With the consolidation of digital marketing as a central piece in the growth of companies across all sectors, startups specializing in technological solutions for this universe — known as Martechs — are increasingly gaining attention from investors and venture capital funds. The rise of these solutions has been driven by the pursuit of greater efficiency, personalization, and intelligence in consumer communication, especially in a scenario of fierce competition and highly segmented consumption.
According to Grand View Research, the global marketing technology market was estimated at $465.18 billion in 2024, with projected growth at a compound annual rate of 19.9% from 2025 to 2030. In Brazil, the movement follows the same pace.
Technology as a driver of performance
Among the main attractions of these solutions is the ability to integrate data from various sources — browsing behavior, purchase history, social media engagement — to generate more efficient campaigns with higher return on investment and less waste of advertising budgets. The use of artificial intelligence has further enhanced this process, allowing platforms to learn from user behavior, adjust actions in real time, and deliver highly precise personalized experiences.
For Marilucia Silva Pertile, startup mentor and co-founder of Start Growth, companies that still treat marketing as an isolated function, disconnected from sales strategy, are falling behind. “Martechs provide exactly this link: they transform data into practical decisions, reduce inefficiencies, and allow scaling results with intelligence,” she says.
The expert believes that the advancement of marketing technologies is shaping a new generation of entrepreneurs and managers who operate based on clear metrics and a total focus on performance. “The professionalization of the field and the search for plug-and-play solutions — which integrate easily with existing systems — further increase the attractiveness of these startups,” she points out.
From funnel to loyalty
Beyond lead generation and campaign automation, Martechs have been innovating in loyalty and relationship strategies. AI-based solutions are being used to predict consumer behavior and offer real-time recommendations. Other platforms work with gamification, micro-segmentation, and dynamic content tailored to each user’s profile.
Startups like Leads2b have stood out by offering a lead prospecting and management platform that helps companies increase their sales. With solutions that integrate data and automation, the martech enables sales teams to optimize their processes, identify business opportunities, and make more assertive decisions, directly contributing to organizational growth.
“We’ve been tracking startups that began with simple automation solutions and now operate with robust systems, integrating financial, operational, and marketing data to make real-time decisions. This is the new standard of excellence,” notes Marilucia.
An ecosystem in full maturity
Start Growth, a Venture Capital firm specializing in scalable businesses and B2B technology, closely monitors this movement. Since 2014, the company has invested in startups focused on performance and hands-on support, applying its own business structuring methodology. Its portfolio includes startups offering direct solutions for digital marketing, communication, and commercial intelligence.
Although the marketing field has historically been one of the last to be automated within companies, the scenario has changed rapidly in recent years. The combination of pressure for results, the need for predictability, and data abundance has solidified Martechs as protagonists in any growth strategy.
“We believe Martechs still have much room to innovate, especially in integration with areas like sales, customer service, and operations. The challenge now is to transform data into practical decisions, and startups that can do this quickly will be ahead,” concludes Marilucia.
