Integrating AI Into Your Stack: MarTech Experts Weigh In

I recently had the pleasure of attending one of the standout sessions at this year’s G2 Reach event: How to Integrate AI Into Your Stack.

The panel, hosted by Scott Brinker (Editor, Chief Martec & VP Platform Ecosystem, HubSpot), featured some of the brightest minds in the MarTech world, including Kelly Hopping (CMO, Demandbase) and Jen Niedel (Director of Marketing Digital Transformation, SAS). 

As a B2B marketer trying to understand how to best incorporate AI into the way my team and I work, I found the discussion immensely helpful - a masterclass in building modern marketing tech stacks and harnessing AI’s potential to supercharge them. Here are my key takeaways from the panel that I hope will inspire your MarTech strategy in 2025 and beyond.

Integration: The non-negotiable foundation

If there was one theme that resonated throughout the session, it was this: integration isn’t optional. Kelly Hopping drove this point home with clarity, noting:

“Nothing is running in a vacuum. Every tool in our stack is connected—whether it’s ported into our data systems or integrated into our go-to-market strategies. That connection is vital."

Kelly Hopping
CMO, Demandbase

Demandbase’s stack exemplifies this principle, with every component working in harmony to deliver insights, streamline workflows, and amplify results. It reminds us that a siloed tool isn’t just underutilized—it’s a missed opportunity.

Source: Demandbase

The apple orchard approach to stack evolution

Jen Niedel’s deep dive into SAS’s creative metaphor is one that really resonated with me and our audience at Reach: the evolution of their tech stack as an apple orchard.

Over three years, their journey has moved through distinct phases, each building on the last:

1. Foundation phase: Laying the groundwork with core systems and processes.
2. Growth phase: Using data-driven insights to inform strategic decisions. (Or as Jen calls it, the apple-harvesting stage)
3. Maturity phase: Delivering rich, integrated customer experiences. (Think of this as the apple pie phase—where everything comes together.)

One standout innovation in their stack is the integration of Orange Logic DAM, addressing a critical gap in digital asset management. SAS’s tech journey underscores that a stack isn’t built overnight – it’s cultivated with care, just like a thriving orchard.

Source:  SAS

AI: The revenue driver, not a cost cutter

Both SAS and Demandbase are leveraging AI not just for efficiency but for meaningful impact. As Kelly put it, "AI isn’t about cutting costs – it’s about driving revenue. If I can free up my team’s strategic brainpower by automating mundane tasks, we can focus on work that truly moves the needle."

Panel host Scott Brinker, who recently published the MarTech for 2025 report with Frans Riemersma, highlighted the explosion of AI-native tools and the maturation of AI capabilities within major MarTech platforms.

Before diving into the guests’ insights, he set the stage by exploring how this evolving landscape is reshaping marketing operations and tech stacks. This context underscored the importance of understanding where AI fits into both established tools and emerging innovations.

And Demandbase’s results speak volumes:

• 400% increase in conversions through web chat automation.
• Boosted SDR efficiency with AI-powered account research.
• Streamlined content creation using brand-aware AI tools.

Meanwhile, SAS showcased their sophisticated AI framework, which includes:

• Predictive analytics for event planning.
• AI-driven email optimization with tailored subject lines.
• Enhanced lead scoring and buyer group identification.

Both organizations demonstrated that AI’s real power lies in its ability to amplify human creativity and strategic thinking, not replace it.

Data quality: The secret sauce for AI success

A recurring focus was also the symbiotic relationship between data quality and AI effectiveness. 

“The smarter the data you feed AI, the better the outcomes. Precision is everything."

Kelly Hopping
CMO, Demandbase

This is a critical reminder that before diving headfirst into AI, companies must ensure their data hygiene practices are up to par. Garbage in, garbage out, as they say.

Top tech stack takeaways for 2025

One of the most memorable moments came when Jen shared her unique perspective on stack management:

“We think of our technologies as employees. They get performance evaluations. Are they doing the job they’re supposed to? Are they meeting expectations?"

Jen Niedel
Director of marketing digital transformation, SAS

It’s a fresh way to approach stack optimization – and one I’ll definitely be borrowing. 

Here are a few additional takeaways from the session you can take with you to your next MarTech strategy meeting:

• AI is most effective when targeted: Avoid chasing shiny, general-purpose solutions. Focus on task-specific AI that addresses real needs.
• Integration is everything: Ensure your tools work together seamlessly to avoid inefficiencies.
• Regular assessments are key: Continuously evaluate and refine your stack to align with your evolving business objectives.

Looking ahead

This particular session at G2 Reach 2024 was a reminder that building a cutting-edge marketing stack isn’t about chasing trends – it’s about thoughtful integration, strategic AI adoption, and a relentless focus on data quality.

If you missed the event, don’t worry – full session recordings and additional resources are available here. And if you want to discuss these insights further, connect with me on LinkedIn. Let’s keep the conversation going!