By JOSÉ ÁNGEL DE LA PAZ | EGADE BUSINESS SCHOOL
How can marketers stay relevant when tools change every quarter and consumers expect everything at their fingertips? With this question in mind, the latest edition of the “CMO Insights: Trends Shaping the Future of Marketing” panel was held on August 7 in Monterrey. The event, presented by the Master in Marketing program at EGADE Business School of Tecnológico de Monterrey, aims to connect its community with leading voices in the industry.
This session featured Mariana Pérez Maldonado, Marketing and Media Director at Hey Banco; Sergio Roel, Marketing Director at Sultanes de Monterrey; and Rodolfo Tijerina, CEO of RT Inc. The discussion was moderated by Juan Carlos Bustamante, National Director of the Master in Marketing at EGADE Business School.
From diverse sectors—digital banking, sports, and consulting—the panelists agreed that the constant evolution of marketing demands operational flexibility, strategic mastery of data, and an authentic connection with people.
They also stressed that hyperpersonalization is no longer a trend but an essential capability for brands to remain relevant, and that data lies at the heart of this strategy.
Pérez Maldonado shared how, in a native digital bank like Hey Banco, transactional and behavioral data make it possible to design promotions and experiences that truly connect with each client.
“When things make sense and feel organic, they have a lasting impact,” she noted, explaining how brands should align every collaboration and experience with their purpose and personality.
For Roel, sports marketing demonstrates the potential of this approach: segmentation and data analysis have multiplied game attendance and enabled a shift from generic campaigns to unique experiences that strengthen fan loyalty.
“The most expensive ticket is the one that doesn’t sell. Today, what we sell is not just baseball, it’s belonging,” he said.
Similarly, Tijerina emphasized that, while tools may change, the essence remains creating value propositions and memorable experiences that give meaning to the brand relationship:
“Methodologies may change, but the central challenge remains building brands with meaning and leading with strategy,” he stated.
The three agreed that in a world saturated with digital touchpoints, experience—both physical and digital—has growing weight over purely transactional metrics.
“Campaigns no longer exist; it’s now a constant flow of communication that must be connected to the brand’s purpose,” Pérez Maldonado remarked.
In closing, the speakers agreed that maintaining continuous learning is essential to provide structure and clarity in a context of accelerated change.
“Method gives meaning to chaos. If you don’t have a foundation, what do you rely on?” reflected Pérez Maldonado.
For Roel and Tijerina, the key is to apply what is learned directly to one’s work in order to face the profession’s challenges with sound judgment.
Previously held on three occasions—twice in Mexico City and once in Monterrey—this panel has established itself as a national forum for rethinking the marketing profession from the perspectives of leadership, practice, and academia.
