Are martech tools being replaced more or less in 2023 compared with previous years? Which types of tools are being replaced the most? Why are marketers deciding to replace martech tools?
To find out, MarTech surveyed 443 marketers in the second quarter of 2023.
The researchers found that the replacement rate of key marketing technologies is consistent in 2023 with the replacement rate in 2022 and 2021. The only outlier year was 2020, when the replacement rate spiked across many key marketing technologies.
The most commonly replaced martech tools are marketing automation platforms (24% of respondents say they have changed in 2023), SEO software (22%), and work/product management solutions (18%).
Marketers say the top reasons they decide to replace martech tools are because of an improved customer/digital experience (38% cite as a reason), cost, and integration capabilities (36%).
About the research: The report was based on data from a survey of 443 marketers conducted in the second quarter of 2023.
