On 19 June 2025, The MarTech Summit made its Amsterdam debut at Hotel Casa, bringing together an exceptional community of marketing and technology leaders for a day packed with insights, networking, and big ideas.
With a sharp focus on Digital Transformation, Unified Data Profiles, Third-Party Cookies, MarTech Stack Strategy, and Customer Journey Alignment, the summit addressed the evolving relationship between technology, content, and performance.
We welcomed over 200 senior marketing professionals alongside more than 30 insightful speakers and 12 leading MarTech exhibitors. Attendees explored the latest trends in marketing technology, discovered cutting-edge innovations, and engaged in valuable exchanges of ideas and strategies.
We were proud to welcome delegates from a wide range of leading organisations, including Lotus Cars, EY, Calvin Klein, Decathlon, DPD, Tony’s Chocolonely, Vinted, TomTom, Worldline, bunq, Unilever, Transavia, Philips, Readly, and Crocs. Their presence helped transform the summit into a dynamic platform for meaningful connections, strategic insights, and future-focused conversations, shaping the next wave of MarTech innovation.
Over 85% of our attendees held senior leadership roles or higher, and more than 60% represented organisations with over 1,001 employees.
Summit Highlights
One recurring message from the day: put the customer at the centre—in strategy, data, and execution.
Paula Fong, Director of Growth Marketing at Booking.com, underscored this in her session on conversational marketing:
“Be customer-centric. Rely on data, not opinion.”
This snapshot suggests that while optimism leads, the AI journey must be accompanied by guidance and clarity. Overcoming fear and allowing AI to motivate your actions within your organisation will allow for your company to move with the AI tide, not against it.
Similarly, Ezgi Ozer, Consumer Engagement Lead at PepsiCo, shared how their post-cookie strategy is thriving:
“The post-cookie world isn’t a limitation. By investing in 1st-party data through platforms like Joy, we’ve built stronger, more direct relationships. Success lies in building trust and creating engaging, rewarding experiences.”
In the realm of digital transformation, Andjela Pasi of Waldom Electronics emphasized that transformation is as much about people as it is about tools:
“The real blocker often isn’t tech or budget—it’s cross-functional alignment. Joint KPIs and shared ownership between marketing, IT, and sales are essential.”
Content creation was another hot topic. Santiago Patino, Head of Marketing EU at Yokohama ATG, offered a practical shift:
“Treat your digital content like a conversation, not a monologue. Invite engagement with micro-interactions to make your audience feel part of the story.”
Anton Gorobets of Birda echoed this sentiment with a sharp reminder:
“You only get one shot to tell your story. Make it clear, honest, and grounded in what your users care about.”
Key Takeaways
From our speakers, some important thoughts were shared that attendees can take back to their organisations:
“Building the right community for your brand is key, they can contribute massively to your brand in many ways, through building credibility, fame, awareness, relevance… They can be your brand ambassadors organically and help you build your brand in culture.” Ainara Martin, Head of Luxury Marketing, Southern Europe, Diageo.
“The value of First-Party Data is one of the key assets that companies have nowadays. A recipe for success: Secure budget, choose a tool, and educate stakeholders to leverage existing marketing events and try to capture data at every activity you do (product launch, events, etc). This will save you money and enrich the quality of the data you acquire.” Mónica Escudero, Head of Data, CRM & E-commerce, L’Oréal Iberia.
“Consumer habits are constantly evolving, and brands must adapt to stay relevant. It’s our responsibility to listen, evolve, and shape strategies that truly meet the market’s needs” Mariana Banazol, Associate Director, Marketing, Iberia, Too Good To Go.
And a great forward-facing takeaway from one of our speakers is “The future won’t be built overnight – but it will belong to those who start building it today” Mirian Rodrigues, Director, Digital & Tech, GSK.
As echoed by our speakers, the path forward in marketing is grounded in authenticity, agility, and action. From building communities that become organic brand advocates, to capturing and leveraging first-party data, the insights shared offer both strategic clarity and practical steps. In a rapidly shifting landscape, listening to consumer shifts and continuously adapting is no longer optional, it’s essential.
The MarTech Summit Madrid – in Stats
The summit brought together a truly diverse audience, with Retail & eCommerce and IT & Telecommunications leading the way. Notably, traditional sectors like Food & Beverage, Banking, and Energy were also strongly represented – highlighting the growing appetite for MarTech across all industries.
This cross-sector engagement reaffirms that marketing innovation is no longer niche, it’s mission-critical across the business landscape.
Audience Snapshot:
The MarTech Summit Madrid successfully drew a high-calibre audience, both in company scale and seniority level.
- Company Size: Nearly half of our attendees (47.6%) came from large enterprises with over 1,000 employees. Combined with mid-sized firms (501-1,000 and 201-500 employees), over 74% of the audience represented established organisations with significant marketing operations – highlighting the summit’s value for serious decision-makers and scalable partnerships.
- Seniority: More than 80% of attendees held senior roles, including Directors (30.2%), Heads of Department (16.3%) Senior Managers & Managers (27.9%), Chief-level (10.1%) and Vice Presidents (4.7%). These are the people shaping strategy, approving budgets, and driving transformation within their companies.
This combination of senior-level decision makers from major organisations makes the summit an ideal platform for meaningful conversations, strategic networking, and long-term business growth.
Looking Ahead
The MarTech Summit Madrid 2025 brought together industry leaders, bold thinkers, and innovators from across sectors to share strategies, solve challenges, and inspire action. The summit proved to be a powerful platform for driving MarTech transformation at scale.
We’re excited to carry this momentum forward, so stay tuned as we continue the journey across global hubs, exploring the future of marketing technology together.
- Catch the recap here: The MarTech Summit Highlights
Future engagement
We extend our heartfelt thanks to all our partners and MarTech enthusiasts who attended and contributed to the outstanding networking and knowledge-sharing at the summit. Your participation was key to the event’s success, and we eagerly anticipate further collaboration and growth together.
The MarTech Summit Team is delighted to have hosted such an exceptional and interactive community once again. Stay connected with us for future updates by following our social media accounts!
Find us on:
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.
To see more our upcoming summits in 2025, please visit: https://themartechsummit.com/events/
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: Frankie Borek, | May 2025
