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CMOs and their marketing organizations face a Sisyphean task in managing their ever-expanding martech stack. Understanding this principle and how it applies to martech management will better equip you to identify the tools and strategies driving your marketing success.
Martech is in an unprecedented state of flux. 15,384 martech tools In 2025, the marketing technology landscape is balancing boom and bust. 15,384 martech tools In 2025, the marketing technology landscape is balancing boom and bust. The 2025 martech story is not one of chaos or calm, but of convergence. Processing.
Yet, after years of helping companies tackle these challenges, I’ve watched the same pattern unfold: millions spent on martech solutions that deliver a fraction of the promised value. Martech integration is not a technical problem. Many martech vendors will tell you integration success depends on their technical approach.
Scott Brinker of Chiefmartec.com and Frans Riemersma of Martech Tribe released their annual martech landscape this week and counted 15,384 tools, a 9% increase from the 14,106 they counted last year. But two-thirds of the churn from 2024 to 2025 consisted of tools from the previous decade, 2010 to 2020. Source: Chiefmartec.com.
“Google, Yahoo and many other mailbox providers are getting more and more frustrated having to deal with spam,” Al Iverson, industry research and community engagement lead at Valimail, told MarTech. “So The latest figure I saw was something like 347,000,000,000 emails sent a day,” Cynthia Price, SVP of Marketing at Litmus, told Martech.
In 2020, Real Story Group managing director and analyst Jarrod Gingras wrote about martech vendor bullying. During my three decades of working in martech I have seen quite a bit of these. Avoid martech buying potholes. It’s a must-read for anyone adding new tools or trying to optimize a martech stack.
Emarsys, acquired by SAP in 2020, this week reported that four in five (83%) consumers in the U.S. The post SAP to launch loyalty management solution for retailers appeared first on MarTech. We care because it’s a reminder that loyalty forms a sometimes overlooked part of the customer experience. Why does SAP care? Processing.
In 2023, martech utilization was only at 33% per Gartner — a steep decline from 42% in 2022 and 58% in 2020. The underutilization of martech has unintended consequences. Insufficient usage of martech may also hinder the improvement of marketing processes. There are different reasons why martech is underutilized.
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. This is a great way to examine your overall stack inventory and show the span of martech solutions. Vendor Category Map.
That is a 16% increase over last year and more than twice the $26 billion in 2020. The post Digital video ad spend sees 16% increase this year appeared first on MarTech. Marketers continue to move money into digital video despite significant doubts about audience measurement, according to a new report from the IAB.
Yet for most organizations, martech integration is not a priority — and understandably so. On top of this, additional capabilities are required beyond technical readiness to successfully tackle the martech integration challenge. Get MarTech! Martech debt can be caused by: Lack of requirements and resources. In your inbox.
Martech spending by U.S. average increase since 2020. Even with the slowdown, the B2B martech average spend will slightly outpace B2C’s 13% projected average. Has B2B martech caught up with B2C yet? Get MarTech! The post B2B martech spending growth slows, may hit $8.5 By 2024 the spend is expected to hit $8.5
Meanwhile, Sendinblue’s latest funding round, a reported $160 million, occurred in September 2020. Validity acquired email analytics and deliverability provider 250ok in February 2020, cementing its deliverability and data quality capabilities. Take the 2022 MarTech Replacement Survey today! million in financing. Let us know!
Next Tuesday, May 3 — Martech Day ! — we’ll release the 2022 marketing technology landscape, along with a State of Martech report. Surely the 2020martech landscape with its 8,000 solutions was Peak Martech! Indeed, the martech industry sees a tremendous amount of M&A activity. ” Perhaps.
2022 Martech Landscape. “Would this crisis be the catalyst for consolidating if not out right collapsing the vast and vibrant martech vendor universe?” The answer, we now know, was that accelerated pressure to digitize businesses would be good news for the martech industry. Actually, there are 9,932 reasons.
This followed huge growth between 2018 and 2020 when martech spending nearly doubled. . B2B firms will increase martech spending less this year and next as well. B2B martech spending will reach $6.6 B2B martech spending will reach $6.6 Martech spending is still ahead of spending on marketing 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. It’s fair to say that’s a different kettle of fish than B2B software, such as martech. It’s not just martech. Well, at least today.
But despite its mind-boggling scale, the martech landscape has always been a sidebar to the real story of how technology is changing marketing. This is why The Stackies: Marketing Tech Stack Awards are my favorite community event in the martech industry. Collectively, they give us some insight into how martech is being applied.
Originally set for 2022, the plan faced multiple delays since its announcement in January 2020, leading to doubts about Google’s commitment. Dig deeper: Why first-party data still reigns even with Google keeping third-party cookies The post Google’s cookie pivot leaves 88% of industry in uncertainty: IAB appeared first on MarTech.
Half of martech and marketing ops professionals received a promotion in the past year. More accurately, half of the 426 respondents to our 2022 Martech Career Survey , run in collaboration with the team at MarTech.org, reported receiving a promotion within the past 12 months.
In 2020, privacy concerns prompted Google to plan to remove cookies in Chrome with a deadline that was continually moved back, regularly sending panic waves through the marketing world. The post Why your marketing strategy should still be cookie-less despite Google’s shift appeared first on MarTech. Processing.
Take our brief 2024 MarTech Replacement Survey Consumers aren’t averse to using AI technologies but expect these tools to offer benefits, not simply cost savings, for the brands adopting them. The post Why brands must bridge the knowledge gap in AI adoption appeared first on MarTech. Are you getting the most from your stack?
Much of this goes back to the conversation I began in my previous MarTech column, “ How to gear up email for a strong finish to 2024 ,” in which I gave several tactics for increasing or at least preserving, budget for 2025 email marketing programs. of total revenue, down from a high of 11% in 2020 and 9.1% appeared first on MarTech.
While enterprise users are becoming a bigger focus, individual users and small teams remain a priority,” Canva’s executive creative director Cat van der Werff told MarTech. A hard decision for SMB marketers Marketing consultant, entrepreneur and MarTech contributor Jay Mandel is facing difficult decisions due to the price change.
Judged by frequency of replacing martech applications, COVID-19 might not have been the accelerant for digital transformation despite widespread assumptions to the contrary. That’s one key takeaway from the 2023 MarTech Replacement Survey. We have answers to other questions too Who champions martech replacements? Get MarTech!
The growing use of cloud data warehouses by premium brands will challenge how we think about martech stacks. The way we are The martech stack has been failing marketers, whether it be (primarily) an integrated suite or a collection of point solutions circuiting a central hub. Are you getting the most from your stack?
In 2002, tariffs were placed on steel mill products from non-NAFTA countries, tires from China in 2009 and a trade war with China that lasted from 2018 to 2020. China trade war, 20182020 Multiple rounds of tariffs occurred from 2018 to 2020, including a 25% tariff on $250 billion worth of Chinese imports, lower tariffs (7.5%-15%)
In late 2020, we decided to take a quarterly view to look at trends in product and category direction. Since then, we’ve been publishing our MarTech Innovation Report every quarter. Investment In contrast, investment in martech companies dropped from $39.8B What follows are the key findings from our 2022 year-end report.
It’ll be the Year of AI Agents in martech, in word and deed. This is why it was a strategic error for marketing suites of the early 2010’s to downplay integrations with other products in the burgeoning martech landscape. Most acquired a CDP or built CDP-like capabilities by the 2020’s. Welcome to 2025!
Welcome to this MarTech Series chat, Rachel – tell us about yourself and your marketing journey so far, we’d love to hear more about your new CMO initiatives at Siren…. With Marketo I consulted for a lot of large and small companies on MarTech. When I start to think about a MarTech strategy I want to go back to basics.
We openly share all the entries, so we all benefit from seeing how different companies construct their martech stacks. And there are hundreds more from previous years here: 2015 , 2016 , 2017 , 2018 , 2019 , 2020 , 2021 , 2022 , and 2023. Esri (4 Martech Stacks) Here’s Esri’s 2024 Stackie illustration.
Where I’ve gone broad with the martech landscape , Jay has gone deep with his own ecosystem tech landscape. billion in 2021, up 39% from 2020. In my previous post, I discussed how the 2nd Age of Martech is all about convergence in ecosystems. But ecosystems certainly aren’t unique to martech. billion by 2027.
Martech: More complex than a black hole. That same survey also notes that more than 60% of B2B marketers say their martech stack is too complex, with one in five saying it’s “more complex than a black hole.” The same applies to your martech stack. Dig deeper: 5 steps to martech stack success. Processing.
Today is International Women’s Day (IWD) and this year’s theme, “DigitALL: Innovation and technology for gender equality,” should resonate with the martech community. So, we thought we’d take Wetzel’s suggestion and look at the status of gender equality in martech. Martech crosses business sectors. Women held 47.8%
Marketing Technology News: MarTech Interview with James Shears, Senior Vice President and General Manager at BLOCKBOARD. Business Growth – Quickplay has experienced proforma recurring revenue growth of 320% since 2020.
Under budget constraints but also under pressure to generate growth, marketing and marketing ops leaders have been taking a close look at the ROI on martech solutions. So please take about three minutes or so to complete our Replacement Survey and let us know how your martech world is evolving. Get MarTech! In your inbox.
Welcome to this MarTech Series chat, Richard, tell us about yourself and more about your role at Wunderkind…. I spent many years working at a variety of martech companies focused on both B2C and B2B solutions, before deciding that I not only wanted to sell technology, but wanted to build solutions for marketers.
As part of the MarTech Salary and Career Survey , we interviewed people about their experiences in marketing. I actually started my own agency back in 2017, and then about 2020 I was like, you know what? Get MarTech! The post MarTech Salary and Career: Monique Battiste on charging ahead appeared first on MarTech.
Optimizely, a digital experimentation platform, was acquired by Episerver in 2020, with Episerver then rebranding its entire offering as Optimizely. Dig deeper: What the composability revolution means for the martech stack Email: Business email address Sign me up! Processing.
Maybe digital won’t grow again like it did in 2020 and 2021, but it’s also not going back. The post Salesforce unveils integrated ecommerce storefronts appeared first on MarTech. That genie is out of the bottle. Dig deeper: 3 announcements from Dreamforce marketers need to follow Email: Business email address Sign me up!
In 2020, during the most stringent lockdowns, CTV viewing hours were far from their highs. The post CTV viewership rebounds to near pandemic-era levels appeared first on MarTech. The growth in CTV ad revenue assumes that increased viewership makes the investment worthwhile. Email: Business email address Sign me up! Processing.
It’s one day a year — the first Tuesday in May — to expressly celebrate all the amazing martech and marketing operations pros who make marketing work behind the scenes. We had 20+ sessions from top marketing and martech leaders — and you can still catch most of them on-demand here for the next couple of weeks.
The fact that this case started in 2020 and that’s when PMax began to really take hold speaks to the diversification that was clearly top of mind for Google. Take our brief 2024 MarTech Replacement Survey Email: Business email address Sign me up! As the ruling stated “search text ads are a monopoly” but search advertising was not.
Think beyond national boundaries: Paris sponsors are The brand sponsorship landscape is drastically different from the 2020 Tokyo Games (which took place in 2021 because of COVID-19). Take our brief 2024 MarTech Replacement Survey Email: Business email address Sign me up! For that Olympics, 86% of the sponsors were Japanese brands.
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