8 challenges for marketing teams navigating the MAP market

Marketing automation platforms (MAPs) are vital tools for many marketing organizations, and like many complex software applications, teams will face challenges before, during and after their deployment.

According to the annual MarTech Replacement Survey, marketing automation platforms have been the most-replaced application in the martech stack for several years. 

A full-featured marketing automation is also a sizable investment. Marketing teams are under pressure to demonstrate ROI for their martech tools, which requires a smooth deployment (which often includes a migration from another platform) and a rapid ramp-up time.

MAP market challenges

1. Utilization challenges 

MAP vendors, like many software vendors, struggle to encourage users to use functionality beyond what they are accustomed to, as many companies use only a small subset of their platform’s features. Marketing teams often fail to use capabilities they are paying for as they are trying to prove ROI. 

Dig deeper: Download the MarTech buyer’s guide for marketing automation platforms (registration required)

2. The lack of differentiation

The high replacement rate for MAPs suggests vendors are failing to innovate and differentiate themselves in what has become a somewhat commoditized category. MAPs also face the challenge of distinguishing themselves from other tools with overlapping functionality, such as email marketing platforms, multi-channel marketing hubs, ABM platforms, journey orchestration platforms and CDPs.

It’s also a problem for marketing teams trying to get the money for a MAP system. Some other tools might have lower price points but lack some capabilities. In a commoditized market, marketing teams under pressure to watch expenses will be tempted to go with the best price. 

3. Data disconnect

According to the MarTech Intelligence Report on marketing automation platforms, just 47% of brands are collecting zero-party data, and even fewer use it to personalize campaigns, leading to poor results.

4. Demonstrating ROI

Marketers face increased pressure to demonstrate the ROI of their technology investments. They will be pressured to choose platforms with fewer features and a lower price tag, and they will be pressured to migrate from one MAP to another only to cut costs. 

5. Integration challenges

Getting the various tools in a martech stack to “talk” to each other and leverage collective data and insights to gain efficiencies and more conversions is often a challenge. Integration options and APIs should be explored as a part of the MAP selection process. And that goes for new investments beyond the marketing automation platform.  

6. MAP complexity

Vendors continue to build in complexity with more and more capabilities, which can be difficult for companies to fully utilize. More capabilities also require more training for users.

7. Channel proliferation

The increasing number of channels and devices makes it difficult for marketers to target prospects with the right messages on the right devices at the right times. MAP vendors need to respond quickly to new channels and platforms so marketers can reach a fickle audience that migrates from platform to platform regularly.

8. Evolving buyer behavior

In the B2B realm, in particular, prospects manage more of the buying process by independently researching brand websites and social channels without engaging with a sales representative. 

This upends the buying process many MAP platforms address. And according to some industry voices, the use (some would say abuse) of marketing automation is partly responsible for this behavioral shift. 

Download the MarTech Intelligence Report for marketing automation platforms for profiles of 14 vendors in the MAP space, capabilities comparisons and more.