MarTech Industry News & Trends (June–July 2025)

• The number of MarTech solutions grew to 15,384 in 2025, up 9% from 14,106 in 2024 per Chiefmartec.
• MarTech has achieved roughly 100× growth since 2011, with AI-native startups flourishing as legacy products consolidate or exit.
• Only 25% of marketers report well-integrated tech stacks while 96% are satisfied with their tools, highlighting ongoing data integration challenges.
• Snowflake and Acxiom announced a strategic partnership to build an AI-powered marketing data environment using first‑party data at scale.
• Salesforce released Agentforce 3, adding 200+ pre-built actions, a new Command Center, updated architecture, and Slack Channels for AI-assisted collaboration.
• Adobe expanded GenStudio with Firefly-powered image generation, automated video reformatting for multiple channels, and a deeper partnership with Amazon Ads for AI-personalized ads at scale.
• Klaviyo unveiled AI-powered cross-channel features, including an omnichannel campaign builder, Channel Affinity, multi-touch attribution analytics, and native WhatsApp support, with Channel Affinity going live in June 2025.
• Talon One raised $135 million in growth funding in July 2025 to accelerate AI-driven loyalty solutions.
• Oktopost acquired Milk Video in mid-June 2025, enabling integrated video content creation and repurposing tools for B2B social marketing.
• CallMiner acquired VOCALLS to enhance AI-powered voice and chatbot automation for enterprise contact-center workflows.

Major News Stories & Developments (Mid-2025)

The MarTech (marketing technology) industry saw accelerated integration of AI across platforms during June and July 2025. Nearly all major vendors rolled out new AI-driven features, from generative content tools to autonomous agents, signaling that AI has become a core theme in MarTech innovation ^{[1] [2]}. For example, Salesforce introduced its “Agentforce AI” initiative as part of a next-gen Marketing Cloud (phasing out the old Pardot brand) to automate campaigns and content creation using Salesforce’s Data Cloud ^[3]. Adobe, similarly, announced AI enhancements to its GenStudio content platform, including Firefly-powered image generation and automated video reformatting for personalized ads ^{[4] [5]}.

Another major development was the continued expansion of the MarTech landscape despite predictions of contraction. According to industry analyst Scott Brinker’s latest Marketing Technology Landscape report, the number of MarTech solutions grew to 15,384 in 2025 (up 9% from 14,106 in 2024) ^{[6] [7]}. This marks a 100× growth since 2011, with a surge of new AI-native startups entering the scene even as older solutions consolidate or exit ^{[8] [9]}. In fact, many legacy MarTech products from the 2010s are either being acquired or fading away, while “AI-native” entrants are blossoming to meet marketers’ evolving needs ^[10]. This dynamic highlights a dual trend of consolidation at the top end and diversification at the long tail of the industry.

Marketers are optimistic yet challenged in this environment. The annual State of MarTech 2025 research (launched in late June) revealed an industry “brimming with optimism and ambition, but facing persistent operational challenges” in realizing AI’s potential ^[11]. Data quality and integration remain key hurdles – only 25% of marketers have well-integrated tech stacks despite 96% reporting high satisfaction with their tools ^[12]. This has driven increased investment in customer data platforms and connectivity. Indeed, marketing data infrastructure was a focus of news in this period: Snowflake announced a strategic partnership with Acxiom to build an AI-powered marketing data environment, aiming to transform how brands leverage first-party data for AI-driven marketing at scale ^{[13] [14]}.

Another headline theme was partnerships to combine AI and industry expertise. Tech service firms are teaming up with MarTech providers to help enterprises adopt AI. For instance, Cognizant expanded its alliance with Salesforce to offer new AI-driven “autonomous customer engagement” services, blending human expertise with Salesforce’s AI agents to boost contact center productivity ^{[15] [16]}. Similarly, Cognizant and Google Cloud jointly launched an AI-powered contact center solution to deliver hyper-personalized service across the entire customer journey using autonomous agents ^{[17] [18]}. These collaborations underscore how AI is driving cross-company initiatives in the MarTech ecosystem.

Product Launches & Updates from Key Players

Multiple major MarTech platforms debuted significant product updates in June–July 2025, many of them centered on AI and automation:

• Salesforce: Released Agentforce 3, a major upgrade to its digital labor platform for AI-driven workflows. Agentforce 3 added a new Command Center, an updated architecture, open standards support, and 200+ pre-built actions to accelerate AI deployment in business processes ^{[19] [20]}. Salesforce also deepened collaboration features by embedding Slack into its CRM interface – introducing Salesforce Slack Channels that merge customer records with real-time team conversations for AI-assisted collaboration ^[21].
• Adobe: Introduced new AI innovations for its Adobe GenStudio “all-in-one” content platform. The updates enable rapid production of personalized marketing content by automatically reformatting videos for different channels and generating tailored display ads using Adobe Firefly AI ^{[22] [23]}. Adobe’s expanded partnership with Amazon Ads now allows marketers to create AI-personalized ads at scale directly within GenStudio ^[24].
• Freshworks: Rolled out the next generation of its Freddy Agentic AI platform for customer engagement. The release added multiple specialized Freddy AI agents (for email support, search, root-cause analysis, etc.) and launched a new Freddy AI Agent Studio, a no-code builder for creating and deploying custom AI agents to automate support workflows ^{[25] [26]}.
• Genesys: Announced Genesys Cloud AI Studio, a centralized hub for building and scaling AI solutions in customer experience ^[27]. The first module, Genesys Cloud AI Guides, provides tools to design and manage intelligent virtual agents with greater autonomy across complex customer journeys ^[28]. This is part of Genesys’s broader push toward “experience orchestration” with AI at the core.
• Sitecore: Launched Sitecore.ai, a new digital experience solution that combines content, data, and AI intelligence to enable the “next era” of real-time digital engagement ^[29]. Sitecore.ai provides an interactive environment for marketers to explore use cases like one-to-one personalization, conversational discovery, and intelligent automation in content marketing ^[30].
• Klaviyo: Unveiled AI-powered cross-channel marketing features, including an omnichannel campaign builder, Channel Affinity (AI-driven customer channel preference tracking), multi-touch attribution analytics, and native WhatsApp support ^[31]. These tools, powered by Klaviyo’s AI, help B2C brands personalize engagement in real time across email, SMS, and messaging apps. (The Channel Affinity feature went live immediately, with multi-touch attribution following by end of June ^[32].)
• Treasure Data: Debuted five new AI Suites in its Customer Data Platform to improve customer experiences ^[33]. The suites (Personalization AI, Engagement AI, etc.) apply AI models to first-party data for tasks like predicting customer behavior, personalizing content, and orchestrating cross-channel campaigns – signaling the growing importance of AI in CDP offerings.
• HubSpot: Experimented with generative AI in CRM – notably via a ChatGPT-powered “Deep Research” connector to glean insights from CRM data ^[34]. While still in early stages, this reflects how even inbound marketing and CRM platforms are exploring AI assistants for sales/marketing insights (though HubSpot has flagged concerns around output quality and governance in these experiments ^[35]).

Other notable updates came from Omnichannel CX and analytics tools. For example, Mosaicx (an AI virtual agent provider) launched a next-gen version of its Engage platform to deliver more adaptive, voice-led self-service experiences ^[36]. Contentstack expanded its headless CMS with Data and Insights capabilities for real-time personalization across channels ^[37]. Mixpanel enhanced its analytics suite with session replay, AI-driven anomaly detection, and data warehouse integrations ^[38]. These product launches collectively highlight how MarTech vendors are racing to infuse AI, real-time data, and automation into their platforms.

Mergers, Acquisitions & Funding Announcements

Industry consolidation and investment activity remained robust through mid-2025, with several notable M&A deals and funding rounds in the MarTech space:

• Personalization & Testing: Monetate announced it acquired SiteSpect, merging two leaders in personalization and A/B testing ^[39]. The combined platform will allow marketers to run unified website and mobile personalization campaigns with real-time testing capabilities, all while ensuring consistent user experiences across channels ^[40]. This deal exemplifies the trend of vendors combining strengths to offer more comprehensive marketing solutions.
• B2B Marketing Data: HG Insights, a provider of B2B go-to-market intelligence, acquired TrustRadius, a popular business software review platform ^[41]. By integrating TrustRadius’s buyer intent and product review data, HG Insights aims to create a richer “buyer intelligence” platform for B2B marketing and sales teams ^[42]. The HG Insights CEO noted that combining their market intel with TrustRadius’s buyer insights will deliver more in-market leads and high-propensity target accounts for revenue teams ^[43].
• Social Media & Video Marketing: Oktopost – a B2B social media management and employee advocacy platform – acquired Milk Video, a video creation tech company ^[44]. This acquisition (announced in mid-June) enables Oktopost to offer integrated video content creation and repurposing tools, reflecting the growing importance of video in B2B social marketing ^[45].
• Customer Experience AI: CallMiner, a conversational analytics provider, acquired VOCALLS, a voice-centric conversational AI platform ^[46]. By adding VOCALLS’s voice and chatbot automation tech, CallMiner can help enterprises automate customer service interactions and optimize contact center workflows with AI. This aligns with the wave of contact-center-focused MarTech consolidation as companies seek end-to-end AI solutions for customer support ^[47].
• Major Funding – Loyalty Tech: In one of the largest funding deals of the period, Talon.One (a loyalty and promotions platform) raised $135 million in growth funding in July ^[48]. The round, led by Silversmith and Meritech Capital, will fuel Talon.One’s expansion and AI-driven innovation in enterprise loyalty solutions. Talon.One’s platform unifies loyalty programs, promotions, and gamification using data from any source, and counts brands like Adidas and Sephora as clients ^[49]. This hefty investment underscores investor confidence in MarTech infrastructure that drives customer retention and personalized offers.
• Other Investments: Various startups secured smaller rounds, indicating continued VC interest in MarTech niches. For instance, Peec AI (marketing analytics) raised €5.2M in seed funding in June, and Berlin-based B2B marketer startup Siara reportedly closed a Series A (illustrative of ongoing funding momentum). While not all were headline-grabbing amounts, these fundings highlight that capital is still flowing into MarTech, especially for AI-powered solutions.

Overall, mid-2025’s M&A and funding show a consolidation of capabilities (established firms buying complementary tech) alongside infusions of capital for growth, particularly in areas like loyalty, AI analytics, and customer data. Analysts expect this consolidation to continue as larger vendors fill gaps in their portfolios and well-funded challengers push innovation.

Forecasts & Market Analyses

Industry research reports and analyst commentary from summer 2025 provide valuable context on market size, growth, and strategic trends:

• Market Size & Growth: The global Marketing Technology market is projected to reach approximately $580 billion in 2025, with a CAGR of ~20% in the coming years ^[50]. A North America-specific report pegs the NA MarTech market at ~$470B by 2030 ^[51]. These estimates reflect robust spending as marketing organizations invest in tech for automation, data management, and customer engagement. The MarTech landscape supergraphic (see figure above) further quantifies the growth in vendors: up 9% year-over-year in 2025 to 15,384 solutions ^[52]. Notably, the proliferation of AI-centric startups contributed to this growth, even as ~1,200 older solutions were retired or acquired in the past year ^{[53] [54]}.
• Analyst Predictions: Industry analysts foresee continued consolidation ahead. Forrester’s 2025 CMO predictions (published earlier) emphasized that marketers will “clear out the clutter” in their stacks, consolidating redundant tools, while focusing on data hygiene, privacy compliance, and AI automation as operational priorities. In line with this, we see big players integrating end-to-end suites and smaller categories (e.g. standalone attribution tools or basic automation apps) at risk of fading if they don’t incorporate AI ^[55]. Gartner and IDC have also stressed the importance of marketing AI governance – ensuring quality data inputs and model transparency – as MarTech usage of AI scales up.
• State of MarTech 2025 – Key Insights: A comprehensive study by Clevertouch (with University of Stirling) highlighted both optimism and challenges among marketers ^[56]. Some key findings: 62% of organizations expect to increase MarTech budgets in 2025, driven by ROI gains and CFO buy-in, particularly to modernize data infrastructure and scale AI use ^[57]. At the same time, integration woes persist – only 27% reported having “well-integrated” MarTech stacks, and lack of integration was cited as the #1 barrier to AI adoption ^[58]. Migration is now routine: 70% of companies have switched a core marketing platform in the past 3 years, and many plan to switch again within 12 months due to AI hype and misalignment with vendor roadmaps pushing them to seek better fits ^[59]. Moreover, true hyper-personalization remains aspirational – while nearly all marketers believe in its importance, only 8% run highly personalized campaigns today, mainly due to data and skill gaps ^[60]. This suggests a gap between MarTech’s potential and current reality, which savvy vendors and practitioners are racing to close.
• Market Sentiment: Despite challenges, the overall sentiment is positive – “optimism and ambition” prevail in MarTech departments ^[61]. Businesses are learning to navigate a post-pandemic digital-first world, with MarTech seen as a key enabler of customer-centric growth. Analysts note that success in 2025 and beyond will require balancing innovation with operational excellence: investing in data quality, integration, and training to fully leverage the new AI-powered tools ^[62]. The consensus from research firms is that MarTech is entering a more mature phase – moving past shiny object syndrome towards a focus on strategic outcomes and measurable ROI from technology investments ^{[63] [64]}.

Expert Commentary & Industry Leader Insights

Industry leaders and experts offered valuable commentary on these trends during the early summer of 2025. A few notable insights and quotes:

• Scott Brinker (ChiefMartec.com editor) – in unveiling the 2025 Martech Landscape – observed that the martech sector has achieved “100× growth since 2011”, yet “while new AI natives continue to blossom, the previous generation is consolidating more.” ^[65] He highlighted an “exploding ‘hypertail’ of custom software” as more companies build bespoke marketing apps, even as major platforms merge or acquire others ^{[66] [67]}. Brinker’s takeaway is that AI is a double-edged sword: lowering barriers for new entrants (many specialized AI tools launching) but also raising the bar for legacy products (which must either integrate AI or get left behind).
• Richard Shafe (Clevertouch Consulting) – at the State of Martech 2025 event – emphasized that marketers must tackle foundational issues to capitalize on AI. He noted that the industry is optimistic but “facing persistent operational challenges”, and stressed that data quality, platform connectivity, and clear ROI goals are essential to “unlock the full value” of AI in marketing ^{[68] [69]}. This sentiment was echoed by many panelists: the excitement around new AI features is high, but success will depend on less glamorous work in data management and skill development.
• Spenser Skates (CEO of Amplitude) – commented on the launch of Amplitude’s AI tools, saying that with always-on AI analysis, “product development shifts from a slow, step-by-step process to a high-speed, multi-track system where strategy, analysis, and action can happen at the same time.” ^[70] This quote reflects a broader trend in MarTech and product analytics: AI can compress insight-to-action cycles, enabling teams to iterate and personalize experiences faster than ever before.
• Neha Sampat (CEO of Contentstack) – highlighted the importance of context in personalization, quipping “If content is king, context is queen.” ^[71] When launching Contentstack’s new data and insights module, she explained that their adaptive DXP enables one-to-one experiences in real time, and “no other platform can enable personalization at scale like this” ^[72]. Her emphasis on contextualization underscores a key theme: winning in MarTech now means not just producing content or campaigns, but using data to serve the right message at the right time in the right channel.
• Tyler Carlson (Salesforce, on the Skillsoft partnership) – remarked on the blending of learning platforms with CRM, saying “Having Skillsoft CAISY within Salesforce will unlock the next evolution of how humans and AI agents together deliver quality training and great customer experiences at scale.” ^[73]. This points to an emerging philosophy that human+AI collaboration (whether in marketing, sales, or service) yields the best outcomes – AI handles repetitive tasks or data processing, while humans focus on strategy and creative decision-making.
• Jitesh Ghai (CEO of Hyland) – in a July webcast on content management, discussed AI’s role in extracting value from unstructured data. He noted that AI can “give structure to unstructured data, allowing for analytics and automation previously impossible”, essentially turning content repositories into actionable insights ^[74]. This expert view reinforces why content management and DAM (digital asset management) systems are rapidly adopting AI: to automate tagging, analysis, and even content creation, thereby converting what was once dark data into marketing intelligence.

These voices – from entrepreneurs to analysts – collectively stress that AI is the driving force in MarTech’s current evolution, but they caution that strategy and fundamentals must not be overlooked. The emphasis on data quality, integration, and human-AI synergy is a common thread. As Scott Brinker humorously alluded, the job of marketing technologists is no longer just about assembling tools (“before electricity and indoor plumbing,” marketers could hack things together); now it’s about orchestrating complex ecosystems in a smart way ^{[75] [76]}.

Emerging Trends & Technologies Influencing MarTech

Several key trends and emerging technologies are shaping the MarTech landscape in mid-2025:

• Generative AI in Marketing: The biggest trend is the explosion of generative AI applications for marketing – from content creation to campaign optimization. Dozens of product launches this period featured AI content generators, whether for copy, images, or even videos. For example, Creatopy’s new Live Data feature generates dynamic ads that auto-update with real-time data feeds (useful for retail pricing, sports odds, etc.) ^[77]. Idomoo introduced AI Video Ads that let marketers produce video creatives via text prompts and auto-generate voiceovers or multilingual versions ^[78]. Email and SMS marketing platforms like Omnisend rolled out AI assistants to draft subject lines and copy based on past campaign data ^[79]. This trend indicates marketers are increasingly turning to generative AI to scale content production and personalization in a way that was previously impossible manually.
• AI “Agents” and Automation: Building on generative AI, there’s a wave of autonomous agents and AI-driven automation being embedded in MarTech tools. Vendors are using terms like “agentic AI” and positioning their software as co-pilots for marketers. Freshworks’ Freddy AI agents, Cresta’s omnichannel AI agent for contact centers ^[80], Salesforce’s Agentforce bots, and Globant’s suite of AI marketing agents ^[81] all exemplify this. Even workflow and integration tools are visualizing AI agents: for instance, Make.com launched Make Grid to visually map out automation scenarios in real time ^[82]. The Model Context Protocol (MCP) is emerging as a connective standard, enabling different AI agents to securely tap into enterprise data (Wrike’s new MCP Server allows AI copilots like Microsoft’s or Anthropic’s to act on project management data ^[83]). The upshot is marketing operations are moving toward an “autopilot” mode for routine tasks – with humans supervising AI that can execute multi-step campaigns, respond to customer behavior, and optimize on the fly.
• Customer Data & Privacy: With third-party cookies on the wane, first-party data platforms and identity resolution are critical. We saw multiple developments in this arena: Hightouch launched an Adaptive Identity Resolution feature to unify fragmented customer data into profiles using both strict and fuzzy matching ^[84]. Cordial’s new AI “Price Sensitivity” metric and other dynamic attributes help predict customer lifetime value and adjust messaging frequency accordingly ^{[85] [86]}. There’s also attention on privacy-compliant analytics – e.g., Floyi’s AIRS Analyzer now shows brands how various AI search engines (Bing’s AI, Google’s SGE, ChatGPT plugins, etc.) display their content, reflecting the need to monitor one’s presence in AI-driven search results ^{[87] [88]}. Additionally, compliance-focused features like Talkdesk achieving FedRAMP authorization for its CX cloud (meeting strict government security standards) show the continued importance of trust and compliance in MarTech offerings ^[89].
• Hyper-Personalization & Real-Time Engagement: A clear trend is the push towards real-time, omnichannel personalization. Many product updates (Adobe GenStudio, Treasure Data AI suites, Klaviyo’s features, Contentstack’s DXP, etc.) are geared toward delivering the right content to the right customer at the right moment, across channels. The partnership between Snowflake and Acxiom to create an AI marketing data infrastructure aims to give brands more control and visibility of data across all touchpoints for this very reason ^{[90] [91]}. In the ad tech sphere, efforts like Integral Ad Science’s new attention metrics for Snapchat (combining eye-tracking with quality scores to create an “Attention Index” for ads) show how metrics are evolving beyond clicks to deeper engagement ^[92]. Marketers are increasingly interested in measuring attention and emotional resonance – as evidenced by startups like DAIVID, which launched an AI tool to predict creative effectiveness via facial coding and eye-tracking analysis of ads ^{[93] [94]}. All of this is in service of maximizing personalization and impact, moving from mass email blasts to one-to-one curated experiences.
• Consolidation of Martech Stacks: As noted earlier, a strategic trend is the consolidation and integration of MarTech stacks. Instead of juggling dozens of point solutions, companies are gravitating to platforms or tightly knit suites. The acquisitions of SiteSpect by Monetate and TrustRadius by HG Insights reflect this, as does the expanded partnership of TTEC with Zendesk to offer a full-stack CX solution with Amazon Connect and AI built in ^[95]. Even at the SMB level, Pipedrive’s revamped partner program aims to bring more consultants into its ecosystem to serve as a one-stop CRM+marketing solution for small businesses ^{[96] [97]}. The trend is toward fewer, more powerful integrations – marketers want seamless flows of data and unified user interfaces, prompting vendors to either build, buy, or partner to fill gaps.
• Upskilling and AI Education: A softer but important trend is the focus on training marketers for the AI era. In June, a program called AI+ Marketing launched to certify marketing professionals in AI technologies without being product-specific ^[98]. This reflects a recognition that success with MarTech isn’t just about the tools, but also people. Companies are hiring AI-savvy leaders (e.g., Genesys appointing a new CIO with cloud/AI expertise to drive its tech strategy ^[99]) and investing in upskilling their teams on data analytics, AI-driven decision making, and agile marketing. As one survey noted, tech leaders are actively thinking about “how they’ve equipped themselves with the skills needed to lead through [this] AI moment” ^[100]. This human capital development will influence how well organizations can leverage the fancy new tools at their disposal.

In summary, the MarTech landscape of June–July 2025 is defined by AI-fueled innovation, but it’s also navigating the practical realities of integration, data governance, and user adoption. Marketers are riding a wave of new capabilities – from generative content and intelligent agents to advanced analytics – while also pruning and organizing their tech stacks to maximize value. The period’s news highlights a sector in transformation: enthusiastic about the promise of technologies like generative AI, yet increasingly mindful that lasting success will come from balancing “brains and brawn” – i.e., powerful tech and sound strategy. The rest of 2025 promises to further test how MarTech organizations strike that balance, as the pace of change shows no sign of slowing ^{[101] [102]}.

Sources:

• Chiefmartec (Scott Brinker) – 2025 Marketing Technology Landscape Supergraphic ^{[103] [104]}
• Clevertouch – State of Martech 2025 Recap ^{[105] [106]}
• Solutions Review – Weekly MarTech News Round-ups (June 6, 13, 20, 27 2025) ^{[107] [108] [109] [110]}
• MarTech.org – Latest AI-Powered MarTech Releases (July 3, 2025) ^{[111] [112]}
• FinSMEs – Talon.One Funding Announcement, July 2, 2025 ^{[113] [114]}
• Business Wire/Press Releases – Adobe GenStudio Updates ^[115]; HG Insights–TrustRadius Acquisition ^[116]; Oktopost Acquisition ^[117]; etc.
• Statements from industry leaders: Amplitude CEO ^[118], Contentstack CEO ^[119], Salesforce (Tyler Carlson) ^[120], Hyland CEO ^[121], among others.

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