The document discusses how B2B marketing is changing and becoming more inbound focused. It notes that today's buyers will find companies on their own when they are ready to purchase. The buyer journey is non-linear and influenced early on by awareness building content. The challenges for companies are to have relevant content to be part of conversations with buyers and influence how buyers define their needs. Content marketing is presented as a solution, but companies need a content strategy and to repurpose existing materials from subject matter experts. Measurement of content effectiveness and distribution channels is also important. An example case study is provided of a company that successfully grew its audience and leads through a video-based content marketing experiment.