The number of marketing technology software products has grown exponentially over the past 13 years, according to recent research from Chief Martec and Martech Tribe.

The report was based on an analysis conducted annually of marketing technology products.

The number of martech software apps has jumped from 150 when the first analysis was conducted in 2011 to 14,106 in 2024.

The researchers found that 13% of martech apps come from very large companies (the "head" of the martech landscape), and 36% come from midsize companies that can grow to hundreds of millions of dollars in revenue (the "torso").