October 14th, 2008
Content comes before communication
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.