Build It, Buy It, or Already Got It? Make Smarter Martech Decisions

When was the last time you took a proper look at your marketing tech stack? Right now, many B2B organisations are facing tighter budgets, fragmented systems, and pressure to “do more with less.” From marketing ops teams to CMOs, everyone is being asked: Can we build it in-house? Should we buy it? Or are we already sitting on tech we’re not using? This virtual Marketo User Group brings together marketing operations pros and senior marketing leaders across EMEA to explore the real-world decisions teams are making when consolidating and evolving their MarTech stacks. This isn’t theory — it’s peer-led, platform-specific, and practical. Whether you’re grappling with the ROI of Marketo add-ons, assessing AI use cases, managing post-acquisition tech audits, or debating the value of outsourcing versus building internal capability — this session gives you tangible insight you can act on now. Who should attend: Marketing Operations Managers and Directors Marketing Automation Specialists Heads of Marketing, CMOs, and Digital Leads in B2B Anyone involved in tech stack evaluation, vendor management, or platform strategy Why attend: Discover how others across EMEA are navigating martech consolidation Learn what’s new (and quietly powerful) in Marketo that you might already own Gain clarity on whether to build, buy, or ditch technologies in your stack See how peers are implementing AI, handling platform overlap, and avoiding “shiny object” syndrome Ask your questions live to an expert panel covering tech, people, process, and analytics What you’ll take away: A framework for auditing your tech stack — what to keep, cut, or explore Use cases for Marketo-native AI and advanced features that deliver quick wins Peer case studies on tool adoption, budget trade-offs, and cross-functional buy-in Practical steps for managing change, from internal upskilling to outsourcing If you’re tasked with scaling campaigns, proving value, and making smart MarTech bets — this session is for you.