The EMEA Track of the Global Virtual MarTech Summit, held on 21 May 2024, provided a comprehensive, cross-cultural understanding of global trends and best practices in the MarTech community. 21 speakers from diverse industries and regions shared valuable insights on key topics such as Digital Content Creation, Personalisation, Predictive Analytics, Revenue Generation, Data Insights, and MarTech Trends. With over 1,000 participants, more than 90% in leadership roles, and significant representation from companies with over 500 employees, the summit delivered an insightful & interactive experience for all attendees.
Summit Screenshot 1. Panel Discussion
Audience Insights
Let’s start by highlighting our invaluable audience and delving into industry-shaping insights from the poll question results.
The poll indicated a strong interest in storytelling within the customer journey, with 42.9% of respondents prioritising this aspect. Brand engagement strategies also garnered significant interest at 33.3%. Technology and content production were equally less prioritised, each capturing 11.9% of the respondents’ focus.
The poll revealed that most respondents rated their relationship with the sales team as either average (38.1%) or good (33.3%), indicating room for improvement. Only 19% consider their relationship excellent, while a small percentage (9.6%) rate it as poor or very poor. Enhancing collaboration could elevate overall team performance.
The poll showed that the most interest in data-driven personalisation lied in improving customer relationships, with 43.3% of respondents prioritising this. Predictive analytics and machine learning also attracted significant interest at 30%. Overcoming implementation challenges was the least of interest, at only 6.7%, with practical tips for effective personalisation garnering 20%.
Summit Highlights
In addition to the thought-provoking questions and findings, we are thrilled to present the MarTech community’s favourite segment: notable quotes and key takeaways from the summit.
“There is always a balance between what the customers want to learn, what they want to engage and what is really engaging to them. By asking these questions, a lot of data can be collected to personalise the journey at scales, which is really relevant and in time for users, as well as for brands to re-engage and re-onboard their customers.” – Jelena Zbijowski, Head of CRM & Product Marketing, Blinkist
“Due to privacy restrictions, a lot of data has now been aggregated. In some regions, you’re not allowed to get higher user-level device data. To use this data for personalisation, we input this data to the probabilistic model.” – Anh Nguyen, Vice President, Growth, Wolt
“Audiences now are looking at wanting to drive their own experiences more and more often. Creating augmented and virtual reality experiences for a website where users feel like they have a much more interactive way of controlling their experience has been hugely successful.” – Heather Hurd, Chief Marketing Officer, Dusk Marketing
“To give the right service for the right need, you need to have personalisation which needs a great automation platform that can analyse the different data inputted inside.” – Sanup Balakrishnan, Global Head of Digital Media & MarTech, DHL Express
“To ensure better global-local engagement, try to adapt and use the same MarTech stack such as your CRM tool. This will enable more synergies, one team can be the expert on a tool and support other markets.”- Sara Capobelli, Head of CRM & Customer Experience, Raisin
Key Takeaways:
Throughout the summit, our team has consolidated crucial insights shared by our exceptional speakers, and here are the key takeaways:
- Future of Brand Engagement: The future of brand engagement lies in deeply understanding your audience and leveraging emerging technologies to create personalised, interactive content. By prioritising innovation, collaboration, and authenticity, brands can foster meaningful connections and deliver memorable experiences that resonate with their target audience in an evolving digital landscape.
- Effective Personalisation Strategies: Prioritise personalisation at scale by leveraging data, technology, and predictive analytics. Rather than focusing solely on 1-1 personalisation, deploy scalable strategies that anticipate customer needs and personalise interactions in real-time to maximise conversion opportunities.
- Enhancing Sales and Marketing Alignment: Marketers can act as educators to guide sales teams, establishing internal thought leaders to build credibility. Achieving alignment requires a shared language, common goals, regular communication, mutual understanding of challenges, and close relationships, ensuring a strong and successful collaboration between sales and marketing.
- Ensuring Global Marketing Efficiency and Compliance through MarTech Stack Alignment: To optimise global marketing efforts, and ensure consistency in MarTech stack usage while adapting channels to local nuances and privacy regulations. Select a robust MarTech stack that aligns with the most stringent market requirements, guaranteeing compliance across all regions and safeguarding against potential risks.
With constant advancements reshaping the marketing landscape, staying updated on emerging technologies and trends is crucial for maintaining a competitive edge. We foresee the Global Virtual MarTech Summit remaining a key event for MarTech professionals, promoting growth, collaboration, and excellence in the future.
Thank you for participating in this year’s second edition of the Global Virtual MarTech Summit. Your engagement enriched the experience for everyone. For those who missed the live sessions or wish to revisit them, access the BEETc On-Screen on our learning platform. Let’s continue to connect, learn, and innovate together. We look forward to welcoming you at future events. Stay tuned for updates!
Of course, there are more exciting in-person events throughout the year. To see our upcoming summits, including the rest of our 2024 Calendar, please visit: https://themartechsummit.com/events/
Lastly, remember to follow our social media accounts to see our upcoming updates!
By: Jenny Tam, May 2024
