How Big Is Your Marketing Stack?. Every year, ChiefMartec publishes a chart of the marketing technology landscape, dotted with the vast library of industry players. With nearly 4,000 options available, how many martech solutions does a brand use? The results, collected from a November 2016 survey, show that most companies work with an abundance of tools. Then there’s the 2 percent of marketing executives who don’t even know the size of their marketing stack, which is its own separate headache. Contently falls into one of the larger groups, as our marketing stack hovers around 20 separate solutions. In October, we even broke down each tool’s function with some Drake-themed role playing. With 3,800 tools and counting, audiences have no reason to settle for a good enough solution when great is out there. At some point, that number will (probably) plateau, and with it marketing stacks may grow more stable. But for now, the proliferation of choice leaves marketers with tough decisions, as they figure out what tech to adopt and what’s worth leaving in the cluttered flock.
Every year, ChiefMartec publishes a chart of the marketing technology landscape, dotted with the vast library of industry players. In 2012, around 350 martech logos filled the poster. By 2016, that number had jumped to over 3,800, broken down into six main categories and 49 subdivisions.
With nearly 4,000 options available, how many martech solutions does a brand use? Conductor, a web presence management and search engine optimization company, polled 387 marketing executives to find the answer.
The results, collected from a November 2016 survey, show that most companies work with an abundance of tools. Sixty-nine percent of respondents use at least six solutions, and 31 percent rely on more than 10. Then there’s the 2 percent…
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