
I latterly had the excitement of attending probably the most standout classes at this yr’s G2 Succeed in match: Learn how to Combine AI Into Your Stack.
The panel, hosted by means of Scott Brinker (Editor, Leader Martec & VP Platform Ecosystem, HubSpot), featured one of the brightest minds within the MarTech international, together with Kelly Hopping (CMO, Demandbase) and Jen Niedel (Director of Advertising Virtual Transformation, SAS).

As a B2B marketer seeking to know how to very best incorporate AI into the way in which my staff and I paintings, I discovered the dialogue immensely useful – a masterclass in development trendy advertising and marketing tech stacks and harnessing AI’s possible to supercharge them. Listed below are my key takeaways from the panel that I’m hoping will encourage your MarTech technique in 2025 and past.
Integration: The non-negotiable basis
If there was once one theme that resonated right through the consultation, it was once this: integration isn’t not obligatory. Kelly Hopping drove this level house with readability, noting:
“Not anything is operating in a vacuum. Each device in our stack is attached—whether or not it’s ported into our records programs or built-in into our go-to-market methods. That connection is essential.”
Kelly Hopping
CMO, Demandbase
Demandbase’s stack exemplifies this idea, with each part running in solidarity to ship insights, streamline workflows, and magnify effects. It reminds us {that a} siloed device isn’t simply underutilized—it’s a neglected alternative.
Supply: Demandbase
The apple orchard technique to stack evolution
Jen Niedel’s deep dive into SAS’s inventive metaphor is one who actually resonated with me and our target market at Succeed in: the evolution in their tech stack as an apple orchard.
Over 3 years, their adventure has moved via distinct stages, every development at the closing:
Basis segment: Laying the groundwork with core programs and processes.
Enlargement segment: The use of data-driven insights to tell strategic choices. (Or as Jen calls it, the apple-harvesting level)
Adulthood segment: Turning in wealthy, built-in buyer reviews. (Bring to mind this because the apple pie segment—the place the whole lot comes in combination.)
One standout innovation of their stack is the combination of Orange Good judgment DAM, addressing a vital hole in virtual asset control. SAS’s tech adventure underscores {that a} stack isn’t constructed in a single day – it’s cultivated with care, identical to a thriving orchard.
Supply: SAS
AI: The earnings driving force, now not a price cutter
Each SAS and Demandbase are leveraging AI now not only for potency however for significant have an effect on. As Kelly put it, “AI isn’t about chopping prices – it’s about using earnings. If I will be able to unlock my staff’s strategic brainpower by means of automating mundane duties, we will focal point on paintings that actually strikes the needle.”
Panel host Scott Brinker, who just lately printed the MarTech for 2025 file with Frans Riemersma, highlighted the explosion of AI-native equipment and the maturation of AI features inside primary MarTech platforms.
Earlier than diving into the visitors’ insights, he set the level by means of exploring how this evolving panorama is reshaping advertising and marketing operations and tech stacks. This context underscored the significance of figuring out the place AI suits into each established equipment and rising inventions.
And Demandbase’s effects talk volumes:
400% building up in conversions via internet chat automation.
Boosted SDR potency with AI-powered account analysis.
Streamlined content material introduction the use of brand-aware AI equipment.
In the meantime, SAS showcased their subtle AI framework, which incorporates:
Predictive analytics for match making plans.
AI-driven e mail optimization with adapted topic strains.
Enhanced lead scoring and purchaser team id.
Each organizations demonstrated that AI’s actual energy lies in its talent to magnify human creativity and strategic considering, now not substitute it.
Knowledge high quality: The name of the game sauce for AI luck
A routine focal point was once additionally the symbiotic dating between records high quality and AI effectiveness.
“The smarter the information you feed AI, the easier the results. Precision is the whole lot.”
Kelly Hopping
CMO, Demandbase
This can be a vital reminder that earlier than diving headfirst into AI, corporations will have to make sure that their records hygiene practices are as much as par. Rubbish in, rubbish out, as they are saying.
Best tech stack takeaways for 2025
One of the memorable moments got here when Jen shared her distinctive viewpoint on stack control:
“We bring to mind our applied sciences as workers. They get efficiency reviews. Are they doing the process they’re meant to? Are they assembly expectancies?”
Jen Niedel
Director of promoting virtual transformation, SAS
It’s a contemporary option to way stack optimization – and one I’ll for sure be borrowing.
Listed below are a couple of further takeaways from the consultation you’ll take with you on your subsequent MarTech technique assembly:
AI is most efficient when focused: Steer clear of chasing glossy, general-purpose answers. Focal point on task-specific AI that addresses actual wishes.
Integration is the whole lot: Ensure that your equipment paintings in combination seamlessly to keep away from inefficiencies.
Common exams are key: Regularly evaluation and refine your stack to align along with your evolving industry targets.
Taking a look forward
This actual consultation at G2 Succeed in 2024 was once a reminder that development a state-of-the-art advertising and marketing stack isn’t about chasing developments – it’s about considerate integration, strategic AI adoption, and a continuing focal point on records high quality.
In case you neglected the development, don’t fear – complete consultation recordings and extra sources are to be had right here. And if you wish to talk about those insights additional, connect to me on LinkedIn. Let’s stay the dialog going!
GIPHY App Key not set. Please check settings