Marketing Technology Landscape 2022: search 9,932 solutions on

2022 Marketing Technology Landscape (MartechMap)

2022 Marketing Technology Landscape (MartechMap)

It’s #MartechDay!

I’m delighted to last but not least share with you the 2022 promoting technologies landscape, a joint generation amongst myself and Frans Riemersma of MartechTribe (and a total bunch of great contributors). Right here are the critical things you want to know:

The wild-and-ridiculous 11-yr development of the martech landscape seems like this:

Martech Landscapes, 2011-2022

Or, if you choose a extra quantitative view of the 6,521% development over all those 11 several years:

Martech Landscape Growth, 2011 to 2022

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

We have released a new interactive web site at, no cost to use, that allows you look for, form, and filter the total landscape. You can look for by keyword. You can filter by a vendor’s HQ region. You can rearrange the screen, zoom in, and even build a PDF of your own.

Disclaimer: the internet site is even now in beta, so you should bear with us by any rough edges.


You can also lead to the details set — and be sure to do! Obtain some thing incorrect in the data? Lacking seller? Seller that’s modified categories or absent away? Enable us know. We consider this a community job, and we gladly rejoice all of the contributors to it.

The enormous scale and quick level of change of the martech business and the wealth of options inside of it was no lengthier perfectly-served by a after-a-yr, static graphic. It is a stage in time, which is exciting to see yr-around-calendar year. But we want this neighborhood resource to be some thing that is up-to-date on a far more steady basis.

By now manufacturing the graphic algorithmically, it is easy to launch updates in a subject of minutes — vs . the darkish ages of hand-positioning little logos manually on a slide (hats off to you, Anand Thaker and Jeff Eckman, for all your prior aid with that!). By using a vendor’s favicon from their web site, which we can refresh at any time, we also save each ourselves and distributors from the angst of out-of-date logos.

The aesthetic is distinctive with this grid of favicon logos, but the sensible added benefits of prompt updates weigh heavily in its favor. Just as each individual other factor of internet marketing and martech is evolving, so as well should really the martech landscape.

Condition of Martech 2022 Report

Of training course, a single of the perennial reactions to the martech landscape is: how can there be so quite a few vendors? How has this sector not consolidated but? Certainly it is destined to collapse, any moment now, appropriate?

These are superior questions to talk to. I ask them myself all the time.

It is worthy of noting that 972 suppliers from the 2020 landscape were taken out for 2022, either thanks to becoming acquired or some significantly less satisfied exit from the sector. Which is 12% churn from two a long time back! The martech landscape does consolidate.

But at the exact time, new vendors maintain coming into the industry (and more who have been in the marketplace maintain getting uncovered in our ongoing investigation). When 972 vendors were eradicated, a whopping 2,904 sellers were being additional, which introduced the net whole from 8,000 to 9,932.

Frans and I have many models and theses that offer some clarification to these dynamics that we see in the industry. This calendar year, we’ve integrated them — alongside with a bunch of other excellent facts about stack adoption patterns — in a State of Martech 2022 report.

It’s cost-free for you to down load (totally ungated):

State of Martech 2022 Report

(As a reward, the report also includes all of the entries to The Stackies 2022: Advertising Tech Stack Awards, so you can overview examples of how other organizations have merged martech answers in their advertising stacks.)

The exploration for this job and the accompanying report was generously supported by these six sponsors. We would kindly inspire you to test them out:

In addition, we’ve designed a “gratitude graphic” that demonstrates the many contributors to the martech landscape details established. We hope you’ll join them for a future update that includes contributions you determine to make.

Martech Map 2022 Contributors

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

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