At The MarTech Summit Amsterdam, we’re pleased to feature Priya Bahora, Lead Marketing Private Banking & Wealth Management Nederland at ING Private Banking. With experience across client service, strategic business development, and marketing leadership, Priya brings a strong understanding of how trust, relevance, and measurable impact shape modern financial marketing. She will join the Panel Discussion | [Operating Models, Teams & the Future of Marketing] How Modern Marketing Organisations Work, where she will share how marketing teams can break down silos, integrate with product, tech, and sales, and become stronger drivers of business growth.
About ING Private Banking
ING Private Banking is part of ING, a leading global financial institution offering banking, investment, and wealth management services. In the Netherlands, ING Private Banking supports clients with personalised financial guidance, digital tools, and tailored solutions designed around long-term goals such as growth, security, and legacy. With a strong focus on trust, innovation, and client experience, ING continues to evolve how private banking services are delivered across human and digital touchpoints.
Quick Q&A with Priya Bahora
Could you please give us a quick introduction of yourself and share a bit about your role at ING Private Banking?
I lead marketing for ING Private Banking and Wealth Management in the Netherlands, with a focus on building visibility, deepening engagement, and driving measurable growth. That means shaping the full client journey, from first signal to conversion, across multiple human and digital touchpoints. In Private Banking, trust is the product. Marketing only adds value if it strengthens that trust and if we can prove, with data, that it drives both client engagement and commercial results.
Why did you choose to participate in this summit?
I chose to participate in this summit because it brings together people who are not just discussing these systems, but actually building and operating them. What makes it particularly valuable is the opportunity to exchange perspectives with peers who are working through similar questions around decisioning, orchestration, and client relevance. I am especially interested in how organisations close the gap between ambition and execution, particularly in trust-based businesses, where credibility, relevance, and timing are critical.
Many marketers still rely heavily on data science teams. How does SAS CI 360 enable marketers to take more control of AI-driven decision-making?
The shift is not about replacing data science; it is about removing unnecessary dependency. Tools like SAS CI 360 allow marketers to move from requesting insights to actively driving decisions. That changes the pace entirely. If you can see what works in real time, you can optimise in real time. In Private Banking, that matters because relevance is everything. The right message at the wrong moment is still the wrong message. Decisioning needs to sit as close as possible to the client interaction.
Marketing today works much more closely with product, tech, and sales teams. How has that changed the way your organisation operates?
It has shifted the conversation from coordination to true integration.
In many organisations, products are built on shared platforms and operating models. That enables scale and efficiency, but it also means that products can become increasingly similar.
That means differentiation increasingly comes from the experience around the product: how relevant it feels, how easy it is to use, and whether it shows up at the right moment.
As a result, marketing, product, tech, and sales no longer work in sequence, but around shared outcomes. We make fewer, sharper choices and work much more closely on the moments that matter most for clients and the business.
Your career spans client-facing roles, strategic business development and marketing leadership. How has that shaped how you build and lead modern marketing organisations?
It has shaped my view of where value is really created.
In many markets, products are increasingly comparable. What clients remember is not the product alone, but the relevance of the interaction and the confidence it creates in the moment.
Having worked closely with clients, I have seen how hard it is to earn attention and trust. That is why I build marketing organisations around three principles: start from client reality, focus on the moments that shape decisions, and hold a high standard for impact and outcomes.
Marketing needs to connect meaning with execution. It should reflect what people are trying to achieve and make complex decisions feel simpler and more considered, especially in wealth management, where choices are tied to life goals such as growth, security, and legacy.
Can you share one personal or professional goal you’d like to achieve in 2026?
To further close the gap between digital capability and client experience. My goal is to make digital Private Banking feel as personal, intuitive, and trustworthy as the best human interaction. Not by adding more features, but by making sharper choices. Less friction, more relevance, and clear proof that it works. In the end, success is not defined by what we build, but by what clients actually use and value.
Priya’s perspective highlights the importance of building marketing organisations around client reality, shared outcomes, and meaningful moments of decision. In a sector where trust is central to every interaction, her focus on relevance, timing, and measurable value offers a clear view of how marketing can evolve from a support function into a strategic growth engine. As digital capabilities continue to expand, her insights remind us that success is not defined by what organisations build, but by what clients truly use and value.
The MarTech Summit Amsterdam – Beyond the Buzz: Real Marketing, Real MarTech, Real Results
With a stronger foundation, a more refined agenda, and an emphasis on practical, high-impact insight, The MarTech Summit Amsterdam 2026 continues to evolve into a key meeting point for MarTech leaders across the region.
Join us on 25 June 2026 at Postillion Hotel and experience a day of unparalleled learning, networking, and growth at Postillion Hotel & Convention Centre Amsterdam, a modern and stylish venue in the vibrant eastern part of the city, perfectly suited for high-level discussions and networking.
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Last updated: May 2026
