Observed Signal · May 12, 2022 · Research Release · Source: CMSWire · Impact: 3/5 · Sentiment: Positive
Martech Landscape Reaches 9,932 Solutions in 2022
The 2022 Marketing Technology Landscape, released by Scott Brinker and Frans Riemersma, identified 9,932 solutions, a 24% increase from 2020. Management-based apps saw the largest growth at 67%, driven by the shift to remote work and the need for project and team management tools. Despite 12% churn from acquisitions and shutdowns, the landscape continues to expand, with new categories like NFTs and Metaverse still underrepresented.
Provides annual benchmark data on the size and growth of the martech industry, indicating continued innovation and investment.
Track Adobe Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- The 2022 Marketing Technology Landscape includes 9,932 solutions, a 24% increase from 2020.
- Management-based marketing applications saw the largest growth category at 67%.
- 12% of solutions (972) churned off the 2020 landscape due to acquisitions or shutdowns.
- Adobe acquired Workfront and Salesforce acquired Slack, highlighting investment in marketing management tools.
- Scott Brinker and Frans Riemersma co-authored the 2022 Marketing Technology Landscape report.
Connected Companies & Entities
2 Entities mapped“Adobe paid a lot of money to support this in its acquisition of Workfront...”
“Salesforce paid even more with its Slack acquisition...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
US Government Excludes Microsoft from Visa Program
The US government has barred Microsoft from participating in the permanent residency process for foreign workers with H-1B visas, accusing the company of abusing the program. Vice President JD Vance stated that Microsoft laid off 6,000 American employees last year while benefiting from 6,300 H-1B visa holders. The Department of Labor, led by Keith Sonderling, will not accept new permanent residency applications from Microsoft, as well as several consulting firms and Adobe. This action comes weeks before the midterm elections and reflects the Trump administration's broader criticism of the H-1B program, which it claims disadvantages American workers. Microsoft has not yet responded. The move could impact the tech industry's ability to retain skilled foreign talent.
Adweek's Agents of Change: Leaders Reshaping Industry
This Adweek feature profiles the 2026 Agents of Change, a group of leaders in marketing, media, advertising, and tech recognized for combining commercial success with a commitment to a more responsible and forward-thinking industry. The honorees include executives from agencies, media companies, and brands, such as Rachel Apirian of The Female Quotient, Jared Belsky of Acadia Agency, Paris Hilton of 11:11 Media, and Ben Skinazi of Equativ. They are praised for initiatives in diversity, equity, inclusion, accessibility, ethical AI, sustainability, and transparency. The article highlights specific achievements, such as Acadia returning rebates to clients, Equativ scaling GreenPMPs, and various mentorship programs. The feature is presented in partnership with Empower, a platform by Propeller Group and WACL.
From Autonomy to Accountability: How to Think About Trust in the Multi-Agent Future
Salesforce published a new article on trust in multi-agent AI systems, discussing accountability and governance in the multi-agent future.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.