In 2011, Scott Brinker of ChiefMartec decided to create an infographic to help marketers understand the marketing technology landscape. Within it, there were 150 tools available for marketers including advertising platforms, social tools, analytics software, commerce, data and management. It became a viral hit and an easy way for

Can today's CMOs keep up with all the new marketing tools and platforms?

In 2011, Scott Brinker of ChiefMartec decided to create an infographic to help marketers understand the marketing technology landscape. Within it, there were 150 tools available for marketers including advertising platforms, social tools, analytics software, commerce, data and management. It became a viral hit and an easy way for marketers to get a snapshot of the alternatives on offer to optimize, improve and run their marketing operations.

Fast forward to 2016 and that infographic has become a mind-dazzling jigsaw wonderful illustration with nearly 4000 companies within it. This shows the unprecedented growth of the industry which is great news for both tech developers and the marketing community who now have a much wider range of tools to chose from. However, it also brings challenges as it's virtually impossible for today's marketer to keep up with new additions, try them and assess their relevancy or value.

martechAdopting a new tool or platform also comes with a cost, which goes beyond the price of a subscription or license. It often takes time to integrate new tools with existing ones and there is always a learning curve for a team to get familiar with a new piece of marketing software to make the most of it.

Good news is, SimilarTech is designed to help you make the most of the industry with insights that will help you whether you're on the buyer or supplier side of marketing technology.

Which insights can marketers find on SimilarTech?

1. Understand market trends on a specific technology and find who is using it:

A great way to initially assess the scale and reach of a martech platform is to understand how many users it has, where are they located and see the sites currently using the platform. You can do a search on SimilarTech on any technology and even compare competing technologies.

2. Find out which tools your competitors are using:

Type your competitors' site and get to see what's under their hood. Understanding their technology stack will not only help you assess current technologies but will also give you ideas on new categories you might have not considered using yet.

3. If your company produces martech, you can find new business opportunities:

Get a full list of the sites using your competitor's platform. You can segment by location, web traffic and category. Often, tech platforms are also designed to work alongside other web-based platform (for example, an e-commerce rating system designed for e-tailers on Shopify). SimilarTech is a powerful weapon for sales and marketing teams to identify this relevant leads based on their technology stack.

Where do I start?

Our friends at SmartInsights created a really useful infographic to help marketing professionals get an overview of the main martech platorms, taking a goal-focused approach by grouping them into tools to REACH, ENGAGE, ACT and CONNECT. You can get the high-res version here.

smart insightsNow you have the ammunition to decide which are the best digital marketing tools for your business with insights that will save you time, money and headaches.

Good luck!