The Internet has changed every aspect of our lives; how we work, how we learn, and how we communicate. Although people by nature tend to be adverse to change, I for one love that I have absolutely no idea what a post office looks like on the inside. Marketers, like everyone else, need to embrace the changes produced by the Internet.
Widespread use of the web has had an especially profound effect on B2B marketing. The amount of information available to buyers has flipped the entire model upside down. Instead of educating purchasers and influencers through sales collateral, trade shows, and sales calls, buyers are gathering the information they need from multiple sources online prior to engaging with a company rep. Many times the decision to buy has already been made when a customer first engages with a selected supplier.