With engagement technologies in place, marketers are now turning to the foundational layer for replacements.
“Enterprises have been in kind of a replacement mood,” said Tony Byrne, founder of Real Story Group, at The MarTech Conference.
The changes in customer behavior during the pandemic forced organizations to improve and update their engagement technology. That’s what our latest MarTech Replacement Survey showed.
Now, marketers are looking below the engagement layer in their stack, evaluating and replacing the foundational technology that powers the other layers.
The foundational layer
“More and more enterprises are investing in what we call ‘enterprise foundation’ services,” said Byrne. “These are systems that are not channel-specific. They live below your engagement platforms, and they help deliver a more omnichannel experience.”