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When I first presented the Rise of the Marketing Technologist, my key exhibit was a kaleidoscope of over 100 logos of marketing technology companies — what better way to viscerally express the awe-inspiring explosion of software in marketing.
Ever since then, I’ve itched to take that hot mess of a graphic and organize it, group the products into categories, and reveal some of the underlying structure of this diverse marketing technology ecosystem. The categories are defined with the rounded boxes, containing logos of representative companies. Many of the challenges I faced in assembling this infographic felt like a metaphor for what marketing technologists wrestle with every day — given time and space constraints, I could only address a subset of possible categories, and in each category, I could only include a fraction of the vendors offering solutions in that space.
There are more categories of marketing software, but I strived to capture the major ones that would be applicable to the largest number of B2B and B2C marketers. Finally, I must give a nod to Terence Kawaja of LUMA Partners, whose LUMAscapes gave me inspiration for how to arrange this landscape.
Hard to conceive the work and thought that has to go into something like this but, as a representative of TagMan, we have to say we always find them uncomfortable. Tags enable almost all the things on this chart – managing the tags means better ability to manage all those things. Your slide impressed upon me the embedded complexity in Marketing, and the many different decision check points customers have to evaluate regarding which assortment of capabilities to leverage for their organization. This slide strikes me as incredible investment in time, before any customer can begin to build a defensible business case to present to their leadership team.
I just poised a question to a few of the groups I belong to on LinkedIn on how much time would practitioners estimates it takes a company to review, evaluate, acquire, and then deploy any, or all of the 40+ capabilities and I would welcome feedback from this community.
Great picture but it should be a one page website on its own with regular updates and addition (e.g. Indeed, this information is effective for marketers and those who are interesting in marketing technology, Just like me.In above list there are very few of them who are belong to 5 star category. May 26, 2010 by kristaneher 1 Comment I came across this chart last week that provides insight as to what types of marketing activities brands are using social media for.
The first big A-Ha from this information is that a full 81% of firms are using social media for marketing. Social Media can be used for far more than you maybe initially thought.  Look for creative new ways to leverage the power of social media beyond marketing at people. You present valuable info – Many others claim to know all about Social Media but I’m most impressed with your info!

Krista’s vast knowledge and well-paced presentation make for an excellent learning environment! Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Social media usage has grown considerably in the past few years and at the same time companies have seen benefits from the access of new channels to convey a message towards their customers. This is just a subjective sampling, of primarily web-based, SaaS, and digital-centric applications. Some entire categories are intermingling, such as Search Ad Management and Social Media Ad Management, which I indicated with adjacency and occasionally small arrows. For instance, Integrated Suites includes both Hubspot and Unica (now a part of IBM), which serve two very different extremes, from SMBs to large-scale enterprises. I chose logos over a list of names because I felt it was a better reflection of their respective differentiation. Terence’s graphics are much more complete than mine, especially because each focuses on a more narrow slice of the industry.
This task is particularly difficult when the lines are being blurred with new innovation (Eg.
This can be an invaluable resource when people are looking for marketing solutions but are not specific about what they may need.
I think specifically about predictive and adaptive analytics models that use customer data to drive very personalized and customer-centric marketing campaigns. While pleased to be on the chart in the first place, tag management is so fundamental as to never fit in one bucket.
So, given these buckets, we ourselves would find it almost impossible to pick one to sit in. I can imagine that took quite a bit of effort to get the logos arranged correctly ?? Well done! I have looked and dissected this infographic rich on so much information and even more than that: it captures the complexity, diversity of this digital ecosystem, which truly popped up in the last 5 years!
If you aren’t using social media to build your business yet you are definitely behind the curve. However, Eloqua might make the case that they should be in a Revenue Performance Management category instead of Marketing Automation.

Alas, some cross-pollination defied my ability to show it cleanly in two dimensions, such as the intersection of CRM and Social Media Marketing Management into a new generation of social CRMs. Two products; WebManager which is core website, and BlueConic, which does online customer engagement. Another key area to put into the diagram that is related to MRM, marketing automation, and integrated enterprise marketing is Business Process Management. One of the fundamental questions for marketers is how to get the best return from their budget.
There is something for every size company on the lists whether you work with enterprise size business, mid-sized or small businesses.
I left her workshop with greater clarity on a number of topics, and ideas that are benefiting my career. More than 3 million if we take all social medias. Together with the students of HAAGA-HELIA University we examined corporate usage patterns of social media in Finland. How are theyusing social media for marketing?The students of HAAGA-HELIA University haveresearched corporate usage patterns of social media forcompanies not served by Dingle (yet). New marketing technologies are being released every week, so any static snapshot like this is bound to be out of date the moment it is published. Companies that apply a process-centric approach to marketing can empower marketers to be very adaptive to customer needs.
The diagram is missing an important disruptive technology – Customer State Marketing.
We make sure our customers are represented in all the valuable channels, but what about the companies we do not serve (yet)?
For most hybrid companies, I placed them in what I perceived as their primary category, although I put a few in multiple for clarity. For years, that sort of work was the domain of consultants, but now there are software-as-a-service offerings that combine market data, consumer behavior data, company data and other factors so that marketers can simulate the results from various marketing plan alternatives and allocate resources across the categories in the diagram in the smartest way and quickly run new scenarios as new data comes in and adjust the plan if needed. Understanding how channels affect one another and impact a campaign overall is key in maximizing resources to ensure positive ROI.

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