From bullhorn to phone – Your message is no longer to be shouted, but to be socialized. From theater on the stage to theater in the round – Marketing is human again. Don’t stay “on message.” Stay connected to people. From millions, to the right 10,000 – Mass never worked well. It just did well enough. Find relationships that yield. From campaign to community – You’re in it for the long haul. Build awareness, reputation, and trust by being there. From exclusion to “one of us” – Your customers (b2b or otherwise) want to be included in the whole experience, not just to buy.