The 2025 Marketing Technology Landscape Supergraphic now catalogs 15,384 solutions across 49 categories, a 9% jump over the 14,106 products tallied in last year's map, according to chiefmartec.com editor Scott Brinker and co-producer Frans Riemersma.

"The martech landscape has grown 100X since 2011," Brinker writes. "Or 10,156%, which seems larger."

That 100-fold expansion traces back to Brinker's 2011 infographic, which listed just 150 solutions. Today practitioners can explore the full map at MartechMap.com or download a hi-res clickable PDF.

What's behind the consolidation wave?

The research team evaluated 11,133 new candidates for this year's release. Only 2,489 made the cut. Researchers also dropped 1,211 products from the prior map — acquired or shut down — for an 8.6% churn rate.

Two-thirds of those removals dated from 2010–2020, the first big wave of martech. Many were venture-funded darlings that never crossed the "revenue chasm" to category leadership. Brinker notes that "the laws of gravity can be defied only so long."

Which subcategories grew the fastest?

Growth this year looks more measured than 2024, when content tools jumped 35% and sales tools surged 47% on generative AI enthusiasm. In 2025, each of the six major martech domains posted roughly 7–10% growth.

SEO posted the highest percentage gain of any subcategory: 24%, expanding from 212 to 262 products. Brinker flags the irony given the "SEO is dead" talk of the past year. Much of the lift came from a new cluster of "AI Optimization" (AIO) tools aimed at AI-powered search and answer engines.

How is the center of the martech stack shifting?

For B2B teams, CRM and marketing automation platforms (MAP) remain the dominant stack center. The notable change: "Other" — primarily custom-built martech — rose 5X, from 2% to 10% of respondents. Brinker calls it "an interesting reversal of a decade-long shift from custom to commercial martech."

For B2C and hybrid companies, the customer data platform (CDP) lost ground, slipping from 26.9% to 17.4% as the identified stack center. CDPs appear squeezed from both sides:

• Cloud data warehouses rose from 20.9% to 23.9% (composable CDP pattern)
• Marketing automation and customer engagement platforms (MAP/CEP) climbed from 19.4% to 26.1%
• CRMs grew from 17.9% to 19.6%

The average tech stack itself grew 2.2% over the past year, with mature teams layering new AI-native tools atop an established central platform.

What is the "hypertail"?

The most novel finding in the State of Martech 2025 report concerns software invisible to commercial maps: custom-built apps and agents. Brinker labels this segment the hypertail.

Low-code and no-code platforms already made custom software easier. AI now multiplies that effect. Developers talk about "vibe coding" — shipping programs in hours that once took days or weeks. Citizen developers prompt AI assistants in natural language and get working apps back. ChatGPT, Claude, and Gemini routinely build software in the background for millions of non-technical subscribers who never see the code.

Brinker estimates billions of custom programs now run inside companies — probably trillions, once apps that blink in and out of existence on demand get counted.

Where to grab the data

Practitioners can access the full picture via:

• A hi-res, clickable PDF of the landscape
• The interactive map at MartechMap.com
• The free State of Martech 2025 report (no gate)

Sponsors: GrowthLoop, Hightouch, MetaRouter, MoEngage, Progress, and SAS. G2 supplied ratings data. Goldcast hosted #MartechDay sessions, available on demand through May at martechday.com.