Marketing technology (martech) startup quarterly highlights. Includes a sector summary, recent events, and a deep dive into Marketing Platform startups. Contact info@venturescanner.com or visit www.venturescanner.com to learn more about our research platform for technology startups!
2. Quarterly marketing technology highlights
2
This brief overview of the marketing technology sector provides three sections
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SectorSummary
Macro-level viewson the
state of the marketing
technology sector
LatestActivity
Major funding and exit
events from the previous
quarter
Deep dive into a single
marketing technology
category
CategoryDiscovery
5. 5The graphic above shows a random sampling of companiesin each category, data cumulativeas of December2017
MARKETING
TECHNOLOGY
ContentMarketing
(160Companies)
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currently tracks 1,750 marketing tech
startups with $32B in funding
ContentCreation
(74Companies)
SocialMediaMarketing
(252Companies)
EmailMarketing
(129Companies)
MobileMarketing
(159Companies)
InfluencerMarketing
(71Companies)
MarketingPlatformsandCRMs
(240Companies)
MarketingAutomationSoftware
(278Companies)
Ad NetworksandExchanges
(162Companies)
AutomatedPersonalizationPlatforms
(128Companies)
SEO
(85Companies)
SEM
(45Companies)
SocialDiscovery
(69Companies)
SocialIntelligence
(90Companies)
WebsiteAnalytics
(xxCompanies)
6. Marketing Platforms
Marketing Automation
Mobile Marketing
Marketing Analytics
Ad Networks
Social Discovery
Automated PersonalizationSocial Media Marketing
Content Marketing
Email Marketing
Social Intelligence
Content Creation
SEM
Influencer
Marketing
6
Innovation quadrant for marketing technology
AverageFunding
ESTABLISHED HEAVYWEIGHTS
PIONEERS DISRUPTORS
AverageAge
This quadrant shows a relative segmentationof the categories with respect to oneanother, data cumulativeas of December2017
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Social Discovery
7. 7
Funding into marketing technology is generally growing
Overall marketing technology funding grew at a CAGR of 19% from 2012-2017,
and 2017 was 81% of 2016 funding
Marketing Technology Annual Funding Over Time
Data cumulativeas of December2017
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0
1
2
3
4
5
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2011 2012 2013 2014 2015 2016 2017
Funding($B)
Q1 Q2 Q3 Q4
8. 8
The large 2016 funding total was powered by an outlier event in Q4
Without that outlier Private Equity event, the funding in Q4 2017 was 227% the
Q4 2016 funding total
Marketing Technology Quarterly Funding Over Time
Data cumulativeas of December2017
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0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
2011 2012 2013 2014 2015 2016 2017
Funding($B)
Q1 Q2 Q3 Q4
9. 9
Exits within the space are on an upward trend
Quarterly marketing technology exits in 2017 were higher than 2016,
and Q4 2017 was identical to Q4 2016
Marketing Technology Exit Events Over Time
Data cumulativeas of December2017
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0
5
10
15
20
25
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2011 2012 2013 2014 2015 2016 2017
ExitEvents
Q1 Q2 Q3 Q4
11. 11
Marketing technology funding events were mostly mid-stage in Q4 2017
There were 47 funding events this quarter, 54% of which were Series B or Series C
Recent Marketing Technology Funding RoundCounts
Graphs shows only the funding rounds listed therein
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-
2
4
6
8
10
12
Seed A B C D Late Stage
FundingEvents
Funding Event
12. 12
Most marketing tech categories saw funding last quarter
Marketing technology startups raised $1.5 billion over the last quarter
Quarterly Marketing Technology Category Funding
Companiesare categorized by function, and therefore can exist in multiple categories.
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0.0
0.2
0.4
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QuarterlyFunding($M)
13. 13
Recent marketing technology funding events
Notable Recent Marketing Technology Funding Events
Company FundingType Amount Date
Debt Financing $841,000,000 Nov 21, 2017
Venture $77,000,000 Nov 6, 2017
Series C $70,000,000 Oct 27, 2017
Series D $51,000,000 Nov 8, 2017
Series D $47,000,000 Nov 8, 2017
The top 5 marketing tech events accounted for 70% of quarterly funding
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14. 14
Recent marketing technology exit events
Notable Recent Marketing Technology Acquisitions
Company Acquirer Amount Date
$70,000,000 Nov 11, 2017
Unknown Dec 14, 2017
Unknown Nov 9, 2017
Unknown Nov 3, 2017
Unknown Nov 1, 2017
There were 15 marketing technology exits this past
quarter, of which 1 was an IPO
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15. Category Discovery – Marketing Platforms and CRM
Every quarter a newcategory will receivea deep dive,providing comparisonsto
other categories and discussingtrends
15
16. 16
Marketing Platforms is one of the leading categories within the marketing tech sector
The Marketing Platforms category accounts for 23% of funding in the sector and saw
moderate growth last quarter
Venture Investing in Marketing Technology
Companiesare categorized by function, and therefore can exist in multiple categories. Data cumulativeas of December2017
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0%
5%
10%
15%
20%
25%
30%
35%
40%
0
1
2
3
4
5
6
7
8
9
10
GrowthfromPreviousQuarter
Funding($B)
Previous Total Quarterly Funding Percent Growth
17. 17
Marketing Platforms category has a typical funding distribution
Companies within Marketing Platforms have quartiles that are roughly equal
to the average of the other categories
Marketing Technology Category Funding Quartiles
Companiesare categorized by function, and therefore can exist in multiple categories. Data cumulativeas of December2017
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0
10
20
30
40
50
60
FundingQuartiles($M)
First Quartile Median Third Quartile
18. 18
Annual Marketing Platforms funding is on a general upward trend
Marketing Platforms funding grew at a CAGR of 30% from 2012-2017
Marketing Platforms Total Annual Funding
Data cumulativeas of December2017
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-
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
2011 2012 2013 2014 2015 2016 2017
Funding($B)
Q1 Q2 Q3 Q4
19. 19
Funding within Marketing Platforms is moderately concentrated
Marketing Platform Companies with Largest Funding Amounts
Company LatestRound Amount Location
Private Equity $2,500,000,000 New York, NY, USA
Private Equity $900,000,000 Daly City, CA, USA
Debt Financing $380,000,000 New York, NY, USA
Series D $255,000,000 San Mateo, CA, USA
Series D $251,000,000 Provo, UT, USA
The top 5 Marketing Platforms companies by total funding account for 49% of
overall category funding
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