Arnaud Kraaijvanger, Chief Marketing Officer at Intelepeer chats about the state of martech and what will dominate the market in 2025 in this catch up with MarTech Series:

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Hi Arnaud, welcome to this Martech interview series. Tell us about your marketing journey in tech.

It’s been an incredible journey watching martech evolve from 150 tools in 2011 to over 14,000 today. When I started, martech primarily helped automate tasks at scale, like email campaigns. Today, it’s a strategic cornerstone for how companies go to market. From identifying ideal customer profiles (ICPs) using predictive analytics and intent signals to advanced scoring, driving integrated ABM orchestration, to continuous optimization through analytics, martech has transformed marketing into a data-driven discipline.

What are you most looking forward to as IntelePeer’s new CMO?

I’m excited to work with a talented, passionate team to accelerate IntelePeer’s rapid growth. The conversational AI space is exploding, and our goal is to stand out with our product differentiation while being smarter, faster, and more creative in how we approach the market. Achieving this means tight teamwork, leveraging deep martech expertise, taking calculated risks, and, of course, having fun along the way. With a great team, anything is possible.

How would you define and highlight the changing role of CMOs today?

The core of the CMO role remains: defining the go-to-market strategy, differentiating the offering, and executing programs effectively. What’s changed is the need for CMOs to be deeply fluent in martech and analytics. It’s not just about knowing the tools but fostering a data-driven culture across the organization. Too often, marketing teams jump from one activity to the next without the analysis needed to continuously improve. The modern CMO must embed analytics into every facet of marketing to unlock exponential growth.

What martech tools have you relied on, and how are you leveraging AI-powered tools to achieve objectives?

Snowflake, Tableau, and 6Sense are some of the go-to tools I’ve relied on. Their true power, however, lies in the hands of a skilled team. The value comes from people who can extract insights—building advanced scoring models, analyzing lead-to-close flows, spotting trends, and addressing bottlenecks.

AI adds a new dimension, enabling marketers to scale their creativity and precision. Whether it’s content creation or campaign orchestration, AI in the right hands amplifies impact and can deliver huge returns.

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A few thoughts on the state of martech in 2025 and beyond?

We’re still in the early stages of leveraging AI in marketing.   I’m excited about the possibilities.  It’s the pace of change that makes it both challenging and fun.    One example of the potential: A former colleague recently texted me about a Python + Gemini AI app he built to scrape web pages, analyze SEO content against competitors, and provide keyword-based recommendations at scale. It’s incredible to see how far we’ve come—and how much further we can go. We’re just scratching the surface of what’s possible.

Five daily habits a marketer should always pursue to stay ahead?  

• Learn something new every day. Stay curious and open to fresh insights to keep up with the fast-evolving marketing landscape.
• Embrace change. What works today might not work tomorrow—whether it’s martech or a campaign. Adaptability is key.
• Own your misfires. Campaigns don’t always go as planned. Don’t dwell on failures—learn from them, pivot quickly, and move forward.
• Make every conversation count. Whether you’re setting expectations, driving accountability, or building connections, clear communication shapes the team culture you want to create.
• Get enough sleep. Rest is critical for staying focused, thinking clearly, and making better decisions.

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