September 22, 2023


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Marketing Technology Landscape 2022: search 9,932 solutions on

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2022 Marketing Technology Landscape (MartechMap)

2022 Marketing Technology Landscape (MartechMap)

It’s #MartechDay!

I’m delighted to lastly share with you the 2022 internet marketing engineering landscape, a joint generation among myself and Frans Riemersma of MartechTribe (and a complete bunch of fantastic contributors). Listed here are the critical matters you want to know:

The wild-and-outrageous 11-year development of the martech landscape seems like this:

Martech Landscapes, 2011-2022

Or, if you desire a a lot more quantitative watch of the 6,521% expansion more than those 11 several years:

Martech Landscape Growth, 2011 to 2022

We retired the moniker “Martech 5000”, which experienced promptly grow to be a misnomer. This 12 months it would have been almost the Martech 10,000! Alternatively, we’ve renamed this challenge “Martech Map” because…

We have introduced a new interactive web page at, free of charge to use, that allows you look for, type, and filter the whole landscape. You can look for by search phrase. You can filter by a vendor’s HQ place. You can rearrange the screen, zoom in, and even generate a PDF of your individual.

Disclaimer: the web site is however in beta, so you should bear with us by means of any rough edges.


You can also contribute to the details established — and be sure to do! Uncover some thing wrong in the data? Missing vendor? Vendor which is improved classes or absent absent? Enable us know. We look at this a neighborhood job, and we gladly rejoice all of the contributors to it.

The massive scale and swift level of transform of the martech business and the prosperity of methods within it was no lengthier nicely-served by a at the time-a-12 months, static graphic. It’s a point in time, which is intriguing to see 12 months-around-yr. But we want this neighborhood useful resource to be a little something that is updated on a more ongoing foundation.

By now creating the graphic algorithmically, it’s straightforward to release updates in a matter of minutes — as opposed to the dark ages of hand-positioning very little logos manually on a slide (hats off to you, Anand Thaker and Jeff Eckman, for all your prior help with that!). By employing a vendor’s favicon from their internet site, which we can refresh at any time, we also conserve each ourselves and vendors from the angst of outdated logos.

The aesthetic is diverse with this grid of favicon logos, but the sensible advantages of quick updates weigh heavily in its favor. Just as each individual other element of marketing and advertising and martech is evolving, so much too should the martech landscape.

State of Martech 2022 Report

Of study course, one of the perennial reactions to the martech landscape is: how can there be so quite a few distributors? How has this industry not consolidated still? Definitely it is destined to collapse, any moment now, correct?

These are superior inquiries to request. I request them myself all the time.

It’s worth noting that 972 distributors from the 2020 landscape have been eliminated for 2022, both thanks to getting acquired or some much less joyful exit from the current market. That’s 12% churn from two yrs in the past! The martech landscape does consolidate.

But at the very same time, new sellers preserve getting into the industry (and much more who have been in the sector maintain obtaining discovered in our ongoing analysis). Even though 972 sellers were removed, a whopping 2,904 vendors ended up included, which introduced the internet complete from 8,000 to 9,932.

Frans and I have numerous designs and theses that give some rationalization to these dynamics that we see in the market place. This 12 months, we have involved them — together with a bunch of other terrific information about stack adoption patterns — in a Condition of Martech 2022 report.

It is absolutely free for you to download (totally ungated):

State of Martech 2022 Report

(As a reward, the report also includes all of the entries to The Stackies 2022: Marketing Tech Stack Awards, so you can critique illustrations of how other businesses have blended martech remedies in their promoting stacks.)

The investigate for this challenge and the accompanying report was generously supported by these 6 sponsors. We would kindly really encourage you to check out them out:

In addition, we’ve produced a “gratitude graphic” that demonstrates the lots of contributors to the martech landscape information established. We hope you are going to sign up for them for a long run update that consists of contributions you determine to make.

Martech Map 2022 Contributors

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

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Subscribe to my newsletter to get the hottest insights on martech as soon as they strike the wire. I generally publish an short article each individual 7 days or two — aiming for excellent above quantity.

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