This not only saves time and makes marketers more efficient, it reduces the amount of budget required for effective campaigns.Ĭustomer expectations are also higher than ever before. These days, teams want a simplified, integrated martech stack so they’re not wasting time jumping between tools or manually transferring information from one place to another. Thanks to the impact of the COVID-19 pandemic, marketers are under more pressure than ever to get more bang for their buck, and that means they’re looking for tools that have a big return on investment (ROI) attached to an acceptable price tag. One thing is clear: this market is HUGE.ĭespite optimism from marketers that spending would bounce back in 2021, marketing budgets dropped to 6.4% of overall company revenue. He revisited his landscape research in 2021 and confirmed it is indeed not shrinking.
Known as the Martech 5000 – nicknamed after the 5,000 companies that were competing in the global marketing technology space in 2017 – it’s said to be the most frequently shared slide of all time.īy 2020, Brinker had added more than 2,000 vendors – that’s over 7,000 marketing software companies fighting for the same buyers’ attention in a $121 billion dollar industry. You might be familiar with Scott Brinker’s famous marketing technology (martech) landscape slide. With thousands of options to choose from, how do you pick the marketing technology that’s right for your business? Creating a martech stack that helps you to deliver real business impact is no small feat.
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