The Global Virtual MarTech Exchange Summit EMEA Track was successfully held on 7th December 2023, thanks to the vibrant MarTech community. As our final edition of the year, we covered topics derived directly from feedback gathered from our summit attendees throughout the year, pinpointing areas in MarTech they wish to improve. No doubt, there were plenty of insightful takeaways from the summit.
We welcomed over 20 speakers from various industries and different countries across the EMEA region to participate in 8 sessions. The topics spanned Digital Engagement & Growth, Marketing Automation, Marketing Mix Modelling, Predictive Analytics, Sales Enablement, Email Marketing, Personalisation, and SEO Optimisation.
With over 600 attendees at our summit, we enjoyed a diverse representation of industries, greatly enhancing the learning and networking experiences for all participants.
Furthermore, over 97% held leadership positions or higher, and approximately 55% represented companies with a headcount of 501 or more.
Summit Highlights
Under the banner of “Global,” our summit commenced with a global panel discussion on Digital Engagement. Our speakers deliberated on the digital resources they are investing in for enhanced growth and engagement in 2024, along with the key performance indicators (KPIs) set to measure and track this progress in digital engagement.
The panel also posed a question to the audience, uncovering that a primary hindrance to enhancing digital engagement is a shortage of resources.
After that, we delved into the topics on Marketing Automation. The session started with a poll question, revealing that over 60% of the audience members remain at Levels 2 & 3 in marketing automation within their organisations.
Our speakers then discussed how marketing automation strategies can strengthen customer retention, reduce churn, and enhance overall customer lifetime value, sharing practical examples.
In the next session, we explored Marketing Mix Modelling (MMM), featuring a demonstration by Analytics Edge on building an MMM in just 20 minutes! The session highlighted that SaaS modelling platforms are making MMM more accessible by lowering entry barriers.
When it comes to MarTech, data analytics is a crucial topic. We conducted a fireside chat session on Predictive Analytics & Customer Engagement. A poll showed that over 50% of the audience is in the planning stage or has already begun using predictive analytics in their marketing strategies.
The speakers also explored how predictive analytics empowers marketers to anticipate customer behaviours and needs. They discussed the integration of predictive analytics into loyalty programmes, retention strategies, and long-term CRM.
Following that, Seismic presented on AI-powered Sales Enablement, underscoring the crucial role of content in modern B2B sales, guiding buyers through their journey. Surprisingly, 80% of the content meticulously crafted by marketers goes unused by B2B sellers. Seismic demonstrated how technology can ensure that materials resonate effectively with both sellers and buyers.
In the Email Marketing session, our speakers explored the art of crafting compelling email copy that grabs attention and spurs action. The session began with a poll question, indicating that the subject line is consistently considered the most crucial aspect of an email.
Roxanne Norman, Head of Digital Marketing at Food Lover’s Market has summarised the session with a key takeaway – What emails shouldn’t be, is a daily mail asking different versions of “Do you want to buy this?”
We also had a session on SEO Optimisation. Conductor has given us a presentation on “Setup to Scale: Common SEO Challenges and How to Overcome Them”
Last but not least, we have our final panel on Personalisation. A poll question has shown that the majority of our audience members have utilised paid media to achieve true personalisation.
George Cairns, Head of Product: Personalisation at Lloyds Banking Group gave us a key takeaway that personalisation is not just personalising communications but also tailoring channels and using collected data for product personalisation. True personalisation harnesses the power of data to meet individual customer needs, 1:1, reflecting all their requirements through a deep understanding.
Our Takeaways
Throughout the summit, our team has distilled key insights from our outstanding speakers, and here are our key takeaways:
- Small details are increasingly vital in your marketing plan, customer data use, journeys, and personalization. Connecting with these moments guides customers to crucial brand experiences, shaping their overall perception.
- Data alone is raw; MarTech enables. Real value comes from extracting insights with tools and the human touch. This fosters a Data-Driven Culture, ensuring seamless integration for customers.
- In AI, caution is crucial. Defining AI matters, and optimal outcomes arise from human-AI collaboration. It’s not a choice between them; success is in combining human efforts with AI capabilities.
Future Engagement
We wish to extend our sincerest gratitude to all our speakers, sponsors and MarTech lovers who joined us, contributing to a remarkable showcase of learning and knowledge-sharing at the summit. Your participation made this event a resounding success, and we look forward to continued collaboration and growth in the future.
For those who couldn’t make it to our live sessions and felt like you’ve missed out, don’t worry, you still have the opportunity to relive the summit on-demand here or on our video learning platform – BEETc On-Screen.
The MarTech Summit Team is delighted to have had the opportunity to host such an exceptional and interactive community once again. We invite you to stay connected with us for future updates by following our social media accounts and joining The MarTech Community on Slack!
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By: Teddy Fung, Dec 2023
