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

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.

If you are a marketing professional who wants to reach your buyers directly, many experts will say that the media is the only way to tell your story, and that press releases only to reach journalists - not your buyers directly. They'll say that bloggers are geeks in pajamas who don't matter. They are wrong.

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.

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

Today's marketing success comes from self-publishing web content that people want to share. It's not about gimmicks. It's not about paying an agency to interrupt others.

Real time is a new mindset in marketing, and that's what inbound marketing is all about.