This is the German MarTech Landscape in 2021

1. What is MarTech anyway?
2. The MarTech Landscape Germany 2021
3. What categories does the MarTech Landscape cover?
4. Future: Where is the journey going

What would marketing be without the right tools? Surely you also use numerous tools, e.g. to make your social media profiles or SEO tasks more efficient or maybe even to automate them. As practical as tools are, it's even harder to keep track of the growing number of providers in the market.

Just try to google for a Social Media Tool and you will quickly realize that the market is already huge and new providers are entering the market on a regular basis. Choosing the right tool requires a clear definition of your own goals and a certain market overview.

And believe it or not, a lot of marketing tools come from Germany. How many? Guest author Jens Polomski asked himself this question and decided to bring the MarTech Landscape Germany up to date. The last version dates back to 2018 and a lot has happened since then!

What is MarTech anyway?

Marketing technology, or MarTech for short, describes software and tools that help you achieve your marketing goals. If you use a whole group of marketing technologies, this is known as a marketing technology stack or MarTech stack for short. MarTech has become an important part of digital marketing campaigns, but can also be used to optimize marketing measures across all marketing channels.

The MarTech Landscape Germany 2021

Already in 2020, Scott Brinker listed over 8,000 providers in his international MarTech Landscape, and there are probably many more by now. But how many of these providers actually come from Germany and how do we compare to other countries?

Jens Polomski tried to answer this question together with Frans Riemersma (MarTech Tribe) and Dr. Ralf Strauß (MarketingTechLab, President of the German Marketing Association).

Since the market is not only very dynamic, but also hard to oversee, the three of them spent several hours collecting, filtering and sorting relevant MarTech providers.

The result is a graphic with over 870 providers, all from Germany. Apart from some tools that might have been overlooked, some new providers are sure to have entered the market by the time you read this article.

What categories does the MarTech Landscape cover?

Most MarTech landscapes (such as Europe) have been divided into the following areas for better overview:

• Advertising & Promotions: This includes mobile marketing tools like adjust and Display and Programmatic Advertising like Finch
• Content & Experience: In this area you'll find e-mail marketing tools like rapidmail and eworx Marketing Suite as well as marketing automation software like socialpals, CleverReach and Optimizely Campaign, along with SEO tools like Seobility and Sistrix
• Social & Relationships: These are for example CRM tools like PisaSales CRM and CentralStationCRM as well as social media software like Facelift and brandwatch
• Commerce & Sales: Here are affiliate networks like Awin and Webgains and e-commerce software like Jimdo, commercetools and Spryker,
• Data: For instance, you'll find CDP software like CrossEngage, marketing analytics tools like Adspert and web analytics software like econda Analytics
• Management: The last area includes Collaboration tools like Stackfield and Talent Management software like Kenjo

As you can easily see from the final graphic, there are a lot of providers in Germany in the Content & Experience area. This category grew the fastest last year in Europe. However, almost all areas have grown considerably compared to 2018.

You can get the final PDF for 2021 for free from Jens Polomski.

Future: Where is the journey going

With the increasing number of NoCode and LowCode providers, it can be assumed that the MarTech sector will continue to grow in the coming years and it will be an increasingly competitive market for tool providers. It has never been easier and cheaper to develop own tools and challenge large and established providers with own approaches to process optimization. We are looking forward to all upcoming tools and Jens of course reports on corresponding trends on his site, on LinkedIn and in his newsletter.