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

Irene L. Joffman

Integration is #1 Factor in Replacing Martech Apps

My pals at MarTech.org just lately produced their most current Martech Substitute Survey 2022, where by entrepreneurs shared which apps they’ve replaced over the previous 18 months, what their key inspiration was in doing so, and what were being their most vital aspects in deciding upon the substitute solution.

Promoting automation (24%), CRM (23%), Seo (23%), email marketing and advertising (22%), and get the job done/project administration (19%) applications were the most routinely replaced.

As I highlighted in blue in the chart earlier mentioned, the #1 most commonly cited aspect in selecting their replacement answer was integration capabilities/open API — selected by 56% respondents, up 13% factors from the very same survey in 2021.

It’s a prime 5 topic of this decade in martech: platforms, networks & marketplaces.

Of system, this is not to say that the other things — price, aid, protection, etc. — weren’t vital far too. But the element that most marketers agreed on was integration. If it won’t combine with the rest of the tech stack, anything else is moot. It is the tree that falls in the forest without anyone all-around to hear it.

The next most frequent component was information centralization/facts capabilities (picked out by 50% of respondents), which is intently tied to integration. Following all, knowledge is the foundational layer of integrations.

Tied in 2nd also with 50% was “ability to evaluate ROI” — which is heading to be on the leading of everyone’s minds in our tighter economic climate. But to evaluate ROI, you require the knowledge. And to get the info, you need to have integrations. These three variables are sure jointly by atomic forces.

But what inspired marketers to search for out a substitution remedy in the very first location?

Primary Motivation in Replacing a Martech System

When seeking to substitute a industrial app (the study covers alternative of homegrown applications independently), the #1 commitment was improved attributes (53%). Of training course, this makes perception. Marketers look to martech to give them the abilities required to carry out in continually shifting and evolving markets. What you can do issues.

However, I would have expected the #2 drive to be value — seeking an different remedy to minimize expenses. That was the study consequence in 2021.

But in 2022, improved/easier integration was the 2nd most frequent motivation (24%, up 5% factors from 2021) to find a replacement app. Primarily, a desire for greater integration activated 1 out of just about every 4 martech app substitute assignments.

Which is quite remarkable.

I’ve claimed this numerous instances prior to to martech solution groups: the industry is talking to you with a great booming voice in the sky, “Treat integration as a 1st-course function!”

Significantly, the martech market — 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 Corporations exhibits that 86% of the Major 100 SaaS organizations in the world now have a general public integration marketplace. (73% of them have an in-application marketplace.)

Public Integration Marketplaces in Martech and SaaS

That is impressive and a sturdy testament to the importance of app ecosystems for key SaaS corporations.

But what is even much more telling is that 31% of seed-stage SaaS startups now attribute a public integration market as well. Nearly 1 out 3 SaaS startups — which are specifically strapped for time and resources, pressured to make extremely tough possibilities about what to prioritize — have selected to prioritize building equally integrations and a market to make it uncomplicated for customers to explore and use them.

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

We however have further to go on this journey of martech platforms and ecosystems. But as an industry, at least’s we’re all marching in the very same course with a significantly extra seamlessly and powerfully built-in potential on the horizon in advance.

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