Observed Signal · Jun 28, 2024 · Trend Report · Source: CMSWire · Impact: 3/5 · Sentiment: Positive
Martech Landscape Grows 27.8% Amid GenAI and Atomization
The marketing technology landscape grew 27.8% in 2024, reaching 14,106 solutions, the largest growth in 13 years. Three major trends are shaping the industry: rapid expansion over consolidation, martech atomization into specialist apps, and the dominance of generative AI. The churn rate of deprecated tools was only 2.1%, indicating consolidation is not keeping pace with growth. Specialist apps consistently represent about 50% of martech stacks, with 74% of companies using central platforms like CRM, MAP, or CDP as the core. Generative AI accounts for 77% of new tools, with 53% focusing on content creation, but many use cases are still experimental. The article advises marketers to manage a martech backlog and experiment with GenAI to gain a competitive edge.
Provides comprehensive data on the growth, atomization, and GenAI-driven evolution of the martech landscape, which influences strategic planning for marketers and vendors.
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Key Takeaways & Evidence Grounding
- Martech landscape grew 27.8% to 14,106 solutions in 2024.
- 263 martech tools were deprecated in 2024, a 2.1% churn rate.
- Specialist apps make up about 50% of martech stacks over the last seven years.
- 77% of new martech tools added in 2024 are generative AI-based.
- 74% of companies consider CRM, MAP, or CDP as the center of their martech stack.
Connected Companies & Entities
2 Entities mapped“Data from Clearbit and G2 indicates that martech solutions with lower revenue tend to have higher ratings and are generally preferred over l...”
“We did not factor in the 3,135 marketing-related GPTs built in the Open AI ecosystem....”
Ontology Mapping & Concepts
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