Dedicated to Marketing Automation!

Marketing Automation is on everyone's lips and is now implemented across a wide range of industies in large and small companies. Hugh resourses are being invested in creating digital customer journeys and finding the optimal channel mix. What will be the next step for Marketing Automation and what experiences will we take with us from the past year?

Join us for free and get an excellent opportunity to take part in the latest in Marketing Automation. We can promise inspiration, new perspectives and rewarding input from speakers who all possess unique cutting-edge expertise and have educational experiences to share.

The Marketing Automation Day is primarily aimed at professionals working as MA manager, CRM Manager, CMO, Business Developer, Digital Marketer, MA Consultant, CX Manager or similar.


   You get an update on the latest in Marketing Automation.
   Inspiration, company cases and concrete tips from nordic & international experts and companies at the forefront.
   Access to the speakers' presentations and other relevant material afterwards.

  •  "Great agenda and competent speakers"

  • "Great speakers, relevant topics and actionable advise."



Matthias Evelönn

Head of CRM - Global automated journeys @ Klarna

Matthias Evelönn has more than 10 years experience from CRM within big brands such as Klarna, Telia and ICA. Matthias started his CRM career at ICA where he was part of building ICAs CRM Personalised offer - “Mina varor”, “Mina nyheter”, “Prova igen”. Matthias then went over to Telia and led the CRM analytics department and was responsible for their fully automated and data driven NBA engine. Last two years Matthias has been at Klarna and been a big part of building the CRM organisation and the processes. Matthias is also a member of the board for Swedma.

MariAnne Ygberg

Head of Customer Value Communication @ Swedbank

MariAnne has throughout her carrier focused on CRM, with a passion for meeting customer needs and driving business value as well as building the capabilities needed to succeed; customer insight, marketing and analytical competences, technology development, process efficiency, business acumen and team collaboration. She has a background as a management consultant but during the last 8 years has been responsible for leading CRM teams across different companies and industries. At Swedbank she heads the Customer Value Communication team and is driving the marketing automation and customer centricity journey; going from postal manual marketing campaigns to an agile data driven omnichannel Next Best Action operation.

Jesper Åkesson

Senior Consultant och Client Service Director @ One Marketing

Jesper is a Senior Consultant and Client Service Director at ONE Marketing in Copenhagen. He started his career with hands-on implementation and maintenance of different market leading Marketing Automation systems. He has since built up his competences and is now a trusted advisor and sparring partner for his clients in both Sweden and Denmark. Jesper primary focus today is to help companies decide, implement and anchor different Marketing Automation systems with the primary focus on way-of-working and how to use advance AI + ML driven personalization.

Zach Hemmant-Low

Regional VP of Sales @ SAP Emarsys

As a digital marketing professional and an expert on digital marketing technology, Zach has over 8 years experience working with leading eCommerce and Retail brands across the SAAS sector and experience working for NASDAQ listed companies as well as industry start-ups.
Zach makes sure that industry leaders find the right technological solution that supports the objectives of a marketing function as well as overall business goals.

Hava Billen

Product Enablement- Classroom Trainer @ Selligent Marketing Cloud

Hava Billen is a Selligent Marketing Cloud classroom trainer, educating companies how to use our intelligent marketing automation platform to better engage with their customers. She has spent the last 10 years travelling the world, working in multi-lingual, multi-cultural teams. This has allowed her to learn a lot about adapting to changes and intercultural diversity from a work and social perspective. Like many millennials, Hava cares about the environment and likes to contribute by choosing a vegetarian and vegan lifestyle 90% of her time. She also occasionally engages in social causes such as protection of children with vulnerable backgrounds, especially in her home country of Bulgaria.

Ed Hennessy

Client Ambassador @ PEGA

Ed has worked in loyalty marketing and data driven marketing technology across financial services, retail, gaming and retail for twenty years in Europe and Asia Pacific. At Pegasystems, Ed works as an Ambassador for 1:1 Customer Engagement.

Joakim Hällgren

Head of Consumer Lifecycle Management @ Klarna Bank

Joakim Hällgren is responsible for Klarnas Consumer Lifecycle and the teams working with automated communication. He is also globally responsible for the CRM competence at Klarna.
Joakim has extensive experience in developing data-driven customer communication and implementing systems to support a customer-centric business approach. He has worked with many of the major Swedish and Nordic loyalty cards / customer databases in various industries.

Andreas Markewärn

Digital Strategist and Changemaker @ DigJourney

Andreas has 20+ years of experience coaching businesses of all sizes to succeed in their digital transformation. With an emotional, human-centered approach combined with the best-suited technology, Andreas focuses on building experiences and services that people love and embrace in their everyday lives. Andreas work as a digital strategist and advisor at DigJourney.

Lasse Foltmar

Partner Manager Nordics @ Selligent Marketing Cloud

Lasse is the Partner Manager for the Nordics at Selligent Marketing Cloud, the advanced marketing automation platform for B2C marketers. With more than 15 years’ experience in consumer data and business information, he builds strong partnerships with consulting and technical agencies to help brands make marketing more personal.

Martin Stenke

Lead Strategist @ inFunnel

Martin Stenke has more than 10 years experience from Marketing Automation. His focus lays on automation, optimization and conversion in digital channels. Martin has worked with online business development throughout his career and today focuses on increasing the number of leads and business in digital channels. Martin is a founder and partner of the consulting company Infunnel.

Mats Gustafsson

Founder & CEO @ Wednesday Relations

Mats founded Wednesday Relations 2002 and have extended experience in marketing, sales, digital business and CRM. Mats has worked in line-positions within marketing and sales in Sweden and worldwide. Together with Wednesday Relations, Mats has created a lot of conferences and seminars, and is also a very popular and well-experienced moderator.

*Subject to change




Welcome to Marketing Automation Day


Mats Gustafsson

Founder @ Wednesday Relations


The Customer Journey - How to avoid it becoming a desktop product

Many have either completed, or plan to do a customer journey mapping as a basis for their Marketing Automation and CRM processes. B2B or B2C. That´s great. But the risk is high that you create a nice drawing, which is not translated into real dialogues with leads and customers.

In this presentation, you will get 5 tips that takes the customer journey from your desk into reality

  • Set the definitions - MQL, SQL, FNL
  • Structure content - in Excel (What?)
  • Data-driven automation - stop guessing ;)
  • Find the correct KPIs - that can be measured!
  • Increase speed - Set a launch date for your dialogues

Martin Stenke

Lead Strategist @ Infunnel


Case: How Klarna developed a smooother customer experience with their CRM and MA

Klarna is one of Sweden's most hyped companies at the moment. Active in over 20 markets and has CRM specialists in over 15 teams all across the company, in three different continents. This leads to challenges for how Klarna can maintain a best practice CRM while not losing local roots.

Today we will hear about how Klarna is working with CRM and Marketing automation. How we can scale and grow at a fast pace.

We will talk about:

  • Where we are today and where we want to go with our CRM
  • Pros- and cons of our operating model
  • How we work with scalability and best practices?

Speaker: Matthias Evelönn & Joakim Hällgren

Head of CRM - Global automated journeys @ Klarna & Head of Consumer Lifecycle Management på Klarna Bank


Become a Certified Marketing Automation Specialist

  • Marketing Automation trends for 2022
  • Who should become a Certfied MA Specialist?
  • Included int he packed four days of training
  • The value of becoming Certified.

Jesper Åkesson & Mats Gustafsson

Senior Consultant och Client Service Director @ One Marketing & Founder @ Wednesday Relations


Short break

We take a short break and refill our energy level. ☕️


Your Customer Data – A key to deliver hyper personalized, diverse & inclusive customer experiences.

The hyper-personalization concept provides an opportunity for marketers to deliver real-time, anywhere-anytime content and customer experience at an individual level. Yet many brands do not harness the full power of customer data & the insights it provides. 54% of consumers* do not feel culturally represented in online advertising. 71% of consumers expect brands to promote diversity and inclusion in their online advertising. Join this session with Selligent where you will see how a marketing automation platform can assist you tailoring individual digital experiences that match your customer lifestyles, behaviors, habits and unlock customer love. See how Sulligent Marketing Cloud’s Smart Audiences, Smart Content, Dynamic omni-channel personalization has assisted in building unique customer relations.

* Research by the Geena Davis Institute on Gender in Media.

Lasse Foltmar & Hava Billen

Partner Manager Nordics @ Selligent Marketing Cloud & Product Enablement- Classroom Trainer


Case: Data-Driven Marketing – The only way to reach Top Notch CX and Customer Engagement

Gaining the attention of consumers is getting harder every year. Message need to be contextually relevant and predict exactly what people need. Get this wrong and you’re educating your customers to ignore you.

  • Create compelling reasons to engage customers.
  • The creative process to generate ideas
  • Selling/ Branding / Service Cost Reduction
  • How to connect data driven insights with content.
  • The organisation needed
  • The financial return (ROI)

Ed Hennesy & MariAnne Ygberg

Client Ambassador @ PEGA & Head of Customer Value Communication @ Swedbank


Short break

We take a short break and refill our energy level. ☕️


Scaling Marketing Automation and Personalisation to drive Lifetime Value

  • Our definition of customer lifetime value
  • The difficulties marketers face
  • Scaling automations for complex customer journeys
  • High personalisation across multiple channels

Zach Hemmant-Low

Regional VP of Sales @ SAP Emarsys


AI meets Customer Experience – How can AI help you get happy and loyal customers?

We are now entering the next phase of customer experiences using the capabilities of AI. But how can you manage a bottomless pool of data into actionable insights and fulfill those expectations with better control? AI is here to help you.
In this presentation, you will get examples of how AI can innovate your Customer experience

  • Overview of AI capabilities
  • How to get deeper insights from your data
  • How to increase internal productivity
  • How to build smart recommendations
  • How to drive faster and more personalized customer service

Andreas Markewärn

Digital Strategist and Changemaker @ DigJourney


Summarize and ending words

Mats Gustafsson

Founder & CEO @ Wednesday Relations