15 years ago, sitting at a wobbly kitchenette table in our cramped apartment, on a frigid February morning outside Boston, I started this blog for marketing technologists. Of course, at the time, almost nobody knew what a marketing technologist was. It sounded like an oxymoron. While there were certainly people already working at the intersection

In my previous post, I boldly predicted that we’re on the verge of a whole series of martech innovations: AI, composability, AR/VR, even, yes, “Web3”. While I agree with the pessimists that 2023 will be a challenging year for a lot of martech vendors, I believe this is more of a business cycle bump in

Yesterday, my brother-in-martech Frans Riemersma and I gave a tour de force presentation of the current martech landscape as it stands at the end of 2022 (now officially over 10,000 solutions!), five major trends that we expect will shape martech and marketing in 2023, and a framework for managing it all in what is sure

Ever see the miniseries From the Earth to the Moon? Great story about the Apollo moon missions. I’m pretty sure it was in one of those episodes that I most remember the impactful difference between “unit tests” and “system tests.” Getting people on the moon required a huge number of different component technologies, many each

2023 will be a fascinating but challenging year for marketing. Macroeconomic headwinds are colliding with rising customer expectations for better digital experiences. Martech stacks are consolidating under economic pressure. Yet at the same time, major innovations with generative AI, first-party/second-party data, ecosystem strategies, and fragmenting media channels are driving important changes to marketing’s digital capabilities.