Fewer Than Half of Martech Vendors Publish a Changelog Updated This Quarter

By Dev Anand, AI Tooling & Automation Safety. Last updated: 2026-08-16

Every martech vendor tells buyers it ships fast. Very few make that checkable. A public changelog is the cheapest possible proof: a dated list of what changed. We wanted to know how many vendors keep one where a prospect can read it.

How many martech vendors publish a dated changelog?

We used the same 54 vendors as our other research audits. For each, we probed a fixed list of the paths where changelogs live (/changelog, /whats-new, /release-notes, /product-updates, blog categories, changelog. and updates. subdomains, docs and developer portals) and the third-party hosts vendors outsource them to (Canny, Headway, feedback subdomains). We followed one link hop from anything that mentioned a changelog. Then we applied one rule: the page has to show at least three entries dated 2025 or later. A page titled "What's new" with no dates on it does not count, because a buyer cannot tell whether it describes last week or two years ago.

Fewer than half of the corpus gives a buyer a current, dated record. That is the number.

Which vendors keep the best changelogs?

The top of the table is not close. PostHog's public changelog showed 741 dated entries since the start of 2025 when we loaded it, with the newest two days old. Klaviyo's what's-new page showed 400. Mixpanel's docs changelog 201, Customer.io's release notes 138, Surfer's updates page 103, Clay's changelog 75, Salesloft's product-updates feed 67, Outreach's monthly release notes 47.

Those counts reflect page depth as much as cadence, so treat them as "how much history is visible" rather than "how much shipped." The point is that these vendors treat the changelog as a product surface. Fourteen of the 26 current changelogs had an entry within the seven days before our crawl.

Which vendors have a changelog that has gone quiet?

Six vendors have a public changelog whose most recent entry is more than 90 days old. Demio's Headway feed stops in 2024. Copy.ai's changelog last entry is June 2025, Regie.ai's August 2025, and Semrush's Canny changelog August 2025. Zoho CRM's product-updates blog tag last posted in March 2026 and HockeyStack's docs release notes in April 2026.

A stale changelog is arguably worse than none. It tells the buyer the vendor once cared enough to start one and then stopped, and it leaves a dated artifact that says so.

Which vendors have no public changelog at all?

Twenty-two, and the list runs against the grain of who you would expect: Copper, Iterable, ActiveCampaign, Apollo, Lemlist, ZoomInfo, Clearscope, Ahrefs, Cognism, Jasper, Dreamdata, Typeface, Heap, Anyword, MarketMuse, Taplio, Writesonic, 11x, Loom, Artisan, Qualified and AiSDR.

Three of these deserve a note. ActiveCampaign has a product-updates page; it carries no dates, so it fails the rule on purpose. Iterable has a what's-new page that is a marketing layout without dated entries. Heap has a blog category for product updates that was too thin to qualify when we loaded it. All three have the URL and none has the record.

The rest we could not find at any probed path, one hop from any probed path, or at the hand-checked candidates. Some of them surely publish release notes inside the app, in a help center under a non-obvious path, or in an email. That is not nothing, but it is not public, and a prospect deciding between Apollo and one of the eleven sales-engagement or enrichment vendors that do publish one has no equivalent page to compare.

Why does a public changelog matter to a buyer?

Because it is the only shipping claim that dates itself. A vendor's roadmap slide is a promise. Its changelog is evidence, with timestamps, of whether the promises get kept, at what pace, and whether the "AI" features announced last quarter actually landed. It is the same instinct behind our audits of pricing transparency and AI training-data policies: the vendors that put the fact on a public page are the ones whose claim can be checked.

There is a second reason that has crept up on the industry. Answer engines summarize vendors from what they can crawl. A dated changelog is exactly the kind of structured, timestamped source they lean on when a buyer asks "what has X shipped recently?" A vendor without one is answered from third-party pages instead, and those pages are usually competitors' comparison posts.

What did the audit count, and where did it need judgment?

The rule was three or more dated entries since 2025, and it produced a few close calls that we resolved by hand and recorded. Salesforce publishes seasonal release notes labeled Winter and Summer rather than dated per entry; we counted the seasonal label as a date. Sprout Social publishes a quarterly product-updates page labeled Q2 2026; same treatment. Mailchimp's what's-new page uses seasonal framing with 2026 references; same treatment. Anyone who thinks a seasonal label should not count can subtract three from the yes column, and the conclusion holds.

Everything else is mechanical: the fetch log, the paths tried, and the URL and latest date for every changelog we found are published alongside this piece.

What are the limits of this audit?

"Not found" means not found by our procedure on 2026-08-16. A vendor could publish release notes behind a login, in a help-center section we did not probe, or by email. Entry counts describe how much dated history is visible on the page we landed on, not how many releases shipped. And a changelog is a proxy for transparency, not for product quality; several vendors on the "none" list ship excellent software. The finding is about whether a buyer can see it.

FAQ

How many martech vendors publish a public changelog?

32 of the 54 vendors in this audit (59.3%) publish a public page with at least three dated entries since 2025. 26 (48.1%) updated it within the last 90 days.

Which large martech vendors have no public changelog?

Among the 22 without one we could find: Apollo, Ahrefs, ZoomInfo, Lemlist, Cognism, Jasper, Loom, Iterable, Writesonic and ActiveCampaign (whose product-updates page carries no dates).

Which martech vendors have the most active changelogs?

By dated entries visible since 2025: PostHog (741), Klaviyo (400), Mixpanel (201), Customer.io (138), Surfer (103), Clay (75) and Salesloft (67).

Does a "what's new" page count as a changelog?

Only if its entries are dated. Several vendors, including ActiveCampaign and Iterable, publish a what's-new page with no dates; those were recorded as undated and did not count.

Why does a changelog matter when evaluating software?

It is a dated, public record of what shipped, which lets a buyer check a vendor's velocity claims and see whether announced features actually landed. It is also a source answer engines use when summarizing a vendor's recent releases.

Sources

• PostHog changelog
• Klaviyo what's new
• Mixpanel changelogs
• Salesforce release notes
• Canny changelog for Semrush

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