My mates at MarTech.org not too long ago launched their latest Martech Alternative Survey 2022, in which marketers shared which apps they’ve changed about the previous 18 months, what their primary drive was in undertaking so, and what ended up their most vital components in deciding on the substitute answer.
Advertising and marketing automation (24%), CRM (23%), Website positioning (23%), email advertising and marketing (22%), and operate/venture administration (19%) applications have been the most commonly replaced.
As I highlighted in blue in the chart higher than, the #1 most typically cited component in selecting their replacement resolution was integration capabilities/open up API — selected by 56% respondents, up 13% factors from the exact same survey in 2021.
It is a prime 5 theme of this decade in martech: platforms, networks & marketplaces.
Of system, this isn’t to say that the other components — expense, guidance, stability, etcetera. — weren’t critical also. But the issue that most marketers agreed on was integration. If it will not integrate with the rest of the tech stack, anything else is moot. It is the tree that falls in the forest without anyone around to hear it.
The 2nd most common variable was info centralization/info capabilities (decided on by 50% of respondents), which is carefully tied to integration. After all, details is the foundational layer of integrations.
Tied in next also with 50% was “ability to evaluate ROI” — which is going to be on the leading of everyone’s minds in our tighter financial state. But to measure ROI, you require the knowledge. And to get the info, you have to have integrations. These a few variables are certain collectively by atomic forces.
But what determined marketers to seek out out a substitution answer in the initially place?
When looking to substitute a commercial application (the survey covers substitute of homegrown apps individually), the #1 determination was far better capabilities (53%). Of program, this would make sense. Entrepreneurs appear to martech to give them the capabilities essential to conduct in regularly shifting and evolving markets. What you can do issues.
Even so, I would have expected the #2 drive to be charge — trying to get an choice resolution to cut down costs. That was the survey consequence in 2021.
But in 2022, greater/easier integration was the second most common commitment (24%, up 5% factors from 2021) to seek a replacement application. Essentially, a drive for better integration triggered 1 out of every single 4 martech application replacement tasks.
That is fairly remarkable.
I’ve said this quite a few times right before to martech product teams: the industry is speaking to you with a excellent booming voice in the sky, “Treat integration as a first-course attribute!”
Progressively, the martech marketplace — and the SaaS universe a lot more broadly — have taken this to heart. A new exploration report from Pandium on the Condition of Integrations and APIs at 400 SaaS Firms demonstrates that 86% of the Top rated 100 SaaS organizations in the globe now have a public integration market. (73% of them have an in-app market.)
That is impressive and a robust testomony to the importance of application ecosystems for key SaaS businesses.
But what’s even extra telling is that 31% of seed-phase SaaS startups now aspect a community integration market far too. Just about 1 out 3 SaaS startups — which are in particular strapped for time and methods, pressured to make very challenging selections about what to prioritize — have picked out to prioritize establishing the two integrations and a marketplace to make it simple for clients to learn and use them.
It is heartening to see martech consumers and sellers concur: integration is key.
We continue to 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 same route with a significantly more seamlessly and powerfully built-in future on the horizon ahead.