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.
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 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.