The MarTech Summit Asia marked its 6th edition in Singapore, making first appearance at the iconic Marina Bay Sands Expo & Convention Centre on 8 & 9 April 2025. The two-day summit welcomed over 500 senior marketing professionals, alongside more than 70 insightful speakers and 20 leading MarTech exhibitors. Attendees explored the latest trends in marketing technology, discovered cutting-edge innovations, and engaged in valuable exchanges of ideas and strategies.
Who Attended?
We were honoured to welcome delegates from esteemed organisations including Airwallex, Changi Airport Group, DBS, DHL Express, foodpanda, GE HealthCare, Klook, L’Oréal, Mastercard, Moët Hennessy, NTUC LearningHub, TikTok, and UOB. This diverse group of attendees transformed the summit into a vibrant hub for meaningful connections, strategic exchanges, and forward-thinking conversations on the future of MarTech.
Attendee Demographics:
Over 85% of our attendees held senior leadership roles or higher, and more than 60% represented organisations with over 1,001 employees.
Summit Highlights
We delivered a power-packed agenda spanning a wide array of cutting-edge topics across the two days, continuing with our signature B2C and B2B Marketing Stages on Day 2. Hot-button issues were explored through a variety of engaging formats, including panel discussions, fireside chats, keynote presentations, and roundtable sessions. The event’s dynamic content was further enriched by over 250 thought-provoking questions submitted by our highly engaged attendees.
In addition, we facilitated over 50 pre-scheduled one-on-one meetings on-site for our event sponsors and partners, creating valuable opportunities for direct engagement and tailored networking.
As part of the registration process, attendees were asked a key question: “Which area of your MarTech stack would you like to improve?” — offering us deeper insight into their priorities and challenges.
We placed a strong emphasis on curating relevant sessions at this year’s summit, aiming to deliver invaluable insights and practical takeaways for our attendees. Guided by the top areas of interest identified during registration, we focused on key themes such as Marketing Analytics, Performance & Attribution, Marketing Automation & Campaign Execution, Content Marketing, Engagement Tools, and more.
Our objective was to equip participants with the knowledge and tools needed to thrive in these focus areas and beyond. By aligning our content with their expressed interests, we ensured that each attendee gained relevant, actionable insights—making their summit experience both valuable and meaningful.
Focused topics on Best-of-breed MarTech, AI Innovations
On Day 1, we hosted a compelling panel discussion on the topic of Best-of-Breed MarTech.
During the session, panellists engaged the audience with a live poll, asking: “What’s your bigger fear when buying MarTech – Fear of Missing Out (FOMO) or Fear of Messing Up (FOMU)?” Interestingly, over 75% of respondents chose FOMU. The speakers responded with practical insights, sharing how they had navigated this fear and successfully implemented effective tools within their organisations.
Another highlight from Day 1 was a session focused on AI and CX Innovations. We were pleased to welcome Sharon Panelo, Senior Director of Strategic Consulting at Braze, who shared valuable insights on how AI and advanced technologies are transforming customer engagement and elevating the overall customer experience.
AI and CRM took centre stage on Day 2 at the B2B Marketing Stage. The session kicked off with a light-hearted audience poll to spark engagement and set the tone for the discussion.
One of the key takeaways came from speaker Julian Sng, who shared a powerful perspective: “The future of customer relationships isn’t AI or humans — it’s AI with humans. The best experiences come when intelligence meets empathy. AI is your backstage crew. Let it run the scripts, but the spotlight still belongs to the humans. Let AI do the thinking, so humans can do the thanking.”
Marketing Automation & Lead/Campaign Management
We hosted a fireside chat session on Day 1 that featured a vivid and insightful conversation between Melina Chan, Head of Marketing Automation, SEA at IDP Education, and Erin Kok, Associate Director of Performance Marketing at Klook. Together, the speakers provided practical perspectives on harnessing AI effectively in modern marketing operations.
Melina concluded with a practical piece of advice: “Determine what you want to achieve with AI in marketing automation — whether it’s content, data, journey orchestration or reporting. Start small by piloting in one area, then scale to a broader audience as you refine and optimise your approach.”
On Lead Nurturing, we had a panel on B2B Marketing Stage on Day 2.
Three outstanding speakers concluded their sessions with powerful takeaways, each offering a unique lens on lead nurturing and customer engagement:
- Alyssa-Jane Tan, Director of Marketing (APAC & MEA), Nium – “The biggest challenge — and opportunity — in B2B lead nurturing is to focus the majority of your targeting and nurturing efforts on converting the top 20% of customers.”
- Manaswita Sarkar, Head of Audience & Data Strategy, SPH Media – “Scale up lead nurturing without compromising the relevance of your communications. Keep the conversation engaging, and leverage AI where appropriate.”
- Alyssa Ng, Senior Manager, Marketing Communications, DHL Express – “Always keep the customer experience at the forefront. Create highly segmented, relevant content to nurture customers throughout their purchasing journey.”
Content Marketing
As part of our focus on Content Marketing, we hosted a fireside chat on Day 1 exploring the theme of staying relevant in today’s digital world.
To kick off the session, the speaker duo engaged the audience with an interactive word cloud poll, asking: “What does being ‘relevant’ mean to you in today’s digital world?”
The responses highlighted key themes such as personalised, up to date, CX, intent, and adding value—underscoring the importance of real-time engagement, human-centric messaging, and content that resonates with ever-evolving customer needs.
Our speakers, Joan Kang, Vice President of Consumer Acquisition & Engagement at Mastercard, and Danisha Nathyal, Head of E-commerce Marketing & Digital Strategy at CHARLES & KEITH Group, then delved deeper into the discussion. They explored how brands can remain top-of-mind and relevant in the face of digital noise and constantly shifting consumer expectations. The conversation also unpacked evolving strategies for consumer engagement and offered forward-looking perspectives on the future of brand marketing.
We had a specific panel discussion on B2B Content Marketing on Day 2.
Our panellists shared impactful takeaways with the audience, each offering a unique lens on navigating today’s marketing landscape:
- Alvin Lim, Director of Global Marketing & Communications, RSP Architects Planners & Engineers – “Content is still king. AI is just a means to an end.”
- Sreetama Ray, Director of Marketing & Communications, Global, Aon – “There is a significant shift underway in marketing, and the only way to transition smoothly is by staying creative and authentic.”
- Ganesh Jeyaraman, Head of Marketing & Communications – Flavours APAC, Symrise
“Spend time with your customers to understand their pain points. Develop insight-driven content that shows you truly understand them.”
Engagement Tools
We hosted a highly creative and engaging panel discussion focused on Gamification in Marketing. To kick things off, we asked the audience a word cloud question: “What is the first word that comes to mind when you think about gamified experiences?”
The responses painted a vibrant picture, with words like fun, engaging, interactive, rewards, and addictive standing out. These insights set the stage for a dynamic conversation on how gamification can elevate marketing strategies, boost engagement, and deliver memorable brand experiences.
Our speakers offered insightful takeaways on gamification in marketing:
- Terry Williams, VP, Consumer, MyRepublic – “Gamification isn’t just fun—it’s a strategic tool that drives engagement, loyalty, and performance when tied to real KPIs.”
- Brenda Maderazo, Deputy Director, Marketing, Health Promotion Board –“Gamification is both art and science—design must be rigorous, but it only works when it’s also fun.”
We also had a panel discussion on experienced-led growth which they touched on interactive and innovative engagement strategies.
We also hosted a panel discussion on experience-led growth, where speakers explored interactive and innovative engagement strategies. The session concluded with three impactful perspectives:
- Gracia Yap, Regional Luxury Marketing Leader & Founder, Next Bold Move
“Luxury is evolving into a deeply human-centric experience. Use data and digital tools to create immersive, emotionally resonant moments—online and offline. The future lies in authenticity, innovation, and legacy-building.”
- Esther Tan, Global Director, Marketing & E-commerce, Plaza Premium Group
“Be present. Data is powerful, but real-time observation and direct engagement reveal the true challenges customers face. That’s where better solutions begin.”
- Aderlene Foo, Head of Digital Marketing & Ecosystem, National Gallery Singapore
“Start small, test quickly, and keep listening. Meaningful experiences come from small, insight-driven improvements—shaped by teams and audiences alike.”
Marketing Analytics Performance
We featured an all-star panel on Marketing Analytics & Performance on Day 1, where speakers shared sharp insights on measuring and driving marketing effectiveness:
Amit Chaubey, Head of Marketing Science APAC, Snap Inc. – “Effectiveness is more than attribution. It’s about understanding how all elements work together to deliver stronger results.”
- Joe Loy, Managing Director, Digital Business, NTUC LearningHub – “Focus on business outcomes, not vanity metrics. Identify the right problems and celebrate small wins.”
- Rachel Peng, Head of Regional Strategy & Analytics, Seller Operations, Lazada – “Empowering marketing and sales with data synergy is key to maximising results.”
- Shailesh Waingankar, Head of Marketing Effectiveness, Standard Chartered Bank – “68% of companies don’t act on measurement results. Start with what you have and build a data-driven culture using both traditional and leading indicators.”
Unique Summit Experience
This year, we introduced Industry Lunch Huddles, a designated area where peers from the same industry could reserve seats in advance and enjoy lunch together, fostering focused networking in a more relaxed setting.
And of course, we continued to offer our mouth-watering lunch buffet (we had a Laksa Live Station!), enjoyable networking drinks, in-summit roundtable discussions, and dedicated breakout sessions co-hosted by our event partners.
Future engagement
What an incredible two days it’s been! A huge thank you to our amazing partners and passionate MarTech professionals who helped make this summit such a memorable experience. From thought-provoking sessions to meaningful conversations, your energy and enthusiasm truly brought the event to life.
We’re beyond excited to have had the chance to connect with such a dynamic and engaged community. Let’s keep the momentum going! Follow us on social media and join The MarTech Community on Slack to stay in the loop on future events, updates, and opportunities to collaborate.
We are excited to announce a series of upcoming events for 2025, designed to continue fostering innovation and excellence in MarTech:
In the APAC region
In the EMEA region
To see more our upcoming summits in 2025, please visit: https://themartechsummit.com/events/
Lastly, don’t forget to stay up-to-date with all things The MarTech Summit by following our social media accounts to not miss an update!
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We hope to see you at our future events and let’s continue pushing the boundaries of what it means to be marketers together!
Stay tuned for updates!
By: The MarTech Summit Team | April 2025
