TA Convenes Software Marketing Leaders for EMEA Demand Generation Forum
TA Associates (“TA”), a leading global private equity firm, recently hosted an insightful Demand Generation Forum in London, bringing together marketing leaders from 15 of our European software portfolio companies. This unique event provided a platform for more than 30 CMOs and senior marketing leaders across TA’s portfolio to exchange GTM playbooks, tackle today’s evolving B2B marketing challenges and explore the latest demand generation and brand-building strategies.
With a packed agenda featuring expert-led discussions, interactive sessions and data-driven insights, attendees walked away with actionable strategies to optimize marketing spend, strengthen Ideal Customer Profile (ICP) alignment, build brand authenticity, and drive full-funnel marketing effectiveness.
Highlights from the day included:
- Elie du Pré de Saint Maur, CEO of Tomcat, shared best practices for building a dynamic ICP model that evolves alongside the product and market.
- Damien Bennett, Chief Strategy Officer of Incubeta, explored the importance of building a unique and recognizable brand identity, and unveiled tips for optimizing top-of-funnel and bottom-of-funnel marketing spend.
- Sam Pattison, Enterprise Sales Leader at LinkedIn, discussed how authentic employee voices can build brand trust and awareness, and shared insights on leveraging live streams to amplify engagement.
- Melanie Riebel, CMO of Chaos discussed strategies for achieving full marketing potential by harnessing the power of "always on” campaigns.
- Stuart Dale and James Ford, Co-Founders of OrbitalX, shared learnings on how to constantly grow and engage ICP audiences with the right type of original, high-value content.
- Edouard Petit, CEO and Co-Founder of Magma, highlighted how customer advocacy and third-party credibility can help SaaS companies accelerate trust-building and drive demand.
- Romain Doutriaux, Head of Marketing at Sifflet, provided real-world examples of content-driven demand generation.
This event was part of an ongoing series of cross-portfolio forums facilitated by TA’s Strategic Resource Group to help portfolio companies scale and stay ahead of industry trends. The series further demonstrates TA’s commitment to fostering collaborative learning environments that fuel innovation, entrepreneurship and knowledge-sharing across its global network.
About TA
TA is a leading global private equity firm focused on scaling growth in profitable companies. Since 1968, TA has invested in more than 560 companies across its five target industries – technology, healthcare, financial services, consumer and businesses services. Leveraging its deep industry expertise and strategic resources, TA collaborates with management teams worldwide to help high-quality companies deliver lasting value. The firm has raised $65 billion in capital to date and has more than 150 investment professionals across offices in Boston, Menlo Park, Austin, London, Mumbai and Hong Kong.