In this week's episode we covered a somewhat misunderstood and sometimes overlooked area of MarTech. We covered "Brand's role in MarTech". This week's guest is a seasoned brand and story telling professional with over 15 years building transformative brand narratives and driving growth for businesses across Africa and the United States and is the former VP of Brand and Product Marketing at Cellulant, a Pan-African FinTech Company. Divine Muragijimana, Founder of Savoir Faire - a global marketing and branding consulting firm, started off by driving home the importance of branding in martech, emphasizing that a brand is the heartbeat of a business, encompassing purpose, mission, vision, values, and culture. We then tackled the issue on why investing in brand is sometimes given a back seat, the importance of localisation of storytelling gleaning from her vast experience building a fintech brand that spanned several countries, what trust as a key element in brand building looks like and the future of storytelling for differentiation.

In this episode of "MarTech Unravelled, my guest Odd Morten Sørensen tackles the age-old question "What is MarTech?" Odd is a Marketing Operations professional with 20 years of strategic and operational experience specializing in Marketing Technology, Automation and Operations. After several years on the customer side he has now gone back to consulting through his new agency PlayMOps. We tackled this topic from various angles including misconceptions that leaders have around MarTech, skill sets necessary to thrive, the technology ownership conundrum, marketing operations and key trends to take note of.

In this week's episode, Rutger Katz, Founder of Neon Triforce a boutique consultancy in the Netherlands, discussed the application of the Lean methodology in marketing. He begins by highlighting the three core components of this methodology: Purpose, Process, and People. Purpose involves building the right products and experiences, Process focuses on efficiency and eliminating waste, and People emphasizes team empowerment and realistic KPIs.

Rasmus Houlind, Keynote Speaker and Author of Hello $FirstName - Profiting from Personalisation & Chief Experience Officer at Agillic (An Omnichannel Marketing Automation Platform based in Denmark), discusses the complexities of personalization in marketing. He defines personalization as matching content with customer insights. Tune in to hear more!