Last week, we brought you this year’s MarTech Replacement Survey which, among other things, showed how bullish marketing organizations need to make changes to their marketing technology stacks during the pandemic.
This week, we’re sharing some key data across specific platforms in the report.
The main objective of the survey was to find out what types of solutions were being replaced and the reasons why marketers exchanged them. Our data has shown that organizations have replaced a wide range of tools, some very central to marketing activities. Here is the breakdown:
Marketing and email automation. The most widely superseded solutions surely reflect the increased need for digital engagement we have witnessed over the past year to 15 months. Marketing automation (24%) and email distribution (23%) top the list. CDP / DMP showed growth, but less strong (15%). The solutions listed in the 2019 survey were slightly different (the space, of course, is changing rapidly), but marketing automation tops the list two years in a row. In contrast, only 6% of those surveyed said they replaced email solutions in 2019, signaling the greater importance of email in times of pandemic. Of course, for many businesses, marketing automation acts as their messaging solution.
CRM. The third solution replaced was CRM (23%), which was surprising because while B2B companies had mostly good reasons to acquire CRM in 2020, it is not as clear why existing CRMs needed to be replaced. The most likely explanation has to do with the increasingly digital nature of the B2B buying journey and the need to execute data-driven engagement at the right touchpoints. The results suggest that many of the CRMs previously in place did not meet this need. It is also possible that the replaced CRMs may not work well with fulfillment solutions such as marketing automation.
Virtual and remote. As you might expect, there have been upgrades for virtual event management (16%) and for those types of workflow tools that may not be strictly marketing specific, but that help distributed marketing and marketing operations teams doing their jobs (15%). It will be interesting to see in a year whether these solutions will still be valued; we assume that in a hybrid real / digital world the answer is yes.
Electronic commerce and CMS. With so many B2B organizations forced to offer digital support for the buying journey, and even self-service options in categories previously heavily driven by in-person contact with sales, we might have expected to see more emphasis on e-commerce solutions or CMS. that support e-commerce and other digital content. 17% have replaced their CMS, 11% their e-commerce solution. Digital asset management (12%) is also part of the content marketing stack. Due to the growing importance of content, this could be taken as an indication that organizations were largely happy with what they had.
Audience and intelligence. The other double-digit replacements were attribution / performance tools at 19%; Analytics / business intelligence (17%); and SEO tools (16%). With the pandemic leading to a greater focus on digital, businesses on the budget have focused on digital advertising. So it’s no surprise that marketers have replaced performance tools. SEO has also become extremely important for businesses, as the digital presence has become the only storefront that mattered at the height of the pandemic. And with an increased focus on digital businesses, we suspect organizations are looking for more robust analytics platforms to monitor ROI. However, the orchestration / analysis of the customer journey (9%) could have been ranked higher. This is something that needs to play a bigger role as the channels continue to proliferate.
Fearless replacements. Considering the investment in cost and time involved in replacing a multifunction marketing suite such as those offered by Adobe, Oracle and Salesforce, it should be noted that nearly 10% of those surveyed replaced one during of the period of investigation. This indicates a significant financial investment, possibly including implementation consultants, and a significant investment in man-hours as well.
Untouched? The least replaced solutions on our list related to ABM and Identity Resolution. Given the importance of ABM, especially for B2B marketers, this might reflect satisfaction with existing solutions, or perhaps a lack of significantly differentiated alternatives for organizations not looking to upgrade. an enterprise solution. Identity resolution may not be viewed as a separate tool from a CDP or DMP.
Replacement holster: headless
Thomas Prommer, marketing and technology consultant, acts as a senior technology advisor for a retail company in excess of $ 500 million. This year, his client replaced a commercial CMS with a headless business model.
“We were moving towards a headless CMS, and we were moving away from the walled gardens of companies like Salesforce and Adobe and more towards pure gaming,” said Prommer.
With migrations underway, the organization prefers a modular toolset over single-vendor ecosystems.
“Ecosystems will be best for particular digital capabilities, including personalization and messaging,” said Prommer. “In this world, you don’t get all of your services from one source.”
Prommer said his organization looks for the best in every category, like personalization and messaging. He sees this trend towards modular ecosystems gaining momentum in organizations that drive innovation, like retail and media, compared to industries like finance which tend to lag behind.