I have two surveys for you that I think you will love it.
The first is one that I ask you to take: a survey of the-The-BS cut on the real forms in which it is seeing gene ai used in your organization or not. These data will contribute to the “Marsch for 2025” report and the French Riemersma virtual event and I will share on December 3. More details to follow. Both and thousands of their companions who will read this will be immensely grateful for their contribution. Take the survey here. Thank you!
(Like a small bonus to take the survey, you will receive a special edition of our Marketing Technology landscape graph that focuses exclusively on the thousands of new Ai Martech companies that we have cataloged on last year).
The second survey, the Marsch 2024 replacement survey directed by my good friends at Marsch.org, is one that can download the full report, free and ugatte, now. They have a leg executing this survey for 5 years, and it is one of my favorites for the idea of how and Because Martech’s batteries are evolving.
Of 496 respondents, a complete 65% reported that they replaced one or more Marsch solutions in their pile during the past year. These are the most frequently replaced applications:
What Salta immediately is the significant UPICK in replacements in all areas compared to the last two years. 31% replaced its central marketing automation platform. 22% replaced its CRM. 21% replaced its CDP. That is a lot of agitation!
(Note: 58% of respondents were in B2B, 42% in B2C).
There are three different theories about what this is promoting.
- Theory #1: The industry is consolidating and people are also turning off the products in a category to go with one of the main 3-5 leaders.
- Theory #2: People change from a leader in one category to another, better optimization for the factors that we will discuss in a moment.
- Theory #3: People change to new Challenger products in the category.
I suppose, and this is purely an assumption, is that the three theories are at stake in the current market, but mainly in the order in which I listed them. I believe that most of the changes in the primary categories of Marsh of the thesis are fused forces around their respective leaders. (Disclosure: I am also the vice president or ecosystem of the platform in HubSpot, who is considered one of those leaders, so I suppose I am partial).
“So Marsch is finally consolidating!” You may rejoice.
To which I would answer: “Yes, but …”
Yes, but Marsch’s story in the last 16 years has been a simultaneous consolidation at one end and a new expansion through disruptive innovation at the other extreme. And one of the data points of this Martech replacement survey suggests that the paradox is still alive and well:
Most-60%of the respondents who said they replaced a Matech application in the last year, also said that their Total Marsch pile grew by 1-2 applications, 3-5 applications or more than 6 applications. Another 18% said their battery was still the same size.
Only 22% said their Marsch pile shrugged.
If I had to take another assumption, I suspect that this is consolidation and expansion that occurs simultaneously. Your replacement for a Marstch application with another may have eliminated other applications from your pile. But at the same time, the new disruptive innovations and evolutionary marketing requirements led them to add new applications to the mixture.
This leads to the finding that is more interesting for me, highlighted at the top of this publication:
When people replace a Marsch solution with another, what factors are most important for the topic in the new solution they chose?
You can see that the footprint of the CFO hand and the marketing marketing leaders of fiscal mentality in the “cost” are factor #1 this year, with 61% citing it an important factor. Good.
However, the most important factor #2 is “Open Integration/API capabilities” with 51% citing it. This should not be a surprise: integration has remained at the top of the demands of marketing specialists of a better Marsch for years. Our Marsch 2024 state report in May, in May, that the APIs are very important for Marsch buyers, not only for today’s use cases, but also in support of the new data layer that emerges in many colleagues and preparation for the next automation wave with AI.
The improved customer/digital experience is #2. The centralization of data/data capacities and the ability to actively measure the ROI are linked to #4. (As I have pointed out before, the API, the centralization of data and the measurement of Roi are a bit grouped to unify marketing oepries).
I know, I know, security and compliance should be much over 26%. My third and final assumption is that they are really considered as “Givens”: the purchase will simply not pass the approval process if the thesis requirements are not satisfied, so it is not criteria that marketing specialists spend a lot of time consciously discussing the selection.
General compilation: Marsch is definitely not standing.
PS: Take our AI Gen survey for Mars for 2025 and get that additional landscape from AI Marsch. Thank you!
