Here’s the summary of our Advisory Board Roundtable for Q2 2024. Held on Tuesday, 16th April, this session brought together 17 leaders in marketing and technology to map out the journey for upcoming MarTech Summits.
Members discussed refining the MarTech Summit Team’s value proposition for APAC & EMEA professionals, addressing current economic impacts and future challenges. They brainstormed themes for upcoming events and recommended target speaker representation, focusing on innovators in the MarTech field.
????Discussion Highlights:
Value Proposition Refinement for APAC & EMEA
Proposed Key Strategies:
- Networking & Knowledge Sharing: Emphasised creating intimate settings like Advisory Board breakfasts or smaller group discussions to deepen connections among industry leaders.
- Case Studies & Insights: Real-world case studies and practical insights should be central, showcasing successful MarTech implementations and offering actionable takeaways.
- Content Support for Promotion: Leverage shareable content from Advisory Board meetings to enhance event promotion and increase awareness.
- Navigating Evolving Technologies: Provide insights on emerging trends and practical decision-making frameworks to navigate evolving technology landscapes effectively.
Members agree the MarTech Summit team can refine its value proposition by introducing cutting-edge technologies like Web 3.0, Metaverse, NFTs, and immersive tech. Suggestions include providing a more hands-on approach to demonstrating these technologies’ implementation in marketing. There is a notable demand for practical case studies and real-world applications to better understand the value of these technologies in marketing. Incorporating such content could make the summits more relevant and forward-looking for professionals across APAC and EMEA regions.
Impact of the Economic Landscape on MarTech Strategies
Observations and Recommendations:
Valuable Metrics and KPIs:
- Financial Efficiency and Rationalisation: Teams are prioritising financial prudence and rationalising technology stacks due to budget limitations and data privacy concerns.
- Pressure on Budgets: Economic uncertainties demand ROI, leading to bottom-up scrutiny and skepticism around investments, especially in emergent technologies like AI.
- Opportunities in AI and Automation: Despite budget constraints, AI and automation present significant opportunities for tangible value in decision-making and workforce efficiency.
- Data Generation and Infrastructure Readiness: Economic downtimes are seen as opportunities to generate new data and address foundational issues, improving data privacy compliance and infrastructure readiness for future innovations.
- Challenges in Adoption and Cultural Nuances: Complex buying committees and cultural barriers necessitate effective change management and adoption strategies to maximise MarTech investments.
The current economic conditions emphasise cost-efficiency and rapid adaptability in MarTech strategies. MarTech leaders are focusing on leveraging AI and other technological advancements to streamline operations and reduce costs. The main opportunities involve integrating advanced digital solutions to enhance marketing efficiency and effectiveness, while challenges revolve around maintaining innovation amidst budget constraints. There is a strong need for MarTech solutions that provide clear ROI and can be implemented within tight budgetary confines, alongside strategies for digital transformation that can sustain business growth in uncertain economic times.
Proposed Themes for Future Events
Desired Themes and Focus Areas:
- Integrated Marketing: Discussions integrating various verticals like brand, performance marketing, and CRM to provide a holistic view of marketing strategies.
- CRM Evolution: Explores the evolving role of CRM beyond a mere channel, focusing on data-driven, customer-centric strategies.
- Data-Driven Marketing Strategies: Insights into marketing science, data analysis, testing methodologies, and media mix modeling to leverage data for strategic decision-making.
- Educational and Introductory Sessions: Sessions that cater to newcomers or those seeking a broader understanding of marketing disciplines and MarTech’s role.
- AI: Advanced use of AI and machine learning in marketing.
- Web 3.0: Effective integration of Web 3.0 technologies into mainstream marketing.
- Digital Transformation: Strategies for digital transformation and technology adoption in conservative industries.
- Technology Alignment: Business-focused discussions on aligning technology with marketing goals rather than just showcasing new tools. And practical challenges and solutions in implementing new tech solutions.
Recommendations for Speaker Representation
Target Speaker Suggestions:
- Innovators creating a buzz in the MarTech field are highly recommended for future events. This includes thought leaders from successful companies known for pioneering new marketing technologies and strategies. Specific names or companies might be drawn from emerging sectors such as AI-driven analytics, customer data platforms, and digital marketing technologies adapting to privacy regulations.
Event Engagement and Promotion:
- Using Digital Platforms: Promote these themes and discussions through platforms like Lark Suite and professional groups such as WACL, to engage a broader audience and ensure the summit reaches potential attendees interested in cutting-edge MarTech discussions.
The advisory board discussions unveiled significant insights into the dynamic landscape of MarTech, offering valuable perspectives on both challenges and advancements.
We’re grateful to our awesome board members for sharing their expertise and insights. Can’t wait to catch up again in our next meeting to keep pushing forward together!
Advisory Board Members present:
- Mike Borrelli, Global Functional Lead & Sr. Product Owner – Marketing Technology – Activation Platforms, Henkel
- Andy Chang, Head of Group Engagement Solutions, Group Marketing Solutions, Electrolux
- Akina Ho, Founder & Managing Director, HedGrowth Limited
- Wioleta Kawecka, Chief Data Officer, Finder
- Zhiliang Li, Head of CRM, Zalora Group
- Vincent Leung, Global Head of Digital Brand Marketing, Global Marketing and Branding, Lenzing Group
- Tanya Manyan, General Manager, Marketing & Communications, Product and Partnerships, Pica
- Virge Nielsen, Senior Solutions Consultant, Adobe
- Chelsea Perino, Managing Director, Global Marketing & Communications, The Executive Centre
- Victoria Perea-Usher, Vice President, Marketing Communications, JCB International (Europe) Ltd.
Stay tuned for more to come by following our social media accounts and joining The MarTech Community on Slack!
Team BEETc
