Can Curiosity and Business Alchemy Future-Proof Your Marketing Strategy? — Emma Acton, Zendesk

Emma Acton didn’t set out to be a marketing leader; she found her way there “by accident” while working in sales and partner management. Today, as the Vice President of Marketing for EMEA at Zendesk, she oversees one of the most dynamic regions in the SaaS world. Emma argues that her non-traditional path gave her a unique toolkit. A blend of sales grit, financial acumen, and value engineering. In an era where marketers are expected to be strategists, analysts, and technologists all at once, Emma emphasises that the most important trait for any leader is relentless curiosity. She sees exposure to diverse executive perspectives as a critical part of staying relevant in a rapidly evolving marketing landscape.

How did a “Happy Accident” in sales lead to the VP of Marketing role?

Emma reflects on how saying “yes” to an event support request snowballed into a career-defining shift in the SaaS world.

“I actually got into marketing by accident. I’d been in sales previously, in a partner manager role, where there was an element of marketing involved. We worked with marketing teams on different partner activities. Then I moved to a SaaS organisation, and one day they asked me to help with some marketing event activity. I said yes, and it snowballed from there. Every role since has offered something valuable. Working with sales, pre-sales, and finance gives you the ability to handle different situations and apply experience in meaningful ways.”

Why is AI both a challenge and a “Shiny Object” trap?

Emma warns against testing AI tools without direction and explains how to align experimentation with core business strategy.

“AI is having a huge impact, especially in fast-paced SaaS environments. There’s a lot out there, and a lot that’s still unknown. The key is to focus on where AI actually supports your strategy. Otherwise, you risk falling into ‘shiny object syndrome.’ Testing everything without direction. Experimentation is important, but it has to be aligned with your strategic goals. It’s about applying AI in the right way to take away manual tasks, which allows you to focus on higher-value work like judgment and strategic thinking.”

How are marketing leaders collectively moving from Volume SEO to Authority Search?

With AI-driven search engines changing the landscape, Emma identifies the shift toward authority, relevance, and product-led growth.

“There’s a real opportunity to build an AI-native marketing engine. We’re seeing shifts in areas like AI-driven search, moving from volume-based SEO to authority and relevance. There’s a growing focus on customer lifecycle orchestration, product-led growth, and personalisation. Partners and ecosystems also play a huge role. They extend your reach through partners and amplifying impact is incredibly powerful. AI enables you to do more, but not to replace people. Rather, to reallocate human effort to where it matters most.”

What happens when you treat a summer lull as a Masterclass opportunity?

Emma shares the success of an AI Masterclass series that turned a quiet European period into a high-engagement pipeline driver.

“We ran an AI masterclass series during the summer. A quieter period across Europe. It was designed for customers and prospects, helping them understand how to apply AI in their roles. It included digital sessions, expert input, and workbooks. The response was incredible. We had far more engagement than expected, registrations, interactions, and questions. It’s now evolved into an ongoing programme based on customer feedback. It proves that delivering real value, even during off-peak times, creates significant strategic impact.”

Why is the modern VP of Marketing an Alchemist?

Emma describes the transformation of demand into value as a process of combining disparate elements to create something greater.

“If I had to describe the role in one word, it would be ‘Alchemist.’ You’re transforming something ordinary into something valuable. Taking inbound demand, the ‘base metal,’ and turning it into gold. It’s about combining strategy, creativity, and execution to create something greater. That transformation is what marketing leadership is all about. My top priority is staying aligned to our strategy and ensuring consistent execution, while leveraging AI to be even more effective.”

What advice do you give to those looking to connect the dots?

For Emma, curiosity is the bridge between staying in your lane and becoming a cross-functional leader.

“Be curious. Don’t just stay in your lane. Understand what’s happening across the business, sales, customer success, and other marketing functions. Connect the dots. Read widely, explore ideas, and test things. I love when people come to me and say, ‘I tried this, what do you think?’ Curiosity helps you grow, expand your skills, and discover new opportunities. It’s one of the most important traits you can have. I draw inspiration from fellow leaders and even my father, who, in his 80s, still has that incredible drive and curiosity.”

Join the Conversation: The Ortus Club’s Executive Network

As Emma Acton highlights, the role of a marketing leader is to be an “Alchemist,” transforming demand into value. In the complex EMEA landscape, this requires constant alignment and high-level strategic exchange. At The Ortus Club, we host executive roundtables that provide the environment where leaders test, challenge, and refine their strategies in real time

Our events allow leaders to move past “shiny object syndrome” and engage in the deep, authoritative dialogues that define the next generation of search and strategy. Join our network to connect the dots with peers who are also reimagining the marketing engine through AI and curiosity. 

Frequently Asked Questions

Q: What is “Shiny Object Syndrome” in AI marketing?
A: It refers to the tendency of teams to test every new AI tool or trend that emerges without a clear strategic goal, leading to fragmented efforts and wasted resources.

Q: How does AI-driven search differ from traditional SEO?
A: Traditional SEO often focuses on keyword volume and backlinks. AI-driven search (like Google SGE or Perplexity) prioritises authority, context, and the relevance of information to provide direct answers to complex queries.

Q: What is Customer Lifecycle Orchestration?
A: It is the process of coordinating every touchpoint a customer has with a brand, from awareness to post-purchase support, to ensure a personalised and seamless experience.

Q: Why is a sales background valuable for a marketing leader?
A: A sales background provides a deep understanding of customer pain points, the mechanics of closing a deal, and the practical “gold” that marketing demands needs to transform into.

Q: How can curiosity be measured in a marketing team?
A: While not a metric, curiosity is seen in cross-functional collaboration, the testing of new ideas, and the proactive effort of team members to understand parts of the business outside their immediate lane.