As financial market players know, advantage comes from reacting to news first. The same thing is true for all companies. When you start the conversation, you are recognised as someone who is plugged into the marketplace of ideas. If you talk about an idea early, you naturally get more exposure because the threads of conversation stem from what you have said. If you're in late you get lost in the cacophony.

Don't start by talking about your products and services instead think about the people you are trying to reach

It’s fascinating how the fundamentals of business-to-business marketing are the same today as they were 50 years ago. It’s still about relationships although today we have new tools and techniques at our disposal.

Instead of one-way interruption, Web marketing is about delivering useful content at just the right moment that a buyer needs it.

It's no longer about pitching the Today Show. It's about creating content that will attract the Today Show.

Think like a publisher, not a marketer.

Nobody cares about your products (except you)