2024年营销技术更换报告（英）_22页_2mb

Summary of 2024 MarTech Replacement Survey

Introduction

The 2024 MarTech Replacement Survey analyzes reasons for replacing martech solutions, highlighting cost as a dominant factor amid economic pressures. Key findings focus on replacement trends, drivers, and demographic insights from 203 respondents.

Key Findings

• Cost was the top factor for martech replacement in 2024, cited by 60% of respondents.
• Marketing automation platforms were the most-replaced application, replacing the fifth year in a row.
• Security and compliance scored low, with only 26% of respondents deeming them important.

Most-Replaced Applications

• Marketing automation: 31% of replacements.
• Commercial applications dominated, with 96% of replacements involving commercial tools.

Important Factors for Replacement

• Better features were a primary reason for replacement, with cost also significant in commercial apps.

Cost Factor Dominance

• Cost pulled ahead in 2024 due to economic pressures, contrasting with 2023 where it was more balanced with other factors.

Security and Compliance

• Security and compliance factors were low priority, with only 26% of respondents considering them, while cost concern increased.

Commercial vs. Homegrown Apps

• 96% of replacements used commercial apps, with IT rarely championing replacements (8% of cases).

Martech Lifespan

• Most martech applications replaced were in use for 3-5 years, indicating a sweet spot for replacement.

Purchase Process

• Martech replacements were considered for an average of 6 months or less, slightly down from 2023.

Hiring and Training

• Marketers mostly retrained existing staff (71%) rather than hiring new team members.

Martech Stack Growth

• Over half (57%) of respondents reported growth in their martech stack by 1-5 applications in the past year.

Respondent Demographics

• Respondents primarily used commercial martech, with a focus on cost-conscious marketing teams.