Beyond monolithic martech: How composable B2B marketing unlocks real AI impact

Shownotes

AI is everywhere in B2B marketing. But as Dan Rosenberg explains in this episode, we are still lighting small fires, not building the bonfire.

In this conversation, Chris Moody sits down with Dan, Founder and CEO of Octane11, to unpack why composable B2B marketing is the key to unlocking real AI-driven performance. They explore why “all-in-one” marketing clouds often fail to deliver flexibility, how disconnected tools limit insight, and why most ABM criticism misses the point entirely.

Dan shares how modern marketing teams can connect ICP clarity, hero creative, multi-channel execution, and unified measurement into a truly orchestrated engine. He also explains how AI, powered by connected data and protocols like MCP, is replacing complex attribution models and giving marketers actionable insight in real time.

If you are navigating martech sprawl, questioning your ABM strategy, or trying to separate signal from noise in a world of infinite data, this episode will reshape how you think about your stack.

Best Moments

• 01:22
  AI feels incremental now, but the bonfire moment is coming.
• 04:44
  Why all B2B marketing is account-based marketing.
• 07:43
  The real ABX formula: ICP, hero creative, multi-channel execution, measurement.
• 10:22
  What composable B2B marketing actually means in practice.
• 13:52
  Connected vs composable: why unified account models change everything.
• 16:43
  Why most ABM programs break down due to over-engineering.
• 18:34
  Let AI interpret your engagement-to-revenue signals.
• 22:58
  Buying groups require buyability across the entire organization.

Key insights from this episode

• All B2B marketing is account-based by definition, and the real issue is over-targeting, not ABM itself.
• Composable marketing means building your stack from best-in-class modular tools instead of relying on a monolithic platform.
• The winning framework remains consistent: clear ICP, strong creative, multi-channel reach, and unified measurement.
• Most teams fail not because of tools, but because they over-engineer orchestration too early instead of starting simple and scaling.
• True composability requires a unified account-level data model, not just daisy-chained integrations.
• AI is rapidly replacing traditional attribution tools by interpreting connected marketing and CRM data in context.
• Buying groups require broad brand recognition across departments, not hyper-precision targeting of just a few stakeholders.
• The future of marketing performance lies in connecting data once and letting AI surface insights instead of manually comparing dashboards.

Quotes

“All B2B marketing is account based marketing.”

Tech recommendations

• Demandbase
• LinkedIn CTV
• Reddit
• Arc Ads
• CapCut

Resource recommendations

Podcasts:

• Marketecture
• Open Market
• SaaStr
• 20VC

Shout-outs

• Jann Schwarz, Senior Director, Marketplace Innovation & Strategy at LinkedIn
• Mimi Turner, Head of Marketplace Innovation at LinkedIn
• Putney Cloos, Chief Marketing Officer at Bombora
• Paul Knegten, B2B CMO and a AdTech Leader

About the Guest

Dan Rosenberg is a thought leader and frequent speaker on B2B data, marketing analytics, and the evolution of modern martech. He’s the Founder and CEO of Octane11, an AI-powered, multi-channel analytics platform built for agencies and enterprise B2B marketers. Previously, Dan served as Chief Strategy Officer and CMO at MediaMath and has held senior operating and investing roles across adtech, martech, private equity, and venture capital. He’s a graduate of Harvard College and Harvard Business School and lives in New York City.

Connect with Dan.