At Industry Index we’re obsessed with organizing, categorizing, and segmenting the Industry. We’re tracking 5,000+ tech companies across MarTech/AdTech, as we like to call it — MadTech. Our tracking is expansive— e-commerce related companies, social media, chatbots, augmented reality, sales-tech, marketing automation… the list goes on.
Meanwhile, there is a lot of great research occurring all around us. One data point that caught our eye was published on Chiefmartec. They recently announced that they now track over 3,500 MarTech companies, up from 2,000 in 2015 and 1,000 in 2014.
Sure, you can quibble with the exact number, but the pace of growth is undeniably astounding: It doubled from 2014 to 2015, and then grew 87% again between 2015 and 2016. Simultaneously, tremendous consolidation continues. It seems like every week there’s another deal.
Why the tidal wave of growth?
1) It’s the money.
All signs point to the explosion of investment capital, sheer number of startups, and expansion of the MarTech ecosystem. Pick your favorite statistic:
- MarTech spending is expected to reach 10% of overall budgets for Fortune 500 companies by 2024 (up from 1% in 2014)
- MarTech spending reached $12B in 2014
- MarTech spending will reach $120B by 2024
- It is easier than ever for brands to try and test tech.
- Most new tech have APIs that allow faster deployment and integration
- The SaaS model reduces tech acquisition costs – lower risk to try
- The proliferation of tech drives more targeted “point” solutions; tech deployments can be for single campaigns or trials
- Previously siloed data and systems can now be integrated and leveraged with relative ease
- Most importantly, customers are expecting more and better engagements with companies – Personalized, fast, authentic… IMMEDIATE!
Marketers ultimately need to remember the real reason they’re investing in MarTech: To better understand current and potential customers with the purpose of driving sales. Companies need to make sure that their marketing stack—regardless of the vendors that they work with—provides deep customer intelligence and paints a holistic picture of the customer.
What does this mean for MarTech buyers?
- First and foremost, the phone will keep ringing, emails will be chirping, LinkedIn messages will fill your inbox.
- The market is difficult to understand and sort out. Understanding the differentiation of companies within a category can be agonizing. You need to start with a different perspective:
- It is incumbent on buyers to start by developing a general understanding of the type(s) of tech that are interesting.
- You need to focus more attention on developing your own requirements.
- Finally, consult the data. More and more companies are utilizing research to produce content, and much of this research is extremely useful. However, you need to be a smart consumer of data/content. There is a BIG difference between research studies, true thought leadership, and long, glorified sales pitches.
What does this mean for MarTech vendors?
For starters, doesn’t it feel like there is more competition? That’s because THERE IS MORE COMPETITION.As Industry Index began planning for its website relaunch for this summer, we began with a basic question: Where are the boundaries of MadTech and how do we organize our data? This lead us to explore vast numbers of companies, and where they sit in the ecosystem. It was immediately apparent that not only were there many more companies, but the boundaries had expanded. And, while many of the new entrants are narrowly targeting a single problem, most companies are now, unlike five years ago, selling solutions that inherently include data, products, and integrations with other technology types as basic table stakes.
So what does it all mean…
- Despite all the M&A activity, the marketplace is growing more crowded.
- The lines between tech categories are getting very murky.
- More MadTechproducts are being sold directly to brands – sometimes because the agencies are reluctant to test, but more often because data integration requires direct relationships with brands.
- Marketers are increasingly trying/buying tech, but companies’ product lifecycles are shortening.
- Most MadTech vendors continue to dance in the dark, not knowing the basics: who, what, and why of their prospect lists. Vendors are too willing to attempt to stretch their product capabilities in exchange for a few more dollars of revenue.