4 key takeaways from Martech Conference in London

Susan Trast, Henri Syvänen & Scott Brinker Susan Trast, Henri Syvänen & Scott Brinker

When Scott Brinker invites you to be a speaker at his conference, you feel honored. But on the other hand, you know that there are going to be many great speakers. So what could be the unique marketing angle from a Nordic perspective?

Quite quickly, we realized that industrial marketing is something we are strong at. It’s also something that we’ve seen lacking elsewhere, so perhaps marketing technologist need to know a bit more on how to succeed in industrial marketing, especially in manufacturing. I was really fortunate to have Susan Trast, head of marketing communications at ABB Drives & Controls, sharing the stage with me. You can download our presentations here and here.

Overall, two days at the conference provided a good snapshot of the industry. You heard about technologies, transformation journeys and new marketing management models. And to save you from reading through a detailed referral, I shortlisted the 4 “bests”.

The best new technology: Mautic, open source marketing automation. This was an eye-opener – I’ve never thought of this approach before. Yet, it’s still a fairly new technology and probably focuses on SMB. But isn’t that how Drupal started years ago?

The best framework: McKinsey’s 4 D’s of personalization. I’m a framework addict, so seeing a good framework typically sends cold shivers down my spine. And makes me think why I didn’t come up with that. Anyway, you can see the framework below. For the sake of clarity and bad photo quality, the framework consists of data, decisioning, design and distribution layers (+ a feedback loop).




The best word: Agility. This was definitely an event around agility, not technology per se. And that’s a really good thing. We’ve heard enough about the technologies and their features, but the fact is that technologies change the way we work – for good. You should read Scott’s book to learn out more on agile marketing.

The best quote: Brian Harte, Head of Customer Engagement and e-marketing, Tourism Ireland. Here’s the quote (to the extent I remember it): “The only way to know whether a technology is good is to see people starting to use it in ways that it was not designed for.” This is really great – even when everybody talks about usability, those people who see value in a technology don’t care about usability – they hack it to their purposes!