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One of the big themes of our upcom­ing Sum­mit is going to be the impor­tance of con­tent when it comes to gen­er­at­ing leads. My favourite quote on the topic comes from the peo­ple over at the adver­tis­ing giant JWT, who pro­claimed when relaunch­ing the agency that we needed to “stop inter­rupt­ing what peo­ple are inter­ested in, and be what peo­ple are inter­ested in.” Two years on and it still rings true as a clar­ion call to our indus­try. But the fact remains that the bulk of demand gen­er­a­tion spend­ing still gets piled in to intru­sive, inter­rup­tive mar­ket­ing.

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We’re really excited about an upcom­ing event we’re co-hosting with a bunch of like-minded part­ners. On Novem­ber 4th we’re launch­ing the Euro­pean Demand Gen­er­a­tion Sum­mit in part­ner­ship with Google, Elo­qua, BrightTALK and Mar­ke­tOne. It’s going to be held in Lon­don at Alti­tude, which is on the very top floor of Mill­bank tower with views across Lon­don. Speak­ers include Amanda Job­bins, Omniture’s Neil Mor­gan, Jeremy Bevan from Nov­ell and Justin Gale, a senior online mar­keter from HP.

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