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UPDATE: The 2015 edition of my marketing technology landscape is now available, charting 1,876 different companies and open source projects. One of the things that I was less than happy about with the previous version was its lack of underlying structure.
The breakthrough occurred in discussions around my post in October on the emerging third-party era of marketing automation.
An exchange in the comments with David Raab also led me to his insightful thinking about customer data platforms (CDPs). Internet services such as Facebook, Google, and Twitter that underlie today’s marketing environment.
Infrastructure such as databases, big data management, cloud computing, and software development tools.
Marketing Backbone Platforms such as CRM, marketing automation, WCM, and e-commerce engines. Marketing Middleware such as DMPs, CDPs, tag management, cloud connectors, user management, and API services. But before we explore these classes further, let’s talk about categorization for a moment. To start, let’s agree that any attempt at categorizing a field this large will be imperfect.
The situation is further complicated by the fact that categories can always be divided into subcategories, the labels and definition of categories vary depending on who you ask, many products cross multiple categories, and vendors are constantly acquiring and pivoting their way into different categories. Out of those infinite possibilities, this is merely one: my humble opinion, at this moment in time, about which categories might be most useful to a marketer surveying this landscape. For the most part, I avoided duplicating companies across categories, with very few exceptions. However, while categories are useful to illustrate clusters of related marketing technologies, many innovative products out there are being designed outside the boundaries of these categories. Combined, these platforms and marketing middleware make it increasingly manageable to orchestrate diverse marketing software products into a cohesive stack. This nascent category contains products that were once considered unrelated to each other — polls and surveys, social contests and sweepstakes, and app-like web and mobile experiences such as wizards, configurators, calculators, etc. The perfect storm of cheap cloud computing, open source software, rich web development frameworks, a global talent pool, and the accessibility of customers through content marketing makes it easier than ever for new ventures to enter this space with imaginative new ideas and sheer entrepreneurial gumption. Even if the ratio is off by a factor of 2X or 3X, there’s still no denying that the vast majority of marketing technology innovation is happening outside the context of advertising.
This is indicative of — and directly enabling — the seismic shift of marketing away from advertising to experience-driven marketing. The evolution of many demand-side platforms (DSPs) to data management platforms (DMPs) is another sign of the times. To be sure, there are many amazing advertising technology vendors out there, and new ones will continue to arise. More generally, the growth and innovation with these products speaks to the increasing traction that agile and lean management philosophies are gaining across more and more organizations. Because while all the incredible marketing technologies illustrated in this landscape are dramatically changing what’s technically possible for businesses to achieve, the bottlenecks that still hold teams back are more likely to be the remnants of management approaches from the last century. The continued rise of agile methods and culture, however, is helping to reinvent marketing management for this century — so the human parts of our marketing, which will always be the most important parts, can harness the full potential that all this technology has to offer us.
The growth of the marketing PaaS and Middleware categories demonstrates the maturation of the entire marketing technology industry as martec programs are formalized into a unified technology stack. Especially in the marketing automation scene, everyone claims their technology covers everything but in reality or sometimes you simply encounter a glorified email marketing tool with a couple of add ons. However, the upside that you point out is that, overall, this will drive innovation up and drive costs down. And it’s worth remembering that all these tools are ultimately just a means to an end. Scott: would you consider Marketing Apps as a category that covers what was formerly known as point solutions? Scott – I applaud you for taking the endless hours to demonstrate just how vast the technology marketing enterprise landscape has become in such a short period of time. The previous version of this graphic was frequently used to frighten people — “boo! Scott, this is incredibly well done–I cannot imagine the time and energy it took to assemble!
Keep up the amazing work at HubSpot — making all us Boston marketing technology types look good. Scott, awesome job and I am excited that you had this break through about middleware and the need for a centralized customer data platform.
Scott, first of all, let me wish you a Happy New Year 2014 and then let me thank you for this great gift. Looking at it, and thinking as a marketing technologist I had a digital dream: What if instead of a picture, you could provide this Excellent and Incredible work in an HTML 5 landing page, with a clickable map, and a crowd sourcing app on top of it letting all people working for companies add new companies, and more valuable select and share the tools they use in each stack and how well the integrate in their marketing usage of them? Stellar update Scott – very very helpful for highlighting how the landscape is changing depressingly fast! Scott, great job in framing the emerging marketing stack, and for putting so many companies into meaningful segments.
Great infographic Scott – the categories you used to define this highly competitive landscape really helps to clarify and segment the various parts of the larger marketing techology puzzle. I agree that there’s tremendous opportunity for products that help with influencer and advocate marketing.
I have a small question: Did you consider dividing the marketing automation category into B2B and B2C?
In my previous article, I introduced the concept of a Performance Framework, a system my company, Right Intel, uses to simply identify the data that matter and put them into priority.
This time around, I’m going to outline the three primary things that should be included in a Performance Framework. The only rule here is that you work with your team to come up with one top-level objective. My experience has taught me that it’s easier to find key performance indicators (KPIs) that matter when you look at them through the lens of how prospects buy your product. I know I need fresher content on my website, but I lack the staff + time to make it happen. We use the product, but our excitement wears off a little and we need support from Right Intel to get through the difficult times. But in the end, I’ve found that adding the customer journey to how we measure success makes marketing initiatives more focused and customer-driven. If every metric is a key performance indicator, then in the end you have no performance-based metrics, or PIs. PIs are important; they deserve to be tracked and analyzed, but they aren’t as pressing as the key objective or KPIs. We strive to improve those numbers, but they’re less important than our key objective and KPIs.
I recently helped a friend create a Performance Framework for the $3 billion megabrand he works for. The CMO is starting to recommend changes to the marketing strategy based on the objectives and KPIs that actually matter. When you digest the right amount of information rather than TMI, good things are bound to happen.


Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Chuck Sharp is the CEO and founder of Right Intel, a marketing intelligence software company. MarTech: The Marketing Tech Conference is for marketers responsible for selecting marketing technologies and developing marketing technologists.
SMX Advanced, the only conference designed for experienced search marketers, returns to Seattle June 22-23. Jamie Beckland is a Digital and Social Media Strategist at Janrain where he helps Fortune 1000 companies integrate social media technologies into their websites to improve user acquisition and engagement. With the recent rise of the social web, people self-select into groups so small, so fragmented, and so temporal, that no overarching top-down approach could be successful at driving marketing performance. Marketers have responded by adding more demographic information to the mix, but even that is a losing battle.
They were targeting 14 million consumers to sell 50,000 units — that means they were hoping for 3.5 sales for every 1,000 people with whom they connected through their marketing. Profile data from social networks consist of all the fields users grant permission for brands to use on their behalf. Who is more likely to spend over $100 on an order: Seattle Seahawks fans or Seattle Mariners fans?
Are your customers more likely to purchase when they move across the state or across the country? In addition, companies such as GraphEffect are measuring purchase intent by doing semantic analysis on Facebook status updates. Retargeting advertising messages is gaining popularity among marketers, but its very success has jeopardized its effectiveness.
The next generation of ad targeting will focus more on telling the customer a story over time, based on specific behavior triggers. These patterns are predictable, so you know the future behavior of high school seniors by looking at the current behavior of college freshmen. The data centers will enable the company to watch their factories for production and parts supply issues.  They can also perform accurate virtual crash tests, save costs, and speed up new products to market.
The new data centers helps develop new crash-test simulations to cut down on the number of physical crash tests that are needed. Founded in 2006, Pulse 2.0 is a leading technology news website that covers startups, big tech, mobile tech, and gadgets. It represents a whopping 947 different companies that provide software for marketers, organized into 43 categories across 6 major classes. It is just a sample, albeit a large one, of the many different kinds of software available to marketers today. Terry Kawaja of LUMA Partners had added a terrific marketing technology LUMAscape — his original display advertising LUMAscape was my inspiration for my first landscape.
First, the number of people who kept using earlier versions of my graphic and expressing their appreciation for it — while also nudging me to, um, kindly update it — meant a lot to me. It struck me that these CDPs, along with some other technologies such as tag management and cloud connector services such as Zapier, were coalescing as marketing middleware — software to help all the other software in marketing work better together. So if a vendor’s products spanned multiple categories — which many of them do — I usually just picked one, whichever one I thought was best. To do it justice, I’ll do a series of in-depth, follow-up articles over the next few months.
Instead of each product needing to explicitly integrate with each other product out there — an impossible n2 integration points — middleware can serve as a common highway system for data between them. Each business will be better able to tailor a marketing technology portfolio that best serves their mission.
But I believe they share a common DNA of letting marketers build interactive experiences to better acquire and nurture customers — without expensive, custom programming. One prediction is that some of the first generation marketing automation players will likely acquire several of these second generation players — to achieve further reach and hedge their bets on product design choices. Content marketing, social media marketing, interactive experiences, and the analytical capabilities to optimize those efforts with continuous experimentation are where the largest flood of innovation is occurring.
But the momentum of the burgeoning marketing technology field clearly has a different center of gravity. The clear visualization of the six categories provides a meaningful hierarchy to help in educating others about the marketing technology structure, unlike anything I have seen thus far. The solidification of such a vibrant set of platform and middleware vendors in this space is definitely the most exciting revelation I took from this project. Yes, I agree the space in its totality is overwhelming — and as I disclaimed up front, this graphic is actually far from comprehensive.
What matters is a great product, a great marketing strategy, and great marketing execution.
I think what Black Ink is doing at the intersection between marketing and finance is very exciting. I found your blog to be the single most valuable resource in shaping my thinking of the architecture for this landscape.
Thank you for including HubSpot in the integrated marketing category, we are honored to be a part of the list. It was a little bit of time to assemble this, but everybody needs a hobby, and I don’t golf. I just wrote a blog to help to better define this category (but a lot more work on this is still needed and I welcome all discussion on the topic).
Although it does provide connective tissues between multiple other different marketing technologies, it’s using that connectivity as a means to an end to deliver higher-level business value.
On a more simplistic level, would you consider sharing a working database of categories and companies featured? I agree with William – following this is hard… to keep it current must be a labout of love! It just helps to understand the competitive landscape faced as we continue to invest in companies. We really pride ourselves in creating social marketing tools that will help brands get to market faster and smarter.
My apologies that I missed PromoJam in this version of the landscape, but thank you for sharing it with us. I am a big fan of Lumascape presentations but I do like how yours includes a comprehensive view of the marketing ecosystem. Will definitely consider those as their own categories in future versions of this landscape.
I wrestled quite a bit with these categories, trying to decide what the best level of resolution should be. A whole infographic could be developed just around the marketing automation ecosystem that could do much more justice to the structure within it. If you are an analytical person like me, embracing something so soft and squishy can be challenging. The results have been encouraging from both a business perspective and from a personal career perspective for my friend. He is a frequent guest speaker at Northwestern University and is an adjunct professor at the University of Utah.
In the 1950s and 1960s, the goal of television was to aggregate the most possible eyeballs for advertisers.


When you lump 78 million people into one group called “Baby Boomers,” it’s much easier to sell them stuff, especially when consumers accepted their generational classification. I worked with one client who was introducing a technology product, and had identified a target market of "connected consumers." Connected consumers were 34-55, had a household income over $120k, and read technology publications regularly.
Psychographics look at the mental model of the consumer in the context of a customer lifecycle. Most things that users track on social networks can be leveraged to create a closer relationship with a customer. The level of nuance and insight provided by social data, when compared to standard demographics, is the difference between performing surgery with a scalpel or a butter knife. This type of qualitative analysis can move users into specific marketing funnels from their very first online experience with your brand.
That means ad networks and clickstream data aggregators will work together to trigger when a customer moves forward in a mental model toward a purchase event.
Companies such as RichRelevance, Certona, Baynote and Monetate all offer the ability to personalize information to specific visitors based on their behavior. At the 2009 Internet Strategy Forum, Xerox’s VP of Interactive Marketing, Duane Schulz, said that a 1% clickthrough rate was a huge failure — even though it is 10 times the industry average. In the 1960s, marketers who embraced the power of television, broad-based insights into psychology and demographic data created world-class brands and billions of dollars in value. Powered by its own proprietary technology, Mashable is the go-to source for tech, digital culture and entertainment content for its dedicated and influential audience around the globe.
There are many more companies — indeed, entire categories — that were not included, merely due to the constraints of time and space. I was expressing the magnitude of the marketing technology space, but I wasn’t bringing much order to the chaos. The main exceptions are the giants who have acquired across the whole space, such as Adobe, IBM, and Oracle. These two classes of products are bringing some much needed structure to the marketing technology stack. You may get these pieces from one vendor or several, but they will serve as the foundation for your marketing technology stack. For instance, there are 66 vendors in just the social media marketing category alone (and many more that I couldn’t squeeze in). DMPs are increasingly able to leverage audience data across a much broader range of marketing initiatives. Finally, I’m excited by the wonderful set of agile management tools that are available today. Great for choice but also in some cases overwhelmingly confusing at the stage of doing vendor review. But given the mushrooming scale of this landscape, you’re right, a crowdsourced approach makes a lot of sense.
I predict that new categories of marketing (especially around the area of influencer marketing and advocate marketing) will emerge more prominently in the near future and maybe they will make it on your future list! Inevitably, you will go into a room and there will be three or four objectives that are all important. If you’re lucky enough to have a research team, odds are that they have done some qualitative research on what the customer journey looks like for your brand. This helps me focus on what really matters and not focus on data that happens to be available. Now, with emerging interest graphs from social networks, behavioral data from search outlets and lifecycle forecasting, we have much better ways of targeting potential customers. In order to convince consumers that an advertising message was relevant to them, consumers had to buy the idea that they were just like everyone else.
Social profile data, behavioral data and customer lifecycle data can now finally be leveraged to contact people who are ready to buy.
Fields like relationship status, alma mater, interests and occupation can all be managed through social profile data management tools.
Every ad network quickly incorporated the ability to place cookies in users' browsers, and display specific ads to them any time they visit a site that’s part of their networks.
Leveraging those alongside a payload of social profile data can turbocharge those services from the first moment a new user visits a site.
In addition, key indicator purchases, like buying diapers for the first time, indicate a customer entering a new lifecycle. Using psychographics, we know who is likely to be interested in specific product or content recommendations at a specific time — such as when they actually start their first day of college. And by the time you read this, it will inevitably be out of date due to new launches, re-launches, expansions, exits, and mergers. I was content to retire from the rearranging-little-logos business and leave it safely in their hands. What makes them platforms, rather than just products, is that they’re increasingly open — interoperable with other, more specialized marketing software. These products let marketers produce interactive experiences, rather than static content, to engage their audience. Many of these are new ventures or expansions of vendors from other categories (especially email marketing). Granted, this landscape is not comprehensive, and there are many advertising technology companies that are missing from it.
Our solution easily organizes all of our customer’s disparate client data to publish to Marketing Execution Systems at 10X the speed of traditional IT integration methods. In the meantime, Happy New Year–wishing you and the other marketers included on this list a very happy and healthy 2014!
I confess, it is very humbling to realize all the amazing companies that I inadvertently overlooked.
As a result, they run the risk of missing out on important insights because they’re buried in superfluous data.
Later, you can add supporting objectives — but in the end, you need one objective to rule them all. The team leader’s job is to moderate the conversation and insist that the team agrees on one objective.
Other key indicators, like shipping address changes, first purchases of furniture, or first purchases of substantially higher-value goods can all indicate the start of a new customer mentality and behavior pattern. Today’s new tools offer a similar choice: Build a deep understanding of your customer, or risk irrelevance. No guarantees, but when I go to do another version of this landscape in the future, I’ll check here first. We are the glue that makes the 900+ other companies in your graphic more effective at what they do! Second, many products would fit in both subdivisions, which seemed like it would make those subdivisions less useful. I hope you and your readers will stop by and say hello to learn more about us and the value that we are delivering to some of the largest companies in the world.



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