Marketing Software

Channel, partner, and ecosystem tech is one of the hottest categories in martech today

Jay McBain, formerly of Forrester and now with tech analyst firm Canalys, is the world’s leading expert in partner, channel, and ecosystem technology. Where I’ve gone broad with the martech landscape, Jay has gone deep with his own ecosystem tech landscape. He recently released his 2022 Channels Ecosystem Landscape, shown in the image above but discussed in more detail in his accompanying release write-up. I first came across Jay’s work with his 2017 landscape, where …

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2022 Channels Ecosystem Landscape

The 2nd Age of Martech has arrived, and it’s all about convergence in ecosystems

In 2019, I hypothesized that we were on the cusp of a Second Golden Age of Martech. The defining characteristic of this new era was a shift from dichotomies to convergences: From suite vs. best-of-breed to integrated platform ecosystems From software vs. services to blended delivery models with both From build vs. buy to customization on top of commercial platforms Instead of being forced to choose between X or Y — which was never fun …

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1st to 2nd Ages of Martech

Think the martech landscape is big? Here’s the size of the software industry overall

Over the 11 years that I’ve been publishing the martech landscape, as it mushroomed from ~150 solutions to ~10,000, I’ve seen many people react to it as an anomaly. “What is it about marketing that spawns so many software apps? Surely no other profession has to deal with such sprawl!” To which software review site G2 responds in this article, “Hold my beer.” While there are certainly dynamics specific to marketing that feed the frenzy …

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Martech and Other Software Landscapes

Marketers keep replacing major martech apps, integration #1 factor for replacements

My friends at MarTech.org recently released their latest Martech Replacement Survey 2022, where marketers shared which apps they’ve replaced over the past 18 months, what their primary motivation was in doing so, and what were their most important factors in choosing the replacement solution. Marketing automation (24%), CRM (23%), SEO (23%), email marketing (22%), and work/project management (19%) apps were the most frequently replaced. As I highlighted in blue in the chart above, the #1 …

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Integration is #1 Factor in Replacing Martech Apps

32 illustrated martech stacks entered in The Stackies 2022: Marketing Tech Stack Awards

Yesterday — #MartechDay, yay! — we released the global 2022 marketing technology landscape, after taking a year off in 2021. It grew a remarkable 24% to 9,932 solutions. To make it readable, we actually made it fully interactive at martechmap.com, where you can search, filter, zoom, and more. It’s pretty wild. But despite its mind-boggling scale, the martech landscape has always been a sidebar to the real story of how technology is changing marketing. The …

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The Stackies 2022: Marketing Tech Stack Awards

Marketing Technology Landscape 2022: search 9,932 solutions on martechmap.com

It’s #MartechDay! I’m delighted to finally share with you the 2022 marketing technology landscape, a joint production between myself and Frans Riemersma of MartechTribe (and a whole bunch of wonderful contributors). Here are the key things you want to know: The number of solutions is now 9,932 — up 24% from 2020 Here is a slide version of the image you can use in decks and content Here is a high-res PDF you can use …

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2022 Marketing Technology Landscape (MartechMap)

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

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

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