Marketing automation software was switched more than other systems last year, judging by Email Marketing Platforms: A Marketer’s Guide, a study from MarTech.
Among the email marketers polled, 24% changed their automation software, roughly the same as the prior two years.
In addition, 17% changed their CRM program last year and the same percentage took on a new data management platform/customer data platform. Fresh email distribution programs were put in place by 16% and business intelligence software by 15%.
Why do companies make such changes? When deciding to replace homegrown applications, they cite these issues:
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The list is slightly different for commercial applications replacements:
Of course, like everything, automation software was way more likely to be replaced in 2020—40% did so during that “turbulent year,” as the study describes it. And 34% replaced their CRM software, 37% their email distribution and 36% their analytics/business intelligence.
MarTech conducted in-depth interviews with vendors and industry experts in the fourth quarter of 2023, and also utilized third-party research.
In addition, MarTech analyzed these vendors without recommending any of them: