BETHESDA, MD - Independent analyst and advisory firm Real Story Group (RSG) has released its 2025 MarTech Vendor Subway Map. RSG cast a critical eye at MarTech categories and vendors with enterprise MarTech buyers in mind. The result is a highly-curated diagram in the firm’s famous subway map motif.

Originally conceived in 2008, RSG has modified the map, both adding and subtracting categories and vendors over time. The map does not purport to catalog all MarTech vendors – just those most important to enterprise buyers.

Unsurprisingly, this year’s map has seen an increase in the number of vendors in the “AI for Marketing” and “Personalization” categories. Additions to the “Outbound Marketing Platforms” category include some vendors with APAC roots making inroads globally, e.g., MoEngage.

“Our customers appreciate our unvarnished take on the enterprise MarTech marketplace. They know our point of view is the same as theirs: buyer side. No hype or vendor cheerleading,” said Tony Byrne, Founder of Real Story Group.

Byrne will give a live webinar tour of the 2025 MarTech Subway Map this Wednesday, April 30th at 1:00 PM ET. Those interested are encouraged to register for the webinar even if they can’t attend, since the RSG team will send registrants a link to the recording.