adoption styles — in a Condition of Martech 2022 report.

It is free of charge for you to download (completely ungated):

(As a reward, the report also features all of the entries to The Stackies 2022: Advertising Tech Stack Awards, so you can evaluate illustrations of how other corporations have put together martech remedies in their advertising stacks.)

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

In addition, we’ve created a “gratitude graphic” that displays the numerous contributors to the martech landscape data set. We hope you will sign up for them for a future update that incorporates contributions you make your mind up to make.

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