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I was at Econsultancy’s Fun­nel event a few weeks ago. A good event with some inter­est­ing speak­ers, but one thing seemed clear – all atten­dees and ven­dors were totally bought into the con­cept of the tried and tested Fun­nel. For many agen­cies present, it actu­ally seemed to be the basis of their busi­ness mod­els and their pitch to the market.

Com­pare this with Forrester’s mar­ket­ing event at The Grove, where the ral­ly­ing cry seemed to be “The Fun­nel is dead”.  Appar­ently, it’s now all about cus­tomer engage­ment.

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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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