What To Make of The State of Martech 2022

As the Martech Landscape nears 10,000 entries, how can anyone make sense of all the options? The bad news? You can’t. The good news? You don’t have to if you let your content strategy lead the way.

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Aired: May 6, 2022

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Hello everybody, Robert Rose here with the news. It’s what’s new and what’s important in the world of Content Marketing. It’s the news you need to lead in the practice of Content marketing and content strategy.

And for the best in best practices – you can always go to contentmarketinginstitute.com

One item in the news this week is all about marketing technology – specifically Scott Brinker’s Marketing Technology Landscape 2022.

The creator of the now-famous Martech Landscape, Scott Brinker, says Happy Martech Day. Although later, he says Merry Martech Day, which feels more appropriate.

Nevertheless, a belated Merry Happy Delightful Martech Day to you all.

Brinker announced the release of the latest landscape, which he’s been publishing dutifully every year for the last decade. In 2011, the Martech Landscape had a little more than 150 vendors noted for various aspects of marketing technology.

In 2022, the number of marketing solutions is now 9,932 – I find it hard to swallow that he couldn’t find the 68 more that he needed for that magical 10,000. But it’s a staggering number.

And it’s a remarkable piece of work as well. Because not only does Brinker map out all 9,000 technology solutions, but he also accompanies it with a State of Martech 2022 research report.

This report is even more helpful than the landscape. Not surprisingly, if you’ve been following us for some time, the fastest-growing category in 2022 is Content and Experience (and it’s not even close), with 2500 solutions. Maybe you want to come to ContentTECH in San Diego later this month to hear more about that.

And finally, there is the Martechmap.com site – which lets you search, sort, and filter the entire marketing technology super infographic. You can search by keyword or even filter by country. You can even create a pdf of your own marketing tech landscape.

First and foremost, congratulations to Scott and his team for putting together such an amazing piece of work year after year.

When it comes to technology, the number of vendors may be increasing. But that doesn’t mean that there isn’t serious consolidation going on. Many of these vendors, while interesting, lay at the fringes of usefulness for most marketing departments. And new ones come on every week. The State of Martech 2022 reports that mergers and acquisitions are back up to pre-pandemic levels. There were 37 acquisitions last year – that’s about three per month.

The bottom line: With martech, content tech, and any tech, it’s all about the strategy first. To paraphrase John F. Kennedy’s famous quote, ask not what technology would do to your strategy. Ask what your strategy might do with the right technology.

That’s three minutes of the news you need to lead in content marketing. I’m Robert Rose. Remember, it’s your story. Tell it well.