The MarTech Summit Jakarta took place at The St. Regis hotel on 25th June 2025. This important event brought together more than 250 senior marketing professionals. The summit featured over 30 expert speakers and seven top MarTech companies showcasing their products. Attendees had the chance to learn about the latest marketing technology trends, see new innovations, and network with industry leaders. The event provided valuable opportunities for sharing ideas and building business connections.
Now, welcome to our summit’s aftermath – Join us as we unravel the mysteries and shed light on the lingering questions posed to the brilliant speakers who captivated us during the summit!
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Unanswered Q&A from The MarTech Summit Jakarta
- [MarTech Culture] Building Contemporary Marketing Culture and Capabilities
- [Collaborative Marketing] Unlocking Growth Through Strategic Partnerships
- [Personalisation] Accelerating Hyper-Personalisation Through Dynamic Content
- [Next-Gen Marketing] Captivating the Next Generation of Consumers in Marketing
[MarTech Culture] Building Contemporary Marketing Culture and Capabilities
Speaker:
Jeffrey Pe Benito, Director, Digital Marketing, Vertiv.com
❓What’s been the most effective training or enablement initiative in your MarTech evolution?
It’s been important for the team to understand large language models like ChatGPT and Gemini and the related basics around training for those, like prompt or context engineering. Those then enable teams to select which things are good use cases for AI productivity gains, which things have inherent risks when AI is used for speed, and what adjustments need to be made as the teams get after select AI projects.
❓Looking ahead 3–5 years, what cultural shifts will marketing organisations need to make to stay competitive in an increasingly tech-driven landscape?
Artificial intelligence will hit the world of search optimisation and websites much faster than it will hit other fields, so that should be a priority over the 3-year horizon. Google sending fewer clicks to websites and presenting website content as large language model answers has a downstream impact on workflows, web analytics, SEO software and processes, and ads. To stay competitive, teams will need to understand gen AI basics, run experiments to see what works in the new world, and get productivity gains from smart and targeted deployment of AI tools.
[Collaborative Marketing] Unlocking Growth Through Strategic Partnerships
Speaker:
Sonitha Poernomo, Head of Corporate Communications, Pertamina Hulu Rokan
❓When a strategic partnership succeeds, both sides win—but when it fails, it can be damaging. How can we minimise the risks?
That’s why looking beyond immediate gains is critically important. A company needs to assess its partner’s long-term compatibility, financial stability, reputation, and ethical standards. Conduct background checks, including financial assessments. After that, don’t forget to formalise everything to ensure a legally binding agreement, and cover all aspects of the partnership in detail.
❓How do you maintain long-term strategic partnerships when faced with a new wave of more affordable or short-term alternatives?
I think it comes back to trust and reliability. Although there are many choices these days, when we build business partnerships, it’s important to share vision continuously and future planning together, always together (joint planning, joint evaluation, joint innovation, joint celebration). There can be new trends and shifts in consumer behaviour, but if we face it together, the partnership and loyalty will stay.
❓What’s your “secret recipe” for selecting the right partner for a joint campaign?
Clarity of purpose is important. We have to understand the desired outcome and define what success looks like
Other than that, always check on their track record, especially when it comes to reputation, values and ethics.
❓What’s one unexpected benefit of collaboration that’s often overlooked?
Exposure to different ways of thinking, different processes, and different insights through collaboration can accelerate our own organisation’s learning curve and adaptability. We can learn new trends, best practices, or potential pitfalls that we wouldn’t have discovered working in a silo.
[Personalisation] Accelerating Hyper-Personalisation Through Dynamic Content
Speaker:
Sumeet Senchoudhary, Head of Marketing, Asia Pacific Rayon (APR)
❓In your view, where is the line between meaningful personalisation and crossing into “creepy” territory?
The line between meaningful personalisation and being “creepy” often comes down to subtlety and relevance. As a marketer, it’s important to understand your customer—but not necessarily make it obvious how much you know about them. The goal should be to make your communication feel naturally aligned with their interests, not like surveillance.
It’s like personalisation through contextual relevance rather than direct references. The messaging should be generic enough to avoid discomfort, but tailored enough to feel personal.
For example:
- If you know a customer recently visited Hawaii, don’t say, “Hope you enjoyed Hawaii!” Instead, incorporate themes like “crystal-clear beaches” or “mountain escapes” to evoke a connection without sounding invasive.
- If someone frequently browses or buys luxury watches, don’t call it out directly. Instead, talk about “timeless style,” “refined craftsmanship,” or “living the luxury lifestyle.”
- If a user often shops for eco-friendly products, avoid saying “we see you’re an environmentalist.” Instead, highlight your brand’s sustainability values or products with a low carbon footprint.
Ultimately, personalisation should enhance the experience, not make users question how much you’re tracking them. The best approach is to stay relevant, respectful, and just the right amount of personal.
[Next-Gen Marketing] Captivating the Next Generation of Consumers in Marketing
Speaker:
Richard Samantha, Head of Digital, Data, & Technology, ecoCare
❓Can you share your experience in working with different types of KOLs for your brand? For example, when is it more effective to use micro-KOLs over macro-influencers?
The choice really depends on the goal.
At ecoCare, we’ve worked with micro-KOLs because we wanted to build engagement and community relevance. We worked especially with those who specialised in niche areas like cleaning hacks, eco-living, or local community groups such as mum groups. Their audiences are smaller but more loyal, and engagement is more genuine. We’ve even worked with local facility managers who shared their experience with ecoCare Hygiene – that kind of advocacy is gold.
However, when one is after a wide visibility, especially for brand awareness campaigns like product launches or rebranding announcements, you would have to consider partnering with macro-influencers — usually lifestyle or health-focused creators with strong credibility.
Throughout the event, your inquiries ignited conversations and fueled our curiosity. Your engagement has truly enhanced the experience for all involved. For those unable to attend the live sessions or wanting to revisit the insightful discussions and presentations, we invite you to access the BEETc On-Screen on our learning platform. Let’s continue to connect, learn, and grow together, fostering innovation and excellence in the ever-evolving landscape of marketing technology. We eagerly anticipate welcoming you back at future events. Of course, there are more exciting in-person events throughout the year, please visit:
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Last updated: August 2025
