Customer Experience and Design

The 2018 MarTech Landscape is Here

MarTech Landscape 2018

Today at the MarTech West conference in San Jose, Scott Brinker and team unveiled the 2018 MarTech Landscape chart.  Scott has produced The Marketing Technology Landscape chart since 2011.  The chart shows all the companies in the MarTech landscape grouped over many categories, such as Advertising & Promotion, Content & Experience, etc.   While the chart is a massive display of logos, it serves to show which vendors play in each category of the market.

MarTech Landscape 2018

For 2018, here are some numbers:

  • Number of solutions has grown to almost 6,700 companies
  • Growth of solutions was 27% growth from 2017.
  • Only 4.5% of solutions from 2017 were removed from the landscape.
  • Enterprise companies – 6.3% of companies
  • Small companies make up 40%
  • Investor funding in this space grown 4x since 2012
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Businesses leveraging the two technologies together would now be able to harness their data for critical insights and predictions, connect customer touchpoints across their business, and drive brand loyalty and growth.

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The largest category of solutions is Sales.  This goes to show how well much Sales should be tied Marketing.

Predictive Analytics was removed from the landscape in 2018.  Why?  When they looked at the analaytics companies, they found the companies incorporated analytics in many other categories, so it no longer stands alone.  Artificial Intelligence is being incorporated in so many other products, that it won’t have a standalone category either.

Conversational Interfaces is a new area.  This is where bots come into play.  While many pundits have declared ChatBots, dead, see my recent article on why I don’t think they are dead.

Compliance and Privacy is a new area of focus (can you say Facebook?).  There are now many solutions in this space. The keyword is Trust and building trust with customers is the focus of compliance and security.

In addition to this landscape, Scott showed how 54 companies created “Stackies”, which are graphics similar to the landscape, but show the MarTech landscape within a particular company.  Its interested to see these individual landscapes because it shows where there is overlap in technologies within one category.  It also shows which categories a company focuses on and if there are any missing categories.  I think creating the landscape for you company is a useful exercise.

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