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

Integration is #1 Factor in Replacing Martech Apps

My good friends at just lately launched their newest Martech Substitute Survey 2022, exactly where marketers shared which apps they’ve changed about the previous 18 months, what their main inspiration was in accomplishing so, and what ended up their most significant aspects in selecting the substitute alternative.

Marketing automation (24%), CRM (23%), Search engine marketing (23%), electronic mail promoting (22%), and operate/task management (19%) applications ended up the most commonly replaced.

As I highlighted in blue in the chart over, the #1 most frequently cited variable in picking out their replacement solution was integration abilities/open up API — chosen by 56% respondents, up 13% details from the identical survey in 2021.

It’s a prime 5 theme of this ten years in martech: platforms, networks & marketplaces.

Of class, this isn’t to say that the other things — price, assistance, safety, etcetera. — weren’t critical way too. But the aspect that most marketers agreed on was integration. If it won’t integrate with the relaxation of the tech stack, every thing else is moot. It’s the tree that falls in the forest devoid of anyone all around to listen to it.

The 2nd most prevalent aspect was info centralization/info abilities (selected by 50% of respondents), which is closely tied to integration. Just after all, details is the foundational layer of integrations.

Tied in second also with 50% was “ability to evaluate ROI” — which is heading to be on the leading of everyone’s minds in our tighter economy. But to measure ROI, you need to have the data. And to get the info, you want integrations. These three things are sure jointly by atomic forces.

But what enthusiastic marketers to seek out a substitute option in the first place?

Primary Motivation in Replacing a Martech System

When searching to change a commercial app (the survey covers substitute of homegrown apps separately), the #1 motivation was far better features (53%). Of class, this tends to make feeling. Marketers search to martech to give them the abilities vital to complete in frequently shifting and evolving marketplaces. What you can do matters.

On the other hand, I would have anticipated the #2 inspiration to be expense — trying to find an different resolution to lower expenditures. That was the survey consequence in 2021.

But in 2022, greater/a lot easier integration was the 2nd most frequent enthusiasm (24%, up 5% points from 2021) to look for a substitution app. In essence, a want for improved integration triggered 1 out of each individual 4 martech application replacement jobs.

Which is pretty outstanding.

I’ve stated this lots of occasions prior to to martech item groups: the market is speaking to you with a wonderful booming voice in the sky, “Treat integration as a initially-class function!”

Increasingly, the martech sector — and the SaaS universe a lot more broadly — have taken this to coronary heart. A new analysis report from Pandium on the Point out of Integrations and APIs at 400 SaaS Organizations shows that 86% of the Major 100 SaaS organizations in the earth now have a community integration marketplace. (73% of them have an in-app marketplace.)

Public Integration Marketplaces in Martech and SaaS

Which is extraordinary and a robust testament to the relevance of app ecosystems for main SaaS businesses.

But what’s even far more telling is that 31% of seed-stage SaaS startups now aspect a public integration market as well. Approximately 1 out 3 SaaS startups — which are particularly strapped for time and assets, compelled to make really hard decisions about what to prioritize — have selected to prioritize creating both integrations and a market to make it easy for prospects to find and use them.

It is heartening to see martech purchasers and sellers agree: integration is essential.

We however have even further to go on this journey of martech platforms and ecosystems. But as an marketplace, at least’s we’re all marching in the similar direction with a a great deal additional seamlessly and powerfully integrated long term on the horizon ahead.

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