Episode 31: Strong Foundations, Smarter Marketing: Rethinking Your MarTech Stack

MarTech is having a moment — again. But between AI hype, bloated tech stacks, and dashboards no one trusts, most marketers are quietly wondering if they’ve overcomplicated things. In this episode of Canned, Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) strip it back. They unpack what a modern MarTech stack actually looks like across B2B and B2C,  how AI is changing the game (without fixing your fundamentals). What You’ll Learn in This EpisodeMarTech ≠ Tools for the sake of tools It’s the systems and platforms used to attract, convert, and retain customers — and most businesses already have one, whether they realise it or not.Why your CRM is the centre of gravity In B2B especially, your CRM becomes the single source of truth — managing contacts, pipelines, and buying committees.B2B vs B2C MarTech: same bones, different muscles B2B focuses on relationships and deal progression, while B2C leans into behaviour, transactions, and real-time engagement.AI is everywhere — but it won’t save you AI enhances speed, insights, and personalisation, but bad data and poor strategy still lead to bad outcomes.Integration is the real unlock (and the real headache) A disconnected stack kills performance. The goal is one source of truth with clean handovers between systems.If your tech stack feels bloated, disconnected, or slightly held together with duct tape — this episode is your reset. Follow, subscribe, and send it to the one person in your team who keeps buying new tools “because AI.”Explore more from CannedCanned the Marketing Podcast – www.cannedmarketing.comwww.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin