It’s no secret that business-to-business marketing has shifted in profound ways in the last several years. Not long ago a general consensus ruled—that the best online marketing dollars were spent exclusively on then cutting-edge tools like webinars and email blasts. Now, thankfully, we have sharper tools that allow us to both reach business customers more succinctly and to track the efficiency of our marketing dollars. It’s now widely recognized that talking at our business customers is not as good as talking with these customers. This is the essence of social media marketing.