Integration is #1 Factor in Replacing Martech Apps

My buddies at MarTech.org not too long ago introduced their most recent Martech Replacement Survey 2022, where by entrepreneurs shared which apps they’ve changed more than the past 18 months, what their principal enthusiasm was in accomplishing so, and what ended up their most important components in choosing the substitution resolution.

Advertising automation (24%), CRM (23%), Web optimization (23%), email marketing and advertising (22%), and do the job/undertaking management (19%) applications have been the most routinely replaced.

As I highlighted in blue in the chart previously mentioned, the #1 most commonly cited component in deciding upon their alternative answer was integration capabilities/open up API — picked by 56% respondents, up 13% factors from the very same study in 2021.

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

Of study course, this is not to say that the other variables — price tag, guidance, security, etcetera. — weren’t essential too. But the aspect that most marketers agreed on was integration. If it will not integrate with the rest of the tech stack, every little thing else is moot. It’s the tree that falls in the forest without having any individual all over to listen to it.

The second most typical variable was knowledge centralization/data capabilities (picked by 50% of respondents), which is closely tied to integration. Right after all, info is the foundational layer of integrations.

Tied in next also with 50% was “ability to evaluate ROI” — which is going to be on the best of everyone’s minds in our tighter financial state. But to measure ROI, you have to have the knowledge. And to get the details, you need integrations. These three factors are sure alongside one another by atomic forces.

But what enthusiastic entrepreneurs to seek out a substitution answer in the to start with area?

Primary Motivation in Replacing a Martech System

When searching to substitute a professional app (the study addresses alternative of homegrown apps independently), the #1 enthusiasm was far better functions (53%). Of system, this can make sense. Marketers glimpse to martech to give them the abilities required to carry out in continuously shifting and evolving markets. What you can do matters.

Even so, I would have envisioned the #2 commitment to be price — seeking an different option to reduce costs. That was the survey result in 2021.

But in 2022, better/less difficult integration was the 2nd most popular inspiration (24%, up 5% details from 2021) to look for a substitution application. In essence, a drive for greater integration triggered 1 out of each 4 martech application replacement tasks.

Which is really extraordinary.

I’ve said this many moments in advance of to martech item groups: the current market is speaking to you with a fantastic booming voice in the sky, “Treat integration as a initial-class characteristic!”

Significantly, the martech sector — and the SaaS universe a lot more broadly — have taken this to coronary heart. A new investigate report from Pandium on the Point out of Integrations and APIs at 400 SaaS Companies exhibits that 86% of the Top 100 SaaS companies in the environment now have a public integration market. (73% of them have an in-application market.)

Public Integration Marketplaces in Martech and SaaS

Which is outstanding and a powerful testomony to the worth of application ecosystems for main SaaS providers.

But what’s even far more telling is that 31% of seed-stage SaaS startups now feature a general public integration marketplace far too. Approximately 1 out 3 SaaS startups — which are specially strapped for time and means, compelled to make quite tricky selections about what to prioritize — have picked to prioritize establishing both integrations and a marketplace to make it quick for prospects to learn and use them.

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

We continue to 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 same path with a considerably extra seamlessly and powerfully built-in potential on the horizon in advance.

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