Marketing Software

We’re busy working on the 2023 edition of the martech landscape (interactive version at martechmap.com) that will be released on #MartechDay, May 2. Spoiler alert: if you were betting this would be the year the martech supernova collapses into a black hole… well, you might think of hedging that bet. The number of weekly martech-related […]

Martech software companies — and SaaS vendors in general — have several different ways they can charge for their products. The classic SaaS subscription models have used seat-based and tier-based pricing. As a buyer, you pay for the number of people (“seats”) using the product in your company. Or, you pay for bundles of functionality

I’m going to start the year with a controversial prediction: we are at the beginning of a massive wave of growth in martech. The next 7 years of expansion in our industry and profession will dwarf the past 7 years. I assume that’s a controversial claim because most people think this is going to be

In today’s virtual event Martech for 2023: The (Really) Big Picture — full video will be shared tomorrow — Frans Riemersma and I released a major update to the interactive martech landscape on martechmap.com. We know: the martech landscape is overwhelming. In our latest update to the database, even after removing a number of solutions

At many companies — but not all — their martech stack has become too complex. Aside from the anecdotal evidence that I frequently hear on LinkedIn and Twitter threads, Gartner’s most recent Marketing Technology Survey frames the problem quantitatively: on average, the 324 enterprise marketing technology leaders they surveyed reported that only 42% of their

One of the perennial criticisms of the martech landscape is that “most of these products all do the same thing.” Send an email. Render a web page. Analyze some data. This criticism has grown louder in proportion to the growth of the landscape. With an increasingly exasperated tone, people ask, for example, “What’s the point

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

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

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

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