At CabinetM we specify martech broadly.

For us, arsenic a martech absorption platform, it’s immoderate merchandise that supports processing and managing the lawsuit acquisition oregon contributes to acquiring, engaging and retaining customers. This eliminates artificial lines betwixt marketing, income and lawsuit occurrence oregon betwixt adtech, salestech, etc. However, the world is we adhd immoderate merchandise to our directory of 15,000+ products that a lawsuit wants to see successful their martech stack. As a result, we sometimes stray somewhat beyond the boundaries of our ain definition.

To negociate a directory of this size means keeping way of galore things: caller products, caller categories, acquisitions and sanction changes, and institution and merchandise implosions. We utilized to people this quarterly and our newest MarTech Innovation Report conscionable came out. It’s not gated, truthful you tin download without triggering annoying emails and telephone calls!

What’s wide from our information is that martech continues to beryllium a steadfast industry.

Read next: 5 steps to martech stack success

New merchandise announcements jumped to 124 successful Q2 2022, up from 49 successful Q1 and by acold the astir successful the past 2 years. These screen a wide scope of merchandise categories, but the apical 5 of these are remarkably accordant – advertising, analytics, segmentation, lawsuit engagement and experience, and information management. 

Innovation is driven by investment. While immoderate accidental determination are excessively galore martech solutions and the assemblage is over-invested, that’s not what the wealth shows. We are inactive seeing important concern enactment successful established players and startups. We judge we are reaching a highest constituent with respect to the fig of companies. In the U.S., we are seeing adjacent to an adjacent fig of companies/products entering and exiting the marketplace each year. 

Innovation and investment

In looking astatine concern amounts, we saw a important dip successful Q2 2022. This dip aligns with the wide downturn successful investments reported by the New York Times connected July 7^th. According to the New York Times “investments successful U.S. tech start-ups plunged 23 percent implicit the past 3 months.”

At the different extremity of the spectrum, acquisitions person stayed dependable implicit the past 7 quarters with an uptick this year. Across the past 7 quarters the astir communal categories of companies that were acquired were: 

• Advertising
• Analytics
• Audience segmentation
• Campaign management
• Content marketing
• Conversational marketing
• Customer journey/lifecycle management
• Customer engagement
• Customer experience
• Customer service
• Data management
• Email
• Events
• Marketing automation
• Payments
• Personalization
• Product beingness rhythm management
• Productivity and workflow
• Social media
• Video
• Web show and security

In summation to tracking outer martech trends, we besides look astatine information from the astir 1,000 stacks managed connected our platform. This helps america spot which products are astir fashionable and which products situation cardinal anchor platforms. The stacks scope successful size from 25 to 250 products, are a premix of B2B and B2B, and are successful antithetic stages of documentation. Once you determination beyond foundational platforms (CRM, CDP, Marketing Automation etc.) stacks rapidly commencement to look precise different; the agelong process of products recovered successful stacks is precise long. We’re routinely asked what products typically beryllium alongside the larger platforms. To that extremity we’ve started to catalog the apical products that situation large platforms.  Our archetypal Stackmate Report was released past period and covers selling automation platforms. This is besides an ungated report. 

Opinions expressed successful this nonfiction are those of the impermanent writer and not needfully MarTech. Staff authors are listed here.