In my opinion, Marketing has never been about just running campaigns alone. It’s about crafting experiences. From my early days in hospitality to my work in the SaaS industry, I’ve seen how the real value of marketing lies in the emotional layer it adds to the client journey.

🌱 Hospitality Roots | Creating Experiences

Back in 2010s, I have held the role of Restaurant & Marketing Manager. I wasn’t just organising events; I was creating memorable journeys for people choosing to do business with us.
One of my main responsibilities was working with the city council, who regularly trusted us to host their institutional gatherings.

Each time, I approached it as more than just setting up tables or managing logistics. I focused on designing a full experience. The restaurant’s setting was idyllic, overlooking the lake, provided the perfect landscape, and I made sure every detail reflected the importance of the occasion. From preparing customised menus to ensuring the flow of the evening, I coordinated every step so the council and their guests felt not only welcomed but truly valued.

That attention to detail and emotional touch is what led them to come back again and again, trusting us to host their institutional events. For me, it was more than hospitality. It was about building a relationship of trust, where they knew their story was in good hands.

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💻 Tech Sales Journey | Know your Buyer Persona

Later in 2020s, in the tech world with Foundry and SurveyMonkey, I discovered that the principle was exactly the same, even if the setting was different. My outreach was never just about pitching a product — it was about starting a conversation that mattered.

Later at Surveymonkey many of the decision makers I spoke with were using our tool to support their campaigns. Launching surveys to test new product ideas, measure brand perception, or gather customer feedback before or after launches. The value was clear : by collecting direct insights, they could refine their messaging, understand their audience better, and make data-driven choices that boosted results.

These insights were only the first step. Once campaigns launched, success was measured through clear marketing KPIs: CPC (Cost Per Click) to track ad efficiency, CPM (Cost per 1,000 impressions) for reach, CPA (Cost Per Acquisition) to evaluate conversions, and ROAS (Return on Ad Spend) to ensure profitability. Speaking the language of these metrics not only built credibility with decision makers but also showed them I could connect strategic vision with measurable outcomes.

When reaching out to them, my role was to make sure that our product value was visible. It wasn’t about listing features, but about showing how the right tool, sent at the right time, could give them the clarity they needed to scale faster and make smarter business decisions.

Every call, every email was an opportunity to build trust. The key was not to overwhelm prospects with a wide range of SaaS solutions, but to connect with their real challenges offer narrow solutions and show how data could be transformed into a powerful storytelling asset.

Just like in hospitality, it was about creating a relationship where they felt truly understood and supported.

🎯 The Marketing Matrix in Action

Here, I thought useful to integrate the Marketing Matrix (4Ps, extended to 7Ps) as a framework to show some methods to turn strategy into action:

• 📦 Product – From hospitality events to SaaS solutions, the product must reflect the client’s expectations and aspirations.

• 💰 Price – Whether setting event packages or positioning enterprise software, pricing is about perceived value.

• 🌐 Place – Hospitality taught me to welcome clients in person, while SaaS sales taught me to reach them across different markets and through digital channels.

• 📣 Promotion – From outbound calls to event campaigns, promotion is never pushing; it’s about making value visible and relevant to the right persons. Also in digital campaigns, promotion is also where performance is quantified. Metrics like CPA, CPC, CPM, and ROAS act as a compass, ensuring that creative messaging is not only visible but also efficient and profitable.

“To complete the marketing mix, I rely on three additional pillars — People, Process, and Physical Evidence — ensuring that relationships, consistency, and proof of quality are always part of the journey.”

🤝Emotional Value – The Core of My Approach

Whether in hospitality or tech, my conviction remains the same:

Finally, Marketing succeeds when it adds emotional value to the client journey. It transforms a transaction into trust, a cold call into a relationship, and a product into a story worth sharing and, ultimately, a customer into an advocate. It’s where data meets empathy, turning insights into meaningful connections that last.