The marketing technology (MarTech) software sector encompasses a wide range of tools and solutions that help businesses streamline their marketing activities, analyze data and enhance customer engagement. The sector includes customer relationship management (CRM) systems, marketing automation platforms, content management systems (CMS), analytics and reporting tools, advertising and media buying tools, SEO and SEM tools, data management platforms (DMPs) and customer data platforms (CDPs), email marketing software and more. The buyers and customers of MarTech software are typically marketing professionals, digital marketers and business owners who use these tools to manage and automate marketing processes, gain insights from data analysis, improve customer targeting and personalization, optimize advertising campaigns and enhance overall marketing performance.
MarTech is a fiercely competitive market with thousands of companies vying to compete. Key trends include the rise of artificial intelligence (AI) and machine learning (ML) capabilities in marketing software, the increasing importance of data privacy and compliance, the integration of MarTech with other business systems like CRM and e-commerce platforms and the expansion of personalization and customer experience management tools.
M&A activity has been driven by various factors. Buyers across industries are recognizing the importance of digital marketing and are investing in MarTech software to stay competitive in the digital landscape. Additionally, the increasing focus on data-driven decision-making and the need to demonstrate marketing ROI are driving the adoption of MarTech software as tools within a broader company ecosystem.
Shea has completed transactions across the market, working on both buy-side and sell-side engagements and interacting regularly with relevant players in the sector to support business development. We have advised on transactions spanning the breadth of the MarTech spectrum, such as BlueConic’s majority investment from Vista, Sitecore’s acquisitions of Boxever, Four51, Moosend and Reflektion and Medallia’s acquisition of Decibel.