December 4, 2022


Everyone wants a business

Marketers keep replacing major martech apps, integration #1 factor for replacements

Integration is #1 Factor in Replacing Martech Apps

My buddies at lately unveiled their most current Martech Replacement Survey 2022, where by marketers shared which apps they’ve replaced above the earlier 18 months, what their major motivation was in doing so, and what had been their most critical aspects in selecting the substitution resolution.

Marketing automation (24%), CRM (23%), Web optimization (23%), electronic mail marketing and advertising (22%), and operate/challenge administration (19%) apps had been the most frequently changed.

As I highlighted in blue in the chart above, the #1 most normally cited issue in selecting their replacement solution was integration capabilities/open up API — chosen by 56% respondents, up 13% details from the similar study in 2021.

It is a best 5 concept of this ten years in martech: platforms, networks & marketplaces.

Of study course, this is not to say that the other variables — value, guidance, safety, and many others. — weren’t critical as well. But the variable that most entrepreneurs agreed on was integration. If it will not combine with the rest of the tech stack, every thing else is moot. It’s the tree that falls in the forest with out anybody all over to listen to it.

The 2nd most popular variable was data centralization/info abilities (preferred by 50% of respondents), which is closely tied to integration. Right after all, information is the foundational layer of integrations.

Tied in next also with 50% was “ability to measure ROI” — which is likely to be on the top rated of everyone’s minds in our tighter financial state. But to measure ROI, you need to have the info. And to get the information, you need to have integrations. These 3 factors are certain together by atomic forces.

But what motivated marketers to seek out a substitute solution in the to start with location?

Primary Motivation in Replacing a Martech System

When seeking to exchange a professional application (the survey covers substitute of homegrown applications independently), the #1 inspiration was improved capabilities (53%). Of training course, this helps make perception. Entrepreneurs glance to martech to give them the capabilities vital to execute in frequently shifting and evolving marketplaces. What you can do issues.

Nonetheless, I would have envisioned the #2 commitment to be price tag — seeking an different option to cut down fees. That was the survey end result in 2021.

But in 2022, far better/less difficult integration was the second most typical inspiration (24%, up 5% points from 2021) to search for a replacement application. Essentially, a desire for much better integration brought on 1 out of each individual 4 martech application replacement jobs.

That is quite impressive.

I’ve stated this a lot of situations before to martech solution teams: the sector is speaking to you with a wonderful booming voice in the sky, “Treat integration as a initial-course aspect!”

Increasingly, the martech field — and the SaaS universe a lot more broadly — have taken this to coronary heart. A new investigation report from Pandium on the State of Integrations and APIs at 400 SaaS Companies displays that 86% of the Major 100 SaaS companies in the environment now have a general public integration market. (73% of them have an in-app market.)

Public Integration Marketplaces in Martech and SaaS

That’s outstanding and a strong testomony to the great importance of application ecosystems for main SaaS companies.

But what is even extra telling is that 31% of seed-phase SaaS startups now aspect a general public integration marketplace much too. Virtually 1 out 3 SaaS startups — which are specifically strapped for time and sources, forced to make incredibly tough options about what to prioritize — have selected to prioritize establishing both integrations and a marketplace to make it quick for customers to learn and use them.

It’s heartening to see martech buyers and sellers concur: integration is essential.

We still have further more to go on this journey of martech platforms and ecosystems. But as an marketplace, at least’s we’re all marching in the exact same route with a much much more seamlessly and powerfully integrated potential on the horizon forward.

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