p until 2022, the MarTech Landscape was a static supergraphic: you could download it and admire it. Since then, Scott Brinker made an important, widely noted upgrade, as it was no longer sufficient—given the market’s dynamics—to update the landscape every twelve months.
In addition, there were simply too many providers for a single graphic or a PDF. So he teamed up with the European MarTech expert Frans Riemersma, and together they created the MarTech Map. An interactive online version of the supergraphic that is updated annually.
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You want to take a look at the MarTech Map? Go to martechmap.com and register for free. Then you’re ready to go: either scroll through the vast number of providers or filter by categories or countries. At the end of 2022, additional filtering options were added, such as revenue, number of employees, and rating. A PDF download is, by the way, still available. However, we don’t recommend downloading the entire landscape; instead, filter first and then create a PDF from it—that’s truly a great feature. On mouseover, you’ll see initial info about the provider. If you click on the logo, you’ll land on the website.
For the MarTech Landscape Germany, filter by “Germany” and voilà—you’ll see the German MarTech market at (almost) a glance.
Another advantage of the online version is that it is continuously expanded. When martechmap.com was launched on May 3, 2022, there were around 9,900 listed providers. By the end of 2022, the magic number of 10,000 providers was exceeded! And you can help ensure the map keeps growing. Under “Contribute,” you can submit a suggestion for a missing MarTech solution.
Update: Since May 2, 2023, the latest version has been online. It’s unbelievable, but once again more than 1,000 new MarTech companies (more precisely: an 11% increase) have been added. A total of 11,038 providers can be found on the MarTech Landscape 2023. Incredible! We are currently analyzing the results and will keep you updated on LinkedIn.
After a year-long break, it was finally back: the Marketing Technology Landscape from chiefmartech and MartechTribe! Before we get to the facts, here’s the graphic first – and you can immediately see why an interactive version became necessary:
Here are a few interesting facts about the MarTech Landscape 2022: “Content & Experience” and “Social & Relationships” are still the largest categories. However, “Data” is catching up—unsurprisingly. After all, 972 vendors from the 2020 graphic no longer appear in the current version—due to acquisitions or other reasons. The key facts:
9,932 MarTech vendors
24% growth vs. 2020
6,521% growth vs. 2011
On chiefmartec.com, you can download the landscape as a hi-res PDF. You’ll also find the State of Martech 2022 Report here:
Download the MarTech Landscape 2022 here.
From 2011 to 2020, the American Chief Marketing Technologist blog (chiefmartec.com) compiled the software and tool providers in the Marketing Technology Landscape every year. This “supergraphic” was an annual point of reference for the marketing industry—one that became increasingly difficult to keep track of. Because the development over ten years is pretty wild:
150 providers in 2011
8,000 providers in 2020
Over 10,000 providers by the end of 2022 in the new, interactive version
Scott Brinker, head of chiefmartec.com, even expects even faster growth through 2030 and speaks of a tenfold increase.
As described above, on martechmap.com you can easily filter by German providers. At the end of 2022, the map listed 795 German MarTech providers. That’s a major step toward greater clarity for the German MarTech market. Before that, the landscape mainly listed American companies and was therefore quite incomplete. As a result, there were various attempts— inspired by the original— to design a German marketing technology landscape. In 2018, the agency Avaus Marketing Innovations listed a total of 296 providers, only 70 of which appeared in Scott Brinker’s 2018 graphic. In this version, Germany’s MarTech capital is Berlin with 118 providers.
In September 2021, a new MarTech Landscape for Germany was completed by Frans Riemersma and Jens Polomski. And the update confirms the global trend here as well: After all, more than 870 German providers of marketing technologies are active in the German landscape. Compared to the US version, that’s still fairly manageable, but nevertheless an impressive number – especially since the unreported number is likely to be significantly higher.
You can find more about the MarTech Landscape Germany 2021 and the PDF download of the final 2021 version at jens.marketing.
Until November 2022, Frans Riemersma developed an updated European MarTech landscape. It includes 4,777 providers, up from 3,647 providers in 2021—an increase of over 30%. On martechmap.com you can filter by country. A complete overview of all European providers is (still) not available.
A video with Scott Brinker on the MarTech landscape—already a bit dated, but still highly interesting:
The MarTech Landscape shows, in sheer volume (even the German version): The traditional selection process is becoming too complex and therefore too time-consuming. And in the end, you can’t even be sure you’ve found the right provider!
Matchilla puts an end to that! With our matching platform, we’re revolutionizing the research and procurement process for MarTech providers and other marketing services.
Learn more about the Matchilla matching process here.
MarTech sets the pulse of marketing. Come with us into the heart chamber of the new digital communication and learn everything you need to know about marketing technology to use it successfully for you and your company: How do I set myself and my marketing team up for today? How do I use MarTech in a targeted way? And how do I make the right selection of MarTech providers and combine them into a MarTech stack?
Till Zier is CPO at Matchilla and, as a MarTech expert, reports in MatchZINE on news and trends in marketing, automation, analytics and data.
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