Marketing Tech Landscape

By April 30, 2019 May 6th, 2019 No Comments
Eletype Martech 5000

Once a year in Spring, ChiefMarTec releases their updated version of what I believe to be their most infamous marketing slide. It’s called the Marketing Technology Landscape. Or in their own words, the “Martech 5000”. It has such an ominous name due to the sheer size and scope of the marketing technology they cover and categorize.

Now I wouldn’t be writing about this if we were not included. Sure enough you can find us included in the graphic created by Blue Green Brands. What I found incredible is the growth over time. The initial graphic was published in 2011 and it includes 150+ marketing technology companies. Now it has grown to 7,040 Martech firms listed. You can find Eletype in the Display & Programmatic Advertising as well as Marketing Analytics Performance & Attribution categories.

Martech Growth Over Time

They used a ton of resources to put this list together, which at this point must be a daunting task. MarTech companies come and go and we here are some of the key resources used in the research to build this graphic – CabinetM, Capterra, G2 Crowd, Google, LUMA Partners, Siftery, and TrustRadius. We used these services to discover new companies and to triangulate our categorization. As always, a debt of inspiration is owed to Terence Kawaja, the godfather of vendor LUMAscapes.”

You would think that this growth was going to continue, and it has year over year, until 2019 according to Scott Brinker, Editor of ChiefMarTec.

“the martech landscape has grown year-over-year by double or, originally, triple digits. The 2017 edition had 39% more solutions than 2016. The 2018 one had 27% more than 2017. Its growth has been slowing, a kind of law of large numbers inevitability. But when you’re talking thousands of solutions, double-digit growth is still pretty massive. The 2019 edition, however, only grew 3%.”

Marketing technology landscape over time from 2011 to 2019

Do we think the market has reached its peak? Absolutely not! We believe that the adoption of new technology such as AR/VR coupled with advances in 5G mobile communications will open the doors for greater technology and close the door for other legacy Martech firms.

Scott chose not to include certain categories in his landscape to keep it concise

These are five buckets of Martech apps that are not fully represented on my landscape:

  • Regional Martech apps
  • Vertical industry Martech apps
  • Martech apps built for specific Martech platform ecosystems
  • Martech apps build by services companies (but packaged as products)
  • Martech apps built with low-code/no-code citizen developer platforms

Looking at all the regional and national Martech maps, I certainly believe that Scott had a great reason to remove them from his list. Highly specialized or localized apps and software would require the more than 3-4 months and 9 people involved in creating the Marketing Landscape graphic.

Scott researched and found out “there’s the Canadian Martech landscape, the Finnish Martech landscape, the United Kingdommartech landscape, the Chinese Martech landscape, the German Martech landscape, and just released this week, the Swedish Martech landscape. It’s impressive. I think of it as the Martech Olympics.”

Regional Martec Categories

Blending Technology and Marketing Software

Eletype is no exception to blending technology and services together. As a SaaS that marries technology agnostically, we fit into the idea that there is an “explosion” of marketing technology software. This makes sense because Scott believes “the growth of platform ecosystems, the blending of software and services businesses, and the rise of citizen developer platforms — are birthing whole new galaxies of martech apps.”

One example of a major player that blends technology nicely is Hubspot. Their ability to integrate seamlessly and to provide a central hub for marketers is why they are the dominating force for inbound marketing and Sales CRM. Hubspot provides everything from training to the tools that marketers need and crave. Most of their success is due to their incredible content creation and curation – also known as a SEO honeypot.

Chances are you have used or are a Citizen Martech App, described by Scott as “apps that non-programmers can create using low-code or no-code platforms. Airtable is one of my favorite: if you can work with a spreadsheet, you can build a martech app.”

Although I agree that Airtable is a fine example, the reason it’s so good is because it can be used by everyone on your team. From experience, I have seen the interns to Engineers, all the way up to the CFO use it successfully. SaaS like Airtable has a quick learning curve with the ability to grow around your needs. It’s understandable why it has been rapidly growing on the Martech Landscape graphic. The fact that you can create so much and share your “AirTable” with the rest of team rapidly. This is why Martech has exploded since 2011 when the landscape graphic was created.


As the expansion and contraction of Martech software continues on, I see the trend moving towards apps that integrate with specific large players like Hubspot, Slack, and Google to name a few. You can take a look at the Slack App Directory and see why one of the fastest growing Freemium software companies has success. The users and community grew it over time to become an amorphous tool in the Digital marketer’s warchest.

Special thank you to Jeff Eckman for making the graphics.

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