💬 We were delighted to host our very first in-person Kato in Convo event yesterday!

This inaugural roundtable brought together marketing leaders across some key players in the commercial property sector, at Soho's iconic Groucho Club.

Whilst agents are often to be found wining and dining (alongside lots of hard work, of course), those leading the marketing functions and managing agency brands do not get as many chances to come together. It was fantastic to give everyone a forum to discuss successes, challenges, news and more.

💬 Some recurring themes emerged - here’s what’s top of mind:

→ Lead Generation

📊 Proving ROI remains a challenge, but it’s essential for justifying marketing budgets. Tracking lead volume isn’t enough - businesses need visibility into conversion rates and deal impact.

🔍 Data quality over quantity is key. A seamless inbound and outbound data flow empowers smarter marketing decisions.

🤖 AI is a double-edged sword - helpful in many areas, but also creating challenges (eg. ChatGPT-generated CVs in hiring).

→ The Market

💼 Marketing teams are stretched as product offerings diversify - managed space requires more ongoing effort than traditional leasing. Process automation is essential.

📣 Communicating leasing options clearly is tough, even within the industry. Marketing teams play a crucial role in educating occupiers to drive better-informed enquiries.

→ Data

📊 Data is still king, but accessing and actioning high-quality insights remains difficult. Many agencies are hiring data scientists, but delays in getting insights to marketing teams are slowing decision-making.

→ Systems & Processes

⚙️ Outdated systems hold businesses back. Change is hard, but necessary - securing budget often requires a strong ROI case and cross-departmental buy-in.

🤝 The most successful agencies are breaking down silos and embracing digital transformation. Change management is critical, and the next generation expects seamless workflows.

→ Events

🎤 Many are scaling back on events, focusing on attending rather than sponsoring or prioritising fewer, high-impact events.

📈 Better tracking, clear ownership, and defined goals are essential to proving event ROI.

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Some really valuable takeaways that will help us keep making Kato as valuable as possible for agency marketing teams. Thanks so much to all of our fantastic guests for joining us and sharing your experience and expertise! 💕

To get involved in a future Kato in Convo roundtable, drop us a message!