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Martech-Report-22-23

The Martech Report 22/23

Martech is more important than ever, and despite a more challenging economic situation in 2022, martech budgets are continuing to grow. The global market for Martech and Salestech is estimated to be worth $508.9bn.

As our latest State of Martech report finds organisations face a number of challenges around marketing technology. The biggest one is finding the skills and talent needed to drive martech initiatives.

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Martech M&A Activity Continues to Grow in Q3 2021

M&A activity in the martech industry remained strong in Q3 2021, with the numbers of mergers and acquisitions up by 114% year on year. 

According to the Q3 2021 Luma Market Report, the growth figure is down from the 214% quoted in Q2, but is partly accounted for by the dip in activity during the early days of the Covid-19 pandemic in Q2 2020. 

We can still see significant YOY growth in M&A activity, with martech featuring prominently, accounting for 46% of activity in this quarter. 

Luma picks out data and analytics as the common M&A theme, pointing at Thoma Bravo's $6.4bn acquisition of Medallia, TransUnion’s $3.1bn deal to buy Neustar, and IDG’s acquisition of KickFire.

luma M&A activity

Looking at martech activity in isolation, we see continued growth in activity from Q2, with nine deals worth upwards of $100m. Alongside the aforementioned data and analytics acquisitions, the biggest deal was Intuit's $12bn acquisition of Mailchimp - the largest ever bootstrap acquisition. 

luma martech activity

Luma sees customer experience and communications as core drivers of martech M&A activity, and expects to see more activity in this space in the next quarter.