In 2019, there were 7,040 in the marketing technology landscape, all-in-one to best-of-breeds

This slide is eye-opening, as the marketing technology landscape has grown two-fold in the past year alone!

Our friend Scott Brinker could fit 7,040 marketing technology solutions onto a single slide, making last year’s infographic outdated beyond belief.†

If you work in digital marketing you know that you just canít do it well without marketing technology. You will test and scale programs that manual operations just are silly.

Seeing 7,040 marketing technology solutions on a single slide will give most small businesses a somewhat queasy feeling. Not any more. Marketing technology solutions are growing fast in 2020.

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In 2019, there were 7,040 marketing and sales technology platforms. From an ďall-in-oneĒ to ďbest-of-breedĒ technology for marketing and sales.

Scott BrinkerĎs annual marketing technology landscape graphic is off the charts and will continue to grow for the foreseeable future due to the successful MarTech industry.†

The extraordinary number of marketing technology software, platforms, and products that are offering in 2016 is hard to digest. Seeing them on a single slide gives you an appreciation for how extensive the industry has become.

Matrix Marketing Group references this incredible tool throughout the year to help guide our clients towards a customized marketing technology solution that suits their individualized needs. So we would like to give Scott special thanks for putting this comprehensive infographic together and updating it every year.

George Schildge, our CEO said ďIt wasnít long ago there were only about 1,000 platforms and even less than that a few years ago. Itís a validation that technology and big data are becoming more important to marketers.†

Companies are tired of not being able to attribute direct growth metrics to their marketing department and are looking for data-driven solutions for their problems. 

Matrix Marketing Group makes it our mission to be entrenched with the ongoing trends of marketing technology.Ē

Category Outline for Marketing Technology Landscape

Marketing Technology Landscape 2019
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Keeping up with the speed at which marketing software and platforms are growing is a full-time job that most businesses donít have time for. 

So breaking down the marketing technology landscape and thousands of solutions into bite-sized categories let us make educated decisions around specific company requirements. Scott picked out six primary categories for this yearís infographic:

  1. Advertising and Promotion
  2. Content and Experience
  3. Social and Relationships
  4. Commerce and Sales
  5. Data
  6. Management

These categories represent the different technology that often goes into creating a closed-loop sales and marketing system. How do you cover your needs from inbound marketing to outbound marketing and everything in between?†

Only 8% felt marketing technology had been implemented well. Click To Tweet

Which systems are right to help you create a predictable and scalable revenue growth model? To further segment and breakdown this down, the largest section in each category is:

  1. Sales Automation, Enablement & Intelligence (220 solutions)
  2. Social Media Marketing & Monitoring (186)
  3. Display & Programmatic Advertising (180)
  4. Marketing Automation & Campaign/Lead Management (161)
  5. Content Marketing (160)

Where does Matrix Marketing Group stand on this?

We started using adtech back when was just starting. The growth over the past 5 years has been crazy for the marketing technology landscape7

Let me link this back to what I see in the small to mid-sized (SMB) marketplace. The key technology trend for SMBs (businesses with 1 to 999 employees) in 2020 and will make your business outperform your peers are:

  • 29% of small and medium businesses (SMBs, with 1Ė999 employees) are ďLeading EdgeĒ. Weíve defined this as companies that view technology as helping them to improve business outcomes.
  • Leading Edge SMBs invest 29% more on technology than other SMBs; 18% more likely to forecast revenue increases; and are more adopting cloud, integration, and analytics solutions.

SMBs are outgrowing their mom-and-pop shop and technology-laggard stereotypes. 

Only 30% of companies are going full tilt in the content marketing arena. Click To Tweet

SMBs view technology as an important part of their overall business strategy, and they are using it to empower employees with new, more efficient ways to work; gain market and competitive advantages; better automation, and help improve business results. 

Although technology isnít the only priority for SMB decision-makers, those that underestimate its importance do so at their own risk.

Where is Leading Edge SMBs placing their marketing technology bets?

The adoption of cloud computing (also known as ďsoftware as a serviceĒ or SaaS) is rising among all SMBs, Leading edge SMBs to outpace their peers in cloud solution adoption in several areas, including marketing automation, collaboration, and workforce management solutions.

The marketing technology landscape has reached over 7,000 marketing tech platforms.

The marketing technology landscape

Marketing Technology
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SMBs are turning to the cloud because they believe it provides a more cost-effective, flexible and faster way to deploy IT solutions than traditional on-premises software.

However, Leading Edge SMBs are more likely to view the cloud to improve business agility and flexibility compared to their peers.

These benefits are intrinsic to the cloud model, enabling organizations of any size to deploy software to automate manual processesóand to keep pace with ever-more-demanding business requirements. 

Cloud computing providers take care of IT infrastructure, applications, and ongoing management and support, helping to free up human and financial capital to focus on more strategic projects.

Todayís SMBs face many challenges for keeping pace with evolving business needs. As markets change, SMBs must think more about how they can apply technology solutions to improve business outcomes and gain competitive advantages.†

Technology solutions can help companies streamline their operations, become more agile and responsive to customers, make better decisions and move the business forward.  

But, SMBs rely more on technology to run their businesses, the requirements to secure and protect data has become more critical.

With thousands of applications and hundreds of vendors, the marketing technology landscape is tough to read and risky at worst. Canít see the forest for the trees? You need a guide to get you through this jungle.

Find The Right Marketing Tool for Any Stage You’re At.

No matter where you are in your biz, there are amazing tools that can save you dozens of hours per week, automate key marketing activities, and save you thousands of dollars.

The Platform Supports Your Ecosystem

Learn about the specific areas of marketing technology landscape and marketing ecosystems that are most impacted by platform design. Here is a list of questions to ask your marketing technology providers:

  • Can your platform test and optimize in secure areas like the sales funnel and pipeline?
  • Will your platform handle concurrent campaigns across multiple websites and apps?
  • How extensive are your personalization capabilities? How many attributes? Which data sources? What touchpoints?

The marketing technology industry has a lot to offer small and medium-sized businesses. But itís difficult, if not impossible to navigate the 1000ís of options without studying them. 

Let Matrix Marketing Group help you evaluate and implement a marketing stack that suits your personal and business needs. 

Start with this free quote. Reach out and schedule a conversation with us. Weíd love to help you connect your technology investment to pipeline conversions and revenue growth.

Weíre listening.

Have something to say about your thoughts on marketing technology landscape or marketing technology in general?†

Share it with us on Facebook, Twitter or LinkedIn.

General FAQ’s

What is marketing technology?

Marketing technology†is a general term for†tech†used to assist†marketing†teams in their work. The†technology†is mostly used in the sphere of digital†marketing, and also for the optimization of offline†marketing†channels.

Why is marketing technology important?

The†importance†of marketing technology is it helps businesses test, track, and scale marketing campaigns. If used right, you will see a reduction in customer acquisition costs and higher quality leads and conversions.

What is marketing automation?

Marketing automation†is a modern technology platform that assists in managing and automating marketing tasks, processes, and campaigns to improve sales.

What is marketing automation integration?

Marketing automation integration†is the ability of a†marketing automation†program to connect, operate, and sync with other applications.


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