I always thought the key place to start is what [has been called] the inbound market. Rather than trying to find more effective ways to market to people you want to engage for a meeting, you start by creating content that you think would attract people. Let’s say you’re producing a conference for people in the automotive industry. You might create a series of blog posts and YouTube videos talking about the latest trends and the key disruptors for 2014 — the things that you think that people would be typing into Google, looking for information, or the kinds of things you think people would be sharing on LinkedIn or Twitter. What happens is that if people discover that content, they’ll get drawn into a network. Then you can start to engage with them.