The business-to-business marketplace is changing. While this may not come as a surprise, the way things are evolving might serve as a wake-up call for some brands. That’s because, over the past two years, there have been some rather interesting shifts, not just in how B2B buying decisions are happening, but also in who’s responsible for them. It’s not a secret that the B2B audience is online. Almost 90% of B2B researchers are using the internet during their B2B research process.