A beauty contest for marketing clouds, but buyers resist monogamy

Buyer Pains for Marketing Clouds

Apologies for that metaphor — admittedly wrong on so many levels. But bear with me. Last week, Forrester announced their “wave” report for enterprise-class marketing clouds. Officially, it was a report on enterprise marketing software suites (EMSS). But since at least half of the vendors evaluated refer to their offering as a “marketing cloud,” it […]

$20 billion global market for marketing software today

IDC Forecast Worldwide Marketing Software 2014-2018

How big is the market for marketing software today? Gerry Murray at IDC has an answer to that question, which he announced in a blog post last week: $20.2 billion here in 2014. He expects that the market will have a compound annual growth rate (CAGR) of 12.4% for the next five years, resulting in […]

It’s not just MarTech: FinTech, LegalTech, HRTech, etc.

FinTech

It’s been said that the explosion of software vendors in marketing is an anomaly. Certainly if you compare that with enterprise software markets as we knew them ten years ago, that’s true. People look at my landscape of nearly 1,000 marketing technology vendors — which is only a representative sample — and shake their heads […]

4 marketing automation vendors, 1 stage, 0 casualties

The Future of Marketing Automation Panel

Yesterday, I moderated a panel on “the present and future of marketing automation” at MarketingProf’s B2B Forum with Atri Chatterjee, CMO of Act-On; Jon Miller, co-founder and VP marketing of Marketo; John Stetic, group VP products of Oracle Marketing Cloud; and You Mon Tsang, CEO of OutMarket (formerly the Vocus Marketing Cloud). Dashing the hopes […]

Over $21.8 billion of funding for marketing technology

Marketing Technology Funding September 2014

Hold on to your butts: there’s been over $21.8 billion of venture capital and private equity invested marketing technology companies. And that doesn’t include money raised from public offerings, M&A deals, or untracked investments from angels, friends and family — or the hundreds of companies who weren’t included on my landscape (as I always disclaim, […]

Point/counterpoint: how big is the martech market?

Point/Counterpoint: How Big is the MarTech Market?

We’re going to try something different here. Louis Gudema, the president of marketing consultancy revenue + associates, submitted a guest post to me with the contrarian (?) viewpoint that marketing technology is not as big of a market as some claim. He mostly takes issue with the “market opportunity” stated in HubSpot’s recent S-1 filing […]

Marketers regularly use over 100 software programs

Ambient Marketing Software

A lot of people look at my marketing technology landscape graphic and protest, “There’s too damn much software in marketing!” To many, it’s inconceivable that a marketer would ever be able to manage working with more than a handful of software products — and ideally, they’d work with just one. But I believe this overlooks […]

The revolution will not be advertised: HubSpot files for $100 million IPO

Dharmesh Fireside Chat at MarTech

This week, HubSpot filed for a $100 million IPO. As a “marketing technology” story, that’s remarkable enough at face value. There have been only a handful of pure martech companies that have made it from a start-up dream to a publicly-traded company. It’s an extraordinary accomplishment in a crowded space. Their IPO will provide further […]

Could Google be the ultimate marketing cloud company?

Google Across the Marketing Technology Channel

Pop quiz! Write down the names of three multi-billion companies who either provide a “marketing cloud” today — or are potential contenders in that space over the next few years. Done? I’ll bet you a beer at MarTech that there was one company who wasn’t on your list: Google. (Okay, be honest: they wouldn’t have […]

Tag management software as marketing middleware

Build Your Own Marketing Cloud with Tag Management

Tag management, at its core, is a relatively straightforward marketing technology — but one that has taken on new life with the rise of the home-grown, heterogeneous marketing cloud. First, a brief orientation on tag management: Many marketing software applications require marketers to insert little snippets of code — “tags” — into their web pages […]