May 28, 2023


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2022 Marketing Technology Landscape (MartechMap)

Marketing Technology Landscape 2022: search 9,932 solutions on

2022 Marketing Technology Landscape (MartechMap)

It is #MartechDay!

I’m delighted to lastly share with you the 2022 internet marketing technologies landscape, a joint creation concerning myself and Frans Riemersma of MartechTribe (and a total bunch of wonderful contributors). Here are the key things you want to know:

The wild-and-nuts 11-year development of the martech landscape looks like this:

Martech Landscapes, 2011-2022

Or, if you choose a additional quantitative view of the 6,521% progress more than those 11 yrs:

Martech Landscape Growth, 2011 to 2022

We retired the moniker “Martech 5000”, which had swiftly develop into a misnomer. This 12 months it would have been virtually the Martech 10,000! Rather, we’ve renamed this job “Martech Map” because…

We have introduced a new interactive website at, free to use, that allows you research, type, and filter the overall landscape. You can search by search term. You can filter by a vendor’s HQ country. You can rearrange the display, zoom in, and even make a PDF of your personal.

Disclaimer: the web site is nonetheless in beta, so you should bear with us as a result of any rough edges.


You can also lead to the information set — and make sure you do! Come across a thing wrong in the details? Missing seller? Vendor that is altered types or absent absent? Enable us know. We take into account this a local community challenge, and we gladly celebrate all of the contributors to it.

The substantial scale and quick fee of transform of the martech sector and the prosperity of options inside it was no more time nicely-served by a when-a-yr, static graphic. It’s a issue in time, which is intriguing to see 12 months-above-yr. But we want this neighborhood source to be a thing that is updated on a additional steady basis.

By now making the graphic algorithmically, it’s straightforward to release updates in a make any difference of minutes — versus the dim ages of hand-positioning tiny logos manually on a slide (hats off to you, Anand Thaker and Jeff Eckman, for all your prior assistance with that!). By utilizing a vendor’s favicon from their web page, which we can refresh at any time, we also help you save both of those ourselves and sellers from the angst of outdated logos.

The aesthetic is distinct with this grid of favicon logos, but the realistic positive aspects of instantaneous updates weigh closely in its favor. Just as just about every other component of advertising and martech is evolving, so also ought to the martech landscape.

Point out of Martech 2022 Report

Of training course, a single of the perennial reactions to the martech landscape is: how can there be so lots of suppliers? How has this market not consolidated nonetheless? Undoubtedly it is destined to collapse, any moment now, ideal?

These are very good concerns to request. I ask them myself all the time.

It’s truly worth noting that 972 distributors from the 2020 landscape had been removed for 2022, both owing to being acquired or some considerably less satisfied exit from the current market. Which is 12% churn from two several years ago! The martech landscape does consolidate.

But at the same time, new suppliers keep coming into the market (and much more who have been in the market place keep acquiring discovered in our ongoing exploration). Even though 972 sellers were being taken off, a whopping 2,904 suppliers were included, which brought the web overall from 8,000 to 9,932.

Frans and I have several styles and theses that supply some explanation to these dynamics that we see in the marketplace. This calendar year, we have bundled them — together with a bunch of other excellent facts about stack adoption patterns — in a State of Martech 2022 report.

It’s absolutely free for you to obtain (completely ungated):

State of Martech 2022 Report

(As a reward, the report also contains all of the entries to The Stackies 2022: Marketing Tech Stack Awards, so you can evaluate illustrations of how other organizations have merged martech options in their advertising stacks.)

The research for this task and the accompanying report was generously supported by these 6 sponsors. We would kindly persuade you to check out them out:

In addition, we’ve made a “gratitude graphic” that displays the lots of contributors to the martech landscape data set. We hope you’ll be part of them for a long run update that consists of contributions you choose to make.

Martech Map 2022 Contributors

Merry #MartechDay to you — I hope you take pleasure in this new graphic, report, and interactive internet site.

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Subscribe to my publication to get the most up-to-date insights on martech as before long as they hit the wire. I normally publish an post each and every week or two — aiming for quality around quantity.