In this session, Emanuela Mafteiu shares how to build a resilient demand generation function in a world where budgets are tight and expectations keep rising.

She will explain how data should guide every decision, how to match the right channel to the right KPI, and why “spray and pray” no longer works. The focus is on real conversions, not vanity metrics, using a simple test-measure-refine approach.

Emanuela will also cover dynamic budgeting, persona-led messaging, and aligning campaigns to commercial priorities, ensuring every pound drives measurable growth.