Which types of marketing technology are replaced most often? Why do marketers decide to replace martech solutions? What do marketers look for in replacements?

To find out, researchers at MarTech.org surveyed 496 marketers from around the world (58% work for B2B firms, 42% for B2C or hybrid firms).

The most replaced martech solutions in 2024 have been marketing automation platforms (31% of respondents say their firm has replaced) and email distribution tools (24%).

Respondents say the top reason they replaced homegrown martech applications is because they could get better features from SaaS solutions.

Respondents say the top reason they replaced commercial martech applications is for better features.

Marketers say the top factors they consider when looking at replacement solutions are cost, customer/digital experience, and integration capabilities.

About the research: The report was based on data from a survey of 496 marketers from around the world (58% work for B2B firms, 42% for B2C or hybrid firms).