MarketingTechLab
- Company typePrivate
- Founded2019
- HeadquartersHamburg, Germany
- Headcount11–50
- GTM typeB2B
- OfferingServices
MarketingTechLab firmographics
Firmographics- Name
- MarketingTechLab
- Legal name
- MarketingTechLab GmbH
- Website
- https://www.marketingtechlab.de/
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
MarketingTechLab industry classification
Industry- Product category
- Marketing Technology Consulting
- NAICS
- Marketing Consulting Services (541613), Management Consulting Services (54161)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Customer, Marketing & Sales Consulting (BPAHACAG)
- akta.pro secondary industries
- B2B / Industrial Market Research (MPAAALAA), B2B / Account-Based Marketing (ABM) Strategy Consulting (MPAAAFAM)
Keywords
Where MarketingTechLab is headquartered
LocationHeadquarters
- HQ city
- Hamburg
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
MarketingTechLab business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Consulting Services: End-to-end consulting engagements covering digital marketing transformation, MarTech strategy, CX design, data strategy, IT architecture, and organizational operating models. Revenue is generated through project-based professional services engagements with enterprise clients.
- Event Ticketing - Marketing Tech Summit: Annual conference tickets sold to marketing, digital, and technology executives. Ticket categories and tiers exist; participants who submit award applications receive two free tickets.
- Research Publications Sales: Sale of the annual Marketing Tech Monitor benchmark study report and AI special report (whitepaper) via the company's Shopify storefront. Print and PDF versions available.
- Sponsorship and Partnership Packages: Branded sponsorship and partnership packages for the Marketing Tech Summit and Marketing Tech Monitor, offering companies visibility placement, speaking slots, and access to 400+ C-level executives. Packages are individualized and tailored.
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
MarketingTechLab product offering
Product offeringCore offering
MarketingTechLab provides B2B marketing-technology consulting, an annual benchmark study (Marketing Tech Monitor®), an annual C-level conference (Marketing Tech Summit®), and an annual award (Marketing Tech Award®) for the DACH region. Consulting engagements cover customer experience assessment, MarTech stack optimization, AI maturity and strategy, data architecture, and marketing organization redesign.
Product overview
MarketingTechLab operates as a consulting firm and industry intelligence platform—not a unified software product with modules. The core offerings consist of: (1) Consulting Services covering CX-Assessment, MarTech Assessment, and AI/Maturity consulting engagements; (2) Marketing Tech Monitor® — the flagship annual benchmark study on MarTech and AI in the DACH region (2019–2026, eight editions); (3) Marketing Tech Summit® — the annual flagship conference for DACH marketing and digital decision-makers; and (4) Marketing Tech Award® — an annual award recognizing best-in-class Marketing Tech Stacks. Supporting publications include the KI-Sonderreport (AI Special Report PDF) and Management Summary. The consulting services use methodologies and benchmarks derived from the annual study to advise on CX design, MarTech stack optimization, AI strategy, and marketing organization design.
Differentiator
Problem solved
Functional benefit
Brands
- Marketing Tech Monitor®: Annual CMO benchmark study analyzing marketing technology, AI readiness, and data-driven customer management in the DACH region; published since 2019.
- Marketing Tech Summit®
- Marketing Tech Award®
Products and services
- Consulting Services End-to-end B2B consulting for enterprise marketing and digital departments in the DACH region covering customer experience assessment, MarTech stack optimization, AI readiness and strategy, data management, retail media advisory and marketing organization redesign. Customers include Lufthansa, BASF, Deutsche Telekom, Coop Switzerland, MediaMarkt Saturn, Medela, Rotkäppchen-Mumm, MEWA, Schwartauer Werke and Alpina Farben.
- Marketing Tech Monitor® Annual benchmark study analyzing marketing technology, AI and data-driven customer management in Germany, Austria and Switzerland, based on surveys of 1,800+ CMOs and digital marketing decision-makers plus expert interviews. Sold in print and PDF via the company's Shopify storefront.
- Marketing Tech Summit® Annual leading conference in German-speaking countries for marketing, communication, technology, and digital transformation decision-makers, featuring keynotes, best practice examples, panel discussions, breakout sessions and the Marketing Tech Award ceremony. Tickets are sold through the company website shop.
- Marketing Tech Award® Annual award competition recognizing outstanding Marketing Tech Stacks, judged by a high-profile jury of marketing and digital experts in a two-stage evaluation with live audience voting at the Marketing Tech Summit. Includes the KI Start-Up Bootcamp track for AI startups introduced in 2025.
- KI-Sonderreport (AI Special Report) PDF special report providing selected preliminary findings from the Marketing Tech Monitor study on AI in marketing, sold via the company's Shopify storefront.
- Management Summary
Quantifiable outcome
- MarTech tools are used at only ~33% of their effective capacity on average; companies report up to 70% of licensed applications are underutilized
- +5 more outcomes
Companies that use MarketingTechLab
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles2 records
MarketingTechLab technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability6 records
Feature5 records
MarketingTechLab partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor, core and major.
- Bolle Festsäle (Berlin)minorEvent venue for the Marketing Tech Summit 2025, held at Bolle Festsäle in Berlin.
- EXTRAMILEcoreResearch partnership for the Marketing Tech Monitor 2026. EXTRAMILE provides the MILE Report 2025 employee survey data (3,000+ respondents) enabling comparison between management self-assessment and actual employee perception of digital transformation — a unique methodological feature of the 2026 study.
- Presenting Partner (Marketing Tech Award 2025)majorPresenting partner for the Marketing Tech Award 2025, a prominent presenting partner supporting the award ceremony at the Marketing Tech Summit.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
MarketingTechLab competitors and assessment
Company assessmentBroad incumbents
- Forrester Research: Global research and advisory firm covering marketing technology, CX, and digital transformation. Directly comparable to MarketingTechLab's research-plus-advisory model, though operating at global scale and broader topic coverage rather than DACH specialization.
- Gartner: Global IT and marketing technology advisory and research powerhouse. Comparable via annual CMO surveys, MarTech Hype Cycle reports, and enterprise advisory engagements that compete for the same consulting budgets MarketingTechLab targets in DACH.
- McKinsey Digital: Digital transformation arm of a global strategy consultancy with strong DACH presence. Competes for MarTech strategy and AI-in-marketing engagements, though typically at larger enterprise scope and higher price points than MarketingTechLab.
Direct peers
- Detecon International: Cologne-based management and technology consultancy (Deutsche Telekom subsidiary) specializing in digital transformation, telecom, and IT strategy with significant DACH enterprise reach. Directly comparable through its MarTech and digital strategy advisory offerings.
- Serviceplan Group: Largest owner-managed agency group in DACH with Plan.Net digital and consulting practices addressing marketing technology and digital transformation. Comparable as a DACH-rooted hybrid agency/consultancy competing for the same enterprise marketing transformation budgets.
- SinnerSchrader (Accenture Song): Hamburg-based digital agency now part of Accenture Song with deep DACH roots in digital experience, MarTech, and CX. Directly comparable given shared Hamburg geography and overlapping MarTech/CX consulting practice.
- Kolibri Online Marketing: Hamburg-based digital marketing and MarTech consultancy serving mid-market and enterprise clients in DACH. Comparable through its MarTech stack assessment, vendor selection, and implementation support offerings.
- UDG United Digital Group: Hamburg-based digital agency and consultancy with strong MarTech, data, and CX capabilities serving enterprise clients. Comparable via its end-to-end digital transformation and marketing technology advisory services in DACH.
- Scholz & Friends: Hamburg-headquartered creative and digital agency group with marketing technology and brand transformation offerings for DACH enterprises. Comparable via its integrated creative + digital/technology positioning serving similar CMOs and marketing decision-makers.
Emerging players
- Realytics Group: DACH-rooted marketing analytics and marketing technology consultancy focused on data-driven marketing effectiveness. Comparable as a smaller, specialist DACH MarTech advisory competitor with overlapping methodology around stack optimization and data strategy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
MarketingTechLab social profiles
Digital presenceMarketingTechLab compliance and trust
Trust signalCompliance2 records
MarketingTechLab financial estimates
Financial estimateRevenue estimate
Valuation estimate
MarketingTechLab leadership team
Management profileNumber of profiles
Profiles2 records
MarketingTechLab funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MarketingTechLab M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MarketingTechLab
What does MarketingTechLab do?
MarketingTechLab provides B2B marketing-technology consulting, an annual benchmark study (Marketing Tech Monitor®), an annual C-level conference (Marketing Tech Summit®), and an annual award (Marketing Tech Award®) for the DACH region. Consulting engagements cover customer experience assessment, MarTech stack optimization, AI maturity and strategy, data architecture, and marketing organization redesign.
Is MarketingTechLab a public or private company?
MarketingTechLab is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MarketingTechLab founded?
MarketingTechLab was founded in 2019. It employs 11 to 50 people.
Where is MarketingTechLab based?
MarketingTechLab is headquartered in Hamburg, Germany, in the Europe region.
How does MarketingTechLab make money?
Four revenue lines are on record. Consulting Services are the primary driver. The others are event Ticketing - Marketing Tech Summit, research Publications Sales and sponsorship and Partnership Packages.
Who are MarketingTechLab's main competitors?
Broad incumbents on record are Forrester Research, Gartner and McKinsey Digital. Direct peers are Detecon International, Serviceplan Group, SinnerSchrader (Accenture Song), Kolibri Online Marketing, UDG United Digital Group and Scholz & Friends. Realytics Group is listed as an emerging player.
Does MarketingTechLab have an API?
No public API is recorded for MarketingTechLab.
What industry is MarketingTechLab in?
MarketingTechLab's product category is Marketing Technology Consulting. Its primary akta.pro industry code is BPAHACAG, Customer, Marketing & Sales Consulting, with a secondary code of MPAAALAA, B2B / Industrial Market Research. Its NAICS code is 541613 and its SIC code is 8742.