Take the 2024 MarTech Replacement Survey

What marketing tech have you replaced in the past year and why? Is your martech stack growing or shrinking? We want to know.

We’ll look back at 2024 as the year AI made its way into the martech stack.

Generative AI, in particular, quickly appeared in a wide range of martech applications.

In fact, as the martech landscape grew to more than 14,000 new applications in 2024, 77% of the 3,068 new tools introduced this year are based on generative AI.

Every year, the annual MarTech Replacement Survey asks the marketing community about the martech solutions they replaced in the past 12 months.

In the past several years, the survey identified a number of interesting trends:

• Marketing automation platforms are the most-replaced martech application for three years running as we launch the 2024 survey.
• A growing number of replacements (more than one-third in 2023) are aimed at improving the customer experience.
• Commercial applications continue to replace homegrown solutions.

In the year that’s passed since the 2023 survey was launched, we’ve seen continued layoffs in the tech sector, in particular.

Marketers and marketing operations professionals who took part in MarTech’s most recent Salary & Career Survey identified a decrease in job satisfaction, a focus on demonstrating the value of their work and resource limitations.

Against this backdrop, we’re launching the 2024 MarTech Replacement Survey.

This brief survey will explore the applications your marketing organization replaced in the past year, why you replaced them, whether your martech stack is growing or shrinking, and more.