I lately had the pleasure of attending one of many standout classes at this yr’s G2 Attain occasion: The way to Combine AI Into Your Stack.
The panel, hosted by Scott Brinker (Editor, Chief Martec & VP Platform Ecosystem, HubSpot), featured among the brightest minds within the MarTech world, together with Kelly Hopping (CMO, Demandbase) and Jen Niedel (Director of Advertising and marketing Digital Transformation, SAS).
As a B2B marketer attempting to know greatest incorporate AI into the best way my workforce and I work, I discovered the dialogue immensely useful – a masterclass in constructing fashionable advertising and marketing tech stacks and harnessing AI’s potential to supercharge them. Listed here are my key takeaways from the panel that I hope will encourage your MarTech technique in 2025 and past.
Integration: The non-negotiable basis
If there was one theme that resonated all through the session, it was this: integration isn’t optionally available. Kelly Hopping drove this level residence with readability, noting:
“Nothing is working in a vacuum. Each device in our stack is related—whether or not it’s ported into our knowledge methods or built-in into our go-to-market methods. That connection is significant.”
Kelly Hopping
CMO, Demandbase
Demandbase’s stack exemplifies this precept, with each element working in concord to ship insights, streamline workflows, and amplify outcomes. It reminds us {that a} siloed device isn’t simply underutilized—it’s a missed alternative.
Supply: Demandbase
The apple orchard strategy to stack evolution
Jen Niedel’s deep dive into SAS’s artistic metaphor is one that basically resonated with me and our viewers at Attain: the evolution of their tech stack as an apple orchard.
Over three years, their journey has moved via distinct phases, every constructing on the final:
- Basis part: Laying the groundwork with core methods and processes.
- Development part: Utilizing data-driven insights to tell strategic selections. (Or as Jen calls it, the apple-harvesting stage)
- Maturity part: Delivering wealthy, built-in buyer experiences. (Consider this because the apple pie part—the place every thing comes collectively.)
One standout innovation of their stack is the combination of Orange Logic DAM, addressing a vital hole in digital asset administration. SAS’s tech journey underscores {that a} stack isn’t constructed in a single day – it’s cultivated with care, similar to a thriving orchard.
.png?width=960&height=540&name=AI%20GTM%20Stack%20Panel%20-%20Reach%202024%20(1).png)
Supply: SAS
AI: The income driver, not a value cutter
Each SAS and Demandbase are leveraging AI not only for effectivity however for significant affect. As Kelly put it, “AI isn’t about chopping prices – it’s about driving income. If I can unlock my workforce’s strategic brainpower by automating mundane duties, we are able to give attention to work that really strikes the needle.”
Panel host Scott Brinker, who lately printed the MarTech for 2025 report with Frans Riemersma, highlighted the explosion of AI-native instruments and the maturation of AI capabilities inside main MarTech platforms.
Earlier than diving into the visitors’ insights, he set the stage by exploring how this evolving panorama is reshaping advertising and marketing operations and tech stacks. This context underscored the significance of understanding the place AI suits into each established instruments and rising improvements.
And Demandbase’s outcomes converse volumes:
- 400% improve in conversions via internet chat automation.
- Boosted SDR effectivity with AI-powered account analysis.
- Streamlined content material creation utilizing brand-aware AI instruments.
In the meantime, SAS showcased their subtle AI framework, which incorporates:
- Predictive analytics for occasion planning.
- AI-driven electronic mail optimization with tailor-made topic traces.
- Enhanced lead scoring and purchaser group identification.
Each organizations demonstrated that AI’s actual energy lies in its capability to amplify human creativity and strategic considering, not substitute it.
Knowledge high quality: The key sauce for AI success
A recurring focus was additionally the symbiotic relationship between knowledge high quality and AI effectiveness.
“The smarter the info you feed AI, the higher the outcomes. Precision is every thing.”
Kelly Hopping
CMO, Demandbase
This can be a vital reminder that earlier than diving headfirst into AI, corporations should guarantee their knowledge hygiene practices are as much as par. Rubbish in, rubbish out, as they are saying.
High tech stack takeaways for 2025
One of the memorable moments got here when Jen shared her distinctive perspective on stack administration:
“We consider our applied sciences as staff. They get efficiency evaluations. Are they doing the job they’re speculated to? Are they assembly expectations?”
Jen Niedel
Director of selling digital transformation, SAS
It’s a recent method to strategy stack optimization – and one I’ll positively be borrowing.
Listed here are a couple of further takeaways from the session you possibly can take with you to your subsequent MarTech technique assembly:
- AI is handiest when focused: Keep away from chasing shiny, general-purpose options. Concentrate on task-specific AI that addresses actual wants.
- Integration is every thing: Guarantee your instruments work collectively seamlessly to keep away from inefficiencies.
- Common assessments are key: Constantly consider and refine your stack to align along with your evolving enterprise aims.
Wanting forward
This explicit session at G2 Attain 2024 was a reminder that constructing a cutting-edge advertising and marketing stack isn’t about chasing tendencies – it’s about considerate integration, strategic AI adoption, and a relentless give attention to knowledge high quality.
If you happen to missed the occasion, don’t fear – full session recordings and extra assets can be found right here. And if you wish to talk about these insights additional, join with me on LinkedIn. Let’s hold the dialog going!
