How is AI reshaping martech replacements? Share your insights
The 2025 MarTech Replacement Survey is here. Take a few minutes to share your experience reshaping your martech stack.
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TL;DR: Take the 2025 MarTech Replacement Survey.
The 2024 MarTech Replacement Survey gave us insights into how marketers evaluate and replace their technology tools. A clear majority of the 2024 respondents reported replacing a martech solution in the past year — most often with a commercial application.
Cost emerged as the top consideration in 2024 among marketers choosing new tools, followed closely by factors like integration, APIs, data strategies and the ability to measure ROI effectively.
We also saw that replacing tools isn’t a quick dash. It’s a thoughtful journey that typically spans several months, led primarily by marketing management, ofand ten involving re-training the current team rather than bringing in new hires.
What’s new in 2025?
This year’s MarTech Replacement Survey builds on that foundation with an important update: new answer options designed to capture how AI is influencing martech stacks and marketing teams.
From embedded features inside established platforms to experimental AI tools that challenge traditional workflows, we want to understand how artificial intelligence is reshaping the reasons behind replacement decisions and the processes teams use to evaluate their stacks.
Why your voice matters
As the martech space continues to evolve — driven by AI’s rapid advancements and ongoing challenges around cost, integration and team skills — your perspective is crucial. By sharing your experiences, you’ll help create a clearer picture of what’s really happening in the field.
When the survey is done, we’ll release the report to the community. No registration required. It’s a free resource to help you and your team plan for the future of your martech stack.
Ready to contribute? The survey takes only a few minutes to complete.
MarTech is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.
Mike Pastore is the Head of Content & Media at Third Door Media, the publisher of the Martech and Search Engine Land websites and the producer of the SMX and MarTech Conferences. In nearly three decades in B2B marketing, Mike has worked as an editor, writer, and marketer. He first wrote 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. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
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