My good friends at MarTech.org just lately released their most current Martech Substitute Study 2022, exactly where entrepreneurs shared which applications they’ve replaced above the past 18 months, what their main enthusiasm was in undertaking so, and what were being their most crucial components in deciding on the substitution option.
Internet marketing automation (24%), CRM (23%), Search engine optimization (23%), e mail marketing and advertising (22%), and get the job done/challenge management (19%) applications ended up the most regularly replaced.
As I highlighted in blue in the chart over, the #1 most usually cited component in deciding upon their substitution remedy was integration capabilities/open up API — chosen by 56% respondents, up 13% factors from the exact survey in 2021.
It is a top 5 concept of this ten years in martech: platforms, networks & marketplaces.
Of study course, this isn’t to say that the other things — value, assist, safety, etcetera. — weren’t critical too. But the variable that most entrepreneurs agreed on was integration. If it won’t combine with the relaxation of the tech stack, all the things else is moot. It’s the tree that falls in the forest without the need of any individual all around to hear it.
The second most typical variable was facts centralization/knowledge capabilities (picked out by 50% of respondents), which is carefully tied to integration. Right after all, data 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 measure ROI, you will need the knowledge. And to get the information, you want integrations. These three elements are bound collectively by atomic forces.
But what enthusiastic marketers to seek out out a substitute remedy in the 1st spot?
When wanting to exchange a commercial app (the study addresses substitute of homegrown applications separately), the #1 inspiration was much better capabilities (53%). Of program, this can make sense. Entrepreneurs look to martech to give them the abilities vital to execute in continuously shifting and evolving marketplaces. What you can do issues.
Nevertheless, I would have anticipated the #2 commitment to be charge — in search of an alternate solution to minimize charges. That was the study outcome in 2021.
But in 2022, far better/a lot easier integration was the next most prevalent inspiration (24%, up 5% factors from 2021) to find a substitute application. In essence, a need for greater integration triggered 1 out of every 4 martech app substitute jobs.
That is quite impressive.
I’ve said this quite a few moments just before to martech merchandise groups: the market place is speaking to you with a terrific booming voice in the sky, “Treat integration as a initially-course function!”
More and more, the martech sector — and the SaaS universe much more broadly — have taken this to coronary heart. A new investigate report from Pandium on the State of Integrations and APIs at 400 SaaS Providers exhibits that 86% of the Best 100 SaaS organizations in the entire world now have a public integration market. (73% of them have an in-app market.)
That is amazing and a potent testament to the significance of app ecosystems for key SaaS businesses.
But what’s even far more telling is that 31% of seed-stage SaaS startups now feature a general public integration marketplace much too. Nearly 1 out 3 SaaS startups — which are in particular strapped for time and resources, pressured to make extremely challenging selections about what to prioritize — have preferred to prioritize establishing each integrations and a marketplace to make it simple for customers to learn and use them.
It’s heartening to see martech customers and sellers concur: integration is critical.
We continue to have further to go on this journey of martech platforms and ecosystems. But as an marketplace, at least’s we’re all marching in the very same course with a a lot far more seamlessly and powerfully integrated foreseeable future on the horizon forward.