2024年营销技术更换报告 MARTECH Replacement Survey 2024

ReplacementSurvey2024

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ReplacementSurvey2024

Tableofcontents

Findings:Cost-consciousmarketersreplacetheirtech 3

Figure1-Importantfactorsforareplacementmartechsolution 3

Takeaways:TL;DR 5

Marketingautomationremainsthemost-replacedmartechapplication 6

Figure2-Mostreplacedmartechapplications,2020-2024 7

Figure3-Martechapplicationsreplacedin2024 7

Securityandcompliancescoredlowamongimportantfactorsforareplacement 8

Figure4-Importantfactorswhenchoosingareplacement 8

Figure5-Championsofmartechreplacements 9

Commercialapplicationswerethemostdominantreplacementsformartechapplications 10

Figure6-Replacementsofcommercialandhomegrownmartechapplications 9

Featuresleadthewaywhenit’stimetoconsiderreplacements 11

Figure7-Whyhomegrownmartechapplicationswerereplaced 11

Figure8-Whycommercialmartechapplicationswerereplaced 12

Thelifespanofamartechapplication?About3to5years 13

Figure9-Lengthoftimelegacysystemwasinusebeforereplacement 13

Purchaseconsiderationisneitherslowingorspeedingup 14

Figure10-Monthsmartechreplacementswereunderconsideration 14

Themartechmighthavechanged,buttheteamremainsthesame 15

Figure11-Existingmarketersweretrainedinreplacementapplications 15

Martechstackscontinuetogrowformostmarketers 16

Figure12-Growthordecreaseinsizeofmartechstack 16

Moreaboutthesurveyrespondents 17

Figure13-Respondents’productsandservices 17

Figure14-Companyannualrevenue 18

Figure15-Respondents’jobfunctions 18

Figure16-Whorespondents’companiessellto 19

AboutThirdDoorMedia 17

、MarTechismarketins.©2024ThirdDoorMedia,Inc.2

ReplacementSurvey2024

Findings:Cost-consciousmarketersreplacetheirtech

Weknewmarketerswouldbescrutinizedin2024.Theirbudgetswouldbewatchedclosely.Thereturnontheirspending—ontools,oncampaigns,onpeople—wouldbemonitoredcarefully.

Butmorethanatanypointinthepastfiveyears,2024wastheyearwherecostswerethetopfactorformarketersreplacinganexistingpieceofmartech.Anditwasn’tparticularlyclose.

Morethan60percentoftherespondentstothe2024MarTechReplacementSurveywhoreplacedamartechtoolinthepastyearcitedcostasanimportantfactorwhenchoosingareplacement.

Sure,nearly50percentormoreoftherespondentstothesurveysaidintegration,datacapabilitiesandimprovedexperiencewereimportantfactors,butnonerosetothelevelofcost.Inthe2023MarTechReplacementSurvey,cost,experience,datacapabilitiesandintegrationallranaboutequal.In2024,costpulledawayfromthepack.

Thereasonsforthisarewellknown.Thetechsector,andSaaSvendorsinparticular,areshowingsignsofmarketmaturity,whereexponentialgrowthratesarenolongerpossibleformany.Higherinterestratesandashortageofventurecapitalarelimitingthespendingofmanytechcompanies.

Figure1-Importantfactorsforareplacementmartechsolution

Factor

2023

2024

Improvedcustomer/digitalexperience

38%

50%

Cost

37%

61%

Integrationcapabilities/openAPI

36%

51%

Datacentralization/datacapabilities

35%

47%

AbilitytoactivelymeasureROI

33%

47%

Support

26%

32%

Security

18%

26%

Compliance

14%

26%

Other

6%

11%

Q:Whatfactorswereimportantwhenchoosingthereplacement?2024n=203

MarTechismarketing.

、MarTechismarketins.©2024ThirdDoorMedia,Inc.3

ReplacementSurvey2024

Thelargestgroupofrespondentstothisyear’ssurveyidentifiedthemselvesasmarketingmanagement,followedbyexecutivemanagementat16%,marketingoperationsmanagementat11%andmarketingoperationsat9%.

Morethanhalf(58%)oftherespondentssaidtheyworkedinB2B,whilenearlyone-quarter(24%)saidtheysoldtobothbusinessesandconsumers.

Ofthe496initialrespondentstothe2024MarTechReplacementSurvey,nearlytwo-thirds(65%)saidtheyreplaceda

martechsolutioninthepastyear.Answerstothesurveyquestionsaboutthereplacementprocessweredrawnfromthatgroupofrespondents.

OnbehalfoftheteamhereatMarTech,Ihopeyoufindthisreportusefulandinformative.Wewelcomeanycommentsorsuggestionsyoumayhavetoimprovefutureeditions.

MikePastore

EditorialDirector,MarTechThirdDoorMedia

mpastore@

、MarTechismarketins.©2024ThirdDoorMedia,Inc.4

IT

ReplacementSurvey2024

Takeaways:TL;DR

31%

Ofrespondentsreplaceda

marketingautomationplatform,the

most-replacedmartechapplication

forthefifthyearinarow.

96%

Thepercentageofrespondents

whosaidtheirmartech

replacementinvolvedadopting

acommercialapplication.

37%

Percentageofmartechreplacements

championedbymarketingmanagers,

themostpopularroletochampiona

replacement.

<6months

Nearlytwo-thirdsofmartech

replacementswereunder

considerationforsixmonthsorless.

1–2newapps

Nearlyone-third(32%)ofrespondentssaidthenumberofapplicationsintheirmartechstackincreasedbyonetotwoappsoverthepastyear.

vvWe’re

NNOTTHHIRRINNG

Nothiring

71%ofrespondentssaidthey

re-trainedexistingstafftoworkwithreplacementappsinsteadofhiring.

5yearsorless

Nearlytwo-thirdsofthemartech

applicationsreplacedwereinuse

forfiveyearsorless.

Martechreplacementswere

championedbyITinonly8%ofthe

casescitedinthesurvey.

、MarTechismarketins.©2024ThirdDoorMedia,Inc.5

ReplacementSurvey2024

Marketingautomationremainsthe

most-replacedmartechapplication

“Inordertobeirreplaceable,onemustalwaysbedifferent.”

–CocoChanel

Forthefifthyearinarow,theMarTechReplacementSurveyfoundmarketingautomationplatforms(MAPs)tobethemost-replacedmartechapplication.

Let’sreadbetweenthelinesandbrieflydiscusstheMAPmarket.

•Marketingautomationplatformsareacommonmartechsolution.ManymarketingorganizationsinboththeB2BandB2CsectorsuseMAPs.Marketingautomationismorewidelydeployedthan,say,identityresolution,whichwasreplacedbyonly6%ofsurveyrespondentsin2024.Wecanaccountforsomeofthedifferencebyrecognizingmorerespondentshavemarketingautomationthanhaveidentityresolutionandothermartechsolutions.

•Migratingtoanewmarketingautomationsystemisachallenge.FormarketingorganizationsrunningoneofthemajormarketingautomationplatformslikeAdobeMarketoorSalesforceMarketingCloudAccountEngagement(formerly

Pardot),migratingtheirdatatoanewplatformandgettinguptospeedonanewapplicationisasignificantundertaking.

•MAPsplatformsaimedatsmallercompaniesaremoreeasilyreplaced.WhileAdobe,HubSpotandSalesforceallhaveestablishedMAPsavailabletocustomers,butthereareanumberofplatformsaimedatsmallandmediumbusinesses(SMBs)thatareeasiertomigratewithfewercostsandlesscomplexitythanenterpriseplatforms.Thesesmaller

applicationswillcountforsomeofthereplacements.

Allthatbeingsaid,theconsistentreplacementofmarketing

automationplatformsoverthepastseveralyearssuggestsmarketersdon’tseeenoughdifferentiationinthefieldtodeveloployaltytoa

singleplatformorvendor.

Whenusersdon’tseeorvaluedifferentiationbetweentheavailablesolutions,thesectorbecomescommoditized.Oncethathappens,

pricebecomesthedifferentiator.Aswesawearlier,costplayeda

significantrolewhenitcametochoosingareplacementapplicationin2024.

Whenusersdon’tseeorvaluedifferentiation betweentheavailable solutions,thesectorbecomescommoditized

、MarTechismarketins.©2024ThirdDoorMedia,Inc.6

ReplacementSurvey2024

Figure2-Mostreplacedmartechapplications,2020-2024

Martech

2020

2021

2022

2023

2024

Marketingautomation

40%

24%

23%

24%

31%

CRM

34%

22%

23%

17%

22%

Datamanagementplatform/CDP

19%

15%

17%

17%

21%

Emaildistribution

37%

24%

21%

16%

24%

Analytics/BI

36%

17%

11%

15%

20%

CMS

41%

17%

13%

11%

16%

Multi-functionmarketingsuite

(Ex:Adobe,Salesforce,Oraclemarketingclouds)

24%

10%

6%

9%

11%

Attribution/performancetools

14%

19%

11%

6%

11%

n=203for2024

Q:Whatmartechsolutiondidyoureplace?

MarTechismarketing.

Ontheotherendofthescale,sixmartechapplicationswerereplacedby10%orlessofthe2024surveyrespondents.ThosemartechtoolswereABMtools(10%),customerjourneyorchestration(10%),identityresolution(6%),digitalexperience

platforms(6%)anddatamanagementplatforms(10%).

Figure3-Martechapplicationsreplacedin2024

CMSEmaildistribution

Analytics/businessintelligenceMarketingautomation

Multi-functionmarketingsuite,e.g. AdobeMarketingCloud,SalesforceMarketingCloud,OracleMarketingCloud.

Customerdataplatform(CDP) DatamanagementplatformDigitalexperienceplatform(DXP) Attribution/performancetoolsSEOtools

DigitalassetmanagementDigitalevents/webinarplatformEcommerce

IdentityresolutionCustomerjourneyorchestration

ABMWorkandprojectmanagement

Other(pleasespecify)

CRM

0%10%20%30%40%50%60%70%80%90%100%

Q:Whatapplication(s)didyoureplace?n=235

MarTechismarketing.

、MarTechismarketins.©2024ThirdDoorMedia,Inc.7

ReplacementSurvey2024

Securityandcompliancescoredlowamongimportantfactorsforareplacement

Aswementionedatthetop,costpulledawayfromthepackwhen2024surveyrespondentswereaskedaboutimportantfactorsforreplacementapplications.Almostasequallysurprisingwasthelackofimportanceassignedtosecurityand

compliance.

Only26%ofrespondentscitedsecurityorcomplianceasimportantfactors,comparedto60%whocitedcost.

Figure4-Importantfactorswhenchoosingareplacement

AbilitytoactivelymeasureROICompliance

Datacentralization/datacapabilities

Integrationcapabilities/openAPISecuritySupport

Cost

Improvedcustomer/

digitalexperienceOther(pleasespecify)

0%10%20%30%40%50%60%70%80%90%100%

Q;Whatfactorswereimportantwhenchoosingthereplacement?(Selectallthatapply)n=203

MarTechismarketing.

Only26%ofrespondentscitedsecurityorcomplianceasimportantfactors,comparedto60%whocitedcost.

、MarTechismarketins.©2024ThirdDoorMedia,Inc.8

ReplacementSurvey2024

Thisisacuriousfindingbecausetheprotectionofcustomerdataisoftenfore-

mostonthemindsofbusinessleadersgiventhenumerousregulationsandcostlypenaltiesrelatedtodatabreachesandthemisuseofdata.

Ontheotherhand,itcouldbeinterpretedasasignthatmarketersandother

businessleadersincreasinglytrusttechnologyvendorstohavethesecurityandcomplianceoftheirtoolsandplatformshandledatthispoint.

Alookatwhichroleschampionedmartechreplacementsmightalsoshedsome

lighthere.Marketingmanagement(37%)andexecutivemanagement(26%)werethemostcommonchampions,accordingtothe2024respondents.

ITteammembers—arguablythemostlikelytoconsiderthesecurityandcompli-anceoftechsolutions—championedonly8%ofmartechreplacements.Still,ITdoesnotneedtochampionareplacementtobeinvolvedindiscussionsaround

securityandcompliance.

ITteammembers —arguablythe mostlikelyto considerthe securityand complianceof techsolutions—championedonly 8%ofmartechreplacements.

Executivemanagement

Marketingmanagement

Marketingoperations

Marketingstaff

IT

Sales

Figure5-Championsofmartechreplacements

0%10%20%30%40%50%60%70%80%90%100%

Q:Whoinyourorganizationchampionedthereplacement?n=203

MarTechismarketing.

、MarTechismarketins.©2024ThirdDoorMedia,Inc.9

ReplacementSurvey2024

Commercialapplicationswerethemostdominantreplacementsformartechapplications

Afull96%ofthemartechreplacementsinthesurveyinvolvedacommercialapplicationasthereplacementapplications.

Morethanthree-quarters(76%)ofthemartechreplacementsidentifiedbysurveyrespondentsinvolvedacommercialapplicationreplacinganothercommercialapplication.

For18%ofrespondents,theirmartechreplacementinvolvedahomegrownapplicationbeingreplacedbyacommercialapplication.

Themostrarecircumstancewasahomegrownapplicationreplacinganotherhomegrownapplication,whichwascitedbyonly2%ofrespondents.

Giventhatthemartechlandscapenowincludesmorethan14,000tools,thisshouldn’tcomeasahugesurprise.DespitebudgetrestrictionsandthecloseexaminationoftechusageandROI,easy-to-purchaseanddeploySaaSappsarereadilyavailabletomarketersandeveryotherroleinthebusiness.Theapplicationdevelopmentresourcesrequiredtobuildahomegrownapparen’talwaysaseasytocomebyformarketingorganizations.

Replacedhomegrownwithacommercialplatform

Replacedhomegrownwithanotherhomegrownplatform

Replacedcommercialwithahomegrownplatform

Replacedcommercialwithanothercommercialplatform

Figure6-Replacementsofcommercialandhomegrownmartechapplications

0%10%20%30%40%50%60%70%80%90%100%

Q:Whatscenariobestdescribesthisreplacement?(Ifyoureplacedmorethanoneapplication,pleasechooseoneofthemandanswerallquestionsrelatedtothatapplication.)n=235

MarTechismarketing.

、MarTechismarketins.©2024ThirdDoorMedia,Inc.10

14,000+

martechsolutions.

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ReplacementSurvey2024

Featuresleadthewaywhenit’stimetoconsiderreplacements

The2024surveyrespondentscitedcostasanimportantfactorwhenchoosingareplacementforamartechsolution.Butwhentheywereaskedwhytheyreplacedtheirapplicationtobeginwith,betterfeaturesrosetothetop.

Thisistrueforboththereplacementofhomegrownapplications,where48%ofrespondentscitedbetterfeaturesfromSaaSsoftware,andforcommercialapplications,where36%citedbetterfeatures.

Asforcosts,7%ofrespondentswhoreplacedhomegrownapplicationssaidtheydidittoreduceexpenses,while9%saidthehomegrownapplicationwastooexpensivetomaintain.

Thosemarketersreplacingcommercialmartechapplicationsweremorelikelytocitecosts.Nearlyone-quarter(23%)saidtheyreplacedtheircommercialapplicationtoreduceexpenses.

Thegrowinguseofcommercialapplicationsisacceleratingthepaceofchange.In2023,31%ofthereplacementsweremadeofsoftwarethathadbeeninplacefortwoyearsorless.Only21%ofreplacementsmadein2020wereapplicationsinplacefortwoorfeweryears.

Theseresultsdemonstratethatmarketersarewillingtochangemarketingtechnologyapplications–evenmission-criticalapplications–ifthereplacementsoftwareoffersmorevalue.Evaluatingnewapplicationsisoneoftheprincipaltasks

marketingtechnologyprofessionalssaythey’reresponsiblefor,accordingtoMarTech’sannualSalary&CareerSurvey.

Tooexpensivetomaintain

BetterfeaturesfromSaaSsoftware

Managementdecidedwe'renotasoftwarecompany

Outdatedcode

Reduceexpenses

Other(pleasespecify)

Figure7-Whyhomegrownmartechapplicationswerereplaced

0%10%20%30%40%50%60%70%80%90%100%

Q;Whydidyoureplacethishomegrownapplication?n=46

MarTechismarketing.

、MarTechismarketins.©2024ThirdDoorMedia,Inc.11

ReplacementSurvey2024

Betterfeatures

Reduceexpenses

Better/easierintegration

Other(pleasespecify)

Figure8-Whycommercialmartechapplicationswerereplaced

0%10%20%30%40%50%60%70%80%90%100%

Q:Whydidyoureplacethiscommercialapplication?n=187

MarTechismarketing.

、MarTechismarketins.©2024ThirdDoorMedia,Inc.12

ReplacementSurvey2024

Thelifespanofamartechapplication?About3to5years

Nearlytwo-thirdsofthemartechapplicationsreplacedbyrespondentstothe2024MarTechReplacementSurveywereinuseforfiveyearsorless.Forty-threepercentwereinuseforthreetofiveyears.

Thisdatahasaclassicbell-shapedcurve,withthreetofiveyearsappearingtobethesweetspotformartechreplacement.Thatcouldberelatedtothelengthsoflicensingagreementsorthetenureofmarketersorleadership.Butit’salsoasignthatuserswillexplorealternativesafteracoupleofyearstoseeifthere’sabetterdeal,betterfeaturesorbothavailableinthemarket.

Userswillexplorealternativesafteracoupleofyearstoseeifthere’sabetterdeal,betterfeaturesorbothavailableinthemarket.

Executivemanagement

Marketingmanagement

Marketingoperations

Marketingstaff

IT

Sales

Figure9-Lengthoftimelegacysystemwasinusebeforereplacement

0%10%20%30%40%50%60%70%80%90%100%

Q:Howlongwasthelegacysystemyou’rereplacingusedfor?n=203

MarTechismarketing.

、MarTechismarketins.©2024ThirdDoorMedia,Inc.13

ReplacementSurvey2024

Purchaseconsiderationisneither

slowingorspeedingup

Giventhebudgetpressuremanymarketersfaceandtheneedtomakeanair-tight

businesscase,martechreplacementsarestillbeingconsideredforsixmonthsorless,whichisaboutonparwiththe2023data.

In2024,68%ofrespondentstothesurveysaidtheirreplacementwasunder

considerationforsixmonthsorless.That’sdownslightlyfrom72%inthe2023survey.Thisisgoodnewsforvendors,asmarketersaremovingfairlyquicklywhenitcomestoreplacements.

Formarketers,thegoodnewsisthatthepurchaseprocessisnotbeingdrawnout.Havingthetimetoselectareplacement,getitdeployedandtraintheteamiscriticaltosuccesswiththeplatform.

68%of respondents tothesurvey saidtheir replacement wasunderconsiderationforsixmonths

orless.

Lessthanamonth

2to3months

3to6months

6to12months

Morethan12months

Figure10-Monthsmartechreplacementswereunderconsideration

0%10%20%30%40%50%60%70%80%90%100%

Q:Howmanymonthswasthereplacementunderconsiderationbeforeitwasapproved?n=203

MarTechismarketing.

、MarTechismarketins.©2024ThirdDoorMedia,Inc.14

ReplacementSurvey2024

Themartechmighthavechanged,buttheteamremainsthesame

There’smore tobeinga marketerthanthetoolsyouuse

Speakingofteams,it’snosecretthatmanymarketingteamssawstaffreductionsoverthepastcoupleofyears.Thatmightbeamongthereasonsmarketingorganizations

mostlyre-trainedtheirexistingstaffonnewtools,ratherthanhiringnewpeople.

Amoreobviousreasonisthatthere’smoretobeingamarketerthanthetoolsyouuse.

Existingteammembershaveinstitutionalknowledgeandrelationshipsthathelpthemdotheirjobs.

CommercialSaaSapplicationsareincreasinglyeasytouse,andwhiletheyaren’tidenticalbyanymeans,thelearningcurveisn’tassteepasitoncewas,especiallywithAIoftenavailablewithintheapplicationtohelp.

No.Weretrainedexistingstaff.

Yes.Wehiredanewteam.

Weretrainedexistingstaffandhiredsomenewpeople.

Weoutsourced/hiredanagency.

Figure11-Existingmarketersweretrainedinreplacementapplications

0%10%20%30%40%50%60%70%80%90%100%

Q:Didyouhirenewpeopleinconjunctionwiththereplacement?n=203

MarTechismarketing.

、MarTechismarketins.©2024ThirdDoorMedia,Inc.15

ReplacementSurvey2024

Martechstackscontinuetogrowformostmarketers

SaaSsoftwaremaybeamaturingmarketthat’smovingawayfromcrazygrowthratesandinterestratesmightbekeepingbusinessesfromspending,buttherespondentstothe2024MarTechReplacementSurveyreportedtheirmartechstackscontinuetogrow.

Morethanhalfoftherespondents(57%)saidtheirmartechstackgrewbyonetofiveapplicationsinthepastyear.Amongthosewhocitedadecreaseinapps,11%saidtheirstackshrankbyonetotwoapps,andanother11%saiditshrankbythreeormoreapps.

Nearlyone-in-five(18%)respondentssaidthenumberofappsintheirmartechstackremainedthesameinthepastyear.

Increasedby1-2applications

Increasedby3-5applications

Increasedby6+applications

Decreasedby1-2applications

Decreasedby3-5applications

Decreasedby6+applications

Remainedthesame

Figure12-Growthordecreaseinsizeofmartechstack

0%10%20%30%40%50%60%70%80%90%100%

Q:Hasthetotalnumberofapplicationsinyourmartechstackincreasedordecreasedinthepastyear?n=203

MarTechismarketing.

、MarTechismarketins.©2024ThirdDoorMedia,Inc.16

ReplacementSurvey2024

Moreaboutthesurveyrespondents

Whotookthe2024MarTechReplacementSurvey?Here’salookatthe2024respondentswithinformationabouttheirorganizationsandresponsibilities.

Nearlytwo-thirds(63%)ofthesurveyrespondentswereintheUnitedStates,withanother5%inIndia,5%intheU.K.,4%inCanada,3%inAustraliaand2%inGermany.

Agency&MarketingServicesBusiness/ProfessionalServicesConsumerProducts/Goods

FinanceGov/Non-Profit/Assoc/EducationHealthcare/Pharma

InsuranceManufacturing/WholesaleMedia/Publishing

Retail/EcommerceTechnology–Software/ServicesTravel/Hospitality

Noneoftheabove

Other(pleasespecify)

Figure13-Respondents’productsandservices

0%10%20%30%40%50%60%70%80%90%100%

Q:Whichofthesebestdescribesyourcompany’sproductsorservices?n=203

MarTechismarketing.

、MarTechismarketins.