Dive Brief:

• Datanyze crawled through some 40 million websites in search of martech tags or code.
• The research found martech usage up across six categories: marketing automation, email marketing, analytics, tag management, ecommerce and web personalization.
• IDC predicts martech spending in 2015 will reach $22.6 billion and will grow to $32.3 billion by 2018.

Dive Insight:

Marketing technology is a growing software space with IDC expecting 2015 spending to reach over $22 billion and almost doubling by 2018. To find out just how ubiquitous martech is, Datanyze crawled more than 40 million websites to find tags or code indicating the presence of martech. The results of this research found martech use up across six categories: marketing automation was up 4%, email marketing 3%, analytics 5%, tag management saw the largest growth at 9%, ecommerce 2%, and web personalization was up 7%.

HubSpot, Marketo and Pardot were the vendors with the most found users in the research with HubSpot at 44,621, Marketo at 13,200 and Pardot at 10,909. Selligent, a B2C marketing automation vendor, had the most growth in that category at 12%, but only 281 found users. Although marketing automation is most popular with B2B companies, one interesting finding from this research was the top five growing automation vendors all focus on B2C or SMB companies.

Martech is very active segment with over 500 acquisitions in the first half of this year valued at $18 billion.