• Marketing tech is stealing a bigger chunk of marketing budgets.
  • Insider identified 19 “martech” executives who are at the forefront.
  • The execs are helping tackle marketing challenges like the death of third-party cookies and growth in e-commerce.
  • See more stories on Insider’s business page.

A growing number of startups and big companies are fighting for control of marketing tech.

Giants like Adobe, Shopify, and Klaviyo continue to make inroads with data-driven technologies to power smarter, more personalized marketing. And well-funded startups are also helping marketers use data to solve problems around everything from email, web design, and analytics. 

As marketers invest in martech, they’re pulling back on hiring ad agencies or running paid media campaigns, according to Gartner’s 2021 state of marketing report

And that interest in martech continues to grow, as consumers move towards e-commerce and virtual events.

For the third year in a row, Insider is recognizing 19 of the executives shaping the marketing tech industry.

This varied list, which includes both large public companies and startups, was put together with a mix of our reporting and 64 nominations from readers.

We also included executives across a range of roles — from CEOs, brand CMOs, and executives from the martech companies — which shows how the tech communty is stepping up its marketing investments to differentiate from competitors.

Here are the biggest movers and shakers in the martech world, listed alphabetically.