This document provides an overview of a live webinar on how insurers manage marketing technology (MarTech) in an ever-changing environment. The webinar features presentations from marketing leaders at Manulife, HSBC Asset Management, and AIA Group on their MarTech strategies. It also includes a panel discussion on topics like the role of the CMO in financial services, using customer data platforms, building scalable MarTech architectures, and leveraging MarTech to measure sustainability goals. The webinar is intended to help accelerate the digital transformation of the insurance industry through discussion of MarTech challenges and opportunities.

1. Live & Interactive Webinar
Capability First:
How insurers juggle MarTech in
an ever-changing environment

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Disclaimer
Presentations are intended for educational purposes only and do not replace independent
professional judgment. Statements of facts and opinions expressed are those of the
participants individually and, unless expressly stated otherwise, are neither the opinion nor
position of The Digital Insurer. The Digital Insurer do not endorse or approve, and assume
no responsibility for, the content, accuracy or completeness of the information presented.
Working together to accelerate the digital transformation of insurance

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Welcome
Hugh Terry
Founder
The Digital Insurer
Working together to accelerate the digital transformation of insurance

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Today’s Presenters & Panelists
Working together to accelerate the digital transformation of insurance
Mark Czajkowski
Chief Marketing Officer,
Manulife Singapore
Joanna Kalenska-Guiridlian
Global Head of Marketing and
Client Experience,
HSBC Asset Management
Prashant Agarwal
Head, Digital and Customer
Ecosystems Marketing,
AIA Group
Moderator:
Panelists:
Gavin Gollogley
Managing Director,
Mindswide

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Today’s Agenda
75
Minutes
Welcome
Opening Remarks
Short presentations:
• Joanna Kalenska-Guiridlian
• Prashant Agarwal
• Mark Czajkowski
Panel discussion
Close
Working together to accelerate the digital transformation of insurance

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Housekeeping
How to participate
If you have a question please type into the Q&A area
If you have a comment please type into the chat area
Polls
Please respond to the poll questions throughout the webinar
Your experience
You can select slides only, slides + speaker, speaker only
We will post links to booths and other info in the chat area
Post-event
We will send in a few days a link with recordings of the event including links to slides
Working together to accelerate the digital transformation of insurance

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Gavin Gollogley
Managing Director,
Mindswide
Gavin Gollogley
Working together to accelerate the digital transformation of insurance

8. Capability First: How insurers juggle
MarTech in an ever-changing
environment

9. MARTECH SUPPORTING MARKETING TRANSFORMATION,
ACCELERATE AND SCALE…
https://www.mediacurrent.com/blog/martech-and-data-centralization
• End-to-end engagement
• Lead generation,
increased conversions
• Customer insights
• Digital channel
effectiveness
• Program effectiveness
• Much more…
Marketing Technology (MarTech) refers to the set of digital tools marketers use to plan, execute, measure, and
optimize ‘marketing’ activities
When deployed correctly, they power key business and
marketing programs designed to drive outcomes, such as:

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A DECADE LONG EXPLOSION OF MARTECH
• Wild-and-crazy 11-year progression and explosion of
what the MarTech landscape looks like
• With the continuous release of new and emerging tools,
the marketing technology landscape is rapidly evolving,
with hundreds of different software technologies
crowding an ever-increasing number of categories.
• Challenging to stay aware and knowledgeable on all
Marketing Technology Landscape 2022: search 9,932 solutions on martechmap.com - Chief Marketing Technologist (chiefmartec.com)

11. EATING (UNDERSTANDING) THE ELEPHANT…
MarTech solutions focus on Advertising & Promotions, Content & Experience, Social & Relationships, Commerce
& Sales, Data and Management.
ADVERTISING &
PROMOTION
CONTENT &
EXPERIENCE
SOCIAL &
RELATIONSHIPS
COMMERCE &
SALES
DATA MANAGEMENT
Alternatives..

12. THE CHANGING ROLE OF…
Quantum Marketing– Raja Rajamannar (https://www.amazon.com/Quantum-Marketing-Mastering-Tomorrows-Consumers/dp/1400223954)
https://www.gartner.com/en/webinars/4005932/the-gartner-cmo-leadership-vision-for-2022-3-key-trends
PRODUCT MARKETING
EMOTIONAL MARKETING
DATA DRIVEN MARKETING
DIGITAL & SOCIAL MARKETING
QUANTUM MARKETING
MARKETING MARKETER
Understand the changing paradigm and acknowledges the
wider implications to a business - strategy, people, process
and governance
Changing Paradigm

13. FOLLOW THE MONEY
https://emtemp.gcom.cloud/ngw/globalassets/en/marketing/documents/marketing_budgets_2022research.pdf
Marketing Budgets Climbed From 6.4% of
Company Revenue in 2021 to 9.5% in
2022, but Still Lag Behind Pre-pandemic
Spending
Marketing’s Resource Mix Largely Unchanged Year
Over Year

14. PLANNED MARTECH INVESTMENT (INSURANCE)
• Insurance CMOs called out
their specific areas of spend in
regard to marketing
technologies
• Success seems to start with a
strong focus on data
https://marketing.acxiom.com/rs/982-LRE-196/images/eBook-Marketing-Transformation-for-Insurance.pdf

15. WINNING COMBINATION: TECHNOLOGY + CREATIVITY + + …

16. THEMES FOR TODAY
THE DISRUPTION OF THE CMO ROLE IN FINANCIAL SERVICES
CDP (CUSTOMER DATA PLATFORMS) AND THEIR IMPORTANCE IN A DEEPER UNDERSTANDING
OF THE CUSTOMER LIFE CYCLE
BUILDING A SCALABLE MARTECH ARCHITECTURE TO MATCH OPPORTUNITIES
ADVISOR AS CMO – HOW MARTECH CAN ENABLE YOUR SALES FORCE
LEVERAGING MARTECH TO SUPPORT AND MEASURE ENVIRONMENTAL
SUSTAINABILITY
SURVIVING THE DEPRECATION OF 3RD PARTY COOKIES AND INCREASED
FOCUS ON CUSTOMER DATA PRIVACY
OVERCOMING THE CHALLENGES OF MARTECH UTILISATION
OPPORTUNITIES WITH GENERATIVE AI

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Gavin Gollogley
Managing Director,
Mindswide
Gavin Gollogley
Working together to accelerate the digital transformation of insurance

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Joanna Kalenska-Guiridlian
Working together to accelerate the digital transformation of insurance
Joanna Kalenska-Guiridlian
Global Head of Marketing and
Client Experience,
HSBC Asset Management

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Joanna Kalenska-Guiridlian
Working together to accelerate the digital transformation of insurance
Joanna Kalenska-Guiridlian
Global Head of Marketing and
Client Experience,
HSBC Asset Management

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Prashant Agarwal
Head, Digital and Customer
Ecosystems Marketing,
AIA Group
Prashant Agarwal
Working together to accelerate the digital transformation of insurance

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Prashant Agarwal
Head, Digital and Customer
Ecosystems Marketing,
AIA Group
Prashant Agarwal
Working together to accelerate the digital transformation of insurance

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Mark Czajkowski
Chief Marketing Officer,
Manulife Singapore
Mark Czajkowski
Working together to accelerate the digital transformation of insurance

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Mark Czajkowski
Chief Marketing Officer,
Manulife Singapore
Mark Czajkowski
Working together to accelerate the digital transformation of insurance

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Today’s Presenters & Panelists
Working together to accelerate the digital transformation of insurance
Mark Czajkowski
Chief Marketing Officer,
Manulife Singapore
Joanna Kalenska-Guiridlian
Global Head of Marketing and
Client Experience,
HSBC Asset Management
Prashant Agarwal
Head, Digital and Customer
Ecosystems Marketing,
AIA Group
Moderator:
Panelists:
Gavin Gollogley
Managing Director,
Mindswide

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Poll 1
Question
What are your key drivers for investment in MarTech?
Options:
1. Customer acquisition and retention
2. A strong data framework that ensures a high degree of accuracy
3. Platforms that can deliver seamless and relevant customer experiences across channels and devices
4. Tools to measure ROI on all efforts
5. Content management and amplification
Working together to accelerate the digital transformation of insurance

41. THEMES FOR TODAY
THE DISRUPTION OF THE CMO ROLE IN FINANCIAL SERVICES
CDP (CUSTOMER DATA PLATFORMS) AND THEIR IMPORTANCE IN A DEEPER UNDERSTANDING
OF THE CUSTOMER LIFE CYCLE
BUILDING A SCALABLE MARTECH ARCHITECTURE TO MATCH OPPORTUNITIES
ADVISOR AS CMO – HOW MARTECH CAN ENABLE YOUR SALES FORCE
LEVERAGING MARTECH TO SUPPORT AND MEASURE ENVIRONMENTAL
SUSTAINABILITY
SURVIVING THE DEPRECATION OF 3RD PARTY COOKIES AND INCREASED
FOCUS ON CUSTOMER DATA PRIVACY
OVERCOMING THE CHALLENGES OF MARTECH UTILISATION
OPPORTUNITIES WITH GENERATIVE AI

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Poll 2
Question
What is the key obstacle to successful MarTech implementations?
Options:
1. Typical Marketing pain points (coordinating silos, understanding the tech, etc.)
2. Too many competing and overlapping tools to choose from
3. Potential roadblocks to successfully unifying data (ownership, quality, privacy, etc.)
4. Complexities in integrating the technologies
5. Investment drivers and expectations are more to larger transformation strategies
Working together to accelerate the digital transformation of insurance

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Today’s Presenters & Panelists
Working together to accelerate the digital transformation of insurance
Mark Czajkowski
Chief Marketing Officer,
Manulife Singapore
Joanna Kalenska-Guiridlian
Global Head of Marketing and
Client Experience,
HSBC Asset Management
Prashant Agarwal
Head, Digital and Customer
Ecosystems Marketing,
AIA Group
Moderator:
Panelists:
Gavin Gollogley
Managing Director,
Mindswide

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Feedback please!
Feedback on Today’s Event, Four Ways...
▪ Use the link in the chat now
▪ At the end of today’s event using survey prompt
▪ When you receive the recording link email
▪ Directly to TDI or any of the speakers
Working together to accelerate the digital transformation of insurance

45. Live & Interactive Webinar
Capability First:
How insurers juggle MarTech in
an ever-changing environment
Thanks for your time today!
(feedback please)