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This Tuesday marked another MarTech Day, the annual pulse check on everything happening in the world of marketing technology. While the event has always been a goldmine for spotting trends and tracking tool growth, this year felt a little different. The vibe was less hype and more maturity. It was still exciting, but in a grounded, let's-get-serious kind of way.
Here’s what stood out.
Martech Landscape: 15,384 Tools and Slower Growth
Yes, the martech landscape is still massive—this year, it clocked in at 15,384 tools. But unlike previous years, the growth rate has slowed. In 2024, we saw around 3,000 new tools added. This year, the increase was more modest, about half.
And honestly? That’s not a bad thing.
The slower growth signals a more mature market. We’re likely moving past the gold rush era and into a more stable, sustainable phase. Tool fatigue is real, and marketers are becoming more selective about what they add to their stacks.
Market Exit Trends: Older Tools Are Quietly Disappearing
On the flip side, the tools exiting the market aren’t being gobbled up in big consolidation moves — they’re just… going out of business. Over half of the tools left the landscape this year were between 5 and 15 years old.
These weren’t scrappy startups that failed to take off — they were older, sometimes more established tools with funding that didn't make it. This could also be a correction in the space for companies that raised money 2-3 years ago and now face a much more challenging funding environment.
Where Adoption Is Booming: Product Management and DIY Martech
One of the surprise growth areas is product management tools—specifically, those that help (corporate) companies build, manage, or host their own customer-facing software or internal martech stacks. It’s a clear signal: more big companies are investing in custom martech solutions for use cases or pieces of functionality they don't buy from vendors.
AI Is Eating Marketing — and Fast
Unsurprisingly, the show's star this year was AI — and more specifically, Generative AI. Unlike last year’s buzz, this year’s conversations showed a clear shift from hype to implementation.
GenAI Tools Are Still Going Strong
Despite concerns of a bubble, GenAI tools are still growing, especially in content marketing and sales tech. Content remains the #1 use case by a long shot, with teams using AI for ideation, copywriting, SEO, and even visual design.
B2B Is Leading the AI Charge
Here’s a twist: while B2C companies had a head start with AI, it’s now B2B companies leading the way. They’ve overtaken their consumer-focused counterparts in experimentation and implementation, pushing AI into everything from lead scoring to campaign optimisation.
Shifting Focus: From Content to Strategy and Ops
With AI increasingly handling content creation and data analysis, marketing teams are starting to reallocate their time and talent. We’re seeing a pivot away from content and analytics, and toward strategy, creative direction, and operational excellence.
The Rise of the Intelligent Data Warehouse
Another AI-driven shift: the cloud data warehouse is taking on a more prominent role. It’s no longer just a backend storage solution — it’s increasingly becoming the brain of the martech stack. Marketers are embedding intelligence directly into their data infrastructure, enabling faster, smarter decisions.
Final Thoughts: A Maturing Martech Market with New Frontiers
MarTech Day 2025 didn’t just throw buzzwords at us — it offered a clear snapshot of a maturing industry that’s starting to make smarter, more intentional choices.
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The tool explosion is slowing (finally).
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GenAI is moving from novelty to necessity.
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B2B marketers are embracing AI at full throttle.
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And the infrastructure we build on is getting a whole lot smarter.
The landscape is still huge. The stakes are still high. But the approach? It’s evolving. Thoughtfully.
Questions or Ideas? Let’s Talk!
Curious about how these trends affect your stack or strategy? Drop your question or idea in the form below — we’d love to help you make sense of it all.
