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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?
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March 19, 2014 by David Scott - Add Comment EmailPrintHave you ever had an awesome pair of casual shoes or dress shoes that you loved wearing? What the heck does my pair of Stacy Adams shoes have to do with your E-Commerce site and your E-Commerce provider?
According to Forrester Research, more than half of companies providing E-Commerce will look to re-platform in the next 2 years. One of the more valuable reasons to re-platform is moving away from the headaches of an older E-Commerce infrastructure. Project management is not necessarily a reason to re-platform your E-Commerce efforts, but it is a critically important part of the process, which is why I mention it. When considering an E-Commerce re-platform, you need to have an internal project manager or an outsourced firm complete  a requirements document. Once the requirements document is completed, you need to scope-creep any additions to be evaluated for their impact to budgets and timelines.
One of the most important reasons to re-platform your E-Commerce solution needs to be centered around increasing conversions and online sales. When you start the process of an E-Commerce re-platform and begin talking with sales engineers from companies like Miva Merchant, Magento, Shopify and BigCommerce, these vendors should all be talking about increasing this aspect of your small to medium-sized business. 70% of E-Commerce consumers say they are influenced to check-out using promotions and coupons from E-mail. 60% of E-Commerce consumers indicate that special offers is reason they subscribe to E-mail from companies. The E-Commerce platform that your small to medium sized company chooses, should have a robust E-mail marketing tool built in or at very least be able to integrate into your existing one. The icon-strewn graphic contains a staggering 947 companies that offer mostly web-based software as a service for marketers — yet another indication of the degree to which technology has consumed the marketing industry.
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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.
What’s even more impressive is that out of the 50 companies, there were only five SMS marketing providers included on the list. Older E-Commerce infrastructure are requiring many updates and can be more and more difficult to support.
In project management terms a requirements document is a written project plan that defines all the pieces of your E-Commerce project. For example, an 11th hour-User-Interface enhancement may sound awesome, but it may offer your end-consumer little value, kill site performance and disrupt your E-Commerce budget. Mobile and E-mail functionality are two specific rationale to re-platform, as these two functions directly impact conversions. Hubspot and other marketing automation tools like Get Response, Bronto and Pardot all have excellent E-mail tools that should be able to integrate into your E-Commerce platform. Scott Digital Marketing is a content marketing and E-Commerce consultancy based in Minneapolis.
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The scope of IT industry in Chennai is growing as there are many IT companies emerging in Chennai.
The IT industry has great scope in Chennai as it provides employment to many technically and non technically graduated professionals.
The Chennai Government has taken many steps to boon the IT industry’s, for example it has given tax holiday up to 2010, allocates many acres of land and provide infrastructure support, reduce the international communication cost etc. 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! Shoes that you were excited about placing on your feet, no matter how much walking you would be doing? The bottoms started to develop holes in them and let in rain and moisture. I had them repaired by a shoe shop and even purchased inserts to make them more comfortable.
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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. Some are easy to use and some make changing a coma in a sentence appear like an act of congress. It allows you to stay top-of-mind, communicate promotions and increase customer service branding. He is a 15 year corporate America veteran, where he worked for organizations like California Closets and Verizon Communications. These are complemented by all of the external accommodation suppliers who have to collect the students’ rent, maintain their buildings and receive their own supplies to do the same. And we are definitely the only platform company in the world that has a vested interest in making its ecosystem cross-platform.
Knowing this is my last time racing here at the Ridges, it's kind of sad, but I think it was a great way to end my high school Wisconsin cross country career. The Ortegas now own their own farm, Natalie’s Garden and Greenhouse, just outside of Oregon, and grow many vegetables Ortega grew as a kid, such as carrots, zucchini, tomatillos, peppers and sweet corn. Les dirigeants travaillistes Itzhak Herzog, Tzipi Livni et Shelly Yachimovich poussent de hauts cris, rejoints par une foule de lib raux autoproclam s de la droite, dont le pr sident Rivlin et l ancien ministre de l Int rieur Guideon Saar.
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And even though everyone has been bundled up like Nanook of the North lately, no one pointed out the coatroom. When deciding tosupport UN Security Council Resolution 1970 andmaking no objection toResolution 1973 onLibya, we believed that these decisions would help limit theexcessive use offorce andpave theway fora political settlement. 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! In 2011, Scott made the transition from corporate America to lead a marketing start-up, where he led sales and marketing. Louis Vuitton Outlet Online Since the beginning of the year, the number of people who have crossed the threshold from food insecure to severely food insecure, also rose, jumping from 2.5 million in January, to 5 or 6 million now, as the lean season begins. We have a highly accessible economy, so it makes sense that Chinese companies would be interested in investing in Australia and gaining greater access to what we are able to provide. Uggs Outlet When you choose an "all natural" chocolate syrup for your kids' ice cream, are you thinking it has less sugar? They realise just how protective shadows can be, with black animals and birds becoming invisible during the intense shades of high summer.
Given that oil has always been a key element of Saudi policy, he is very knowledgeable about where the country is headed. It’s an affordable and accessible way for beginners to learn the game of golf, and for hacks like me to get a little more serious and consistent. Unfortunately, theactions undertaken byNATO countries under these resolutions led totheir grave violation andsupport forone ofthe parties tothe civil war, with thegoal ofousting theexisting regime, damaging inthe process theauthority ofthe Security Council.
I love this drop lamp hung in threes over a dining-room table or on its own in a cozy reading-nook corner. He understands his responsibility, and he understands what we re trying to do as a football team.
Second, many products would fit in both subdivisions, which seemed like it would make those subdivisions less useful.
However…moving your older, hard-coded or Java based E-Commerce platform into your new open-source solution could be difficult. Prior to the beginning of each session, the agents were informed that providing false testimony to the body was unlawful. And a few of Ortega’s twelve brothers and sisters live in the area and help out on the farm.
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Shapcott describes Golf Revolution as the “yoga model”—you join a club and drop in for as much or as little training as you want in a pay-as-you-go way.
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.
File transfers, SKU data, database health and customer data are all things to consider when attempting to update an older E-Commerce infrastructure.
The BND agents repeatedly insisted that the selectors provided by the US were precisely checked. It's also Natalia who greets Barry when he arrives on the island six months after Claire and Moira's escape attempt, searching for them. The name riffs on Matson's love of traditional folk textiles and patterns that inspire and become incorporated in her work. These struggles could handcuff you from improving with the technology times and you need to own an efficient and convenient infrastructure like a boss. The insurgents want to carve out a separate state governed by their strict interpretation of Islamic law, and some have links to the Islamic State group.




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