Martechs gain prominence with solutions that boost digital marketing and attract investors

With the consolidation of digital marketing as a central part in the growth of companies from all sectors, startups specializing in technological solutions for this universe known as Martechs & O. D. gain more and more space on the radar of investors and venture capital funds. The rise of these solutions has been driven by the search for greater efficiency, customization and intelligence in communication with the consumer, especially in a scenario of fierce competition and highly segmented consumption.

According to Grand View Research, the global marketing technology market was estimated at US$ 465.18 billion in 2024, with growth forecast at an annual compound 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, engagement in social networks - TO generate more efficient campaigns, with greater return on investment and less waste of advertising money.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 accuracy.

For Marilucia Silva Pertile, startup mentor and co-founder of Start Growth, companies that still treat marketing as an isolated function, detached from sales strategy, are falling behind. “Martechs offer just this link: they transform data into practical decisions, reduce inefficiencies and allow them to scale results with” intelligence, he says.

The expert believes that the advancement of marketing technologies has been shaping a new generation of entrepreneurs and managers who operate based on clear metrics and total focus on performance. “A professionalization of the area and the search for plug-and-play solutions that integrate easily into existing systems (increase even more the attractiveness of these startups”, he points out.

From funnel to loyalty

In addition to capturing leads and automating campaigns, Martechs have innovated in loyalty and relationship strategies. Solutions based on artificial intelligence are being used to predict consumer behavior and offer recommendations in real time. Other platforms work with gamification, microsegmentation and dynamic content, adapted to the profile of each user.

Startups like Leads2b have been standing out by offering a lead prospecting and management platform that helps companies increase their sales. With solutions that integrate data and automation, martech allows commercial teams to optimize their processes, identify business opportunities and make more assertive decisions, directly contributing to the growth of organizations.

“We are following startups that started with simple automation solutions and today operate with robust systems, integrating financial, operational and marketing data to make decisions in real time. This is the new standard of excellence”, points Marilucia.

An ecosystem in full maturity

Start Growth, Venture Capital specialized in scalable business and B2B technology, closely follows this movement. Since 2014, the company invests in startups focused on performance and support “mao na mass”, applying its own business structuring methodology.In its portfolio, there are startups that work with direct solutions for digital marketing, communication and business intelligence.

Although the marketing area 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, need for predictability and abundance of data has consolidated the 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, service and operations. The challenge now is to transform data into practical decisions, and startups that can do this with agility will be at the forefront”, concludes Marilucia.