tl;dr â€” From 2016 to 2017, the marketing automation category of the marketing technology landscape grew yet again, by 36%, from 156 vendors to 212. If you predicted it was going to consolidate in the past six years, sorry, you were wrong.
Marketing automation remains a bellwether of martech
It’s become a bit of a tradition here at chiefmartec.com: as I’m working on my yearly marketing technology landscape graphic, I release the “marketing automation” category in advance as a kind of sneak peek of what’s ahead.
Why marketing automation, which I crudely lump together with campaign management and lead management products? To me, it’s quintessential marketing software. It’s also a category that I’ve studied closely over the years, so I’m personally interested in its evolution. But most of all, I’ve found that it’s usually a bellwether for the rest of the landscape â€” the dynamics in this category tend to echo in many of the others.
But before sharing the 2017 version, here are three important notes:
- The complete 2017 marketing technology landscape will be released in two weeks on May 10, at the opening keynote of the MarTech conference in San Francisco. You won’t want to miss this event â€” read this preview to learn everything going on those two days.
- I’m incredibly grateful to have had a great collaborator on the landscape this year, Anand Thaker of IntelliPhi. Anand will join me for the MarTech keynote to share his perspective from working on this project these past few months and his eclectic engagement in this space over the last 15 years.
- Sorry, but we cannot add any other companies to this category at this stage of our production. If you think your firm should be included, please wait for the complete landscape â€” it’s quite likely that you’ll be represented elsewhere in the landscape. Thousands of other companies are.
So here’s the category â€”Â click for a larger version â€” followed by some commentary:
There are 212 vendors included in this category, up 36% from 156 in last year’s landscape. Specifically:
- 142 vendors remained unchanged from last year
- 4 vendors changed their name, focus, or ownership
- 10 vendors were removed â€” acquired and absorbed or went out of business
- 66 vendors were added
Yes, more than 5X as many vendors were added to this category than removed. Pause for a moment to let that observation sink in. (However, not all that were added are brand new ventures â€” some I had simply missed in my research last year.)
Anti-consolidation and the triumph of empiricism
Just to state the obvious: this is a lot of marketing automation (and related) vendors. Even I am surprised that this category â€” one that has been around, relatively speaking, for quite some time now â€” grew this much. But it drives home to me just how vibrant this market is, as the state-of-the-art in marketing and software rapidly advances and as marketers get more savvy and sophisticated in what they want the technology to do.
Yet I’m sure this will provoke …read more
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