If you’re navigating the complexity of modern marketing systems—fragmented stacks, siloed teams, and rising pressure to prove ROI—you’re not alone. But some enterprise leaders are meeting these challenges head-on.
In a recent webinar hosted by Scott Brinker, Editor of chiefmartec and VP, Platform Ecosystem at HubSpot, we heard directly from Otto Group, Germany’s largest online retailer, and Springer Nature, the world’s leading scientific publisher. Their message was clear: composability is no longer a future ambition—it’s how global marketing teams are already scaling personalization and performance today.
“All of this modularity, the interoperability, the scalability... is really in the service of flexibility—giving you the options to evolve your Martech stack quickly.”
— Scott Brinker, Editor of chiefmartec and VP Platform Ecosystem at HubSpot
From Scott Brinker’s webinar, “Driving Omnichannel Success with Integrated Platforms.”
Otto and Springer Nature aren’t just managing complexity—they’re operationalizing agility across thousands of campaigns and millions of customer touchpoints. Their frameworks offer a practical blueprint for CMOs, marketing technologists, and digital leaders looking to modernize without rebuilding from scratch.
The Challenge
With 12+ million active customers and 200+ campaigns running monthly, Otto’s marketing ecosystem had to overcome large product portfolio fragmentation and content silos.
The Solution
Otto built an adaptive Martech stack with:
“We want to build a steering loop that allows us to simulate campaigns before they run. That’s the next stage of marketing.”
— Stephan Huth, Head of Martech Products & Processes, Otto
The Challenge
Springer Nature needed to launch thousands of niche research campaigns while avoiding vendor lock-in and demonstrating clear ROI.
The Solution
They reimagined marketing around automation-first principles, using:
This enabled fully automated campaigns, where marketers plan strategically, but systems handle execution end-to-end.
“Our goal was fully automated campaigns where marketers don't touch execution. The system launches the product and starts targeting the right people on its own.”
— Aleksandar Dimitrievski, Head of Marketing Technology & Data, Springer Nature
While Otto and Springer Nature are the case studies, Marmind and Censhare are the composable platforms making these outcomes possible:
“It’s not about a vendor-built tech stack. It’s about creating tailored marketing at scale, with the flexibility to switch tools without disruption.”
— Patrick Moser, CEO of Marmind and Management Board Member, Entirely
Explore how our composable stack helps modernize your marketing supply chain.
Learn more about Entirely’s founding partners Marmind and Censhare.
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