Skip to content

Trending News

Exclusive
8 hours agoChimera Investment (CIM) Q2 2022 Earnings Call Transcript 8 hours agoBoost your ecommerce strategy with these 10 affiliate marketing tips 8 hours agoSenate GOP Blocks Insulin Price Cap For Private Insurance As Democrats Aim To Pass Economic Bill 9 hours ago4 Content Marketing Frameworks To Add Structure to Your Strategy 10 hours agoERP System: The Basics of ERP
Tuesday, Aug 9, 2022
hollywoodstarshoney hollywoodstarshoney

Long Life Business

Aug 9 2022

Chimera Investment (CIM) Q2 2022 Earnings Call Transcript

Nov 1 2018

Clothes

Nov 1 2018

Systemwide Enterprise & Finance

Nov 1 2018

Detailing House Improvement Initiatives At #bayberryhouse

Nov 1 2018

Vive Healthy Sport And Nutrition

Jan 1 2019

Enterprise

Primary Menu
  • Business Management
  • Business Analysis
  • Business Banking
  • News Business
  • Insurance
  • About Us
    • Contact Us
    • Advertise Here
    • Privacy Policy
    • Sitemap
  • Home
  • Martech is consolidating, but what will the 2022 landscape reveal?

Martech is consolidating, but what will the 2022 landscape reveal?

Posted On : April 29, 2022 Published By : Patricia A. Eldridge
Martech Acquisitions 2019-2020
Martech Acquisitions 2019-2020
Next Tuesday, May 3 — Martech Day! — we’ll release the 2022 marketing technology landscape, along with a State of Martech report. You can be one of the first to see it and learn about the major trends it reveals by joining Frans Riemersma and me for a live webinar at 11am Eastern. You can register for free here.

You might already be leaping to a conclusion. “It seems like every other week, I read about a major acquisition. Surely the 2020 martech landscape with its 8,000 solutions was Peak Martech! The only question is by how much has the 2022 landscape shrunk.”

Perhaps.

Indeed, the martech industry sees a tremendous amount of M&A activity. LUMA Partners, one of the leading investment banks in martech — and the creators of the original adtech landscape that inspired us over a decade ago — publishes quarterly reports of known deals. There were 157 in 2019, 85 in 2020, and 166 in 2021.

About one out of every five of those was a deal valued at $100 million or more. Such large acquisitions almost always make the news. Last year, there were 37. On average, that’s 3 per month that likely garnered headlines in industry publications.

Related Posts:

  • Attend Digital Summit Portland 2022 for the Latest Cutting-Edge Marketing

It’s a testament to just how large the martech industry is that so many significant acquisitions are constantly occurring. All those headlines naturally give the impression of massive consolidation.

Yet while that consolidation is real, as a percentage of the total number of martech solutions, these known acquisitions are 2% or so of the total landscape. Meanwhile, new martech startups and other more established companies continue to enter the space. Ironically, consolidation is often a catalyst for more software to be created.

Martech Platform Leverage

Consolidated platforms make it easier for software developers to build apps on top of them. If you’re standing on the shoulders of giants, the bigger the giant the better. And the fewer giants you have to choose among, the better too, as it’s more likely it is that the one(s) you choose will have scale and staying power.

These positive feedback loop dynamics — often framed as “winner takes all,” even if in reality there are usually several big winners — is why AWS, Microsoft Azure, and Google Cloud are so dominant as cloud platforms. And they’re still growing at a remarkable pace. But in the process, they’re birthing millions of apps built on top of their foundations.

The rise of ecosystems and marketplaces in SaaS businesses further enables the Cambrian explosion of commercial specialist apps as well as tons of custom apps tailored to individual businesses. They help solve the challenges of discovery and integration.

Meanwhile, demand for specialized software continues to grow too, as reported by the number of SaaS apps that companies have in their stacks:

SaaS App Adoption

We’re entering a post-digital-transformation era, where companies are no longer planning to become “digital.” They are digital. And as they now compete ferociously for competitive advantages in their digital operations and digital customer experiences, they’re increasingly comfortable buying and building more specialized software.

Marketing remains one of the most intense domains in which that competition takes place — giving martech entrepreneurs ample opportunities to create value.

Investors still believe in these opportunities too. They continue to fund new and growing martech ventures. If you pick up a copy of LUMA’s Q1 2022 Market Report, you’ll see the hundreds of millions of dollars in capital put into martech firms just in the first three months of this year.

That said, there are rational limits for how many martech firms can exist at one time and how many martech apps any one company can usefully adopt. While new martech products are continually born, old ones fade away into mergers, pivots, and discontinued oblivion.

The questions the martech landscape has answered each year are: (1) what’s the balance between martech expansion and consolidation and (2) what’s the composition of solutions within the overall martech industry? Those answers reveal a lot about the ongoing evolution of marketing.

What will the 2022 martech landscape reveal? Tune in next Tuesday to find out.

We’re going to release something really special this year that I guarantee you’ll want to be one of the first to have access to.

P.S. Researching the martech landscape has become a project of epic proportion over the years. And with the special surprise we will be unveiling this year, the effort to produce it has grown even more. We wouldn’t have been able to do this without the financial support of several generous sponsors:

If you haven’t taken a look recently at the innovative martech solutions these companies are producing, check them out. It’s impressive.

Get Our Articles Directly in Your Inbox!

Subscribe to my newsletter to learn how to incorporate better marketing techniques in your business.

Posted in: InvestmentTagged : Amazon Business Credit Card,American Airlines Business Class,Att Business Login,Austin Business Journal,Best Bank For Small Business,Best Business Bank Accounts,Best Business Schools In Us,Best Business To Start,British Airways Business Class,Business Attire Men,Business Card Ideas,Business Casual Shoes For Women,Business Continuity Planning,Business Entity Search,Business Letter Template,Business Management Degree,Business Manager Facebook,Business Plan Outline,Business School Rankings,Colorado Business Search,Delaware Business Entity Search,Drop Shipping Business,Family Business Bet,Fox Business Live,Georgia Sos Business Search,Google Business Account,Harvest Small Business Finance,How To Build Business Credit,Is Saturday A Business Day,Is Sears Still In Business,Microsoft 365 Business,My Business Google,Name Generator Business,None Of Your Business,Ny Sos Business Search,Open A Business Bank Account,Pa Business Search,Plus Size Business Casual,Pnc Business Banking,Sos Business Search Ca,Sunbiz Business Search,Taking Care Of Business,The Business Of Being Born,Turbotax Home And Business 2020,Tx Sos Business Search,Venmo For Business,Verizon Business Plans,Virtual Address For Business,What Are Business Days,Women Business Casual

Post navigation

Fidelity Offers Bitcoin as 401(k) Investment Option
Sean ‘Diddy’ Combs to Host 2022 Billboard Awards (TV News Roundup)

Categories

  • Business Analysis
  • Business Banking
  • Business Management
  • Insurance
  • Investment
  • News Business

Archives

  • August 2022
  • July 2022
  • June 2022
  • May 2022
  • April 2022
  • March 2022
  • February 2022
  • January 2022
  • December 2021
  • November 2021
  • October 2021
  • September 2021
  • August 2021
  • July 2021
  • June 2021
  • May 2021
  • April 2021
  • March 2021
  • February 2021
  • January 2021
  • December 2020
  • November 2020
  • October 2020
  • September 2020
  • August 2020
  • March 2020
  • January 2019
  • November 2018

Recent Posts

  • Chimera Investment (CIM) Q2 2022 Earnings Call Transcript
  • Boost your ecommerce strategy with these 10 affiliate marketing tips
  • Senate GOP Blocks Insulin Price Cap For Private Insurance As Democrats Aim To Pass Economic Bill
  • 4 Content Marketing Frameworks To Add Structure to Your Strategy
  • ERP System: The Basics of ERP

Visit Now

Best Camera For Photography

BL

TL

Intellifluence Trusted Blogger

promo toyota malang

water damage restoration las vegas

hollywoodstarshoney.com All rights reserved
Theme: Royal Magazine by ThemeinWP
This website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT