第一新声：2022年中国MarTech行业研究报告_61页_6mb.pdf
2022 46.15%53.85%261.54%42.31%1-2 MarTech CRM 73%CEM/MarTech 3-5 MarTech Scott Brinker 2008 Marketing Technology 2008 Scott Brinker Marketing Technology Landscape MarTech MA AdTech CRM SCRM CDP SSP EDM CEM MarTech MarTech MarTech MarTech 3 IT/)4 7 CIO 3000 CMO/CIO/CDO CEO 200 1000 19.23%200-1000 46.15%200 34.62%B2B 61.54%B2C 38.46%10 15.38%1-10 38.46%1000-1 38.47%1000 7.69%CMO 69.23%CIO/CDO 8.69%CEO 3.85%18.23%4012022 MarTech MarTech 3-4 MarTech 10 2022 46.15%53.85%61.54%42.31%1-2 MarTech CRM 73%CEM 032022 MarTech 022022 MarTech MarTech CRM MA CEM CDP 042022 MarTech JINGdigital/3-5 5 0506381651552022 MarTech MarTech 3-4 MarTech 2008-2011 2008 MarTech Scott Brinker 2009 Facebook Twitter API MarTech 2011-2014 Google MarTech Scott Brinker MarTech 150 947 500%2014 MarTech 2014 947 2022 9932 10 MarTech 3-4 2011-2014 API DSP ADX SSP AdTech MarTech 2014-2017 MarTech MA CDP 2017 MarTech 2008-2011 2011-2014 2014-2017 2017-MarTech Facebook Twitter API MarTech MarTech 150 947 500%MarTech 2014 947 2022 9932 10 DSP ADX SSP AdTech MarTech MA CDP 7 MarTech MarTech SaaS SaaS+SaaS+PC MarTech MarTech Salesforce Hubspot MarTech MarTech SaaS SaaS+SaaS+8 MarTech 10 MarTech Scott Brinker MarTech Map MarTech 2011 150 2022 9932 6521%56 2019 MarTech 287 2021 400 200 MarTech 10 2021 MarTech 2011-2022 MarTech 9 400 2014 MarTech MarTech MarTech.MarTech MarTech CRM/SCRMCDP MA SaaS10 2021 10 73%3%2018 77/2020 203/2018 278/2020 929/200%2020 2018-2020 27892977203020040060080010002018 2020/2017-2021 11 46.15%30.77%CMO/CIO2022 2022 46.15%53.85%2020 2021-2022/200 CMO/CIO 46.15%2022 2021 53.85%2022 23.08%53.85%3.85%CMO/CIO 38.45%3.85%1261.54%42.31%1-2 61.54%MarTech 42.31%1-2 MarTech 53.85%42.31%3.84%CMO/CIO 1-2 MarTech 53.85%CMO/CIOMarTech/or 38.46%61.54%13MarTech 47.52%程序化广告投放、移动/视频营 销、SEM、原生广 告、投 放技术 等 11.12%创意模版、程序化创意、创意内 容交易、内容 资产管 理等 20.22%CRM、SCRM、CEM、MA、智能客 服等 8.80%CDP、DMP、数据监测与分 析、数 据可视 化等 12.34%商城管理、电商营销、销 售渠道 管理等2022 MarTech CMO/CIO MarTech 47.52%20.22%12.34%/11.12%8.80%14CRM 73%CEM MarTech ADX DSP SSP AdTech MarTech MarTech 11 200 CMO/CIO MarTech/CRM 73%CRM SCRM 54%SCRM 42%CEM CEM CDPBI MA SCRMCRM CMO/CIO73%54%42%31%23%27%19%26%19%15%2022 MarTech/4%152022 MarTech MarTech/H5 MarTechMarTech 17 SEM ROI DSP ADX SSP DMP 1 2 ADX/SSP3 ADX/SSP DSP 4 DSP ADX/SSP 5 ADX/SSP DSP DSP 6 1819 H5 4A H5 DAM 2021 CRM SCRM MA CEM CRM SCRM CEM 2223 CDP DMP 2425/2627251317379500718100313461746224828000500100015002000250030002017 2018 2019 2020 2021 2022E 2023E 2024E 2025E 2026E Frost&Sullivan CRM CRM CRM 2000 CRM CRM 20 CRM CRM 3700 CRM 11%2200 71%CRM CRM 2017 251 2021 718 30%2026 2800 CRMCRM CRM11%71%28 CRM CRM CRM CRM CRM/Know How CRM CRM SCRM SCRM 29 1990-2000 2000-2010 PC+2010 SaaS 2017 NLP AI 2020 30.1 2025 102.5 2020-2025 30%1630.148.766.786.995102.50204060801001202019 2020 2021 2022E 2023E 2024E 2025E Frost&Sullivan 1990-2000 PC+2000-2010 2010-2017 2017 SaaS 30 SaaS BAT 724 2025 95%AI 31 MA Forrester MA 1992 Unica IBM 2008 Scott Brinker MarTech MA HubSpot Marketo Adobe Trade Desk HubSpot Marketing Hub 200 2020 20%20 2016 B2C B2B 2019 2020 7250 2022 10000 20%7501,2001,8002,5003,3005,1006,0797,2508,65010,30012,30014,18502000400060008000100001200014000160002013 2014 2015 2016 2017 2018 2019 2020 2021 2022E 2023E 2024E SharpSpring 1992-2008 11.0 2.0 MA HubSpot 2009-2016 23.0 2016年后 3 32 MA MA/MA B2B B2C To B ERP-SaaS To C To C 33 CEM CEM Fortune 2018 CEM 62.8 2026 239.3 18.2%IDC QY Research Touch Point 2022 CEM 118 CEM CEM 2019 CEM 5 62.874.287.7103.7122.6144.9171.3202.4239.30501001502002503002018 2019 2020 2021 2022E 2023E 2024E 2025E 2026E Fortune CEM 2018 CEM 34 CEM CEM Medallia Qualtrics SaaS CEM CEM CEM CEM CRM CDP API CEM 35CDP CDP David Raab CDP CDP CDP CDP 5 2016 CDP 2018 10 2021 CDP CDP 2020 CDP 18 2021 CDP 32 3-5 CDP 80 2016 CDP 2018 10 CDP 2021 CDP CDP3.55.718325365788601020304050607080901002018 2019 2020 2021 2022E 2023E 2024E 2025E CDP 36 CDP CDP B2B-CDP CDP CDP 372022 MarTech SaaS 2009 Marketingforce IaaS PaaS()All-in-one AI SaaS 400 400+40+10+3901 0203 B2B B2C POS DTC Direct to Customer CDP+SCRM+MA+T-Shop AI 1 One ID 2 3 4 5 40A H C/D SCRM+POS-SCRM B 2016 Galaxy Universe Atlas 41 Excel 1 2 2 3 3 42 43 1 2 3 4 1 2 3 4 1 2 10%20%3 10%30%44 SaaS-SaaS KA 45 1 2 5G 3 4 1 2 30%3 4 80%100%5 46 B2B JINGdigital 2014 B2B B2B MA Marketing Automation SFA Sales Force Automation JINGTrack JINGConnect CDP Customer Data Platform SaaS 47 MA ID Salesforce CRM 1 2 3 JINGconnect CRM 48 2018 Content+Technology ConTech-500+DAM API APP WEB OA 49 1 2 3 4 1 SaaS 2 3 4 VI 5 1 78%2 60%3 6X 4 3X 502022 MarTech/1 2/3+4/MarTech/APP52 CDP+CRM SCRM+MA+CDP One ID MA CRM SFA 53 2021.10 2021.03 2021.03 2021.04 2021.11 2021.12 2022.03 SparkXGroup Marketin 2022.03 SendCloud2022.04 GrowingIO2022.05 Linkflow 3-5 2014 MarTech 2021-2022 MarTech SaaS 54 56 MarTech MarTech Braze Zoominfo Qualtrics Hubspot CRM CEM MA AIGC NFT 57 MarTech CEM MarTech MarTech The Medium Is the Metaphor MarTech MarTech MarTech MarTech 2022 MarTech MarTech 58MarTech MarTech 2022 MarTech MarTech MarTech MarTech JINGdigital CEO CEO RPA VP CMO CMO CMO CMO CEO Charlie Liu CEO JINGdigital 59 CEOEason 60 Gartner 61
