23% of Marketers Have Replaced Their Marketing Automation Solution in 2022

As marketers look for ways to increase efficiency, new research indicates that many are beginning to replace key pieces of marketing technology (martech).

MarTech recently published the results of its “Martech Replacement Survey 2022,” and statistics suggested that marketing automation solutions have been the most replaced form of martech this year, as cited by 23% of respondents. Customer relationship management (CRM) platforms and SEO tools were also replaced by the same percentage of marketers. Approximately 21% stated that they have replaced their email distribution platform.

When selecting new martech, the majority of marketers (54%) said that integration capabilities/open API has been the most important factor taken into account. This was followed by data centralization/data capabilities (50%) and the ability to measure return-on-investment (50%).

Identifying and Resolving Ongoing Martech Issues

As more marketers begin to look for new martech, previous research suggests that many had been unsatisfied with their solutions for quite some time.

Ascend2 conducted “The Outlook on Marketing Technology” report, and the majority of respondents (72%) admitted that their martech stack had only been “somewhat successful” at helping them achieve strategic goals. Only 22% of best-in-class marketers stated that it has been “very successful,” while 6% said it has not been successful at all.

At the time, 62% of marketers said they knew that at least some components of their martech stack would need to be updated within the year to help them reach their key objectives.