Marketing Technology Landscape 2022: search 9,932 solutions on

Otto Eovaldi

2022 Marketing Technology Landscape (MartechMap)

It’s #MartechDay!

I’m delighted to ultimately share with you the 2022 marketing technological know-how landscape, a joint production involving myself and Frans Riemersma of MartechTribe (and a entire bunch of superb contributors). Right here are the key points you want to know:

The wild-and-outrageous 11-calendar year development of the martech landscape seems to be like this:

Martech Landscapes, 2011-2022

Or, if you choose a more quantitative check out of the 6,521% growth over those people 11 several years:

Martech Landscape Growth, 2011 to 2022

We retired the moniker “Martech 5000”, which experienced immediately become a misnomer. This yr it would have been practically the Martech 10,000! As an alternative, we’ve renamed this challenge “Martech Map” because…

We have launched a new interactive web page at, no cost to use, that lets you look for, kind, and filter the entire landscape. You can search by keyword. You can filter by a vendor’s HQ place. You can rearrange the display screen, zoom in, and even produce a PDF of your possess.

Disclaimer: the internet site is continue to in beta, so remember to bear with us by any tough edges.


You can also contribute to the details set — and remember to do! Discover some thing mistaken in the facts? Lacking vendor? Seller which is changed types or gone away? Enable us know. We contemplate this a local community venture, and we gladly celebrate all of the contributors to it.

The substantial scale and immediate price of alter of the martech field and the wealth of remedies inside of it was no longer very well-served by a as soon as-a-calendar year, static graphic. It is a stage in time, which is intriguing to see yr-above-calendar year. But we want this neighborhood source to be some thing that is up to date on a far more ongoing foundation.

By now creating the graphic algorithmically, it is simple to launch updates in a make a difference of minutes — compared to the dark ages of hand-putting tiny logos manually on a slide (hats off to you, Anand Thaker and Jeff Eckman, for all your prior help with that!). By utilizing a vendor’s favicon from their web site, which we can refresh at any time, we also help you save the two ourselves and sellers from the angst of out-of-date logos.

The aesthetic is distinct with this grid of favicon logos, but the sensible benefits of immediate updates weigh closely in its favor. Just as every other element of promoting and martech is evolving, so much too ought to the martech landscape.

Point out of Martech 2022 Report

Of class, a single of the perennial reactions to the martech landscape is: how can there be so a lot of sellers? How has this sector not consolidated nonetheless? Surely it’s destined to collapse, any minute now, appropriate?

These are excellent concerns to inquire. I ask them myself all the time.

It’s truly worth noting that 972 distributors from the 2020 landscape had been eliminated for 2022, both thanks to getting acquired or some considerably less happy exit from the marketplace. Which is 12% churn from two decades in the past! The martech landscape does consolidate.

But at the similar time, new suppliers retain moving into the industry (and a lot more who have been in the marketplace preserve finding identified in our ongoing investigation). Though 972 suppliers were eradicated, a whopping 2,904 distributors were added, which brought the internet overall from 8,000 to 9,932.

Frans and I have quite a few styles and theses that give some clarification to these dynamics that we see in the market. This year, we’ve provided them — along with a bunch of other good knowledge about stack adoption patterns — in a Point out of Martech 2022 report.

It’s absolutely free for you to down load (completely ungated):

State of Martech 2022 Report

(As a reward, the report also involves all of the entries to The Stackies 2022: Marketing Tech Stack Awards, so you can review examples of how other businesses have combined martech solutions in their marketing stacks.)

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

In addition, we’ve produced a “gratitude graphic” that demonstrates the quite a few contributors to the martech landscape knowledge established. We hope you’ll be part of them for a future update that consists of contributions you make a decision to make.

Martech Map 2022 Contributors

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

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Subscribe to my newsletter to get the most recent insights on martech as before long as they strike the wire. I ordinarily publish an post just about every week or two — aiming for good quality above quantity.

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