When we dropped the first Customer Marketing Technology Landscape in 2023, the space was…limited. A handful of tools. A few teams. One tiny slice of the GTM pie.
Today? Whole different game.
Customer marketing has leveled up—big time. It’s no longer just references and advocacy. It’s lifecycle marketing, customer education, community, content, gifting, referrals, success, and growth. All rolled into one of the most strategic functions in B2B.
That kind of shift needs more than a logo soup. It needs a real playbook.
So this year, we built one.
Not just a pretty graphic (although…we’ve got the pretty graphic, too)
Yes, the 2025 Customer Marketing Tech Landscape is back. But this time, it’s not just a visual.
We teamed up with our friends at Captivate Collective to go deeper—with a full-blown report that breaks down the tools, trends, and tactics shaping modern customer marketing.
The goal: help you make sense of this fast-growing ecosystem, and build a stack that actually supports your customers from onboarding to advocacy.
Why this report (and, why now)
Customer Marketing is at an inflection point. Its scope is expanding–from reference management and advocacy to lifecycle marketing, upsell/cross-sell, customer education, community, and voice of the customer. As the function grows more complex, so does the opportunity: to drive greater impact and secure a seat at the executive table.
To meet this moment, technology is essential–whether through purpose-built platforms or AI-enabled DIY tools–especially in companies with 100+ employees. Fortunately, the Customer Marketing Tech Landscape is evolving fast, marked by innovation, disruption, and new investment.
We’re seeing the old guard reshuffle, a surge of VC-backed startups, and a push by vendors to extend beyond their core categories as companies look to streamline tech stacks.
There’s no one-size-fits-all approach to building the right stack. This report offers insights to help customer marketers explore their options, choose the right vendors, and modernize aging systems.
Let’s address the elephant in the room…
Before we dive in–I’ll address the elephant in the room: “UserEvidence is one of the vendors in this report –won’t there be bias?” Probably. But we tried to limit it as best as we can–and that’s why we partnered with Captivate Collective (CC). CC is a leading independent customer marketing agency (with no financial ties to UserEvidence), and was in charge of all the survey data collection and vendor scoring and analysis (UserEvidence did not touch that part). The vendors also contributed to their vendor summaries.
There were also some limitations to the methodology and significance of data collection (see Limitations on Methodology section), so take the report with a grain of salt and of course do your own research on these vendors (including UserEvidence).
All of that said, I believe it’s a great time to be a customer marketer, and I’m super excited about the direction of the customer marketing technology landscape. Increased competition and investment is leading to some incredible innovation–and I’ve been super impressed with all my fellow founders and entrepreneurs in this space. Hopefully this report helps you find a technology that can bring your customer marketing program (and your career) to the next level.
What’s inside the full report
Detailed breakdowns of leading customer marketing platforms
- Understand strengths, limitations, and best use cases based on user feedback and expert analysis.
Exclusive insights from 200+ practitioners
- Real-world advice on budgeting, buying, and maximizing ROI.
Side-by-side vendor comparisons
- Clear, unbiased analysis to simplify your decision-making.
The new state of customer marketing technology
- Learn which features really matter—and which are just hype.
Dive in here, and let me know what you think over on LinkedIn.
