What’s a martech app? One of the most interesting things from the State of Martech 2025 report is that Scott Brinker and friends chose to add 2,489 new tools to their martech landscape from more than 11,000 candidates. That leaves 8,511 that didn’t make it.

Today in MarTech, contributor Frans Riemersma is fresh off his Martech Day presentation with more details on the evolving martech landscape. Sure, this year’s landscape has more than 15,000 tools. However, it also lost 1,211 tools, the most in three years. AI gets some credit for this ebb and flow. 

Also today, contributor Jessica Hawthorne-Castro has five tactics that connect acquisition data to lifetime value, driving smarter decisions and higher profits.

Mike Pastore
Editorial Director

Digital advertising

US asks court to breakup Google ad businesses

Spinning off AdX exchange and DFP platform would severely impact the tech giant's revenue and be a seismic shift in digital advertising.

Marketing artificial intelligence (AI)

Martech Landscape 2025: Growing, shrinking and reshaping all at once

The new normal in martech is tools, AI adoption and stack architecture all going through seismic shifts at the same time.

B2B marketing

Your GTM strategy needs a buyer-centric redesign

Internal alignment is no longer the answer. Sales and marketing must refocus around the buyer in today’s complex, risk-averse environment.

Marketing analytics

Acxiom’s exclusive event for acquisition marketers

Discover what’s working now to drive real customer growth.

Marketing artificial intelligence (AI)

5 ways marketers are actually using AI to get more done

This guide covers five grounded, real-world ways marketers are using AI right now to improve efficiency without sacrificing quality.

Marketing artificial intelligence (AI)

Google AI Overviews show on 13% of searches: Study

88% of the AI Overviews target informational queries, but the number found in commercial and navigational queries is rising.

Customer relationship management (CRM)

5 drivers of full-funnel growth with CRM and CDP data

Master full-funnel marketing with tactics that connect acquisition data to lifetime value, driving smarter decisions and higher profits.

MarTech webinar

It’s time to fix your DAM content problem

We’ve all been there: buried in folders, searching for that one asset you swear exists, while your team rebuilds it from scratch. Join this webinar to see how GenAI is helping marketers clean up their content chaos.

Marketing technology

10 insights for marketing and MOps leaders from the State of Martech 2025 report

There are now 15,384 tools in the martech universe, but the bigger news is how these tools impact marketing organizations.

On-demand marketing training

The complete MarTech spring season is now available!

Unlock 45+ on-demand discussions on marketing strategy and solutions to overcome your biggest AI, GTM, ABM, and influencer marketing challenges – yours for free.

Start Watching

What else we're reading

• TikTok tells advertisers it’s confident in its future
• Does anyone actually read creative briefs?
• Ever feel like a marketing impostor? Read this.
• RIP, Skype. You shoulda been a contender.
• What’s the most useful marketing skill you’ve learned lately?
• Theories on why marketers are so burned out.

MarTech research

• NEW! Get the 2025 State of Your Stack Survey report by downloading the PDF, flipping through a carousel, listening to a discussion of the results or watching the keynote session from the Spring 2025 MarTech Conference — all without registration.

MarTech Intelligence Reports are in-depth, independent and indispensable. They’re designed to help marketers navigate the martech landscape with questions to ask during the buying process, vendor profiles and more.

Download your Intelligence Report today:

• B2B Data Enrichment and Hygiene
• Email Marketing Platforms
• Identity Resolution Platforms
• Marketing Work Management Platforms
• Marketing Automation Platforms
• Customer Data Platforms.
• Call Analytics and Conversational Intelligence

What they're saying

• “We need to reframe our approach. In the past, we focused on improving internal processes, streamlining GTM functions and driving efficiencies. That inward focus sidelined what matters most: the buyer.” – Mark Ogne in Your GTM strategy needs a buyer-centric redesign
• “Connecting CRMs, CDPs and media platforms often requires investment in tools, infrastructure and talent. To make a compelling business case, quantify the ROI by comparing implementation costs against the incremental revenue generated through improved targeting, higher conversion values and increased retention.” – Jessica Hawthorne-Castro in 5 drivers of full-funnel growth with CRM and CDP data

From Search Engine Land