2026年营销科技现状报告

by Scott Brinker and Frans Riemersma Sponsored by: Authors Scott Brinker,dubbed the “godfather of martech” byAd Age, has been analyzingmartech and its impact on marketing organizations for more than 17 years as theeditor of thechiefmartecblog. Previously, he served as VP platform ecosystemat HubSpot, and before that he was co-founder and CTO of ion interactive, apioneering no-code platform for creating interactive content. He authored thebest-selling bookHacking Marketingand co-authored the recent best-sellerThe New Automation Mindset. He holds graduate degrees in computer scienceand management from Harvard and MIT. He jointly produces theMartechMapmarketing technology landscape with Frans. Frans Riemersmais a marketing technologist, researcher, and advisor. Withover 30 years of consulting experience, he blends qualitative expertise withquantitative martech data on stacks, vendors, and requirements, all consolidatedin a proprietary Martech Data Warehouse. These insights power industryreports and tailored benchmarks for global enterprises through his company,MartechTribe, which specializes in martech research and benchmarking.Together with Scott Brinker, he produces theMartechMap, the definitiveoverview of the marketing technology landscape. Frans is the author ofA SmallBook on Customer Technology, co-author ofMarketing Tech MonitorandHelloFirstname, and a regular contributor to Martech.org and CMSwire. He frequentlylectures at Business Universities, Business Schools, and Chartered Institutes. Sponsors This report is sponsored by:GrowthLoop,Hightouch,Knak,MoEngage,Pega,Progress,SAS Insights from Our Sponsors “[In contrast to coding with AI], marketing is not a verifiable domain. You can’t send100,000 emails to someone until they purchase a product you’re trying to sell.” – Anthony Rotio “Underneath all the AI noise, I thinkwe’re going to see a renaissance inhow we really talk to our audience —the best way, the most personalizedway, the most human way.” “Marketing is fundamentally a roleof taste, judgment, and creativity. Iactually think marketing teams willbe among the least affected by AIheadcount reductions.” – Brendan Farnand – Tejas Manohar “Forward-looking marketers are increasingly becoming managers of AI agents andagentic workflows rather than campaign creators.” – Raviteja Dodda “Humans are still ultimately the onesconsuming the message. You need tobuild for agents, but understand thathumans are still the end consumer.” “Data silos are the enemy of AI. YourAI is only as good as your data. Itdoesn’t matter how much money youspend on a wonderful AI tool if yourdata is not connected.” – Sara Faatz – Tara DeZao “The shift we’re seeing is natural and what the market is demanding — that move fromtraditional CDP capabilities to CDPs becoming context-ready decision layers.” – Jonathan Moran Content Introduction 1 The Shape of the TransformationThe Fits and Starts of AI’s Fast LaneThe AI-Martech Ecosystem Is Converging on MCPScarcity Mindset vs. Abundance Mindset, ReduxThe Inner Game and the Outer GameFrom Silent Movies to Talkies toArmageddon2457810 12 The Flow Beneath the “Flat”The Content Marketing Boom-BustThe Landscape as a Martech Market ThermometerWhere Growth Is Actually HappeningThe Reinvention of SEO as AEO (or GEO)Hypothesizing the Future Shape of the Landscape141618202325 Where Marketers Are Flying with AI29 The Through-LinesBuild vs Buy Is the Wrong QuestionThe Stack Is Stratifying, Not ConsolidatingB2B Leads on Breadth; B2C Builds for DepthThe Trust LadderThe Governance GapRAG Everywhere — The Hidden Connective TissueAdvertising & PromotionsContent & ExperienceSocial & RelationshipsCommerce & Sales2930313233343537404346 Data50 Management53 Context: The Creature in the Chrysalis57 The Spaces Between Our ContextsContext Has Many Layers at Many SpeedsContext is a Decision-Time GameThe Real Butterfly Effect in Martech59636669 Sponsor Interviews 71 Causal AI and the Future of MarketingHow AI Agents Will Reshape the Marketing WorkflowThe Campaign Creation RenaissanceOpen and Explainable AI in MarketingThe Self-Orchestrated Customer Journey in Real TimeThe Future of CMS in an Agentic WorldThe Middle Layer as Martech’s Center of Gravity71798693100106112 Introduction If you’re wondering what that image on the cover is, it’s a chrysalis — thestructure a caterpillar builds around itself before it becomes something elseentirely. We chose it deliberately. The tech industry loves its evolution metaphors. Products “evolve.” Platforms“mature.” Categories go through “natural selection.” These are comfortingframings because they imply continuity. The thing you knew yesterday is stillrecognizable today, just slightly improved. A caterpillar with better legs. But that’s not what happens inside a chrysalis. What happens is far moreradical. The caterpillar essentially dissolves. Its cells break down into anundifferentiated soup, and from that soup, an entirely different organi