Sales, Marketing & CX · 57 categories

Marketing Technology

Marketing technology is the stack of software marketers use to plan, run, and measure campaigns across channels, from email automation and paid advertising to CRM, analytics, and personalization tools that help teams attract, convert, and retain customers.

Last assessed September 2026 · scored daily, published quarterly via The Continuum.

Categories in Marketing Technology

Build or buy A/B Testing & Experimentation? Build or buy Account-Based Marketing (ABM) Platform? Build or buy Ad Creative Intelligence Platform? Build or buy Ad Creative Testing & Pre-Testing Platform? Build or buy Ad Verification & Brand Safety Platform? Build or buy AEO / AI Search Visibility Platform? Build or buy Agile Market Research Platform (Self-Serve Consumer Insights)? Build or buy B2B Content Syndication & Lead Generation? Build or buy B2B Content Syndication Network? Build or buy B2B Intent Data Platform? Build or buy Brand Ambassador & Advocacy Management Platform? Build or buy Brand Health Tracking Platform? Build or buy Co-op & MDF Fund Management Platform? Build or buy Competitive Ad Intelligence Platform? Build or buy Content Generation / Copywriting? Build or buy Creative Management Platform (Ad CMP)? Build or buy Cross-Channel Ad Campaign Management Platform? Build or buy Digital Out-of-Home (DOOH) DSP? Build or buy Direct Mail Automation? Build or buy Dynamic Creative Optimization (DCO) Platform? Build or buy Email Deliverability & Inbox Placement Platform? Build or buy Email List Hygiene & Validation Platform? Build or buy Email Marketing (standalone)? Build or buy Enterprise Social Media Management? Build or buy Event Management – On-Site? Build or buy Event Management – Virtual? Build or buy Influencer Marketing Platform? Build or buy Interactive Content Platform (Quizzes, Calculators, Assessments)? Build or buy Landing Page Optimization Platform? Build or buy Local Marketing Automation (Multi-Location)? Build or buy Loyalty Management? Build or buy Market Development Fund (MDF) Management? Build or buy Marketing Automation – B2B? Build or buy Marketing Automation – B2C? Build or buy Marketing Automation – SMB? Build or buy Marketing Content Localization Platform? Build or buy Marketing Mix Modeling (MMM) Platform? Build or buy Marketing Performance Analytics? Build or buy Marketing Resource Management (MRM)? Build or buy Personalized Video Platform (At-Scale Data-Driven)? Build or buy Podcast Advertising Technology? Build or buy PR & Media Monitoring Platform? Build or buy Product Analytics? Build or buy Programmatic Audio Advertising Platform? Build or buy Programmatic DSP (Demand-Side Platform)? Build or buy Referral Marketing Platform? Build or buy Retail Media Network Technology? Build or buy Retail Trade Promotion Management (TPM)? Build or buy SEO Tools? Build or buy SMS Marketing? Build or buy Social Media Listening? Build or buy Through-Channel Marketing Automation (TCMA)? Build or buy UGC Management & Rights Platform? Build or buy Video Marketing Platform (Hosted, Marketer-Focused)? Build or buy Video Testimonial Collection Platform? Build or buy Voice of the Customer (VOC)? Build or buy Webinar & Virtual Event Marketing Platform?

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Every category is scored on two axes, strategic differentiation and AI feasibility, and classified Build, Buy, Bridge, or Beware. See the full B4 framework.

The Build Report

Bi-weekly analysis of software categories through the B4 Framework. What to build, what to buy, and how to use AI to make better decisions for your company.