Unveiling Insights: Answers to Your Burning Questions from the Summit
Over 600 MarTech professionals & industry leaders professionals gathered at The MarTech Summit London, the summit explored the intersection of marketing innovation and technology, covering topics like Brand Engagement, AI in Marketing, CRM Integration, Digital Experience Unification, and much more. It’s an unparalleled opportunity for like-minded professionals to connect, exchange experiences, and discuss the latest trends and challenges. 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!
Unanswered Q&A from The MarTech Summit London
- Keynote Presentation | [Customer Experience] Unleash the Power of Premium Engagement
- Panel Discussion | [B2B Marketing Metrics] Crafting the Perfect Customer Journey & Maximising Loyalty
- Panel Discussion | [Digital Marketing Management] How to Master 2025’s Top Digital Marketing Future Trends
- Keynote Presentation | [Personalisation] Show Me You Know Me: Mastering Personalisation to Boost Customer Loyalty and Engagement
- Panel Discussion | [Consumer Connection] Uniting Digital Experience, Trust, and Loyalty
- Lightning Talk | [Marketing Mix Modelling] Best Practices and Global Strategies for Enhancing Media Effectiveness Using Marketing Mix Modelling
Keynote Presentation | [Customer Experience] Unleash the Power of Premium Engagement
Speaker:
Matthew Bell, Regional Director, EMEA, Telesign
❓Our organisation uses SMS to communicate and validate our customers today. Would you suggest we switch to using a channel like WhatsApp instead?
The simple answer is no. What I do suggest is that you review your use cases and understand what channel would suit each use case best. For example, if you are doing notifications and alerts, then SMS is the best channel, but if you want feedback and a conversation, then a social media channel like WhatsApp is best suited.
❓Would you recommend WhatsApp business to large and small businesses alike?
Today, yes. In the past, the commercial model of Meta was not suitable for all types of companies, but today, the channel is a lot more cost effective and accessible for all companies.
❓We only have a small amount to spend on digital marketing activities. Which channel would you advise we look to use to get the best return on our budget?
It really depends on your use case. As in the question above, if you want some level of feedback and conversation, then WhatsApp is best, but if you only wish to alert or notify, then a channel like SMS is best.
❓While running ads on WhatsApp, how do we avoid customers spamming our ads so that brands can generate potential qualified leads?
If you are referring to push marketing ads, there is no way that a spammer could hack and copy this content. Only content that has been approved and running through your API account and environment can use your logo and have the tick next to your brand to show it has been approved.
❓Having a challenge obtaining mobile numbers for our customers, I would have no idea how we could try and establish if our customers use WhatsApp or not?
This is a problem a lot of companies have. The way others have handled this situation is by sending an initial message via WhatsApp, and, if it is not delivered, failing to send a similar but more plain text message via SMS. WhatsApp does not charge any fee for non message delivery.
❓Unlike Europe & other areas of the world, WhatsApp is not very popular in the USA. Is there any other similar channels for that area or is it just SMS?
SMS is for sure the most used and popular channel in the USA and Canada. Some companies have looked at channels like Instagram and Facebook Messenger, but in my opinion, RCS could be a good newer alternative to consider.
❓There are still issues related to trust and authenticity when it comes to WhatsApp marketing. How a brand can tackle that?
My main advice would be to ensure that WhatsApp has fully endorsed you and that you can use your logo and brand and have their guarantee that it is actually you and your company..
❓Which recommendation would you give to a company that never work with WBP and wants to start diversifying your paid media channels?
Start small and try different technologies, content and options. I believe in keeping things simple, so try again until you find the channel and content that works best for your business.
❓Does WhatsApp have applications for B2B marketing?
Not really. The WhatsApp for business solution could be used for B2C OR B2B, but you are right in thinking it has been designed with a B2C volume of interactions in mind.
❓Internal IT security, vendor risk assessments, data privacy, etc, are a must in any multinational. How do you navigate this with your company and the role of Meta?
This is one main reason why working with a vendor like Telesign can really help as opposed to trying to work with Meta directly. Meta will take no responsibility, whereas a vendor like Telesign will have some level of contractual responsibility.
❓With phishing on the rise, how do you reassure your customers that the text/sms is from your organisation?
Simply put, if it has your logo, etc, on the message, it is legit. If it does not, it is not legit.
❓What do you think about using WhatsApp channels instead of the business platform?
WhatsApp does, of course, have its P2P application and also has a SME WhatsApp for business offerings. Both are not designed for scale, and the traffic profiles are associated with the full WhatsApp for business platform.
❓We’ve experienced fraud (impersonation) on WhatsApp which the platform is not supporting us with… how do we collectively ensure full security via this channel?
I would like to understand more about the type of impersonation that occurred. If it included your logo and other attributes this would be concerning and something you or your vendor would need to push Meta hard on. Like any large organisation Meta is not great at getting back to companies and investigating things as thoroughly as some organisations would like.
Panel Discussion | [B2B Marketing Metrics] Crafting the Perfect Customer Journey & Maximising Loyalty
Speaker:
Britta Ashu, Head of Digital Marketing, Bidfood
❓How do you optimise the handover from marketing to sales?
The alignment with sales teams starts long before the point of handover – make sure your sales colleagues are involved in your plans and have a chance to share their feedback and ideas. Not only does this help drive engagement and buy-in – which in turn ensures a better customer experience – but the odds are also pretty good that you end up launching a stronger campaign because of the customer insights sales teams bring to the table.
Panel Discussion | [Digital Marketing Management] How to Master 2025’s Top Digital Marketing Future Trends
Speaker:
Victoria Hatcher, VP, Global Marketing & Sales, Proximie
❓What skills will marketers need to stay competitive with the future trends in digital marketing?
To stay competitive in digital marketing, I believe we must prioritise agility, curiosity, and adaptability.
For me, that means continuously exploring emerging technologies and tools, staying flexible and open to learning, integrating new skills, and embracing things quickly via iterative approaches.
These qualities ensure marketers can navigate a dynamic landscape and seize new opportunities effectively.
Keynote Presentation | [Personalisation] Show Me You Know Me: Mastering Personalisation to Boost Customer Loyalty and Engagement
Speaker:
John Tsaousidis, Enterprise Strategy & Architecture Principal, Marigold
❓What are some common pitfalls companies face when implementing personalisation strategies?
Companies often face several pitfalls when implementing personalisation strategies, including a lack of clear objectives, insufficient data quality, and over-reliance on technology without understanding customer needs.
Additionally, failing to segment audiences effectively can lead to irrelevant messaging, while not respecting customer privacy can erode trust.
❓How do you progressively collect data without irritating the customer by asking for the same thing multiple times?
Progressive profiling is an effective approach to gradually collect data without irritating customers by asking for too much, too soon. By asking for small pieces of information over time and ensuring that each interaction feels relevant, companies can avoid overwhelming users.
Additionally, Customers must clearly understand what they’re gaining in return for their personal information. This means offering tangible, immediate value – such as personalised experiences, exclusive content, meaningful discounts, or enhanced service – that demonstrably outweigh the perceived privacy risk. Brands should communicate the specific benefits upfront, provide granular consent options, and consistently deliver on their promised value proposition. Trust is earned through respect, transparency, and consistently showing customers that their data enables a better, more tailored experience.
❓How can companies ensure their personalisation efforts feel authentic rather than intrusive?
Progressive profiling is an effective approach to gradually collect data without irritating customers. By asking for small pieces of information over time and ensuring that each interaction feels relevant, companies can avoid overwhelming users. It’s crucial to maintain transparency about how their data will be used and to allow customers to control what they share.
You talked about shifting from rewards to emotional benefits. Can you share any more examples of emotional benefits?
Emotional benefits can include creating a sense of belonging or community among customers, enhancing their self-esteem through positive brand associations, or providing peace of mind through reliable products.
Patagonia is a good example. They don’t just sell outdoor clothing. They foster a community for environmentally conscious consumers who prioritise sustainability. When customers share their data, they receive personalised product recommendations while also joining a movement committed to environmental stewardship. Patagonia offers tailored content about conservation efforts, provides repair services to extend the life of products, and allows customers to track the carbon footprint of their purchases.
By aligning its marketing with customers’ values, Patagonia transforms data sharing into an emotional connection. Customers feel they are part of something larger – a global community dedicated to protecting the planet. This approach goes beyond traditional personalisation, creating a sense of belonging and empowerment that makes customers feel their individual choices contribute to a broader commitment to sustainability.
❓What role does artificial intelligence play in enhancing personalisation efforts? Which brands do this well?
Artificial intelligence is transforming personalisation by allowing businesses to analyse vast amounts of customer data like never before. With AI, companies can spot detailed behavioural patterns, predict what customers need, and deliver highly personalised experiences in real time across various channels. This includes everything from creating tailored content and adjusting prices dynamically to powering smart chatbots and making predictive recommendations. As these systems learn and adapt over time, they help refine personalisation strategies, making them feel intuitive and valuable to customers.
However, I would mention that it’s essential to strike a balance between leveraging technology and using the data you collect ethically. Companies must ensure that personalisation enhances the customer experience rather than intrudes on it, maintaining transparency and respecting individual privacy preferences.
Brands like Amazon and Netflix excel at personalisation by leveraging sophisticated algorithms to recommend products and content based on user behaviour. Additionally, brands such as Spotify use AI-driven insights to create personalised playlists, enhancing user experience and satisfaction.
The example I used in my presentation was Beer 52. A smaller brand on the world scale but an organisation that has done a great job with personalisation. All their emails are personalised to me. They have a dashboard when I log into my account that gives me control to rate my favourite beers, control the frequency and types of beers I receive in my order (including number of beers and types of beers), pause subscriptions and earn currency for providing reviews.
❓We’re not comfortable sharing our customer data with third party vendors. How do we do personalised communication in such cases?
You can leverage first-party data by using your own CRM system to manage customer interactions and preferences. Engaging with zero-party data is another option; simply ask customers for their preferences through surveys or preference centres. You can also create segmented content tailored to broader customer groups instead of individual data points.
Another valuable option is using data clean rooms. These secure environments allow for collaborative data analysis without exposing raw customer information. With data clean rooms, you can gain insights from combined datasets while ensuring privacy compliance. Solutions exist that provide the tools needed to enhance your personalisation efforts without compromising customer trust.
❓With brands that are classed as essential health/hygiene, how can we personalise what is usually seen as a “boring” category?
I’d focus on integrating your products into customers’ everyday lives. Highlight how they enhance well-being, like a toothpaste brand offering tailored oral care routines based on individual goals. Leverage life stage marketing by targeting specific events, such as new parents needing gentle hand soap. Use quizzes to understand health concerns and provide personalised recommendations.
Interactive experiences can also engage customers; for instance, a deodorant brand could create an app to track activity levels and suggest products accordingly. Emphasising sustainability is key for eco-conscious consumers, so highlight how your products align with their values. Share relatable customer stories to make the products feel more human and consider offering customisation options, like personalised vitamin packs.
I would also think about providing educational content that addresses specific health needs and tailor campaigns to seasonal concerns.
❓What can we do if our MarTeck stack isn’t integrated enough for us to use that data?
If the MarTech stack isn’t integrated sufficiently, companies should consider investing in a Customer Data Platform (CDP) that consolidates data from various sources into a single view. This allows for better analysis and utilisation of customer insights across different channels.
❓How do you use 3 pillars for baby boomers and Generation X to choose your brand?
Both Generation X and Baby Boomers respond well to TV ads and internet searches for brand discovery. They prefer in-store shopping experiences but also engage with online retailers and brand websites.
The main differences lie in social media usage and device preferences. Boomers heavily favour Facebook, while Gen X is more diverse in their social media use, including YouTube. Gen X leans more towards mobile devices, so ensure mobile-friendly content for them. Boomers still prefer computers, so optimise for desktop experiences, too.
For both generations, personalise marketing by leveraging data from various channels, but remember to respect their preference for more traditional forms of communication alongside digital ones.
Panel Discussion | [Consumer Connection] Uniting Digital Experience, Trust, and Loyalty
Speaker:
Emma Collings, Head of Marketing, British Land
❓How can brands balance personalisation with privacy to strengthen consumer loyalty?
The key is to ask, ‘Do you really need the data, and why?’ Misusing data damages trust more than not having it. To build loyalty, focus on being trustworthy, not just what you say but in how you behave. Leadership comes from setting an example in transparency and respect for consumer privacy. When customers see integrity, loyalty follows.
❓How did you measure the success of the 10 or 20-year anniversary campaign?
Success depends on where and how the campaign generates value. Are you aiming for immediate returns or cultivating long-term impact? It’s about balancing the slow burn with short-term milestones to track progress, always staying focused on the ultimate goal – creating meaningful connections that translate into revenue over time.
❓Emma – do you think British Land will create a TikTok account to speak to that different generation?
We’ll go where our audience is – what matters is creating value for the business and our customers. If TikTok is where they are, we’ll be there. In fact, some of our places already have TikTok accounts to engage their specific communities.
❓With “boring” essential health products, how can businesses leverage personalisation given that the majority of their customers are light buyers?
Is it truly boring? Or have you not found the thread that connects it to people’s lives? If it impacts people, even in the small, everyday ways – there’s a story to tell. The challenge is finding that connection and using personalisation to create meaningful engagement that resonates with your audience. My advice…get creative like consumer brands do.
Lightning Talk | [Marketing Mix Modelling] Best Practices and Global Strategies for Enhancing Media Effectiveness Using Marketing Mix Modelling
Speaker:
Ammar Basit, Global Marketing Effectiveness Analytics Lead, Haleon
❓How do you determine what type of data to feed the model?
Start with understanding the capabilities of the MMM and the questions you want answered. Do you want to find out how your media is performing? Trade mechanics? The list goes on. Once figured out, start investigating the data landscape in your company, i.e., consumer sales/media data – granularity, frequency, and metrics available. Always beneficial to speak to a potential vendor or a colleague who’s done this in another industry. Don’t forget Google, it can be a useful friend!
❓Can you give more context of how you used MMM for the long term strategy?
We’ve done ad-hoc MMM studies for strategic brands, separating the short- and long-term impact of media tactics on sales. This has given us visibility into the must-have media channels that have both a short- and long-term impact, and other channels we can activate sporadically depending on the funnel objective.
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: Jan 2025
