2022's Hottest MarTech Companies - a Year in Review4 minute read
In the world of marketing technology, there are always new vendors and solutions emerging that promise to revolutionize the way that businesses engage with their customers. In 2022, we have seen a number of MarTech vendors that have caught our attention for their innovative solutions and cutting-edge technologies. From AI-powered content generation to sophisticated data analytics platforms, these vendors are offering exciting new tools and capabilities that are helping businesses to better understand and engage with their customers. In this article, we will highlight eight MarTech vendors that have caught our attention in 2022 and discuss how their solutions are helping businesses to achieve their marketing goals.
Category: Marketing Resource Management
Problem Solved: UpTempo provides Marketing Resource Management (MRM) software. The solution is designed to help businesses manage and optimize their marketing activities, from planning and budgeting to execution and analysis. The platform offers a range of tools for managing and organizing marketing assets, collaborating with team members, and measuring success.
Commentary: UpTempo is the rebrand of BrandMaker, and includes the new capabilities brought by the acquisition of Allocadia and Hive9. The combined entity seeks to reinvent the marketing resource management space, which is ripe for disruption.
Category: Audience Intelligence
Problem Solved: SparkToro offers Audience Intelligence software that helps businesses gain a better understanding of their target audience and the online channels, influencers, and content that they engage with. The platform uses data from a variety of sources to provide insights into the interests, demographics, and behaviors of different audience segments.
Commentary: SparkToro is used to inform marketing and advertising strategies, helping businesses reach the right people with the right messages. The team has been aggressively adding new features to their platform and has built a strong community that uses their software, provides feedback, and accelerates their success flywheel.
Category: Web Intelligence & SEO
Problem Solved: SEMrush is a marketing technology vendor that offers a wide range of tools and solutions for businesses looking to improve their online marketing efforts. The company's flagship product is a comprehensive digital marketing suite that includes tools for keyword research, competitive analysis, and search engine optimization (SEO). In addition to its core suite of tools, SEMrush also offers solutions for social media marketing, content marketing, and paid advertising.
Commentary: SEMrush offers some of the best SEO tools, but in 2022 they did acquire Kompyte (competitive intelligence) and Backlinko. The company is diversifying its offerings through acquisition and quickly adding new core features.
LinkedIn Marketing Solutions
Category: Social Business Networking
Problem Solved: LinkedIn Marketing Solutions offers a suite of tools and services that helps businesses to reach and engage with their target audience on the LinkedIn platform. The solution includes a range of features, such as sponsored content, targeted ads, and LinkedIn Pages, which allow businesses to promote their brand and share content with relevant users.
Commentary: Historically, LinkedIn was primarily used by HR professionals as a networking and employment service. But in 2022, the success of their marketing solutions has made it the premier social networking site for business professionals. Additionally, they've enhanced their analytics and reporting tools, which provide insights into the performance of marketing campaigns and help businesses to improve their results over time.
Category: Online Reviews
Problem Solved: G2.com is an online review company that provides businesses with access to customer reviews and ratings of products and services. The company's platform allows businesses to collect and manage customer feedback, and use this information to improve their products and services. G2.com also offers businesses the ability to promote their products and services to potential customers through its online marketplace.
Commentary: In 2022, G2 expanded its Market Intelligence offering to provide deeper insights. New capabilities include: seeing whom clients are switching to, understanding how clients perceive their value, and tracking sentiment metrics compared to your own.
Category: AI Content Authoring
Problem Solved: Jasper is an AI content authoring platform that specializes in using natural language generation to automatically create written content for a wide range of applications. The company's AI technology is trained on vast amounts of data and is able to generate human-like content that is informative, engaging, and accurate. Jasper's AI content can be used for a variety of purposes, including news articles, social media posts, product descriptions, and much more.
Commentary: AI content authoring platforms are gaining popularity because they allow businesses to quickly and easily generate high-quality written content. This can save time and resources that would otherwise be spent on creating content manually, and can also help companies to produce more consistent and accurate content.
Category: Media Optimization Platform
Problem Solved: Leading brands trust Measured’s award-winning media optimization platform to reveal the true incremental contribution of every advertising dollar they spend. This means that these brands can use the platform to understand exactly how their advertising efforts are contributing to their overall business goals and objectives.
Commentary: By analyzing data from a variety of sources and using advanced analytics and machine learning, the platform is able to provide insights into the effectiveness of channel spend. This allows brands to make more informed decisions about their advertising investments, and to allocate their budgets in a way that maximizes their return on investment. The platform's ability to provide this level of detail and insight has made it a trusted tool for many leading brands.
Category: Message Testing Platform
Problem Solved: The Wynter platform helps businesses test the effectiveness of their marketing and advertising messages, by measuring the response of different audience segments. This information can be used to refine and improve marketing and advertising campaigns, and to help businesses create more effective and engaging content.
Commentary: Wynter uses a portfolio approach to analyze message performance. Like many A/B testing solutions, Wynter teases apart the messages that are effective and allows you to increase or decrease the emphasis on messages & media investments based on actual results.
Great Job in a Tough Economy!
Overall, the MarTech landscape continues to evolve and grow, with new vendors and technologies emerging all the time. While there are many vendors to choose from, the eight companies featured in this blog post stood out to us for their innovative products and solutions, strong customer bases, and overall impact on the industry. We believe that these companies are worth keeping an eye on in the coming year, as they continue to push the boundaries of what is possible.