A huge company has announced that it is acquiring one of your competitors. The news hit the wires five minutes ago.
What would you do right now? Not tomorrow. Now.
How about writing a blog post and hitting the TweetDeck to get the word out?
That's what Joe Payne, CEO of the marketing automation company Eloqua, did on a Tuesday afternoon in May when Oracle announced the acquisition of Market2Lead, another company that makes software used to generate sales leads.
The Oracle announcement was just one paragraph long. So Payne saw a tremendous opportunity to define what the announcement meant to the marketplace. Just a few hours later, under the heading "Oracle joins the party", he posted: "I expect Oracle's entry to make a major difference in the attention paid to this sector. It's going to open marketers' eyes, and, as a result, expand the market. This is exactly the type of movement this industry needs. You see, the potential market for lead management systems is less than 10 percent penetrated."
To read the full, original article click on this link: Technology Review: Harnessing the Here and Now
Author: David Meerman Scott
