7. Value What you can do uniquely well to help others address opportunities or solve problems that matter to them.
8. Permission Conversational marketing success is only possible when your genuine participation - not motivated by marketing goals - earns your audience’s permission to share information that is. Jason Falls
9. Content Marketing Content: Creating information that meets your customers’ needs Marketing: distributing and promoting that information to a targeted group of people. Joe Pulizzi
10. Inbound Marketing Change of mind Relational capacity Remarkable content Get found Halligan and Shah (2010)