Marketing technology - statistics & facts

Marketing technology, also known as martech, refers to a wide range of systems, software, and solutions that harness technology to achieve marketing goals. It is no secret that digital innovation has become a key driver of economic success for companies of all sizes, but when it comes to today’s competitive marketing landscape, the use of technology is more paramount than ever. As brands and agencies are increasingly embracing technological advances and implementing tools to streamline internal processes, improve workflows, and facilitate communication, the global martech market's value was estimated at nearly 345 billion U.S. dollars in 2021.

Spending and strategies

According to a recent survey on the allocation of marketing budgets, CMOs spent roughly 26.6 percent of their annual budgets on marketing technology in 2021. Additional survey findings showed that two in three B2B marketers in the U.S. also planned to boost their martech investments in the following year. So, which technologies are marketers adopting? In the United States, customer data platforms (CDP) and content marketing were considered the most fundamental technologies in companies’ marketing stacks in 2021. While the overall number of martech solutions keeps growing every year, CDPs are becoming particularly relevant as they help marketers collect, analyze, and utilize relevant consumer data in a nearly cookieless world.

Marketing automation

Automation is an essential pillar in today’s multi-faceted marketing universe. By implementing automation technologies into their daily work, marketers can streamline and simplify time-consuming tasks while also delivering relevant and personalized messages to customers. In 2020, marketing automation software revenues amounted to 3.6 billion U.S. dollars, and by 2027, this figure is expected to surpass 11 billion dollars globally. Survey data further showed that e-mail was the marketing channel most frequently using automation in 2021, which is no surprise considering that automated welcome messages, for example, can boast conversion rates of over 50 percent.

Mergers and acquisitions in a dynamic playing field

The martech sector experienced an unprecedented spike in merger and acquisition (M&A) activity in 2021. Global data shows that the number of marketing technology transactions reached a record 166 deals that year, nearly doubling the figure recorded in 2020. In addition to the sheer volume of transactions, there was also a noticeable surge in deals of 100 million U.S. dollars and more. Salesforce’s acquisition of Slack for a reported 27.7 billion U.S. dollars was by far the most expensive purchase of the year, followed by Intuit’s acquisition of Mailchimp for a respective 12 billion. Industry professionals expect to see even more M&A activity in the following years as the martech landscape continues to evolve and prosper.

This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.

Martech industry value worldwide: 344.8bn USD

Number of annual M&A transactions in the global martech industry: 165

Number of MarTech solutions available worldwide: 11k

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Market share of the leading marketing automation solution providers worldwide as of December 2022

Traditional marketing

Marketing automation solutions market share worldwide 2022

Market share of the leading marketing automation solution providers in the United States as of June 2023

Traditional marketing

Marketing automation solutions market share in the U.S. 2023

Salaries of digital marketing and marketing technology executives in the United States as of December 2022, by position (in 1,000 U.S. dollars)

Traditional marketing

Salaries of digital marketing & MarTech executives in the U.S. 2022, by position

Recommended statistics

Overview

Premium Statistic Marketing technology industry size in the U.S. UK, and worldwide 2021
Marketing technology industry size in the U.S. UK, and worldwide 2021
Marketing technology industry value in the United States, the United Kingdom, and worldwide in 2021 (in billion U.S. dollars)
Premium Statistic Number of martech solutions available worldwide 2011-2023
Number of martech solutions available worldwide 2011-2023
Number of marketing technology solutions available worldwide from 2011 to 2023
Premium Statistic Growth of martech solutions numbers worldwide 2020, by function
Growth of martech solutions numbers worldwide 2020, by function
Growth in number of marketing technology solutions available worldwide in 2020, by functionality
Premium Statistic Marketing budgets' share in North America & Europe 2017-2023, by segment
Marketing budgets' share in North America & Europe 2017-2023, by segment
Distribution of marketing budgets according to chief marketing officers (CMOs) in North America and Northern and Western Europe from 2017 to 2023, by segment
Premium Statistic Salaries of digital marketing & MarTech executives in the U.S. 2022, by position
Salaries of digital marketing & MarTech executives in the U.S. 2022, by position
Salaries of digital marketing and marketing technology executives in the United States as of December 2022, by position (in 1,000 U.S. dollars)
Premium Statistic Quarterly number of M&A transactions in the MarTech industry worldwide 2020-2023
Quarterly number of M&A transactions in the MarTech industry worldwide 2020-2023
Number of merger and acquisition transactions in the marketing technology sector worldwide from 1st quarter 2020 to 1st quarter 2023
Premium Statistic AdTech: number of M&A deals worldwide 2020-2022
AdTech: number of M&A deals worldwide 2020-2022
Number of merger and acquisition transactions in the advertising technology sector worldwide from 3rd quarter 2020 to 3rd quarter 2022

Usage, strategies, and spending

Premium Statistic Number of tools in B2B martech stack in the U.S, Canada, and the UK 2021
Number of tools in B2B martech stack in the U.S, Canada, and the UK 2021
Number of tools in the B2B marketing technology (martech) stack in the United States, Canada, and the United Kingdom as of 4th quarter 2021
Premium Statistic Leading marketing tools used by U.S. marketers 2021
Leading marketing tools used by U.S. marketers 2021
Leading marketing tools used by marketing teams in the United States as of July 2021
Premium Statistic Tech seen as important to martech stack in the U.S. 2021
Tech seen as important to martech stack in the U.S. 2021
Leading technologies considered fundamental to the marketing technology (martech) stack in the United States as of September 2021
Premium Statistic Leading technologies planned to be deployed by marketers in the U.S. 2021
Leading technologies planned to be deployed by marketers in the U.S. 2021
Share of marketers planning to deploy more of selected technologies in the United States as of August 2021
Premium Statistic B2B planned spending changes on martech in the U.S. 2021
B2B planned spending changes on martech in the U.S. 2021
Planned changes in spending on marketing technology (martech) according to B2B marketers in the United States as of May 2021
Premium Statistic Investments in martech categories in the U.S. 2021
Investments in martech categories in the U.S. 2021
Planned investments in marketing technology (martech) categories according to brand marketers in the United States as of January 2021
Premium Statistic Leading obstacles in building a martech stack in the U.S. 2021
Leading obstacles in building a martech stack in the U.S. 2021
Leading barriers to building a marketing technology (martech) stack in the United States as of September 2021
Premium Statistic Marketing technology tools replaced by marketing professionals in North America 2021
Marketing technology tools replaced by marketing professionals in North America 2021
Marketing technology tools replaced by marketing professionals in North America as of May 2021
Premium Statistic Leading reasons for replacing marketing tools in North America 2021
Leading reasons for replacing marketing tools in North America 2021
Leading reasons for replacing marketing tools according to marketing professionals in North America as of May 2021

Marketing automation

Premium Statistic Marketing automation software market size worldwide 2022-2031
Marketing automation software market size worldwide 2022-2031
Marketing automation software market revenue worldwide from 2022 to 2031 (in billion U.S. dollars)
Premium Statistic Marketing channels using automation worldwide 2023
Marketing channels using automation worldwide 2023
Marketing channels using automation worldwide as of February 2023
Premium Statistic Marketing automation solutions market share worldwide 2022
Marketing automation solutions market share worldwide 2022
Market share of the leading marketing automation solution providers worldwide as of December 2022
Premium Statistic Marketing automation solutions market share in the U.S. 2023
Marketing automation solutions market share in the U.S. 2023
Market share of the leading marketing automation solution providers in the United States as of June 2023

Customer Data Platforms

Premium Statistic Most popular marketing clouds in the U.S. 2020
Most popular marketing clouds in the U.S. 2020
Degree of familiarity with selected customer data platforms (CDPs) among marketers in the United States in 2020
Premium Statistic Data unified with CDPs in the U.S. 2020
Data unified with CDPs in the U.S. 2020
Types of data merged or unified with customer data platforms (CDPs) in the United States as of August 2020
Premium Statistic Ways in which CDPs are used by marketers in the U.S. 2020
Ways in which CDPs are used by marketers in the U.S. 2020
Leading ways to use a customer data platform (CDP) according to marketing professionals in the United States as of March 2020
Premium Statistic Impact of CDPs on success metrics in the U.S. 2020
Impact of CDPs on success metrics in the U.S. 2020
Level of impact of customer data platforms (CPDs) on success metrics in the United States as of August 2020
Premium Statistic CDPs impact on efficiency in the U.S. 2020
CDPs impact on efficiency in the U.S. 2020
Areas in which introducing a customer data platform (CDP) improved efficiency and/or effectiveness in the United States as of August 2020

Software as a Service

Premium Statistic Leading marketing SaaS companies 2020
Leading marketing SaaS companies 2020
Leading business-to-business (B2B) marketing software as a service (SaaS) companies worldwide as of January 2020, by annual recurring revenue (in million U.S. dollars)
Premium Statistic Leading digital marketing solutions SaaS companies 2020
Leading digital marketing solutions SaaS companies 2020
Leading business-to-business (B2B) digital marketing solutions software-as-a-service (SaaS) companies worldwide as of January 2020, by annual recurring revenue (in million U.S. dollars)
Premium Statistic Leading advertising SaaS companies 2020
Leading advertising SaaS companies 2020
Leading business-to-business (B2B) advertising software as a service (SaaS) companies worldwide as of January 2020, by annual recurring revenue (in million U.S. dollars)
Premium Statistic Leading digital advertising platforms SaaS companies 2020
Leading digital advertising platforms SaaS companies 2020
Leading business-to-business (B2B) digital advertising platforms software as a service (SaaS) companies worldwide as of January 2020, by annual recurring revenue (in million U.S. dollars)

Customer perspective

Premium Statistic Marketing technologies seen as favorable by consumers in the U.S. 2021
Marketing technologies seen as favorable by consumers in the U.S. 2021
Share of consumers feeling favorable towards selected marketing technologies in the United States as of August 2021
Premium Statistic Advantages of marketing technologies according to consumers in the U.S. 2021
Advantages of marketing technologies according to consumers in the U.S. 2021
Share of consumers who see selected advantages of marketing technologies in the United States as of August 2021
Premium Statistic Disadvantages of marketing technologies according to consumers in the U.S. 2021
Disadvantages of marketing technologies according to consumers in the U.S. 2021
Share of consumers who see selected disadvantages of marketing technologies in the United States as of August 2021

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