5 tips for vetting SaaS vendors to avoid falling for martech hype

Shopping for a new martech solution – whether it’s a CEP, CDP, ESP, or mobile platform – can feel like wandering through a fog of buzzwords and half-truths. Every vendor claims real-time capabilities, deep personalization, and seamless data integration. But when you peel back the layers, many of these promises rely on data replication, hidden fees, or major IT involvement.

If you’re in the market for a new tool (or just trying to wrangle your existing stack), here’s how to cut through the noise and make smarter, more strategic buying decisions.

1. Understand what’s under the hood. Database architecture matters.

Before diving into features and flashy demos, ask what kind of database the platform is built on. SQL vs NoSQL? This impacts not only performance, but also how your team can access and activate data.

Ask vendors:

• What type of database architecture do you use and why?
  
• How does this impact the way I can access and use data?
  
• Will I be able to build segments or journeys based on our specific schema?
  

🛑 Red flag: Platforms that require you to reshape your data to fit their structure.

2. Beware of “direct data access” claims.

Many vendors say they “connect directly” to your data – but if you spot the word “sync,” chances are they’re making a copy. This often means added storage fees, compute costs, delayed access, and inconsistent data versions. Connecting martech directly to your data source has huge benefits – as long as the architecture actually supports what the vendor is claiming. 

Ask vendors:

• Are you copying or syncing our data?
  
• Are there storage or data movement charges?
  
• How do you handle schema updates or data model changes?
  

🧪 Test it: Share current and future data use cases and ask how their platform handles each – and what it costs.

3. Define “real time” on your terms.

Real-time marketing sounds great – table stakes, actually. But the definition varies wildly. Some platforms “sync” every 15 minutes and call it real time. Others only offer it on specific channels or datasets.

Ask vendors:

• What’s your definition of “real time”?
  
• Is there an SLA tied to that?
  
• Are there limits on how much data can be used for real-time actions?
  

💡 Use case check: Ask how their system handles abandoned cart messaging across multiple devices, or how they process transactional communication, like a password reset email that’s needed immediately for someone trying to log into your mobile app. 

4. Don’t accept “yes” without the “how.”

Every vendor says, “Yes, we can do that.” But how they do it is what really matters. Will it require heavy IT involvement? Custom APIs? Manual SQL queries? And remember, there’s not necessarily a wrong answer. You just need to ensure you’re informed and fully prepared for the steps required to get your campaigns live. 

Ask vendors:

• Can you walk me through our use cases, step by step?
  
• What level of effort is required from my team?
  
• Do you offer a proof of concept using our actual data?
  

🧪 Test it: Meet your potential vendor team. Ask how they’d execute your most critical campaigns.

5. Personalization at scale shouldn’t come with strings attached.

Personalized marketing only works if you have real access to the data that powers it. Look out for platforms that cap the number of attributes, and make sure you’re aware of any extra fees tied to using relational or contextual data.

Ask vendors:

• How many attributes can we use out of the box? How much do additional fields cost?
  
• Can we include transactional, behavioral, and product data?
  
• Can I add or modify data elements without your help?
  

🛑 Red flag: Attribute limits, surprise overage fees, or complex workflows just to use new data.

The bottom line: Look past the gloss.

Choosing a martech platform isn’t just about the shiniest demo – it’s about understanding how a solution will work for your business, with your data, and at scale.

At MessageGears, we’ve seen firsthand how legacy platforms and disconnected tools slow marketers down. That’s why we built a warehouse-native platform that gives you direct access to your customer data – no replication, no limits, and no B.S. We provide instant data activation across your owned email, SMS, in-app, and push channels – plus 250+ third-party destinations. You get the performance and flexibility you need without compromising on security or scalability.

If you’re ready to challenge the status quo and get more out of your martech investments, we’re here to help. No rip-and-replace required, either. Let us show you the difference.