Marketing automation platforms (31%) and email distribution tools (24%) are the most replaced martech solutions in 2024.
The top reason marketers replace homegrown martech apps is for better features from SaaS solutions.
The top factors when looking for replacements are cost, customer/digital experience, and integration capabilities.
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Martech Replacement Trends in 2024
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AI is reshaping SaaS as flexibility, customization, and rapid prototyping replace rigid contracts. Learn how B2B leaders can modernize stacks, pilot AI-native alternatives, and measure real value faster. Read more.
Natural language interfaces (NLIs) are changing how marketers access and analyze data, enabling faster insights, better decision-making, and more efficient workflows. Read more.
Customer expectations demand instant responses. Learn how combining CDPs with real-time activation closes gaps, reduces latency, and boosts revenue performance. Read more.
Adtech faces a reset as SSPs must demonstrate real value. Publishers demand transparency, performance, and partnership over volume and empty promises. Read more.
Martech implementations often fail all too often. Discover the factors that drive failure and those that fuel success and sustained ROI. Read more.
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