Key Takeaways from AntiCon 2024: The Future of MarTech and AI

AntiCon 2024 stage
Chris Smith


Attending AntiCon was an eye-opening experience, filled with insightful discussions on the future of MarTech and the growing role of AI. Reflecting on the event through my perspective as a Business Development Manager for JTF Marketing, a specialised Marketo Engage consultancy, here are my key takeaways:

The Human Element in MarTech and AI

The human element in MarTech is more critical than ever, especially as AI becomes more integrated. While AI can assist in content creation, it is up to us, the marketers, to curate and ensure the quality of this content. Developing the skillset to effectively use AI tools is as essential as any other professional competency.

The Importance of Data Hygiene

High-quality data is the backbone of effective AI-driven personalization. To leverage advanced AI tools, robust data hygiene is crucial. Even if you aren’t ready to implement AI tools yet, laying the groundwork with clean, well-organized data will ensure you are prepared as technology advances.

Maximizing Martech Stack Utilization

Many companies currently use only about 33% of their MarTech stack capabilities, a figure that is declining annually. Despite this, there is increasing pressure to deliver higher ROI from a more streamlined MarTech stack. Companies need to optimize and extend the use of their automation tools to achieve better results.

The Role of Customer Data Platforms (CDPs)

A significant 86.6% of B2B organizations either have a CDP in their stack or are planning to integrate one. However, the shift to experience-led marketing remains slow. CDPs can only deliver their promised ROI if they are supported by robust datasets, effective segmentation, and a solid architectural foundation.

A special thanks to Livia Trabucchi for being an excellent event partner. I’m already looking forward to next year’s AntiCon!

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