My buddies at MarTech.org not too long ago unveiled their latest Martech Substitute Survey 2022, where by marketers shared which applications they’ve changed in excess of the earlier 18 months, what their principal motivation was in doing so, and what had been their most important things in picking the replacement resolution.
Marketing automation (24%), CRM (23%), Seo (23%), e mail marketing (22%), and work/undertaking management (19%) apps were being the most often replaced.
As I highlighted in blue in the chart higher than, the #1 most normally cited issue in choosing their substitute alternative was integration capabilities/open up API — picked by 56% respondents, up 13% factors from the exact survey in 2021.
It’s a leading 5 topic of this decade in martech: platforms, networks & marketplaces.
Of study course, this isn’t to say that the other components — price, assistance, safety, and many others. — weren’t significant too. But the variable that most marketers agreed on was integration. If it will not integrate with the relaxation of the tech stack, all the things else is moot. It’s the tree that falls in the forest without having anyone close to to listen to it.
The 2nd most frequent aspect was data centralization/facts abilities (selected by 50% of respondents), which is intently tied to integration. Following all, knowledge is the foundational layer of integrations.
Tied in next also with 50% was “ability to measure ROI” — which is going to be on the leading of everyone’s minds in our tighter financial state. But to measure ROI, you will need the knowledge. And to get the information, you need to have integrations. These a few components are certain with each other by atomic forces.
But what motivated entrepreneurs to search for out a alternative solution in the initial place?
When hunting to exchange a professional application (the study handles alternative of homegrown apps independently), the #1 commitment was superior attributes (53%). Of training course, this will make sense. Entrepreneurs look to martech to give them the abilities necessary to carry out in frequently shifting and evolving marketplaces. What you can do matters.
On the other hand, I would have envisioned the #2 drive to be charge — seeking an alternative resolution to cut down prices. That was the study final result in 2021.
But in 2022, greater/less complicated integration was the next most typical inspiration (24%, up 5% points from 2021) to find a substitution app. Fundamentally, a desire for far better integration brought on 1 out of every 4 martech application alternative initiatives.
That’s very exceptional.
I’ve said this numerous periods right before to martech item groups: the industry is talking to you with a good booming voice in the sky, “Treat integration as a initially-course characteristic!”
Progressively, the martech market — and the SaaS universe far more broadly — have taken this to heart. A new research report from Pandium on the Condition of Integrations and APIs at 400 SaaS Companies reveals that 86% of the Leading 100 SaaS organizations in the environment now have a public integration marketplace. (73% of them have an in-application marketplace.)
Which is impressive and a strong testomony to the worth of app ecosystems for significant SaaS companies.
But what is even much more telling is that 31% of seed-phase SaaS startups now characteristic a general public integration marketplace way too. Just about 1 out 3 SaaS startups — which are primarily strapped for time and resources, pressured to make quite difficult possibilities about what to prioritize — have selected to prioritize creating both integrations and a marketplace to make it quick for shoppers to explore and use them.
It’s heartening to see martech consumers and sellers concur: integration is vital.
We nevertheless have further more to go on this journey of martech platforms and ecosystems. But as an field, at least’s we’re all marching in the same direction with a significantly much more seamlessly and powerfully integrated potential on the horizon forward.
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