MadTech 2025 brought together nearly 500 participants to explore the future of marketing where technology, data, and creativity converge. A day full of AI, innovation, and inspiration.

CRM needs to consider the whole funnel—not just conversion. Full Funnel Marketing allows CRM to work on awareness, consideration, and conversion for both new and existing customers. Through behavioral data, the right CTAs, and KPIs, communication becomes relevant, data-driven, and promotes long-term growth.

Triggered communication replaces calendar campaigns with real-time dialogues based on customer behavior and events. The result is more relevant, effective, and personalized communication happening at the right moment—driven by the customer's needs, not the company's schedule.

Choosing the right CDP is not about technology – it's about business value. A successful implementation needs the right strategy, data model, architecture, cross-functional collaboration, and clear use cases. Then, the CDP becomes the engine for a personalized, real-time customer journey.