November 28, 2023


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Marketing Technology Landscape 2022: search 9,932 solutions on

2022 Marketing Technology Landscape (MartechMap)

2022 Marketing Technology Landscape (MartechMap)

It is #MartechDay!

I’m delighted to at last share with you the 2022 advertising technological innovation landscape, a joint output between myself and Frans Riemersma of MartechTribe (and a complete bunch of wonderful contributors). In this article are the vital matters you want to know:

The wild-and-insane 11-12 months development of the martech landscape seems like this:

Martech Landscapes, 2011-2022

Or, if you like a far more quantitative see of the 6,521% progress in excess of individuals 11 a long time:

Martech Landscape Growth, 2011 to 2022

We retired the moniker “Martech 5000”, which had promptly turn out to be a misnomer. This yr it would have been nearly the Martech 10,000! Alternatively, we’ve renamed this challenge “Martech Map” because…

We have introduced a new interactive web site at, absolutely free to use, that allows you research, kind, and filter the complete landscape. You can look for by key word. You can filter by a vendor’s HQ state. You can rearrange the display screen, zoom in, and even generate a PDF of your personal.

Disclaimer: the website is nevertheless in beta, so make sure you bear with us by means of any rough edges.


You can also contribute to the data set — and please do! Discover some thing improper in the facts? Lacking vendor? Seller which is altered types or gone absent? Let us know. We think about this a community task, and we gladly rejoice all of the contributors to it.

The enormous scale and swift price of alter of the martech industry and the wealth of methods within just it was no longer effectively-served by a when-a-calendar year, static graphic. It is a position in time, which is intriguing to see calendar year-around-calendar year. But we want this group source to be something that is up to date on a more steady foundation.

By now generating the graphic algorithmically, it’s straightforward to release updates in a matter of minutes — vs . the darkish ages of hand-inserting tiny logos manually on a slide (hats off to you, Anand Thaker and Jeff Eckman, for all your prior support with that!). By employing a vendor’s favicon from their internet site, which we can refresh at any time, we also save the two ourselves and distributors from the angst of out-of-date logos.

The aesthetic is distinctive with this grid of favicon logos, but the simple benefits of immediate updates weigh heavily in its favor. Just as every other element of advertising and marketing and martech is evolving, so much too need to the martech landscape.

State of Martech 2022 Report

Of course, one particular of the perennial reactions to the martech landscape is: how can there be so quite a few distributors? How has this current market not consolidated still? Certainly it is destined to collapse, any moment now, appropriate?

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

It’s truly worth noting that 972 suppliers from the 2020 landscape ended up removed for 2022, possibly thanks to currently being obtained or some a lot less satisfied exit from the industry. That is 12% churn from two several years back! The martech landscape does consolidate.

But at the very same time, new sellers maintain entering the current market (and extra who have been in the market place continue to keep receiving identified in our ongoing research). Though 972 sellers were being eradicated, a whopping 2,904 vendors have been added, which brought the net overall from 8,000 to 9,932.

Frans and I have quite a few products and theses that give some clarification to these dynamics that we see in the market. This calendar year, we’ve provided them — along with a bunch of other terrific data about stack adoption designs — in a State of Martech 2022 report.

It’s totally free for you to obtain (totally ungated):

State of Martech 2022 Report

(As a reward, the report also contains all of the entries to The Stackies 2022: Marketing Tech Stack Awards, so you can evaluate illustrations of how other companies have mixed martech methods in their internet marketing stacks.)

The research for this project and the accompanying report was generously supported by these six sponsors. We would kindly stimulate you to look at them out:

In addition, we have established a “gratitude graphic” that reflects the numerous contributors to the martech landscape information set. We hope you’ll join them for a future update that incorporates contributions you choose to make.

Martech Map 2022 Contributors

Merry #MartechDay to you — I hope you delight in this new graphic, report, and interactive internet site.

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Subscribe to my e-newsletter to get the latest insights on martech as before long as they hit the wire. I generally publish an write-up every 7 days or two — aiming for quality over amount.