“MarTech.” It’s a term that’s become increasingly commonplace in business circles, but what does it actually mean?

In short, Martech is a catch-all term that refers to software or tools that are used for marketing purposes.

martech tools

This can include everything from email marketing platforms to social media management tools to customer relationship management (CRM) software and more.

MarTech is essential for businesses that want to stay competitive in today’s digital landscape considering marketing technology (Mar-Tech) spend is forecasted to hit $21.14 billion this year in the US alone.

keap marketing technology

Here’s a more in-depth look at why MarTech is so important and the top tools for your MarTech stack in 2023.

Latest MarTech Statistics 2023

US spend on MarTech tools will hit $21.14 billion this year, up 14.3% from 2021.

Despite a dip in growth, MarTech spend will continue to rise by double-digit rates through the end of eMarketer’s forecast period in 2024.

b2c martech saas

B2C spend on MarTech is higher but slower-growing than that of B2B, per eMarketer’s estimates. B2C companies will invest $14.54 billion this year compared with B2Bs’ $6.59 billion.

B2C MarTech spend is concentrated among a few key providers: 40% to 50% of this year’s total will go to Adobe, Oracle, and Salesforce.

*Source: eMarketer, October 2022

martech visual

Top MarTech Features

According to a November 2022 study by Lotame, “Beyond the Cookie: Next-Generation Customer Acquisition & Retention for Marketers and Publishers,” conducted by PureSpectrum, these are the top tech features marketers are planning to adopt this year in their MarTech stack:

  • Marketing automation
  • Analytics
  • Customer Data
  • Digital Experience

Top AdTech Features

From the same survey, here are the top AdTech features marketers plan to adopt this year:

  • Data management
  • Ad verification
  • Identity resolution
  • Tag manager
  • Adserver
  • Supply-side platform
  • Demand-side platform

Top MarTech Solutions 2023

Now that you have a better understanding of what MarTech technologies can do and how they can benefit your business, let’s take a look at some of the top MarTech tools for 2023.

  1. Jasper - The #1 AI Content Platform For Business

    Jasper is the AI Content Platform that helps you and your team break through creative blocks to create amazing, original content 10X faster.

    Use with Surfer SEO for content that ranks.

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  2. Hotjar: Website Heatmaps & Behavior Analytics Tools

    Everything you ever wanted to know about your website...

    ...but your analytics never told you.

    Numbers tell you what’s happening. Hotjar’s visual insights tell you why. So you can make the changes that matter.

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  3. Semrush | Get measurable results from online marketing

    Replace a dozen solutions with one suite to improve all areas, including Competitive Research, Keyword Research, Rank Tracking, Link Building, On-Page & Tech SEO.

    Get Started
  4. ClickFunnels - Marketing Funnels Made Easy

    The funnel is the secret to your online success! It’s the difference between the 1,929,999,999 websites that don’t make money, and the .000000002% that do!

    Get Started
  5. ConvertKit: Digital Product & Subscription Funnels

    ConvertKit is the go-to marketing hub for creators that helps you grow and monetize your audience with ease.

    Get Started
  6. SurferSEO - Accelerate high quality content creation 

    Don't leave your SEO strategy up to chance. Surfer will give you a step-by-step SEO workflow to boost your organic traffic, increase your visibility, and improve your rank. 

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  7. Brand24 - Media Monitoring Tool

    Brand24 is a powerful, award-winning media monitoring app and social listening tool that helps you get instant access to online mentions togrow customer satisfaction and sales.

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  8. Keap | Where small business growth happens

    More leads. More revenue. More repeat customers. Keap helps small businesses like yours grow through powerful CRM and marketing automation.

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  9. The All-In-One Affiliate Marketing Plugin for WordPress | Lasso

    Lasso makes it easy to manage links, create product displays, and increase your affiliate income.

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  10. Kadence WP | Best WordPress Theme

    Create and customize professionally designed websites in minutes with no compromises on performance, zero limits on what you can design.

    Get Started
  11. Create Email Marketing Your Audience Will Love - MailerLite

    Digital marketing tools to grow your audience faster and drive revenue smarter. Backed by 24/7 award-winning support.

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  12. Canva Design Tool: Create Custom Content

    With thousands of professional templates, images, and quality content to choose from, get a headstart on bringing your best ideas and work to life.

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  13. Features to help grow your affiliate and referral program | Rewardful

    Rewardful is a simple way for SaaS companies to setup affiliate and referral programs with Stripe & Paddle. Just connect your account and let us track referrals, discounts and commissions for you!

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  14. OptinMonster | Convert and Monetize Your Website Traffic

    Stop losing visitors! Instantly grow your email list, get more leads and increase sales with the #1 most powerful conversion optimization toolkit in the world.

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  15. Popl - The #1 Digital Business Card for Teams and Individuals

    Popl is the leading Digital Business Card Platform for teams and individuals.

    With a best-in-class mobile app, Teams dashboard, and tappable smart devices, Popl is the complete end-to-end solution in this space.

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  16. Teachable Online Course Platform: Create & Sell Courses

    Transform your knowledge into a thriving business with the best online course platform for creators everywhere.

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  17. accessiBe | The #1 Web  Accessibility  Solution  for WCAG & ADA Compliance

    Everyone should be able to enjoy your website , regardless of ability!

    By streamlining accessibility, accessiBe's solutions empower businesses of all sizes to take the inclusive approach and comply with ADA & WCAG.

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  18. Adobe Marketo

    End-to-end engagement for modern demand marketing.

    Deliver exceptional experiences across every stage of the customer journey to drive efficient growth in concert with Sales.

    Get Started
  19. AffiliateWP - Affiliate Plugin for WordPress

    AffiliateWP is the best self-hosted WordPress affiliate program plugin. Here are the features that make AffiliateWP the most powerful and user-friendly WordPress Affiliate Tracking software in the market.

    Get Started
  20. Adobe Analytics | Web Analytics for Better Business Intelligence

    With in-depth analysis, versatile reporting, and predictive intelligence, you get the insightful foundation you need to build better customer experiences.

    Get Started
  21. Build a More Perfect Digital Experience | FullStory

    Your bottom line depends on the quality of the digital experience you offer your users. See what’s working—and what’s not—with all the data you need to make smarter decisions, faster.

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  22. Top Marketing Automation Software | Sales Cloud

    Align marketing and sales to generate the best leads, keep them engaged, and connect with them at the right time to close more deals.

    Get Started
  23. Display & Native Retargeting AdTech Platform | AdRoll

    AdRoll provides a single platform for ecommerce brands to easily launch display ads, social media ads, and email that engages existing customers, attracts new customers, and grows revenue.

    Get Started
  24. Similarweb

    Backed by the world's most intelligent and comprehensive view of digital traffic, our platform gives you the data and insight you need to win – and win big – online.

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  25. Google Looker: Business Intelligence (BI) & Data Analytics Platform

    Reveal the true power of your data and bring clarity. Looker & Google Cloud’s data analytics platform can provide options to help you deliver value through the use of strong, fresh insights.

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  26. Reporting Tool for Marketing Agencies and In-House Marketers | Whatagraph

    Plug in your marketing data with 40+ native integrations and let Whatagraph handle the rest. Scale your agency and never worry about report building and sending again.

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  27. Skai I Kenshoo | AdTech-Omnichannel Marketing Platform

    Skai’s™ marketing platform breaks barriers and builds growth by connecting all walled garden media with integrated workflows and privacy-safe, 360° intelligence.

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  28. Marketing Cloud | Oracle

    Oracle Marketing is the most comprehensive, integrated marketing solution available to launch cross-channel marketing programs and unify all prospect and customer marketing signals in a single view. 

    Get Started
  29. Create, Market & Sell with the #1 Online Course Platform: Thinkific

    Turning your expertise into revenue just got a lot easier.

    Create and sell online courses, build vibrant communities, and monetize memberships — all on a single, scalable platform.

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  30. theTradeDesk | AdTech- media buying platform built for the open internet

    For modern marketers, leveraging data is the key to brand growth. Which is why more advertisers are prioritizing the value of the open internet. Unlike walled gardens, the open internet lets you use data to grow your audience across the widest range of websites, apps, podcasts, streaming TV platforms, and more — comparing performance openly and objectively.

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  31. Marin Software | Online Ad Management Software

    Sophisticated marketers have complex needs. MarinOne is a customizable, enterprise-class solution that can help overcome publisher limitations.

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  32. AI Art & Image Generator | Jasper Art

    Meet Jasper, the AI art generator who turns your imagination into unique images and photos in seconds. Finally, you’ll have the perfect picture to match your message. No more hunting for stock images or waiting weeks for new creative.

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Marketing Technology Growth

As MarTech continues to grow, tech giants like Microsoft and Google have been investing heavily in the space.

Microsoft has acquired LinkedIn and Netflix with plans to double the size of its ad business from $10 to $20 billion a year in revenue.

Meanwhile, Google acquired Looker for $2.6 billion, within the same category as Tableau and Power BI by Microsoft, in order to further expand its marketing technology offering.

This increased focus from tech giants highlights how important MarTech is becoming for businesses of all sizes.

Evolving Marketing Technology

Gen Z adults (ages 18 to 25) have grown up in the world of YouTube and TikTok where short-form videos are the norm.

They decide instantly whether to invest their time and attention in content. They skip content—including ads—that doesn’t interest or entertain them. But attention spans are declining across all ages, studies show.

This means that businesses must be more creative and efficient with their marketing strategies.

Digital Marketing Innovation

One way to do this is by using MarTech tools to capture the attention of Gen Z and other short-attention-span audiences.

MarTech tools can also help businesses automate repetitive marketing tasks such as email marketing campaigns, social media posts, reporting, and digital ad retargeting.

This is where MarTech comes into play. MarTech technologies help businesses deliver the right message to the right audience at the right time.

It also enables marketers to save time by automating mundane and time-sensitive tasks to focus energy on a data-driven marketing strategy.

A MarTech stack can include tools for marketing automation, marketing campaigns, personalization, customer experience, sales, strategy, advertising, content marketing, customer data, insights, and more.


What is MarTech?

MarTech describes marketing platforms used to improve sales performance and achieve goals. The company uses technology to plan, manage, and track campaigns. It is basically designed to ease the job duties of marketing professionals.

What does MarTech stand for?

Marketing technology, known as MarTech, refers to marketing software and tools. MarTech has become increasingly popular among marketers for business insights, automation, advertising, strategy, content, and more.

What is a marketing technology platform?

Marketing technology, or marketing software and platforms (MarTech), are tools used by a business to improve its marketing efforts.

MarTech tools are used in creating, managing, and monitoring digital marketing campaigns and experiences.

What is a Marketing Technology (MarTech) Stack?

A marketing technology (MarTech) stack is the collection of software and tools used to manage a company’s marketing efforts.

It can include everything from content management systems, analytics and reporting tools, customer relationship management systems, advertising platforms, email automation programs, competitor insights, social media management solutions, search engine optimization, and more.

The goal is to improve marketing efficiency and effectiveness across all channels to reach customers better.

What are some examples of MarTech technology?

Some examples of MarTech technology include:

  • Content Management Systems (CMS)
  • Customer Relationship Management (CRM)
  • Advertising Platforms (AdTech)
  • Email Automation Tools
  • Social Media Management Solutions
  • Analytics & Reporting Software
  • Marketing Automation Programs

Final Thoughts

MarTech is an essential tool for businesses that want to stay competitive in today’s digital landscape.

By leveraging the power of marketing technology, businesses can reach a larger audience, boost their sales, and improve overall marketing performance.

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