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Marketing TechnologyStartup Landscape Trends and Insights
February, 2017
Marketing technology report outline
2
This report provides an overview of the marketing technology sector and is broken down into three sections
Sector Description
High-level sector metrics with sub-category
definitions
Trends & Insights
Infographics and data points for the marketing
technology sector
Quarterly Activity
Major funding and exit events from the previous
90 days
Venture Scanner reports are built by analysts utilizing our startup database and landscaping platform
Marketing Technology Sector Description
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Marketing startups are creating new businesses in 15 different categories
The graphic above shows a sampling of companies in each category, stats as of February 2017 4
Marketing Technology
Learn about our full 1,507 company report with $22B in funding
Content Marketing Content Creation Social Media Marketing Email Marketing Mobile Marketing
Marketing Platforms and CRM
Marketing Automation Software
Advertising Networks and Exchanges
Automated Personalization Platforms
Influencer Marketing SEO Companies SEM Companies Social Discovery Social Intelligence Website Analytics
Innovation quadrant for marketing technology
AVERAGE FUNDING ($M)
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ESTABLISHED HEAVYWEIGHTS
PIONEERS DISRUPTORS
This quadrant shows a relative segmentation of the categories with respect to one another, Feb 2017 5
Social Discovery
Marketing Analytics
Marketing Platforms
SEM Companies
Email Marketing
SocialIntelligence
MobileMarketing
AutomationSoftware
PersonalizationPlatforms
SEOCompanies
ContentMarketing
Social MediaMarketing
Content Creation
InfluencerMarketing
Ad Networks
Marketing technology startups play in many different categories (1 of 3)
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Advertising Networks126 Startups, $2.6B Total FundingCompanies that allow media buyers to purchase ad space around the internet, including search and display ads
Content Creation67 Startups, $171M Total FundingCompanies that help businesses create custom content for branding and marketing purposes, such as blog posts and infographics
Email Marketing120 Startups, $1.2B Total FundingCompanies that create products that allow marketers to deliver email newsletters in a more engaging manner and collect analytics
Automated Personalization Platforms 121 Startups, $2.2B Total FundingCompanies that work with businesses to deliver custom ads and dynamically optimize web sites based on a user’s specific tastes
Content Marketing142 Startups, $1.8B Total FundingCompanies that help businesses market their brand-oriented content and convert readers of that content into customers
Influencer Marketing 54 Startups, $336M Total FundingCompanies that focus on social media users with large fan bases and utilize their influence to execute marketing campaigns
Category stats as of February 2017
Marketing technology startups play in many different categories (2 of 3)
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Marketing Analytics 72 Startups, $1.4B Total FundingCompanies that measure the traffic and behavioral patterns for a digital property, and then improve conversion metrics
Marketing Platforms and CRMs159 Startups, $4B Total FundingCompanies that enable businesses to create and manage marketing campaigns and engage customers across social media channels
Search Engine Marketing 44 Startups, $385M Total FundingCompanies that help marketers with managing, scaling, and optimizing their paid-search activities
Marketing Automation Software209 Startups, $3B Total FundingCompanies that provide tools that automate marketing tasks, such as follow up messaging, to free up additional marketer time
Mobile Marketing138 Startups, $2.4B Total FundingCompanies that allow businesses to deliver ads and market products across mobile devices, including SMS and in-app ads
Search Engine Optimization 84 Startups, $241M Total FundingCompanies that help businesses attain higher placements on search engines’ results page, increasing click-through traffic
Category stats as of February 2017
Marketing technology startups play in many different categories (3 of 3)
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Social Discovery 70 Startups, $2.8B Total FundingCompanies that provide a platform for idea and product discovery through social sharing and location check-ins
Social Media Marketing 243 Startups, $2.1B Total FundingCompanies that help businesses promote their brand and products across social media networks to increase traffic and sales
Social Intelligence 81 Startups, $1.2B Total FundingCompanies that examine social media interactions in order to better allow companies to identify emerging trends
Category stats as of February 2017
Marketing Technology Funding Information & Trends
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Investing into the space is focused on marketing platforms
The marketing platform category accounts for 15% of venture funding and 9% of total companies in the marketing technology startup sector
Venture Investing in Marketing Technology
Companies are categorized by function, and therefore can exist in multiple categories. Feb 2017
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VC Funding Count
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VC funding into marketing technology has generally risen
Overall marketing tech VC funding grew at a CAGR of 17% from 2011-2016
Marketing Technology Funding Over Time
Data as of February 2017
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Marketing technology startups are demonstrating traction
Marketing Technology Funding Amount by Type
Recent years have seen relatively equal funding round amounts, implying both newer and established startups are demonstrating success
Graph shows only the funding types listed therein, data as of Feb 2017
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Late Stage Series D Series C Series B Series A Seed
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Marketing technology startups founded in 2009 lead in VC funding
Startups founded in 2009 account for 24% of the sector funding over the last decade, and include companies like Pinterest, The Trade Desk, and Sprinklr
Marketing Technology Funding By Vintage Year
Data as of February 2017
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Marketing technology startups are a global phenomenon
Marketing Technology Startup Count by Country
0 970Companies
Data as of February 2017
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Top VC investors are making bets into marketing technology
Selected Investor Activity in Marketing Technology
The above count represents a subset of overall investor activity, Feb 2017
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Number of Investments Number of Companies Backed
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Marketing technology exit activity has been dominated by acquisitions
Exit events within the marketing technology sector grew by 320% between 2011 and 2016
Marketing Technology M&A and IPO Events
Data as of February 2017
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Public Acquired
Marketing Technology Quarterly Notable Events
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Recent marketing technology funding statistics
There have been 123 marketing technology funding events since Oct 2016
Recent Marketing Technology Funding Round Counts
Graph shows only the funding types listed therein, Feb 2017
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Seed Series A Series B Series C Series D Late Stage
Fun
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Recent marketing technology funding events
Notable Recent Marketing Technology Funding Events
Company Funding Type Amount Date
Venture $156,000,000 Jan 31, 2017
Venture $56,000,000 Jan 12, 2017
Series C $56,000,000 Jan 17, 2017
Series E $50,000,000 Jan 18, 2017
Series E $42,500,000 Nov 14, 2016
Marketing technology startups raised $1.3 billion since Oct 2016
Data as of February 2017
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Notable recent marketing technology exit events
Notable Recent Marketing Technology Acquisitions
Company Acquirer Amount Date
$800,000,000 Oct 3, 2016
$675,000,000 Oct 6, 2016
$250,000,000 Oct 4, 2016
$200,000,000 Nov 30, 2016
$150,000,000 Jan 10, 2017
There have been 27 exit events since Oct 2016, all of which have been acquisitions
Data as of February 2017
About Venture Scanner
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