We had the 30th edition of our Martech Global Summit in Colombo in late July. The previous one I had attended was the one in Baku, and returning to the MGS format after that gap reminded me why these events hold such a special place in our industry calendar.
A backgrounder on MGS: “The format of MGS is truly innovative in the world of B2B events. It requires a delicate balance to pull off a good event with the right mix of content and experience, and I’m consistently impressed by how well the Netcore team manages this. What I appreciate most is the ability to connect with people in a way that’s simply not possible over a formal business meeting. Whether it’s during a thought-provoking session, while exploring a new city, or over a shared meal, the conversations at MGS have a depth and authenticity that I rarely find elsewhere.”
This edition introduced something new that proved remarkably valuable: structured 1:1 conversations with participants. I borrowed this idea from other events I’d attended like eTail and Shoptalk, recognising the untapped potential in deeper, focused dialogue. These 20-30 minute sessions enabled me to understand specific challenges participants were facing and propose tailored solutions. They went far beyond the brief exchanges that typically happen over meals or while sightseeing – creating space for genuine problem-solving and strategic thinking.
One of my most significant learnings from these conversations was the realisation that every industry has what I’ve started thinking of as “The One Number” – a critical metric that drives business growth and becomes the North Star for strategic decisions. In eCommerce, it’s the percentage of customers making a second purchase – that crucial indicator of whether you’re building loyalty or just processing transactions. In Life Insurance, it’s the Persistence rate – the percentage of customers who continue paying premiums after the initial years, separating sustainable business from churn-heavy acquisition. For NBFCs and AMCs, it’s the cross-sell index, directly impacting wallet share percentage and customer lifetime value. Understanding these industry-specific vital signs proved invaluable for crafting relevant solutions.
My presentation focused on “Neo+Agentic Marketing” – 68 slides compressed into 35 minutes, followed by an engaging Q&A session. The core message distilled into a single sentence: “Neo+Agentic Marketing can help you stop paying the 20-30% Revenue Tax to Google, Meta, and marketplaces to reacquire the customers you already had.” This concept resonated strongly with the audience, particularly as businesses grapple with rising customer acquisition costs and platform dependency.
What I genuinely appreciate about MGS events is how they provide authentic opportunities for customer conversations that help me continuously adapt and refine my narrative. This time, the focus naturally gravitated toward AI and intelligent agents, and the profound disruption that’s reshaping every industry and business model. Our theme, “Agents of Change,” captured both the technological transformation and the human element driving it forward.
The location played a crucial role in the event’s success. ITC Ratnadip offered spectacular views of the Indian Ocean through the tall windows of our second-floor conference room. The physical environment made a remarkable difference – natural light streaming in throughout the day and into the evening created an atmosphere that was infinitely brighter and more energising than being enclosed in a windowless conference room. There’s something about that connection to the outside world, the interplay of light and ocean views, that seemed to elevate both the quality of presentations and the depth of conversations.
These details matter more than we often acknowledge in creating environments where meaningful business relationships can flourish.
I attended MGS, it is really impressive and great learnings with lot of fun