The most interesting play in business-to-business marketing is combining instant communications with Big Data, said marketing consultant David Meerman Scott, speaking at BMA's Blaze conference. "Social media is the tool, but it's the mindset that's important. If you spend all your time focusing on the future, on campaign planning, you'll forget what's going on right now," he said. Jeff Beringer, GolinHarris' global practice leader, added "a myth about real-time marketing is it's a seat-of-your-pants, extemporaneous thing. The opposite is true. You need to plan with clients in advance."