Post-Summit Report | Virtual MarTech Exchange Summit 2021

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As usual, we’ve partnered up top brands from industry and vendor sides to uncover the most valuable insights from different perspectives. It’s been 2 years into the pandemic, and we all have amassed a chunk of knowledge from navigating through crisis and post-crisis management. At this version our speakers proudly shared years of experience with you to shed light on the future of MarTech.

A heartfelt thanks to 1000+ attendees who joined us live over the 2 days during 8 fireside chats, 3 keynote presentations, 2 panel discussions and 1 lightning talk delivered by 27 speakers across a myriad of industries in B2B & B2C. Our Q&A inbox was flooded with well over 60+ questions thanks to all the curious MarTech minds out there. Our agenda covered a wide range of topics including:

  • Interactive Content
  • Marketing Integration
  • User Generated Content (UGC)
  • Customer Experience
  • Digital Engagement
  • MarTech Trends
  • Cross-Channel Marketing
  • AI & Chatbot
  • CDP
  • Video Marketing
  • Partnerships
  • First-Party Data
  • Digital Experience
  • Storytelling
  • Future Trends
    And many more!

And now, the time has come to hear the voice of our attendees by looking at some insights from poll questions: 

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There are too many reasons that make creating a video and scaling it difficult, and there is 1 solution to overcome all the challenges it brings – working with professionals! As always our partners are experts in it and are more than happy to help you!

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Everyone’s keen to have AI to help ease the burden of CX, yet no one is happy with the current capabilities of AI. Will 2022 be the year we achieve it?

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On the contrary, while we aim to roll out AI for customer service as marketers, we still go for good old emails and social media to reach out to brands. Some people just want to watch the world burn.

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NO! NO! NO!

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Hey wait there, I’m a marketer too..! Does it mean AI will share 50% of my salary too? Please. No.

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I don’t even know why we had the “seamless collaboration” option but obviously fat fingers landed on it, there is no other explanation.

Enough chit chat, let’s dive into some of the notable quotes and key takeaways we highlighted from the day:

“Unified customer experience is not static, it’s dynamic. Brands need to be agile, and they need to adapt to their customers’ needs for great customer experience.”
– Varun Sharma, VP, Asia Pacific & Japan, Emplifi

“With the evolution of customer experience, it will be at the heart of digital transformation in organisations, it’s going to be about empathy and emotions and bringing that into the customer journey.”
– Anca Van Assendelft, Senior Director, Digital Customer Experience, TaskUs

“The democratisation of video is massive, video is now in everyone’s hand and a really good video marketing strategy needs to have 3 parts to it, the hero, the hub and the hygiene.”
– Jess Reynolds, Sales Director, Brightcove

“With videos, you don’t need them to be as slick as they were a few years ago, this makes them authentic and real, don’t be afraid that it has to be perfect and avoid going through a long production process.”
– Lauren Stephenson, VP of Global Marketing, Shootsta

“The real digital transformation needed is not only from AdTech to MarTech but also from MarTech 1.0 to MarTech 2.0, this can only happen if you shift budgets into MarTech.”
– Rajesh Jain, Founder & Managing Director, Netcore Cloud

“The shift from 3rd party data will show the importance of 1st party data even more, when we look at some of the disruptors and industry leaders, they have got ahead by using 1st party data to establish trust and building on it.”
– Sean Valencia, Marketing Strategist, APAC Marketing Lead, Treasure Data

“With the rise of WEB 3.0, people are more aware of the privacy and this gives us a great insight on how should brands prepare, how to offer value in exchange of customers to opt-in.”
– Keng Zhing Ng, Regional Ecommerce Director East Asia & India, Stanley Black & Decker

“Humanising the way we communicate and operate, even at a distance, are crucial during disruptive times. Regardless of the channel used – virtually and physically, it’s about genuinely connecting with customers.”
– Janis Tse, Global Marketing Director, Plaza Premium Group

“We should have an idea of the bigger picture to understand and enhance the omnichannel customer journey through utilisation of data acquired from online and offline channels.”
– Anupong Tasaduak, VP of Data & Digital Marketing, Big C Supercenter

“Digital fatigue is through bad experiences. The experience we deliver is everything, how well we create them and how much we help our audience with them and ultimately how much we can learn about our audience from these experiences.”
– Mark Bornstein, Vice President, Marketing ON24

“With AR & VR it is a very hard tool and technology to work with but it is a very engaging experience, but we are still quite far off from using it more in storytelling, but as technology evolves more it will become a must.”
– Siddhant Raizada, Head of Global Marketing, Kristal.AI

“For AI, you want to use it for managing a part of the process and not the entire process and slowly scale it, the more you integrate marketing activities such as social media, lead management, CRM, the more your AI will learn.”
– Mansour Mbaye, Chief Revenue Officer, Shootsta

“If you want to offer seamless omnichannel experience and treat the customer the way they want to be treated, having a CDP is fundamental. It’s not the only way to achieve your desired outcomes but is definitely a must have.”
– Borko Kovacevic, Chief Operating & Marketing Officer, Microsoft Singapore

“Video is powerful at driving key metrics in your business whether you’re B2B or B2B, it drives sales and lead conversions a lot more than text, this is why companies prioritise videos in their algorithms.”
– Gregory Armshaw, Senior Director of Strategy, APAC, Brightcove

“Once you make a community you have to make sure you’re responding to them in real time or the very least quickly not a week later, a lot of internal reflection is required when building and using these communities.”
– Zeeshan Muhammad Khan, Head of Marketing, LEGOLAND Malaysia Resort

“Marketers need to unify media channels by merging activation, reporting and monitoring of media spends across channels so they can connect the dots from different data points across the funnel.”
– Rajiv Dingra, Founder & CEO, RD&X Network

“The new focus for 2022 is to humanise and not just personalise, human beings are social creatures and after the last few years people now crave social collaborative experiences. This is a chance for us to build trust with our audience.”
– Iris Chan, Head of Demand & ABM, APAC, Autodesk

Once again, thanks to all MarTech enthusiasts who joined us at the Virtual MarTech Exchange Summit and shared a moment of learning and networking with us. For those who couldn’t make it to our live sessions and feel like they’ve missed out, don’t worry, you still have the opportunity to relive the summit on-demand here. Or even better, you may access all our existing and upcoming content with a single pass here.

Registration for our upcoming Virtual MarTech Summit APAC on 22 – 23 February 2022 is now open. Simply register a pass for you and share with your network here – https://themartechsummit.com/virtual-apac

The MarTech Summit Team is delighted to have hosted an elite and engaging community once again. Stay tuned for more to come by following our social media accounts and joining The MarTech Community on Slack! 

By Rahmi Atalay.


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