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One of the biggest changes happening in B to B marketing which is probably happening
across all of marketing is the fact that users have more control than they have in past.
As marketers, we love control. We love to push a message to our potential clients and
clients. And these days, with the advent of social media and search, mobile as well, users
have control of what they digest, where they digest it and how they digest it. Social media’s
probably one of the biggest pieces fueling this change as well as search. So people everywhere
would go in and look for the information they’re looking for when they want it, and social
has allowed the democratization of information. People are able to tech one to one and share
stories about brand services living up to their promises or not living up to their promises.