Marketing Technology Landscape Grows 13.6% in 2020, Supergraphic Now Features 8,000 Tools

If you’re a digital marketing professional, you’re probably familiar with the Martech 5000 “Supergraphic” that’s published annually by It depicts the complete landscape of marketing technologies across a range of categories such advertising, content management, eCommerce, and more – all with tiny, painstakingly positioned logos.

Now, if you haven’t seen this graphic before, consider yourself warned: you’ll never look at digital marketing technologies the same way again.

The 2020 edition of this mindboggling compilation was released a short while ago, and while the persistence of COVID-19 has consumed every facet of the daily news cycle, it’s worth a hard look. Why?  Because once again, the field of technologies has ballooned at an unimaginable pace.

According to Martech Conference Chair Scott Brinker (the “Chief Martec” and creator of the graphic), the entire landscape grew by 13.6% to a total of 8,000 tools. In addition, 1 in 5 of the solutions were new to the diagram since last year, which is nearly the equivalent of the entire 2015 Martech landscape.

Perhaps the most compelling metric? Since 2011, the landscape has swelled by a remarkable 5,233%.

Brinker also reported that the churn rate – which might include a technology being acquired, sunset, or going out of business – was 8.7%. 615 tools were removed since last year’s 7,040 count, but even with that, the growth of net new tools was 24.5% with 1,575 new tools added.

What’s New in the 2020 Martech 5000 Supergraphic

Let’s start with the obvious: for the first time, the graphic looks like a piece of abstract art. Or maybe even a map of the Kingdoms of Westeros.

Regardless of your interpretation, this new design is a marked departure from the previously structured compositions, which accentuates the organic nature of the ecosystem. It also reflects how fluid and amorphous the industry has become, and how the shape is constantly shifting.

The concept of a map is perhaps the best metaphor, with the technology logos being organized compactly into six “continents” with a number of sub-categories as “countries.” These include:

  • Advertising & Promotion: SEM (Search Engine Marketing) and Social Media Advertising
  • Commerce & Sales: Sales Automation, Customer Support, and CRM (Customer Relationship Management)
  • Content & Experience: CMS (Content Management Systems), SEO, and Marketing Automation
  • Data: Data Analytics and Web Analytics
  • Management: Project Management Software and Communication Software
  • Social & Relationships: Social Media Management

The other big change is where the growth is happening across these categories. Below is how much each has grown since last year:

While stalwarts like Advertising and Promotion appreciated modest gains, Data lead the way with double-digit growth. Specific areas such as Data Governance and Privacy, Video Marketing, Conversational Marketing and Chat, and Project and Workflow management saw the highest percentages of change, signaling that companies with mature stacks are now focused on harnessing their data assets and optimizing their investments.

The Impact of COVID-19 on Martech

Brinker’s 2020 research was collected before most of the world had ever heard the word “coronavirus.” The Supergraphic was published in the thick of the COVID-19 lockdowns – and while many areas of the world have reopened, resurgences in places like the U.S. continue to stir uncertainty in the markets.

In his article supporting the 2020 Supergraphic, Brinker taps his crystal ball, forecasting that the marketing technology industry will remain strong despite the effects of COVID-19. While he believes there will be short-term damage, the long-term outlook is positive.

While the future is always a little foggy, the pandemic has further obscured the prospects for the Martech landscape. First and foremost, companies may be more risk-adverse, pushing off digital transformation projects to meet budget cuts. Additionally, venture capital investment may be more difficult to secure, putting more pressure on startups.

On the bright side, this challenge has forced brands and organizations to pivot their operations to digital. Consider Zoom’s jump from 10 million daily users to over 300 million since the beginning of the lockdown; this ripple effect was felt across many categories as a direct result of the crisis. As companies continue to embrace digital operations – from collaboration to eCommerce to service – Martech may continue to experience broad growth.

An Interactive Martech 5000 Database

Including 8,000 logos inside a graphic is not an easy task. And if you’re trying to decipher the various players from a printed page, you might need a magnifying glass.

The good news is the Martech 5000 Supergraphic also comes in the form of an interactive database, making it easier to browse the companies along with their domain names, year founded, headquarter location, and even their Linkedin and Twitter handles if available.

You can sign up to see the database here. To read the Chiefmartec article and download the Supergraphic in all of its glory, click here.

About is a leading online authority for marketing technology. Started in 2008 by Scott Brinker, the blog offers deep insights on strategy, management, and culture – as well as articles and interviews with Martech leaders, innovators, and entrepreneurs. Scott also serves as VP platform ecosystem at Hubspot.