My buddies at MarTech.org a short while ago released their most up-to-date Martech Replacement Study 2022, the place marketers shared which applications they’ve replaced in excess of the previous 18 months, what their primary enthusiasm was in accomplishing so, and what have been their most essential things in selecting the replacement solution.
Internet marketing automation (24%), CRM (23%), Search engine optimization (23%), e-mail advertising and marketing (22%), and get the job done/task management (19%) applications were being the most regularly replaced.
As I highlighted in blue in the chart above, the #1 most frequently cited aspect in picking their replacement alternative was integration capabilities/open up API — picked by 56% respondents, up 13% points from the exact same study in 2021.
It’s a top rated 5 concept of this ten years in martech: platforms, networks & marketplaces.
Of course, this is not to say that the other things — price tag, support, stability, and so forth. — weren’t important too. But the issue that most marketers agreed on was integration. If it will not integrate with the relaxation of the tech stack, every little thing else is moot. It is the tree that falls in the forest devoid of anyone close to to listen to it.
The next most widespread component was info centralization/data capabilities (picked out by 50% of respondents), which is intently tied to integration. Just after all, facts is the foundational layer of integrations.
Tied in next also with 50% was “ability to measure ROI” — which is heading to be on the major of everyone’s minds in our tighter financial state. But to evaluate ROI, you need to have the facts. And to get the facts, you need integrations. These a few variables are certain collectively by atomic forces.
But what determined entrepreneurs to seek out a substitution resolution in the very first area?
When on the lookout to substitute a commercial app (the survey addresses replacement of homegrown applications separately), the #1 motivation was much better functions (53%). Of program, this will make sense. Entrepreneurs seem to martech to give them the capabilities important to perform in continuously shifting and evolving marketplaces. What you can do matters.
On the other hand, I would have anticipated the #2 enthusiasm to be value — in search of an choice solution to lower costs. That was the survey end result in 2021.
But in 2022, greater/simpler integration was the second most prevalent drive (24%, up 5% factors from 2021) to search for a alternative application. Effectively, a drive for greater integration triggered 1 out of each individual 4 martech app replacement tasks.
Which is really amazing.
I’ve explained this several periods right before to martech product teams: the marketplace is talking to you with a great booming voice in the sky, “Treat integration as a to start with-class element!”
Increasingly, the martech market — and the SaaS universe additional broadly — have taken this to heart. A new study report from Pandium on the State of Integrations and APIs at 400 SaaS Providers demonstrates that 86% of the Leading 100 SaaS providers in the globe now have a general public integration marketplace. (73% of them have an in-app marketplace.)
That is spectacular and a solid testament to the relevance of application ecosystems for big SaaS businesses.
But what is even much more telling is that 31% of seed-phase SaaS startups now function a public integration marketplace too. Practically 1 out 3 SaaS startups — which are specifically strapped for time and means, forced to make really tricky decisions about what to prioritize — have decided on to prioritize producing both integrations and a marketplace to make it effortless for shoppers to find and use them.
It’s heartening to see martech potential buyers and sellers concur: integration is important.
We still have additional to go on this journey of martech platforms and ecosystems. But as an sector, at least’s we’re all marching in the exact course with a much more seamlessly and powerfully integrated foreseeable future on the horizon forward.