Over the past two weeks major CDP companies like Segment Twilio and mParticle have announced warehouse native data activation features, commonly known as "Reverse ETL." This week, Scott and Juan break down this growing category in data orchestration and figure out if there's a serious trend happening or if it's all hype. We also touch on the problem of customer identity management, the challenges with breaking down data silos in companies and new ways to think about data management in the enterprise.

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It's been a big week for social media platform Twitter. With Elon Musk taking over and all the chaos that ensues we talk about how marketers and advertisers are reacting, the general downturn in the social media market, the Catch-22 of balancing content moderation and free speech on Twitter, and new start-ups building decentralized social networks.

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This week, we're changing it up! In episode 6 of Big Martech Juan and Scott talk about Scott's viral LinkedIn post about how so many marketing technology companies can't clearly and simply explain what their technology does, and how it helps customers. What we call "Martech gobbledygook."

We tackle the problem of overstating Martech benefits, aspirational messaging, the issue of homogeneity in technology design and branding, explaining Martech to executives plus a new feature of the show - A question of the week: 

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Is Martech heading toward a prolonged downturn? Valuations are down, funding is drying up and Martech and Adtech are at historical lows even after the pandemic tech boom. This week, Juan and Scott discuss the unique opportunities for the next round of category creators to ride out of the Martech downturn. This, and no code innovation, Spotify and podcasting, Google's growing workplace ecosystem, and a good marketing automation joke!

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This week Juan and Scott take a philosophical discussion on the role of data in business. Data-driven obsession is influencing spending on cloud platforms that are forecasted to reach more than $1 trillion in spending by 2026, but privacy and security problems are changing perspectives on the value and liabilities of data collection. Juan and Scott also touch on metaverse spending and VR hardware, Martech stack reviews, generative AI, and cloud innovation. 

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Ecosystems are forecasted to reach $70 trillion in value in the coming years and the B2B segment alone is heading towards more than $17 trillion. In this episode Juan and Scott unpack the rise of ecosystems, the winner takes all dynamics and the tradeoffs and benefits of a web that's increasingly organized around platforms. We also touch on the continued growth in the retail media space, Slack and Salesforce product announcements, and the challenges of data anonymization.

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With the $20 billion acquisition of Figma, and the recent announcement of Canva's productivity suite, there has been some major moves in the creative corner of Martech. In this episode Scott and Juan talk about the Figma acquisition, the growth in B2B software marketplaces, the recent Snowflake and Salesforce partnership and AI prompt engineering.

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The 2nd age of Martech, marketing technology black holes, China and data sovereignty, and stopping your friends from buying a CDP. Welcome to the first ever edition of Big Martech - a weekly show from Scott Brinker and Juan Mendoza about the biggest stories, ideas and topics in the marketing technology industry.

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