The Future of Marketing Technology

What’s up everyone, today we have the pleasure of sitting down with Steven Aldrich, Co-CEO and Co-Founder at Ragnarok NYC.

Summary: Like the aftermath of Ragnarök according to Norse mythology, the martech world is emerging stronger, more focused, and ripe with potential. Rather than being overwhelmed by the chaos, marketers should use this time to rethink how to evaluate technology choices through the lens of business value. Prioritize platforms that drive real-world impact and avoid getting lured by features that blaze brightly for a moment, only to be swallowed by the tide of irrelevance.

About Steven

• Steven’s first job out of business school was a customs broker in Colombia, before his Visa ran out and he was forced to return to the US 
• He started his marketing career as a Marketing and Comms Associate at a market research firm where he discovered the wonders of HTML, email development and Adobe dreamweaver
• While continuing his full time in-house career working in email and CRM roles for different industries, Steven and his co-founder Spencer launched Ragnarok, first as a side hustle where they spent their evenings moonlighting as marketing technology consultants
• In 2017, both co-founders decided to take the leap and go all in on their agency
• Today Ragnarok is a 50+ person full service martech agency that’s helped well known brands like zapier, dropbox, asana, adobe and many more!

The Evolution of Martech and the Impact of Consolidation

When asked about the future of martech, Steven immediately highlighted the ongoing consolidation in the industry. He pointed to acquisitions like Twilio snapping up Segment and Salesforce expanding its Customer Data Platform (CDP) offerings as clear signals. According to Steven, these moves indicate that we’re in the midst of a reshuffling phase—one that will shape how martech platforms are built and used over the next decade.

However, it’s not just about merging and acquisitions. Steven sees the next wave of growth stemming from generative AI. This technology, while still in its infancy for many organizations, will soon be as fundamental as marketing automation tools were a decade ago. Platforms are experimenting with Gen AI features like automated content creation, but they’re still scratching the surface. “Right now, a marketer isn’t likely to sit down and have their AI tool write an entire creative brief,” Steven noted. “But once the tech reaches a level where it’s drafting briefs and campaign strategies, it’ll fundamentally change what marketers do day-to-day.”

He also predicts that the next few years will separate the genuine innovators from the rest. Startups focusing on AI-powered automation and advanced integrations will emerge as key players. Those that fail to embrace this trend will struggle to maintain relevance. Steven pointed to companies like Castle.io as an example—a newer entrant that has managed to make a name for itself by rethinking traditional automation and going all-in on a warehouse-first approach.

Looking ahead, Steven envisions a future where marketers become more like strategic curators rather than operators. Instead of creating every campaign element manually, marketers will outline goals and high-level structures, and let the tools figure out the rest. “Think of a platform where you set your conversion goals, outline your audience, and the tool builds the journey for you,” he explained. Some companies are testing these capabilities internally, but we’re still far from a world where it’s the norm. To reach that stage, platforms need to overcome significant technical challenges and gain marketer trust.

Ultimately, Steven believes that by the ten-year mark, the martech industry will look entirely different. The focus will shift away from basic integrations and automation to more complex AI-driven orchestration. Platforms will evolve into decision-making engines, allowing marketers to focus on strategy, creativity, and innovation, leaving the grunt work to the machines.

Key takeaway: The martech industry is undergoing a consolidation phase as it readies itself for the next wave of innovation: generative AI. Startups that embrace AI-driven automation will emerge stronger, while legacy platforms must integrate these new capabilities or risk becoming obsolete. In the next decade, marketers will transition from hands-on campaign execution to strategic oversight, as tools handle more of the complex work autonomously.

Blending Automation with Human Spark for Smarter Martech Strategies

When it comes to AI and automation in martech, there’s a spectrum of opinions. On one end, some marketers insist that only a human can truly understand and engage their audience. On the other end, there’s a growing camp eager to hand over the repetitive tasks to machines and focus on strategy. Steven pointed out that the real value lies in finding a balance between the two extremes, especially for industries with strict compliance requirements like FinTech and health tech.

Steven used abandoned cart programs as a foundational example of automation’s role in marketing. Not long ago, these campaigns were inconsistent and cumbersome. Companies like Klaviyo and Shopify stepped in, making abandoned cart emails table stakes for eCommerce. Now, if you abandon your cart, you can almost predict when you’ll receive that follow-up email offering a discount or reminder. “It’s just expected,” Steven explained. He believes this kind of automated functionality has become the baseline for what customers and marketers alike view as the norm.

But not every industry can afford to automate at that level. With sectors like finance or healthcare, there’s a need for humans to review and validate messages for compliance. “A legal person is at the end of every review,” Steven said. “It’s frustrating and time-consuming, but the cost of sending the wrong message at the wrong time is just too high.” He sees these industries gradually adopting AI where they can—incremental optimization, message testing—but keeping a human in the loop for quality assurance.

The evolution of martech, in Steven’s view, will be about advancing beyond these early stages. He predicts that the future will bring a seamless integration where humans set high-level goals, and AI takes care of execution. The role of the marketer shifts from managing individual campaigns to curating experiences and setting strategic parameters. Some platforms are already testing these capabilities, but they’re far from ready for mainstream adoption. “Imagine a future where marketers simply set their audience, goals, and content, and the tool builds the entire journey for them,” Steven envisioned. This approach would redefine what it means to be a marketing operator, giving professionals more time to think strategically rather than tactically.

Ultimately, Steven sees the evolution of martech as an interplay between speed and quality. Some companies will succeed by automating faster, launching multiple initiatives, and iterating based on outcomes. Others will opt for a more deliberate approach, spending more time crafting the perfect message. “There isn’t one clear winner,” Steven concluded. “It’s about choosing the right tool for the job and understanding what’s at stake when the human element is minimized.”

Key takeaway: Martech’s future lies in balancing automation with human oversight. While some industries can embrace full-scale automation, others need humans in the loop to maintain compliance and quality. Marketers must choose tools that fit their strategic goals—whether that’s rapid iteration or precision crafting.

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