New 'MarTech' overview

Erik Hartman
May 9
2 min read

Recently, Real Story Group released its latest “Martech Stack Vendor Map. With more vendors, a new 'line' and new insights. I often use this overview to get a picture of the market for tools in digital communications and marketing.

Real Story Group's consultants are truly independent and have decades of experience analysing digital marketing tools. They list more tools than other agencies and also make connections.

Their London metromap-style overview runs across several lines such as web content & experience management (WCM), digital asset management (DAM), customer data platforms (CDP), omni-channel content platforms and has as its latest line, “AI for marketing.

MarTech continues to move forward

Tony Byrne, founder of RSG on this new overview: “MarTech marketplaces are more fragmented than ever. There are viable new vendors entering the marketplace regularly, but the old guard, with few exceptions, is still holding out. In other words, you have more choice than ever.”

The chart also reflects other trends. DAM and WCM technology are shifting into new roles. The CDP market is growing .... and shrinking. Some markets are getting warmer, others colder.

Get caught up on Tony's webinar

Tony has a lot to say about all that in a quick webinar about this new edition of the card in a webinar on April 30. Registration for the webinar is open.

Read the LinkedIn article 2025 MarTech Subway Map by Tony Byrne.