Marketing Technology Landscape 2022: search 9,932 solutions on

2022 Marketing Technology Landscape (MartechMap)

It is #MartechDay!

I’m delighted to last but not least share with you the 2022 promoting technological innovation landscape, a joint creation involving myself and Frans Riemersma of MartechTribe (and a complete bunch of great contributors). Here are the key points you want to know:

The wild-and-crazy 11-year progression of the martech landscape seems like this:

Martech Landscapes, 2011-2022

Or, if you favor a additional quantitative see of the 6,521% expansion over all those 11 many years:

Martech Landscape Growth, 2011 to 2022

We retired the moniker “Martech 5000”, which experienced speedily turn out to be a misnomer. This calendar year it would have been nearly the Martech 10,000! As a substitute, we’ve renamed this challenge “Martech Map” because…

We have introduced a new interactive web site at, totally free to use, that lets you look for, type, and filter the overall landscape. You can look for by search term. You can filter by a vendor’s HQ country. You can rearrange the screen, zoom in, and even generate a PDF of your very own.

Disclaimer: the internet site is nevertheless in beta, so please bear with us via any rough edges.


You can also add to the facts set — and make sure you do! Come across anything improper in the details? Missing vendor? Vendor that is adjusted types or gone absent? Let us know. We consider this a community job, and we gladly celebrate all of the contributors to it.

The significant scale and quick fee of transform of the martech industry and the prosperity of methods in it was no longer nicely-served by a after-a-year, static graphic. It’s a point in time, which is intriguing to see year-above-12 months. But we want this local community source to be some thing that is updated on a much more continuous foundation.

By now making the graphic algorithmically, it’s easy to launch updates in a subject 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 enable with that!). By applying a vendor’s favicon from their website, which we can refresh at any time, we also save both equally ourselves and vendors from the angst of out-of-date logos.

The aesthetic is unique with this grid of favicon logos, but the simple benefits of quick updates weigh greatly in its favor. Just as each other factor of marketing and advertising and martech is evolving, so as well really should the martech landscape.

State of Martech 2022 Report

Of program, just one of the perennial reactions to the martech landscape is: how can there be so several vendors? How has this sector not consolidated nevertheless? Certainly it is destined to collapse, any minute now, appropriate?

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

It’s value noting that 972 sellers from the 2020 landscape were being eradicated for 2022, either because of to being acquired or some much less happy exit from the sector. Which is 12% churn from two yrs ago! The martech landscape does consolidate.

But at the same time, new sellers keep moving into the sector (and additional who have been in the industry continue to keep finding learned in our ongoing investigation). Even though 972 vendors were taken off, a whopping 2,904 distributors have been additional, which brought the net whole from 8,000 to 9,932.

Frans and I have quite a few types and theses that supply some explanation to these dynamics that we see in the market. This year, we’ve bundled them — together with a bunch of other great info about stack adoption designs — in a Point out of Martech 2022 report.

It is no cost for you to down load (totally ungated):

State of Martech 2022 Report

(As a bonus, the report also includes all of the entries to The Stackies 2022: Promoting Tech Stack Awards, so you can evaluation illustrations of how other firms have mixed martech options in their promoting stacks.)

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

In addition, we’ve made a “gratitude graphic” that demonstrates the numerous contributors to the martech landscape data established. We hope you will be a part of them for a upcoming update that incorporates 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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