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Scoop.it!
For B2B companies, the growing importance of e-commerce is taking an increasingly central role in business marketers' minds, but building a mobile commerce presence may soon become a priority. 
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Scoop.it!
..For B2B companies to distinguish themselves in the future, they will need to evolve their conversational abilities with all three groups. How B2B businesses speak to each group will matter more so. In some cases, particularly when it comes to buyer personas, I have seen companies focus on a narrow conversation with prospect buyers and attempt to engage existing customers in the same conversation. At the same time, be oblivious to the rising influence of users in buying decisions – only perceiving this group as subjects of training or professional services. The new manifesto now is to transition from a one-dimensional view of buying to a persona-based three-dimensional view....
Jeff Domansky's insight:
Tony Zambito says we need a new buyer persona paradigm if business is to be successful in the future.
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B2B and e-commerce trends are worth noting for marketers.