24% marketers replaced existing marketing automation solutions in the past year

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 03, 2021, 2:12 AM UTC

MarTech’s recent poll of 374 marketers from SMBs and large companies found that 23% of marketers replaced their CRM tools over the last year.

In that period, to update their marketing capabilities, 67% of respondents replaced marketing technology tool. Nearly half of them did so as a result of the pandemic, and 50% of marketers replaced martech due to a need.

When asked why they are substituting martech, 51% said it was because of "data centralisation/data capabilities," followed by improved customer/digital experiences, as stated by 42%. Other reasons included "integration capabilities/open API” and costs at 41%.

Marketing automation solutions were replaced the most according to 24% of marketers. Also, 23% of marketers swapped email distribution martech, and 19% changed attribution/business intelligence tools.

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