Martech events: which ones are worth the trip

Martech stacks, empires and vague rituals

Dune Emperor's ship landing on Arakis, scene from Dune 2 by Denis Villeneuve

What Martech World Forum 2026 said about stacks that forget what they were for, and why the warehouse might be the next empire.

On the flight home from Martech World Forum in London, I did what any sci-fi fan waiting for Denis Villeneuve's final Dune film would do. I read Dune Messiah. As if my head didn't have enough to process after two days of Martech talks. 😉

Dune Messiah quote about Empires by Princess Irulan

Call it kismet, but Princess Irulan wrote this:

"Empires do not suffer emptiness of purpose at the time of their creation. It is when they have become established that aims are lost and replaced by vague ritual."

Replace "Empires" with "Martech stacks" and read it again.

Is my passion for sci-fi now

European Martech events compared: which one is actually for you?

I went to MeasureCamp, The MarTech Summit, Martech World Forum and AntiCon. Here is how they differ, and who each one is genuinely for.

In the last fifteen months, I have been to four European martech events: MeasureCamp Amsterdam, The MarTech Summit Amsterdam, Martech World Forum in London, and AntiCon in London.

Four in fifteen months felt respectable until I held it up against people who do this for real. It does not come within sight of the tally Steen Rasmussen racks up, or the North American tour Juan Mendoza just put himself through, and I know both of them well enough to say that to their faces.

Juan looks like he finished a Martech marathon (Source: LinkedIn)

People tend to lump these events

Plotting my course to AntiCon

At AntiCon 2026 in London, three questions I want answered: trust-ladder criteria, real organizational redesign vs. relabelled roles, and the possible next-era framing.

AntiCon lands in London on May 21 and I'm registered for the full main-stage track on day one. Looking at what I've signed up for, the route through the day is revealing... in hindsight. Behavioral science as the human advantage, and as a former data analyst, I am looking forward to this one. The three levers of marketing transformation. Redesigning the marketing organization for an AI era. Architecting the agentic operating model. Co-pilot or autopilot. Are you prepared for the next Martech eras. Conviction at scale.

A bunch of different titles, with vastly different speakers, but

Posts tagged with Martech events