TMW #170 | Wednesday Martech Briefing

Apr 10, 2024

Welcome to The Martech Weekly, where every week I review some of the most interesting ideas, research, and latest news. I look to where the industry is going and what you should be paying attention to.

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Google wants the whole funnel, TikTok copycats, monetizing GenAI search

Here’s the week in Martech:

  • Google wants the whole funnel: Regulators to block HubSpot acquisition?
  • TikTok copycats: Meta and LinkedIn roll out lookalike video.
  • Monetizing GenAI search: Subscription, ads, or both?
  • Everything else: Cookie deprecation delay, Forbes’s secret MFA site, Sora’s first impressions, and more.

👇 Here’s everything you’ve missed in marketing and tech this week.

📰 Latest Developments

Google wants the whole funnel. According to reports from Reuters, Google's parent company Alphabet is considering acquiring the CRM giant HubSpot. This would be a challenging deal to pull off as not only would it come under heavy scrutiny from antitrust regulators, it would also be Google’s costliest acquisition by some distance. So, why does the search giant even want to buy HubSpot? In short: so that it can own the complete digital marketing funnel. Google already has a massive footprint in terms of tooling across the awareness, consideration, remarketing, and conversion phases of the funnel with Search, DV360, Google Ads, Google Analytics 4, Google Shopping, and more. The only part of the funnel that Google doesn't cover comprehensively is retention, which is the core of HubSpot's business. The only wrinkle here for Google is that its marketing funnel is very B2C-focused, whereas HubSpot has been drifting towards B2B customers over the last 2 years, demonstrated by its last two major product releases – Operations Hub and the acquisition of Clearbit. Owning the end-to-end digital marketing funnel – including media – is why Google is considering the acquisition; it’s also why regulators would be very unlikely to let it happen. Link

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Stay Curious,

Keanu Taylor

Make sense of marketing technology.

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