Everyone who works in digital marketing probably uses one thing by now: a MarTech tool. But do you even know what other tools exist on the market? A current overview shows the cross-section. It doesn’t matter whether it’s social media, CMS, or marketing automation. They all have one thing in common: they all belong to MarTech. This is the connection between marketing and technology. This means that such software should support the achievement of marketing goals.

The MarTech landscape

Scott Brinker has made the MarTechMap for the eleventh time.

The areas of application of MarTech seem endless. Because practically everyone who deals with digital marketing also has something to do with MarTech. But how many different providers and options are there? In order not to get lost in the jungle of MarTech tools, Scott Brinker, CEO of chiefmartec, has been creating an overview called “Marketing Technology Landscape” since 2011, in which he was able to identify a whopping 9,932 MarTech solutions in 2022.

The solutions are divided into different categories:

  • Advertising and Promotion
  • content and experiences
  • Social and Relationships
  • Commerce and Sales
  • Data
  • management

Under these supercategories, there are in turn a total of 49 subcategories. The range extends from the display and programmatic advertising to content marketing, CRM, social media marketing, and agile management.

Strong increase due to pandemic

Scott Brinker has been creating the overview since 2011. He started with 150 providers. In 2020 there were already 8,000 MarTech solutions. Now, two years later, that number has grown to nearly 10,000. If you look at the main categories mentioned above, it becomes clear that the Content and Experience, Commerce and Sales, and Management categories, in particular, were able to make strong gains. The reason for the first two categories is that the greatest potential for differentiation in the customer experience lies dormant here. Management tools have risen sharply because entire departments have switched to remote and digital due to the corona pandemic. This is exactly why a digital management tool is needed.

If you now look at which providers are popping up where an interesting picture emerges. It shows that the Europeans are currently relying more on DAM, MRM, and PIM products, while the US Americans are already a step ahead. Many companies seem to be using ABM (account-based marketing) solutions more and more here.

Topics of the future: ABM, video, and influencers

It is also worth taking a look at how long each category of the solution has been on the market. This provides information about the extent to which the solutions are already established in companies.

  • Already established, but niche product: call analytics, budgeting, affiliate and channel partners, PR, etc.
  • Established but growing: web analytics, email, marketing automation, CRM, display ads, DAM, etc.
  • New on the market, but growing fast: mobile marketing, content marketing, social media, BI, interactive content, etc.
  • New on the market, coming soon: Influencers, CDP, Chat, IOT, Governance, Video, ABM, Agile Management, etc.

This shows that many companies, whether B2C or B2B, are already heavily involved in email marketing, CRM, and the like. In fact, ABM and video are still topics of the future, but they are increasingly finding their way into everyday work. The overview is continuously updated and can be accessed via the following link .

So what does this mean for B2B companies? Well, it shows that ABM, for example, will continue to assert itself. Companies that are already focusing on this topic will thus have a competitive advantage. In general, however, there is no way around MarTech. Ask yourself what do we need? What goals do we want to achieve? From this, you can derive the perfect solution for you.


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