2024-12-26-MarTech-2024年营销技术更换报告_23页_3mb

Replacement Survey 2024 Summary

Key Finding: Cost as Primary Factor

• Cost was the top factor in martech replacements in 2024, cited by over 60% of respondents. This reflects increased scrutiny on marketing budgets and ROI. Other factors included improved customer experience (50%) and integration (51%). Security and compliance were less important, at 26%.

Most Replaced Martech Applications

• Marketing automation platforms remained the most replaced application for five years, at 31%. Other common replacements were CRM (22%), data management platforms (21%), email distribution (24%), and analytics (20%).

Reasons for Replacement

• Better features were the primary reason for replacements (48% for homegrown apps, 36% for commercial apps).
• Cost reduction was a factor for about 23% of commercial application replacements and 7% of homegrown replacements.

Replacement Process and Timing

• Martech replacements were under consideration for an average of 6 months or less (down slightly from 2023).
• Organizations primarily retrained existing staff (71%), rather than hiring new people.

Lifespan of Martech Applications

• Most apps remained in use for 3-5 years, with nearly two-thirds of replacements involving applications in use for 5 years or less. Users often explored alternatives after a couple of years due to better features or costs.

Commercial vs. Homegrown Apps

• Commercial applications dominated replacements, accounting for 96% of all replacements. Homegrown apps were rare, making up only 4% of replacements.

Martech Stack Growth

• Despite economic pressures, 57% of respondents saw an increase in their martech stacks, with most increases being 1-5 applications.

Respondents Demographics

• Respondents primarily worked in B2B (58%) or both B2B and B2C (24%). Roles included marketing management (37%) and executive management (26%). About 63% were from the US.

Summary Conclusions

• Cost pressures and competitive features drive martech replacements, with a focus on commercial solutions. Martech stacks continue to grow, and the replacement process is relatively quick, favoring retraining over hiring.