MarTech: What It Is, Why It's Important, and Relevant Careers

Key takeaways

Marketing technology, or martech, refers to specialized software applications that help build, automate, track, and enhance marketing efforts.

• Semrush, HubSpot, and Google Trends are examples of popular martech products. 

• Job roles commonly associated with martech include marketing analyst, digital marketing specialist, and marketing automation specialist. 

• You can develop the expertise needed for a martech role by strengthening your skills in data analysis and marketing analytics.

Discover what martech is, the types of software it includes, and relevant martech jobs worth exploring. Afterward, if you’re ready to level up your digital marketing skills, enroll in the Unilever Digital Marketing Analyst Professional Certificate to learn how to create customer journey maps, utilize web analytics, perform search engine optimization (SEO) analysis, and more.

What is martech?

Marketing technology, or martech, encompasses specific software applications used to build, automate, track, and improve marketing efforts. Many industries rely on martech to increase the efficiency of their marketing efforts and better understand what resonates (or doesn’t) with different audiences.

Martech continues to expand. The 2025 Marketing Technology Landscape Supergraphic report from chiefmartec.com revealed 15,384 martech products in 2025, a 9 percent increase from the previous year’s 14,106 [1]. The global marketing technology market size is set to reach $1,379.27 billion by 2030, reflecting a compound annual growth rate (CAGR) of 19.9 percent between 2025 and 2030 [2]. 

Let’s review six of the more common martech types.

Email

Email marketing software allows you to automate your email marketing campaigns, including building email templates and segment lists, scheduling distribution, and monitoring clickthrough rate (CTR) and other important metrics.

• Examples: Mailchimp, Constant Contact

Content creation and content management

Content management systems (CMS) help you create, publish, and monitor website content. Often, using a CMS tool means users don’t have to know how to code to develop attractive, engaging content.

• Examples: WordPress, Drupal, Webflow

SEO

Search engine optimization (SEO) tools can help you improve your visibility on search engines like Google and Bing with keyword research, top search engine results page (SERP), and more. By optimizing your website for search engines, your business can attract more site visitors.

• Examples: Semrush, HubSpot, Google Trends

Is Google Ads martech?

Yes, Google Ads is considered martech. The platform lets you choose from a wide range of campaigns, including search ads, display ads, and video ads. 

Social media

Social media management software makes posting content to social media sites like Facebook and X much easier because you can build and schedule posts in advance. These tools can also track engagement to see how posts perform, as well as brand mentions.

• Examples: Hootsuite, Sprout Social, Buffer

Customer relationship management (CRM)

As the name suggests, customer relationship management (CRM) software helps you manage your customer relationships. CRM software can store customer contact information, track customer interactions, and automate tasks like sending follow-up emails or scheduling appointments.

• Examples: Salesforce CRM, Zoho CRM

Marketing analytics

Marketing analytics refers to software that monitors and collects data about different marketing efforts, which can then be turned into valuable insights. This software can refer to a stand-alone platform like Google Analytics, which gathers data on website performance and engagement, or to martech software (like Sprout Social or Semrush), which offers an analytics function.

• Examples: Google Analytics, Sprout Social, Semrush

What is a martech stack?

A martech stack is a collection of software tools marketing professionals use to manage their work. Think of a marketing stack as a grouping of the software types we reviewed above: content management, customer relationship management (CRM), email marketing, and more.

The type of stack you create will reflect your team’s unique needs. For example, your business may benefit from a larger stack encompassing email, CMS, CRM, and social media software, or you may find that you only need social media and CRM software.

Martech jobs

When you’re interested in working with martech, there are two possible tracks. The first is finding a job on a marketing team that relies heavily on this software. The second is finding a job at a martech company and working in some way on its products.

Below, we’ve sourced five relevant jobs that work in or with martech.

All salary information represents the median total pay from Glassdoor as of November 2025. These figures include base salary and additional pay, which may represent profit-sharing, commissions, bonuses, or other compensation.

Marketing automation specialist

Marketing automation specialists use marketing automation software to synthesize (and automate) repetitive tasks related to marketing campaigns. They often build these campaigns into the relevant software, launch them, and track them to ensure success.

• Median annual US salary (Glassdoor): $94,000 [3]

Digital marketing specialist

A digital marketing specialist works to support a digital marketing team by ideating and executing marketing campaigns across various digital channels, such as content, SEO, and email. They may be responsible for writing, editing, and publishing the content they share across these channels.

• Median annual US salary (Glassdoor): $73,000 [4]

Marketing analyst

A marketing analyst reviews a company’s marketing campaigns and efforts in order to ensure success. Often, they work heavily with data to develop more informed insights that they share with different marketing teams to streamline efforts and adjust campaigns.

• Median annual US salary (Glassdoor): $93,000 [5]

Martech product manager

As a product manager for a martech platform or product, you’re responsible for your product’s strategy, road map, and execution. You’ll focus on the larger vision for your software and oversee a team responsible for delivering on significant milestones.

• Median annual US salary (Glassdoor): $128,000 [6]

Read more: Program Manager vs. Project Manager: What’s the Difference?

Director of product marketing

The director of product marketing oversees product marketing and often manages a larger team of marketers who are tasked with executing the strategy the director develops.

• Median annual US salary (Glassdoor): $233,000 [7]

What skills are needed to succeed in martech roles?

When you’re interested in working in (or with) martech, it’s worthwhile to have a broader understanding of marketing, which can include marketing strategy, marketing channels, and the four Ps, because martech is often used to present a solution to common marketing efforts.

Beyond that larger overview, staying up to date in all aspects of digital marketing, working with data, and thinking critically about what that data suggests can help you find work in and around this industry.

Here are some technical skills and workplace skills that can help you when working in marketing technology roles:

• Adaptability

• Creativity

• Emotional intelligence

• Data analysis

• Marketing analytics

• Organization

• Sales

• Leadership

How to get started in martech

If you’re interested in working at a martech company, figure out which software or platforms seem the most interesting to you and see if that company has any open roles on its careers page. You’ll need to see how your experience and skills align with the job posting and develop your resume and cover letter accordingly.

When you’re interested in working with martech as part of a digital marketing role, it can help to begin identifying the software you need to know. Practice oftentimes goes far, but you can also enroll in an online tutorial or Professional Certificate, like those offered by Google and Meta on Coursera, to strengthen your knowledge of key marketing and data concepts and gain important skills to feature on your resume.

Explore our free digital marketing career resources

Subscribe to Career Chat on LinkedIn to get weekly updates on popular skills, tools, and certifications in digital marketing. Check out these other useful career-building resources:

• Learn terminology: Digital Marketing Terms Every Marketer Should Know

• Discover latest trends: 3 Ways AI is Changing Marketing

• Validate your skills: 6 digital marketing certificates for future marketing pros

Accelerate your career growth with a Coursera Plus subscription. When you enroll in either the monthly or annual option, you’ll get access to over 10,000 courses.

Build job-ready skills with Coursera Plus

Start 7-day free trial

• 
• 
• 
• 

Start 7-day free trial