Marketing Technology Sector Overview – Q3 2019 Update

In this post we examine the different components of the marketing technology (martech) ecosystem. We will illustrate what the categories of innovation are and how they compare to one another.

Marketing Automation Is The Largest Marketing Technology Category

Let’s start off by looking at the Sector Map. There are 1,883 martech startups across 15 categories through Q3 2019. They have cumulatively raised $50B. The Sector Map highlights the number of companies in each category. It also shows a random sampling of companies within the category.

We see that Marketing Automation is the largest category with 293 companies. These companies enable marketers to automate or enhance the process of inbound and outbound marketing. Some example companies include Sailthru, Keap, Tinyclues, and Salesfusion.

Introducing the Marketing Technology Category Funding Rank Chart

Now let’s look at the Category Funding Rank Chart. This graph illustrates how the relative category funding ranks have evolved over time. Please note that a category’s ranking in each year indicates its relative placement based on the funding made into that category in that year only, without including any cumulative funding from the previous years.

As you can see, while some categories have maintained relatively stable funding ranks, others have shifted around considerably. This chart gives a sense of where the dollars are flowing within the martech ecosystem over the past few years.

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