Homegrown Martech Tools Are Gaining Popularity Again
▼ Summary
– MarTech’s 2025 survey shows nearly 25% of new marketing tools will be homegrown solutions, marking a significant shift.
– Around 60% of new tools will still come from commercial vendors, but homegrown solutions are gaining unexpected traction.
– The 2024 MarTech Replacement Survey found homegrown solutions were nearly extinct, with less than 10% replacing commercial tools with them.
– Over 70% of respondents in the 2024 survey replaced commercial tools with other commercial tools, not homegrown alternatives.
– The resurgence of homegrown martech is likely driven by AI, enabling “citizen developers” to create apps without coding expertise.
Businesses are increasingly turning to custom-built marketing technology solutions, marking a notable shift in how companies approach their tech stacks. Recent data reveals that roughly 25% of new marketing tools being added to organizational arsenals are developed in-house rather than purchased from commercial vendors. This resurgence comes as a surprise, given that just a year earlier, proprietary solutions appeared to be fading from relevance.
The change becomes even more striking when comparing survey results. Earlier findings indicated that over 70% of organizations swapped commercial tools for other vendor-provided options, with fewer than 10% opting to develop their own replacements. Fast forward to the latest research, and the landscape looks markedly different.
So what’s driving this renewed interest in homegrown martech? The rise of AI-powered development tools plays a pivotal role. These advancements empower so-called “citizen developers”, employees without extensive programming expertise, to build tailored applications that address specific business needs. No longer confined to relying solely on off-the-shelf software, teams can now craft solutions that align precisely with their workflows and objectives.
This trend suggests a broader movement toward greater flexibility and customization in marketing operations. As technology continues to evolve, the balance between commercial and homegrown tools may keep shifting, offering organizations new ways to optimize their strategies.
(Source: MarTech)
