According to ChiefMartech, the 2022 marketing technology landscape, the total estimated number of marketing technology solution providers increased from 8,000 in 2020 to 9,932 or +24% in May 2022. Here are the key you want to know:
- The number of solutions is now 9,932 — up 24% from 2020
- Here is a slide version of the image you can use in decks and content
- Here is a high-res PDF you can use for printing and zooming in
- Here is an accompanying State of Martech 2022 report
The wild-and-crazy 11-year progression of the martech landscape looks like this:
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Or, if you prefer a more quantitative view of the 6,521% growth over those 11 years:
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The moniker “Martech 5000” is no longer appropriate because by 2022 the marketing technology landscape has grown to nearly 10,000 solution providers, so the new name is now the “Martech Map.”
ChiefMartech has launched martechmap.com (beta version) a new interactive site that is free to use, but you must first register online to gain access. This lets you search, sort, and filter the entire marketing technology landscape for 2022. 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.
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ChiefMartech lets users contribute to the data set — and encourages users to do so. Find something wrong in the data? Missing vendor? Vendor that’s changed categories or gone away? Let ChiefMartech know. MartechMap is a community project, and ChiefMartech gladly celebrates all of the contributors to the beta version.
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favicon from their website, which we can refresh at any time, we also save both ourselves and vendors from the angst of outdated logos.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):
Click To Display PDF File
(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:
- Learning Experience Alliance (formerly MarTech Alliance)
- OfferFit
- Workato
- SAS Customer Intelligence
- Amplitude
- Goldcast
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.
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Merry #MartechDay to you — I hope you enjoy this new graphic, report, and interactive site.
COMMENTARY: The marketing technology solutions sector has reached nearly 10,000 service providers spread over 6 major categories and 49 sub-categories. The US and UK combined represent over 50% of the total number of martech companies. Due to the rapid rate of growth, the martech sector is now undergoing a shakeout and industry consolidation.
The 2022 Martech Map, has identified 9,932 martech solution providers through May 2022. An interactive version of the martech search engine is available at martechmap.com. The interactive martech search engine enables you to slice and analyze the landscape in a variety of dimensions.
There’s been considerable consolidation over the last two years.
- 972 new martech solution providers were either acquired, disbanded, or pivoted to something different.
- 2,904 new entrants, from startups and more mature companies offering a better martech service were added.
So between 2020 and 2022, there was a net gain of 1,932 firms added to the list.
We are steadily adapting to an abundance of apps in the martech market sector. Connected ecosystems are growing around the major martech platforms, and a new generation of “aggregation” systems are bringing greater cohesion to internal tech stacks.
Martech is a vibrant, rapidly changing industry that requires a once-a-year update. ChiefMartech gives you a dynamic visualization online that is continually updated with fresh data. By signing up for free on martechmap.com, you can now explore the latest version of the landscape at any time. Hovering over a logo will reveal the name of the company and a brief description from their website or Twitter profile. Clicking on a logo will take you to their website.
You can also search and filter the landscape, looking for specific terms that appear in their
description, or narrowing the result by the HQ country.
Courtesy of an article dated May 4, 2022 appearing in ChiefMartec and an article dated May 3, 2022 appearing in MarTech.org
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