Marketing is evolving and B2B Marketers that fail to embrace this change will become irrelevant. While shocking to some, this perspective is not new; it’s simply becoming increasingly apparent to the B2B marketing community. What’s driving this change is the transference of power from sellers to buyers – for evidence of this, and the broader shift taking place, see Adam Needles in his blog post, Nailing Down Evidence That the Nature of the B2B Buyer Has Changed, or SiriusDecisions in their blog post, Marketing Needed for Sales 2.1. The consequence of this transformation is that buyers have taken control of the buying process. Specifically, they increasingly delay engaging with Sales, preferring instead to consume Internet-accessible content to address their educational needs, at their leisure.