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The 2022 martech landscape shows the space growing towards 10,000 solutions

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The 2022 martech landscape shows the space growing towards 10,000 solutions

2022 Martech Landscape

There’s a good reason you feel overwhelmed by the marketing technology out there. Actually, there are 9,932 reasons. That’s the number of martech solutions currently available, up from 8000 two years ago, according to the 2022 Marketing Technology Landscape,

Two years after publishing his last marketing technology landscape graphic, HubSpot’s VP platform ecosystem Scott Brinker has partnered with Frans Riemersma of Martech Tribe to create a new edition.

What conclusions do they draw from this?

The space is still growing. COVID-19 had produced initial consternation in the marketing tech community. “Would this crisis be the catalyst for consolidating if not out right collapsing the vast and vibrant martech vendor universe?” write Brinker and Riemersma. The answer, we now know, was that accelerated pressure to digitize businesses would be good news for the martech industry.

They estimate the landscape has grown 24% since the 2020 edition — and a staggering 5,233% since the first edition in 2011. “The drive to deliver better digital customer experiences and streamline digital business operations accelerated the demand for martech and inspired a new wave of startups in the space,” they write.

But there is consolidation. There were almost 1,000 exits from the space in the last two years, representing acquisitions or other business transformations, or simply failures. Many acquisitions were significant, with almost 40 $100-million-plus deals last year. Still, Brinker and Riemersma estimate acquisitions represent only about 2% of the total landscape.

Why we care. While the expansion in the space is entirely real, it is also somewhat illusory. There is no questioning the numbers. Yes, new apps are appearing all the time; yes, that trend is partly fueled by the pandemic-driven acceleration in digital transformation. And, as the authors shrewdly observe, it’s also driven by martech stacks becoming a plethora of specialist apps integrated with one or more consolidated platform. As platforms consolidate, they become willing hosts to app partners (HubSpot has doubled its number of app partners since the pandemic began.)

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But there’s no reason to expect the technology market to behave like other traditional markets — not since the cloud came along anyway. Barriers to entry topple for products like SaaS software, which require no manufacture, warehousing or physical distribution. One might imagine a technology company (marketing or otherwise) as a fully staffed operation selling a range of products. Another valid description might be two people with a laptop, an internet connection and an idea. And why not? But it makes one wonder how much of the admittedly long tail of the martech space is made up of those kinds of companies. No wonder it’s a long tail.

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The landscape looks different. The landscape Brinker has been helming since 2011 became a sufficiently iconic visual representation of the space that it’s worth commenting on major design changes evident in the latest versions. The solutions are still grouped into categories (49), but are no longer represented by a tapestry of company logos. Instead, the grid is made up of “favicons” or website icons pulled from company websites.

As for which categories have shown most growth since 2020, content and experience (34%) and commerce and sales (24%) trailed management, which saw a whopping 67% growth. However, is a management tool that can be used equally by marketing, HR or accounting, still martech?


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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How clean, organized and actionable is your data?

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90% of marketers say their CDP doesn't meet current business needs

A customer data platform (CDP) centralizes an organization’s customer data, providing a single 360-view of each consumer that engages with the company. Yet there are still data-related considerations that organizations have to make beyond what the CDP does.

“[CDPs] were designed to fill a need – to enable a marketer to easily get to the data they need to create their segmentation and then go on and mark it from that point,” said George Corugedo, CTO of data management company Redpoint Global, at The MarTech Conference. “But the issue is that CDPs really don’t take care of the quality aspects of the data.”

Maintaining data quality also impacts segmentation, campaigns and privacy compliance challenges for marketing teams that use this data.

Data quality

The data in a CDP depends on the quality of where it came from. Therefore, an organization using a CDP must also consider the quality of the data sources and reference files used to build out the CDP.

“The inevitable question is going to be, how good is this data?” said Corugedo. “How much can I trust it to make a bold decision?”

This is something that has to be on every organization’s radar. For instance, when identity resolution is used, the issue depends on the quality of the third-party reference files. If they are provided by a telecommunications company or credit bureau as the data partner, those files might only be updated quarterly.

“It’s just not an optimal solution, but every single CDP on the market uses some form of reference file,” Corugedo stated.

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It’s up to the data scientists and other team members working within the organization to own the accuracy of these data sources.

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Read next: What is a CDP?

Segmentation and other actions

The quality of the data using specific reference files and sources will vary and will impact the confidence that marketers have in creating segments and using them when deploying campaigns.

Marketers have to make this decision at a granular level, based on the trustworthiness of data from a particular lineage.

“If they have a campaign that is reliant on suspect data, they can actually delay that campaign and say maybe we wait until that data gets refreshed,” said Corugedo.

Otherwise, marketers are just “spraying and praying.”

Using rules instead of lists

The advantage of having a CDP is unification of all data. But the data is being updated all the time. Instead of deploying campaigns based on a fixed list of customers, the use of rules to define segments allows marketers to update who they engage in the campaign.

“A list, as soon as it’s detached from the database, starts to decay because it doesn’t get any updates anymore,” Corugedo, adding that using lists takes longer to execute a campaign.

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Lower quality from data that isn’t updated can have serious implications for healthcare and other industries, where accuracy is essential. 

“Instead, rules are passed through the campaign just like they would be with a list, but those rules reevaluate every time there’s a decision point to make sure that only the qualified people get the particular content at that point,” Corugedo explained.


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Privacy and regulatory compliance

Maintaining data quality through a Redpoint Global dashboard, or a similar combination of tools and data personnel, will also help an organization manage privacy.

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The crucial point is that people on the team know where the data came from and how it’s being used in campaigns. The stakes for sending out relevant messaging are high. Privacy and compliance issues raise the bar even higher.

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If you’re using a CDP, you can save headaches and extra labor by using a tool that has compliance and privacy baked in, so to speak.

“What we’ve done is embrace some of this complexity and absorb it into the environment, so the marketer never even sees it,” said Corugedo. “What we do is with every implementation, we will implement a PII vault that keeps PII data super secure, and we can anonymize the marketing database.”

This way, personal information of individual customers (PII) is never violated.

“Marketers ultimately don’t necessarily need to have visibility to PII,” Corugedo explained “They like to see it for testing purposes and making sure that it looks right and everything, but the truth is we can do that in other ways without revealing PII.”

Having a handle on data quality adds to the confidence marketing teams have in creating segments and executing campaigns, and it can also help protect the customer’s privacy and guard against regulatory infringements.

Facts not fiction: Beyond the CDP from Third Door Media on Vimeo.

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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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