Marketing Software

It’s the closing of the year. A time for gathering together with family and friends. A time for consuming far too much food and drink. A time for celebration and reflection. And for me, it’s the time when I lounge by a fire pit and lay out the next edition of the marketing technology landscape. A logo wonderland… And in case you’re looking for some sitting-around-the-fire conversation topics — surely everyone in your family is …

Marketing automation as a bellwether of overall martech landscape Continue Reading »

This is a guest post written by Dong Liu of VentureScanner. I was impressed with their research on the many categories of marketing technology, and invited them to give us a helicopter tour of one particularly popular subcategory, content marketing. A recent study by ContentPlus shows that 70% of consumers prefer getting to know a company through articles as opposed to through ads. Indeed, with the growing importance of content in attracting new customers and …

A whirlygig tour of content marketing software Continue Reading »

Welcome to prediction season, again! It doesn’t take a crystal ball to know you’re going to be inundated over the next 30 days with people prophesying your future — at least your future in marketing for the year ahead. Personally, I subscribe to Yogi Berra’s worldview, “It’s tough to make predictions, especially about the future.” (Variations of which are sometimes attributed to Niels Bohr.) Most of the so-called predictions we’ll hear in the month ahead …

What will happen with marketing technology in 2015? Continue Reading »

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 is popularly framed as part of the epic of our time, Star Wars: Episode VII — The Marketing Cloud Wars. …

A beauty contest for marketing clouds, but buyers resist monogamy Continue Reading »

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 a $32.4 billion market by 2018. IDC breaks that market down into four broad categories: Interaction Systems — the majority …

$20 billion global market for marketing software today Continue Reading »

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 in disbelief. I’ve made the case for why I think 1,000-plus marketing software vendors could be the new normal. Yet …

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

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 of those who attended the auto-race to see fiery crashes, there was little bloodsport — to the fine credit of …

4 marketing automation vendors, 1 stage, 0 casualties Continue Reading »

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, it’s definitely not comprehensive). In other words, real investment in space is much greater than $21.8 billion. Earlier this week, …

Over $21.8 billion of funding for marketing technology Continue Reading »

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 — not to pick on HubSpot per se, but because their S-1 is the most recent attempt to frame the …

Point/counterpoint: how big is the martech market? Continue Reading »

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 true pervasiveness of software. So as a little thought exercise, I’d like to demonstrate how most marketers are already …

Marketers regularly use over 100 software programs Continue Reading »