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 released their most recent Martech Alternative Survey 2022, where by entrepreneurs shared which applications they’ve changed more than the past 18 months, what their key determination was in executing so, and what have been their most critical variables in deciding upon the substitute option.

Marketing automation (24%), CRM (23%), Website positioning (23%), e-mail marketing and advertising (22%), and operate/venture administration (19%) applications were being the most often changed.

As I highlighted in blue in the chart over, the #1 most frequently cited issue in deciding on their substitute answer was integration abilities/open API — picked by 56% respondents, up 13% details from the exact same study in 2021.

It is a top 5 topic of this decade in martech: platforms, networks & marketplaces.

Of class, this is not to say that the other things — cost, aid, protection, and many others. — weren’t significant far too. But the element that most entrepreneurs agreed on was integration. If it won’t integrate with the relaxation of the tech stack, all the things else is moot. It is the tree that falls in the forest without any one all-around to hear it.

The next most popular issue was information centralization/facts capabilities (chosen by 50% of respondents), which is intently tied to integration. Soon after all, data is the foundational layer of integrations.

Tied in 2nd also with 50% was “ability to evaluate ROI” — which is going to be on the major of everyone’s minds in our tighter economic system. But to measure ROI, you require the facts. And to get the data, you have to have integrations. These 3 aspects are certain together by atomic forces.

But what motivated entrepreneurs to look for out a substitution alternative in the initially area?

Primary Motivation in Replacing a Martech System

When seeking to switch a commercial application (the study addresses substitution of homegrown apps separately), the #1 motivation was far better attributes (53%). Of class, this would make feeling. Entrepreneurs appear to martech to give them the abilities required to carry out in continuously shifting and evolving markets. What you can do issues.

Having said that, I would have envisioned the #2 commitment to be charge — trying to find an alternative option to lower charges. That was the study outcome in 2021.

But in 2022, far better/simpler integration was the 2nd most popular motivation (24%, up 5% details from 2021) to look for a substitution application. Essentially, a wish for much better integration brought on 1 out of each 4 martech app substitute initiatives.

That’s very extraordinary.

I’ve mentioned this lots of instances right before to martech item groups: the industry is talking to you with a wonderful booming voice in the sky, “Treat integration as a to start with-course attribute!”

More and more, the martech sector — and the SaaS universe far more broadly — have taken this to coronary heart. A new exploration report from Pandium on the State of Integrations and APIs at 400 SaaS Companies shows that 86% of the Leading 100 SaaS businesses in the planet now have a public integration market. (73% of them have an in-app market.)

Public Integration Marketplaces in Martech and SaaS

That is impressive and a powerful testomony to the importance of application ecosystems for major SaaS firms.

But what is even additional telling is that 31% of seed-stage SaaS startups now function a community integration market also. Virtually 1 out 3 SaaS startups — which are in particular strapped for time and sources, compelled to make incredibly really hard possibilities about what to prioritize — have picked to prioritize producing both integrations and a market to make it effortless for clients to uncover and use them.

It’s heartening to see martech prospective buyers and sellers agree: integration is crucial.

We continue to have even more to go on this journey of martech platforms and ecosystems. But as an industry, at least’s we’re all marching in the exact route with a a great deal much more seamlessly and powerfully built-in foreseeable future on the horizon ahead.

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