Martech is consolidating, but what will the 2022 landscape reveal?

You might already be leaping to a conclusion. “It seems like every other week, I read about a major acquisition. Surely the 2020 martech landscape with its 8,000 solutions was Peak Martech! The only question is by how much has the 2022 landscape shrunk.” Perhaps. Indeed, the martech industry sees a tremendous amount of M&A activity. LUMA Partners, one of the leading investment banks in martech — and the creators of the original adtech landscape …

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Martech Acquisitions 2019-2021

10+ ways to visualize your martech stack

This is the 8th year we’re running The Stackies. It’s an awards program that invites marketers to share a single slide illustrating their martech stack — the different apps and platforms they use and how they conceptualize them working together. I’d encourage you to participate (deadline for entries April 29). It’s a fantastic way to contribute to our community’s understanding of how martech fits into the function and flow of modern marketing. However, even if …

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There must be 50 ways to stack your martech.

Martech in the metaverse: 5 takeaways from a lively roundtable discussion

What is the metaverse? What will it mean for marketing and martech? Last week, I led a roundtable discussion with three leaders of martech companies — Acquia CMO Lynne Capozzi, Wistia CEO Chris Savage, and Persado COO Assaf Baciu — to consider these questions from several different perspectives. (With kudos to Samantha McGarry at Inkhouse PR for arranging this session.) The video of our discussion is included below, but here the main points I took …

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Martech in the Metaverse

The real build vs. buy question in martech is around talent, not technology

“One of the things that doesn’t get talked about as much as it should in martech is the gap between the technology that is installed and the skills that exist in the organization.” In a recent interview I had with Anita Brearton, CEO of CabinetM, this was one of the points she was most animated about. “Stack utilization is a huge issue. You build these big, complex stacks — are you getting your money’s worth? …

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The Skills Gaps in Your Martech Stack

#MartechDay: The 2022 Martech Landscape, State of Martech Report, Stackies, and more

There’s a day for everything. Bubble Wrap Appreciation Day. Sword Swallowers Day. No Pants Day. But there’s no official day on the calendar to acknowledge and celebrate the martech profession and all the wonderful, talented people who work in it. Not to take anything away from National Artichoke Day, but I think marketing technology and operations pros are far more deserving of recognition than those thorny, bitter greens. So let’s rectify that. Frans Riemersma of …

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Martech Day 2022

Share your martech stack illustration in the 2022 Martech Stackie Awards

I’m pleased to announce that the 2022 Stackies: Martech Stack Awards are now open for entries for the next eight weeks — until midnight Pacific on Friday, April 29. There is no fee to enter. In fact, for each qualified entry, we — this year, the awards hosts are myself from chiefmartec.com and Frans Riemersma from MartechTribe — will donate $100 to a worthy cause. More on that in a bit. But first, what are The …

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2022 Martech Stackie Awards

It’s not the size of your martech stack, it’s your range of use cases

Bain & Company recently conducted a martech survey with 100 major consumer products companies. They evaluated these companies’ maturity on 30 different martech capabilities, including enablers such as martech product management and governance practices. They identified the top 12% of those companies as “leaders” in their martech capabilities and the bottom 19% as “laggards.” You will hopefully not be surprised to learn that the leaders have mostly gained market share in the past couple of …

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Martech Leaders Adopt More Use Cases

Okta reveals 5-year trend of best-in-breed apps; also, a kind request I have of you

Okta, a leading identity platform that many companies use for single sign-on (SSO), has been aggregating the data of which apps their customers use for the past five years. Every year, they publish a report that shares a wealth of fascinating stats, such as the relative popularity of different apps. This is another example of ground-truth empirical data about tech stacks that I find highly credible. In the 2022 edition of Okta’s report, just released, …

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Best-of-Breed Apps Grow

Matrixed Tech Stacks with Both Horizontal and Vertical Aggregation Platforms

Last year, I wrote about a pattern of aggregation platforms growing in martech stacks. The two key characteristics of an aggregation platform: It centralizes a cross-departmental capability (e.g., a cloud data warehouse). It grows in value as you connect more apps in your stack to it. That second point is important, and not only for the obvious network effects. To me, this triggered — or was triggered by — the recognition that tech stacks are …

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Matrixed Tech Stacks with Horizontal & Vertical Aggregation Platforms

The power of combinatorial innovation and 4 other lessons on the journey to 1,000 apps

Today, HubSpot announced a milestone of more than 1,000 integrated apps featured in the app marketplace for its CRM platform. The call to better integrate martech is being heard. As you may know, I joined HubSpot a little over four years ago to help grow its platform ecosystem. So I’m delighted to see this momentum build. And I feel like it’s still in the early stages of what it will become. A huge “thank you” …

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HubSpot App Ecosystem (January 2022)