It’s said that marketing is about wanting to make people buy. With large ticket and complex B2B products and services, that is truer than ever. The power balance in the B2B buying process has undergone a seismic shift. Customers now start their research around purchasing decisions far earlier than previously and the explosion of independent and informed customer and expert opinion available online has made that possible. However the opinion of the company they are considering buying from is still critical, so the digital content you create to help educate your prospects is now a fundamental part of your sales process. A recent survey “Content Marketing Trends” http://www.slideshare.net/hschulze/b2b-content-marketing-report showed that the number one reason for creating content online was its proven ability to increase in-bound lead generation. So the time has definitely come when content marketing strategy doesn’t form a peripheral part of your customer acquisition plans, it’s at the very foundation.