Everyone wants pipeline. What actually creates demand?

When short-term attribution starts getting in the way of long-term growth

HotTopics Food for Thought

The pressure on B2B marketing leaders to prove immediate revenue impact has never been greater. But in the race to deliver pipeline today, are businesses investing enough in creating the demand they'll need tomorrow?

This HotTopics Food for Thought at St Paul’s Cathedral forms part of CMO 2.0, our dedicated space for marketing leaders redefining B2B marketing and navigating its evolving demands.

Over a networking breakfast, senior B2B marketing leaders will come together for an open conversation on the growing tension between demand capture and demand creation.

Together, we'll explore why organisations have become increasingly effective at capturing existing demand, while investment in brand, new markets and future growth can be harder to defend.

We'll discuss how marketing leaders are balancing short and long-term priorities, what evidence gets boards behind longer-term investment and whether the focus on immediate attribution has gone too far.

Most importantly, we'll ask the question at the heart of the morning: what actually creates demand?

Following the discussion, guests will be invited on an exclusive behind-the-scenes VIP tour of St Paul’s Cathedral, offering a rare opportunity to experience one of London’s most iconic landmarks beyond what the public usually sees.

Event details

📍 Location: St Paul’s Cathedral, London

🗓 Date: 24 September 2026

🕛 Time: 9:00 AM – 12:30 PM

9:00 AM – Arrival

9:15 AM – Networking breakfast and Food for Thought discussion

11:15 AM – Discussion concludes

11:30 AM – Exclusive behind-the-scenes VIP tour of St Paul’s Cathedral

12:30 PM – Event concludes

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