MarTech Landscape: What Trends Will Define 2023?

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During the live “Martech for 2023: The (Really) Big Picture” webcast on December 6, 2022, Scott Brinker of chiefmartec.com and Frans Riemersma of MartechTribe, announced the newest version of their MarTech Landscape (aka MarTech 5000) for 2023 at martechmap.com.

The latest edition of the interactive marketing technology landscape map displays a variety of improvements and enhancements. First, the database has been updated from the 2022 version to remove solutions that were either acquired or shut down. But even with that culling, there are still more than 10,000 vendor solutions represented.

The 2023 MarTech Landscape is interactive and allows users to hover over product icons to get more information, making the map much more digestible and consumable.

In partnership with G2 and Clearbit, the updated landscape is enriched with deeper data points, including estimated revenue, employee size, and founding data, along with G2 ratings for many entries. Brinker and Riemersma admit that all the datasets between them and their partners still have gaps, which they are working to address and fill in the near future.

The new Martech Landscape map allows you to search and filter by any of the following fields:

  • Keywords in meta description and Twitter profiles
  • Company HQ country
  • Category
  • Number of G2 reviews
  • Average G2 review rating
  • Estimated revenue
  • Estimated number of employees
  • Founding year

Five Trends to Shape Martech and Marketing in 2023

During the second part of the virtual event, Brinker and Riemersma examined five key trends they see shaping marketing technology and marketing overall in 2023.

  • Generative AI and personalization is expected to grow 166 percent in next three years.
  • Activating cloud data warehouses will be looked at to overcome barriers to personalization.
  • Connected product and service ecosystems and communities within the integrated network economy will reach $70 trillion by 2030.
  • No-code in-house creators with continue to make integration requests more efficient.
  • Web3 and the Metaverse may be over-hyped at this point, but the future holds promise. Blockchain continues to have little effect on marketing strategies. 

The MarTech Landscape is Expanding

In reviewing the data from their latest 2023 Martech landscape, some clear patterns have emerged, according to Brinker and Riemersma.

First, in reviewing the G2 ratings, they found that newer MarTech companies tend to have higher G2 ratings than older ones. Their hypothesis is that this is evidence of new disruptors challenging the old guards in established categories. MarTech products that have been around a while may be challenged to keep up with the latest trends and customer expectations in their respective categories, so ratings slide down over time. New MarTech startups see this as an opportunity and launch challenger products in those categories that get better reviews.

Brinker and Riemersma also found that the Content & Experience and Social & Relationships categories have consistently had the newest startups. This is expected, as these categories are where the marketing environment and customer expectations have had the most changes over the past decade. Because of this, there tends to be a lot of opportunity for differentiation in these areas.

MarTech Trends in 2023

Marketing technology is one of the fastest growing technology areas, with platforms like the customer data platform becoming mission-critical software for companies that want to embrace data-driven, customer-centric omnichannel marketing.

More from Customer Data Perspectives: Scott Brinker, on the Evolution of the MarTech Landscape

Brian Carlson
Brian Carlson
Brian Carlson is the Founder and CEO of RoC Consulting, a digital consultancy that helps brands establish the optimal balance of content, technology and marketing to achieve their goals.
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