I’m delighted to finally share with you the 2022 advertising and marketing know-how landscape, a joint manufacturing involving myself and Frans Riemersma of MartechTribe (and a complete bunch of amazing contributors). In this article are the vital things you want to know:
The wild-and-outrageous 11-12 months progression of the martech landscape seems like this:
Or, if you like a a lot more quantitative perspective of the 6,521% growth above individuals 11 a long time:
We retired the moniker “Martech 5000”, which experienced rapidly come to be a misnomer. This 12 months it would have been approximately the Martech 10,000! Instead, we have renamed this challenge “Martech Map” because…
We have introduced a new interactive web-site at martechmap.com, free to use, that lets you research, sort, and filter the whole landscape. You can lookup by search phrase. You can filter by a vendor’s HQ region. You can rearrange the display, zoom in, and even create a PDF of your individual.
Disclaimer: the web site is even now in beta, so please bear with us by any tough edges.
You can also lead to the knowledge set — and make sure you do! Come across some thing wrong in the details? Lacking vendor? Seller which is altered classes or long gone absent? Enable us know. We take into account this a neighborhood job, and we gladly rejoice all of the contributors to it.
The huge scale and swift amount of improve of the martech field and the wealth of answers in it was no extended well-served by a when-a-year, static graphic. It’s a position in time, which is interesting to see calendar year-about-12 months. But we want this community source to be one thing that is up-to-date on a much more continuous basis.
By now making the graphic algorithmically, it is simple to release updates in a matter of minutes — vs . the dark ages of hand-placing very little logos manually on a slide (hats off to you, Anand Thaker and Jeff Eckman, for all your prior assist with that!). By utilizing a vendor’s favicon from their web site, which we can refresh at any time, we also save each ourselves and vendors from the angst of out-of-date logos.
The aesthetic is different with this grid of favicon logos, but the sensible added benefits of fast updates weigh seriously in its favor. Just as each individual other facet of advertising and martech is evolving, so far too really should the martech landscape.
Condition of Martech 2022 Report
Of class, one particular of the perennial reactions to the martech landscape is: how can there be so many suppliers? How has this market place not consolidated but? Surely it is destined to collapse, any moment now, proper?
These are superior inquiries to talk to. I request them myself all the time.
It’s really worth noting that 972 vendors from the 2020 landscape had been eradicated for 2022, possibly owing to becoming acquired or some considerably less pleased exit from the marketplace. That’s 12% churn from two decades back! The martech landscape does consolidate.
But at the very same time, new vendors keep coming into the market (and more who have been in the sector preserve having found out in our ongoing analysis). Although 972 distributors were eliminated, a whopping 2,904 sellers ended up extra, which introduced the internet whole from 8,000 to 9,932.
Frans and I have many versions and theses that offer some explanation to these dynamics that we see in the market. This year, we’ve integrated them — along with a bunch of other great info about stack adoption patterns — in a Point out of Martech 2022 report.
It’s free for you to obtain (absolutely ungated):
(As a bonus, the report also involves all of the entries to The Stackies 2022: Internet marketing Tech Stack Awards, so you can evaluate illustrations of how other providers have put together martech methods in their marketing stacks.)
The investigation for this job and the accompanying report was generously supported by these 6 sponsors. We would kindly encourage you to test them out:
In addition, we have developed a “gratitude graphic” that displays the many contributors to the martech landscape knowledge established. We hope you will join them for a long term update that consists of contributions you determine to make.
Merry #MartechDay to you — I hope you delight in this new graphic, report, and interactive web page.