As every year since 2011, Scott Brinker releases his marketing technology landscape infographic.

Yes, it grew once again, by 13.6%, up to a total of 8,000 martech solutions.

Data is by far the fastest growing category, up 25.5%. It makes sense. We have a ton of data. The challenge now is figuring out how to harness it effectively. That’s driving a lot of software innovation in the space.

We also calculated the fastest growing subcategory in each category, by percentage of growth. It’s interesting to see that physical world interactions (print, retail proximity, and IOT), data governance and privacy, video marketing, conversational marketing and chat, and project and workflow management led the pack. These all have been major themes in marketing and martech over this past year.

For the record, here’s the complete progression of the overall landscape since 2011 and how the categories grew relative to 2019:

Marketing Technology Landscape Supergraphic (2020): Martech 5000 — really 8,000, but who’s counting?