Marketing Technology Landscape 2022: search 9,932 solutions on

2022 Marketing Technology Landscape (MartechMap)

It’s #MartechDay!

I’m delighted to eventually share with you the 2022 promoting know-how landscape, a joint creation in between myself and Frans Riemersma of MartechTribe (and a whole bunch of great contributors). In this article are the crucial things you want to know:

The wild-and-mad 11-year progression of the martech landscape appears to be like this:

Martech Landscapes, 2011-2022

Or, if you desire a a lot more quantitative see of the 6,521% advancement over these 11 several years:

Martech Landscape Growth, 2011 to 2022

We retired the moniker “Martech 5000”, which had swiftly come to be a misnomer. This 12 months it would have been practically the Martech 10,000! Rather, we have renamed this challenge “Martech Map” because…

We have introduced a new interactive site at, cost-free to use, that allows you research, kind, and filter the overall landscape. You can search by keyword. You can filter by a vendor’s HQ country. You can rearrange the screen, zoom in, and even create a PDF of your personal.

Disclaimer: the internet site is nevertheless in beta, so you should bear with us by means of any tough edges.


You can also lead to the info set — and remember to do! Come across a little something erroneous in the information? Missing vendor? Vendor which is adjusted types or absent away? Let us know. We take into account this a neighborhood challenge, and we gladly celebrate all of the contributors to it.

The massive scale and immediate rate of adjust of the martech industry and the prosperity of options in it was no for a longer period very well-served by a the moment-a-year, static graphic. It’s a stage in time, which is appealing to see yr-about-year. But we want this community useful resource to be something that is current on a much more continual foundation.

By now generating the graphic algorithmically, it is simple to release updates in a subject of minutes — vs . the dark ages of hand-inserting minor logos manually on a slide (hats off to you, Anand Thaker and Jeff Eckman, for all your prior support with that!). By working with a vendor’s favicon from their web site, which we can refresh at any time, we also help you save each ourselves and vendors from the angst of outdated logos.

The aesthetic is various with this grid of favicon logos, but the sensible rewards of instantaneous updates weigh greatly in its favor. Just as every other part of advertising and martech is evolving, so too ought to the martech landscape.

State of Martech 2022 Report

Of study course, a person of the perennial reactions to the martech landscape is: how can there be so a lot of distributors? How has this market place not consolidated yet? Undoubtedly it’s destined to collapse, any moment now, suitable?

These are very good issues to ask. I talk to them myself all the time.

It’s truly worth noting that 972 distributors from the 2020 landscape ended up removed for 2022, either thanks to getting acquired or some significantly less happy exit from the marketplace. That’s 12% churn from two decades back! The martech landscape does consolidate.

But at the exact time, new distributors retain getting into the industry (and additional who have been in the current market keep getting uncovered in our ongoing study). Though 972 vendors have been eradicated, a whopping 2,904 distributors were being added, which introduced the net full from 8,000 to 9,932.

Frans and I have quite a few styles and theses that provide some clarification to these dynamics that we see in the market. This yr, we’ve incorporated them — along with a bunch of other good info about stack adoption styles — in a Condition of Martech 2022 report.

It is cost-free for you to obtain (totally ungated):

State of Martech 2022 Report

(As a bonus, the report also incorporates all of the entries to The Stackies 2022: Marketing Tech Stack Awards, so you can evaluation illustrations of how other providers have put together martech alternatives in their promoting stacks.)

The analysis for this task and the accompanying report was generously supported by these six sponsors. We would kindly encourage you to verify them out:

In addition, we’ve developed a “gratitude graphic” that reflects the several contributors to the martech landscape info established. We hope you’ll sign up for them for a long term update that involves contributions you make a decision to make.

Martech Map 2022 Contributors

Merry #MartechDay to you — I hope you get pleasure from this new graphic, report, and interactive web-site.

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Subscribe to my publication to get the latest insights on martech as before long as they hit the wire. I ordinarily publish an short article each individual week or two — aiming for high quality about amount.

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