TL; Dr. Martech’s landscape grew again since last year, 9% more to 15,384 Solutions. While the new continuous natives to bloom, the previous generation is consolidating more. There is also an explosive “hypertail” or personalized software. We cover all this and more in our new Marsch state 2025 Report (free and ugatte).
About 15 years ago, I threw a lot of Martech logos on a slide to present the emergence of the marketing technologist to a CMOS room, arguing that marketing was becoming a Very Discipline integrated into technology. (For our youngest readers: the “marketing technologists” were what we call market engineers in the day, before electricity and fontanería covered).
The following year, I formalized the slide in the first official panorama of marketing technology, with a whopping 150 – Gasp! – Categorized solutions. From there, things became surreal. The Marsch market grew exponentically to thousands and thousands of products. Every year, experts predicted that it would collapse within the subfreffente year. And every year subsquents, empirical reality showed otherwise.
That takes us to today’s launch of the 2025 Marketing Technologynow with 15,384 solutions Organized in 49 categories. Yes, it grew. Again. 9% more than the last years 14,106. The mass credit is for Frans Riemersma, who has been co -producing the landscape with me since 2022 with a small army of researchers and volunteers.
Of course, as a mere slide, they are completely illegible legs for years. But to prove that they are not just random points on a page, it can:
“If you keep narrowing your eyes in all those small logos, you will be blind!” I am sure that my mother would have advised. So let’s go back and see the growth quantitatively, year after year. The holder literally is that Marsech’s landscape has grown 100 times Since 2011. or 10,156%, which seems bigger. (Yes, I am bad with mathematics).
Death of a Marsch seller? For some, yes
Now, before accusing ourselves from sandbags by including anything thrown with a URL and a favicon, I will notice that we actually evaluate 11,133 new candidates this year, which only 2,489 qualified. At the same time, We eliminate 1,211 of last year’s landscape that disappeared to the acquisition or simply closed. That is a rotation rate or 8.6%. (Again, being bad in mathematics, the number of 1,211 feels bigger for me).
It is expected that the majority of those who left were outstanding products of the mass explosion of last year of new native products that arose after the launch of Chatgpt. In fact, 2/3 of those who disappeared were from the previous decade of 2010-2020.
Yes, the consolidation of that first major wave of Mars finally Event. The laws of gravity can be challenged only for so long. Although many of those who disappeared were narrower and organically founded solutions in the “long tail”, the most journalists had raised a significant risk capital such as the beloved of their time.
A toast for them Four weddings and a funeral“That all in our dotage are proud to say:” I was also worshiped once. “
However, the big circle of life Marsch continues …
But that deters others from diving. With AI down the entrance barrier to build software, while at the same time it turns the view of new innovation opportunities, the new continuous Marsch companies are born at a relentless pace.
Last year, there was an incredible explosion of new new companies in content and sales, with a growth rate of 35% and 47%, respectively. These were two domains that immediately benefited for the conversational magic of generative AI.
Last year, growth has been a bit more moderate and more uniform with a growth of ~ 7-10% in each of our 6 main domains of the Martech landscape.
Digging in subcategories, it was interesting to see SEO It had the highest percentage growth of 24%more modest in absolute numbers in absolute numbers, expanding from 212 to 262 products. It is ironic, given the entire “SEO is dead” last year. But in Marsch as in life, when one, another open: there is a new product to help you optimize its content for AI services, the optimization of AI (AIO), which grouped this subcategory.
With the continuous proliferation of new products, especially those of AI-Natives, the average technological battery grew a little last year, in 2.2%. For the thought of more mature marketing equipment, the fluidity of its tools set has been balanced by aligning and integrating these new AI products with a platform established in the center of its battery.
We made the question of which Marsch platform and the marketing operations leaders considered that it is the center to see any change from 2024 to 2025. In B2B Companions, there were very few changes: most considered that their marketing platform (map) is.
A remarkable change in the B2B segment was the 5x increase of “other” in response, from 2% to 10%, which includes custom Mars While that is still a small portion of the cake, it is an interesting investment of a lung change of a custom to commercial martech.
With the B2C and B2B/B2C hybrid companies, the most notable change was with the CDPs, which fell from 26.9% or 17.4% of the respondents who quoted them as the center of their Martech battery.
CDP seem to have been squeezed between two layers of the battery. In the data layer, we saw that cloud data stores increased as the identified central platform, from 20.9% to 23.9%. In the commitment layer, we saw that the marketing automation platforms (MAP) and customer participation platforms (CEP) grow from 19.4% to 26.1%. CRMS also grew from 17.9% to 19.6%. CDP capabilities seem to be moving to the warehouse layer (“componable CDPS”) or the commitment layer, where they are increasingly integrated into customer -oriented platforms.
1,000,000x plus martech that is out of sight
But Arguffy, the most fascinating development in Marsch is not the panorama of commercial products. It is the rapid proliferation of custom applications and agents, which we call the Hypertail.
There has always been the option that companies believe their own custom software solutions. For most companies, that represented a small amount of their technological battery, if any, because personalized software was exempt from developing and maintaining, requiring engineering skills that were not easily available to most marketing equipment.
But the Rise of Low Code/No-Code Platforms Over The Past 5-10 Years Has Steadily Changed That Equation, Making It Easy, Faster, and Cheaper to Build, Giving Rise to “Citizen Developers” Who Coud Increasingly Scratingtwe Light Light Light Light Light Light LIGHWE LIGHWE LIGHWE LIGHWE LIGHWE LIGHWE LULTEWNNNNNNNNNNNNNNNN.
As with almost everything that touches, AI is having a mass multiplier effect on this. It is accelerating the creation of software at a blindly fast pace. Professional developers now excite the “coding of environments”: prepare new programs in a matter of hours that used to take days or a week to build.
For citizen developers it is an even greater blessing. If you can describe something in a natural language message, AI can build it for them. It is true that today it works best for simple applications and automatities. But this is the classic pattern of disruptive innovation of Clay Christensen: to serve those disregarded with simple use cases, and then constantly upload the hill to the most advanced. In our latest report, we call this “instant software”, just add ideas.
And gets wilder. The popular attendees of AI such as Chatgpt, Claude and Gemini-who have millions of non-technical subscribers, are often creating software programs behind the scene to make the tender of their users without those users even knowing that the software was built and executed in their BEH.
The result? No millions but Thousands of millions O Personalized software program that proliferates the digital operations of companies. Probably billion, many blink inside and outside existence.
That is hypertail.
Discharge The state of Marsch 2025 free
I just played some of the many findings and ideas of everything Marsch state 2025 Report, which is available for download, free and ugatte.
We want to thank Growthloop, Hightouch, Metarouter, Moenengage, Progress and SAS for sponsoring our research. Also because we thank Goldcast for providing the event platform for #Martechday Sessions, which you can still see at the request during the month of May by registration at Marschday.com. And we also thank G2 for sharing grades data with us for our analysis of the Marsch landscape.
