At the Nov. 4 MarTech Conference, experts from Actable, Digital Mindshare, Loop Horizon, and Natis Labs will explore how composable technology can help marketers innovate faster without replacing their entire martech stack.
For years, marketing technology vendors promised that all-in-one platforms could meet virtually every marketing need. But as AI accelerates innovation and customer expectations evolve, the limitations of rigid, tightly integrated systems are becoming harder to ignore.
Composable martech offers an alternative. Instead of depending on a single vendor’s ecosystem, organizations can connect specialized applications, data platforms and AI capabilities through flexible, interoperable services.
The appeal is greater agility, faster innovation and less vendor lock-in. But how can marketing organizations embrace composability without adding unnecessary complexity or abandoning their existing technology investments?
That’s the focus of “Built to adapt: Why composable martech is becoming the new standard,” a panel discussion at the free, online MarTech Conference on Nov. 4, 2026.
Building a more flexible marketing technology stack
This session will explore what composability means in practice, how it changes the economics of marketing technology, and what organizations need to consider before modernizing their architectures.
Among the questions the panel will address:
- What makes a martech stack composable? How do interoperable applications, shared data and modular services work together to create a more adaptable technology environment?
- Why does composability matter in an AI-first world? How can organizations introduce new AI capabilities without waiting for their primary platform vendors to deliver them?
- Does greater flexibility create greater complexity? What are the trade-offs between best-of-breed solutions and integrated suites, particularly when it comes to cost, governance and maintenance?
- How can marketers modernize without starting over? What practical steps allow organizations to introduce composable capabilities while preserving existing technology investments?
Attendees will learn how to evaluate composable architectures, connect data and execution tools, and build a technology strategy that can evolve alongside changing business requirements.
Meet the panel
Craig Schinn, co-founder and COO of Actable, will moderate the discussion, bringing his perspective on customer data infrastructure and marketing technology architecture.
He’ll be joined by:
- Gene De Libero, founder and independent martech advisor at Digital Mindshare LLC, who brings expertise in marketing technology strategy, architecture and organizational transformation.
- Kristina Kalpokaite, head of strategy, technology & data at Loop Horizon, who brings a perspective on connecting technology decisions with marketing strategy and data capabilities.
- Yefim Natis, principal and tech strategy adviser at Natis Labs, who brings expertise in enterprise technology architecture, application integration and composable systems.
Together, the panelists will examine how organizations can balance flexibility with operational simplicity and build marketing technology ecosystems designed for continuous change.
A live Q&A immediately following the panel will give attendees an opportunity to ask questions about their own martech architecture and modernization challenges.
Join us November 4
The pace of AI innovation is making adaptability an increasingly important consideration in marketing technology decisions. Organizations need architectures that can accommodate new capabilities without requiring constant, costly rebuilds.
Join us for “Built to adapt: Why composable martech is becoming the new standard” at the MarTech Conference on Wednesday, Nov. 4, 2026.
The conference is online and completely free to attend. Register now to reserve your place.
