"The latest martech landscape shows 15,384 tools, up 9% from last year, indicating a competitive and evolving landscape despite a significant churn rate."
"This year's landscape reflects a net increase of 2,489 martech tools while showing a considerable churn rate of 8.6% mainly due to older products."
"The churn data reveals that two-thirds of the tools removed from the landscape were established between 2010 and 2020, highlighting ongoing market shifts."
"The release of the 2025 Martech Landscape graphic showcases a broad array of tools, underpinning the rapid development and transformation in the marketing technology sector."
The 2025 martech landscape, released by Scott Brinker and Frans Riemersma, presents a total of 15,384 marketing technology tools, signifying a 9% increase from the previous year. The report noted a net addition of 2,489 tools and the removal of 1,211 tools primarily due to acquisitions and shutdowns, resulting in an 8.6% churn rate. Interestingly, a large portion of the churn comprised tools established between 2010 to 2020, indicating a shift in market demands and trends, particularly following the rise of AI-native products after ChatGPT's launch.
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