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Understanding the MarTech landscape
- [Instructor] Take a look at this image, that is if your eyes don't go a little buggy first. As you can see, the Martech landscape is a crowded and complex space, and with over 14,000 tools you could use in your tech stack, it's not easy to put it all into focus. The overview you just saw is from Chief Martech's annual report. Since 2011, Scott Brinker and his team have been analyzing the marketing technology environment. Back then, there were just 150 Martech tools. Fast forward to today, and you will see so many providers and explosive 9,300% growth, which makes it more challenging than ever for your brand to know which suite of apps, platforms, and tools to choose. So where do you begin? Well, one way is by visiting the interactive MartechMap. You just set up a free account to get access, and you'll see it's organized by categories like advertising and promotion, content and experience, and data. Underneath the main…
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