Tl; DR: Take the 2025 Martech replacement.
The 2024 Martech replacement research gave us insight into how marketers evaluate and replace their technological tools. A clear majority of the 2024 respondents reported to replace a Martech solution in the past year – usually with a commercial application.
Costs emerged as the most important consideration in 2024 with marketers who choose new tools, closely followed by factors such as integration, APIs, data strategies and the ability to effectively measure ROI.
We also saw that replacing tools is not a quick dashboard. It is a well -considered journey that usually extends for a few months, mainly led by marketing management, and ten in which the current team is being trained instead of bringing in new recruitments.
What’s new in 2025?
This year’s Martech Replacement Survey builds on that foundation with an important update: new answer options that are designed to record how AI Martech stacks and marketing teams influences.
From embedded functions in established platforms to experimental AI tools that challenge traditional workflows, we want to understand how artificial intelligence reforms the reasons behind replacement decisions and the processes that teams use to evaluate their piles.
Why your voice matters
While the Martech space continues to evolve – driven by AI’s rapid progress and continuous challenges around costs, integration and team skills – your perspective is crucial. By sharing your experiences, you help make a clearer picture of what is really happening in the field.
When the survey is completed, we will release the report to the community. No registration required. It is a free source to help you and your team plan for the future of your Martech pile.
Ready to contribute? The Survey takes only a few minutes to complete.
Fuel with free marketing insights.
Martech is owned by Semus. We continue to use high -quality coverage of marketing topics. Unless stated otherwise, the content of this page is written by an employee or a paid contractor of Semus Inc.
About the author
Mike Pastore spent almost three decades in B2B marketing, as an editor, writer and marketer. He wrote for the first time about marketing in 1998 for Internet.com (later Jupitermedia). He then worked with marketers at some of the best known brands in B2B Tech Creating Content for Marketing Campaigns at both Jupitermedia and Quinstreet. Before he came to Third through Media as the editorial director of the Marchech website, he led the question generation at B2B Media Company TechnologyAdvice.
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