I’m delighted to finally share with you the 2022 marketing technology landscape, a joint production between myself and Frans Riemersma of MartechTribe (and a whole bunch of wonderful contributors). Here are the key things you want to know:
The wild-and-crazy 11-year progression of the martech landscape looks like this:
Or, if you prefer a more quantitative view of the 6,521% growth over those 11 years:
We retired the moniker “Martech 5000”, which had quickly become a misnomer. This year it would have been nearly the Martech 10,000! Instead, we’ve renamed this project “Martech Map” because…
We have launched a new interactive site at martechmap.com, free to use, that lets you search, sort, and filter the entire landscape. You can search by keyword. You can filter by a vendor’s HQ country. You can rearrange the display, zoom in, and even create a PDF of your own.
Disclaimer: the site is still in beta, so please bear with us through any rough edges.
You can also contribute to the data set — and please do! Find something wrong in the data? Missing vendor? Vendor that’s changed categories or gone away? Let us know. We consider this a community project, and we gladly celebrate all of the contributors to it.
The massive scale and rapid rate of change of the martech industry and the wealth of solutions within it was no longer well-served by a once-a-year, static graphic. It’s a point in time, which is interesting to see year-over-year. But we want this community resource to be something that is updated on a more continuous basis.
By now producing the graphic algorithmically, it’s easy to release updates in a matter of minutes — versus the dark ages of hand-placing little logos manually on a slide (hats off to you, Anand Thaker and Jeff Eckman, for all your prior help with that!). By using a vendor’s favicon from their website, which we can refresh at any time, we also save both ourselves and vendors from the angst of outdated logos.
The aesthetic is different with this grid of favicon logos, but the practical benefits of instant updates weigh heavily in its favor. Just as every other aspect of marketing and martech is evolving, so too should the martech landscape.
State of Martech 2022 Report
Of course, one of the perennial reactions to the martech landscape is: how can there be so many vendors? How has this market not consolidated yet? Surely it’s destined to collapse, any minute now, right?
These are good questions to ask. I ask them myself all the time.
It’s worth noting that 972 vendors from the 2020 landscape were removed for 2022, either due to being acquired or some less happy exit from the market. That’s 12% churn from two years ago! The martech landscape does consolidate.
But at the same time, new vendors keep entering the market (and more who have been in the market keep getting discovered in our ongoing research). While 972 vendors were removed, a whopping 2,904 vendors were added, which brought the net total from 8,000 to 9,932.
Frans and I have several models and theses that offer some explanation to these dynamics that we see in the market. This year, we’ve included them — along with a bunch of other great data about stack adoption patterns — in a State of Martech 2022 report.
It’s free for you to download (completely ungated):
(As a bonus, the report also includes all of the entries to The Stackies 2022: Marketing Tech Stack Awards, so you can review examples of how other companies have combined martech solutions in their marketing stacks.)
The research for this project and the accompanying report was generously supported by these six sponsors. We would kindly encourage you to check them out:
In addition, we’ve created a “gratitude graphic” that reflects the many contributors to the martech landscape data set. We hope you’ll join them for a future update that includes contributions you decide to make.