B2B marketing is usually viewed as being behind the curve with regard to the online space. It has a reputation of being more traditional in its approach to how prospects and customers are reached and then developed. While this image of B2B marketers being less progressive than their B2C counterparts is warranted to a degree it appears as if that perception may be changing.
A recent study by Eccolo Media (which is a content marketing company so our research source antennae should be up class) shows that B2B technology buyers are expanding their marketing intake palette a bit. In other words, it’s not all white papers any more.