MarTech companies are raking in the money

MarTech companies are raking in the money

The business of MarTech.

The global business of Marketing Technologies a.k.a. MarTech, is over $344 billion (as per the Martech Report 2021/22 by MarTech Alliance and Moore Kingston Smith). We’ve already begun to see acquisitions and mergers in this space. If you’re new to the world of MarTech, you’d ask why is MarTech so important to companies? What value does the CMO get from spending on, implementing, and managing MarTech?

 

I can list down several advantages.

 

Improves marketing velocity

‘Go to market’ on time, agility to deliver effectively, swift, and relevant conversions from a Marketing Qualified Lead (MQL) to a Sales Qualified Lead (SQL), measuring ROI of marketing campaigns to determine the next step, A/B testing of campaigns are critical expectations from marketing teams. Technology is the answer.

 

Progressive Profiling of customers

Capturing relevant and marketing-ready information is an ongoing process. Customer information can be captured from various sources namely email and social media interactions bit by bit. Progressive profiling is the Goldilocks zone of customer data mining. It’s important to improve the productivity of campaigns, increase conversion rates and personalization of content.

 

Governance of Digital Assets

With the amount of content that is produced daily, companies need to curate them centrally. This allows the custodians to manage these assets effectively. With platforms such as Digital Asset Management companies have saved millions of dollars that would otherwise be spent on searching, preserving, replacing, and repurposing digital assets.

 

To know more on Digital Asset Management, read our article on the subject.

 

Collection and use of Data, ethically!

The introduction of the General Data Privacy Regulation (GDPR) has led to measures that concern data storage, processing, security, and retention. It is essential to seek consent from a user when it pertains to the use of the user’s private information. Technology brings transparency to the process of gathering and using information.

 

(hubspot.com)

Builds Accountability of the team

It takes more than a village to manage marketing operations.

Marketing teams can no longer operate in silos, they need to collaborate to thrive. And to measure the performance of individuals and teams, technology plays an integral part.

 

MarTech is highly fragmented.

 

There is software that can replace or aid a marketing process. The hottest tech spaces attraction investments at various stages of funding are –

 

Adtech

Adtech consists of software and platforms that allow brands to target, publish, and measure their campaigns. Adtech enables brands and digital agencies to book advertising space and allow publishers to sell their advertising space. There are an array of tools and technologies involved – Programmatic Advertising, Demand Side Platforms (DSP), Supply Side Platforms (SSP), Agency Trading Desks (ATD), Ad Servers, and Ad Networks.

 

 

Content Marketing Platforms

Content is a currency in the marketing world and platforms that enable creators to create, test, curate, publish, and distribute content are ever so in demand. The planning, creation, and collaboration workflow modules, makes the creator’s job easier. Marketers can profile their customers based on usage and content consumption.

 

Customer Data Platforms

With multiple marketing touch-points to deal with, marketers find the necessity to aggregate, organize and manage data. The credence lies in the intelligence that can be generated from real-time data to build customer and segment profiles. Customer Data Platforms can be integrated with other marketing systems to receive and transfer data.

 

Video Production Platforms

The intent of using a video production platform is to produce quality videos within estimated budgets and timelines. These platforms are rid of the issues of storage of content. Powered with analytics, creators can understand viewer behaviour, and optimize the content they create.

 

Some recent investments and acquisitions in MarTech.

 

Company Segment/ Area Amount Invested so far Investment/ acquisition by
Engagio Account based $32.5 million Demandbase
Ceros Design platform $113 million Sumeru Equity, StarVest partners, CNF Investments, and others
Evergage Customer Data Platform $26.3 million Salesforce
Emarsys Omni channel customer engagement platform $ 55.3 million SAP
Postoplan Social Network Marketing Platform $2.2 million TMT Investments, YellowRockets, and others
Mux Video platform for developers $173.9 million Andressan Horowitz, Accel, Hubspot ventures, Cobal Capital, and others
Moloco Ad Tech $191.6 million Tiger Global. LG Technology ventures, Samsung Ventures, and others
Placer Labs Location & traffic analytics $66 million JBV Capital, Fifth Wall, and others
Instreamatic Voice Dialogue Marketing Platform $6.1 million Google Assistant Investments, Hawke Ventures, and others
Databook Customer Intelligence Platform $21 million Salesforce ventures, M12 (Microsoft’s venture fund, and others)
Mighty Networks Online community platform $66 million Owl ventures, Marie Forleo International, Great Oaks Venture Capital, and others
Copysmith AI Content writing $10 million PSG, Harmony Venture Labs
Clubhouse Audio based Social App $100 million Tiger Global, 10X Capital, Andressan Horowitz, DST Global, Offline Ventures, and others
Vyond Animated SaaS Video platform $50 million PeakSpan Capital
Chili Piper Lead Management platform $54.4 million Tiger Global, Base10 partners, Gradient ventures, and others
Scorpion Engagement platform $100 million Bregal Sagemount
Synthesia AI Video avatar platform $66.6 million MMC Ventures, LDV Capital, Seedcamp, and others
Snappy Kraken Marketing automation $9.5 million Flyover Capital, Bicknell Family Holding Company
Alyce AI based Personal Experience Platform $46.8 million Morningside Venture Partners, Boston Seed Capital, Golden Ventures, and others
OneSignal Messaging and engagement platform $34 million HubSpot, Rakuten Capital, and others
AmazeVR Virtual event platform $25.3 million Murex Partners, We Ventures, Mirae Asset Capital, and others
GupShup Conversational messaging platform $384.1 million White Oak Global Advisors, Fidelity Management & Research, Harbor Spring Capital, and others
Community Text marketing platform $90 million Salesforce Ventures
Casted Audio & Video marketing platform $9.5 million Elevate Ventures, High Alpha Capital, Revolution Ventures, and others
Holler Conversation Media Platform $51.4 million New General Market Ventures, Interplay Ventures, Relevance Ventures, and others
Fetch Rewards Loyalty Platform $328 million SoftBank, ICONIQ, DST, and others
TripleLift Programmatic AdTech $16.6 million Vista Equity Partners
Daasity Omnichannel Analytics Paltform $5.7 million VMG Partners, Exeter Capital, 1855 Capital, Mooring Ventures, and others
ActionIQ Customer Data Platform $144.7 million First March, Mark Capital, Balius Capital, and others
Yotpo Ecommerce Marketing Platform $436 million Bessemer Venture Partners, Tiger Global, Coin Ventures, and others
Squarespace All in one platform for websites $578.5 million Tiger Global, Fidelity Management & Research, D1 Capital Partners, Dragoneer, and others
Banzai Virtual Events Platform $15 million Columbia Pacific Advisors, Gaingels, and others
Kudo Multi-lingual collaborative platform $27 million Felicis Ventures, Maverick Ventures, Elephant, Global Founders Capital, and others
6sense AI based predictive sales and marketing platform $226 million D1 Capital Pratners, Insight Partners, Tiger Global Management, Industry Ventures, and others
DotPe O2O Ecommerce and payments platform $35.5 million PayU, Ruizheng Investment, Google, and others
Zeta Global Customer Data Management Platform $602.5 million BofA Securities, GPI Capital, GSO Capital Partners, and others
Calixa Customer Operations Platform $16.3 million Kleiner Perkins, Salesforce Ventures, and others
Tezign Design & Content platform $151.1 million Temasek Holdings, C Ventures, Hearst Ventures, and others
ExtraaEdge CRM platform for the education sector $3 million 9Unicorns Accelerator fund, Indian Angel Fund, and others
Clever Tap Omnichannel Customer Engagement Platform $76.6 million Sequoia Capital India, Tiger Global Management, Accel, and others
Capillary Technologies Loyalty and Customer Engagement Platform $102.1 million Warburg Pincus, Sequoia Capital India, and others
Unmetric Social Media Intelligence Platform $8.7 million Nexus Venture Partners, JAFCO Asia

Source: crunchbase.com, contentgrip.com

 

For more on investments in MarTech, read funding news by ContentGrip.

 

A drop in the ocean.

 

While brands need to overcome optimization challenges in MarTech, and consider investments wisely, the technologies are here to stay. The CIO/ CTO’s role in this is as critical as the CMO’s, the ownership lies with the latter. We will witness further investments, mergers, and acquisitions in this niche technology segment.

A Marketing Technologist with over two decades of building global brands.

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