My good friends at MarTech.org not long ago introduced their hottest Martech Substitute Study 2022, wherever entrepreneurs shared which apps they’ve changed about the previous 18 months, what their main determination was in undertaking so, and what ended up their most important things in selecting the replacement answer.
Advertising automation (24%), CRM (23%), Search engine optimisation (23%), e-mail marketing (22%), and operate/task management (19%) applications ended up the most usually replaced.
As I highlighted in blue in the chart earlier mentioned, the #1 most typically cited issue in deciding on their substitution resolution was integration capabilities/open API — selected by 56% respondents, up 13% details from the identical survey in 2021.
It’s a leading 5 theme of this ten years in martech: platforms, networks & marketplaces.
Of study course, this is not to say that the other variables — value, assist, safety, and so on. — weren’t critical way too. But the element that most marketers agreed on was integration. If it will not combine with the rest of the tech stack, every little thing else is moot. It’s the tree that falls in the forest without any person all-around to hear it.
The second most widespread element was info centralization/info capabilities (selected by 50% of respondents), which is intently tied to integration. Right after all, data is the foundational layer of integrations.
Tied in 2nd also with 50% was “ability to evaluate ROI” — which is heading to be on the best of everyone’s minds in our tighter economic system. But to measure ROI, you need the facts. And to get the details, you require integrations. These 3 variables are bound collectively by atomic forces.
But what inspired marketers to request out a substitution alternative in the initially area?
When hunting to swap a business app (the survey handles substitution of homegrown apps separately), the #1 motivation was improved characteristics (53%). Of system, this tends to make feeling. Marketers look to martech to give them the capabilities important to accomplish in regularly shifting and evolving markets. What you can do matters.
Nonetheless, I would have predicted the #2 inspiration to be price — trying to get an different resolution to decrease fees. That was the survey final result in 2021.
But in 2022, greater/much easier integration was the next most widespread commitment (24%, up 5% factors from 2021) to seek a substitute app. Basically, a want for far better integration brought on 1 out of each 4 martech application alternative assignments.
That’s quite exceptional.
I’ve claimed this a lot of occasions in advance of to martech product teams: the current market is talking to you with a good booming voice in the sky, “Treat integration as a very first-class feature!”
Ever more, the martech field — and the SaaS universe much more broadly — have taken this to coronary heart. A new exploration report from Pandium on the State of Integrations and APIs at 400 SaaS Corporations demonstrates that 86% of the Best 100 SaaS firms in the earth now have a general public integration marketplace. (73% of them have an in-app market.)
Which is impressive and a potent testomony to the significance of application ecosystems for important SaaS firms.
But what’s even additional telling is that 31% of seed-stage SaaS startups now aspect a community integration market too. Just about 1 out 3 SaaS startups — which are in particular strapped for time and means, compelled to make really tricky selections about what to prioritize — have selected to prioritize creating the two integrations and a marketplace to make it uncomplicated for shoppers to discover and use them.
It’s heartening to see martech buyers and sellers agree: integration is critical.
We nevertheless have 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 same path with a significantly a lot more seamlessly and powerfully integrated foreseeable future on the horizon forward.