Major marketing trends hinge on composable architecture

For the major marketing trends to be fulfilled, brands will first need to modernise their tech stacks in order to make better use of data.

By Paul Tomlinson, Published 14.09.2023
composable architecture marketing ebook

Trends, by definition, generate a huge amount of discussion, and are subject to a lot of experimentation by businesses.

In marketing, trends such as…

  • marketing personalisation
  • direct to consumer (DTC)
  • sustainability
  • customer loyalty
  • extended reality (XR) and the metaverse
  • artificial intelligence

…all hold great promise, but the truth is that they are all in experiemental phases – and will remain so until brands modernise the software they use to manage data and run marketing initiatives.

That, in short, means migrating towards composable technical architecture.

As this new ebook from Navigate B2B sets out, you can’t talk credibly about the near-future of marketing without understanding the underlying technology – and the implications this has for the usage of data.

Download the book here, or scroll down to learn more about how this book provides useful information for both technical and non-technical professionals.

For non-technical professionals

You will likely be accustomed to hearing terms such as ‘composable’, ‘MACH’, ‘API-first’ and so on, but you may not necessarily understand why they are important for achieving your strategic objectives.

I have provided a short explanation of composability below (and for greater detail you could browse the resources published by the MACH Alliance).

The purpose of this article, though, is not to get bogged down in semantics. The purpose is to explain why you can’t talk credibly about the near-future of marketing without understanding the underlying technology, and the implications this has for the usage of data.

For technical readers

If you’re battling for digital transformation, either in your own businesses or a client’s, you may appreciate having this insight to share with marketing and businesspeople in your network.

Also, I have often found that most technical professionals specialise in one area of the technology stack, or in one industry. So if you’re a customer experience or data specialist (for instance), you may still find interesting the sections on loyalty or sustainability – and so on.


My personal goal for this ebook is that it will ease collaboration between technical and non-technical professionals, by improving mutual understanding.

As a marketer who’s spent most of his career in software (and recently co-founded a composable startup), I hope that I can help to bridge the gap between disciplines, in a way that people from both sides find helpful.

About Navigate B2B: SaaS marketing specialists

Navigate B2B is a content agency that specialises in highly differentiated, often technically complex businesses.

We collaborate with business and technology leaders to produce creative media, digital UX and thought leadership that engages and educates their target audience.

By hiring and training the cream of writing talent, we produce content that founders and technology leaders are proud to put their names to – enhancing your network and building your reputation, with the minimum demands on your time.

And with the rigorous marketing & reporting that you’d expect from a full-service agency, we ensure your content publishing efforts are driving sales, and helping you to achieve your wider business goals.

Read our case studies in tech & marcomms here.

Case studies

  • SaaS Insuretech


    Navigate B2B was engaged by Synergy Financial Products Ltd. (SFPL), a well-established fintech firm. SFPL already sells effectively to big banks, but was finding its “big business” personality less effective in an emerging market of trendy, consumer-facing fintech startups.

  • Print Manufacturer


    Park approached Navigate B2B in 2019 in search of a new buiness marketing function. The company was a leading supplier in the market, but a new approach was needed in order to add new leads to the top of the funnel and accellerate the pipeline.

  • Loyalty Martech


    When we first met in October 2017, Currency Alliance was a startup with big ambitions: to work with every major loyalty brand worldwide.

  • Digital Agency


    Having spent over 10 years in the B2B agenies top 100, they’re now ascending the lead table thanks to a mixture of acquisitions, investments and key client wins.

  • Recruitment startup


    Chapter 2 is a recruitment marketing agency that helps in-house recruitment teams reduce their dependence on recruitment agencies.

More case studies