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.
[2 minute read]