Marketers unite to bridge the tech divide

Senior marketing and technology leaders from across the North East gathered in Sunderland for a MarTech North East panel event organised by Hagan Consultancy, focused on addressing how businesses can better approach marketing technology and digital innovation. 

The discussion explored the challenges facing the North East compared with larger cities such as London, including lower levels of investment, infrastructure and access to advanced tools.

Rather than viewing this as a disadvantage, panellists explored how the North East can take a more sustainable, people-first approach to MarTech, prioritising clarity of purpose over rapid adoption. 

Topics included understanding why technology is being introduced, avoiding over-engineered systems, and ensuring teams receive the right training and support when new platforms are rolled out.

The panel featured speakers from across the region’s marketing and digital ecosystem, including Michael Knowles of ROAR Digital Marketing, Michele Gettins from iamproperty, Samuel Marriott-Dowding of Marriott Communications, Nicola Halse of Riverside Marketing Solutions and Ian Ferguson of Ferguseo. 

Together, they highlighted the risks of over-reliance on individual systems and the importance of resilience in an increasingly automated landscape.

Caroline Hagan, founder of Hagan Consultancy, said: “The North East doesn’t need to replicate London’s tech stacks to compete. 

“What we need is confidence, clarity and a willingness to invest in people just as much as platforms. 

“That’s where sustainable growth actually comes from.”

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