t Brinker unveils 2023 martech landscape //

Scott Brinker released the latest edition of this marketing technology landscape on May 2, International Martech Day. The total number of solutions has increased from 9,932 in last year’s landscape to 11,038. This is a growth of 7,000% in the last 12 year.

The Marketing Technology Capability Heatmap is a new feature that was launched along with the landscape. The heatmap reveals which capabilities are most sought after, with personalization as the top priority, and which categories offer them.

Brinker, HubSpot’s VP of platform eco-system, spoke at the Best of Breed Marketing Summit with Marketing Tribe founder Frans Rimersma. He said, “On average, companies of all sizes still have 291 SaaS subscribtions.” In the current economic climate, there is a consolidation of the industry, which has led to a rationalization of stacks. However, people still use dozens of different tools.

Learn why marketers are replacing martech foundations

Other key trends. Brinker & Riemersma identified the following trends within the new landscape:

• Data warehouses can be used to exchange data with front-line solutions such as CDPs.
• Composability is emerging in several categories, including DXPs (Digital Experience Platforms), commerce and CDPs.
• Brinker said that “AI is your co-pilot. It’s real.” This will change the relationship between sellers and buyers because AI will be available to buyers as well.
• The no-code revolution will be extended to all marketing and business users.

Why do we care? Anyone who knows Marketing technology will know the landscape of marketing technology. This is a constantly evolving, but iconic image. The graphic is so crowded that it’s hard to read. It’s because of this that the landscape has become interactive. Users can now explore the content of the landscape, rather than simply gazing at it.

The map can be found at Chief Martec, and it can be sorted and filtered at Martechmap.com.

The original post Scott Brinker unveils the 2023 Martech landscape first appeared on MarTech.