March 25, 2023

Market Analytics

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Integration is #1 Factor in Replacing Martech Apps

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

Integration is #1 Factor in Replacing Martech Apps

My friends at lately unveiled their most recent Martech Alternative Survey 2022, where by entrepreneurs shared which applications they’ve replaced over the past 18 months, what their most important commitment was in performing so, and what were being their most important things in picking out the alternative resolution.

Marketing automation (24%), CRM (23%), Search engine optimization (23%), e mail advertising (22%), and perform/venture administration (19%) apps were being the most routinely replaced.

As I highlighted in blue in the chart over, the #1 most usually cited aspect in picking their substitute solution was integration capabilities/open up API — selected by 56% respondents, up 13% details from the exact same survey in 2021.

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

Of class, this is not to say that the other variables — price tag, guidance, protection, etc. — weren’t crucial as well. But the factor that most marketers agreed on was integration. If it will not integrate with the relaxation of the tech stack, almost everything else is moot. It’s the tree that falls in the forest without any person close to to listen to it.

The next most typical aspect was facts centralization/facts capabilities (picked out by 50% of respondents), which is closely tied to integration. Right after all, knowledge 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 economy. But to evaluate ROI, you will need the knowledge. And to get the knowledge, you need integrations. These three things are certain together by atomic forces.

But what determined marketers to look for out a substitution alternative in the 1st spot?

Primary Motivation in Replacing a Martech System

When wanting to swap a industrial app (the survey handles alternative of homegrown apps independently), the #1 commitment was improved capabilities (53%). Of study course, this would make sense. Marketers glance to martech to give them the abilities vital to execute in regularly shifting and evolving markets. What you can do matters.

Nonetheless, I would have envisioned the #2 determination to be expense — searching for an alternate alternative to cut down prices. That was the study outcome in 2021.

But in 2022, greater/easier integration was the 2nd most widespread drive (24%, up 5% points from 2021) to find a replacement app. Basically, a desire for better integration activated 1 out of each individual 4 martech app substitution projects.

Which is very amazing.

I have reported this several times right before to martech merchandise groups: the marketplace is talking to you with a fantastic booming voice in the sky, “Treat integration as a 1st-class characteristic!”

Increasingly, the martech market — and the SaaS universe a lot more broadly — have taken this to coronary heart. A new research report from Pandium on the State of Integrations and APIs at 400 SaaS Businesses reveals that 86% of the Leading 100 SaaS companies in the entire world now have a public integration marketplace. (73% of them have an in-application marketplace.)

Public Integration Marketplaces in Martech and SaaS

That’s remarkable and a sturdy testomony to the significance of application ecosystems for important SaaS businesses.

But what is even more telling is that 31% of seed-phase SaaS startups now feature a public integration market also. Almost 1 out 3 SaaS startups — which are especially strapped for time and means, pressured to make very challenging decisions about what to prioritize — have preferred to prioritize acquiring both of those integrations and a market to make it easy for shoppers to find out and use them.

It’s heartening to see martech consumers and sellers concur: integration is key.

We still have even more to go on this journey of martech platforms and ecosystems. But as an business, at least’s we’re all marching in the very same route with a a lot additional seamlessly and powerfully built-in foreseeable future on the horizon in advance.

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