What’s the most optimum way for modern B2B marketers to use AI powered martech to boost outcomes? Kristin Russel, CMO at symplr weighs in with a few thoughts in this MarTech Interview:

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Hi Kristin, take us through your marketing journey in SaaS…

I’ve always believed marketing must do more than just deliver leads. Marketing teams have to create clarity. In SaaS, buyers are drowning in options, and the real job is to cut through the noise and make the value obvious. I’ve built teams from scratch, scaled campaigns globally, and repositioned brands when the market shifted. Amongst all of that, the constant has always been trust. SaaS isn’t just a software decision; it’s a career bet for the buyer.

In healthcare, the stakes rise even higher. Every wasted hour or dollar takes away from patient care. At symplr, our north star is simple: reduce risk, improve operations, and support staff. That’s why we emphasize substance over flash because when health systems choose software, they’re betting on safer, more efficient care. In fact, Harvard Business Review has shown that 95% of purchasing decisions are rooted in trust and emotion, even in B2B.

What kind of martech do you rely on most to drive outcomes?

A stack isn’t optional anymore. Between CRM, MAP, ABM, analytics, and engagement platforms, the real question is whether they create signals or just noise. For me, if a tool doesn’t tie to revenue or customer success, it doesn’t belong.

That same principle drives us at symplr. Healthcare leaders don’t need another disconnected system. By unifying vendor, workforce, and compliance workflows, we give leaders visibility into spend, staffing, and outcomes in one place. Research has found that integrated data systems can significantly improve decision accuracy and business performance compared to fragmented systems, and that accuracy matters when patient safety is on the line.

How do you think about building and hiring for marketing teams today?

The marketer’s profile has completely changed. Ten years ago, it was writing, design, and events. Today, it’s analysts, technologists, and creatives working side by side. But the real differentiator isn’t the hard skills; it’s adaptability. I hire for curiosity and resilience: people who test, learn, and aren’t afraid to iterate in real time.

Culture is equally critical. You can buy the best tech in the world, but if your team doesn’t feel safe experimenting, adoption stalls. The same is true for our customers. At symplr, we design not just for outcomes but for adoption; embedding training, governance, and peer support so frontline staff feel confident. Stanford research on change management shows staff empowerment is crucial adoption in complex systems.

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How have you been using AI to drive outcomes in your martech stack?

AI has completely changed the top of the funnel. Eighteen months ago, our playbook looked totally different. Today, we use AI to accelerate content drafts, sharpen targeting, and optimize campaigns. The efficiency is undeniable.

But efficiency without trust is dangerous — especially in healthcare. That’s why we built a governance model for AI at symplr. When we automate credentialing or scheduling, customers know it’s compliant, safe, and designed to reduce burden, not add to it. AI should give time back to the frontline without compromising confidence in critical processes.

Where do you see marketing heading as it becomes more tech-driven?

Marketing is no longer “art supported by data.” It’s science and art moving hand in hand. AI, automation, and predictive analytics are maturing fast, but the winners won’t just be those who adopt quickly — it will be those who weave them into authentic, trust-driven marketing.

Governance is the new must-have. Healthcare already runs on it, from vendor access to workforce credentialing. I see AI governance as a natural extension of what my teams always done: protect trust while enabling leaders to innovate safely.

Five martech best practices before we wrap up?

1. Connect your stack. Integration turns noise into insight.
2. Measure impact, not activity. If it doesn’t tie to revenue or retention, it’s vanity.
3. Keep a human in the loop. AI delivers efficiency, people deliver authenticity.
4. Hire for adaptability. Skills change, mindset doesn’t.
5. Build guardrails. Governance protects brand trust while enabling experimentation.