The Global Virtual MarTech Summit’s EMEA track took place on December 4, 2024 and provided a dynamic platform for exchanging ideas and advancing the MarTech landscape. Featuring 20+ prominent speakers from varied industries across the region, the summit explored critical themes such as Culture in Marketing, Automation, Omnichannel Marketing, Data Attribution, First-Party Data Strategies, and AI Integration. With over 1000 participants, including 97% senior leaders from organizations with 500+ employees, the event fostered invaluable connections and offered actionable insights to drive innovation and success in marketing.
Poll Insights
For each session, an interactive poll was included in order to receive feedback on important MarTech questions. Some of the highlights include:
- [Automation] 33.3% of voters agree that the biggest challenge they face when implementing automation in their marketing strategies is managing and integrating data from multiple sources. With the second most popular being ensuring campaigns remain creative and personal (26.7%) and then both with 20%, lack of resources or expertise to manage automation tools and measuring the ROI of automation efforts.
- [Omnichannel Evolution] For the most difficult part of omnichannel marketing, 45.2% of respondents believe it is Customer Data and Segmentation, 35.5% believe it is Personalisation and 16.1% believe it is Brand Consistency. Only 3.2% believe it is Offline Experience.
- [Attribution] For the majority (58.8%), attribution data and reports are commonly used in budget allocation.
- [Data Ownership] The respondents were split between Honesty and Value adding (40.9%) being the most important factor when collecting data. Personalisation is seen as the third most important in terms of data collection. User-friendly onboarding and Gamification were seen as unimportant to the respondents.
- [Culture in Marketing] Over half (52%) of respondents have used AI in a cultural context, portraying its growing usage in different aspects of Marketing.
- [GenAI] When using AI in marketing, Content Creation is seen as the most exciting aspect (42.9%), followed by Predictive Analytics (33.3%), Hyper-personalisation (14.3%), and then Scalability (9.5%)
Summit Highlights
Our speakers shared some interesting and memorable advice for attendees, such as:
- “From both a quality standpoint and also quantity standpoint, don’t be afraid to have AI tools to really help with any content, no matter how small or large it is” Anja Simonsson, Vice President Marketing Business Area Data Centre Technologies, Munters.
- “When managing global campaigns, what helps the most is having the best data sets and using AI to analyse it to be able to understand cultural nuances, sensitivities, subtleties, and preferences” Jeramie Jesalva, Global Marketing Director, Fine Hygienic Holding.
- “Regardless of industry or B2B/B2C marketing, the foundational principle should be to maintain a consistent message and experience for everyone” Harry Maxwell, EMEA Management, Storyblok.
Key Takeaways
Summarising the most critical insights from the summit:
- Holistic Planning: A comprehensive strategy is key – go beyond media and CRM to include offline, face-to-face activities. Design an end-to-end customer journey for the top, middle, and bottom of the funnel.
- AI Adoption Journey: Experiment, adopt, regine, and repeat. Embracing AI is a continuous process – start now, even if it’s not perfect.
- Data-Driven Impact: Understand your business specifics, measure channel efficiency short- and long-term, and adopt attribution models to drive performance and value creation. Use tools like MTA for real-time insights and MMM for future predictions, but always combine data with experience and industry context to avoid biases and maximise marketing effectiveness.
- Building Trust with First-Party Data: Trust is essential for fostering long-term customer relationships in the digital age. Align first-party data strategies with clear objectives—brand building or performance—and focus on enhancing UX over short-term profit. Measuring and monitoring customer trust ensures sustainable engagement and reduces the high cost of reacquiring lost customers.
Looking Forward
We are excited to announce a series of upcoming events in the EMEA region for 2025, designed to continue fostering innovation and excellence in MarTech:
To see more our upcoming summits in 2025, please visit: https://themartechsummit.com/events/
The Global Virtual MarTech Summit’s EMEA track solidified its position as a must-attend event for the MarTech community. We sincerely thank our speakers, attendees, and partners for their invaluable contributions. For those who missed the live event or wish to revisit the insightful sessions, on-demand content is accessible on BEETc On-Screen.
We look forward to seeing you at our future events. Let’s continue driving innovation and excellence in marketing technology together!
Future engagement
Lastly, enjoy the Summit Trailer we had on YouTube for the Global Virtual MarTech Summit and follow our social media accounts to see our upcoming updates!
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We look forward to welcoming you at future events.
Stay tuned for updates!
By: Frankie Borek, December 2024
