2020 edition of the marketing technology landscape.
The MarTech space grew once again, by 13.6%, up to a total of 8,000 martech solutions. That’s after 615 from the 2019 landscape went away, either consolidated with another martech company or simply gone defunct. In fact, if we first remove the 615 from last year’s 7,040 count, then the growth of new entries on the landscape was actually 24.5%.
Think about that: 1 in 5 of the solutions on this year’s martech landscape weren’t there last year.
Data is by far the fastest growing category, up 25.5%. It makes sense. We have a ton of data. The challenge now is figuring out how to harness it effectively. That’s driving a lot of software innovation in the space.