The digital age has altered the B2B buying process considerably. Buyers are engaging with sellers much later in the buying process than they used to. Research conducted by the Marketing Research Council and published in the Harvard Business Review suggests that on average almost 60 per cent of the buying process is completed prior to a business buyer wanting to meet or engage directly with a potential supplier. This delay in buyer engagement with sellers has proved a challenge for B2B companies reliant on traditional methods of lead generation and sales.This whitepaper by Beanstalk investigates the changing B2B landscape, and how these changes affect the well-versed school of telemarketing; speculating over the pitfalls and advantages alike.