Scott Brinker and Frans Riemersma published the first update to the MarTech Landscape in two years. The latest edition, which covers 9,932 solutions, is up 24% since 2020. While 12% of the 2020 vendors (972) have either been acquired or no longer operate, another 2,904 have been added.
Brinker noted that while acquisitions continue apace, they have not resulted in industry consolidation as large players support partner ecosystems that foster new entrants:
“The irony of platform consolidation in MarTech — and cloud software more generally — is that it drives the development of more specialist and custom apps.
Consolidated platforms reduce the choices of which ones developers should build on to reach the largest possible audience. This is the dynamic with Apple and Android that has resulted in millions of mobile apps. It’s a virtuous cycle, as the more apps built on a platform further increase that platform’s strength — attracting even more developers to build on it.
Consolidated platforms also tend to be quite stable, both technically and as businesses that are likely to be around for years to come. They often win on cost economies of scale and breadth of functionality. This further drives that virtuous cycle of attracting more apps to be built on their foundation.
App platforms also play a special role in facilitating the success of specialist apps by making them more discoverable for customers in their domain through app marketplaces. The more plug-and-play an app can be on their platform, the easier it is to adopt — which further enables more specialist apps to be successful within their ecosystem.”Scott Brinker & Frans Riemersma, “State of MarTech 2022“
As the logos have been reduced to favicons, the data is now available on a free, interactive site called martechmap.com. Users can mouse over any favicon to view a mini-profile with links to the company website and CabinetM profiles. Users can search, sort, filter, and create custom PDFs. They can also filter by keyword and vendor’s HQ country.
“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,” blogged Brinker. “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.”
By segment, the management group grew the fastest (67%) and the data segment had the slowest growth (7%):
- Advertising & Promotion: 16%
- Content & Experience: 34%
- Social & Relationships: 17%
- Commerce & Sales: 24%
- Data: 7%
- Management: 67%
“The growth in management tools is likely a result of marketing teams operating their day-to-day work in an ever more digital fashion — including greater support for remote work,” posited Brinker and Riemersma in their “State of MarTech 2022” report.
The MarTech Landscape database is in beta, so expect performance issues. As it is an online database vs. a static list, I would recommend that vendors confirm that their products are properly displayed, including acquisitions, products that have changed names, and recently launched offerings. For example, the ABM category is missing several vendors. Changes can be submitted via the Contribute tab.