2023年第二季度：销售与市场营销科技行业报告

Q2 2023 AUSTINLOSANGELESMINNEAPOLISNASHVILLESEATTLE Executive Summary •Despite economic uncertainty, the sales & marketing technology industrycontinues to growas socialcommerce, generative AI, and consumers’ evolving preferences help to drive growth ‒The global marketing technology industry is growing at a19.8% CAGRand is expected toexceed$670Bby20261 •In today’s information-rich world where there is a plethora ofinauthentic contentand anabundanceofeCommerceoptionality, consumers desire atailoredexperience with71%expectingpersonalization2 •Looking at the broader economic environment, easinginflationarypressure, a resilientlabor market, andstrongGDP growthhave led some economists to becautiously optimisticthat the US economy may beable to achieve a soft landing as targeted by the Federal Reserve. In the US,GDPgrew by2.4%annualizedin Q2 2023, annualinflationfellto3%in June, and the Julyunemploymentrate was3.5%,justabovethelowestlevel since 19693 ‒Revised projections show that globaldigital ad spendis expected toaccelerate, growing9.5%in2023compared to8.5%in2022and reaching more than$600Bby the end of the year4 ‒Despite positive economic signals, a recent survey revealed thatmarketing budgetsgrew byonly2.9%YoY in March2023, marking a significantdecreasefrom10.4%YoY growth in September20225 •Bothcapital raiseandM&Atransaction volume remainlargely subduedcompared to the peaksexperienced in 2021. In Q2 2023,M&A activity increased slightly,remaining consistent with previouslevels.Capital raise activityincreased noticeably marking reversal from last quarter5 ‒There were80 M&Atransactions inQ2 2023compared to76inQ1 2023. Capital raise volumeincreased noticeablywith64transactions inQ2 2023compared to54inQ1 2023 •Looking ahead, we expect thesales & marketing industry to stabilize but remain below the elevated2021 levelsas growth subsidies and investors seek quality companies at a discounted valuation ‒However, attractive companies with good operating metrics will continue to receivestrong interestandoutsized valuations Agenda Industry Overview 1 Transaction Detail 2 3 4 5 Section I IndustryOverview Sales & Marketing IndustryDrivers & Dynamics Sales & Marketing Tech Continues Rapid Innovation and Growth Consumers Desire Personalization In The Age Of Authenticity In today’s information-rich world where consumers are inundated with content andadvertising, personalization is vital to driving conversion and decreasing acquisition costs Strong growth is driven by changing consumer behavior, increasing digital adoption, newtechnologies including generative AI as well as marketers’ increasing demand for moresophisticated and complex technologies Large Imbalance Between Consumer Attention And Ad Spend Digital Ad Spend Is Expected To Rise Despite Economic Conditions Despite economic uncertainty, recent revised projections show digital ad spend acceleratingin 2023, albeit significantly slower compared to prior double-digit growth as spend normalizes Despite Meta receiving the largest share of total digital ad spend in the US, consumers areincreasingly spending time on other platforms resulting in a substantial imbalance in spend Generative AI IsPoised To Transform Sales & Marketing AI Popularity Has Exploded Recently As It Becomes Ubiquitous AI Is Transforming Marketing And Customer Experience3 The recent surge in AI popularity can be seen through the rapidincrease in Google searches as tools like Chat GPT become commonhousehold names and penetrate even non-technical users AI Market Poised for Remarkable Growth The rise in demand for solutions that enhance efficiency and productivity as well as theplethora of AI use cases are propelling growth in the global artificial intelligence market AI Marketing Specific Use Cases Content Creation:Text and imagegeneration for email, social, and othercampaigns Personalization:Analyzing audiencebehavior and targeting with tailoredcontent Customer Service:Chatbots andvirtual assistants automate customerinquiries and support Lead Generation:Predictive leadscoring prioritizes sales outreachand conversion efforts Market Opportunity Map:CRM Sales and Digital Commerce Software Digital Commerce & Sales Subsector Market Map, Worldwide1 Strong Industry Tailwinds Drive GrowthIn Sales & Marketing (Market Size 2026, $ in Millions) ‒As digital adoption continues to accelerate andeCommerce proliferation rises, consumer behaviorshifts and businesses seek leading solutions to staycompetitive, enhance their online presence, optimizesales processes, and meet the evolving demands oftheir customers ‒Unified commerce is also impacting the industry ascustomers leverage omnichannel shopping andbusinesses seek to deliver a continuous experienceacross the customer journey and merge both onlineand offline operations High Growth Subsectors With StrongPotential ‒Although historically underutilized, PartnershipRelationship Management and Channel Ecosystemsolutions are exp