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Martech Budgets Expected to Fall: Twilio Segment Report

You may recall Wednesday’s report that IT leaders expect higher budgets despite recession worries. This Twilio Segment survey found that marketers are not as confident: 63% expect their martech budget to fall in the next twelve months. A whopping 83% expect to simplify their martech stack while 57% say they’re spending on ineffective tools. Still, 71% are prioritizing first party data and 82% believe companies with excellent customer data will grow faster than companies without it.

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CDP Industry is Growing Again: CDP Institute

July 10, 2025

With CDP vendors increasing their workforces by 3.4% in six months, compared with an average of 0.2% each six months over the prior two years, the sector seems to be growing again, according to our own semi-annual industry update. There is much talk of composable CDPs but they still employ no more than 5% of the sector workforce. What is a clear trend is the acquisition of independent CDPs by vendors interested in adding a CDP to a larger system (usually an activation system).

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