How has the exit activity for marketing technology developed in the first half of 2019? This blog post explores martech exit metrics through Q2 2019 and compares them to previous years. The graph below shows the number of martech exits by year, stacked by quarters.
As the graphic demonstrates, martech has seen a total of 36 exit events through Q2 of this year. This represents 58% of the total exits in 2018, and 116% of the exits through Q2 in 2018. Some of the exit events in Q2 2019 include Looker’s acquisition by Google, Kapost’s acquisition by Upland Software, and Pinterest’s IPO.
A straight-line projection of the completed exit activity this year would come out to 72 exit events, which surpasses the total exits in 2018 by 16%. By the same token, a weighted quarterly average projection of 2019 exit activity would also come out to 72 exit events. Therefore, based on the mid-year data, martech exit activity in 2019 is projected to rise above the exit activity in 2018.
How is the funding environment shaping up for marketing technology in 2019? As we pass the mid-year mark, let’s see how the year-to-date metrics compare to the historical trends. The graph below shows martech total funding by year, stacked by quarters.
As the graphic demonstrates, marketing technology has amassed $6.2B through Q1 and Q2 of this year. This amount represents 78% of the total funding in 2018, and 287% of the funding through Q2 in 2018. The top three funding events in Q2 2019 include a $1.3B round into ByteDance, a $227M round into Adjust, and a $175M round into Segment.
A straight-line projection of the completed funding this year would result in $12.4B, which is 155% of the total 2018 funding. By the same token, a weighted quarterly average projection of 2019 funding would result in $23B, which exceeds the total 2018 funding by a whopping 187%. Therefore, based on the mid-year data, marketing technology funding in 2019 is projected to greatly surpass the funding in 2018.
How has investor appetite in marketing technology evolved throughout the years? In this blog post we examine the total investments by year into this sector to help answer that question. The graph below shows the total number of investors in all deals stacked by quarters.
As the graphic demonstrates, investor activity in martech has been on a downward trend in recent years. The 5-Year CAGR of martech investor activity from 2013 to 2018 is -7%. In addition, the sector has seen a total of 346 investors in all deals through Q2 of this year. This represents 50% of the total investor activity in 2018, and 102% of the investor activity through Q2 in 2018. Taking all these data points together, we can see that investor appetite for martech deals has been steadily decreasing in recent years.
The marketing technology (martech) industry has seen 2509 investors and $48B total all time funding. Let’s analyze which martech categories have the most number of investors actively financing the startups. The graphic below highlights martech categories based on the number of investors in each category.
As the graphic demonstrates, Marketing Platforms has the highest number of investors at 788, with Marketing Automation following behind at 712. Marketing Platform companies enable businesses to execute and manage marketing campaigns. Marketing Automation companies enable marketers to automate or enhance the process of inbound and outbound marketing. In addition, the average number of investors across all marketing technology categories is 351.
For this quarter’s funding analysis, let’s examine how average funding in the marketing technology (martech) sector is evolving. The graphic below shows the martech average funding across all deals over time by quarter.
As the graphic demonstrates, marketing technology average funding deal size in Q1 2019 was at $55M, which decreased by 31% from the $80M last quarter. The average funding deal size has demonstrated accelerated growth, with the average funding last quarter around 8 times larger than it was 5 years ago. The top three funding events in Q1 2019 include a $175M round into Meltwater, a $70M round into Medallia, and a $55M round into Trustpilot.