Market2lead, a marketing automation company's intellectual property rights was acquired by Oracle. The news was updated by oracle's website but not publicly stated. Eloqua CEO, Joseph Payne grabbed the opportunity and blogged about the merger just 2 hours after the new. The news not only surprised the industry but also the employees of Market2lead. The blog was mentioned at the leading online news channels. This one blog post gave Eloqua marketing attention, increased traffic and created potential clients. This act of instant engagement of the news created revenue of a million dollar for Eloqua. The point made by David Meerman Scott was the changing mindset of engagement. When business plan for long term planning they forget about the present. The important issues forgotten are about â€˜what is happening to our customers', â€˜changing in our business right now' and â€˜changing industry dynamics'. However, with instant engagement the business not only helps the business to understand the ever-changing dynamics of business and customers but also empowers the customers by involving them in two-way communication in real time. Mr. Scott summed the story by giving his trait of his ideology â€˜On the web you are what you publish'