The Marketing Chapter NA

The Martech Stack Reckoning: Simplifying Complexity to Unlock Growth

How much of your stack is actually earning its place? Most organisations have accumulated more martech than they know what to do with, and what's left behind is tech debt that's hard to overcome and eradicate. 

As MarTech ecosystems become increasingly complex, leaders are reassessing which platforms truly drive value, where investment is creating unnecessary complexity and how technology foundations can better support growth.

This discussion explores how marketing leaders are rationalising their growth stacks, creating stronger operating models and building technology ecosystems designed for scale, agility and long term impact.

AI Without the Hype: Turning Experimentation Into Marketing Advantage

AI has dominated the marketing conversation, but the focus is now shifting from piloting  to performance.

Leading organisations are moving beyond experimentation and exploring where AI can genuinely improve creativity, productivity, customer understanding and operational efficiency.

This discussion explores where AI is delivering measurable value, where human expertise remains essential and how marketing teams can adopt AI responsibly without losing creativity or authenticity.

The Personalisation Paradox: Relevance Without Losing Trust

Customers expect experiences that feel personal, but trust has never been more fragile.

As organisations seek deeper personalisation to meaningfully connect with their ideal customer profile, marketers must balance relevance with transparency, consent and responsible use of customer data.

This session explores how marketing leaders are creating personalised experiences at scale, that strengthen relationships rather than crossing the line into customer discomfort.

Data Is Not the Advantage. Action Is.

Customer data is everywhere, but meaningful insight remains difficult to unlock - as marketers, we know we don’t need ‘big data’, we need tiny amounts of data insight at the right time to drive engagement and purchase.

Fragmented systems, disconnected teams and inconsistent data foundations continue to prevent organisations from turning information into better decisions. And, adding AI into the mix doesn’t solve the problem, it often exasperates it. 

This discussion explores how marketing leaders are working closely with customer service and experience teams to create connected customer intelligence, improving decision-making and using data to drive measurable commercial outcomes.

Experience Is the New Competitive Advantage

Products and pricing can be replicated, and often are by our competitors. Customer experience, executed well, cannot.The organisations winning today are designing and sustaining seamless journeys across marketing, digital channels, sales and service;creating experiences that truly build loyalty and differentiate the brand.

This discussion explores how leaders are breaking down organisational silos and creating customer experiences that become a true competitive advantage.

The Attribution Crisis: Measuring Marketing Impact in a Complex World

The traditional marketing measurement model we have all relied upon for so long is breaking down.

Customer journeys are longer, more fragmented and influenced by more channels than ever before, with many interactions not visible to us (think dark social).

As Marketing leaders, we must move beyond cookie cutter  attribution and scoring models to build new approaches that measure  impact, effectiveness and return on investment or revenue contribution

This discussion explores how organisations are redefining measurement and proving marketing's contribution to business growth.

When Brand and Performance Finally Meet

For years, brand building and performance marketing have operated in separate worlds.

The next generation of marketing leaders are bringing them together — combining creativity, customer insight and measurable outcomes to build stronger, more consistent growth engines. From curating transactions to establishing enduring experiences, measuring acquisition, retention and advocacy. 

This discussion explores how organisations are aligning brand, demand generation and customer experience around shared commercial goals.

Scaling Marketing Without Curtailing Creativity

Is your operating model protecting creativity, or quietly squeezing it out? As marketing organisations mature, complexity inevitably increases. More channels, more technology and more governance can create consistency, but can also slow innovation and limit creative thinking. 

This session explores how leaders are building operating models that combine the benefits of scale with the agility and creativity needed to stay competitive and unique.

The New Customer Intelligence Model

Customers are generating more signals than ever before; through behaviours, interactions, communities and digital experiences.

The challenge is turning those signals into meaningful understanding.

This discussion explores how organisations are evolving from traditional customer analytics and demand generation towards real-time intelligence that informs marketing, product and customer experience decisions.

The Trust Economy: Marketing in a World of Transparency

When did being convincing start mattering less than being credible? Consumers now expect brands to demonstrate authenticity, responsibility and transparency, not just claim it, and that's exactly where the pressure is building.

As AI-generated content, privacy concerns and changing expectations reshape customer relationships, trust has moved from being assumed to being something brands must actively prove.

This discussion explores how organisations are building credibility, protecting brand reputation and creating meaningful connections in a more sceptical marketplace.