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 gaining increasing 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 highly competitive and segmented consumption landscape.
According to Grand View Research, the global marketing technology market was estimated at $465.18 billion in 2024, with a projected compound annual growth rate of 19.9% from 2025 to 2030. In Brazil, the movement continues at 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 advertising waste. The use of artificial intelligence has further enhanced this process, allowing platforms to learn from user behavior, adjust actions in real time, and deliver personalized experiences with high precision.
ToMarilucia Silva Pertile, startup mentor and co-founder ofStart Growthcompanies that still treat marketing as an isolated function, disconnected from sales strategy, are falling behind. "Martechs offer exactly this link: they turn data into practical decisions, reduce inefficiencies, and enable scalable results with intelligence," he/she/they states.
The specialist 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 area and the pursuit of plug-and-play solutions — which easily integrate with existing systems — further increase the attractiveness of these startups," he points out.
From the funnel to loyalty
In addition to lead generation and campaign automation, Martechs have been innovating in loyalty and relationship strategies. Artificial intelligence-based solutions are being used to predict consumer behavior and provide real-time recommendations. Other platforms work with gamification, micro-segmentation, and dynamic content tailored to each user's profile.
Startups like Leads2b are standing out by offering a prospecting and lead management platform that helps companies increase their sales. With solutions that integrate data and automation, martech allows sales teams to optimize their processes, identify business opportunities, and make more accurate decisions, directly contributing to organizational growth.
"We are monitoring startups that started 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," says 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 been investing in startups focused on performance and hands-on support, applying its own business structuring methodology. In your portfolio, there are startups that work with direct solutions for digital marketing, communication, and commercial intelligence.
Although the marketing department has historically been one of the last to be automated within companies, the landscape has changed rapidly in recent years. The combination of pressure for results, the need for predictability, and the abundance of data has solidified Martechs as protagonists in any growth strategy.
"We believe that Martechs still have a lot of room to innovate, especially in integration with areas such as sales, customer service, and operations. The challenge now is to turn data into practical decisions, and startups that can do this quickly will be ahead," concludes Marilucia.
