Everything is changing in B2B marketing. New content forms – blogs, videos, webinars, Twitter, Vine, Instagram – hardly existed in B2B marketing a mere two years ago and yet now seem imperative, in some way, to any marketing campaign. And on top of this customers are evolving just as rapidly, becoming more empowered, more overloaded with content and with shorter attention spans than ever before. Your marketing plan needs to change too.This paper from Citrix and B2B Marketing provides a step-by-step guide to reinventing your marketing plan to fit the needs of buyer 2.0. You will discover eye-opening stats, a customer journey-tailored content strategy that delivers, and the crucial role of PEM - positive emotional messaging.