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

My good friends at MarTech.org lately unveiled their latest Martech Substitute Survey 2022, where by entrepreneurs shared which apps they’ve changed more than the earlier 18 months, what their most important inspiration was in accomplishing so, and what have been their most crucial variables in picking out the substitution alternative.

Marketing and advertising automation (24%), CRM (23%), Seo (23%), e-mail marketing (22%), and perform/job administration (19%) applications had been the most often replaced.

As I highlighted in blue in the chart higher than, the #1 most commonly cited factor in selecting their substitution option was integration abilities/open up API — selected by 56% respondents, up 13% details from the exact study in 2021.

It’s a prime 5 topic of this ten years in martech: platforms, networks & marketplaces.

Of training course, this isn’t to say that the other things — expense, support, protection, and so on. — weren’t critical way too. But the aspect that most entrepreneurs agreed on was integration. If it won’t integrate with the rest of the tech stack, all the things else is moot. It’s the tree that falls in the forest with no any one all over to listen to it.

The second most prevalent variable was facts centralization/data abilities (picked by 50% of respondents), which is intently tied to integration. Immediately 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 top rated of everyone’s minds in our tighter economic system. But to measure ROI, you want the info. And to get the data, you need integrations. These a few factors are bound together by atomic forces.

But what inspired marketers to seek out a replacement resolution in the initial place?

When searching to replace a industrial app (the study addresses substitute of homegrown apps individually), the #1 inspiration was superior features (53%). Of program, this makes feeling. Marketers appear to martech to give them the abilities required to complete in regularly shifting and evolving marketplaces. What you can do issues.

On the other hand, I would have envisioned the #2 determination to be value — trying to find an alternate resolution to lower charges. That was the survey consequence in 2021.

But in 2022, much better/much easier integration was the next most popular enthusiasm (24%, up 5% points from 2021) to search for a replacement application. In essence, a drive for improved integration activated 1 out of every single 4 martech application alternative projects.

That’s rather outstanding.

I have stated this several periods just before to martech products groups: the industry is speaking to you with a good booming voice in the sky, “Treat integration as a to start with-class function!”

Increasingly, the martech business — and the SaaS universe a lot more broadly — have taken this to heart. A new study report from Pandium on the State of Integrations and APIs at 400 SaaS Providers shows that 86% of the Best 100 SaaS corporations in the globe now have a community integration marketplace. (73% of them have an in-application market.)

Which is outstanding and a solid testomony to the worth of application ecosystems for significant SaaS organizations.

But what is even more telling is that 31% of seed-stage SaaS startups now aspect a community integration marketplace way too. Virtually 1 out 3 SaaS startups — which are particularly strapped for time and means, forced to make extremely hard alternatives about what to prioritize — have decided on to prioritize producing both of those integrations and a market to make it simple for clients to explore and use them.

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

We nonetheless 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 very same route with a substantially much more seamlessly and powerfully integrated potential on the horizon in advance.