新冠大流行对营销技术的影响（英）-17页_1mb

MARTECH Replacement Survey 2021 Summary

Core Content

The MarTech Replacement Survey 2021 examines how marketing technology stacks evolved during the pandemic, highlighting the frequency of tool replacements, the reasons behind them, and the role of leadership in driving these changes. The survey collected responses from 374 marketers, with 252 indicating they replaced a marketing technology application in the past year, representing 67% of respondents. The findings reveal a shift toward modular, best-of-breed solutions and a focus on digital transformation, data management, and customer experience.

Main Findings

1. Wide Range of Marketing Tools Replaced

• Marketing Automation (24%) and Email Distribution (23%) were the most frequently replaced tools, reflecting the heightened need for digital engagement during the pandemic.
• CDPs/DMPs (15%), CRM (23%), Virtual Event Management (16%), and Workflow Tools (15%) also saw significant replacement activity.
• E-commerce (11%) and CMS (17%) were less frequently replaced, indicating some satisfaction with existing solutions.
• ABM (Account-Based Marketing) and Identity Resolution were the least replaced, possibly due to lack of alternatives or existing satisfaction with current tools.

2. Reasons for Replacement

• Better Features (51%) and Improved Customer/Digital Experience (42%) were the top reasons for replacing tools.
• Integration Capabilities/Open API (41%) was also a key factor, as marketers sought to avoid creating new data silos.
• Cost (23%) was a secondary concern, especially when moving between commercial solutions.
• Compliance and Security were less emphasized, likely due to the ongoing adjustment to GDPR and other regulations.

3. Replacement Drivers

• Senior and Executive Leadership (30%) and Marketing Management (39%) were the primary champions of replacement decisions.
• Marketing Operations (12%) were underrepresented as champions, possibly due to misclassification or a shift in their perceived role.
• Decision-Making Speed accelerated, with 55% of marketers making decisions within 2–3 months, compared to 3–6 months in 2019.

4. Pandemic Influence

• 52% of respondents reported that the pandemic did not influence their replacement decisions, while 48% said it did.
• The survey suggests that many replacements were part of pre-existing digital transformation plans rather than direct pandemic-driven changes.

5. Talent Strategy

• 55% of marketers retrained existing staff instead of hiring new personnel.
• 18% hired a new team, and 24% used a mix of retraining and hiring.
• Outsourcing/hiring an agency dropped from 8% in 2019 to 3% in 2021, reflecting a preference for internal capability development.

Key Case Studies

Going Headless

• A $500+ million retail company replaced a traditional CMS with a headless model, favoring modular, best-of-breed solutions over single-vendor ecosystems.
• This shift highlights the growing preference for flexibility and integration in digital environments.

Negotiating for Price Cuts

• Alyce, a B2B gifting platform, sought cost-effective data enrichment solutions.
• After negotiating, LinkedIn Sales Insights offered a price cut, leading to a renewed partnership with the platform.

Consolidating Project Management

• ACE Solar moved to Scoop Solar, a project management tool tailored to the solar industry.
• This allowed for streamlined workflows and better integration with marketing and operations teams, especially during remote operations.

Building a Homegrown Video Player

• Mediavine, a digital ad management platform, decided to build an in-house video player to serve ads without producing content.
• This move was driven by the lack of demand during the pandemic and the need for creative revenue strategies.

Respondent Demographics

• Company Revenue:

  • 24% from Technology - Software/Services
  • 17% from Agency & Marketing Services
  • 10% from Business/Professional Services
  • 5% from Retail/Ecommerce, 5% from Gov/Non-Profit, and 3% from other sectors.

• Geographic Distribution:

  • 65% of respondents were based in the United States.
  • 70% were in North America.
  • No other region reached 10%.

• Job Titles:

  • Marketing Management (24%) and Executive Management (14%) were the most common roles.
  • Marketing Operations Management (11%) and Consultants (9%) were also well-represented.
  • IT Management (4%) and Marketing Staff (8%) were less prominent, possibly due to the nature of the MarTech audience.

Conclusion

The MarTech Replacement Survey 2021 underscores a continued push toward digital transformation, modular ecosystems, and data-driven marketing. While the pandemic influenced some decisions, many were part of pre-existing strategies. Marketers increasingly prioritize integration, data capabilities, and customer experience, with retraining becoming the preferred approach over hiring new staff. This trend reflects a broader shift in how marketing teams are managed and how they are leveraging technology to enhance performance in a digital-first world.