Top 6 takeaways

Want to make marketing theory a reality?

01 Think holistically for long-term growth

Marketing isn’t a series of one-off campaigns. It’s a continuous, customer-focused strategy that integrates every touchpoint

02 Personalization must be powered by zero-party data

Brands must earn customer insights through a clear value exchange, offering exclusive content, tailored perks, or rewards in exchange for data. By leveraging zero-party data and AI, brands can create trust-driven, highly relevant experiences that deepen engagement and loyalty

03 Owned channels matter more than ever

With third-party data on the decline, investing in email, SMS, and other direct channels ensures stronger engagement and ROI

04 Measure what truly matters

Move beyond traditional KPIs and assess success holistically, focusing on the entire customer journey rather than isolated metrics

05 Data and creativity must work together

Insights should inspire, not just inform. The best marketing blends technical precision with human connection to create meaningful customer experiences.

06 Make your marketing theory a reality with a cross-channel platform

Backed by a proactive, flexible team and transparent pricing.

Introducing Marigold

Marigold is a leading cross-channel marketing platform, with solutions for email, SMS, loyalty, and personalization, helping brands transform their relationships with customers.

As the trusted partner behind the world’s most recognized brands, including Air New Zealand, Chipotle, Hiscox, KFC, Kraft Heinz, The Atlantic, and more - Marigold delivers relevant brand experiences that cut through the noise and drive real impact.

Marigold was born through a merger of industry-leading marketing platforms Cheetah Digital, Sailthru, Selligent, Liveclicker, Emma, and Campaign Monitor, and powers billions of customer interactions annually.

Selligent by Marigold empowers marketing teams with European-based technology and local expertise to deliver relevant brand experiences that grow with your business. Our configurable, cross-channel platform is backed by expert partners and in-house teams across the UK and continental Europe, spanning tech, support, and client success. Together, we help you navigate market challenges and EU data requirements with deep, built-in knowledge of local regulations and industry best practices.

To learn more about Selligent, speak with our team today.