mt logo
MarTech » Marketing management »
Chat with MarTechBot
Please note that your conversations will be recorded.
MarTechBot: I am trained on the MarTech.org archives, ask me anything!
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.
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.
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.
Dig deeper: No code tools are transforming marketers into makers
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:
Email:
See terms.
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.
Contributing authors are invited to create content for MarTech and are chosen for their expertise and contribution to the martech community. Our contributors work under the oversight of the editorial staff and contributions are checked for quality and relevance to our readers. The opinions they express are their own.
Related stories
New on MarTech
About the author
Related topics
Fuel for your marketing strategy.
See terms.
Discover time-saving technologies and actionable tactics that can help you overcome crucial marketing challenges.
Start discovering now: MarTech spring
Online Sept. 24-25, 2024: MarTech fall
Learn actionable search marketing tactics that can help you drive more traffic, leads, and revenue.
Start training now:: SMX Advanced
November 14-15, 2022: SMX Next
March 8-9, 2022: Master Classes
Why Data Standards Are the Key to Your Data Success
Everything You Need to Know About CTV Audience Targeting (in under 60 minutes)
The Personalization Framework: Building Blocks for Exceptional Customer Experiences
Enterprise SEO Platforms: A Marketer’s Guide
Marketing Attribution and Performance Management Platforms: A Marketer’s Guide
Enterprise Customer Experience Management Platforms: A Marketer’s Guide
The 4 Essential Strategies of Data-Driven Marketing
Meet your new AI-powered marketing assistant!
Fuel for your marketing strategy.
Topics
Our events
About
Follow us
© 2024 Third Door Media, Inc. All rights reserved.
Third Door Media, Inc. is a publisher and marketing solutions provider incorporated in Delaware, USA, with an address 88 Schoolhouse Road, PO Box 3103, Edgartown, MA 02539. Third Door Media operates business-to-business media properties and produces events. It is the publisher of MarTech.org, the leading marketing technology digital publication.
Why the business automation market is poised to explode – MarTech
