Martech was meant to transform how businesses engage with customers, automate processes and scale efficiently. Companies invested heavily in platforms that promised to streamline workflows and drive growth. But, over time, many of these tools have become bloated, inefficient and frustratingly expensive. Instead of making things easier, they’ve introduced complexity, often because vendors have prioritized short-term profits over user experience. This has created walled gardens that lock businesses into rigid ecosystems rather than enabling them to adapt and innovate.
by Barry D’Arcy
This downward spiral of technology platforms, often called ‘enshittification,’ is forcing businesses to rethink their approach. Growth is slowing, creativity is being stifled and the systems companies once relied on are now holding them back. Faced with these challenges, marketers and developers are looking for better solutions that prioritize usability, flexibility and seamless integrations rather than locking them into outdated, vendor-driven models.
Why usability matters more than brand hype
B2B marketers have learned that bold claims don’t always translate into real value. A well-known name or slick marketing campaign doesn’t guarantee a platform will integrate smoothly into a business’s workflow or that it will remain effective as needs change.
Instead of being swayed by vendor promises, businesses are relying more on peer insights, internal feedback and real-world user experiences. The most valuable perspectives often come from the developers and marketers who use these tools daily. Their first-hand experience offers a clearer picture of what enhances efficiency and what adds unnecessary complexity. Making smart martech investments starts with listening to those who engage with the technology every day, not just senior leaders who may be removed from its day-to-day impact.
One of the biggest risks businesses face is becoming too dependent on a single provider. Many large martech vendors operate within closed ecosystems that limit integration with external tools. This restricts flexibility and makes it harder for businesses to pivot when market conditions change. 
The safest approach is to avoid long, rigid contracts that leave businesses trapped in outdated systems. If choosing a monolithic provider is unavoidable, break clauses should be a non-negotiable part of the contract, providing an exit strategy if the platform stops meeting the company’s needs.
A better long-term strategy is to take a composable approach where a business selects best-in-class tools that can be easily swapped or upgraded as requirements change. This ensures businesses remain agile and are able to refine their tech stack over time rather than being locked into a single provider’s roadmap.
The opportunity for martech startups
As businesses move away from restrictive platforms, martech startups have a real chance to step up. Flexibility is at the core of this shift. Businesses no longer want to be forced into rigid, one-size-fits-all systems. Instead, they need the freedom to build a tech stack that aligns with their specific requirements. Scalability is just as crucial and companies are looking for tools that grow with them and integrate smoothly with emerging technologies rather than becoming obsolete. Interoperability is also key with businesses favoring an API-first approach that allows them to connect different tools without friction.
Martech startups that embrace these principles can carve out a real competitive edge, giving businesses the adaptability and control they now expect.
Why strong integrations are essential
A martech stack is only as effective as its ability to integrate. Without seamless connections between platforms, businesses risk creating silos that disrupt workflows, slow decision-making and weaken customer engagement.
The solution is to prioritize technology designed for interoperability. Businesses should seek out API-first tools that are built for connectivity, allowing them to adopt new technologies without overhauling their entire system. This ensures a smoother transition as market needs evolve, rather than being forced into rigid, vendor-controlled ecosystems.
At Storyblok, for example, we’ve built our headless CMS to integrate effortlessly with a wide range of technologies. By making it easy for businesses to connect their content across different platforms, we ensure they maintain flexibility without accumulating unnecessary technical debt.
The days of blindly following vendor hype are over. Businesses are demanding more control, more transparency and more flexibility from their martech providers. Those that focus on usability, avoid vendor lock-in and champion integrations will be in the strongest position to scale and innovate without unnecessary roadblocks.
The winners will be those that offer real solutions that genuinely serve businesses rather than trapping them in restrictive ecosystems. The fight against ‘enshittification’ is well underway and the businesses that take an active role in shaping their martech stack and take control of it will be in the best position to adapt, scale and stay competitive.
Barry D’Arcy is VP of Partners at Storyblok.
Photo by Boudewijn Huysmans on Unsplash
