Marketing Technology Startup Market Trends and Insights  – Q2 2017

Here is our Q2 2017 summary report on the Marketing Technology startup sector. The following report includes a startup landscape overview, graphical trends with insights, and recent funding and exit events.

We are currently tracking 1,608 Marketing Technology companies in 15 categories across 57 countries, with a total of $28 Billion in funding. Click here to learn more about the full Marketing Technology market report.

Marketing Technology Funding by Round – Q2 2017

The following two graphs summarize the rounds of funding going into the Marketing Technology space. Please note these graphics are made using data through February 2017.

Marketing Technology Funding Amount by Round
Marketing Technology Funding Amount by Round

The graph above shows the total amount of VC funding broken out by round. From 2006 to 2015, we saw a general increase in the overall sector funding, with the total amount peaking in 2015. With the exception of Seed funding, all other rounds of funding saw approximately equal amounts during these years. After 2015 the overall sector funding saw a sharp decline.

Marketing Technology Funding Count by Round
Marketing Technology Funding Count by Round

The graph above shows the total count of funding events broken out by round. From 2006 to 2013 we’ve seen a steep upward trend that peaked in 2013, dipped slightly in 2014, and then declined sharply after 2014. Earlier stage funding such as Seed, Series A, and Series B events make up the majority of funding event counts.

We are currently tracking 1608 Marketing Technology companies in 15 categories across 57 countries, with a total of $27.7 Billion in funding. Click here to learn more about the full Marketing Technology market report.

Marketing Technology Market Overview and Innovation Quadrant – Q2 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 May 2017.

Martech Q2 2017 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 Q2 2017

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 retailers 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 user base 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 measure the traffic, engagement, behavioral patterns, and other important statistics for a website or service. Such data is used in the improvement and optimization of the website 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 merchants / brands 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: Companies that help marketers with managing and scaling their paid-search programs.

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

Social Discovery: Companies that allow for discovery of products through social sharing and location check-ins. Examples include discovery social networks as well as platforms with integrated ecommerce 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 brands and products across popular social media networks such as Facebook, Twitter, Google+, and others. Brands rely on social media influencers to spread the word about their products to gain buzz and web traffic.

We are currently tracking 1,607 Marketing Technology companies in 15 categories across 57 countries, with a total of $28 Billion in funding. Click here to learn more about the full Marketing Technology market report.

Marketing Technology Activity by Selected Investors – Q2 2017

The following graph summarizes investor activity in the Marketing Technology space. Please note these graphics are made using data through April 2017.

Martech Investor Activity Q2 2017

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. Major investors include 500 Startups, Sequoia Capital, DFJ, and Battery Ventures.

We are currently tracking 1,603 Marketing Technology companies in 15 categories across 57 countries, with a total of $28 Billion in funding. Click here to learn more about the full Marketing Technology market report.

Marketing Technology Exits by Category and by Year – Q2 2017

The following graphs highlight the exit activity in the Marketing Technology sector. The graphics include data through February 2017.

Exit Activity by Category in Marketing Technology
Exit Activity by Category in Marketing Technology

The above graph summarizes the number of exits (acquisitions and IPOs) in each Marketing Technology category. The Automation Software category leads the sector with 6 IPOs and 44 acquisitions. The Social Media Marketing category follows behind with 3 IPOs and 33 acquisitions.

Exit Activity by Year in Marketing Technology
Exit Activity by Year in Marketing Technology

The above graph summarizes the number of exits (acquisitions and IPOs) in Marketing Technology by year. 2016 currently leads the sector with 1 IPO and 58 acquisitions, with 2015 following behind with 3 IPOs and 42 acquisitions.

We are currently tracking 1595 Marketing Technology companies in 15 categories across 57 countries, with a total of $27.4 Billion in funding. Click here to learn more about the full Marketing Technology market report.

Venture Investing in Marketing Technology – Q2 2017

The following graphs highlight venture investing trends into the Marketing Technology (martech) sector. The graphics include data through February 2017.

Marketing Technology Q2 2017 Venture Investing

The above graph compares the total venture funding in each Martech category to the number of companies in the category. The Marketing Platforms category takes the lead in funding, with around $4B. Social Media Marketing has the highest number of startups, at around 250.

Marketing Technology Average Funding by Category Q2 2017

The above analysis summarizes the average company funding in each Martech category. The Social Discovery category leads the sector with around $52M in average funding per company, followed by the Ad Networks and Marketing Platforms categories.

We are currently tracking 1,585 Marketing Technology companies in 15 categories across 57 countries, with a total of $24B in funding. Click here to learn more about the full Marketing Technology market report.

Average and Median Age by Marketing Technology Category – Q1 2017

The following graph shows average and median age in the Marketing Technology sector. The graphic includes data through February 2017.

Average and Median Age by Marketing Tech Category
Average and Median Age by Marketing Tech Category

The above graph summarizes the average and median age of companies in each Marketing Technology category. The Search Engine Marketing category has both the highest average and median ages, at around 11 years each. Other mature categories include Marketing Automation, Email Marketing, and Search Engine Optimization.

We are currently tracking 1567 Marketing Technology companies in 15 categories across 57 countries, with a total of $23.4B in funding. Click here to learn more about the full Marketing Technology market report.