November 27, 2022

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

Integration is #1 Factor in Replacing Martech Apps

My friends at MarTech.org lately produced their newest Martech Replacement Study 2022, the place marketers shared which applications they’ve changed over the previous 18 months, what their key drive was in accomplishing so, and what were being their most essential variables in selecting the alternative option.

Promoting automation (24%), CRM (23%), Search engine marketing (23%), e-mail marketing and advertising (22%), and get the job done/challenge administration (19%) apps have been the most often replaced.

As I highlighted in blue in the chart over, the #1 most commonly cited aspect in picking out their replacement alternative was integration capabilities/open API — picked by 56% respondents, up 13% points from the same survey in 2021.

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

Of system, this is not to say that the other factors — price tag, aid, security, and so on. — weren’t vital much too. But the component that most entrepreneurs agreed on was integration. If it will not combine with the relaxation of the tech stack, all the things else is moot. It’s the tree that falls in the forest without having any one all-around to listen to it.

The next most frequent issue was info centralization/facts capabilities (picked out by 50% of respondents), which is intently tied to integration. Soon after all, info is the foundational layer of integrations.

Tied in 2nd also with 50% was “ability to measure ROI” — which is going to be on the leading of everyone’s minds in our tighter economy. But to measure ROI, you require the facts. And to get the facts, you need to have integrations. These 3 elements are bound jointly by atomic forces.

But what enthusiastic entrepreneurs to seek out a alternative answer in the first put?

Primary Motivation in Replacing a Martech System

When looking to replace a professional application (the study addresses replacement of homegrown apps individually), the #1 drive was superior characteristics (53%). Of study course, this tends to make perception. Marketers glance to martech to give them the abilities necessary to execute in continuously shifting and evolving markets. What you can do issues.

On the other hand, I would have expected the #2 commitment to be price tag — searching for an alternative resolution to reduce costs. That was the study consequence in 2021.

But in 2022, better/less difficult integration was the next most frequent commitment (24%, up 5% points from 2021) to seek out a alternative application. Fundamentally, a need for greater integration induced 1 out of every 4 martech app substitution tasks.

That’s quite amazing.

I have stated this many situations just before to martech product or service groups: the market is talking to you with a good booming voice in the sky, “Treat integration as a very first-class characteristic!”

More and more, the martech market — and the SaaS universe far more broadly — have taken this to heart. A new exploration report from Pandium on the Point out of Integrations and APIs at 400 SaaS Organizations demonstrates that 86% of the Top 100 SaaS providers in the earth now have a public integration marketplace. (73% of them have an in-application market.)

Public Integration Marketplaces in Martech and SaaS

Which is extraordinary and a powerful testomony to the great importance of application ecosystems for big SaaS firms.

But what’s even far more telling is that 31% of seed-stage SaaS startups now function a community integration marketplace also. Almost 1 out 3 SaaS startups — which are primarily strapped for time and resources, compelled to make really difficult possibilities about what to prioritize — have picked out to prioritize creating the two integrations and a marketplace to make it effortless for clients to learn and use them.

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

We nevertheless have further to go on this journey of martech platforms and ecosystems. But as an sector, at least’s we’re all marching in the very same route with a substantially much more seamlessly and powerfully integrated foreseeable future on the horizon in advance.

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