Recently I was talking with an entrepreneur about marketing technology — a space he knows well — and he said that because of so much capital going into the space, there aren’t that many gaps. Hmm, I thought, there are a number of gaps where leaders haven’t emerged. Most segments have vendors in them but that doesn’t mean a group of tier 1 vendors have emerged.
Here are some big picture gaps in marketing technology:
- Simple Marketing Automation – Marketing automation is powerful, valuable, and too complicated for many marketers. There’s plenty of opportunity in certain segments.
- Full Account-Based Marketing – Lots of vendors are doing parts of the puzzle but there’s not a comprehensive solution. This market is harder than it looks but there are still big gaps.
- Deep Online Behavior Understanding – People are tracked online much more than they realize. Only, beyond the basics (which are 100x better than no data), there isn’t deep understanding of user behavior and patterns.
- Marketing Orchestration – Marketing has an incredible number of tools (see 27 SaaS tools in the marketing department). What system orchestrates them all?
These are a few of the gaps in MarTech that I expect to be addressed over the next five years.
What else? What are some other gaps in the marketing technology landscape?