Marketing Technology Startup Landscape Trends and Insights – Q1 2017

Here is our Q1 2017 summary report on the Marketing Technology startup sector. The following report includes a startup landscape overview, graphical trends and insights, and recent funding and exit events.

We are currently tracking 1,513 Marketing Technology companies in 15 categories across 54 countries, with a total of $23 Billion in funding. Click here to learn more about the full Marketing Technology landscape report and database.

Marketing Technology Market Overview and Innovation Quadrant – Q1 2017

The following post highlights how Venture Scanner categorizes the Marketing Technology startup landscape, and presents our Innovation Quadrant showing how those categories compare to one another. The data for this post is through February 2017.

Marketing Technology Logo Map

The above sector map organizes the sector into 15 categories and shows a sampling of companies in each category.

marketing-technology-innovation-quadrant

Our Innovation Quadrant provides a snapshot of the average funding and average age for the different Marketing Technology categories and how they compare with one another.

  • Heavyweights: These categories are comprised of companies that have reached maturity with significant financing.
  • Established: These categories are comprised of companies that have reached maturity with less financing.
  • Disruptors: These categories are comprised of companies that are less mature with significant financing.
  • Pioneers: These categories are comprised of companies that are less mature with earlier stages of financing.

The definitions of the Marketing Technology categories are as follows

Advertising Networks and Exchanges: Companies that allow media buyers to purchase ad space from advertising companies. Typical advertising formats include search ads, display ads, and video pre-roll ads.

Automated Personalization Platforms: Companies that work with businesses to deliver custom ads, marketing messages, and dynamically optimize site pages for different users. Examples include platforms that allow A/B testing and platforms that tailor websites to each individual user’s specific tastes.

Content Creation: Companies that help brands and businesses create custom content for branding and marketing purposes. Such content can include blog posts, photos, infographics, videos, and other visual or auditory material.

Content Marketing: Companies that create valuable and relevant written and visual content to promote a product and convert readers into customers. Such content created may exist in the form of informative blog posts, infographics, research analyses, video tutorials, how-to guides, and others.

Email Marketing: Companies that create products that allow marketers to deliver email newsletters to their userbase in a more efficient manner. Such products also allow for the segmenting and targeting of email lists, as well as the tracking of analytics of CTR and other important stats.

Influencer Marketing: Companies that focus on the fans and followers that have the greatest influence in the blogosphere and social media, and utilize their influence and network to execute marketing and promotion campaigns.

Marketing Analytics: Companies that provide tools that measure the traffic, engagement, behavioral patterns, and other important statistics for a digital property. Such data is used in the improvement and optimization of the property to increase traffic and conversion rate.

Marketing Automation Software: Companies that allow marketers to efficiently streamline and automate marketing tasks, such as converting leads into customers. Instead of performing certain repetitive marketing tasks by hand each time, marketing automation software enables certain routines to be completed automatically.

Marketing Platforms and Customer Relationship Management: Companies that enable businesses to engage with their customers across social media channels, and execute and manage marketing campaigns. This category also includes customer relationship management tools used to improve customer communication, tracking, and overall relations.

Mobile Marketing: Companies that allow businesses to deliver ads and market products across mobile devices. Typical mobile marketing formats include text/SMS ads, mobile app ads, email ads, branded content, and others.

Search Engine Marketing (SEM): Companies that help marketers with managing and scaling their paid-search programs.

Search Engine Optimization (SEO): Companies help businesses attain higher placements on search engines’ results page, which lead to more clickthroughs and traffic. Such is accomplished by adapting content, utilizing common search keywords, increasing the number of backlinks, and others.

Social Discovery: Companies that product platforms that allow for the discovery of products through social sharing and location check-ins. Examples include discovery social networks as well as platforms with integrated e-commerce functions.

Social Intelligence: Companies that examine social media interactions in order to better allow companies to identify power users and market their products.

Social Media Marketing: Companies that promote businesses across popular social media networks such as Facebook and Twitter. Brands rely on social media influencers to spread the word about their products to gain buzz and traffic.

We are currently tracking 1,508 Marketing Technology companies in 15 categories across 54 countries, with a total of $23 Billion in funding. Click here to learn more about the full Marketing Technology report and database.

Marketing Technology Activity by Selected Investors – Q1 2017

The following graph summarizes the investor activity in the Marketing Technology space. Please note these graphics are made using data through October 2016.

Marketing Technology Investor Activity

The above analysis summarizes the total number of investment rounds Marketing Technology investors participated in, and the number of unique companies funded by selected investors. 500 Startups takes the lead in both the total number of investments into the space at around 52, and the number of companies backed at around 36.

We are currently tracking 1,502 Financial Technology companies in 15 categories across 54 countries, with a total of $22 Billion in funding. Click here to learn more about the full Marketing Technology landscape report and database.

Marketing Technology Exits by Category and by Year – Q1 2017

The following graphs highlight the exit activity in the Marketing Technology sector. The graphics include data through October 2016.

martech-exits-by-category
Exit Activity by Category in MarTech

The above graph summarizes the number of exits (acquisitions and IPOs) in each Marketing Technology category. The Marketing Automation category leads the sector with 6 IPOs and 38 acquisitions. The Social Media Marketing category follows behind with 2 IPOs and 27 acquisitions.

Exit Activity by Year in MarTech
Exit Activity by Year in MarTech
The above graph summarizes the number of exits (acquisitions and IPOs) in Marketing Technology by year. 2016 currently leads the sector with 48 acquisitions, with 2015 following behind with 38 acquisitions and 3 IPOs.

We are currently tracking 1355 Marketing Technology companies in 15 categories across 51 countries, with a total of $19.8 Billion in funding. Click here to learn more about the full Marketing Technology landscape report and database.

Venture Investing In Marketing Technology – Q1 2017

The following graphs highlight venture investing trends into the Marketing Technology sector. The graphics include data through October 2016.

Marketing Technology Venture Investing

The above graph compares the total venture funding in each Marketing Technology category to the number of companies in the category. The Marketing Platforms category leads the sector with around $3B in total funding. The Social Media Marketing category leads in total company count at about 225 startups.

marketing-technology-average-funding

The above analysis summarizes the average company funding in each Marketing Technology category. The Social Discovery category leads the sector with around $55M in average funding per company. The Advertising Networks/Exchanges and Website Analytics categories round out the top three.

We are currently tracking 1,463 Marketing Technology companies in 15 categories across 54 countries, with a total of $21 Billion in funding. Click here to learn more about the full Marketing Technology landscape report and database.

Marketing Technology Companies Founded by Year – Q4 2016

Marketing Technology Companies Founded by Year
Marketing Technology Companies Founded by Year

The above graph summarizes the number of Marketing Technology companies founded in a certain year. 2010 and 2012 rank at the top with almost 170 companies founded in each of those years. 2011 is close behind, at around 150 companies founded.

We are currently tracking 1,441 Marketing Technology companies in 15 categories across 54 countries, with a total of $21 Billion in funding. Click here to learn more about the full Marketing Technology landscape report and database.

Marketing Technology Activity by Selected Investors – Q4 2016

marketing-technology-investors

The above analysis summarizes the total number of investment rounds Marketing Technology investors participated in, and the number of unique MarTech companies funded by selected investors. 500 Startups takes the lead in both categories, both making the highest number of investments (52) and backing the most companies (36). DFJ, Sequoia, and R Ventures round out the top of the list.

We are currently tracking 1438 Marketing Technology companies in 15 categories across 54 countries, with a total of $20.4 Billion in funding. Click here to learn more about the full Marketing Technology landscape report and database.