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Demand Generation Summit II (return of the DGS) 25 March, 2009

Posted by Steve in B2B, demand generation, marketing, Technology, telecoms.
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Ever since we held the last (and first) European Demand Generation Summit at Altitude last November, we’ve had a thirst to do it all over again.

As part of the feedback process on the last event, we asked what people thought of the day, the content and speakers. We also asked what changes they’d like to see in the format of the event in the future and what topics they’d like to see covered.

Perhaps predictably, it was the day’s agenda and calibre of the speaker line-up that attracted most people to the first event. Not to mention it was free to our invitees. Of course our speakers scored very highly, but coming away from the day almost all commented on how much they’d valued the opportunity to network. I’m sure they found it cathartic to share some pain and understand that others out there were trying to overcome the same hurdles.

Three key pieces of feedback came through, which we’ve tried to listen to in putting together the agenda for the forthcoming summit:

1. People want more practical content and less of the theoretical. There’s an appetite for stories of bloodied knuckles, as well as a hunger for real learnings from people who’ve been there and done it. We were very conscious not to make last year’s event a beauty parade of vendors and ensure it was client-side marketers telling their stories. This time round we’re trying to encourage our speakers to tell their success stories, and what mistakes they’d avoid the second time round. As an example, Shawn Burns from SAP is coming along to tell the story of how he and other marketers transformed sap.com from a largely brochureware site to a ‘demand generation machine’. Good stuff.

2. Attendees wanted more opportunity to network and learn from their peers. We had some great table conversations at lunchtime last time round, and we tried to allow generous breaks. For the most part people resisted the lure of their BlackBerries, made conversation and benefited immensely. This time round we’ve gone a bit further and we’ve made the afternoon sessions entirely interactive. Attendees will have the opportunity to attend three out of four workshops on social media, accelerating sales, using webcasting and online video, and measuring and optimising campaigns. We’re going to have people capturing learnings from one group to another so that through the course of the afternoon we generate a body of knowledge which can then be shared with all attendees afterwards.

3. In terms of the content, there was a lot of call for tips on making the most of a credit-crunched budget, using social media and proving a return on marketing activity. Our first speaker of the day, Jim Cassidy, is an ex IBM marketer now at European company StepStone. In his previous life with a budget of millions, his greatest challenge used to be how to spend marketing budget fast enough. He’s now in a position where every penny (cent) has to be accounted for. Jim will talk about what he’s prioritising, how he’s making a case for spend with the board, and how he’s making his marketing assets sweat. We’ve also got a great panel line up, led by Cisco’s Amanda Jobbins. They’re going to give their take on some of these topics.

So hopefully that gives you something of a taster for what’s to come on the 30th April. If you need any more encouragement, the venue we’ve chosen this time is simply stunning – a private member’s club at the top of Centrepoint.

About time you registered I think: www.demandgenerationsummit.com

Remember, we’re only accepting registrations from client-side marketers from the B2B services, technology and telecoms sectors. No offence intended to others, but demand for places is extremely high.

Hopefully see you there.

P.S. If you’re of the twittering kind, you can get regular updates by following us at www.twitter.com/demandgentweet or subscribing to the RSS feed