Drawing on in-depth research with B2B marketing leaders, Julie Schwartz, Bev Burgess and Vincent Rousselet write on three paths of transformation for businesses looking to adapt to the digital age.

Twenty years ago, digital marketing was in its infancy and B2B marketers were just beginning to understand the tsunami of change bearing down upon them. The first social networking site, Six Degrees, launched in 1997. That year also saw the first known use of the terms 'search engine optimisation' and 'weblog', the initial registration of the domain name google.com (Yahoo! and Alta Vista were the primary search engines), and the first instant messaging client, ICQ.

How the marketing world has changed. For B2B marketers, the past two decades have been all about developing digital capabilities, practices and tools. We have managed an enormous amount of change and our organisations look and feel dramatically different.