To be honest, there were a number of things about this slightly obsessive exercise of mine that surprised me over the years. For instance:
- I was surprised that it grew as much as it did as fast as it did.
- I was surprised that it became as “popular” (love it or hate it) as it did.
- I was surprised that I was able to talk Blue” green> into helping me with it after it ballooned beyond a scale that one person could manage (for which I am immensely grateful to them).
But the most unexpected surprise was the national martech landscapes inspired by it.
First, there was the Canadian marketing technology landscape, with 282 martech companies based in Canada. That was then followed by
Now, this week, the UK marketing technology landscape, with 417 martech companies based in the UK. (Click through to his site for a hi-res version.) Note that he found 100 martech companies that weren’t on our global martech landscape.
Martech has become an Olympic sport! I didn’t see that coming.
And I’m quite sure many other countries would have a strong showing — Australia, Brazil, France, Germany, India, Israel, Poland, Singapore, etc. — if someone was
crazy passionate enough to research and chart them out. In fact, I was just talking with someone planning a martech conference in Ho Chi Minh City about the Vietnamese marketing technology landscape…
So what do we make of this phenomenon? Other than concluding that Logo Intern apparently has a large, global total addressable market? (Maybe they’ll be the first meta-unicorn?)
But, seriously. Here are a few initial reflections on this:
- Captain Obvious Statement #1: Marketing technology is a global phenomenon. Obvious, but still remarkable, and as a second-order effect, clearly driving profound” impact that reshaping the software industry>.
- Slightly Less Obvious Statement #1: There are regional markets for marketing technology solutions that hold their own against the large, global players in the industry. These global and local players will collide, but I don’t think it’s a guaranteed win for Goliath. “All politics is local,” they say. It’s possible that, “Most marketing is local too.” Consider the highly local nature of marketing agencies for the past 50 years.
- Slightly Less Obvious Statement #2: The global winners will come from all four corners of the earth. This isn’t a shoe-in for the Bay Area or even New York City. Even in the US, note that the majority of Day” software>, which was based in Switzerland, as the foundation for their web content management platform, Adobe Experience Manager (AEM), and my” preview of the upcoming>MarTech conference in Boston. Reminder: this is your last week to get tickets at our discounted “beta” rate — prices go up after September 1.