May 31, 2023

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2022 Marketing Technology Landscape (MartechMap)

Marketing Technology Landscape 2022: search 9,932 solutions on

2022 Marketing Technology Landscape (MartechMap)

It’s #MartechDay!

I’m delighted to last but not least share with you the 2022 promoting technological know-how landscape, a joint generation among myself and Frans Riemersma of MartechTribe (and a full bunch of wonderful contributors). Listed here are the vital items you want to know:

The wild-and-mad 11-yr progression of the martech landscape seems to be like this:

Martech Landscapes, 2011-2022

Or, if you want a much more quantitative check out of the 6,521% development above those 11 years:

Martech Landscape Growth, 2011 to 2022

We retired the moniker “Martech 5000”, which experienced quickly turn out to be a misnomer. This calendar year it would have been approximately the Martech 10,000! As a substitute, we’ve renamed this project “Martech Map” because…

We have introduced a new interactive web site at, absolutely free to use, that allows you research, kind, and filter the total landscape. You can search by search phrase. You can filter by a vendor’s HQ state. You can rearrange the display screen, zoom in, and even make a PDF of your own.

Disclaimer: the web page is even now in beta, so be sure to bear with us as a result of any tough edges.


You can also add to the knowledge set — and please do! Discover one thing improper in the info? Lacking vendor? Vendor that is modified types or long gone absent? Permit us know. We contemplate this a community project, and we gladly celebrate all of the contributors to it.

The significant scale and swift rate of improve of the martech marketplace and the prosperity of answers within just it was no for a longer time well-served by a at the time-a-12 months, static graphic. It’s a position in time, which is attention-grabbing to see 12 months-over-12 months. But we want this neighborhood useful resource to be something that is up to date on a far more ongoing basis.

By now producing the graphic algorithmically, it is easy to release updates in a subject of minutes — compared to the dim ages of hand-placing small logos manually on a slide (hats off to you, Anand Thaker and Jeff Eckman, for all your prior assist with that!). By utilizing a vendor’s favicon from their internet site, which we can refresh at any time, we also help save both equally ourselves and vendors from the angst of outdated logos.

The aesthetic is different with this grid of favicon logos, but the practical positive aspects of fast updates weigh seriously in its favor. Just as every other part of advertising and martech is evolving, so too need to the martech landscape.

State of Martech 2022 Report

Of class, one particular of the perennial reactions to the martech landscape is: how can there be so quite a few suppliers? How has this industry not consolidated yet? Undoubtedly it is destined to collapse, any minute now, appropriate?

These are good concerns to check with. I request them myself all the time.

It is worthy of noting that 972 sellers from the 2020 landscape were eradicated for 2022, either thanks to remaining acquired or some much less satisfied exit from the market. Which is 12% churn from two many years ago! The martech landscape does consolidate.

But at the similar time, new suppliers hold moving into the industry (and far more who have been in the current market maintain having identified in our ongoing research). Although 972 vendors were being removed, a whopping 2,904 sellers had been extra, which brought the net complete from 8,000 to 9,932.

Frans and I have a number of products and theses that offer some clarification to these dynamics that we see in the market. This yr, we have involved them — alongside with a bunch of other good details about stack adoption patterns — in a Condition of Martech 2022 report.

It is absolutely free for you to down load (absolutely ungated):

State of Martech 2022 Report

(As a reward, the report also involves all of the entries to The Stackies 2022: Marketing and advertising Tech Stack Awards, so you can evaluation examples of how other corporations have combined martech methods in their advertising stacks.)

The study for this task and the accompanying report was generously supported by these six sponsors. We would kindly really encourage you to check out them out:

In addition, we have produced a “gratitude graphic” that reflects the a lot of contributors to the martech landscape info set. We hope you will be part of them for a future update that incorporates contributions you make a decision to make.

Martech Map 2022 Contributors

Merry #MartechDay to you — I hope you take pleasure in this new graphic, report, and interactive web page.

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