Meet 22 of the most important executives shaping the future of marketing technology

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Meet 22 of the most important executives shaping the future of marketing technology

top people in marketing tech 2x1

Shopify; Oracle Data Cloud; Foursquare; Braze; Ruobing Su/Business Insider

Shopify's Michael Perry, Oracle Data Cloud's Mollie Spilman, Foursquare's Jeff Glueck, Braze's Sara Spivey.

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  • From cloud giants to small startups, tech firms are capitalizing on marketing technology - a market pegged to make $100 billion this year.
  • Business Insider has rounded up 22 top executives leading "martech" companies.
  • Our list reflects the array of companies that specialize in measurement, e-commerce, and data.
  • Click here for more BI Prime stories.

Cloud giants are making billion-dollar bets to build out marketing-tech stacks that crunch reams of data and promise marketers the ability to measure everything from how many people bought something after looking at an email promotion to the exact time that website traffic spiked.

And they can tell advertisers whether any of the paid media they're running worked in getting people to shop.

At the same time, a new crop of smaller and established startups are trying to fend off the cloud giants with tools that help marketers measure data and prepare for privacy laws like Europe's GDPR and the coming California Consumer Privacy Act.

The opportunity for "martech" companies is lucrative. According to research firm Warc, marketers will spend $100 billion on marketing technology this year.

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Business Insider recognizes 22 of the executives leading the charge at marketing-tech firms. Each year we publish a list of the hottest adtech and martech companies. This time we're separating the two categories to reflect the growing number of companies that marketers work with. (We'll publish the adtech list later this year.)

Methodology

To pick the finalists, we used a mix of our reporting and some 60 nominations from readers. We included established companies as well as startups.

We also aimed to put together a diverse group of people, both in the range of titles and responsibilities and in the challenges they're facing. They include measuring marketing spend and preparing for privacy regulation.

The rise of Amazon is reflected in this list too. Retailers are increasingly balancing selling their products on Amazon and their own e-commerce sites, and several companies highlighted help retailers navigate issues like fake reviews, logistics, and advertising.

Here are the 22 martech executives to know, listed alphabetically.

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