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Why the business automation market is poised to explode



Why the business automation market is poised to explode

The business automation market is showing no signs of slowing down. Gartner predicts that the integration/automation market is projected to grow by $32 billion by the end of 2025, scaling nearly 50 percent in five years alone. 

Last month, Perkuto joined more than 2,000 registrants across the globe to attend the Workato partner kickoff event. We gained insight into Workato’s product roadmap, technical updates, and new frameworks in addition to hearing how they will support partner growth. And a lot of those insights show just how critical these tools are becoming for marketers.

According to Vijay Tella, co-founder and CEO, Workato is converging the three most dynamic markets: iPaaS, full lifecycle API management, and robotic process automation (RPA) to solve for a market with too many specialized tools. 

iPaaS is having its moment

Massimo Pezzini, head of research, future of the enterprise at Workato, predicts that organizations will begin to slow investment in B2B gateway software, MFT (managed file transfer), and master data management (bottom right of the chart below), and increase investment in iPaaS, full life cycle API management, and data integration tools (bottom left of the chart). iPaaS will lead the way at a predicted revenue of $9 billion by 2025. 

Source: Gartner

So, how can we attribute the exponential growth of iPaaS? According to Workato, the two leading factors are versatility and ease of use; which makes iPaaS appealing for small to midsize organizations with fewer resources. 

What does iPaaS adoption look like specific to marketing operations? 

The 2022 Marketo Engage User Study, conducted in partnership with Adobe, found that only 17.7% of Marketo users are currently integrating iPaaS with their Marketo instance. We predict increased adoption in the coming year. Of Marketo users currently integrating iPaaS with Marketo, 44% are using Workato. 


To lead the charge for enterprise automation, marketing operations will need to accelerate adoption. 

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Organizations continue to invest in automation

Not only are CIOs onboard with integration technologies, but they also consider them critical to achieving their business goals. Gartner revealed that 34% of CIOs in the U.S. plan to invest more in integration technologies, APIs, and API architecture. 

Massimo delved into five reasons why automation is crucial for business success: 

  1. Reduce cost and increase efficiency by streamlining processes and minimizing manual errors.
  2. Improve customer and employee experience by providing an integrated, consistent, intuitive, and conversational user interface. 
  3. Enable business agility and change by incrementally reshaping legacy processes. 
  4. Provide insights and situation awareness by streamlining and minimizing manual errors. 
  5. Building differentiation via innovation by creatively assembling “commodity” systems. 

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Building an effective automation strategy 

Technology is the last thing you think about when building an automation strategy, yet many organizations get this part wrong. Instead, Massimo suggested beginning with defining your goals, requirements, and other functional and non-functional requirements. Workato shared a framework for how organizations should be approaching their automation strategy. 

It will be interesting to see whether 2022 will indeed be a transformative year for iPaaS and the automation market as a whole.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About The Author

Digital Content Specialist at Perkuto. Detail-oriented wordsmith with a passion for creating memorable content that tells a story. Over 4 years of experience in the digital marketing space, focused on SEO-driven content, social media strategy, and boosting brand awareness. Loves hot yoga, traveling, and spending time with my partner and two French bulldogs.

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Martech failure? 50% say loyalty programs don’t offer much value



Martech failure? 50% say loyalty programs don't offer much value

The goal of martech is to add value for business and customer via personalized experiences which increase brand engagement. Loyalty programs seem like the perfect channel for this. So why is there such a huge gap between customers’ expectations for those programs and what they get?

Half of all US customers say loyalty programs don’t offer much value, according to a report from digital insights firm Incisiv and Punchh, a customer loyalty services provider. This is a real problem, given the huge impact these programs have on customer retention, satisfaction and brand advocacy. Customers who sign up for them engage with that brand 70% more than those who do not. 

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The gaps. So what is it customers want and aren’t getting?

  • 70% prefer to manage loyalty programs via app.
    • 26% Top 150 retailers and restaurant chains have a dedicated loyalty app.
  • 67% expect surprise gifts.
    • 28% Retailers and restaurant chains send gifts, offers or discounts on special occasions
  • 75% prefer instant discounts/redemptions.
    • 16% Retailers and restaurant chains offer instant discount on purchases instead of reward points.
  • 72% expect personalized rewards.
    • 48% Retailers and restaurant chains offer some form of personalization.

Enough with the cards already. It’s 2022 and people have been irritated about physical loyalty cards for decades. In case your own experience isn’t proof enough: 43% of shoppers say physical cards are the biggest obstacles to claiming rewards. And, this shouldn’t be surprising, 57% of shoppers like to engage with loyalty programs on their mobile phones. This means a digital rewards card is the bare minimum if you don’t have an app. 

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If you do have an app, it should clearly provide more functionality and benefits than a card. The more it does that, the more people are likely to use it. Over 70% of shoppers are more likely to participate in a loyalty program that provides access to loyalty cards and rewards via its mobile app. However, only 4% of grocery retailers offer enhanced rewards or benefits on their apps.

Make members feel special. Joining a loyalty program signals that a customer values your brand (37% of shoppers are willing to pay to join or upgrade to a higher tier of their loyalty membership). Make sure they know you feel the same about them. Nearly 60% say loyalty programs don’t make them feel they are a part of an exclusive group. How? Well, 46% want premier or exclusive access to sales and promotions.


Why we care. I can’t tell you how many websites I registered with and forgot about that send me an email on my birthday. I get them from a few loyalty programs as well. I’ve never gotten one with an offer or a discount. 

The bare minimum martech stack provides data unification, digitization and channel integration. A good one offers real-time analysis of customer behavior (past purchases, browsing history, etc.) combined with things like product attributes and availability to create an attractive personalized offering. For the customer, loyalty programs have to be more than a way to earn points. They have to give something unique and special. If your stack can’t tell you what that thing is, there’s something wrong with it.

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About The Author

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

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