Research & Reports
Analysis and insights on the evolution of marketing technology
Martech for 2026
The latest annual trends report, exploring agentic marketing, context engineering, and the shift from martech stacks to composable architectures.
State of Martech 2025
The annual data-driven snapshot of the martech industry, released on #MartechDay. Covers landscape growth, consolidation trends, and the rise of AI-native tools.
Martech for 2025
Trends shaping marketing technology for the year ahead, including composable martech, AI agents, and the evolution of data infrastructure.
State of Martech 2024
The definitive survey of the martech landscape, tracking 14,106 solutions across 7 major categories. Includes data on adoption patterns and market dynamics.
Martech for 2024
An analysis of emerging trends at the intersection of marketing, technology, and AI — including the early signals of generative AI’s impact on the martech stack.
Martech 2030
Five macro trends shaping marketing technology for the decade ahead, from the rise of the “augmented marketer” to platform ecosystems and no-code democratization. Published with WPP.
The Marketing Technology Landscape
Since 2011, Scott has curated the marketing technology landscape, now in collaboration with Frans Riemersma of MartechTribe, tracking the explosive growth of the martech industry from ~150 solutions to over 15,000.
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