The panel on Internet marketing, featuring Joe Rodriguez and Jane Gardner of Harbour DNA, Martha Hanlon of Wide Awake Marketing, and Stuart McFaul of Spiralgroup, focused on how Internet marketing is changing professional services marketing, especially for lawyers and doctors, enabling entrepreneurship.

The team noted that the Internet has dramatically reduced the costs and time associated with doing business by virtue of new Web-based tools and services, for example, offshoring key processes and resources. Marketing itself has evolved from unidirectional to a two-way dialogue conducted through various social media channels, ranging from Facebook and LinkedIn to professional-specific sites such as Avvo and SERMO.